Mmm final report_kristel coolen ben daenen britt peters kyrill bruurs

MultiMediaManagement (Redo)
Kristel Coolen - Ben Daenen - Britt Peters - Kyrill Bruurs
3 februari 2012
R.Weldam, J. Van Sintfiet & P.Mechels
Hogeschool Zuyd Maastricht

2 MultiMediaManagement | Kristel Coolen - Ben Daenen - Britt Peters - Kyrill Bruurs | 2012
Index
1. Introduction 4
1.1 Team 4
1.2 Mission 4
1.3 Vision 4
2. Business models 5
2.1 The six engines 5
2.2 Business model canvas 7
3. Research 8
3.1 What is citizenship? 8
3.2 What is serious urban gaming? 8
3.3 Political parties in Belgium 9
3.4 Target group 10
3.5 Swot analysis 12
3.6 Confrontation matrix 13
4. Game concept 14
4.1 Our aim 14
4.2 Story 14
4.3 The game 14
4.4 Game visuals 16
5. Technical aspects 19
5.1 Mobile gaming 19
5.2 Application 19
5.3 Android, iPhone, Blackberry 19
6. Corporate identity 20
6.1 Logo 20
6.2 Color 20
6.3 Typography 20

7. Marketing 21
7.1 Marketing mix 21
7.2 Marketing tools 22
7.3 Strategic objectives 23
7.4 Unique selling proposition 24
7.5 Marketing visuals 25
8. Finance 26
8.1 Costs 26
8.2 Revenues 28
9. Sources 30

1.Introduction
In this document we describe a concept and a business plan for a serious urban game that
we developed during the case ‘Multimedia Management’ at the Hogeschool Zuyd in
Maastricht. The given subject for the game is ‘citizenship’.
1.1 Team
Our team consists of 4 students. Ben Daenen, Kristel Coolen, Kyrill Bruurs and Britt Peters. We all
study Communication and Multimedia design. Ben and Kristel in Genk and Kyrill and Britt in
Maastricht. We all have different competences which ensure that we have a complete
team.
Specialties:
AV, graphic design, creative, programming (different languages), basic After Effects,
Premiere, text writing and marketing.
1.2 Mission
We see a future where Belgium can become one country again. At this moment Belgium is
separated into three parts that speak different languages. Two of these parts namely the
Flemish and the Walloon part don’t seem to get along very well. It is as if these parts don’t
only speak a different language but also they think they are completely different. But they
actually are not. They are all Belgians, part of the same country. They have the same soccer
team, the same politics the same sports and music heroes. But still they don’t get along.
This is why our mission is to bring these population groups back together.
1.3 Vision
We will bring these groups back together through the youth. For the older generation it is
probably too late to explain to them that Belgians are “one”. But the youngsters can still
learn.
But how are we going to do this. Well, in Belgium you are supposed to go voting when you
turn 18. But another thing Walloon and Flemish youngsters have in common is that they don’t
know anything about politics. They don’t know what any party stands for. So how can they
vote then? They just mark the same things their parents vote for. This way nothing can ever
change in that country.
If we can make these youngster more political aware and show them what political parties
connect to their ideas, they will also see that the rest of Belgium has parties that have the
same ideas as the ones in their part. For example, the Flemish youngsters will understand that
their Open VLD has a lot in common with the Walloon MR.
Therefore our vision is to bring two parts of a country back together by improving the political
awareness of youngsters.

