Location-Based Mobile Advergame Design Research

In2011, the explosive growth of the mobile Internet brought great impact and convenient on people’s life. China Internet Network Information Center is expected that the mobile Internet users will exceed6,000million, and go beyond the number of Internet users in2012. With the mobile Internet penetrating into people’s work and life in all fields, various mobile internet applications have been developed rapidly, such as mobile phone games, mobile phone payment, location service. Moreover, mobile advertising as one of branches has been prized as well, which caused more and more enterprises involving in the advertising platform competition. At present, games built-in ads is the most common and extensive form for mobile advertising application, but most of the advertisements are showed by graphic and words which are irrelative with the games, because they are mechanically and force the users to bear in mind. The main reason why they do so is that they don’t have a suitable application system and appropriate interaction model with the users, the solution is only to realize the truly interaction between the users and the brand owner, so that they would benefit directly from the game, I believe this is just the development direction of in-game advertising.On the influence of the new trend of the mobile Internet advertising, I analyze the interactive impact between the games and the users from the local businesses advertising, and describe a tendency of the advertising platform based on the geographical location as well as combined with the online and offline service, which centers on the games. By analyzing the effect of the flow theory on users’ action motivation, and conducting a comprehensive study on the mobile advertisement games, make me come up with the essential design model and result evaluation model focused on games, Furthermore building a design model concentrated on games, with social media as the dissemination and based on the geographic location. Finally, I introduce the practical process and the final outcome by combining with the actual cases.The Innovation and features of the thesis reflected in:first, I elaborate the important role and the significance of the brand community joined by the brand and users by way of game; secondly, I expound the potential commercial value of mobile advertisement based on the geographic location and featured on games; finally, I propose the form on the basis of games and the content of the model by analyzed the mobile advertisement and combined the physical characteristics of mobile terminal and the essential extraction of mobile terminal design, which provides a certain reference value on the further development of the future design of mobile terminal advertising game design.The thesis examines the different presentation from information, and whose effects on advertising, which proves the significance of considering the factors such as cognitive factors, environmental factors, form of the games and so on when designing the mobile phone games. Its result will be a great reference and helpful to the future mobile advertising design based on location.