Chuck E Cheese’s Skate Universe
Family entertainment center chain Chuck E. Cheese’s new gaming mobile application Skate Universe enables users to collect tickets and redeem them in-store, integrating its mobile and in-store experience.
While technology is a centerpiece in today’s world, Chuck E. Cheese app producers aim to spread its reach beyond the in-store experience. Given the app lends a chance to obtain a tangible reward, fans can continue the fun in-store and out.
“I imagine Chuck E. Cheese’s goal is to encourage visits to their establishments by connecting the mobile and in-store experience through ticket redemption,” said Jeremy Jacobs, strategy director at Resource, Columbus. “Parents often hand over their phones to kids to keep them occupied.
“With the Stake Universe app, kids will adopt the game, earn points and beg their parents to take them to Chuck E. Cheese. The advertising approach isn’t that dissimilar to cereal brands advertising to kids during Saturday morning cartoons, which is advertising through entertainment.”
Mr. Jacobs is not affiliated with Chuck E. Cheese but agreed to comment as an industry expert.
CEC Entertainment, Inc., did not respond by press deadline.
The user experience
Skate Universe features a choice of skateboards in a number of colors and two skate parks, one a jungle theme and one a candy theme.
The user experience on Skate Universe
Users can earn up to 50 tickets per skate park and up to 100 tickets following the completion of both skate parks. Users can win up to 1,000 tickets to redeem in-store.
Once tickets are earned, they can be printed via email.
This type of gaming app, similar to other obstacle course-focused games, hosts a simple and familiar strategy, making it easy for users to pick up and get involved with. Much like Temple Run or Ninja Kid Run, the game offers similar functionalities that consumers will recognize.
The app is available on Apple and Android devices.
In 2013, Chuck E. Cheese rolled out an augmented reality mobile application to drive traffic to its locations and interact with consumers in a new, innovative way.
The “Chuck E.’s Say Cheese” app combined digital motion and sensory-driven augmented reality technology. The app was concepted by The Richards Group and developed by Total Immersion software, Reel FX and a digital strategy team at The Richards Group (see story).
Other groups within the food industry have released apps featuring mobile gaming.
Chiquita, the American producer and distributor of bananas, released an expanded content-rich FanFun app that features numerous interactive games, customizable photos, fun quizzes, a sweepstakes and hundreds of recipes to engage users and reward them with loyalty points that can be redeemed for a variety of Chiquita brand merchandise.
The app includes a gamification rewards engine driven by “Chiquita Points” which can be redeemed at the Chiquita mcommerce store. Small points are given for playing games, and large points are given for sharing content and visiting participating Chiquita retail locations like Safeway, Walmart, Sam’s Club and Target. The initiative exemplifies the process of interacting and engaging with users to convert them from interested visitor to paying customer (see story).
Chuck E. Cheese continues to extend its reach with mobile gaming.
“This app is simply attempting to make a connection,” Mr. Jacobs said. “Parents love the fact the game is free, family-friendly and it keeps the kids occupied. Kids will enjoy playing the game because it’s fun and it gives them a tangible prize.
“The game keeps Chuck E. Cheese in the front of one’s mind. Mobile games are typically fleeting in staying power and Skate Universe will most likely be no different.”
Caitlyn Bohannon, editorial assistant for Mobile Commerce Daily, New York
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