2. Business models
2.1 The six engines
Who
We are CMD students with a vision. We want to work together with the Belgian government
to make politics and voting popular again. And show youngsters that every vote counts.
We have the knowledge and the creativity to make a change and help youngsters being
more aware of politics. Therefore we use all our talents like web development and storytelling
to produce a game to make this happen.
What
The target is to develop a concept of a serious urban game about “citizenship”. This is a very
complex and broad subject, so we narrowed it down. This serious urban game will be about
politics and more specifically about the political awareness of Belgian youngsters between
the ages of 17 and 21. We choose this topic because of our target group analysis. We found
out that these Belgian youngsters are first time voters, but don’t know what they are voting
on. This is going to change when they play the game. If we can make them more aware
about politics, they can change an entire country. Therefore our aim is to bring together two
different kinds of people through proper political awareness. When the youngsters know what
politics are all about and know what they vote for, this will bring Flemish and Walloon
youngsters closer together and it will make them ‘ONE’.
Where
The target group is Belgian youngsters. Therefore the game will take place in Belgium, and
more specifically in the capital Brussels. The game can be played in an area of 2 km of a
main point in the game.
There is only one starting point because the groups are put together by an internet test and
travel from their schools to this starting point. If there were more points, starting the game
would get too difficult.
When
This game will be played as a preparation for the upcoming elections in October. That’s why
the game will begin in May 2012 end will end September 2012. By starting this early and
stopping right before the elections we hope these youngsters will be fully prepared and know
what party best meets their ideas. By not stopping before September we hope our game will
still be fresh in the memory of the first time voters.
How
This serious urban game will work on almost all smartphones. The application is built for iOS,
android and blackberry. There will not be a version for Windows phone because there are
only a few Belgian users of this platform. Also GPS is needed to play this game, this GPS system
will interact with the mobile device and give the direct location of the gamer and the target.
The most exciting part of the game is that it isn’t an individual game. Everyone is part of a
team based on the contestants’ political views. This way other team members can help
getting to the targets and help the individual players win the game.

Why
In our target group analysis we found out that first time voters don’t know what they are
voting for. They just aren’t interested in politics and just vote on the same parties their parents
vote on. This way young people keep voting on the same parties as their parents and nothing
ever changes. Therefore we need to inform them about the importance of politics and help
them in their search of finding a political party that has ideas close to the youngsters’
individual ideas.

2.2 Business model canvas
Below is the business model of game. The red numbers in the model refer to the chapter in the report where we define the subjects.

3. Research
3.1 What is citizenship?
It is about how we live together in our communities and about how we ‘get on' locally,
nationally and globally. It is about ensuring that everyone has the knowledge and skills to
understand, engage with and challenge the main pillars of our democratic society - politics,
the economy and the law.
Why is it important?
The values of democracy, justice, equality and inclusion have been long fought for but are
easily neglected and abused. This is especially true when faith in politics is low and economic
times are tough. The best way to guard these values is to develop well-informed, educated
citizens with the confidence and appetite to take part in society; to question injustice and to
drive change. The best way to guarantee a brighter future for all is to create a society in
which we all understand our rights and responsibilities and in which everyone is equipped
and ready, to play an active part.
3.2 What is serious urban gaming?
Serious games refer to those games or equipment that may accompany gaming systems or
computers that are used to play “games” where the principal intent isn’t amusement or
pleasure. Instead, these games can have multiple objectives and can be constructed for
many different audiences. They may be primarily teach oriented games, which are
sometimes also called edutainment and may most be targeted toward younger audiences.
Or they can be for those people who possess high level skills in certain areas, such as surgery
or combat, and the game allows simulation of actual equipment or manoeuvres performed.
Some serious games involve multiple players in complex marketing scenarios where people
learn how to persuade, and others are created to advertise the products of a company.
Typically, the modern definition of serious games includes software and hardware on any
computer gaming platform required to operate the game. However, there have been many
serious games that pre-existed widespread development of the computer, including a
number of simulation games. Unlike a simulation game that might be played for purely
amusement, military simulation games, or those employed by organizations like NASA, were
meant to teach, so that actual game playing could result in higher order skills.

3.3 Political parties in Belgium
Belgium has a lot of different political parties. This because of the language difference. Every
part has his own political parties. Belgium has Dutch-speaking parties (the Flemish), French-
speaking parties (Francophone) and German speaking parties. Besides that, there are also
some small minor parties. Below a list of all the political parties in Belgium.
Flemish
• Christen-Democratisch en Vlaams (CD&V)
• Groen!
• Lijst Dedecker (LDD)
• Nieuw-Vlaamse Alliantie (N-VA)
• Open Flemish Liberals and Democrats (Open VLD)
• Socialistische Partij Anders (SP.A)
• Vlaams Belang (VB)
• VLOTT
Francophone
• Centre Démocrate Humaniste (CdH)
• Ecolo
• Mouvement Réformateur (MR)
• Front National (FN)
• Parti Socialiste (PS)
• Fédéralistes Démocrates Francophones (FDF)
German
• Christlich Soziale Partei (CSP)
• Partei für Freiheit und Fortschritt (PFF)
• ProDG
Minor parties
Bilingual/Unitarian
• Belgische Unie - Union Belge (BUB)
• Club républicain wallon pour l'Indépendance, la Dignité et la Liberté de la Wallonie
• Comité voor een Andere Politiek - Comité pour une Autre Politique (CAP)
• Front nouveau de Belgique (FNB)
• Internationaal Verzet - Résistance Internationale
• Internationale Arbeidersliga - Ligue Internationale des Travailleurs
• Ligue communiste révolutionnaire - Socialistische Arbeiderspartij (LCR-SAP)
• Linkse Socialistische Partij - Parti Socialiste de Lutte (LSP-PSL)
• Rassemblement Wallonie-France
• Parti Humaniste - Humanistische Party (PH-HP)
• Partij van de Arbeid van België - Parti du Travail de Belgique (PVDA-PTB)

