Google I/O 2017 gamification take out

Google I/O is an event like Apple’s WWDC or Facebook F8. Every year, Alphabet (the parent company of Google) hosts a large group of it’s independent developers for a showcase of new features that are coming to all of their products. And like all big tech companies, it’s become a big entertainment show with music performances, video animations and more. In The Pocket, Belgium’s first major Digital Product Studio, hosted a screening of the keynote. We were happy to join them in finding out what’s coming from Google and what it means for gamification.

1 From mobile first to AI first

Google is putting a lot of energy in AI (artificial intelligence). From Google Assistant to neural network chips, they cover both hardware and software. But what impact could AI have on gamification? As people ignore ads more and more, classic targeting conversion is becoming less effective for brands. How many times have you researched which sneakers to buy, purchasing those nice Vega shoes only to keep seeing ads for sneakers the next 30 days? With AI, brands wil know when you show interest in a certain product, what your expectations are, your taste and much more. With this knowledge and state of the art technology, marketeers can create really personal ads that you wil engage with.

Getting back to the sneakers, here’s an example of a gamified conversion process. You Googled “white sneakers”. Instead of showing you some shopping results where you have to click every result to get more info, you get 1 result: “find the perfect sneaker for you right now”. You click or tap and dive right into a search game: the perfect sneaker for you. After a couple fo multiple choice questions, rating of images, feedback responses, you finally get to the result: the perfect sneaker for you. With a discount of 10% if you make the purchase immediately using Google Pay. After your purchase, your awesome new sneakers arrive within 48 hours and you don’t get annoying ads for sneakers you don’t want for the next month.

2 VPS (Visual Positioning Service)

With project Tango, Google is working on a way to use image recognition as a tool for navigation. The camera of your mobile device is used to actually see where you are inside a store, museum or any public building. Using visual features, it can tell where you are and where you are going. This allows to create turn by turn navigation inside, much more accurate then any wifi, bluetooth or other radio frequency technology. We’re talking centimeters here.

For location based games this could be huge. Both for outdoors and indoors, you could create a game navigation so accurate you get players to the exact spot you want them to be. For museums this could be to a specific piece of art inside a big expo hall. As for brands inside a large commercial area (like a mall or airport), you could guide people to the exact spot where your product is on display. Even if you only have 1 shelf in a corner of a store.

3 Augmented Reality experiences

Google Expeditions is an amazing tool. It uses Tango technology to map your current environment so it can project a virtual world on top of that. Just watch the video below of school children using it to learn in a whole new way.

As for the link towards gamification, we think this is a perfect example how using augmented reality makes for a better learning experience. Stepping away from the text book or video where there is no interaction but letting children experience something is the core essence of gamified learning.

These were the main items we wanted to highlight from the keynote related to gamification. The coming days we will see a lot more news coming from Google I/O. And if anything pops out for us, we will add it here.

If you are curious to learn more on how to use gamification to build your brand, drop me an email and let’s have a chat.

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