Game of Phones


About Game of Phones

Clients: Virgin Mobile Australia

Australia's biggest-ever location-based mobile game, Virgin Mobile's 'Game of Phones', developed by Locatrix Communications and complementing a campaign by Havas Worldwide Australia and One Green Bean, captivated mobile users in Australia with tens of thousands "down under" joining the virtual battle in the three weeks it was live.

Players were challenged to hunt for virtual prizes found on the Game Of Phones’ app map screen on their Android or iOS smartphone. When players came within 50 metres of a prize, they could tap to claim it, but it could then be stolen by other players located within 100 metres - it was game on! Players also scored points the more they shared messages about their involvement with their friends on Twitter and Facebook.

Almost 40,000 players downloaded and joined the game to stake their claim for the $200,000 of prizes.

Project Goal

GOP Mobile Application on hand
Game of Phone Display

what we built

We delivered, using the Locatrix Immersive Game Platform, a game management system into which VMA’s marketing team could “drop” prizes for collection, monitor player participation in real-time, and communicate directly with specific players. Our iOS and Android SDKs powered user experiences on each platform, delivering a game that was played extensively throughout the country.

Meffys Awards 2014 Finalist
  • Custom Content Management System
  • iOS Application
  • Android Application
  • Enterprise level server hosting


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