UK is the Largest EU5 Market with 14.2 Million Smartphone Gamers


ComScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, last month  released an overview of mobile gaming behaviour across the five leading European markets (France, Germany, Italy, Spain and the United Kingdom) using the comScore MobiLens service. The study showed that 42 percent of smartphone users in EU5 reported playing a game on their device in February 2012, displaying an increase of 55 percent over the past year. More than half of the UK smartphone audience (52.4 percent) reported playing a game on their device, proving to be the largest mobile gaming market in the EU5. Which is nice timing…

Which is great news as, we have just launched The Property Puzzle for a large organisation called TerraQuest who deliver effective estates rationalisation using combined intelligent property management information.

Pretty clever stuff. TerraQuest provides property and process solutions to both public and private sectors enabling significant savings to be realised through refined data and processes. Not too exciting? Maybe not (unless you work in finance) but their new idea on how to bring that concept to market has got a lot of people talking – or should that be playing?

TerraQuest, under the inspiration of their Marketing Coordinator James Howgego has decided that enough was enough and brought in mobile marketing specialist Dan Sodergren to re energise the sales process.

As James explains: “We wanted to combine some of the current issues about estates rationalisation and our own company messages into something that people would relate to and more importantly to get them to think in a different way. In doing so, we came across the concept of “game-ification” and designed what was to be ‘The Property Puzzle’.”

So what is “gamification”? Traditionally, gamification works by making technology more engaging, by encouraging users to engage in desired behaviours i.e. in this instant to become better estate managers (whether in fiction or in practise) by taking advantage of humans’ psychological predisposition to engage in gaming, enhanced by our desire (and increasing expectation) for instant gratification online. You see as human beings we aren’t great at learning new information (especially some kinds of information) and so by creating a game out of it TerraQuest and companies like it, want us to appreciate not only what they do but how they do it. In essence, we are just at the start of a much bigger and more complex process.

Gamification, therefore, represents a promising strategy for public and commercial brands to increase customer activity, build loyalty and broaden their reach. So much so that USA company Mind Commerce projects that “gamification” economy growth will reach $3.6 billion by 2017. Whilst Garner estimated that by 2017, some 80% of Global 2000 organizations will have gamified applications and/or processes. Not only this, but mobile platform gamification is expected to increase by 90% in USA by 2017.

So Dan Sodergren with others at Great Marketing Works created a simple but still surprisingly addictive, little game about the tricky world of getting people in the right places (which you can download here for free…)

“The rise in mobile gaming is being propelled by the rapid adoption of smartphones and the vast ecosystems of game apps they provide,” said Hesham Al-Jehani, comScore Europe product manager for Mobile. “As mobile games evolve from simple pre-loaded games to highly challenging and visually appealing games, their entertainment value has increased substantially. But another important – and perhaps less often reported – driver of mobile gaming is that many can be played without accessing the internet on people’s phones. This means that gaming is an easy way to fill idle time on the underground or in other locations where internet access is spotty.”

A fair point – and not one we had thought about. We had best make sure The Property Puzzle does that too. 

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