MoonSubmarine (MSM) is a newco started up in 2012 with main offices in UK, to capitalize on the 20+ years’ experience of its founders in mobile application development and game design. The company has the aggressive objective of becoming a strategic innovation partner for companies wishing to target mobile users, in the B2B and B2B2C markets. The technical team brings a unique mix of capabilities matured from B2C application development, portal development, game plot design and implementation, and mobile user experience design and implementation. Our pivotal areas of interest are mobile development and game design over mobile platforms such as iOS and Android. As part of the game design we also provide gamification design services. Among the achievements of the founders there are the development of the iPad game “London: The Game”, in association with “The London Museum”, the creation of the plot for the vertical applications to be embedded into the first PDA in history (Olivetti Quaderno, 1993), the first Lego worldwide distributed screensaver ("Lego pump the fun", 1995), large Yahoo! rollouts like Y!Shopping and Y!Travel (2000/2001), strategic support to local marketplaces like eBay Alumni, the current version of the Scarabeo Online game, the official iPad version of the game for “La settimana Enigmistica”, and the gamification of the WebRatio community and technical support services. The company is currently collaborating in several European projects by drafting and implementing solutions that mix technology and humans’ contribution with game design paradigms.