Terra Quest

Multimedia Management - Terra Quest

.......................................................................................................1. Project 5....................................................................................................Project background 5

.........................................................................................................................Team 5

.........................................................................................................2. Client 6................................................................................................................Description 6

.......................................................................................................Customer benefit 6

..............................................................................................................Partnerships 7

.........................................................................................................Partner benefits 7

.............................................................................................................3. Aim 8......................................................................................................................Mission 8

........................................................................................................................Vision 8

.......................................................................................................................Mantra 8

...........................................................................................................Aim/Objective 8

..........................................................................................4. Target group 9...................................................................................................................Definition 9

.....................................................................................................................Benefits 9

...................................................................................................................Persona’s 9

.........................................................................................5. Our product 10........................................................................................................................Story 10

...................................................................................................................Concept 10

.........................................................................................................Learning goals 10

.....................................................................................................Corporate design 11

...............................................................................................................Game logo 11

............................................................................................................Ecology logo 11

................................................................................................................Logo font 11

............................................................................................................Reading font 12

.....................................................................................................................Colors 12

......................................................................................................Web color codes 12

Multimedia Management - Terra Quest - Business Plan

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......................................................................................................Print color codes 12

..............................................................................................6. Marketing 13.........................................................................................................SWOT analysis 13

..................................................................................................Marketing strategy 13

.......................................................................................................................USP's 13

.........................................................................................................Marketing mix 14

...................................................................................................................Product 14

.......................................................................................................................Place 15

...............................................................................................................Promotion 17

............................................................................................................Visit schools 18

...............................................................................8. Financial aspects 20..................................................................................................Development costs 20

.......................................................................................................................Profit 20

.....................................................................................................Break-even point 21

...............................................................................................9. Appendix 22................................................................................................................Literature 22

..............................................................................................................Media plan 23

...............................................................................................Confrontation matrix 24

......................................................................................................Website - Home 25

...................................................................................................Website - Pictures 26

............................................................................................Website - FAQ / About 27

.................................................................................................Website - Rankings 28

...........................................................................................Application screenshots 29

...................................................................................................Detailed persona’s 31

.........................................................................................Political awareness levels 32

..................................................................................................................Research 33

........................................................................................................................Story 35

.............................................................................................................Mood board 36

....................................................................................................Technical concept 37


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........................................................................................................Game Location 38

.........................................Why should the target group be interested in this game? 38

..................................................................................................................Missions 40

................................................................................................................The Game 40

...............................................................................................................Objectives 42

.........................................................................................................SWOT analysis 45

....................................................................................Competition matrix/analysis 48

..................................................................................................Development costs 51


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1. ProjectProject background

The Directorate-General for information society and media of the European Commission came to us with the question if it is possible to create a serious urban game for youngsters in the age of 14-24 years. With a special focus on socially vulnerable youngster. The goal of the game is to learn these youngsters about political awareness through a mobile role playing game. The focus of the game must be active learning via for example social media, augmented reality, geo-catching. The interaction between the player and the game is very important. The player must have the feeling that he/she is personal involved in the game. Another issue is to generate partnerships with intermediary organizations via this game.

Team

Threehouse is a team of five fourth years students of the training Communication and Multimedia Design. The team exists of four students from the Netherlands and one Belgian student. The team was formed on the specific qualities and characteristics of each individual team member. We have chosen for the name Threehouse because it goes well with our vision. A three house is also a playground where people meet as friends and a source for inspiration.

Anthony Paletta

Is the team leader and his qualities in the team is doing presentations, coming up with concept ideas and marketing and communication strategies.

Jeroen Boumans

Is a specialist in making 2d and 3d graphics and animations. His role in the team is to turn ideas of the group members into visuals and post productions.

Roger Vaessen

Is a specialist in making 2d graphic designs and usability tests. He is also responsible for the corporate design and the story of our game.

Roy Peters

Is the main marketing specialist in the team. His strengths are doing research, coming up with ideas, analyze target groups and coming up with marketing strategies. He is also responsible for the financial part.

Jolanda Janssen

Is a marketing and communication specialist. Here role in the team is doing research, making SWOT-analyses, competition matrix, structure of the business plan and she is also responsible for the financial aspects.


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2. Client

Description

The European Commission is the executive body of the European Union. The body is responsible for proposing legislation, implementing decisions, upholding the Union's treaties and the general day-to-day running of the Union.

The Commission operates as a cabinet government, with 27 Commissioners. There is one Commissioner per member state, though Commissioners are bound to represent the interests of the EU as a whole rather than their home state. One of the 27 is the Commission President (currently José Manuel Durão Barroso) appointed by the European Council.

Customer benefit

The player learns actively. Serious gaming is growing by the effectiveness of learning process. The player is at the helm, he chooses his own way and experience the consequences it might give. Within that context, he takes an active information program to work within the game.

The player can test options without risk. Serious games simulate the daily life action and reaction in which the player can try. In practice, he would only be able to test it with high-risk or high costs.

Serious games are very suitable for simulating reality.

In education Serious games are a supplement to course materials. Current students are 'digital natives', that is people who grew up with computers and the Internet. Serious Games are consistent with their experiences and skills curriculum in a playful manner, digitally and to become a complement to e-learning offering.

The government uses Serious games in order to inform citizens and instruct them. This happens often with leaflets and TV campaigns.

If we look at the objectives of Serious Games, knowledge, training and education, Serious games gives a number of clear advantages over more traditional training or training methods:

1. Increased effectiveness

• Through a challenging gameplay, people are more motivated to learn.

• The interactivity of the game provides more feedback. This helps people to learn.

• Unlike a classroom structure may present, a Serious game allows each player at his own pace to record the information.

• Learning objectives can be linked to the score. In that way teaching and checking will take place at the same time.


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• Serious games research has shown that the inclusion of information increases from 10% to less than 90%.

2. Increased efficiency

• Information, once stored in the game, can often be propagated indefinitely.

• With a modular design it is possible to allow new learning goals quickly and easily add to the game.

• A trainer needs less time to stabbing in the base material and can focus on substantive questions.

• Serious Games can be offered anywhere, anytime via the Internet.

Partnerships

For our game we will work together with a couple of other companies:

• T-mobile for providing the network for the IPhones. We will work together with T-mobile, because this is the only provider who is known with the IPhones. They can provide us the network and the service we need for the usage of the IPhones during the game.

• VVV Maastricht for promoting our game and keeping up maintenance. The VVV in Maastricht will sell the product to people who are interested in it. They can ‘buy’ the game and pay a surety for the needed equipment like the IPhones and a pair of glasses. The VVV will also keep up the maintenance of the game, for example if the QR codes still are readable.

• Partners for advertising and guarantor. These partners can be every business what can be interesting for our target group. we can place advertisements for them in our game so our target group will notice these.

Partner benefits

The main benefit for our partners is brand awareness, because many youngsters and people will play our game, it’s a good advert for the service and/or products they provide and many youngsters will see it while playing the game.


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3. Aim

Mission

Our mission is to control the process of, develop, refine and innovate serious games via new media. We believe there is an enormous potential for this market and the content of these games will be very crucial.

Vision

Our vision is to create serious games that helps individuals and groups learn something about a serious topic by active learning.

Mantra

Make gaming serious.

Aim/Objective

Our aim is that Threehouse will continue as a professional company, that they will make a lot of different serious games and within the next five years Threehouse will become one of the biggest companies that creates, develops and produces serious games. Within ten years we want to be internationally known and hope to do a lot of jobs for big companies.


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4. Target group

Definition

The target group of this serious urban game are Dutch youngsters between the age of 14 & 18. They are in two levels of political awareness: illiterate and misinformed. By producing this serious urban game the intention is to increase their knowledge about politics and ecology/renewable energy sources, so the target group will be in the third level of political awareness called ‘General’.

Benefits

There are a few reasons why our target group should become interested in playing our game.

• The usage of our design. We came up with a design that really jumps into the attention of our target group. We have tried to make it a grungy, ornamental, chaotic design with a sense of “making a change”. We want to stimulate their feelings of being independent. We want to help them at the same time that they'll help us by giving them the feeling that they are fighting the system.

• The narrative part. According to www.YouthResearchPartners.com and www.WhatYouththink.com authenticity is serious business. As the demand for youth attention increasingly outstrips its supply, the price of acceptance will be trust and its derivative authenticity. Storytelling becomes an essential tool in the development and communication of authenticity. Therefore it is very important for us to come up with a story that is interesting for our target group.

• The usage of modern technologies. Teenagers love modern technologies. Almost all of them have a cellphone but they can't afford a 600€ Iphone that supports the latest technologies. Our game will give them a moment to experience how it feels like to play with these gadget-phones.

• Competition. Everyone loves competition, it's in our nature to “try and be the best”. Our game stimulates this feeling of competition in not only one, but two ways. First off all there are number of missions that one should complete in order to “win” the game. Second of all each mission requires you to act fast because there's a limited amount of time to complete each mission. In the end you can see how fast and how well you have accomplished the game compared to other players.

Persona’s

Detailed persona’s are available at Appendix point 9.6.


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5. Our product

Story

For our story please look in the appendix.

Concept

The year is 2040, people didn't care to vote nor did they care much about using renewable energy and lowering energy consumption. Corrupt Politicians planned to keep on using fossil fuels and nuclear energy because it's cheap. They are against the renewable energy resources, told the people that topics such as climate change are all lies and how those topics were only invented to obtain more tax money from the people. Because they didn't believe in renewable energy they decided to sabotage them.

Because of these reasons they never made the deadline to achieve a 20% reduction in the greenhouse gas emissions by 2020. Europe has become a horrible place to live were there's hardly any air to breathe. Animals are dying and people are fighting for something to eat.

It is your task to save the renewable energy resources before time runs out. Each time you will save one renewable energy resource, the general energy consumption will go down as well. You have to save enough resources to win the game!

This concept makes it very easy to link the way certain parties think about climate change. Who are the bad guys that sabotage it? What political party can we link to them. This learns the player something about political parties and renewable energy resources.

Learning goals

1. Learning the player about the goal of 2020. This will be made clear with the narrative part of the game. The story will start in a post-apocalyptic future where the goal has not been reached due to corrupt politicians. The player than will travel back in time to reach the goal.

2. Learning them about renewable energy resources. This will be made clear with the game objectives. These game missions consist out of fixing/helping building renewable energy resource objects/facilities. For instance you could be asked to go and find important parts. In combination with finding these objects, they will also find information. After each mission they have to answer a question to test their obtained knowledge.

3. Learning them about the influence of politics on ecology. This will, first of all be made clear with the narrative part. Who are the corrupt politicians and how did they change history? Secondly it will be made clear with the limited amount of time they have to win each mission. This limited amount of time will learn them that they have to act fast. How faster they act, how more people will vote for the right political party.


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Corporate design

Game logo

For the logo we decided to use a wire-frame version of a globe. A wire-frame is easy to use as a logo. For example when printed on black and white, stickers and also digital media. It is also clear for the viewerthat this is about our earth. We’ve also put a dot in the globe to point out that the game is about a certain location on earth and not the entire world.

We didn’t use any color in our logo because we didn’t thought it was necessary. We could choose to make the logo green because the game is about ecology but the “urban” feel would suffer from it. Also because everything is clear even when it’s black and white. This logo could be used anywhere, even in a position where colors aren’t available.

In a digital environment, we tend to use an alternate version of our logo with inner shadow on a concrete texture. This way the urban spirit of the game is even more clear.

Ecology logo

This logo is designed before the actual logo to indicate that we were busy creating a ecology game. The arrows represent the recycle logo. Added is the leaf to make clear it is about ecology. We've also added the green and blue colors explained in section 3. Colors.

Logo font

For the logo we chose a customized version of the futuristic font named “Aeromatics”. At first we made a logo with the font as it normally would be but the edges looked too hard and it looked a bit too spacey. So we decided to round the edges a bit. The font still has a futuristic look. We did this because our game story is also a bit futuristic and we thought it would fit the wire-frame well.


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Reading font

As our reading font we chose “Lucida Grande”. Compared to other reading fonts such as “Arial”, “Verdana”, “Tahoma” and others, it has more spacing and is a bit wider. The font is easy to read, even on smaller font sizes.

Colors

To accentuate different bullets, lines in our website, animation and game we chose to work with two colors. One green color and one blue color. We chose the color green because of the relationship with ecology and nature. Green is also the color that occupies the spectrum of the human eye the most and therefor a great color to accentuate and highlight things.

We also chose a blue color to bring a bit more color into the interface and highlight other things since only using green would not work that well if there’s more mediums where you have to apply the color to. For example if you would have to highlight the first team on the map, it would do with just one green color. If you have 2 teams it gets a bit harder. If there are more teams and things to be highlighted on one screen, a second color comes in handy. The blue color is not entirely blue, it has some green in it so it will match the green, ecology themed color.

Web color codes

Color codes below (RGB):

Print color codes

Color codes below (CMYK):


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6. MarketingSWOT analysis

You can find Our SWOT analysis is in the Appendix.

Marketing strategy

Market with market shareThe game world is a very broad market. There are a lots of games available, offline and online. We are a starting organization and we have to deal with competitors like:

· Makers of serious games· Makers of urban games· Makers of video games/ consoles· Makers of serious urban games

With all these competitors and the starting of our organization it’s difficult to determine our market share in the first year. After the first year we can calculate exactly our market share by divide our own sales by the total sales of all brands.

USP's

One of our USP's is that our game can be implemented in every city in Europe. We deliver a format which is at the beginning available in Maastricht, but for every city you can change the content, places etc. Another USP is that our game is a serious game with a serious topic. It’s all about active learning, but it’s also fun to play. Three other USP's that came out of our confrontation matrix are that we've got a team with a different range of knowledge, which we can use during our project. (graphic design, marketing, animations), we've got knowledge about motivate people and influence target groups and that we've got technical knowledge and knowledge about production methods of the game.


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Marketing mix

The major marketing management decisions can be classified in the following four categories:

1. Product

2. Price

3. Place

4. Promotion

These variables are known as the marketing mix or the 4 P's of marketing. They help managers to control the way of satisfy customers in the target market. It is important to generate positive response in the target market by blending these four marketing mix variables in an optimal matter.

Product

Core productOur core product is a serious urban game. This game has to appeal to youngsters in the age of 14-24 years. With a special focus on socially vulnerable youngsters. This serious urban game contains a serious topic. The topic of our game is political awareness and we specially focused on two subjects, renewable energy and lowering the energy consumption. The goal of the game is to learn these youngsters about political awareness through a mobile role playing game. When they play our game, they learn this by active learning. For our game we used the newest gadgets and technologies like iPhones, apps, social media, augmented reality, geo-catching and GPS.

QualityThe quality of our products has to be as good as possible. Our customers expect that we offer them a good playable game, that functions like it should be. So it is very important that our game is tested before we set it into the market and it has to be developed, fixed and tested again until we can offer our customers a stable and good functioning game which they expects.

Image/brandingThe image of our game is very important. Our image has to appeal to our target, because word of mouth advertising is very important in our branch. We have to create an image which youngsters will recognize and that they will talk about it with their family and friends.


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SupportAs a company it is very important to provide support to your customers. Because we are an online related company, it is important that we provide this support online. You can think of a FAQ page on our website. If people have a certain question they can find there answer on this page. But when they got a specific question they have to have the possibility that they can connect us. They can send us an e-mail via our website or they can connect us via telephone. But we will also inform our customers about the game itself. We will go visit schools to inform teachers, make an explanation video about our game, give support and information on our appstore page and we will also answering questions on social media.

WarrantiesWarranties are very important for our concept because we will use the newest gadgets like iPhones and augmented reality glasses. Before our customers play the game we have to inform them about our warranties and we have to let them sign a warranty paper. When they damage or steal (not bring the gadgets back) one of our gadgets they have to pay for the damage we have suffered as a company. Because of the fact that these gadgets are very expensive it make no sense to let them pay a certain amount of money. So we have to notice their personal information, bank account and take their ID cards or driver license.

Place

Trade channelsAs a company we have chosen to sell our product in Maastricht. But we can extended our game to every city in Europe. With our concept we can do business via business to consumer (B2C) and business to business (B2B). We can offer our game to individual customers and groups. They can buy our product via our app store or they can subscribe there selves via one of the organizing companies or via our website. But we can also do business with schools and asked them if they want to play our game. Of course is our game free to play and to download from our app store, revenues should reach via other sources like bannering on our website and via partnerships.

Number of channelsWe have chosen to produce the products ourselves. So we don't need intermediaries in our business channels.


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DomainFor our website we have to take a new domain. We want a url with our product name terra quest the game in it. Below you will see the most important urls which are available for our product:

terraquestthegame.nl Available €3.99Register for 1 year

terraquestthegame.info Available €7.99Register for 1 year

terraquestthegame.com Available €7.99Register for 1 year

terraquestthegame.net Available €7.99Register for 1 year

LocationsWe went to the city of Maastricht to search for locations (hot spots) where we can settle our QR-codes and pieces of for example the windmills (digital). Below you'll see a map of Maastricht with some of the location which we have chosen:

A selection of the locations of our game (all other locations can be found in the appendix):

1. Stadspark Maastricht (the park of Maastricht) 3. Mickeleers

2. Helpoort 4. Vrijthof


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http://versio.nl/shbestel1.php?maanden=12&pakket=1&domein=terraquestthegame&extensie=nl

http://versio.nl/shbestel1.php?maanden=12&pakket=1&domein=terraquestthegame&extensie=nl

http://versio.nl/shbestel1.php?maanden=12&pakket=1&domein=terraquestthegame&extensie=info

http://versio.nl/shbestel1.php?maanden=12&pakket=1&domein=terraquestthegame&extensie=info

http://versio.nl/shbestel1.php?maanden=12&pakket=1&domein=terraquestthegame&extensie=com

http://versio.nl/shbestel1.php?maanden=12&pakket=1&domein=terraquestthegame&extensie=com

http://versio.nl/shbestel1.php?maanden=12&pakket=1&domein=terraquestthegame&extensie=net

http://versio.nl/shbestel1.php?maanden=12&pakket=1&domein=terraquestthegame&extensie=net

Price

Because our serious urban game will be subsided by the European Commission people will not have to pay for it. The main goal of the project is to learn the players about political awareness, renewable energy and lowering energy consumption. To motivate our target group and to ensure that as many people as possible participate on our game, we have chosen to offer our game for free. We also have chosen to offer the iPhone app for free, because we think more people will play the game when it's for free instead of letting them pay for it.

Promotion

Promotion meansPromotion campaigns for our game are very important to motivate our target group to participate into our game. The goal of our promotion campaigns has to be that it is fun to play the game. We would like to do this in different ways.But the main focus should lie on our target group and on the location of our game. So we decided to do the following promotion activities.


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Visit schools

The most important place to find a high amount of youngsters is in schools. We will visit secondary and high schools in Maastricht to present our concept and game to all students. At the same time we want to inform their teachers about the game and the learning goals behind the concept. So that these teachers know that it is very important for the general knowledge of their students to participate and that they will learn a lot about political awareness and ecology. In the first month we want to visit all 15 schools mentioned below after a few months we will visit the schools that not yet have participated:

Secondary schools:Bonnefanten College - HAVO/VWOBonnefantenCollege - VMBOBonnefantenCollege - Vrije schoolBernard Lievegoed United World College, MaastrichtLuzac College Maastricht OPDC, St. Michaël Porta Mosana College, Porta VMBOPorta Mosana College, Porta HAVO/VWO Sint-Maartenscollege VMBO 1+2Sint-Maartenscollege VMBO 3+4Sint-Maartenscollege Havo-Atheneum-GymnasiumTerra Nigra

High schools:Hogeschool Zuyd Maastricht HBOLeeuwenborgh opleidingen Maastricht MBO

Posters We also want to hang up posters in public places where a lot of youngsters come together like schools, libraries entertainment venues and so on. These poster will be printed on A2 format and has to have the identity and look and feel as the rest of our promotion material and game.

Our own websiteOn the posters there will mentioned an url to our Terra Quest website. On this website the visitor we get a lot of information about how the game works, what they have to do and what terra quest is about. It will show the reader the story of the game and the trailer. On our website will also be implement links to our own twitter page and to the app store, where people can download our iPhone app for free.

Terra Quest app in the app storeVia the app store of Apple we want to promote our game as well. We want to give the visitor all the information about the game and a clear description of our app. This app will be available for everybody and they can download it for free. We hope that they will register themselves by one of the organizing companies and they will inform friends and family about the game. They will created a word of mouth advertisement what is good for the image of our company.


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The website http://toucharcade.com/Every day there will be all new apps that are available showing on the website. We will try to obtain free publicity on this website, via press releases. We hope that the administrators of the website put our app online and that the write a review on it. People can place comments and can share the relevant page via twitter. This will also generate free publicity and word of mouth advertisement.

Terra Quest twitterWe also want to inform our target group via social media and we have chosen for a twitter account. The reason why we have chosen this type of social media is that is easy to update it don't take much time and followers will get newest updates and information directly. On our twitter account we will provide the latest information about the game and we also will give feedback on questions and even give updates about the ranking system of our website. So that players stay involved with the game even if they already played the game. Of course is social media costless, so it will not entail extra costs.

Guerilla MarketingAnother type of promotion is guerilla marketing. Our idea is to create a template of the Terra Quest logo with the url of our website under it. This template will be placed on sidewalks of crowded places in Maastricht. Then a pressure washer will clean the sidewalk and when you remove the template you'll see the logo and the url on the sidewalk. This type of guerilla marketing is legal, because you don't pollute the sidewalk, but you actually clean it, so you don't need a permit for this. This type of promotion is very profitable because you only need one template and a few cleaning products and some water.

Flyers on bicyclesAnother great tool to reach youngsters is to hang flyers on the steering wheels of bicycles of these youngsters. When we're going to visit school we can hang these flyers on the bikes, but we can also do this on the train station of Maastricht. A lot of students leave their bikes there to go the school and so on, so that means that we can hang our flyers on there bikes when they are gone. The flyers will get the same information and look and feel as all the other promotion material we will use.

