Research On The Design Of Gamification Mode In Mobile AR Advertising

With the renewal of the software and hardware of mobile devices as well as the rapid development of mobile Intenet,the common application of Augmented Reality(AR for short)on personal mobile devices has brought significant changes to the user experience.AR technology has become the main approach for brands to enrich the innovation of mobile advertising,which has created enormous potentials for mobile AR advertising market.Gamification pays special attention to the subjective satisfaction of the audience by endowing game value to the non-game objects,encouragement of user participation as well as the improvement of user experience.For one thing,gamification helps the audience gain the action significance from mobile AR advertisement and provides an immersive user experience.For the other thing,the technical nature of AR technology accords with gamification and increases the attraction of game-based AR experience.It can be said that the proper application of gamification can further increase the competitiveness of mobile AR advertising.The design and research on the application of gamification on mobile AR advertising are set to provide guidelines for the designs of game-based mobile AR advertising.This paper first introduces the definition,classification and relevant elements of gamification through literature study and illustrates the key features and core value of gamification and analyzes the theory as well as the working mechanism behind it.And the paper further explains the concept,category,features,and development of the mobile AR advertising before analyzing its competitiveness from the perspectives of the application,innovation,and promotion.And then,the interview survey of mobile AR advertising factors is determined from its experience design while a comparative study is conducted for the evaluation of different methods,confirming a procedure from interviews implementation based on five user experience elements to the extraction and weight analysis of influencing factors concluded from interviews.And the connection between gamification and mobile AR advertising theory is built based on the rational mapping of designing elements and correlation analysis of designing procedure to provide fundamental instruction for the game-based mobile AR advertising design and strategies for mobile AR advertising gamification.At last,based on the influencing factors of mobile AR advertising experience,a progressive gamification design strategy is proposed from the perspectives of planning,interaction,and performance.And the feasible planning strategies are provided in details from four steps,including setting the experience tone,the goal,the motivation and defining the game space.In the Interaction part,it focuses on the optimization of experience from direction,feedback,challenge,social connection,and surprise design.The Performance part explores the implementation of expression techniques,such as the integration of interface information elements and reality and the matching of the model and the true environment with an emphasis on the space construction with multi-level sound and the effects enhancement with natural dynamic simulation.Finally,a comparative study of experience is conducted for the traditional and new cases with a case reconstruction to provide proofs for the advantage of the proposed design strategy before a reflection on the overall idea and research limitations.