Others
• Kommunistische Partij (KP)
• Moslim Democratische Partij (MDP)
• Natuurwetpartij (NWP)
• NEE
• Nieuwe Christen-Democraten (NCD)
• Parti Communiste (PC)
• Sociaal-Liberale Democraten (SoLiDe)
• Veilig Blauw
In our game we only use the 10 most important parties. These are:
• Christen-Democratisch en Vlaams
• Centre Démocrate Humaniste
• Groen!
• Ecolo
• Socialistische Partij Anders
• Parti Socialiste
• Open Vlaamse Liberalen en Democraten
• Mouvement Réformateur
• Lijst Dedecker
• Nieuw-Vlaamse Alliantie
3.4 Target group
The target group we chose is Belgian youngsters between the ages of 17 and 21.
Young people in Belgium start voting at the age of 18. In Belgium this is not a right but a duty.
Although you are considered an adult at the age of 18, the majority of these youngsters
don’t know anything about their own country or politics. According to the research of
Stefaan Fiers almost 50 per cent of people between the ages of 16 and 18 are not interested
in politics.
Another finding of professor Stefan Fiers is that the extreme thinking of youngsters has nothing
to do with this interest. To him it’s clear that these kids see this kind of thinking in their parents.
The problem here lies in the fact that schools and media are not enough for these kids to
form an opinion. Most of the first time voters follow the advice of their parents.
Not only the study of Stefan Fiers implied this but also our own research came to the same
conclusion. Of the 50 high school students we surveyed, only five had their own opinion
about politics. The rest said that they would ask their parents advice when they had to vote.
In an interview with first time voters around the ages of 18 to 21 of radio 1 in 2009, 48 per cent
of the youngsters didn’t know for what elections they were voting a week after the interview.
Only a fifth of the interviewed youngsters could name the two elections they had to go vote
for. According to professor Ellen Quintellier of the Katholieke Universiteit Leuven, this is due to
the lack of education. According to the professor, youngsters just follow their feeling or vote
for someone they have seen on TV.

Also Ellen Quintellier says that in schools teachers don’t necessarily have to educate the
youngsters about politics. In the curriculum it only states that there has to be some sort of
interdisciplinary political education. The problem with this however is that teachers abdicate
this responsibility because they are not finished with their own lessons or they just don’t want
to take on this responsibility.
Professor Quintellier also states that these young voters vote just like the older generation.
According to her research, the voting of the youngsters deviate much from the polls taken by
older voters. This means that she just like professor Fiers thinks that youngsters are influenced
very much by their parents and role models when it comes to voting.
Our research also indicated that high school seniors and college students in Belgium don’t
know very much about their own country. For example, we asked them to name a famous
Walloon and most of them couldn’t name a single one. But if you ask them if they know
Justine Henin or Jonathan and Kevin Borlée, they do seem to know them. Another question
was whether they liked Justine Henin or Kim Clijsters better. Although almost all the
participants liked Kim better, they all gave the reason that Kim is more sympathetic than
Justine and it has nothing to do with the fact that Justine is Walloon and Kim is Flemish.
Our conclusion is that kids, who are the future of our country, know too little about their own
country. Therefore when they can vote and have the future in their own hands, they can’t
make a good decision because they mostly follow their parents’ option and can’t make their
own.
But Brussels is has more youngsters than these. Brussels has the largest population of immigrant
youth in whole of Belgium.
In Belgium from the total of 10.839.684 citizens in 2010, 1.057.666 are immigrants. And in
Brussels, the Belgian capital, live 1.089.538 there are living 327.070 people of an ethnic
minority. This means that in 2010 30 per cent of the Brussels’ citizens are of an ethnic minority.
These people are naturalized, so they have the same rights as every other Belgian citizen.
One of these rights is the right to vote in the elections. This means that people who are not
necessarily born in Belgium still can obtain the right to vote Belgian leaders.
The most important thing for the youngsters of these minorities is democracy. They are born in
Belgium but they are still considered immigrants, and what they want the most is to be seen
as equals to other Belgian youngsters. The interviewed focus group considers elections the
most important thing in a democracy, but they also think that small minorities should have the
same power as the majority.
Just like the other Belgian youngsters, the young people in these ethnic minorities don’t really
know what they are voting for. But other than the natives, these youngsters not only don’t
know what the parties stand for, but they also feel misunderstood and not listened to by the
politicians.
To conclude there is something typical to all youngsters, they all are not educated enough
about politics. The teachers see it more as a burden than as an important task to teach
young native and immigrant youngsters about politics and about the country they live in.

