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Earning money just by walking: a tempting promise that has sealed the success of Move-to-Earn (M2E) apps. These applications turn physical activity into a source of income, rewarding every step with points, discount vouchers, or even cryptocurrencies. In an era where gamification meets wellness, millions of users in Italy and across Europe have downloaded these apps, drawn by the chance to monetize a daily action. But what is the real cost of this opportunity? The answer lies in the data we willingly give away, particularly our geolocation data—a valuable resource that fuels a complex business model.
Every time we activate our GPS to record a walk, we’re not just counting steps. We are sharing detailed information about our movements, our habits, and the places we frequent. This article explores how Move-to-Earn apps use geolocation data, analyzing the delicate balance between innovation, earnings, and privacy in the European and Mediterranean cultural context, where the tradition of the “passeggiata” (a leisurely walk) clashes and merges with new digital frontiers.
Move-to-Earn apps are an evolution of the “Play-to-Earn” concept, but applied to the world of fitness and movement. The principle is simple: the user installs an application on their smartphone that, using the device’s sensors like GPS and accelerometer, tracks daily physical activity. Walks, runs, or gym sessions are converted into a virtual currency, which can be spent within the app for real rewards, such as gift cards, products, or discounts. Some platforms, like STEPN, go even further by integrating blockchain and NFTs (Non-Fungible Tokens) to create complex economic ecosystems.
Popular applications like WeWard, Sweatcoin, and Macadam have built their success on this model, encouraging a more active lifestyle. To get started, it’s often enough to download the app and grant the necessary permissions for movement tracking. While some apps are free, others may require an initial investment, such as purchasing virtual “sneakers” in NFT format, which determine the earning potential. In any case, the engine that powers this system is the constant collection of data on users’ movements.
At the heart of the Move-to-Earn app business model is geolocation data. It’s not just about knowing that a user has walked three kilometers, but about knowing the exact route, the start and end points, the times of travel, and the time spent in certain areas. This information, although initially collected to validate physical activity and award prizes, constitutes a true gold mine. Once aggregated and anonymized, this data paints a detailed picture of consumer habits and the flow of people within cities and neighborhoods.
Imagine your daily routes: the commute to work, the walk in the park during your lunch break, the visits to stores on the weekend. Every movement reveals preferences, interests, and routines. M2E apps collect these fragments of digital life, transforming them into a highly valuable asset. This is precisely the currency of exchange: in return for small rewards, users provide unprecedented access to their habits, fueling an ever-expanding data market.
The use of geolocation data by M2E apps operates on multiple levels, some obvious to the user, others less transparent. The first and most obvious use is related to the app’s core functionality: tracking movements to calculate steps, distance traveled, and, consequently, the rewards to be distributed. This is the visible part of the agreement between the user and the platform. However, the real economic value for companies lies in the secondary uses of this information, which go far beyond simply counting steps.
One of the main revenue streams for Move-to-Earn apps is the sale of aggregated and anonymized data to third parties. Urban planning firms, real estate companies, retail chains, and marketing agencies are willing to pay for access to this information. For example, a city administration could analyze the most frequented pedestrian routes to decide where to install new benches or improve lighting. Similarly, a coffee shop chain can use data on foot traffic to choose the ideal location for a new opening. Although the data is “anonymous,” its strategic value is immense, as it offers a clear, large-scale view of collective behaviors.
Another pillar of the business model is geolocated marketing. M2E apps form partnerships with businesses to drive foot traffic to specific retail locations. The user is offered an extra reward for visiting a certain store, café, or supermarket. In this way, the app not only earns from the partnership but also demonstrates its ability to influence purchasing behaviors. Furthermore, location data is used to display targeted advertising. If you often pass by a sporting goods store, you’re likely to see ads for that brand, making the advertising more relevant and effective.
In the European market, the collection and use of personal data are regulated by the GDPR (General Data Protection Regulation), a strict law designed to protect citizens. Move-to-Earn apps operating in Europe are required to comply with these principles. This means they must obtain explicit and informed consent from the user before collecting geolocation data, clearly explaining the purposes for which it will be used. However, privacy policies are often long and complex, leading many users to accept them without a thorough reading.
The Italian Data Protection Authority has repeatedly emphasized the importance of using these technologies consciously, reminding us that health and movement data are particularly sensitive. Although the GDPR offers protective tools, such as the right to access and delete one’s data, the ultimate responsibility lies with the user. It is crucial to be aware of the value of the information you share. For greater peace of mind, it is useful to consult guides on the security and reliability of reward apps before you start using them.
