 |
|
|
|||||
A new mobile game aims to combat declining physical activity among Dutch adolescents by transforming real-world steps into in-game racing power. Lawa, described by its creators as "Mario Kart meets Strava," converts everyday walking into competitive gaming currency, enabling users to race against friends and collect power-ups to gain advantages.Major Dutch brands including Hema, Burgers' Zoo and Diergaarde Blijdorp have already partnered with the platform to create branded tournaments where participants virtually race through environments like a zoo, with winners receiving physical or digital rewards. Targeting users between 11 and 25 years old, Lawa operates without subscriptions, advertisements or in-app purchases. Its business model relies entirely on brand activations integrated into the gaming experience.Developed by Snijder and Bram Krikke, the free app arrives amid concerning statistics that 50% of Dutch adolescents fail to meet their recommended daily hour of physical activity, increasing their risk of detrimental health outcomes and poorer performance at school and work.TREND BITEMental wellbeing is becoming the new KPI for youth-focused products, with gamified fitness solutions gaining traction. Lawa's approach exemplifies how the "play economy" is merging with wellness, framing healthy behaviors as fun competition rather than another must-do. The game's model of "movement as micro-motivation" builds on lessons from successful predecessors like Pokémon GO, but adds the powerful social component of peer competition. What health behaviors could your brand transform through gamification and positive social pressure?
Category:
Marketing and Advertising
What percentage of revenue are B2B enterprises devoting to marketing? What share of marketing budgets are going to personnel? How much are budgets expected to grow in the next year? Read the full article at MarketingProfs
Category:
Marketing and Advertising
Learn how to run structured A/B tests that support CRO and minimize wasted spend with data-driven hypotheses and segment-specific strategies. Read more. Read the full article at MarketingProfs
Category:
Marketing and Advertising
All news |
||||||||||||||||||
|
||||||||||||||||||