Cannes Lions

Rage Controller

WUNDERMAN THOMPSON, Bogotá / PONY MALTA / 2022

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Overview

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Credits

OVERVIEW

Background

In Colombia, there’re around 9 million mobile gamers, and in the last 2 years, games downloads increased by 39%, which means that there are more players who face a global problem that can lead to serious issues, both in their physical and emotional health: THE GAMING RAGE.

Internet has been flooded with viral videos of young gamers losing control and destroying their cell phones, game consoles and computers; even harming themselves, their families and people around them.

The main goal was to decrease this type of anger to lead teens to improve their mental and physical health while improving their in-game experience.

Idea

The Rage Controller is the first app made to identify and deal with the gaming rage effects.

Every time players kept their anger levels under control, they received rewards to improve their performance in mobile games.

We developed a decibel meter using the in-built microphone to know if the user was yelling too much. The app also tracked rage gestures using the front camera and alerted players if they shook the phone too much using the accelerometer.

Strategy

In Colombia, more than 70% of all video games are played on mobile devices, which has led to a 39% increase in downloads of this type of games in the last 2 years. Around 9 million gamers use their cell phones as their main gaming platform. As the players increased, silently the gaming rage increased.

It is becoming more common to find videos of young gamers losing control of their emotions. According to various psychological studies, this can lead to problems related with anxiety, depression and relationships with others.

That’s why it becomes more relevant to deal with this problem from the exact moment it is generated, leading gamers to calm down, in exchange for rewards, while building the world’s first real-time gaming rage database.

Target: Young mobile gamers between 7 and 17 years old.

Execution

Through behavioral design we identified variables and decisions that affected the mood of the players. In partnership with Samsung and using its powerful 5 nanometer processor included in the A53 model, we’re able to measure and combine the data using technology that phones already have. We developed a decibel meter using the in-built microphone to know if the user was yelling too much. The app also tracked rage gestures using the front camera and alerted the players if they were shaking the phone too much using the accelerometer.

The app notifies players about levels of rage through its lights around the screen and push notifications. Green means calm and the opportunity to win special prizes, orange is the limit and red warns them to reach green and win prizes to improve their performance in the game.

Rage Controller can be downloaded for free and is now available on Google Play.

Outcome

-Rage Controller is the world’s first real-time gaming rage database.

-In just two days more than 20 thousand players download the app.

-In the first 48 hours, the app was downloaded every 0.14 seconds.

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