PartnersWe also want to do our promotion via our partners, we will ask if it is possible to put some information about our game on there website. This is usually done via a win-win situation, partners will put information about our company on there website and we will put information about the partners on our website, so you'll create a win-win situation.


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http://www.google.com/url?sa=D&q=http%3A%2F%2Ftoucharcade.com%2F

http://www.google.com/url?sa=D&q=http%3A%2F%2Ftoucharcade.com%2F

8. Financial aspectsDevelopment costs

Our development costs scheme is available at the Appendix.

Profit

We are going to try and let our target group play our game as a school activity. Off course this activity is not free. We have decided that we will charge schools 10 Euros per student that participates in the game. We also decided to ask 10 Euros for other groups and organizations that contain our target group. Such as “speelpleinwerking”, “chiro” etc.

So in order to start making profit we will have to find out how many students will need to participate. A formula learns us that we need 11103 students to play the game.We think this is a very reasonable amount of students, keeping in mind that an average secondary school has about 700 students of our target group. We will need about 15 schools to participate!

Formula:

111031,55 (costs)

------------------------------------------------------ = 11103 (students)

10 euro (price of 1 person participating in the game)

Other incomesThis urban game is also available for other people who might be interested in playing it. We will charge them 15 euro however.

SponsorshipSince our game involves energy supplying tools, we might get some sponsorship deal with an energy supplying company. We could for example put their logos on parts that the player has to collect or put their logo on some of the texts that the gamer will have to read in order to find out the answers to the questions. Off course we will not be able to make deals with different companies. Therefore we will try to make a deal with the main energy supplier for 5000 Euros.


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Break-even point

So the question is when exactly we will be starting to make money.To make that calculation we have to keep a few things in mind.To make it easy we will subtract the sponsorship investments from our costs and will only calculate students who play as a school activity.

Finally we have to keep in mind that we are being extremely positive in our calculation as off course not every day will be sunny or have the perfect conditions to play the game.

The students have courses 4,5 days a week (Wednesday till 12 o' cock) for a total of 36 hours. We have to subtract 5 hours of lunch break from that which gives us 31 hours a week of people available to play the game.

Off course we have to prepare every group to play the game therefore we subtract half an hour per hour that's been played. So that gives us 5 groups a day!

We have found out that the average class has about 18 pupils in. Therefore we can make our first calculation: how many pupils will be able to play every week?

( 5 groups a day x 18 pupils ) x 4,5 days a week = 405 pupils a week.

Our second calculation will determine how much weeks will be needed in order to become break even:

11103 pupils (needed to become break even)

--------------------------------------------------------- = 27 weeks.

405 pupils a week

So in a perfect case scenario it will take about 27 weeks to become break even.

Keeping in mind that a regular school year takes 40 weeks. And subtracting the winter months. Learns us that in a worst case scenario it might take an entire school year to become break even. Which is still not bad considering that our game will last 8 years!


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9. Appendix

Literature

http://en.wikipedia.org/wiki/Serious_game

http://adventure.howstuffworks.com/outdoor-activities/urban-sports/urban-gaming1.htm

http://blogcritics.org/politics/article/the-five-levels-of-political-awareness/#ixzz10w6FMST4

http://en.wikipedia.org/wiki/Global_warming_game

http://www.syntens.nl/Artikelen/Artikel/Serious-gaming-groeit.aspx

http://demo.ranj.nl/deltaspel/dswmedia/game/game.html

http://www.wwzmaakhetsamen.nl/eCache/DEF/1/20/568.html

http://www.macaw.nl/Het+Bedrijf/Producten/Serious+Games.aspx

http://www.cbs.nl/NR/rdonlyres/AF6E0157-6835-4F68-91A9-837157C380D3/0/2003g87p111art.pdf

http://www.cbs.nl/nl-NL/menu/themas/vrije-tijd-cultuur/publicaties/artikelen/archief/2010/2010-3144-wm.htm

http://www.cbs.nl/NR/rdonlyres/FC1C89C3-37DE-459A-9C83-4CF160D1BAC4/0/10P579.pdf

www.YouthResearchPartners.com

www.WhatYouththink.com

http://en.wikipedia.org/wiki/European_Commission

http://www.netmba.com/strategy/competitor-analysis/

http://www.triqs.nl/simulatie/competentiematrix.t

http://www.freeyourmindevents.nl/activiteiten/home.html

http://www.ea.com/nl/

http://www.urban-rivals.com/t

http://www.maastricht.nl/web/Home/Home/M_e_d_i_a_i_t_e_m-tonenop/Scholen-in-Maastricht.htm


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http://blogcritics.org/politics/article/the-five-levels-of-political-awareness/


























http://www.YouthResearchPartners.com

http://www.YouthResearchPartners.com

http://www.WhatYouththink.com

http://www.WhatYouththink.com









http://www.google.com/url?sa=D&q=http%3A%2F%2Fwww.ea.com%2Fnl%2F


http://www.google.com/url?sa=D&q=http%3A%2F%2Fwww.urban-rivals.com%2F




http://www.google.com/url?sa=D&q=http%3A%2F%2Fwww.triqs.nl%2Fsimulatie%2Fcompetentiematrix.t


http://www.google.com/url?sa=D&q=http%3A%2F%2Fwww.maastricht.nl%2Fweb%2FHome%2FHome%2FM_e_d_i_a_i_t_e_m-tonenop%2FScholen-in-Maastricht.htm




Media plan


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Confrontation matrix


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Website - Home


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Website - Pictures


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Website - FAQ / About


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Website - Rankings


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Application screenshots


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Detailed persona’s

Name: EmielAge: 16Hobbies and interests: Playing drums, reading fantasy books, likes alternative music. Also likes photography.Political Knowledge: I only know what my parents vote for, but apart from that i really don't care about politics.Ecological Knowledge: I know that the greenhouse effectis a bad thing, but i have no idea what's causing it. I alsoknow about windmills but I don't know how they work.. they don't make cars drive do they?

Name: RobinAge: 17Hobbies and interests: Gaming especially WoW and FPS games. I also like to watch horror movies. Political Knowledge: I can name a few political parties and also know the name of a few politicians, but it's unclear to me what they do exactly. Ecological Knowledge: I know that the gasses from cars are not good. And i know that energy from windmills and solar panels is better than using fossil fuels.

Name: Bianca Age: 15Hobbies and interests: I like hiking and making jewelry i also like to go out shopping with my friends. I'm very much interested in baking as well and make-up.Political Knowledge: I don't know anything about those things. They simply do not interest me at all! Ecological knowledge: I have never heard about the word ecology or greenhouse effect.

Name: Samantha (Sporty – Rebellious Girl)Age: 16

Hobbies and interest: I like Wall Climbing, Snowboarding and other outdoor activities. I'm interested in all sorts of sports i always want to be the best at everything. I'm very Competitive. I'm also interested in human rights and I'm a vegetarian!Political Knowledge: I know the difference between left and right winged political parties. I also know a little bit about their political agenda's i read about it on online-papers. And i always watch the news, so that's my main source of information.Ecological knowledge: I know a lot about my ecological footprint, and i know that nuclear waste is a bad thing. But I've never bothered much to find out about renewable energy resources.


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Political awareness levels

1. Illiterate – A person who is politically illiterate might know who the President is or perhaps the Governor of their state but that’s usually about it. They don’t watch the news. They have no knowledge of the issues and don’t know the difference between a Republican and a Democrat. This person does not vote.

