Spygame is a new competitive gaming experience for Foursquare users where players complete spy missions by finding secret codes, earning badges, and interacting with venues. The game promotes engagement through real-world benefits and offers venues advertising opportunities within the gameplay. Targeting primarily 18-to-34-year-old males, Spygame combines elements of location-based gaming with a social interaction component, making it appealing for both users and businesses.

1. SPYGAMEIntroducing New Gaming @ foursquare1

2. OverviewAbout SpyGameFoursqaure 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. After check-ins, players can search for Intelligence Messages in the form of instructions to Secret Codes and promotional offers from various venues. Secret Codes are collected in the form of 9-digit texts on the attachable stickers. When players insert the exact code, one SPY Mission is completed and the player receives a Mission badge. When a certain number of Missions is completed, a single-use power badge is unlocked randomly. 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.2

3. OverviewSamples of Power Badges3

4. Value PropositionValue for UsersValue for Business/VenueUpgraded Gaming Experience

5. Adds new elements, such as “mission” and “stealing”, for users to enjoy more active game play without boredom.

6. More Real-world Benefits- Provides various benefits from venue promotions which are combined with spying activities. Extended Serendipity- Makes users interacting with each other, i.e. sharing the location of secret code among friends. Blocking Fake Check-ins

7. Discourages fake check-ins by providing on-site activities through secret code stickers.

8. Easy Customized Offers

9. Enables venue owners/managers to customize their own promotions in fun game.

10. Tool for Viral Marketing

11. Creates unique stories about venue experience via mission activities and fun tips.4

12. Value PropositionValue for Business/Venue (continued)SpyGame is unique because it allows venues to be participants in the game, providing advertising opportunities within a fun experience.Example of Venue-side PersonaPete 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.5

13. Foursquare Current StatisticsValue for Foursquare Expanded Venue Information

14. Generates more detailed tips about venue by adding an array of on-site activities and offers.

15. Refreshing Existing Users

16. Supplies new game feature to existing users for constant growth

17. Enlarging Unique Visitors/Traffic

18. Increases number of registered users by attracting new users.6Unique Visitors (foursquare.com, as of May 2010)1,395,341-21.38%Source: www.compete.com