3.5 Swot analysis
Strengths
• Use of new technologies
• Competitive
• Innovative
• Unique game
• Playable with almost all smartphones
• Game is specified to the target group
• Playable in teams
• Fun and learning combined
• Central location: Brussels
Weaknesses
• Only for our target group
• No app for Windows phone
• Not playable without app
• No reputation in the market
Opportunities
• Easy updatable
• A universal app so every smartphone can
play
• Technological evolution
• Appealing target group with new
technologies
Threats
• The game depends on the app
• Target group doesn’t like the game
• No investors
• Game is played in group

3.6 Confrontation matrix
Attack strategy (Strengths and Opportunity)
We need to keep using the newest technologies to keep in contact with this always
changing target group.
Since our game takes place in Brussels, this is easy for the investors. A lot of investors are
positioned in Brussels as well
Defence strategy (Strengths and threats)
We have to make sure the technologies we use are stable enough to play the game.
Some players could have a problem with the playing in groups part. But in the missions they
will be glad they have a few other people which they can rely on.
The youngsters need to be spoken to in a way that appeals them.
Strengthening strategy (Weaknesses and opportunities)
We don’t have a reputation yet, but there is also no competition in this field.
When other operating systems are available in Belgium, the game has to be updated to be
playable by these users as well.
Withdrawal strategy (Weaknesses and threats)
The target group might not want to play this game right away because it isn’t tested by
others.
Our target group is very into new technologies so we have to evolve and update this game.
But we have to do it without losing the educational purpose of the game.

4.Game concept
4.1 Our aim
Our research in politics and more specifically Belgian youngsters in relation with politics had a
clear outcome. First of all youngsters don’t know much about politics. They don’t exactly
know what is going on on political level. They don’t know the political parties and their
activities.
This is a serious problem because in Belgium youngster from the age of 18 have to vote. How
can they vote on a particular political party if they don’t know what they stand for? A lot of
these youngsters take over the choice of their parents. There are also a lot of them who are
voting blank.
So with our game we want to make the Belgian youngsters aware of the importance of
voting, but we also want to teach them about the different political parties and their
activities. This will avoid that youngsters vote blank and make sure that they vote on a
political party which suits them best.
4.2 Story
Since a while the city of Brussels is a chaotic mess. Dangerous anti-political movements are
ruling the city. They do not tolerate any protest against them. Killing people is one of their
daily activities. Nobody is feels safe anymore when they walk across the streets and the
economy is going bad. The board fled to get themselves into safety. If no one is going to
eliminate these bastards, the future of the city is in danger.
4.3 The game
The game will take place in the capital city of Belgium, Brussels. The game is supposed to be
a support for schools to teach students about politics. The students will be divided into groups.
This will happen by an online questionnaire which they have to fill in at their school before
they are going to play the game. It is better that they fill in this questionnaire a week or more
before. That way the youngsters don’t create a link between the questions and the game.
The questionnaire will include several points of view from the political parties, which the
students have to agree or to disagree. Groups are based on the colors of the most important
political parties in Belgium.
Colors are orange (CD&V, CDH), green (Groen!, Ecolo), red (SP.A, PS), blue (Open VLD, MR),
light blue (LDD), yellow (N-VA) and in this game we take black for N-VA.