2. Misinformed – This category is for those who have latched onto an extreme sect, an emotional issue, a movement or a charismatic personality. They are often dogmatic about their views and prefer partisan rancor because they would lose an objective debate. They often know little if anything about other perspectives. They have a slow growing awareness of officials but are primarily focused on those they dislike. While this person might be passionate and loud about their views, they are also often hypocritical when it comes to the practice of these views. Politics is a character crutch for them. So in turn this person will usually claim to vote but often does not.

3. General – A general awareness is as the name implies. This person knows who some of the government officials are, they know some of the issues and can tell the difference between a Republican and a Democrat. They might be strongly motivated on one or two issues. They might pick their candidates based on personal appeal rather than party affiliation. They lean towards stability, moderation and bipartisan movements. This person votes in almost every general election.

4. Activist – This individual gets involved. Here you have a person with a good grasp of the issues, who can recite the details of sects within each party and has worked on at least one election. This person reads books about politics, keeps up with the daily news and might write articles or a blog with a political hook in it. They have a preference for direct contact and search for an abundance of information wherever possible. They learn how to build coalitions in order to advance their agendas. This person knows who all the candidates are and votes in every election.

5. Expert – This is the flip side of political awareness where-in the individual is the one making the news instead of following it. The expert might work in government, knows all the issues, knows all the candidates and power players sometimes personally. This person is likely to have worked in many elections. They understand the language of diplomacy and can strategize with institutions and community organizations when necessary. This person might appear on the talk shows, they might write political books and their opinions carry weight in the political community. They always vote and do so publicly.

As a result of our research and surveys we know that 1/4 of the youngsters are misinformed. 50% of the youngsters are following politics, so they know a little bit about it. A great part of them know for example who the president of the European Union is.

1/4 of the youngsters are illiterate. They don’t follow politics and don’t know what is the difference between a Republican and a Democrat. They think that voting is not important. 50% of the youngsters don’t know that climate changes are bad and the youngster that do know it, can’t tell what causes it. These illiterate youngsters don’t know the difference between fossil fuel and renewable energy sources and only 18% knows what the term ecology means.


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Research

Definition serious game

A serious game is a game designed for a primary purpose other than pure entertainment. Serious games are designed for the purpose of solving a problem. Although serious games can be entertaining, their main purpose is to train, investigate, or advertise. Sometimes a game will deliberately sacrifice fun and entertainment in order to make a serious point.

Whereas video game genres are classified by gameplay, serious games are not a game genre but a category of games with different purposes. This category includes educational games and advergames, political games, or evangelical games. The category of serious games for training is also known as "game-learning".

Definition urban game

Urban gaming is such a new phenomenon that a strict definition is hard to come by. All urban games have a few things in common, however. They all take place in public spaces. Often this is a city, or a defined area within a city, but some games take place in wilderness areas, such as state parks and other publicly accessible places.

The play space is always much larger in scale than traditional games . In fact, it could be said that they occur at "human scale," rather than a miniature scale on a tabletop, or as an abstraction in a computer game. Finally, all urban games incorporate communication technology, such as cell phones, GPS receivers, digital cameras, and the Internet.

These games can take almost any form. Usually, they revolve around finding someone or something, or avoiding being found. Sometimes there isn't really a point to the game other than the experience itself.

Definition serious urban game

A serious urban game is a game that take place in a public space, such as a city. The primary purpose other than pure entertainment is to solve a problem. A serious urban game can also be entertaining but there will always be a learning goal. The game revolve around finding someone or something or avoiding being found. Sometimes the players have to collect something to solve a problem and get to the learning goal.


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Definition of a global warming game

A global warming game, also known as a climate game or a climate change game, is a type of serious game. As a serious game, it attempts to simulate and explore real life issues to educate players through an interactive experience. The issues particular to a global warming video game are usually energy efficiency and the implementation of green technology as ways to reduce greenhouse gas emissions and thus counteract global warming.

Examples

Arbo Masters

http://www.arbomasters.nl/

Delta Game


Political awareness in relationship to youngsters

As a way to calculate where youngsters stand, we used general definitions for the five levels of political awareness. These are available at Appendix 9.7.


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http://www.arbomasters.nl

http://www.arbomasters.nl



Story

It is the year 2020. Maastricht as we knew it, has become Europe’s most active producer of smog. In these years, not only the scenery and buildings have changed. The health state of the city citizens has been rapidly changed from good to bad and worse.

The government of The Netherlands, as well as the city government of Maastricht has changed since the elections back in 2010. The right-winged parties have taken over and threw out the climate-change 'nonsense', importance of renewable energy and other ecological statements and plans.

Here we are now, in 2020. A group of young innovators, scientists and supporters (known as 'The Resistance') have gathered with one goal. To change back the city the way it was, make people aware of what has happened and clean the city. You, the reader, have become one of the few chosen ones to help us with a difficult task.

Now here's the thing. Scientists in our the team have been working on a method to contact people back in 2010 to make them aware and let them do something about the problems before it is too late. They made a device that they call the "Backtracker". The device will be transferred to you and a few other people, living in Maastricht. You have to team-up and form a swift response unit we call "Restore Runners". Using the Backtracker you will be able to look into the future to see what has happened at or to a certain place. For example you can go to a specified location where had been plans to build biogas factories, where now -unfortunately- car factories have been built. Approved by PVV and VVD to build cheaper cars and promote traveling by car and eventually improve economics for their own good. You will then learn about politic parties, important politicians and other locations which we will have to clean or rebuilt.

The Resistance has been able to place a tag on things you will need to complete small missions. You will have to scan those tags so the Backtracker gets fed by information and so called "Building Blocks". Building blocks are special tags which contain encrypted data we can use in our time (2020) to alter statues, buildings and even places. When you're able to feed us with enough building blocks, we will be able to reconstruct the city and prevent the city from changing.

You are given certain important locations, when we first make contact, using the Backtracker. Remember that this isn't going to be a very light weight job since lives of the future citizens of Maastricht are depending on it. Also beware that the Backtracker only has limited time since the time/space connection requires an enormous amount of energy and the small device only can last for an hour at max.

Now since there is no time to lose, we'll have to end this short briefing.

Fire up your backtracker and get ready!


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Mood board


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Technical concept

Goals of the game

- First off all we have to learn them about the goal of 2020.

- Second off all we have to learn them something about renewable energy resources.

- We have to learn them that politics have an influence on how we deal with ecology. (If you don't vote nothing will happen.

How will we translate these goals in the game.

The goal of 2020:The narrative part; We will learn this very simply by telling them about it. The start of the game will give them a view of the consequences of not reaching this goal.

Renewable energy resources:In both games the objectives are the same. Fix/Help building the renewable energy recourse objects/facilities. After that you have to answer a question about each of the renewable energy resources. It is hard to find these renewable energy resources if they don't exists in the place where the game will be played. The solution for this problem is Augmented Reality. The players will be able to see the objects with their augmented reality viewer (smartphone, preferably iphone). Augmented Reality can simply use an image of an existing environment as a trigger. Once they have found the augmented recourse, they will get information on where the missing part will be. The missing part will be a QR-code that will have 2 functions, first off all it can be viewed with the augmented reality viewer. Second of all the QR-code will make the smartphone go to website where the player will find information about the energy resource. After finding all the parts and reading the information, they will be able to get the coödinates of the second place they'll have to go to. Learn them about the influence of politics on ecology:If you don't vote, chances will be small that political parties will achieve their goals.It is therefore important for the player to realize that his actions will have consequences.Therefore we thought that it would be a great idea for this game to have a time limit on each objective. Time runs out at 2020. So if the game takes 60 minutes, then one minute equals 18 months in game.

