ZOMBIES, RUN!Gamification case study

CLASSIFICATION Co-developed and published by Six to Start and Naomi Alderman Year: 2012 Type: Health & Fitness Goal: Make people run Audience: Runners, walkers. Registration: Not mandatory. Only for Pro membership. Platforms: iOS, Android, Apple Watch Mode: Single player Business model: Free, Pro membership, Commercials, Merchandise. Interaction: touch (finger) Genre: Augmented reality, exergame Language: English

ON BOARDING – TELLING THE STORY

Imaginary world

Collect supplies, Help others

Goal: find shelter

& Save the world

Less frightening activity

Audio as main

element for workout

Apocalypse

Real world

GOALS Imaginary goals:

Save the world Survive Help others Collect supplies Build a safe zone city Run from zombies!

Real world goals: Get in shape! Maintain personal health Be persistent Have a personal trainer Preserve high motivation Enjoy music to clear your mind

SEASONS & MISSIONS (USER JOURNEY)

• Missions are locked until completion• Set missions goals (distance, time)• Add chases to keep the pace.

DIFFERENT MISSIONS TYPESStory missions(Motivational

target)

Airdrop mission(Specific goal

Target)

Supply mission(become a gatherer )

CODEXAchievements(Motivational

target)

Artifacts (Solve a puzzle)

Supplies(Ownership & survival tools )

BUILD A CITY (A GAME WITHIN A GAME)

Build(Use supplies)

make decisions(what’s more important)

Continues workout

(get more supplies)

USER FEEDBACKMission completion

sateGPS tracking

(Current location)Seasons

completion progress

Mission completion graph

Run logs

SPECIAL USER FEEDBACK - VOICE

Voice feedback

Hurry up! The zombies are after you…

Run faster to escape the zombies Motivate the user to complete the

mission Feedback on collected supplies and

achievements Keep the user in the imaginary world Bland fear or progress with music Promotion tool Form user’s image – Number 5 No user avatar or zombies images

COLORS - RED AS BLOOD Blood Zombies Dead Apocalyptic

feel Blear Sketches

SOCIAL Google account Share Tweet (building status) Tweet (Achievement)

BUSINESS GOALS Merchandise Book Pro Membership