Tourism and Gamification
OK, you want to create a digital experience for you’re event, and lets say it’s a heritage based trail spread over the town and you want to get folk to download your app and take the tour… easier said than done.. and what is the context? Is it a history lesson? Or is it a self guided walk? Do you want to get more people to go out and explore and spend cash on local businesses?
Context is something we tend to overlook when we are trying to tell a story and engage an audience. So how do we create a context that is both narrative driven and engaging? Well we gamify it.
“as a way engage and motivate people in ‘real world’ activities, problem-solving, decision-making and let them explore, collaborate and experience through a mixed reality context” (more…)
- In the UK 74% of those aged 16-19 considered themselves gamers (Serious Games Institute)
- Also 32% of the total UK population consider themselves gamers (Serious Games Institute)
- 78% of millennials would rather spend money on a desirable experience or event than buying something desirable (Harris/Eventbrite)
Location-based Augmented Realty Games (such as Pokemon Go) offer a way to bridge the gap between the real world and a virtual one. Location-based games can take visitors on individual and interactive walks through the place being visited and offer a way to really connect and leverage gaming elements in a real world context and can bring history alive and create playful interactions between the visitor and the tourist destination. Ordinary mobile tour guides can become more gameful with the integration of game elements (Jessika Weber ). So how do we hook people into a gaming experience app / digital experience? Some examples…
- Scoring - Walk and gain points
- Knowledge - Learning is a reward believe it or not.. it’s how we think and explore
- Mixed Reality - Overlay digital content on real world tangible objects, e,g, historic ruins, old walls, statues
- Location aware - Trigger MP3/MP4 audio and video files and create listening and viewing experiences that have location aware context
- Fitness - Count steps
- Discover - Find hidden trophies, get badges, bonus
- Collaborate - Have a leader bread and see who’s fastest to solve a puzzle, work as a team
- Quiz - Who’s paying attention?
- Treasure Hunt - Discover history and also enjoy the experience and get a reward at the end!
- Share - You can share you experience with others.. and even brag!
So next time you are designing an experience, think gaming! We are gaming more than we ever did and thats going to continue so tap in and hook your audience!