Formula:

2020-2010= 10years = 120 months

60 (minutes) / (120 months) = 0,5 month/minute

The influence of changing the past.If we have learned one thing about the possibility of time travel, and easy physics it is that every action will lead to a reaction.If a player successfully completes a goal within time, voters will vote on the correct party and the 2020 goal will be achieved. If a player however does not care about the game, or fails to do a mission on time, than nobody will vote (or vote for the wrong political party) with all the consequences that has.


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This also stimulates the player's thought about energy in the way that he has to do things fast! For example if you do everything slow, you will not achieve the goal. This stimulates the thought of “hey we have to act right now! If we'll wait bad things will happen!”

Game Location

The game will be played in Maastricht, a city and a municipality in the southern part of the Dutch province of Limburg, of which it is the Capital. Maastricht is widely known as a city of history, culture, local folklore and education. The town is popular with tourists for shopping and recreation. The city also has a large international student population.

Why should the target group be interested in this game?

The main reason why we developed this game is because we want to learn our target group a number of things. In this 21th century full of wonderful technology it seems like the most interesting way for youth to learn something is mobile learning. The term “mobile learning”, has different meanings for different communities. Although related to e-learning and distance education, it is distinct in its focus on learning across contexts and learning with mobile devices. One definition of mobile learning is: Any sort of learning that happens when the learner is not at a fixed, predetermined location, or learning that happens when the learner takes advantage of the learning opportunities offered by mobile technologies. In other words mobile learning decreases limitation of learning location with the mobility of general portable devices.

There are a few reasons why our target group should become interested in playing our game.

The first reason is the usage of our design. We came up with a design that really jumps into the attention of our target group. We have tried to make it a grungy, ornamental, chaotic design with a sense of “making a change”. We want to stimulate their feelings of being independent. We want to help them at the same time that they'll help us by giving them the feeling that they are fighting the system.

The second reason is the narrative part. According to www.YouthResearchPartners.com and www.WhatYouththink.com authenticity is serious business. As the demand for youth attention increasingly outstrips its supply, the price of acceptance will be trust and its derivative authenticity. Storytelling becomes an essential tool in the development and communication fo authenticity. Therefore it is very important for us to come up with a story that is interesting for our target group.


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http://www.YouthResearchPartners.com/

http://www.YouthResearchPartners.com/

http://www.WhatYouththink.com/

http://www.WhatYouththink.com/

The third reason is the usage of modern technologies.

Teenagers love modern technologies. Almost all of them have a cellphone but they can't afford a 600€ iphone that supports the latest technologies. Our game will give them a moment to experience how it feels like to play with these gadget-phones. We recommend you to use the iphone 4 but you can start with an iphone 3GS to save money. Why the iphone 3GS? Because this is the first model that supports Augmented reality.First off all we want to use the iphone to view augmented reality bits. This can either be done on the iphone itself, but, since it's pretty hard to walk around and holding a phone in front of your eyes. It's better to attach a pair of augmented reality glasses to it. Vuzix has a wide variety of glasses with or without audio support.

According to www.gartner.com 's latest hype cycle we can see that Augmented reality has just broken through the technology trigger phase into the peak of inflated expectations phase. However, most teenagers don't know what augmented reality is. Therefore we think augmented reality is very attractive to them. Another technology that we want to use is QR-codes. A QR-code is a two-dimensional matrix barcode that is readable by QR scanners. This technology is not new, it was brought out in 1994, but it has gained a lot of popularity since the wide availability of smart phones. This is off course, because smart phones can read these QR-codes.QR-codes are interesting because they can contain a lot of information like making your cellphone open up url's that will show videos, contain 4296 alphanumeric characters and also trigger augmented reality.

The fourth reason is competition.Everyone loves competition, it's in our nature to “try and be the best”. Our game stimulates this feeling of competition in not only one, but two ways. First off all there are number of missions that one should complete in order to “win” the game.

Second of all each mission requires you to act fast because there's a limited amount of time to complete each mission. In the end you can see how fast and how well you have accomplished the game compared to other players. This content will be showed in the form of a ranking system.

We already told you that the game will be time-bound. The points for the ranking system will be awarded using the following formula:

TimeLeft ( in Seconds Where 1 second = 10 points) x Missions Accomplished.------------------------------------------------------------------------------ number of players


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http://www.gartner.com/

http://www.gartner.com/

Missions

Bio Energy Mission: Find bio-garbage on a market square to fuel a bio-engine. Answer a topic related question.

Wind force Mission: Find the rotor blades of the wind turbine. Answer a topic related question.

Water force Mission: Find the dam parts. Answer a topic related question.

Solar-Power Mission: Find the Solar Cells. Answer a topic related question.

Muscle power/cardio Mission: Complete every mission as fast as possible. Answer a topic related question.

The Game

The maximum number of participants per game will be 30.

The player will start at the backquarters of the “resistance”. This location will be “DE SPHINX”. The key importance is that the room has a projector where an introduction movie can be seen.

The introduction movie will show the player how the world looks like in 2020 and tell them the story.

After receiving the backtracker (Iphone + Application + Augmented Reality Glasses) the player will get some information on how it works. Than the person will be allowed to go outside and start playing the game.


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The first thing that the player will see on his backtracker is this menu where he can choose a number of options. In order to start playing the game, the player off course will choose “start game”.

He will than be able see his location and enter the game menu.

In this menu the player is able to choose from a different set of options. These are the Inbox to receive messages from the resistance from the future. The objectives; here the player can


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always find what (s)he has to do and where (s)he has to run. The Datacenter allows the user to see information he has gathered from the QR codes. Off course for usability reasons, the help and back option are also available.

So once outside the player will receive his first inbox message. In this message the player will be shown a short video which the player can see through his augmented reality glasses. This video will tell tell the player where exactly he has to go and what is going on. In the first mission the text of the video will be the following.

Dear resistance member. I hope you have arrived well in the past. As you can see things are much different than here. Your first mission is to help Groenlinks build their windmill. The PVV is planning to steal the necessary parts so that the windmills can't be build on time. They do this because they want to put a nuclear power plant on the same location and lying that windmills are insufficient enough at creating energy and the space can be used better. This location has been uploaded to the datacenter.

Objectives

– Go to the location that has been updated in your datacenter.– Find the missing parts and assemble them by scanning the QR codes on them. – Every QR code contains necessary information about windmills, gather the information so that we can prove that windmills are sufficient enough and secure their future.


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So now it really starts. It's all about running as fast as possible to the location, which is a rather big open area for the windmill mission. On this location you will have to locate the windmill parts.You will have to scan the QR codes which will give you some information.


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At the location of each part of the windmill you will find a QR code. After you have scanned it, you will obtain some information about a renewable energy resource. In this case, obviously, the benefits of a windmill.

One of the text for example could be the following:

A wind-turbine is a different word for a modern windmill that produces electricity. Wind-turbines are always located on places where there's a lot of wind like for example big open areas or dykes. Sometimes wind-turbines are also build in the sea. Inside the wind-turbine sits a generator. A generator is like a big dynamo (like the

one you can find on your bicycle) that produces electricity.

