Ever had an idea to link up people all around the globe, but never known how you'd set about getting your message out?

New Windows Phone location-based game Torchbear just might have the answer.

Users can light the flame on an idea – or 'torch' – and then hand it over to anyone else running the app in the vicinity. They can then keep a track on its progress around the globe, connecting with those who move it forward as it's handed from person to person.

So different, in fact, is Torchbear's proposition to the rest of the location-based apps on the market, we decided to catch up with co-founder Neil Jones for his take on his contribution to the genre, and where the location game will move to next.

Keith Andrew: What's the inspiration behind Torchbear?

Neil Jones: Edward Dennekamp – Torchbear co-founder - and I have been throwing some ideas around about making a geolocation game for quite some time.

We liked the whole idea around a 'message in a bottle concept' where you create a message, throw it out there, see where it ends up and who's path it crossed.

This idea evolved: the message became a virtual item that would be passed from player to player, then became a torch when we realised there were similarities to both how the Olympic torch is passed around and how the flame acts as a symbolic message.

So, I would say 'message in the bottle' is the seed from where the idea grew from.

How would you classify it? Is it a game, a social network, or a location-based service?

Although it encompasses all three of those aspects, its first and foremost a game. Well, it's actually one meta game with tons of mini games.

The meta game is where you create your torch, make exchanges, posts and compete with your friends on the leaderboards - it's pretty cool to see how your torch ranks up against the world. That aspect of the game doesn't change.

Each torch mission, however, should be considered as its own mini game - they are all different and can be lots of fun to carry out. The social aspect of Torchbear definitely goes hand in hand with the game as you rely on other players to help your torch achieve its mission.

The feeling of a personal connection between the torch creator and the current torchholder is rather strange - as the torch creator, you're interested in what this person does with your torch, where they are, the cultural differences in posts etc. As the torchholder, you almost feel you have a responsibility to do something cool with the torch you just picked. It's definitely a unique experience.

There's been a wealth of location apps hit mobile in recent years – Foursquare, Gowalla to name a few. Torchbear is rather different to all that have gone before. Where do you see it fitting in, and who does it appeal to?

It's pretty hard to define exactly where we fit in. There are so many aspects that appeal to different people.

You have your passive players who create a torch exchange it and only check on it from time to time to see where its ended up. You have your more active players who want to get into the game to find torches, do the missions, make posts and try climb the leaderboards as quickly as possible.

We also have players that do a lot of travelling and use Torchbear to share their journey through the website with friends. I have no doubt as soon celebs start creating torches there will be another type of player,one who pursues a particular torch just to get their hands on it.

Any plans to link up with social networks like Facebook?

Definitely. We already do the basic stuff on the torchbear.com website, like letting people l'ike' or tweet about images or torches they find interesting.

We hope to have better integration within the app going forward, like using Facebook details for sign-ins and posting torch updates that are automaticly posted to your wall.

What kind of torches have you seen lit so far?

We've actually been surprised how creative people have been. We were worried that we would see the same type of torches being created. This has not been the case.

Some of the most recent torches include the Zombie Survival Torch - where carriers post a zombie picture, survival guide or their zombie apocalypse survival rules – the Torch of Glory, which aims to take the torch to Apple's hometown of Cupertino to 'let the Apple genuises know Microsoft has arrived', the Pay if Forward Torch, where users pay for the meal of the person behind them in the drive thru line.

Other recent torches include 50 Plates 50 States, where the idea is to get a picture of a license plate from all 50 states in the US, and the Breakfast Torch, where holders take a snap of their breakfast or where they had it.

There have also been a lot of good cause awareness torches, like breast cancer and multiple scoliosis. One user also created a torch in tribute of Steve Jobs, asking people to post pictures of their Apple products, which was pretty cool.

How are you monetising the app?

As Torchbear is completely free, we have employed in-app advertising, as as well as advertising on the website. We may have to consider VC funding though if we need to grow Torchbear more rapidly and peruse other revenue options.

Why did you opt for Windows Phone?

We decided to do things differently and go with the WP7 first. Besides really liking the platform, the primary reason was that we were worried that we would get lost at launch with the large volume of apps that are being pushed through on the other platforms every day.

We didn't want to become 'just another iPhone app' and get lost in the crowd. We felt that by going with WP7 and by having a good product it would be easier for us to get noticed and get good exposure.

We definitely will be moving across to other platforms once we have established a strong player base on WP7 – we think it will result in a more successful launch when we do branch out.

How are you finding Microsoft's OS?

We definitely see it becoming a major player, and we hope to grow with it. The UI feels fresh and modern and just works so well. It was also nice to see that they went with something different and didn't try to copy what's already out there.

Ed's had his phone now for around 5 months and is completely sold on it. The Mango update has definitely brought the phone inl ine with the competitors and even surpassed them in some respects

It's not hard to imagine companies tapping into Torchbear if it proves popular – lighting their own torches to encourage customers to visit their outlets, for instance. Is this something you'd ever officially sanction?

This is something we have spoken about and would encourage to hop on board. Creativity is key, though – like offering discounts to people who bring in a torch to their stores or restaurants, or rewarding them in some way for completing in torch missions.

It should be done in a way that adds to the Torchbear experience and players would want to participate in.

We would be happy to work with business and help them create campaigns if they wanted. We'd probably also make changes to the app to better support this n future updates – it could become a primary area of revenue for Torchbear.

In all, where do you see the location genre going in the next few years?

Definitely growing. I think the biggest growth won't be from new apps entering the sector, but rather from existing products finding clever ways to use location to compliment their features.
Thanks to Neil for his time.



You can find out more about Torchbear on the app's website.