SpyGame foursquare


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Foursqaure SpyGame is a new game where Foursquare users compete with each other by searching for secret intelligence messages, unlocking special power badges, and stealing each others’ achievements.

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SpyGame foursquare

  1. 1. SPYGAME<br />Introducing New Gaming @ foursquare<br />1<br />
  2. 2. Overview<br />About SpyGame<br />Foursqaure SpyGame is a new game where Foursquare users compete with each other by searching for secret intelligence messages, unlocking special power badges, and stealing each others’ achievements. <br /> After check-ins, players can search for Intelligence Messages in the form of instructions to Secret Codes and promotional offers from various venues. <br />Secret Codes are collected in the form of 9-digit texts on the attachable stickers.<br /> When players insert the exact code, one SPY Mission is completed and the player receives a Mission badge.<br /> When a certain number of Missions is completed, a single-use power badge is unlocked randomly.<br /> With the single-use POWER badge, players can steal other players’ badges. In addition, one badge allows a player to “pose” as a venue Mayor if the actual Mayor has not checked in.<br />2<br />
  3. 3. Overview<br />Samples of Power Badges<br />3<br />
  4. 4. Value Proposition<br />Value for Users<br />Value for Business/Venue<br /><ul><li>Upgraded Gaming Experience
  5. 5. Adds new elements, such as “mission” and “stealing”, for users to enjoy more active game play without boredom.
  6. 6. More Real-world Benefits</li></ul>- Provides various benefits from venue promotions which are combined with spying activities.<br /><ul><li> Extended Serendipity</li></ul>- Makes users interacting with each other, i.e. sharing the location of secret code among friends. <br /><ul><li>Blocking Fake Check-ins
  7. 7. Discourages fake check-ins by providing on-site activities through secret code stickers.
  8. 8. Easy Customized Offers
  9. 9. Enables venue owners/managers to customize their own promotions in fun game.
  10. 10. Tool for Viral Marketing
  11. 11. Creates unique stories about venue experience via mission activities and fun tips.</li></ul>4<br />
  12. 12. Value Proposition<br />Value for Business/Venue (continued)<br /><ul><li>SpyGame is unique because it allows venues to be participants in the game, providing advertising opportunities within a fun experience.</li></ul>Example of Venue-side Persona<br />Pete is a 40-year-old male, who has run his own bar, P.J.’s Pub, for more than five years. He is interested in interacting with customers using social marketing. He already has opened Facebook Fan page. He wants a viral word-of-mouth campaign that contains differentiated experience at his bar. He has a strong rival nearby, and is eager to hire any characteristic talents to win the local rivalry.<br />5<br />
  13. 13. Foursquare Current Statistics<br />Value for Foursquare<br /><ul><li> Expanded Venue Information
  14. 14. Generates more detailed tips about venue by adding an array of on-site activities and offers.
  15. 15. Refreshing Existing Users
  16. 16. Supplies new game feature to existing users for constant growth
  17. 17. Enlarging Unique Visitors/Traffic
  18. 18. Increases number of registered users by attracting new users.</li></ul>6<br />Unique Visitors (foursquare.com, as of May 2010)<br />1,395,341<br />-21.38%<br />Source: www.compete.com<br />
  19. 19. Gender<br />Age<br />7<br />Current User Demographic<br />Foursquare Current Statistics<br /><ul><li>Currently, Foursquare Users are predominantly 35-to-49-year old females.
  20. 20. This SpyGame, while attractive to all demographics, would likely appeal to 18-to-34-year old male participants.</li></ul>Source: www.quantcast.com<br />
  21. 21. Target Market<br />Users<br />Target Market (Mt) Grid<br /><ul><li> 18-to-34-year-old male
  22. 22. Early-adopter/Influencer
  23. 23. Casual gamer/competitor
  24. 24. Bar hopper/Clubber</li></ul>Business/Venue<br /><ul><li>Bar/Restaurant/Café/Night club
  25. 25. Fashion boutique/Hair salon/Barber shop
  26. 26. Book store/Game shop
  27. 27. Grocery store/Liquor store </li></ul>Super Users/Managers<br /><ul><li> Small business owners
  28. 28. Managers of local favorites
  29. 29. Viral marketing managers</li></ul>8<br />