After collecting and scanning all the pieces, you will be shown that the windmill is now assembled. You will now receive a question from the resistance. The answer to the question can be found in the information you have obtained. If you answer the question correct, you'll obtain a number of points. (based on speed of answering). If however, the answer is not correct, you'll not obtain any points. But don't worry because you'll receive the GPS location for the next target anyway.

A question could be “Name 3 good places for placing a wind-turbine.”.

After answering the question, mission 2 will begin!


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SWOT analysis

Internal analysis (both for selling and buying):

ENVIRONMENT: MICROThis environment influences the organization directly. It includes suppliers that deal directly or indirectly, consumers and customers, and other local stakeholders. Micro tends to suggest small, but this can be misleading. In this context, micro describes the relationship between firms and the driving forces that control this relationship. It is a more local relationship, and the firm may exercise a degree of influence.

- Financial resources- Commercial resources- Technical resources- Natural resources- Human resources

Strengths:What are we able to do what other companies can't do?Added value of our team, urban game, concept and ideas.Added value for our customers/players and the market.

• Our concept and serious urban game can be implement in every city in Europe.• We will work with the newest technology: QR codes and augmented reality.• We've got a team with a different range of knowledge, which we can use during our

project. (Graphic Design, marketing, animations)• Concept can be used for other topics.• Experience in making board games and storytelling.• We'll get subsidies from the European Commission.• We've got knowledge about motivate people and influence target groups.• Technical knowledge and knowledge about production methods of the game.


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Weaknesses:What are the weak point of our team, game, concept and ideas?And what are the barriers for us as a team and what are the difficulties in our project?What can other companies do better than us?

• No knowledge about financial and adminstration parts.• As a team we have no experience with making a serious urban game.• We have to get our income out of subsidies and partnerships.• We can't do all technical aspects ourselves, we have to outsource things.

External analysis (Outside world):

ENVIRONMENT: MESOThe meso-environment, industry or market in which it operates. Links in the meso-environment cannot be controlled, but they can be influenced.

Customers can be divided into four distinct types:■ Consumer market (individuals or families)■ Industrial market (organizations providing goods / services to buy myself more co-produce)■ Intermediate market (dealers)■ Institutional market (large customers such as hospitals and schools)

We are set in the consumer market and we are focusing on individuals and groups.

ENVIRONMENT: MACROThis includes all factors that can influence and organization, but that are out of their direct control. A company does not generally influence any laws (although it is accepted that they could lobby or be part of a trade organization). It is continuously changing, and the company needs to be flexible to adapt. There may be aggressive competition and rivalry in a market. The marco-environment is about the DEPEST formula:

- Demographic factors- Economic factors- Political-legal factors- Ecological factors- Socio-cultural factors- Technological factors

Opportunities:What do our customers expect of our game and concept?What are the improvements we've got?What are the trends and which trends will there be in the future?

• Customers expect our game to be exciting and fun.• Increase in mobile internet and smart-phones.• Economic crisis (our game is free).• We have got a ecological concept (care about milieu aspects)• In Maastricht has a good infrastructure.


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Threats:What are the threats of our game? Motivation?What are the strengths of the competitors in our market?

• It is hard to motivate our target group, because they really don't care about our topic political awareness..

• We don't know if our concept will work and whether there is enough interest for it?• People become older and older. (Aging).• Competition of competitors.• We have to get our income out of subsidies and partnerships (economic crisis).• Technical problems.• The Law. (the law can change about street gaming).


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Competition matrix/analysis

Competitor Analysis

Michael Porter presented a framework for analyzing competitors. This framework is based on the following four key aspects of a competitor:* Competitor's objectives * Competitor's assumptions* Competitor's strategy* Competitor's capabilities

Objectives and assumptions are what drive the competitor, and strategy and capabilities are what the competitor is doing or is capable of doing. These components can be depicted as shown in the following diagram:

1. Creators of serious games:Example:Triqs simulatie (http://www.triqs.nl/simulatie/competentiematrix.t)Triq simulation has a number of different serious games / management games developed. These games all have a different character in terms of level or specific learning goals. These games are suitable for deployment in both education (MBO / HBO) and industry.

Objectives: Most of the makers of serious games have short term goals. They get a job to developed a game for education or industry so normal they don't have the money to compete on price competition and most of the makers of serious games don't want to take a high risk as a company.

Assumptions: The market of serious games are depending on trends, if people like the concept of the idea (because it's something new) they are willing to play it. But when the trend is over (it is not new anymore) they don't want to play the game anymore. Past experience of serious games are very important to develop new serious games.


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Strategy: Of course every company has there own strategies, but it is very important what these competitors say and what it does. To find out you have to read their annual shareholders reports, read interviews and press releases.

Capabilities: It is hard to indicate how a company will respond to a competitive attack, but as we said makers of serious games often don't have money to compete on price, so they have to be very creative and targeted.

2. Creators of urban games:Example:Urban Rivals (http://www.urban-rivals.com/t)Urban Rivals is a free multi-player game with more than one hundred places to discover and characters to be collected and evolved into realtime with other players from around the world to fight.

Objectives: Makers of urban games normally don't have to compete on price competition because they offer their games online for free. People want to play their games or not, so they don't have to take any risks. If they don't succeed, they can consider to create a new game.

Assumptions: Makers of online urban game often believe in their own competitive position, normally they don't have to take care of trends or experience in the past. People like their game or not. Like for example pac man is was made a long time a go, but a lot of people are still playing this game.

Strategy: The same applies to this item, but it is very difficult to find out where you can find there information. Normally these companies are very small and they don't have reports and press releases. You usually only can find information on their websites like new events and so on.

Capabilities: The same applies to this point, also the makers of urban games normaly don't have the financial resources to compete on price competition so they have also be very creative and targeted in their strategies.

3. Creators of video games/ consoles:Example:Electronic Arts (http://www.ea.com/nl/)A video game is an electronic game that involves interaction with a user interface to generate visual feedback on a video device.The word video in video game traditionally referred to a raster display device. However, with the popular use of the term "video game," it now implies any type of display device. The electronic systems used to play video games are known as platforms; examples of these are personal computers and video game consoles..


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Objectives: Makers of video games got a lot of competition because there are so many games in circulation, so they really have to compete on their price. But on the other hand certain games have an image and people are willing to pay more for this game to get it. Makers of video games normally take a high risk because located in a game there is a lot of research that costs a lot.

Assumptions: Makers of video games are really have to take care of trends and experience, they have to know what the trends of today are and what their target group what to see in their games. If they succeed in this they can develop games people are willing to play. They also have to look at there past, if they make a good game and people like it they can develop a new similar game. Like for example the call of duty series, they started with call of duty 1 and now there are a lot of parts in the stores of this game.

Strategy: Of course the same applies to this point, but usually makers of video games are big companies and they will publish a annual report every year. They also do a lot of press releases and interviews when they developed a new game.

Capabilities: Makers of video games normally have the possibility to compete on price, because they are big companies with a lot of money. But if they got a good image for their games and brand, people are willing to buy their stuff and are willing to pay a higher price for it.

4. Makers of serious urban games:Example:Free your mind events (http://www.freeyourmindevents.nl/activiteiten/stad/thetarget.html?gclid=CKqFwPmhq6UCFQGDDgodG18aXA)The target is an exciting GPS game that is played in different cities in the south of Limburg. The goal of the game as a gangster is to commit crime. As a police team it's your job to stop the gangster from commit a crime.

