Technology infrastructure Allowing to experiment Gamification Strategies for social services innovation (TAGS)

Information doc: 

Host Organization:

  • name: I&T Sistemi Srl,
  • country: Italy,
  • city: Bari
  • postal address: Alcide De Gasperi n. 320,
  • post code: 70125,
  • Web site (URL):

Reference Person:


TAGS Living Lab aims to give an effective answer to the need of services and infrastructures innovation being highlighted by the management of local public and private organizations whose mission is to promote, to drive and to support effective and eco-compatible user fruition of tourist assets in the territory at hand.

As technological support, TAGS LL provides a test bed infrastructure for ICT innovation projects aiming to:

  • promote offer synergies of products, services and events among the different actors acting in the tourist initiatives of a local territorial area;
  • promote socialization of tourism experiences of the visitors before, during and after their stay in the area;
  • promote righteous behaviors of people in their daily processes of collecting and disposing of non-hazardous waste, such as waste vegetable oils, and at the same time to favor their correct disposal or recycle.

The provided test bed infrastructure comes from the results of three LL projects which together gave rise to the TAGS LL: ASSETTO, GEMACA, PARS_ECO. These three projects were developed in the context of the Apulian Living Labs program, sponsored by the Government of the Puglia Region (P.O. FESR 2007-2013).

Reference technological paradigms: Internet of Things, Gamification.

In particular:

  • The ASSETTO project offers its own management infrastructure of a Web Portal of Tourist Experience conceived as a website where to publish descriptive profiles of Smart Objects and to offer ICT services for the management of Fidelity Cards, through which operators can make promotional campaigns and discounts applying to the holders of the Card. Smart Objects relate to real-world entities (People, Organizations, Artifacts, Events, Animals, Plants, etc.), in the Cultural and Touristic domains, uniquely identified in the internet and accessible through QR-code tags interpreted by mobile devices (smartphone, tablets). The data encoding "smartness" of these entities is based on the dynamic, evolving and not fixed system of relationships that each entity sets with other entities, so representing them as objects of a "living" real world. Smart Objects are published both in format usable by users and in Linked Open Data format for reuse and mashup by third-party applications. The users log on the Repository of Smart Objects either through the Web Site platform or through the App that interacts with it. The software system of Smart Objects is easily customizable on other environmental contexts of data processing;
  • the GEMACA project offers a IT solution designed to manage prepaid Electronic Cards, whose budget is expressed as spending points enabling goods and services buying within a local economic network. The Card will be used within a network of traders and welfares (shops, artisans, professionals, service agencies, charities and social services, etc.), located in a particular geographic area. The operators working in the network will be invited to subscribe an agreement about the type of discount or facility that the operator itself agrees to benefit cardholders;
  • the PARS_ECO project makes available a prototype of web portal and a APP that provide interactive support to users communication, even via social networks, and a general purpose tracking system of the transfer, collection and disposal processes, that could be reused in whatever computerized management of wastes (waste vegetable oil, used clothes, plastic, etc.).

All the three projects share the common assumption that their offered specific ICT business services are targeted to user communities strongly involved in the participation to the collection and profile publication of the products concerned with the business services themselves. This active participation is stimulated by “gamification” strategies based on premiums mechanisms, managed by providing users with Electronic Cards registering their fruition of the business services. The social games have demonstrated their ability to raising awareness and encouraging behaviour change, so why not make use of those approaches for more serious purposes.

The active participation of the user community characterizes the whole life cycle of an Innovation TAGS LL initiative. The basic principle, for the user involvement, concerns their role as co-designer of the technological and organizational solution of the expected innovation. In this role, a sample of users, organized in focus groups, participates in the definition of the functional requirements of a solution for innovation, by producing analysis specification of their needs and by defining real-world scenarios of use and experimentation of the solution itself. Focus groups have a multidisciplinary character, since they include diversified business experience and technical skills compatible with the development objectives of the LL. In the focus groups there are adopted methodologies that favor the interactive work of the participants proactive ability, based on themes proposed by experts in the field. For this purpose, focus groups are moderated by an expert in methods of counselling, aimed at stimulating the analysis of the needs of each participant without awe towards participants presumably more skilled. In this context, the same ICT designers participating in the focus groups discussion by submitting their points of view and technological requirements on an equal footing with the views and requirements expressed by other participants.

References and Track Record

Apulian Living Labs web site:

ASSETTO Tourist Experience Portal:

GEMACA Electronic Card Portal:

PARS_ECO Vegetal Oils Waste Disposal Portal: