Booyah’s MyTown for iPhone Now a Global Game
After expanding to Canada, UK and Australia – Booyah is bringing its location-based service MyTown to other parts of the world. From what I’ve understood, the new update is for the iOS devices only, though I’m sure that will change in due course.
Profile: MyTown is a location-based social network (LBSN) and game that allows consumers to collect virtual money, accumulate points, and level-up by checking in at the locations they visit. MyTown is different from LBSNs like Foursquare and Gowalla in that the primary utility for consumers is the game itself. The simple act of checking in to collect virtual money or points is a relatively weak location engagement, since the location itself is largely a means to the end of increased points and status within the game. There are however opportunities for deeper location engagement within MyTown. By offering the Monopoly-like ability to “purchase” and collect virtual rent from the locations they visit, MyTown offers consumers a sense of ownership of their favorite places and businesses. Customized quests and location challenges may also be created to offer users virtual rewards and cash for specific location interactions. MyTown recently unveiled the product check-in feature which facilitates product engagement by allowing consumers to scan real world goods to unlock virtual items and rewards.
Promotional Mechanisms: Companies can partner with MyTown to create highly integrated promotional campaigns that push dynamic ads and reward consumers for playing the game in store locations. These rewards may come in the form of branded virtual items or real in-store discounts. By integrating the game and the brand, MyTown has the potential to harness existing consumer enthusiasm for the game and direct that enthusiasm toward specific brand engagements. Local businesses can also advertise on MyTown, highlighting their location(s) in local listings or offering discounts to customers who either own or check-in at specific locations.
Number of Users: 3.5 million (October, 2010)
Mobile Platforms: iPhone, iPod Touch, iPad
Author: Derek Browers