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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