Mobile games are becoming a big business - but on the horizen, there's an even more exciting opportunity to develop compelling mobile services that help people get things done - services like restaurant reviews, weather reports, stock quotes, diet support, and meal planners. This session reviews the psychology and system thinking behind game design, and explore how to use game mechanics to create a mobile experience that's fun, compelling and addictive. It concludes by showcasing some cutting-edge mobile services from Europe and Asia that incorporate these ideas, and give us a glimpse into the future of mobile applications.