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Opportunities and Benefits of Location-based Games in Tourism

This presentation was held at the 58th Seminar of the European Commission Meeting of the UNWTO in Haifa, Israel, May 2015

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Opportunities and Benefits of Location-based Games in Tourism

  1. 1. LOCATION-BASED GAMES IN TOURISM Jessika Weber PhD Researcher School of Tourism, Bournemouth University 58th Meeting of the UNWTO Commission for Europe and Seminar on Mobile Technologies for Improving the Tourism Experience
  2. 2. GEOCACHING Jenn Seva •  Volunteer and avid geocacher since 2001 •  Business Development Manager at Geocaching HQ, Seattle •  Editor of The Complete Idiot’s Guide to Geocaching, 3rd Edition •  MISSION: To inspire and enable discovery, exploration and adventure.
  3. 3. OJOO Peter Symons •  Social media, tech and marketing expert from Ghent, Belgium •  Founder of OJOO, a revolutionary mobile app for creating, playing, sharing and selling location-based games from any mobile device •  MISSION: turn the world into a big playground
  4. 4. GOOGLE Anne Beuttenmüller •  Joined Google 2008 and worked in various positions •  Since 2 years head of Product Marketing & Community Management Europe for Ingress at Google’s Niantic Labs •  MISSION: Create adventures & explorations through meaningful interactions with the local environment and people using technology and gameplay
  5. 5. GAMES AND TOURISM ARE TEMPORARY ESCAPES INTO ANOTHER WORLD(Ermi and Mäyrä 2005)
  6. 6. * USING THE REAL WORLD AS THE PLAYGROUND
  7. 7. LOCATION-BASED GAMES … for mobile handheld devices can be understood as outdoor games making use of the player’s physical location via the GPS sensor and compass to facilitate gameplay activities. The player interacts with virtual and physical game mechanics in order to overcome artificial challenges and to proceed gameplay in the real and game environment.
  8. 8. Posi%ve  Player  Emo%ons   Loca%on  Engagement   ENGAGING EXPERIENCES Authen%city   Social  Interac%on   Loca%on-­‐based  Storytelling   Playfulness   Media%on  Tool   Tourist LB Game Tourism Locations Real/Virtual  World  Game  Mechanics    
  9. 9. HISTORY, PRESENT & FUTURE 2012 2013 • Google Glass 2014 • 6th Gen. iPhone 2015 •  VR – Oculus Rift •  AR – HoloLens •  EyeFly 3D 2016 … • 4G • Cloud Gaming 1999 • Mobile phones with GPS 2000 2006 • Google maps for mobile 2007 • 1st Gen. iPhone 2008 • Android with GPS
  10. 10. * POTENTIALS FOR TOURISM
  11. 11. SMARTPHONES ARE KEY ü Advancements in mobile technology ü Affordability & increased connectivity ü  Ubiquitous travel companion Dads 0% 20% 40% 60% 80% 100% Laptop Tablets Smartphones Mobile device usage during travel Over 55 35-54 years Under 35 yeards Total
  12. 12. MOBILE GAMES MARKET ü  Growing 27.3% between 2015-19 ü Among all apps, 65% spend on games ü  $ 24 Bn. mobile games revenue in 2016 ü  More than 60% of gamers play mobile games daily Mobile Games Revenue 2014
  13. 13. THE MOBILE GAMER ü  No longer a ‘stereotype’ game player ü Average mobile gamer is 37 years old ü  2 out of 5 players are female ü  Play everywhere and any time ü  Play ‘in-between’ ü  Like adventure and social games
  14. 14. * APPLICATION FIELDS
  15. 15. OUTDOOR TOURISM
  16. 16. CITY TOURISM
  17. 17. HOSPITALITY
  18. 18. CULTURAL HERITAGE
  19. 19. CURRENT (temporary) CHALLENGES ü  High roaming in EU- free Wi-Fi in destinations ü  GPS accuracy ü  Compatibility of apps and devices ü  Courage for innovation
  20. 20. LET‘S TURN THE TOURISM WORLD INTO A PLAYGROUND
  21. 21. KEY CRITERIA FOR IMPLEMENTATION ü  Know your target audience & their interests ü Real world application case ü  Consider the gameplay context ü Available, findable & user friendly game app ü  Business model ü  Games around the tourism journey ü  Engaging and meaningful experiences
  22. 22. GAMEOVER Jessika Weber PhD Researcher School of Tourism, Bournemouth University jweber@bournemouth.ac.uk www.jessikaweber.net @JessikaWeber
  23. 23. REFERENCES •  CCM Benchmark •  Technavio Research •  Statistica.com (June 2015) •  Kallio, Kaipainen and Mäyrä (2007) •  Engl and Nacke (2012) •  Jacob and Coelho (2011) •  Kallio, Kaipainen and Mäyrä (2007) Pictures Shutterstock and private

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