Objectives: Currently makers of serious urban games are set in a niche market with a small competition. They don't have to compete on price but they have to motivate people to play their game, if they don't succeed on that fact they don't get any income and then there is a high risk.

Assumptions: Because of the fact that serious urban gaming is recent, there is not a lot of experience of the past where you can fall back on. So as a company you really have to belief in your own game. Trends can be very important if you want to offer the newest technologies you have to develop your game often.

Strategy: On this point contains the same information as point 2, because it is a new market with little companies it is hard to find out which information they provide.

Capabilities: Serious urban gaming is a new way of gaming so there is not a lot of competition in this market, so it is hard to indicate how companies will respond on a attack of one of their competitors. Motivate the target group can be a serious issue for these companies.


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Development costs

Numbering Item Name Item Amount Unit Amount Unit Unit Price Cost1SOFTWARE 40565.00

01-01-10 Project management 7650.0001-01-01 Coordination 7650.001.1.1.1 Project manager 01-01-00 01-03-00 day 450.00 1350.001.1.1.2 Application designer 01-01-00 14.0 day 450.00 6300.0001-02-10 Development 22700.0001-02-01 Instructional design 900.001.2.1.1 Application designer 01-01-00 01-02-00 day 450.00 900.0001-02-02 Definition of content and final applicationDefinition of content and final application 4150.001.2.2.1 Instructional designer 01-01-00 01-03-00 day 350.00 1050.001.2.2.2 Copywriter 01-01-00 01-01-00 day 350.00 350.001.2.2.3 Text editor 01-01-00 2500.0 line 01-10-102750.0001-02-03 Content creation 5250.001.2.3.1 Content developer 01-01-00 01-05-00 day 450.00 2250.001.2.3.2 Technical writer 01-01-00 01-10-00 day 300.00 3000.0001-02-04 Design user interface, lay out and styleDesign user interface, lay out and style 11500.001.2.4.1 Designer/graphics artist 01-01-00 01-05-00 day 350.00 1750.00

1.2.4.2Human Computer Interface designer 01-01-00 01-10-00 day 450.00 4500.00

1.2.4.3 Interactivity Designer 01-01-00 01-05-00 day 350.00 1750.001.2.4.4 Animation designer 01-01-00 01-05-00 day 350.00 1750.001.2.4.5 Interaction designer 01-01-00 01-05-00 day 350.00 1750.0001-02-05 Testing and evaluation 900.001.2.5.1 Testing 900.001.2.5.1.1 Usability expert 01-01-00 01-01-00 day 325.00 325.001.2.5.1.2 Testperson 01-01-00 01-01-00 day 250.00 250.001.2.5.1.3 Pedagogical expert 01-01-00 01-01-00 day 325.00 325.0001-03-10 Distribution and implementation 10215.0001-03-01 Webdesigner 01-01-00 01-05-00 day 450.00 2250.0001-03-02 Software developer/programmer 01-01-00 01-12-00 day 350.00 4200.0001-03-03 Database engineer 01-01-00 01-03-00 day 450.00 1350.0001-03-04 Designer/graphics artist 01-01-00 01-05-00 day 350.00 1750.0001-03-05 Photographer 01-01-00 01-01-00 day 250.00 250.0001-03-06 Hosting 01-01-00 01-10-00 month 40.00 400.0001-03-07 Traffic usage in GigaByte 01-01-00 month 15.00 15.00

2VIDEOPROGRAMME 17439.4002-01-10 Pre-production 350.0002-01-01 Instructional design 350.002.1.1.1 Instructional designer 01-01-00 01-01-00 day 350.00 350.0002-02-10 Production 4564.4002-02-01 Shooting 4564.402.2.1.1 Personnel 3557.402.2.1.1.1 Director 01-01-00 01-01-00 day 350.00 350.002.2.1.1.2 Actor 01-04-00 01-01-00 day 400.00 1600.002.2.1.1.3 Cameraperson 01-02-00 01-01-00 day 275.00 550.002.2.1.1.4 Editor 01-01-00 01-01-00 day 350.00 350.002.2.1.1.5 Sound engineer 01-01-00 01-01-00 day 275.00 275.002.2.1.1.6 Boom operator 01-01-00 01-01-00 day 250.00 250.002.2.1.1.7 Transport 120.0 km 0.27 32.40


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2.2.1.1.8 Runner 01-01-00 01-01-00 day 150.00 150.002.2.1.2 Video Camera Equipment and hardwareVideo Camera Equipment and hardware 124.002.2.1.2.1 Minicam 01-02-00 01-01-00 day 62.00 124.002.2.1.3 Camera support and grip 591.002.2.1.3.1 Tripod/microphone stand 01-01-00 01-01-00 day 01-05-0001-05-002.2.1.3.2 Dolly (studio) 01-01-00 01-01-00 day 300.00 300.002.2.1.3.3 Steadycam 01-01-00 01-01-00 day 286.00 286.002.2.1.4 Sound equipment and hardware 292.00

2.2.1.4.1Microphone wireless (radio) rental 01-04-00 01-01-00 day 60.00 240.00

2.2.1.4.2 Perche/pole/boom 01-02-00 01-01-00 day 15.00 30.002.2.1.4.3 Headphones 01-02-00 01-01-00 day 01-07-0014.002.2.1.4.4 Cable audio 5m 01-02-00 01-01-00 day 01-02-0001-04-002.2.1.4.5 Cable audio 10m 01-02-00 01-01-00 day 01-02-0001-04-0002-03-10 Post-production: editing 12525.0002-03-01 Off-line editing 12525.002.3.1.1 Assistant director 01-01-00 01-01-00 day 350.00 350.002.3.1.2 Chief editor 01-01-00 01-01-00 day 350.00 350.002.3.1.3 Sound engineer 01-01-00 01-01-00 day 275.00 275.002.3.1.4 Designer/graphics artist 01-01-00 33.0 day 350.00 11550.00 3 AUDIOPROGRAMME 116.0003-01-10 Production 116.0003-01-01 Prepare studio 116.003.1.1.1 Equipment, tools and hardware 116.003.1.1.1.1 Voice over booth rental 01-01-00 01-01-00 day 100.00 100.003.1.1.1.2 Tripod/microphone stand 01-01-00 01-01-00 day 01-05-0001-05-003.1.1.1.3 Music stand 01-01-00 01-01-00 day 01-01-0001-01-003.1.1.1.4 Lecture stand 01-01-00 01-01-00 day 01-10-0001-10-00 4 PRINT MATERIAL 750.0204-01-10 Printing 750.0204-01-01 Billboards 2750.004.1.1.1 Principal designer 01-01-00 01-01-00 day 400.00 400.004.1.1.2 Editor 01-01-00 01-01-00 day 350.00 350.0004-01-02 Press 0.024.1.2.1 Printing Fixed Rate 0.02 0.02 5 RESEARCH Total Field Research 2000 Focus Group survey 200 Geo Marketing Study 3000 Renewable Energy Resources 400.00 Equipement Unit amount Unit PriceUnit Price TotalIphone 3GS 30 530 15900Vuzix Wrap 920 Augmented Reality GlassesVuzix Wrap 920 Augmented Reality Glasses 30 350 10500QR Plastics and PolesQR Plastics and Poles 30 20 600

SUB TOTAL 93370,43 OVERHEAD 01-10-00 % 5887.04 CONTINGENCY 01-10-00 % 5887.04 INSURANCE 01-10-00 % 5887.04 TOTAL COST 111031.55


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