Mobile Gaming Innovation – Enhancing Customer Journeys and Experiences


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Last week the technology company Qmatic hosted their annual partner and client event in Amsterdam with 267 delegates from 50 countries. The theme of the event was “Smart Technology Driving Exceptional Customer Experience”. With speakers from companies such as Forrester, Marks & Spencers, Dixons Carphone, ING, Time Warner Cable and many more the event was both educational and inspirational.

The first ever mobile game and virtual line management experience
A big talking point at the event was the launch of the new and cool mobile app Myfunwait™ developed by Qmatic and Sticky Beat. Myfunwait™ is the first ever integrated mobile gaming and line management experience.

Andreas Stjärnhem from Sticky Beat did a great presentation at the event where he talked about customers being a company’s “clan”. He used an inspirational example of a huge queue outside Madam Tussaud. Most people would see this as problem but my friends at Sticky Beat see this as an opportunity – an opportunity to turn a boring situation into an exciting moment creating stronger loyalty with the clan.

This view is truly inspirational.

Getting inspiration from IKEA
Having listened to a presentation earlier this year where the Vice President of IKEA Germany presented statistics on how their customers use their smartphone an idea was formed in my head; if 83% of people use their phone when waiting for something and 58% use it for playing games. Why not combine this knowledge and make an app where people can play when they wait for something? Soon after this I found Sticky Beat who had developed the successful Helix app for the amusement park Liseberg – the rest is now history.

Customers today are looking for fluid, seamless, smooth experiences. They want what they want, when they want it, and how they want it. And they want to get it as quickly and as easily as possible. The last thing a customers wants is that their journey is interrupted, whether that is caused by a website glitch, an inattentive sales assistant, or poorly designed in-store technology.

The world is still waiting – or?
But sometimes waiting is inevitable. This is when Qmatic’s world leading knowledge and enterprise cloud solution to manage customer journeys and Sticky Beat’s refreshing idea of seeing customers as a clan, has such strong merits and synergy.

Download the app and play already today. Start to think about how this idea and concept could be adapted to your business.

  • If you run a hospital, could the waiting become a moment to inform and educate in an engaging way?
    If you run a bank, could the waiting become a moment when you collect more information about your clan to provide better service?
  • If you run a store, could the waiting become a moment when you allow people to engage deeper with your brand and have fun?
  • If you run a government agency, could the waiting become a moment when you inform your citizens and make them feel empowered?
  • It’s time to start doing something about the unnecessary friction you have in your customer touch points with your organization and people. If you succeed you will be rewarded with more loyal fans.

Download the iPhone app here >>

Download the Android app here >>

See a slideshare presentation here >>

Sven-Olof Husmark
Sven-Olof is the founder of Experify, a business consultant firm, Senior Advisor at Egain Group a pioneer in intelligent AI driven energy optimization of buildings and former CMO at Qmatic Group, a world leader in creating better customer journeys.Sven-Olof is a senior executive with demonstrated success in growing companies globally by initiating effective sales, marketing and customer service strategies.


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