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Browsing by Author "GARCIA, PEDRO MIGUEL CORREIA"

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  • ZeroZero Fantasy League: Aumentar o Envolvimento com Produtos de uma Marca com um Jogo de Telemóvel
    Publication . GARCIA, PEDRO MIGUEL CORREIA; Carvalho, Carlos Miguel Miranda Vaz de
    In the context of an increasingly competitive digital media landscape, brands must continuously innovate to capture and retain user attention. This thesis investigates the development of a mobile game, ZeroZero Fantasy League, as a strategic tool to enhance user engagement and foster interaction with the sports data platform zerozero, operated by ZOS, Lda. With the platform’s success depending significantly on user-generated content and community participation, especially in lesser-known leagues, the project addresses the challenge of sustaining and expanding an active user base. Guided by the hypothesis that an engaging and interactive mobile gaming experience can increase user interaction with a company’s digital ecosystem, the research employs a multiphase methodology. It begins with a Systematic Literature Review (SLR) based on the PRISMA framework to identify effective gamification strategies and game mechanics associated with user retention, engagement, and co-creation. The findings inform the design and implementation of a football management mobile game prototype that integrates real-time data from zerozero and incorporates features such as achievement systems, daily challenges, and interactive UI/UX design, aiming to deliver a rewarding and immersive experience. Subsequent testing and evaluation involved both qualitative and quantitative methods, including questionnaires, user feedback, and analytics exploration. These assessments revealed that mechanics such as early reward placement, social features, and short-session gameplay significantly contributed to increased engagement and repeat interactions. Users also expressed positive sentiment toward the game’s complementary value in enhancing their overall relationship with the zerozero brand. The study contributes to the discourse on digital engagement by demonstrating the viability of leveraging mobile gaming not only as an entertainment product but also as a meaningful extension of a brand’s interactive strategy. Ethical considerations were integral throughout the development process, ensuring that user well-being and transparency were upheld by avoiding exploitative design patterns. The results support the hypothesis and underscore the potential of mobile games as co-creative, loyalty-enhancing instruments within broader digital ecosystems.
    2025-07-21Master thesis Open access Show more