Start of the game
The game will start at the grand place in Brussels. The teacher and the students have to meet
the game-leader over there. The game-leader will introduce them to the game and send the
players into the city. After a few minutes each of the players will get a message with their
color and the task to get to their colors base camp. When a team is complete, all of the
team members will get info about the mission. They now have to discuss a tactic and try to
complete the missions.
Missions
The game contains two main missions. To complete a single mission, several small tasks have
to be completed.
Mission 1
The first mission the youngsters have to complete is to get rid of the anti-political movements.
Those gangsters have a lot of hiding places. All of these places are visible on the map,
indicated by a graphic of a gangster.
The problem is that there are a lot of potential hiding places on the map. Only one of those
places is used at the moment, the players have to discover the right place. They can do this
by visiting the places on the map indicated by a question mark. Once they reached a
question mark and answered the questions right, one or more gangster icons will be marked
with a red cross. These marked places are not the right hiding places.
When a team of players did visit enough tasks, all of the gangster icons will be marked. One
gangster icon will be indicated by a gun target. Now the players have to visit the army base
to inform the army about the hiding place of the gangsters. When one of the teams reached
the army base, the first mission is over. The team which informed the army will be in a leading
position in the second mission.
Mission 2
The army is very pleased with the help of the players. The gangsters are arrested, but there is
still no one in charge of the city. All players get a message that the colors of their teams
representing the most important political parties.
The city is divided in different parts. The second mission is about capturing the most parts of
the city. The team that won the first mission already gets one part of the city. The teams can
capture a part of the city by persuading the local people. They can do this by just visiting
places on that part of the city indicated with a handshake icon. If a team visited all the
places in one part, it will be theirs. Off course other teams can recapture it by also visiting
those points.
Capturing is one part of the mission, but they can also ‘attack’ the other teams. On the map
there are also Euro-signs. At these places the teams can get money from funds. With that
money they can for example bribe newspapers to write bad things about another team, so
they immediately lose a part of the city.
End of the game
Each part of the city represents a specific amount of votes. The team which has the most
votes at the end wins the game.

4.4 Game visuals
Loading screen Legend
Team up Meet up

Base camp Mission 1 briefing
Start of first mission End of first mission

Mission 1 completed Mission 2 briefing
Mission 2 Mission 2

5. Technical aspects
5.1 Mobile gaming
Mobile gaming means that you have to be mobile when you play the game. For example
when you use a smart phone, PDA, mobile phone or a handheld pc. A PlayStation or a Wii
are not mobile. You have to play with these indoors and can’t run around in a city while using
them. So to play a mobile game you need something portable to hold in your hands while
running around and playing the game. It has to be a tool to play the urban game, not the
game itself.
When mobile gaming, you often use software that is already present on your mobile device.
But there are also games that need other software. This means that you have to download
an application to be able to play these games.
Our game is also a mobile game and since we use technologies that are not present on all
Smartphones, we will make an application so everyone can play this game. Also we are
using Smartphones because our target group is a big user of these devices and therefore
they will be able to play and enjoy this game.
5.2 Application
An application is software for your mobile devices that makes every day live a bit easier.
These apps are especially developed for one or more digital devices. Some can only be used
by Android devices while others can only be used by iPhones. But our application will run on
Android, IOS and Blackberry systems because these are the systems that are used the most
by our target group.
5.3 Android, iPhone, Blackberry
We choose to use all three of these systems because these are used the most by youngsters
at the ages of 17 to 21. We want to include them all because our message also is to include
every citizen of your country. Therefore we don’t want to exclude any of these mainly used
systems.
If a contestant doesn’t have a Smartphone, or the right operating systems, they can get a
phone at the start of the game. This way everyone can play the game, even without a
Smartphone.
App icon

6. Corporate identity
6.1 Logo
The figures in our logo resemble a lion and a rooster. The lion is the armorial bearing of the
Flanders and the rooster is that of Wallonia. We’ve tried to make the rooster and lion look
angry so it would create tension as well as arouse curiosity. People may have to look twice
before they see everything clearly but once you do you’ve got their attention.
The outlines of the logo go on in the word ONE which is the name for our game. Belgium
should become one country again without problems and arguments between the parts of
Belgium.
6.2 Color
The logo consists of both the colors black and white because they are most neutral. Every
political party in Belgium has a certain color and we don’t want to pick sides. The choice of
colors also shows that this is a serious matter. Besides that, it looks mysterious. The ‘O’ has a
yellow and red border that – combined with the black of the letters - resemble the Belgium
national flag. This way it’s clear the logo is about Belgium.
Black # 000000
White # ffffff
Red # ff0000
Yellow # fff000
6.3 Typography
The font we are using is called Century Gothic. In our opinion this font is a little playful, yet still
clear and neutral. It doesn’t appear too business-like, which we’ve tried to avoid in order to
attract the young target group. But, being a serious subject, the font couldn’t be too
theatrical. All these reasons made us decide for Century Gothic.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

