10069205Piing Mass-Participation Game Platform : Piing Game APIsClosedCollaborative R&DInnovate UKAs mobile connectivity advances year on year, new opportunities arise where they could not have existed only a few years ago. One such area is the space of experiential advertising and marketing at large audience events. By the end of the decade fans at every great event on Earth will be using their devices to take part in games, activities and branded activations with everyone else in the stadium. This will be true everywhere from the FA Cup Final, to Glastonbury, to the Super Bowl to a Beyoncé concert. The key to 'mass-participation' and 'mass-participation marketing' becoming ubiquitous around the world will be the ability to create new games and activations for huge audiences in a timely and cost-efficient manner. Using this grant, Piing will create the initial framework and communication APIs that will underpin future games and activations development for crowds of anything between 100 to 100,000+