We’ve written before about popular location services like Foursquare, and we’ve been integrating location services into our plans for clients for the last year, but some interesting news came through to me this morning that may change the location game.

It’s nothing new that Foursquare is the major player in the location game, with over 5 million users globally. This sits Foursquare as being just over 4 times bigger than Gowalla, the next biggest player in location services, and Foursquare seems to be growing daily. This, coupled with Facebook Places, which launched a couple of months ago, could sound the death knell for smaller players in the game, unless they do something dramatic.

It looks like Gowalla may have done just that.

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Always keen to learn what other people in the industry are doing with measurement and metrics on their campaigns, 33 Digital went down to the latest Measurement Camp in London. Hosted by Will McInnes from Nixon McInnes, the event took place at The Good Agency and was attended by about 60 people.

The format of the event was to have two presentations from different campaigns that acted as case studies for how people are measuring their campaigns. Afterwards, the room was split into four groups, so that each group could take an example campaign and come up with some ideas on how to measure it effectively.

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