Google gamifies Mobile World Congress with Android pin badges

The most talked-about stand at this year's Mobile World Congress belongs to Google. It's an Android-themed playground, complete with giant green robots, on-brand green sweets and even a slide. Every so often, Google staff wander through distributing limited-edition vinyl toys of the Android mascot, and are mobbed for their trouble. What is most impressive, however, is the way Google has turned Mobile World Congress into a giant game for collectors. It's all about the pin badges – 86 in total – each featuring a different version of the Android mascot. To collect them all, you have to visit stands of Google's partners throughout the show, including Sony Ericsson, HTC, Samsung, Qualcomm, Nvidia and Vodafone. "Meet the Android community," explains the printed map and instructions given to visitors arriving at the Google stand. Collecting all 86 has quickly become the week's main focus for many MWC attendees. It's very clever, and not just because Google has gamified the process of slogging around the sprawling Mobile World Congress site. The game highlights the inroads Android has made into the mobile industry, while also hammering home the message that Android is a strong brand in its own right. Look beyond the giant robots, and you'll see another message being sent out by Google's stand, which is packed with developers showing off their apps on Android smartphones and tablets. It's a powerful statement of intent. Now, if you'll excuse me, I've just got 82 more badges to collect ...