Try as we might, there is no escaping location. SCVNGR is a new mobile location-based service (or, more accurately, game) which encourages users to complete challenges at locations, alongside the usual check-in and status update. Its creator describes it as ‘a game layer on top of the world’.
So SCVNGR, even more than foursquare, ‘gameifies’ the real world, encouraging users to explore and record their environment. In a SCVNGR world, users can’t simply pass through Waterloo Station – they check in, take a picture, maybe film themselves doing a little dance and share all of this with their social networks.
How does SCVNGR work?
You can download the mobile app and sync it up with your Facebook accounts (though as usual this will mean the app has access to your personal information). You’re then presented with a dashboard of features on startup and prompted to complete your first task or challenge – like check in. The more challenges you complete per new location, the more points you rack up, the more badges you unlock and the higher your position on a social leaderboard you share with your friends
This mechanic could get repetitive – except that for some locations you’re given the option of completing tailored challenges specific to that area. WIRED gives the example of challenges relating to law-enforcement if you check in near a police station (like uploading a picture of yourself posing as Justice…).
There’s also the commercial tie-in. Completing challenges in shops, restaurants etc. means you’ll get discounts. SCVNGR rewards aren’t available in the UK as yet, but if any US readers out there have managed to grab any, let us know in the comments.
There’s a lot of emphasis on getting your friends on board – it isn’t much fun playing this game on your own because it requires so much investment. Getting friends on board fulfils both a competitive element (staying ahead on badges, points and the leaderboard) but also a social element (see what they’re up to and where, and sharing challenges).
Who will use SCVNGR
Tech enthusiasts and…tourists? Unlike foursquare, the amount of effort required for SCVNGR makes it relatively impractical for anyone who actually has stuff to do during the day, like earn money. SCVNGR seems better suited to one-off events, rather than as an ongoing tracking system for your whereabouts. I personally use foursquare simply to remind me where I’ve been – but I might use SCVNGR for one-off larking about. We’ve defined specific audience groups and their activities on Facebook Places by adapting Forrester’s generic social technographics. As you can see, SCVNGR is likely to attract the more ‘active’ audience types.
Creators
- Will actively participate in challenges, particularly those involving generating content. As this is the key mechanic of the app, creators are most likely to reap the most benefit from SCVNGR.
Conversationalists
- Will check in to locations
- Will share updates across multiple social networks
- Will invite friends to join SCVNGR
- Will encourage friends to participate in group challenges
Critics
- Will focus activity around rating or reviewing local areas and services.
SCVNGR and large-scale events
SCVNGR already has a dedicated section for businesses. It claims museums, conferences and cities are already adapting SCVNGR for their own purposes. While SCVNGR has gone global, we don’t see it taking off quite so quickly in the UK. Partly because tech adoption tends to be slower but also because of the time required to play – we seem to have less patience for gadgetry this side of the pond. But we do see SCVNGR working for a young audience at one-off events – particularly music festivals. Something for the next Glasto, perhaps?
