Replay – FCBarcelona


Project name: Unexpected Formal
Category: Digital Communication – B2B & B2C, Consultancy; Responsive Web Development
Client: Replay – Fashion Box Spa
Technologies: HTML5, Javascript, Interactive Pdf

Replay – Fashion Box Spa – has signed a deal with the FC Barcelona as the official sponsor of clothing and footwear for the team and the rest of the Club’s sportsmen and women. Replay will create both official clothing and a “smart casual” line for the first team.
To celebrate the agreement, Replay has developed the Denim Zero, a jeans created by an exclusive eco-friendly process which utilizes high-pressure ice crystals.

Replay asked to to look after all the Partnership digital image.Read More

Multiscreen app for a multiscreen world

Changes emerge, from a Google’s study, about the use customers make of the devices they own. The direct effects from this study concern a new use of television and the “Cross-Platform”. Here’s some hints about the uses on new technologies related to gamification, through reprocessing data.

Google inc., has recently published a study about multi-screening, the use of a multiplicity of monitors in our life. The focus on this research is to define a profile of this new tecnique, and try to track new guidelines to report it for the final consumer.

The research took account about the fact that people spend like 4.40 hours on monitors for activities not related to work, and that the role of TV has been declining facing smartphone and tablets.

The results are interesting: every device (the research compare smartphone, tablet and PC) got a precise destination for his utilization (PC is used for work or to seek information, Tablet to play, smartphone to make connections), but it’s common to multiscreening the platforms. This can be horizontal (changing the device to complete the task) or simultaneous using a plurality of devices, for the same operation (complementary) or more tasks (multitasking).

As written above, the role of TV has changed: the media is still the first for utilization, but now is not dominating the market. In the study, the TV is used like a start point for the research we will made on other devices.

A fact that the research don’t consider is the advent of “Smart-TV”, that can connect to Internet and manage apps and interact with the world.

The cross platform presents himself like an exellent opportunity to develop Gamified applications, using the devices to expand the gamified experience to a large amount of users, and to allow a continuos relation with the customer (think about the possibility to switch from a smartphone to a tablet, without losing your progress or interrupt the application). This would allow a better retain of customer (provided you’ll have a great design) or allow for more usability experience, since the user can carry it with him.

In conclusion, Google’s research print a photo of a grounded reality, that can give us some hints to develop some app shared on multiple devices

If you would take a look on the complete research, you can download it

Social Games and Rewards

The Social Games work with a “effort-reward” system, generating what is called “compulsion loop,” or “engagement loop”: when a player gets a small reward for each action performed, he will be motivated to act continuously, in a “gratification loop”, or a “involvement loop”.Read More

Three social gaming trends for 2011 | Gamasutra: Joost Rietveld’s Blog

Social gaming, both expanding and diversifying the gamer population, has been maturing at rapid pace resulting in heavy consolidation, while at the same time leaving room for innovation. Drawing in part on 2010’s social gaming summit, consultancy activities in the social gaming sector and academic interests, in this article I look at three broad social gaming trends for 2011.

Trend 1. Mobile Social Gaming

’2011 will see the rise of mobile social games, both on Facebook as well as on other platforms such as iOS (Apple), Android Market and HTML5.’

Trend 2. Location Based Social Gaming

‘Backed by location based services, 2011 will see the rise of niche products in which cohesive communities will be served with innovative and meaningful products.’

Trend 3. Social Advergames

When properly executed, advergames are an extremely effective marketing tool. Disney acquired social game developer Playdom in July 2010 with the likely rationale of brand proliferation of Disney’s intellectual property rights through Playdom’s games and reach. McDonalds was one of the first and most visible to actually engage in social advergaming by taking over Farmville for a day in the form of a gigantic in game dynamic advertisement. Whereas Frima has attempted to iterate on the success of Farmville in favor of Mazda by developing Mazda’s DriverVille.
‘As companies have become aware of the strength of social media in 2010, 2011 will see the rise of holistic social advergames.’

Read More: Gamasutra: Joost Rietveld’s Blog – Three social gaming trends for 2011.

The Strategies that led to DarkWave Games and Master of Alchemy |

We were interviewed by about the strategies that led to open the DarkWave Games department and to develop Master of Alchemy.

We explained our concentric diversification strategy, how’s skills and experiences can be very useful for game development, why to develop multiplatform production assets, how the created know-how is a competitive advantage in developing game-based marketing instruments (e.g. advergames and social games) and gamification systems for’s clients.

Unfortunately, the interview is available only in Italian…but maybe google translator could help you.

Google Translated Version

Italian Version

Why companies must have a mobile marketing strategy

What is mobile marketing?
Mobile Marketing Association says: “Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network”.
Mobile marketing allows for a meaningful, personal, and long lasting dialogue with customers, driving engagement with brands and enhancing affinity for them.
Mobile marketing tactics mainly consists of SMS and MMS, Mobile Web, Native or Web-based Applications development, Mobile Advertising, In-Game Mobile Advertising.

Why companies must have a mobile marketing strategy

1. Internet will be more and more Mobile
According to Nielsen, the U.S. mobile Web grew at an average rate of 2% month over month in 2009. At this rate, combined with the accelerated adoption of smartphones and mobile-optimized sites, by the end of 2010, the mobile Web will reach more than one-half of the consumers on the wired Web. Read More