Initial funding for this project will be an application to the Australian Government, through Screen Australia.In November of 2012, then Minister for the Arts, Simon Crean, announced a new three-year $20 million fund for the interactive games industry. This fund is managed by Screen Australia, who offers funding up to a maximum of $500,000 per project, dependent on the scale of production (Screen Australia 2014).
Word of mouth and guerilla marketing will be the core of the early marketing stage. This tactic of marketing will be the most cost effective way of marketing the early product. The use of this marketing will be implemented using QR codes posted around strategic locations that will be using in the app. Under the QR code will be a simple line asking (tba).
Kickstarter will work in two ways, both as a financial fundraiser and active marketing tool. Using Kickstarter will be a cost-effective way to spread word to the market about this app. Our Kickstarter page will detail how the app works and the mechanics of the app. The financial impact of this marketing tactic would be minimal as hopefully people will be making financial pledges to back this project to conception.
These have been quite effective in bringing the offline world into the online world in a matter of moments as it brings about interactive advertising with minimal cost.
For example, Tesco, a large British multinational grocery chain was ranked as the 2nd most popular grocery chain South Korea. However, to reach the number 1 spot they had to overcome their next competitor, who had double the stores in Korea then Tesco had. So Tesco came up with the strategy to decorated subways in Korea with images of shopping shelves in the exact layout of their stores. However, the only difference was next to the price label was a QR code for consumers to scan, which would place that item directly into the consumer’s online shopping bag.
This successful QR code campaign by Tesco rose the companies new registered members by 76% with an increase of online sales of 130%. http://www.geek.com/mobile/koreas-tesco-reinvents-grocery-shopping-with-qr-code-stores-1396025/
Initially, the QR codes will be placed in a variety of locations, which when scanned by a smartphone device, will redirect to the Facebook page. When the app will launch, these QR codes will then redirect to the corresponding smartphones app store, either Google Play or the iOS app store.
By using QR codes, this keeps all the whole experience of the app and the game located on the users smartphone without having outside interference.
To track how effective the initial QR code marketing campaign will be, we will be using an online tracking service called Delivr, pictured above, which tracks all the QR scans from our various codes that we will put out.
Primary target audience: Uni students
Secondary target audience: Alumni & staff
Age demographic: 18 – 55
Sex: Male & female
Appeals to all categories of gamers including the casual and hardcore gamer market
Multi-lingual to capture to international student attention.
The crux of our concept marries real space and the cyber realm, with the outcome of a mini game resulting in the allocation of real territory. This isn’t like an ordinary game that relies on points and coins – the winner gains status with their name/avatar being displayed on the game map, essentially ‘owning’ those real spaces. The more territory you own – the cooler you are! With no real score-based system displayed to the players, the game awards territory to the winning player…but also takes into account their number of previous wins to losses.
To win, the current ruler of a space/territory, the challenger must move into that area and play a mini game against another present player. This fosters social interaction between players and also prompts them to move to new areas in order to gain more territory. Initial brainstorming saw our game ideas skyrocket, but to bring the concept back down to earth, we’ve decided to make it available only at UOW.
Projected Development Cost – will not exceed $50 000 (we’re a University-based development with limited resources).
Timeline – 6 -9 months
Rainbow Death Studios will also be putting forward a Kickstarter campaign to help get financial backing to fund this smartphone app (Project Untitled) as well as pursuing funding from the Australian Government. Kickstarter is a website used to for ‘crowd-funding’ where applicants put forward a project and visitors on the website can choose to provide funding and ‘back’ a certain project.
Test for QR direction