**Abstract**

This chapter describes an experiment in the use of gamified processes within a downloadable smartphone augmented reality (AR) application situated in a heritage context of national (UK) significance. The AR project incorporated two distinct game modes, both of which were designed to simultaneously provide users with information and motivate continued engagement. The learning gained from the AR project pertains specifically to three core threads; the first, being of fundamental importance to gamification, is that of challenge and how this links to user motivation, audience ability and prior knowledge. The second considers methodology, specifically the observation of 'representative' and 'expert users' and how a comparison of these can provide insight. The final, and most significant, thread reflects upon gamified content in relation to context, user expectation and environmental influences. The conclusion may assist others who seek to use gamification in any context by its exploration of the mistakes made and successes encountered in this case study.

**Keywords:** gamification, augmented reality, heritage, education, play, observation
