Adding Game Mechanics and Location To Loyalty Cards

Following on from my last blog Adding Location to Loyalty Cards, an area that I feel is really important is game mechanics. One of the problems with loyalty cards is that they are inherently boring and there are lots of them. We live in a world of constant distraction and we want instant gratification. However that gratification doesn’t have to be a free air ticket or turbo food processor with Ginzu knives. It can be as simple as points or recognition and applications today need to evolve as the public become more tech savvy on their mobiles.

What is game mechanics and how is it relevant? Playing games is part of who we human animals are. Games are a natural part of entertainment and education, whether it is a child doing its first jigsaw puzzle, or the All Blacks heading into a rugby match at that international world competition for a cup. Yes, ultimately no matter how passionate we are about success, Graham Henry and the NZRFU themselves said “It’s just a game.”

Games are immensely popular and computer and mobile  offers massive revenue potential. Gartner predicts that the global video game industry on its own will generate revenues of over US$112 billion by 2015. That doesn’t even take into consideration mobile. Application developers have been all over Facebook, now on Google+ and on devices such as iPhone, iPad and Android and now developers of smart location based games and marketing applications are heading the same way.

Developers are looking to use our interest and passion for playing games to influence the behaviour of consumers and it is working. One obvious area is in the retail, travel, tourism, attraction, hospitality and entertainment industries. Of course as I have outlined in many recent blogs, loyalty is a key aspect that all of these industries are looking for, or in other words, profitable repeat business.

So what aspects should a loyalty application include. A major one is achievements. I’ve talked about reward and that rewards don’t have to be tangible items. A reward can be points such as the points used by Foursquare when you check into a location. They also have badges and mayorships which are either the reward itself or their may be special deals or offers made to those people who come in regularly. The new Tap City game allows you to earn virtual dollars for checking in. One of the great things about group loyalty operations is the ability to cross market, for example using a passport concept where the more locations you check in to, the more rewards you get.

The appointment dynamic is extremely powerful. This is where you want people to do something at either a predetermined time or an ad hoc time. For example a restaurant that is always quiet between 3PM and 5PM on a particular day of the week might offer incentives within the application to get more business at that time of day. The concept I like the most, is pushing deals when you have inventory you want to use in a hurry. An example might be the special of the day in a restaurant where you haven’t sold as much as you catered for. The classic story I often use of a jet boat that is going out in 20 minutes with 5 empty seats. This is a perfect opportunity to push a deal to people who are close by and have opted in to be offered deals. The cost differential between having 4 or 9 passengers is negligible but the fun and entertainment factor of 9 people screaming as the boat does a 360 degree spin is significantly greater for all, including the 4 who paid full price. There is also a potential dynamic of more people seeing them having fun and therefore wanting to have a go themselves. The same could apply to any attraction, like the luges in Auckland and Queenstown.

Queenstown Luge

I can come up with a hundred concepts for different types of locations for cafe’s, restaurants, attractions, theatres, travel, accommodation, entertainment, retail, sport, tourism and so can you.

I will continue this blog next week with more thoughts on game mechanics or gamification that you might like to consider in your location based application. Remember, GeoSmart has all the data and tools you ned to make these ideas possible and whilst we don’t develop these sorts of applications ourselves, we have many partners who are keen to assist you if you want to take advantage of the opportunities now possible because of the large number of people using location aware mobiles. The question is how much extra business would you like?

Maybe you would like to join the discussion and leave a comment of your own to add to the mix?

GPS Car Navigation for Rugby Tourists to New Zealand with Global iPhone and iPad First

There’s a world championship event going on in New Zealand right now with rugby teams competing for a major cup. Many of the tourists who have arrived in New Zealand or are coming over for the rugby matches have iPhones and or iPads. They may be staying in Auckland or the region the national team they are supporting is based and don’t want to buy a complete car navigation device or a map set for the whole country when they are only staying for days or weeks.

The thing with the iPhone or iPad is that it is one of those ubiquitous devices that you keep on your person and navigation isn’t necessarily just about being a driver. It might be about being confident that the way the taxi is taking you is the quickest, or how do I get to the Fan Zone or Rugby Stadium or perhaps one of the REAL NZ Festival events.

MetroView Systems Pty Limited from Australia has come up with an excellent solution using GeoSmart car navigation maps and Points of Interest data, called MetroView NZ City. Because they are a local (Australasian) company, they are nimble and were able to come up with a product well suited for the rugby tourist, or in fact any tourist visiting New Zealand. Of course there are many Kiwis who don’t need all of New Zealand either, but a real key opportunity is that if you are only coming over for days or weeks. NZ$9.95 for true GPS car navigation on a device you already own is great value. That’s less than the price of 3 cups of coffee!

The application, which you can buy from the Apple Appstore has all the Points of Interest a rugby fan is looking for, but lots of great features around the iPhone and iPad as well. For example you can listen to and control your music and podcasts right from within the application using the iPad/iPhone button. If you have appointments (with an address)  in your mobile’s calendar, you can navigate directly to them, the same applies to your contacts list. Your music will automatically mute if there is a navigation instruction.

It is likely that the concept of buying maps for a single city will become more common in other countries but you saw it here first in New Zealand with GeoSmart data and MetroView software. Of course it isn’t just about the rugby, it is full car navigation with the features you are used to using. If you are planning a visit to New Zealand and want to find your way around on your iPhone or iPad, check out this product. I think you’ll find it very useful.

And all the best to your team, I hope they do really well, maybe even second if you’re not supporting the All Blacks;p

Metroview NZ City