Foursqaure SpyGame is a new game where Foursquare users compete with each other by searching for secret intelligence messages, unlocking special power badges, and stealing each others’ achievements.

1. SPYGAME Introducing New Gaming @ foursquare 1

2. Overview About SpyGame Foursqaure SpyGame is a new game where Foursquare users compete with each other by searching for secret intelligence messages, unlocking special power badges, and stealing each others’ achievements. After check-ins, players can search for Intelligence Messages in the form of instructions to Secret Codes and promotional offers from various venues. Secret Codes are collected in the form of 9-digit texts on the attachable stickers. When players insert the exact code, one SPY Mission is completed and the player receives a Mission badge. When a certain number of Missions is completed, a single-use power badge is unlocked randomly. With the single-use POWER badge, players can steal other players’ badges. In addition, one badge allows a player to “pose” as a venue Mayor if the actual Mayor has not checked in. 2

3. Overview Samples of Power Badges 3

5. Adds new elements, such as “mission” and “stealing”, for users to enjoy more active game play without boredom.

7. Discourages fake check-ins by providing on-site activities through secret code stickers.

8. Easy Customized Offers

9. Enables venue owners/managers to customize their own promotions in fun game.

10. Tool for Viral Marketing

11. Creates unique stories about venue experience via mission activities and fun tips.4

14. Generates more detailed tips about venue by adding an array of on-site activities and offers.

15. Refreshing Existing Users

16. Supplies new game feature to existing users for constant growth

17. Enlarging Unique Visitors/Traffic

18. Increases number of registered users by attracting new users.6 Unique Visitors (foursquare.com, as of May 2010) 1,395,341 -21.38% Source: www.compete.com

20. This SpyGame, while attractive to all demographics, would likely appeal to 18-to-34-year old male participants.Source: www.quantcast.com

22. Early-adopter/Influencer

23. Casual gamer/competitor

25. Fashion boutique/Hair salon/Barber shop

26. Book store/Game shop

28. Managers of local favorites

29. Viral marketing managers8

30. Target Market Mt User Persona Chuck is a 26-year-old male. An urban professional with free time after work hours. He enjoys going bars and clubs and has played PC/console/online/social game more than 5 times a week. Already a Foursquare user for more than 6 months, quite passionate to get achievements, more than 10 Mayorships and 5 badges. He is not afraid of intense competition. 9

33. Shooting and running by touching screen

34. Based on Foursquare, Mayor becomes Boss.

35. Unique feature of crime scene; Assassinate, Drive-by, and Take the Shot10 Relative to the general internet population, 25-34 males are greatly over-represented. Source: www.alexa.com

37. Check-in to “own” places and “rent” them

38. Possible to be monetized with in-game store

39. Based on the real world map and location, killing monsters, hunting resources, and building fortressesRelative to the general internet population, 25-34 males are over-represented. Relative to the general internet population, 18-24 year olds are over-represented. Source: www.alexa.com Source: www.alexa.com

41. Each place has various challenge and activity mostly by taking a funny picture.

42. GPS-based treasure hunt

43. User-deposited physical containers (geocaches) can be collected through outdoor activities using GPS/smart phone.12 Relative to the general internet population, 18-24 males are over-represented. Relative to the general internet population, 25-34 males are slightly over-represented. Source: www.alexa.com Source: www.alexa.com

49. Presented by Soo Young Ahn, M.S. 18 sahn06@gmail.com http://www.linkedin.com/in/sooahn