www.chromaroma.com

3

Derby

Leicester

ContextWe like big infrastructure &big data

Gaming LocationBecoming mainstream

5

The magic happens when fun, data and utility meet

EXAMPLE - Exercise: Nike+

FUN DATA

UTILITY

EXAMPLE - CAR: fiat eco drive

FUN DATA

UTILITY

PUBLIC TranSPORT - CHROMAROMA

FUN DATA

UTILITY

Why people want to play chromaroma

•People want to know more about their own travel details, •People want to visualise their journeys, •People want to find out WHAT they do, •People want to see what their journey looks like, •People want to see how do they fit in to the large picture of London, •People want to know what their friends are doing

Curious Cats

Why people want to play chromaroma

•People WANT to add magic to their journeys,

•People want to feel like Jason Bourne

•People like role playing (in private, in their heads),

•People want to play a long board game.

•People want to discover new stories in London

•People want to discover new maps over the old

Roleplayers

Why people want to play chromaroma

•People want to be the “mayor” of London

•People want to be the “best” traveller,

•People want to feel like the know the secret bits of London

•People want to be the best player in London, or sub sets of these - the missions, the collections, the points

Competitors

12

SwipingUser Interface

Bus SwipingUser Interface

Bike DockingUser Interface

Registerto Play

ScrapingPersonal Data

FlowData Processing

Playing a LagWaiting for 48 hours

MAKINGEVERY

JOURNEYCOUNT

StatisticsA profile of travel

ACHIEVEMENTS

Badges and extra points reward users for:

•Making numbers of journeys (e.g. 5, 10, 50, 100)•Travelling at better times (avoiding rush hour)•Being consistently good•Improving their habits consistently•Completing other parts of the game

Setting Targets for Better Travelling

2222

VisualisingVisualisingAchievements

MISSIONS

Creating a better game by:

•Setting a challenge e.g. Get Off One Stop Early (G.O.O.S.E)

•Telling a story that spans more than one journey•That is contextual to the location it is told•Making continuation irresistible•Surprising the player with what’s next•Triggering chapters in the story when journeys begin or end, and contacting the user on different services with the next part (e.g. E-mail, Facebook)

Game Engine as Storytelling Platform

2525

Challenge not Badges

< Puzzles

COLLECTIONS

Appeal to the completists by:

•Grouping together stations & locations by common traits

•Making it feel easy to complete Collections•Making Collections completable over time (extending the appeal of the game)•Surprising the player (E.g. You’ve been to all the stations that begin with ‘V’!)

Is It Possible To ‘Complete’ A City?

2828

VisualisingCollections

ITEMS

Encourage in-game purchases:

•By adding jeopardy that threatens high scores

•By making it possible to affect the scores of others•By introducing limited edition game items (exclusivity)•Introduce ‘Subscriptions’ that provide paying players with more items and exclusive game play.

Revenue Generating Objects

31

32

33

VisualisingItems

TEAMS

Create Communities of Commuters:

•Players have to join a team

•Teams can capture Stations•Your swipe could be the one that captures a station (for bonus points and pride)•Keen capturers target vulnerable stations•The team with the most Stations owns the city.

The Commute As Competition

3535

VisualisingTeams

SOCIAL

Increase Exposure:

•Players invite their friends to play with them

•Players share their achievements across their social networks at the touch of a button•Players work together to achieve more•Players encourage each other to travel better

Sharing and Bragging

3838

39

Visualising BikesBikes Paths like Flight Paths

SecurityProtecting your locationfrom others

Making thisFeel more like...

...this

or even this!bur realistically more like this...

One more trip to Canary Wharf and I’ve completed the East London Mission

I think I’ll get home faster today. That means I’ll have beaten Dave on the Leaderboard. Got ya!

Encouraging Positive Behavioural Change

Matt WatkinsCreative Director

Developed with:

Ruby on RailsAS3 / Flex

Modest MapsCloudmade

Resources:wearemudlark.comchromaroma.com

tfl.gov.ukopendata.gov.uk