As my colleagues mentioned before, the “PilotFish communication” team is working on a project to create a game for change. Our new game should change the people’s perception of the World Heritage Preservation.
Why game?
People spend thousands of hours per week playing online games. It is a
lot. However, games could be anything more than light entertainment. According
to experts of games for change, games are rich medium for making social impact.
By playing games, users become
aware about global problems. They put themself in the shoes of other people by
facing tough life challenges and solving their issues by making decisions for
their characters. This emotional
experience teaches
gamers, commands their sympathy and informs them that there is another life
beyond their comfortable zone which is full of social problems and cultural
issues.
Forewarned, forearmed
Gamers are optimists by nature. They know that in games everything is
possible and all tasks have solutions. Therefore, it is really important to
make the audience think about the world heritage and make gamers understand
that they could provide preservation for it. Indeed, because of poor promotion
of the World Heritage problems, young generation at age 16 to 25 is not really aware
that cultural objects and monuments need their help and
protection. In our game we are going not only to inform people, but also give
them ideas of how they can protect World Heritage and why it is necessary.
Super Pigeons
At this moment, “PilotFish
communication” team decided to focus on
sustainable tourism as one of the most important aspects of World Heritage Preservation. For our
game we picked animated pigeons as the main characters and they will play the
role of protecting monuments and cultural
objects. In particular, pigeons will defend World Heritage objects from
careless tourists by using their “poops” as weapons. The detailed explanation of the storyline of our game is in
Michele’s blog. I am going to focus more on what could make our game more
popular amongst young people.
Time, platform, perks
Our aim is to attract young users from 16 to 25. We can technically
divide them in two parts: those
who are busy and probably doesn’t have the wish to play “useless” games and
those who like playing games and could find some time for it. Consequently, to
kindle both groups’ interest, our game should be funny, catching, short in time
and based on convenient “playground” for all users.
Based on our researches, young people are effective at multitasking: they prefer
work, play, stay in touch and all at the same time. Moreover, we found out that
nowadays digital natives are experiencing deep integration with social media. According to the last data, FB is connecting more than 1,19
billion people monthly around the globe, approximately 30% of these users play online games. As a result, by using Facebook’s Open
Graph play-platform we would meet all of our target audience’s requirements and cover mass audience of players. People
who are usually busy, but want sometimes to have “fun breaks”, could play our
game on-the-job during their FB pages checking. Others gamers who have free
time could play our game away the hours. Especially,
in aid of catching their attention, we are going to create a various
fascinating, frantic levels and unexpected moments in the game.
Meanwhile, we aware that gamers need to intuitively understand how to
play our game, otherwise they could lose their attention within seconds. Therefore,
we are going to provide simple mechanism and use traditional way of the game to
engage their experience, from level to level, with understandable tasks and
awards.
Since, the game would be based on FB platform we are going to create
community of our game. It would be one of the main tools of our project’s
marketing strategy. Users would help each other, have chats, organize the
competitions, and encourage playing more and more. The constant feedback will
help us to improve our game and stay in touch with clients. Also, game
community would be helpful in the way of promotion: through the gamers
statuses, recommendation, stories, videos and messages we would have
qualitative and cheap PR of our game.
As a matter of convenience for mobile users, also our game would be
available for downloading in app stores and would not take a lot of space in
phone memories. Now we are going to invent a remarkable title, think of short
description, design the icon and make
the brand of our game catching and saleable.
Usefull links:
Botagoz Tanatova
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