How new tech is helping mobile gaming go mainstream.

We have a bit of an obsession with emerging technology here at Luckie & Co., so I have to say I had a blast writing the cover story for Adweek's recent special issue on Gaming. The topic was "real-world gaming," the idea of building competition and fun into daily life — and how marketers are just starting to get involved.

If you didn't get a chance to read it while it was on the newsstand, be sure to check out the article online. (If you're a client of Luckie and would like a free copy of the print edition, just let me know by e-mail.)

I wanted to share one sidebar that's included with the piece. It's a quick summary of "the tools behind the gaming trends." If you're feeling a little behind on some of the technology, hopefully this will help feel up to speed:

GPS

Developed for military use in the 1970s, satellite-based Global Positioning System technology didn't get much public attention until it was added to mobile devices and car navigation in the 1990s. Today, GPS is the backbone for location-based applications like Gowalla, Foursquare and Yelp.

What's next: Facebook is finally rolling out its own location-based features, which could be a game changer in a field currently led by small startups.

QR Codes

Quick Response codes have been tremendously popular in Asia for years, but are just now hitting the American mainstream. Easy to create (just search for "QR code generator" online), these codes can link to almost any site or embed information such as phone numbers and e-mail addresses. Any mobile device with a QR scanner app can pull up the information.

What's next: Look for QR codes to start popping up on product labels, magazine ads, posters and just about anything else that wants to drive consumers to a site with more information.

Augmented Reality
 
One of the most buzzworthy tools in marketing today, augmented reality blends digital imagery with the real world. Using cues such as logos or GPS coordinates, programmers can make images and information pop up on screens in real time. So far, marketers have mostly used Webcam applications, such as Esquire's popular AR issue and Doritos' Blink 182 "concert on a bag."

What's next: Thanks to the addition of a highly accurate gyroscope and video upgrades, the iPhone 4 could be the first device to bring mobile augmented reality to the masses, creating endless potential for real-world games and virtual entertainment.

To learn a whole lot more about mobile gaming and technology, remember to check out the full article in Adweek, "Beyond Breakout: The world is like a giant game board. Why don't all marketers want to play?"

David Griner is a social media strategist for Luckie and Company and contributing editor for Adweek’s blog, AdFreak.com. You can reach him by e-mail or on Twitter.

Comments

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Mobile technology and marketing as well evolved into a new level and mostly these are very "techie". I wonder what's next with mobile marketing?