spygame foursquare
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
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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
N
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
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