7. Marketing
7.1 Marketing mix
Product
Core product
Our core product is a serious urban game for first time Belgian voters between the ages 17
and 21. The topic of this game is very serious. It is about political awareness; this is particularly
needed in a country where youngsters are obliged to vote. The goal of the game is to make
this age group aware that they have a political voice and they can make a change. We
want to support them in the choice they are going to have to make. Because of our young
target group we use new technologies such as Smartphones, social media, apps and GPS.
Quality
Our customers aspect a great playable game, therefore the quality has to be superb. It has
to be simple enough to be playable by everyone in our target group. To make sure they can,
the usability has to be tested before the game is available for the market.
Image branding
Our target doesn’t know the game yet, therefore the image is very important. They have to
like it immediately; otherwise the youngsters don’t want to play our serious urban game. We
have to create an image for our product that is recognizable so the youngsters will talk about
it with their friends.
Price
Since our serious urban game is an educational tool, the players will not have to pay to play
the game. The game is for youngsters and about political awareness, not a topic they are
really interested in. Therefore giving them the game for free is the way to go. Also we don’t
need their money because we have sponsoring and fundings.
Place (distribution)
The game is about political awareness but more specifically about the different parties in
Belgium. Because of that fact our product will be sold in Belgium. At first only in the Flanders
but later on also in the French and German speaking parts of the country. To play the game,
the youngsters need an app. This can be downloaded at the website of our urban game.
Promotion
When we want the first time voters to actually play our game, we have to talk to them. The
only way for a company to communicate with their target group is trough promotion. For this
promotion we use the marketing tools explained in the following chapter.

7.2 Marketing tools
In uncertain times like these it is very important to know where you came from. This is all the
more important in a country like Belgium where people don’t seem to like each other
although they are born and raised in the same country. A serious game to teach youngsters
about their heritage may not seem all to fun to play. Therefore it has to be promoted.
To let people know about this game and to let youngsters know that it is in fact a fun game to
play we have to promote it. To do this we are going to use the following marketing tools.
Trailer
Film
We are going to make a little movie trailer to put on national TV in form of a message of
public interest.
With this movie we want to explain the game a little bit and let youngsters know about this
game. Public broadcasting channels in Belgium give free TV-time to causes that affect
everyone. So the only cost is the making of the short trailer.
We chose for a trailer because as a message of public interest, this is a cheap way to
advertise the game. Also our target group is a generation that likes action and fast images,
something that is substantial in movies.
Audio
The same also goes for public broadcasting radio stations. Therefore we want to use Studio
Brussels because they are a public broadcasting station and their main target group is
youngsters.
School distribution
The target group is youngsters between the ages of 17 and 21. This means that they are most
likely still go to school. Therefore we are going to distribute flyers at high schools and colleges.
Also the teachers at these schools will get a care package. In these packages they will find
more information about the game, a DVD with the trailer and a brochure that explains the
game and gives them extended information about the learning goals.
Game website with a community
Nowadays if you are not on the internet you are not credible. That is why this urban game
needs a website. On this site there will be information about the game, but also a ranking
and individual statistics so the youngsters can compare their score.
Also the site has a community, a place for the players and future players to talk with each
other about the game but also about the country itself.
This website will have a ranking system. This is more fun for youngsters and it makes the game
more competitive. In this ranking, the players can check witch schools did the best in the
game.
Social networking
What would modern marketing be without social media? Nothing indeed, therefore social
media will play a big part in our marketing campaign. Because we want to establish our
game in different cities we are going to use platforms that are used the most by our target
group. For example Twitter, Facebook and Netlog. We use these platforms to create
awareness for our game, but also to contact the winner of the game.