  30. 30. Target Market<br />Mt User Persona<br />Chuck is a 26-year-old male. An urban professional with free time after work hours. He enjoys going bars and clubs and has played PC/console/online/social game more than 5 times a week. Already a Foursquare user for more than 6 months, quite passionate to get achievements, more than 10 Mayorships and 5 badges. He is not afraid of intense competition.<br />9<br />
  31. 31. Competitors<br />Location-based/Street Game Competitors<br /><ul><li>SpyGame is a location-based game, also known as street game, similar to Mobzombies, KingPin, Parallel Kingdom, MyTown, SCVNGR and Geocaching.
  32. 32. Generally, the 18-to-34-year-old male is the mainstream demographic for the hard-core gamer.</li></ul>Mobzombies<br />KingPin<br /><ul><li>Based on Foursquare, transforming Check-in data to Zombie Hordes
  33. 33. Shooting and running by touching screen
  34. 34. Based on Foursquare, Mayor becomes Boss.
  35. 35. Unique feature of crime scene; Assassinate, Drive-by, and Take the Shot</li></ul>10<br />Relative to the general internet population, 25-34 males are greatly over-represented.<br />Source: www.alexa.com<br />
  36. 36. Competitors<br />MyTown<br />11<br />Parallel Kingdom<br /><ul><li> Monopoly meets SimCity in street game
  37. 37. Check-in to “own” places and “rent” them
  38. 38. Possible to be monetized with in-game store
  39. 39. Based on the real world map and location, killing monsters, hunting resources, and building fortresses</li></ul>Relative to the general internet population, 25-34 males are over-represented.<br />Relative to the general internet population, 18-24 year olds are over-represented.<br />Source: www.alexa.com<br />Source: www.alexa.com<br />
  40. 40. Competitors<br />SCVNGR<br />Geocaching<br /><ul><li> Scavenger hunt with smart phone
  41. 41. Each place has various challenge and activity mostly by taking a funny picture.
  42. 42. GPS-based treasure hunt
  43. 43. User-deposited physical containers (geocaches) can be collected through outdoor activities using GPS/smart phone.</li></ul>12<br />Relative to the general internet population, 18-24 males are over-represented.<br />Relative to the general internet population, 25-34 males are slightly over-represented.<br />Source: www.alexa.com<br />Source: www.alexa.com<br />
  44. 44. Screen Mock-ups<br />Venue List<br /><ul><li>After work, Chuck walked around downtown and found that his favorite bar, P.J.’s Pub offers new SpyGame activity. He could see the “SPYING” indication on places list or venue screen. He can check the detail of the spying mission by tapping the “SPYING HERE” button, but cannot submit the Secret Code without check-in. Chuck decided to go to the place, check in, and start to play this. </li></ul>VENUE SCREEN (1)<br />VENUE SCREEN (2)<br />MESSAGE SCREEN (1)<br />13<br />
  45. 45. Screen Mock-ups<br />Intelligence Message<br /><ul><li>After check-in at P.J.’s Pub, Chuck opened the Intelligence Message screen with Secret Code slot. Following the instruction, he went to the bar and finally found the Secret Code sticker under the big moose head on the wall. He entered the code. </li></ul>14<br />MESSAGE SCREEN (2)<br />
  46. 46. Screen Mock-ups<br />Mission Complete<br />15<br /><ul><li>By entering the secret code, Chuck got a Mission badge. Also, he showed this Mission screen to the bartender to get a free pint of beer. On the screen, he checked his progress towards next Power badge (required of one more mission) and the Power badges he had, which enable him to steal other users’ achievements. He tapped the “Imposter” Power badge icon to see the details.</li></ul>MISSION SCREEN<br />
  47. 47. Screen Mock-ups<br />Power Badge Details<br />16<br /><ul><li> Each Power badge has unique in-game function, so Chuck checked the detail about “Imposter” Power badge. With “Imposter” badge, he can choose one of the nearby Mayors and steal his/her Mayorship temporarily. Every Power badge is one-time usable. Chuck chose Jack S., the Mayor of P.J.’s Pub, and used the “Imposter” Power badge.</li></ul>POWER BADGE SCREEN<br />
  48. 48. Screen Mock-ups<br />Achievement Result<br />17<br /><ul><li>Finally, Chuck stole the Mayorship of P.J.’s Pub from Jack S., but it’s only for 24 hours. Also, Chuck lost the “Imposter” Power badge after using it. He hopes to unlock it later after he completes another mission by pursuing Spy game. Because he enjoyed the activity, Chuck is going to share the tip about the Spying offer from P.J.’s Pub with other Foursquare spy users.</li></ul>RESULT SCREEN<br />
  49. 49. Presented by Soo Young Ahn, M.S.<br />18<br />sahn06@gmail.com<br />http://www.linkedin.com/in/sooahn<br />