700449SilverClosedGRD Proof of MarketInnovate UKThe idea is to develop Silver - a digital game that provides a new two-way data exchange service for retail customer loyalty programmes. The data the retailer currently collects from each customer every time s/he uses their loyalty card would be shared back with that customer in a data-driven gamification that gives each customer/player insight and entertainment. Mudlark’s pervasive game Chromaroma has already pioneered the concept of giving people’s data back to them, literally “re-presenting” to individuals the data they generate in their use of public transport with travel smartcards. Oyster Card swipes are returned in the form of gamified online logs visualising and rewarding their daily travels around London, with achievements, collections, social media challenges and missions. We want to investigate the transfer of this model to the retail sector, where enhanced trust and richer datasets are of significant potential benefit both to sellers and their customers. The UK’s loyalty sector is one of the most advanced in the world, but there are signs that the element of trust at the heart of that term “loyalty” is diminishing, with customers promiscuously signed up to multiple schemes and retailers concentrating on data mining. We believe Silver’s proposed data return can bring the trust back into that relationship. Mudlark will work with members of The University of Southampton’s SOCIAM team on the design, infrastructure and privacy of the datasets. We will also consult with Chris Jacobs, one of the world’s foremost experts on loyalty provision systems, on introducing the Silver model to the sector and developing it with them. We will examine the potential of game elements focussed specifically on the retail experience: for example a Tamogotchi-style intelligent shopping assistant which “feeds” on the player’s data, helps them make informed retail decisions and rewards smart/healthy purchase choices.