Lean Development of a Mobile Application for Advergames

Abstract: Advergames refer to the gamification of product and brand advertisements. AdsPlay is a mobile application designed as a multi-brand advergame platform. The application was developed using the Lean Product Development (LPD) framework and guided by User Interface (UI) design principles, incorporating brand-sponsored rewards to drive user engagement. Through a mixed-methods approach combining both qualitative and quantitative techniques, a series of Minimum Viable Product (MVP) prototypes were iteratively created and tested with target users. The final prototype received evaluation scores of 8 and 9 out of 10 for perceived value and ease of use, respectively. The successful design and development of this application contribute to the body of knowledge on advergames, particularly within the underexplored context of Thailand.

Keywords: Advergame, Lean Product Development, Mobile game, Mobile application

DOI: 10.54941/ahfe1006267

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