In Italy and other Mediterranean cultures, the “passeggiata” is a deep-rooted social ritual. It is a time for meeting people, socializing, and connecting with one’s local area. The advent of Move-to-Earn apps taps into this tradition, grafting elements of gamification and economic incentives onto it. Walking through historic squares or along the seafront is no longer just a cultural habit but becomes an opportunity to accumulate points and unlock rewards. This fusion of tradition and innovation raises interesting questions.
On one hand, these apps can be a positive stimulus, encouraging people to move more and rediscover the pleasure of walking. On the other, they risk turning a spontaneous and social activity into an individual task aimed at earning. The walk, once a moment of leisure, becomes a “mission” to be completed. The experience of getting lost in the alleys of a village is mediated by a screen that tracks every step, quantifying and monetizing an interaction that was, by its nature, free and unmeasurable.
Using Move-to-Earn apps can be a fun way to stay active, as long as you do it mindfully. Protecting your privacy starts with small but significant actions. First of all, it is essential to read the privacy policy to understand what data is collected and with whom it is shared. Although it may seem tedious, it is the only way to fully understand what you are consenting to. Another important step is to manage the app’s permissions: it is advisable to allow access to geolocation only while the application is in use to avoid constant background tracking.
Carefully weigh the benefits you receive against the data you give up. Are the rewards offered truly commensurate with the value of your personal information? Sometimes, the reward is minimal compared to the amount of data collected. To better understand how to maximize the benefits, it can be useful to consult a complete guide to app rewards. Finally, remember that you have the right to request the deletion of your data. If you decide to stop using an app, make sure you delete your account and not just uninstall it from your phone.
Move-to-Earn apps fit into a digital landscape where the line between a free service and a product is increasingly blurred. While they offer a tangible incentive for a healthier lifestyle, they operate on a clear business model: the user is not just a customer, but also the source of the most valuable resource—data. Geolocation, in particular, allows for the creation of detailed profiles and fuels a market based on behavioral analysis and targeted marketing.
This isn’t about demonizing these applications, which can have positive effects on health and well-being. Rather, it’s about promoting greater digital awareness. In a data-driven world, understanding the value of your personal information is the first step toward making informed choices. The next time you launch your app to record a walk, you’ll know that each step not only generates points but also contributes to a complex ecosystem where the real profit, for companies, lies in the tracks you leave behind.
The security of move-to-earn apps depends on how they handle your data. To function, they need access to your geolocation to track movements and assign rewards. Security varies based on the transparency of their privacy policy, their adherence to GDPR (the European data protection regulation), and the security measures they adopt. Often, data is aggregated and anonymized before being analyzed or sold, but there is always a residual risk related to potential security breaches or data de-anonymization. It is crucial to read the privacy policy before using the app.
Move-to-earn apps use geolocation data primarily to validate your physical activity and convert steps into rewards. Beyond this primary purpose, the data is used for other ends. Internally, it is used to improve the app and analyze user behavior. Externally, the business model of many of these apps is based on selling this data, in aggregated and anonymous form, to third parties. These third parties can be market research firms, companies interested in urban planning, or the retail sector, which use the information to analyze foot traffic and movement patterns.
In Europe, the sale of personal data is regulated by the GDPR. Selling your movement data can be legal only under certain conditions. First, you must have provided explicit, free, and informed consent, which is clearly specified in the privacy policy you accepted. Second, the data sold must have been effectively anonymized, meaning it cannot be traced back to you as an individual in any way. If the anonymization process is inadequate or consent was not properly collected, the sale of data constitutes a GDPR violation.
Yes, thanks to the GDPR, you have several rights over your personal data. You have the right to access the data the app has collected about you, to request its correction if it is inaccurate, and to request its deletion (the right to be forgotten). You can manage permissions directly from your smartphone’s settings, for example, by limiting location access to “only while the app is in use.” However, uninstalling the app does not guarantee the automatic deletion of your data from the company’s servers; for that, you often need to submit a specific request as outlined in their policy.
To reduce privacy risks, you can take a few simple precautions. First, always read the privacy policy to understand what data is collected and how it will be used. Provide only the information that is strictly necessary during registration. Check the permissions requested by the app and disable non-essential ones. Use complex passwords and, if available, enable two-factor authentication. Finally, be careful about what information you share on social media linked to the app, as it could reveal your habits and usual routes.