The scope of this paper is the interdisciplinary measurement and modeling methodology of Quality of Experience (QoE) when playing a mobile location-based massively multiplayer online role-playing game (MMORPG) that places the virtual world on top of the real world using the user's location. The paper introduces the implementation of a re-usable mobile QoE measurement framework on the Android platform and illustrates how it was applied in a concrete case-study. In this respect, a multidimensional QoE prediction model consisting of both objective and subjective parameters is presented. In this model, test users' evaluations regarding feelings of amusement, absorption or engagement experienced while playing a popular location based mobile game (Parallel Kingdom) are taken into account and related to a set of objective QoS-related parameters, contextual data, and physiological data obtained from an on-body sensor. The latter evidences the intensity of physical activity of the tes...