Advertising
No product can exist without advertising. We are going to promote the game online but also
offline. Online we are going to put banners on sites that are well known and visited by our
target group. Also we are going to use offline promotion material for example flyers in
schools, posters in bus shelters. In short, places that are often visited by people of 17 to 21
years old.
Also to get the teacher an impression of our urban game, we will advertise in “Klasse”. This is a
Belgian magazine specially made for teachers. Every high school and college teacher gets
these magazines so this is a good place to advertise.
Search engine optimization
If you want to find something online, Google is the place to be. But most people only want to
click on links on the first page because further links are not as good and people don’t want to
go to the trouble to click a page further. This is where search engine optimization or SEO
comes in handy. We are going to push our site higher into the Google list by using SEO
techniques, so people will find the site and the game more easily.
Peer – to – peer marketing
A lot of people don’t like to be told by TV what they should and shouldn’t do. Especially
youngsters are critical about what information they want and follow. Therefore, we targeted
some youngsters that can function as so called “brand sirens”. These people have a lot of
followers on Twitter and friends on Facebook; this means that other youngsters see these
people as believable. Our brand sirens will promote the game trough peer – to – peer
networks.
School framework network
“Cultuur op school” is a company that provides schools with posters to inform youngsters
about cultural events. But they also want to provide students with governmental information
or place posters in schools for non-profit organizations. So they want to provide youngsters
with all sorts of information. We will use them to promote our game. “Cultuur op school” will
put our posters in schools that are affiliated with this company.
7.3 Strategic objectives
Sell
We are promoting our game through all sorts of online and offline channels to reach our
target group. We are using tools that these youngsters are attracted to like for example:
posters on bus shelters and social media. People between 17 and 21 use social media
everyday so they are bound to notice our game. Also public transport is something that these
youngsters use a lot and they always have to wait for their bus. That’s when they will see our
posters and notice our game.
Serve
Online you can add a lot of value to a game. Like for example a forum where the players
can talk to each other and exchange their thoughts of the game. Also on the site they can
find a ranking where they can compare themselves with other players. This also makes the
game more competitive and therefore more fun.

Sizzle
We can create brand awareness through social media platforms. We have a Facebook,
Twitter and Netlog page where the players can find us. Here they will get more information
about the game, but also the winners will be announced on these pages.
Save
Because most of the promotion will be done digitally, the printing cost can stay very low. Also
we are using TV and radio channels that are public. That means that the government
finances them. Our urban game’s target is to create political awareness. This concerns the
entire country and therefore can have free commercials on these channels.
Speak
Communicating with our target group is very important if we want this game to be a success.
That is why we need social media. Youngsters are very heavy users of these media, and you
can communicate freely over these channels. We can use an informal tone that is not always
possible on other channels but reaches these youngsters a lot better.
7.4 Unique selling proposition
Our USP is that the game is fun but you can learn something. They key is in the learning. Most
games are fun to play but you don’t really learn anything about a serious topic. On the other
hand, you can learn something in school for example but then it isn’t fun anymore. Our
serious urban game combines these things. You learn something, but in a fun way. Another
USP is our team with a lot of different specialties such as design, programming and marketing.
We know how to speak to our target group and we have the technical knowledge to make
a fun game.

7.5 Marketing visuals
Website:
Poster:

8. Finance
8.1 Costs
Project management
Item Name
Item
Amount
Unit
Amount
Unit
Price
Cost
Project manager 1 30 days 450 13500,00
Project management assistant 1 30 days 250 7500,00
Application designer 1 30 days 450 13500,00
Secretarial staff 1 15 days 250 3750,00
Financial manager/account
manager/director 1 30 days 325 9750,00
48000,00
Intake
Item Name
Item
Amount
Unit
Amount
Unit
Price
Cost
Project manager 1 1 day 450 450,00
Project management assistant 1 1 day 250 250,00
Software developer/programmer 1 1 day 350 350,00
Content expert 1 1 day 450 450,00
Financial manager/account
manager/director 1 1 day 325 325,00
1825,00
Software: Mobile app
Item Name
Item
Amount
Unit
Amount
Unit
Price
Cost
Application designer 1 10 day 450 4500,00
Designer/graphics artist 1 10 days 350 3500,00
Sound engineer 1 10 days 275 2750,00
Photographer 1 5 days 250 1250,00
Videographer 1 5 days 350 1750,00
Software developer/programmer 1 20 days 350 7000,00
Interaction designer 1 2 days 350 700,00
Usability expert 1 2 days 325 650,00
Distributor 1 3 days 150 450,00
22550,00

