Table 5.

Key themes identified by Cigbreak users to aid app development.

Theme	Subthemes	Quotes
Health	Players wanted more emphasis on health gains; Players wanted more hard health facts and graphic imagery; Players wanted the characters’ lungs to be linked to reality	I want to know the other benefits. I like the lungs in the corner but they need to be linked to reality. I need fear to motivate me.
Personalization	Players wanted the game to be more personalized and wanted a personalized avatar	I want the game to be personalised to me. I like the character in the corner, but I want to personalise him.
Goals	Players wanted goal setting linked to real life behavior	I want to go on holiday so my goal is to save £x.
Levels or graphics	Players wanted more variation in the levels; Players wanted the game to become increasingly more difficult; Players wanted more interactive graphics; Players wanted brighter colors and graphics	Needs more variation to keep you interested. It needs to get harder and harder and needs to be more engaging. Needs to be more interactive and enticing. Needs to be brighter in color.
Financial	Players wanted the financial rewards more related to real life	It would be good to see what I have saved per week.