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1. Client Project Research
By Ben Brown

2. Audience
1. Analyse the characteristics for your audience. – Who are they and what do they like?:
My audience British people aged 16 to 24.
This age group spend most of their spare time online – research shows they use the
internet for more than 25 hours per week, reading books and watching films and tv shows
online. Use of social media is their main pass time (91%) with 85% of them having their
own accounts. (I found all this information here: The Modern British Teenagers Life (tv-
english.club).
My plan is to make a visitor guide to York for British 16–24-year-olds. Instead of focusing on
York's traditional attractions – such as history, the Minster , the races etc, in order to attract
this age group, this guide will focus on attractions available for "Geeks and Gamers". This
focus will very much appeal to this demographic as it taps into the preoccupation with the
online world. This guide will create a tour of attractions including York's video gaming shops
(Sore Thumbs etc), board game shops and cafes (Travelling Man, War-Hammer etc),
activity centres that mirror the action found in video games (the Hilt, Agility Ninja Warrior
course etc). Although this will not appeal to everybody in this age group, it will appeal to a
large, very highly engaged niche audience who are very keen to spend money to pursue
their interests.

3. Audience
2. Use appropriate research methods, primary and secondary, qualitive and quantitative research, to
create a picture of the audience you will be creating work for. – Get different types of information.
Contact your audience yourself.:
I made a questionnaire and sent it to cousins, friends and neighbors:
1. How old are you? 57% of the people were teens or young adults while 43% were middle aged
adults.
2. What’s your gender? 51% of the people were male while 49% were female.
3. What do you like to do in your spare time? This question was answered with great diversity; most
youths who were boys (and some young girls and adults) said that they spent most of their time
playing video games, reading and watching youtube. Young females said they were interested in
beauty and fashion. Those in the 16-24 age group also enjoyed board games, the internet and social
media. Most adult males (and some females) said they liked to watch tv or read a book or the paper.
Adult females said they liked to read magazines, watch TV and were also interested in fashion.
4. What activities are you interested in if you were to visit York? Yet again this question was answered
with great diversity; Most adults (male and female) were interested in looking at the historical
attractions of York such as York Minster, the City Wall, Museum Gardens and Clifford's Tower and
other historic attractions. Young people in the 16 to 24 age group were interested in activity-based
attractions like York Dungeon, the Hilt (axe throwing), bowling at Monk's Cross, and cinema. Young
males, in particular, were interested in specialist activities like retro gaming cafes, escape rooms, and
board game shops like War Hammer.
From my questionnaire research, I have found that the group ages 16 to 24 years old enjoy more
activity-based entertainments. While adults prefer the more traditional York historic attractions, the
youth market (especially young males) are looking for activities like gaming, exciting interactive
experiences like York Dungeon, and themed activities like the Hilt for Vikings or Hole in Wand for
Harry Potter fans.
I can identify with the majority of respondents in my questionnaire as I enjoy gaming and
themed activities. Gamer are a vital part of the youth market to tap into. They have been described
as uber consumers who are highly engaged in their interest and are highly likely to spend their
disposable income in pursuing those interests. They are also influencers and their integrated online
community means that if you reach one gamer that you reach a large number of their friends and
followers. Google research has shown that Youtube gamer are more likely to spend money on
entertainment than the general population.
The UK is the largest gaming market in Europe and 88% of UK adults between the age of 18 to 24 play
video games. Therefore a bespoke tour guide targeting the 16 to 24 year old gamer population will
attract a vibrant new demographic to York and make the city their destination of choice.
(I found all the information from here: Audience Targeting for the Gaming Industry - Think with
Google, Video gaming audiences in the United Kingdom (UK) - statistics & facts | Statista).

4. Audience
3. Consider closely demographic psychographic information – Age, gender etc for demographics. How they feel and act is psychographic.:
Demographic:
• 46.7 million gamers in the UK
• 88% of UK residents aged 16-24 play video games
• 61% of players play games on their mobile phones.
• 56% of females play video in the UK
• 77% of UK gamers play a video game at least once a week
• 74.9 of gamers play video games on any device with smart phones being the most popular
• 62% of regular console gamers are men.
• In 2020 96% of boys and 76% of girls were playing games regularly.
• 15.1 % of the UK population are 16 to 24 years old.
• Gamers in the UK are evenly split between males and females.
(I found all the information from here: Gamer Demographics from 2022: No Longer a Men's Only Club (playtoday.co)).
The demographic information makes it clear that targeting the 18 to 24 year old age group with a guide focusing on gaming and activity based themed
interests could prove a very successful and lucrative way to promote the many attractions of York.
Psychographic:
• Gamers play videogames as a hobby.
• Gamers play games for entertainment, relaxation, great storylines, and thrills.
• Gamers enjoy role playing action games, first person shooters, sports games, sci-fi games, racing games and puzzle games.
• Games play mainly on smartphones followed by games consoles, laptops, tablets, and desktops.
• Young gamers are likely to be bigger spenders with 39% spending more than £100 per year on their interest
• Younger generations prefer playing videogames on the newest console.
• People are influenced to play games by their friends or YouTube influencers.
• Gamers tend to pre order their games.
• Gamers pay microtransactions on a daily basis.
• Gamers will sit through mobile game ads instead of paying to take them off.
(I found all the information from here: Game_on_ a_study_of_UK_attitudes_and_behaviours_November_2019.pdf (hubspot.net)).
The psychographic information shows that gamers and young themed activity enthusiasts are interested in spending money on their hobbies and interests,
reachable on the internet or social media and respond to Influencers on Youtube and their recommendations.

