SpyGame foursquare

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S PY G AME Introducing New Gaming @ foursquare 1

description

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.

Transcript of SpyGame foursquare

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SPYGAMEIntroducing New Gaming @ foursquare

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OVERVIEW

About SpyGame

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.

1. After check-ins, players can search for INTELLIGENCE MESSAGEs in the form of instructions to

SECRET CODEs and promotional offers from various venues.

2. SECRET CODEs are collected in the form of 9-digit texts on the attachable stickers.

3. When players insert the exact code, one SPY MISSION is completed and the player receives a

MISSION badge.

4. When a certain number of MISSIONs is completed, a single-use POWER badge is unlocked randomly.

5. 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.

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OVERVIEW

Samples of Power Badges

MissionAwarded after completing 1 mission, provides a player a certain promotional offer at a venue.

ImposterAwarded after completing 5 missions, gives a player temporary Mayorship at a venue if the current Mayor has not checked in.

PickpocketAwarded after completing 5 missions, allows a checked-in player to steal another checked-in player’s badge.

Break InAwarded after completing 5 missions, allows a player to detect nearby players' Spy badges.

Wet WorkAwarded after completing 10 missions, allows a player to cancel the venue mayor’s benefit for a short time.

Deep CoverAwarded after completing 10 missions, prevents other SpyGame players from stealing levels or awards.

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VALUE PRO

POSITIO

NValue for Users

• Upgraded Gaming Experience

- Adds new elements, such as “mission” and

“stealing”, for users to enjoy more active game

play without boredom.

• 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.

Value for Business/Venue

• Blocking Fake Check-ins

- Discourages fake check-ins by providing on-

site activities through secret code stickers.

• Easy Customized Offers

- Enables venue owners/managers to

customize their own promotions in fun game.

• Tool for Viral Marketing

- Creates unique stories about venue

experience via mission activities and fun tips.

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VALUE PRO

POSITIO

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Example of Venue-side Persona

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.

Value for Business/Venue (continued)

• SpyGame is unique because it allows venues to be participants in the game, providing

advertising opportunities within a fun experience.

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FOU

RSQU

ARE CURREN

T STATISTICSValue for Foursquare

• Expanded Venue Information

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

• Refreshing Existing Users

-Supplies new game feature to existing users for constant growth

• Enlarging Unique Visitors/Traffic

- Increases number of registered users by attracting new users.

Unique Visitors (foursquare.com, as of May 2010)

Source: www.compete.com

1,395,341-21.38%

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GenderAge

Series1

21%

36%

26%

14%

4%

3-12 13-17 18-34 35-49 50+

Series1

63%

37%

Male Female

Source: www.quantcast.com

• Currently, Foursquare Users are predominantly 35-to-49-year old females.

• This SpyGame, while attractive to all demographics, would likely appeal to 18-to-34-year old male

participants.

Current User DemographicFO

URSQ

UARE CU

RRENT STATISTICS

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TARGET M

ARKETUsers• 18-to-34-year-old male

• Early-adopter/Influencer

• Casual gamer/competitor

• Bar hopper/Clubber

Target Market (Mt) Grid

Business/Venue• Bar/Restaurant/Café/Night club

• Fashion boutique/Hair salon/Barber shop

• Book store/Game shop

• Grocery store/Liquor store

Super Users/Managers• Small business owners

• Managers of local favorites

• Viral marketing managers

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TARGET M

ARKETMt User Persona

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.

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COM

PETITORS

Mobzombies

• Based on Foursquare, transforming Check-in data

to Zombie Hordes

• Shooting and running by touching screen

KingPin

• Based on Foursquare, Mayor becomes Boss.

• Unique feature of crime scene; Assassinate, Drive-

by, and Take the Shot

• SpyGame is a location-based game, also known as street game, similar to Mobzombies, KingPin, Parallel

Kingdom, MyTown, SCVNGR and Geocaching.

• Generally, the 18-to-34-year-old male is the mainstream demographic for the hard-core gamer.

Location-based/Street Game Competitors

Source: www.alexa.com

Relative to the general internet population, 25-34 males are greatly over-represented.

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COM

PETITORS

MyTown

• Monopoly meets SimCity in street game

• Check-in to “own” places and “rent” them

• Possible to be monetized with in-game store

Parallel Kingdom

• Based on the real world map and location, killing

monsters, hunting resources, and building fortresses

Relative to the general internet population, 25-34 males are over-represented.

Relative to the general internet population, 18-24 year olds are over-represented.

Source: www.alexa.com Source: www.alexa.com

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COM

PETITORS

SCVNGR

• Scavenger hunt with smart phone

• Each place has various challenge and activity

mostly by taking a funny picture.

Geocaching

• GPS-based treasure hunt

• User-deposited physical containers (geocaches)

can be collected through outdoor activities using

GPS/smart phone.

Relative to the general internet population, 18-24 males are over-represented.

Relative to the general internet population, 25-34 males are slightly over-represented.

Source: www.alexa.com Source: www.alexa.com

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SCREEN M

OCK-U

PSVenue List• 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.

VENUE SCREEN (1) VENUE SCREEN (2) MESSAGE SCREEN (1)

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SCREEN M

OCK-U

PSIntelligence Message

• 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.

MESSAGE SCREEN (2)

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SCREEN M

OCK-U

PSMission Complete

• 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.

MISSION SCREEN

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SCREEN M

OCK-U

PSPower Badge Details

POWER BADGE SCREEN

• 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.

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SCREEN M

OCK-U

PSAchievement Result

RESULT SCREEN

• 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.

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Presented by Soo Young Ahn, M.S. sahn06@gmai l .comhtt p://www.l inkedin.com/in/sooahn