Gamification case study for a course for MA in Information and Knowledge Management @Haifa University (2017). Download for better resolution. Enjoy!

1. ZOMBIES, RUN!
Gamification case study

2. 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

3. 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

4. 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

5. SEASONS & MISSIONS (USER
JOURNEY)
• Missions are locked until completion
• Set missions goals (distance, time)
• Add chases to keep the pace.

6. DIFFERENT MISSIONS TYPES
Story missions
(Motivational
target)
Airdrop mission
(Specific goal
Target)
Supply mission
(become a
gatherer )

7. CODEX
Achievements
(Motivational
target)
Artifacts
(Solve a puzzle)
Supplies
(Ownership &
survival tools )

8. BUILD A CITY (A GAME WITHIN A
GAME)
Build
(Use supplies)
make decisions
(what’s more
important)
Continues
workout
(get more
supplies)

9. USER FEEDBACK
Mission completion
sate
GPS tracking
(Current location)
Seasons
completion
progress
Mission completion
graph
Run logs

10. 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 5No user avatar or zombies images

11. COLORS - RED AS BLOOD
 Blood
 Zombies
 Dead
 Apocalyptic
feel
 Blear
 Sketches

12. SOCIAL
 Google account
 Share
 Tweet (building status)
 Tweet (Achievement)

13. BUSINESS GOALS
 Merchandise
 Book
 Pro Membership