5. Existing Product Research

6. Original Harry Potter Tour
• One tour which targets a younger market in York is the Original Harry Potter Locations Tour.
This tour attracts fans of Harry Potter to York through a walking tour providing a memorable
visit into places significant to JK Rowling and Harry Potter.
• The tour markets itself as ideal for fans of the books and movies and a themed tour guide
expert in all things Harry Potter greets the tourist at York station. It goes to the Shambles
and other locations in York associated with Harry Potter.
• This tour demonstrates the appeal of a themed tour in York and the targeting of a specific
group of fans. It shows that there is a large market for themed activity-based tours
associated with modern pop culture.

7. Puzzling Adventures York
Puzzling Adventures York runs a one team scavenger hunt targeting a young age group. It is a
cross between a scavenger hunt, adventure race, and informative self-guided tour.
Each adventure consists of a series of locations that you are guided to where you are required to
answer questions or solve puzzles to receive your next instruction via your mobile device.
This tour is unique in that no reservations are required and the tour can be taken at
anytime. The tour is crafted to be entertaining and informative but includes an innovative game
format and the use of mobile technology.
My tour could include this type of game or puzzle-based format with the use of a mobile or
wireless device turning the tour into a game itself which appeals to the young target market.

8. York Adventure Game Tour
The York Adventure Game Tour (the Case of Columbia's Finest) is a scavenger hunt style tour in
which groups use their mobile phones to step into the shoes of a private investigator who has
built a network of virtual contacts. The tour uses a virtual map and the tourist get information
from each contact at different and quirky locations in York.
This tour is like a game in which you must complete the quest before time runs out and targets
the youth market as all aspects of the tour are virtual and mobile based.

9. Techniques
• The York Geeks and Gamers guide will be an innovative video guide to
places of interest for geeks and game enthusiasts in the 16 to 24 age
group in York. The guide will function as a high-quality game in which
tour groups or individuals can compete and keep score.
• The Guide will be filmed in the style of a video game. It will be filmed
using real life footage which will be filtered with added animation to feel
like a video game.
• The Guide will use first person perspective, interviews of key characters
such as the owner of Sore Thumbs, narration, the use of a non-player
character (NPC) who sets quests will be all be central features of the
Tour. This will give the feel of an authentic videogame.
• The use of captions, music, real time scores, and sound effects will add
to the appeal of this tour as a unique gaming experience.

10. Experiments
This experiment links to my Geeks and
Gamers Guide because the protagonist
you play as in videogames you see
through their eye sight, I held the
camera in my perspective to try and
replicate the camera angel of a
videogame character.
This experiment links to my Geeks and
Gamers Guide because videogames
have NPC’s who you can talk to and
give you quests (activities to do), I
filmed myself pretending to be one to
copy the behaviour of a NPC in a
videogame.
This experiment links to my Geeks and
Gamers Guide because videogames
have icons on the screen that all help
the player in some way, I made a
health, map and rucksack icon and put
it on to the first person camera angel
to try and make the footage look like
it’s a videogame.
This experiment links to my Geeks and
Gamers Guide because you have the
option to talk to NPC’s in videogames
by pressing a button, I made a talk
button and put it on my NPC
performance to try and make the
footage look like it’s a videogame.

11. Bibliography

12. Bibliography
1. Marketing Strategies, Kim Thompson (2015) Why Gamers Should Be Part of
Your Audience Strategy.
2. Play Today (2022) Gamer Demographics from 2022: No Longer a Men's Only
Club.
3. Savanta (2021) Game On: A Study of UK Gaming and Attitudes and
Behaviours- How Smartphones, eSports, and VR are Changing the Way We
Play
4. Statista, J. Clement (2021) Video Gaming Audiences in the United Kingdom-
Statistics and Facts.
5. Target Audience Interviews conducted 15 September 2022 of the following
people: Hutch Brown, Quin Brown, Spires McCameron, Oscar Jaques, Cassius
Jacques, Lily Campbell, Mary McCameron, Emma McCameron, Alice Haggler,
Austin Haggler, William Seaman, Charles Seaman, Charlotte
Brown, and Brinckley Brown.
6. www.englishclubtv.com (2021) The Modern British Teenager's Life- English
Club TV.