Welcome. This is your first of seven free items this month.

To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in.

Watch the Video

Foursquare Tinkers With Game's Mechanics

As It Readies Version 2.0 and New Mobile Apps, a Rethink of How It Is Played

By Published on . 2

NEW YORK (AdAge.com) -- When Facebook launched its version of location check-ins called "Places," it seemed to put Foursquare, with its endearing badges and mayorships, in its sights. But Foursquare's founder and CEO, Dennis Crowley, thinks his location-based game app will survive "Places" and thrive as more people get accustomed to sharing their locations.

So far, he's right: Foursquare has had its biggest surge in users since the "Places" launch, no doubt from people curious about the little start-up Facebook was alleged to be "killing." At a little over a year old, Foursquare is readying version 2.0 of its service, including new mobile apps and, potentially, some changes to the mechanics of the game itself.

In addition, the company is working on self-serve tools for local establishments to claim their locations and for brands to interact with users. At nearly 3 million users and 1.5 million check-ins a day, competition for the elusive "mayorships" on the service has become cutthroat. Even Mr. Crowley has trouble hanging on to the few symbolic crowns he has left. We talked to him about it in the video below.

Advertising Age Embedded Player
In this article:

Read These Next

Comments (2)