Designing Mobile Play

Play (roles):

–         competitor

–         explorer

–         collector

–         creator

–         director

–         story-teller

overlap b/w mission, mobile/locative tech and audience behaviour/expectations

Warhol DIY POP app

  • low resolution à some users displeased
  • market as “educational” app rather than “photography” app

Kewgardens: What learned

  • Know your audience and set clear aims and objectives at the start
  • Keep game play simple
  • Make sure game play drives your aims at all stages
  • Keep ownership of your content
  • Make sure in-game “treats” and incentives are well designed within the mobile user journey
  • App store promotion is key to success on mobile
  • Continue to provide other content in social media spaces, beyond the game

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