zombies, run!
TRANSCRIPT
ZOMBIES, RUN!Gamification case study
CLASSIFICATION Co-developed and published by Six to Start and Naomi Alderman Year: 2012 Type: Health & Fitness Goal: Make people run Audience: Runners, walkers. Registration: Not mandatory. Only for Pro membership. Platforms: iOS, Android, Apple Watch Mode: Single player Business model: Free, Pro membership, Commercials, Merchandise. Interaction: touch (finger) Genre: Augmented reality, exergame Language: English
ON BOARDING – TELLING THE STORY
Imaginary world
Collect supplies, Help others
Goal: find shelter
& Save the world
Less frightening activity
Audio as main
element for workout
Apocalypse
Real world
GOALS Imaginary goals:
Save the world Survive Help others Collect supplies Build a safe zone city Run from zombies!
Real world goals: Get in shape! Maintain personal health Be persistent Have a personal trainer Preserve high motivation Enjoy music to clear your mind
SEASONS & MISSIONS (USER JOURNEY)
• Missions are locked until completion• Set missions goals (distance, time)• Add chases to keep the pace.
DIFFERENT MISSIONS TYPESStory missions(Motivational
target)
Airdrop mission(Specific goal
Target)
Supply mission(become a gatherer )
CODEXAchievements(Motivational
target)
Artifacts (Solve a puzzle)
Supplies(Ownership & survival tools )
BUILD A CITY (A GAME WITHIN A GAME)
Build(Use supplies)
make decisions(what’s more important)
Continues workout
(get more supplies)
USER FEEDBACKMission completion
sateGPS tracking
(Current location)Seasons
completion progress
Mission completion graph
Run logs
SPECIAL USER FEEDBACK - VOICE
Voice feedback
Hurry up! The zombies are after you…
Run faster to escape the zombies Motivate the user to complete the
mission Feedback on collected supplies and
achievements Keep the user in the imaginary world Bland fear or progress with music Promotion tool Form user’s image – Number 5 No user avatar or zombies images
COLORS - RED AS BLOOD Blood Zombies Dead Apocalyptic
feel Blear Sketches
SOCIAL Google account Share Tweet (building status) Tweet (Achievement)
BUSINESS GOALS Merchandise Book Pro Membership