Observing blending of realities, daily life and gameplay in location-based mobile games is challenging. This study aims at observing this blending by targeting a vast number of images (N = 2432), which have been taken during gameplay of a well-known game, Pokémon GO. Images were collected from social media communities of Pokémon GO players in Twitter, Facebook and Instagram, and analysed using visual and online ethnography. To keep the sample size manageable for analysis, the images were collected only from Nordic Pokémon GO player communities in eight cities during 2016-2018. The findings show that the blending of daily life and gameplay is observable from the shared photos especially from the augmented reality screenshots which is why in this article the context of gameplay, both outdoors and indoors, in Pokémon GO is described in more detail than in previous studies.

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Personal data has become an important resource in today’s market and in platform business models. In fact, the essence of many platform business models is to create value for an individual by offering a free service and to capture value by collecting and selling collected data. In this study, we analyse the drivers for platform business model innovation in the context of personal data used in the healthcare sector. Platform business models are shaped and designed with respect to the internal and external drivers in the market. However, few studies have increased our understanding of the drivers for platform business model innovation. For that, we conducted an exploratory study for five personal data platform providers that enable individuals to control the use of their personal data in digital services by interviewing the personal data platform providers and using company presentation material. The findings show that by adopting a human-centred approach to personal data, giving control over data to the individual, personal data platform providers change how value is created and captured. This research has managerial implications and contributes to the business model innovation literature by extending the current knowledge about drivers for personal data-based platform business model innovation in the healthcare sector.