Research on the possibility of enhancing regional brand value by the collaboration of location-based games and local businesses

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Use of location-based services has widely spread and we focused into location-based games developed for the cellular phone. Location-based games have some potentials for changing the consumers' mobile behavior and the regional brand value. By researches into providers, collaborating local businesses, and users of location-based games, we described on actualities of these games. Possibilities of the mobility of consumers and the enhancement of regional brand value have discussed.