Software: Website
Item Name
Item
Amount
Unit
Amount
Unit
Price
Cost
Webdesigner 1 15 days 450 6750,00
Content expert 1 15 days 450 6750,00
Software developer/programmer 1 15 days 350 5250,00
Database engineer 1 20 days 450 9000,00
Copywriter 1 10 days 350 3500,00
Text editor 1 2 days 100 200,00
Hosting Fixed Rate
32920,50
Marketing
Item Name
Item
Amount
Unit
Amount
Unit
Price
Cost
Marketing expert 1 20 days 450 9000,00
Trailer Fixed Rate 500 500,00
Audio Fixed Rate 1500 1500,00
Internet Fixed Rate 1000 1000,00
School distrubution Fixed Rate 150 150,00
Advertising Fixed Rate 1000 1000,00
13150,00
Corporate identity
Item Name
Item
Amount
Unit
Amount
Unit
Price
Cost
Designer 1 5 days 450 2250,00
2250,00
Testing
Item Name
Item
Amount
Unit
Amount
Unit
Price
Cost
Usability tester 1 5 days 325 1625,00
Evaluator 1 5 days 450 2250,00
Testperson 5 1 day 250 1250,00
Software tester 2 2 days 250 1000,00
7750,00

Outtake
Item Name
Item
Amount
Unit
Amount
Unit
Price
Cost
Project manager 1 1 day 450 450,00
Project management assistant 1 1 day 250 250,00
700,00
SUB TOTAL 129145,50
OVERHEAD 20% 25829,10
INSURANCE 10% 12914,55
TOTAL COST 167889,15
8.2 Revenues
A game can’t be made without money. Where the money is going to, we mentioned before
but how will we pay for all that? To pay the whole project, we’ve got different financiers.
Belgium government and political parties
Because this is an educational game, the Belgium government will support us with fundings.
Also there are fundings for the campaign of political parties. From these funds we can have a
share because this game is positive to all the political parties of Belgium.
Income
Item Name
Item
Amount
Unit
Amount
Unit
Price
Income
Sponsoring Belgium government 1 1 time 45000 45000
Sponsoring political parties (3000 per party) 1 1 time 30000 30000
75000
Schools
Another way to fund our game is to let school play a small amount of money to let their
students play the game. They can see it as a school trip. If a school decided to
play the game, we will offer them the following package:
• Bus trip school – Brussels – school
• Tour in the Belgium parliament
• Guidance and equipment for paying the game (10 HTC Wildfires, for each colour in
the game and 4 reserves)
The price for the total package depends on the total amount of people. At the next page is
an overview of the costs for us the make the game possible to play. In this overview, there is
also the costs of the game equipment. This is however a one-time investment. Because of
that, the costs per trip for us will be €680,-.
The reason why we chose for the HTC Wildfire, is because this is one of the cheapest
smartphones.

Costs
Item Name
Item
Amount
Unit
Amount
Unit
Price
Costs
Guidance personnel 1 1 day 80 80
Game equipment 10 Fixed Rate 195 1950
Tour Belgium government 1 1 day 0 0
Bus 1 1 day 600 600
2630
In the next overview, we assume that 30 persons participate. Because of that, the price per
person will be €25,-
Income
Item Name
Item
Amount
Unit
Amount
Unit
Price
Income
Package 1 30 persons 25 750
750
Advertising
Also we have space on our website and social media for different companies to advertise. Of
that, we think that we have a secure income on advertisement. The amount in the next
overview is our goal of income by advertisement.
Income
Item Name
Item
Amount
Unit
Amount
Unit
Price
Income
Advertising 20000
20000
TOTAL INCOMES
Sponsoring Belgium government 45000
Sponsoring political parties 30000
School package* 750
Advertising 20000
TOTAL 95750
* The school package income is a fixed income. It depends on how much schools will play
the game and whit how many people.
The other part of the costs we will pay with a loan of the bank and our own investments. All 4
of us will each invest € 10.000,- which make a total of € 40.000,-. The loan will be the remaining
40,000 euro’s.

9. Sources
• http://www.cultuuropschool.be/main_content.htm
• Philip Kotler: Principles of marketing
• Dave Chaffey: Internet marketing: strategy, implementation and practice
• Professor Stefaan Fiers:
http://www.nieuwsblad.be/article/detail.aspx?articleid=G4K6FPHP
• Ellen Quintellier & radio 1: Onderzoek stemgedrag bij jongeren
http://www.radio1.be/programmas/peeters-pichal/jongeren-en-verkiezingen
• Allochtone jongeren over politiek: http://www.mo.be/artikel/allochtone-jongeren-
over-politiek
• Bevolking per nationaliteit en geslacht (2010):
http://statbel.fgov.be/nl/modules/publications/statistiques/bevolking/Bevolking_nat_
geslacht_opp_bevolkingsdichtheid.jsp

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