The document discusses research into attracting different audience demographics to York, England. It profiles the 18-24 age group ("Gen Z") that values honesty, equality and inclusivity in brands. It also profiles visitors aged 45-64 who travel from northern England and the first computer generation aged 55-64. Research into existing York tourism finds visitors enjoy attractions, scenery and markets. The Harry Potter franchise is discussed as attracting younger visitors. The Harry Potter: Hogwarts Mystery mobile game and Pokémon Go are examined as interactive experiences incorporating real locations that could attract audiences.

1. Client Project Research
Lily Ajaib

3. Audience
Profile Attraction:
• The profile I'm trying to attracted to bring into York are age 18-24.
• This audience have one thing that they value massively. Doing everything truthfully. Whether
its understanding peoples, being realistic or connecting to different people, this audience
wants a company that is honest, wants equality and inclusivity.
• This audience have interests in fashion, media, entertainment, sports, food and music which
makes them the biggest consumer to industries following these topics. They enjoys music,
video games or consuming different media types like watching YouTube and TikTok videos.
This generation are known as the social media generation, they are the first with digital and
social media from birth. They are most likely to consume from brands/companies who are
honest and take stances on social issues. This generation want inclusivity and brands to show
different representations of as many different people as possible. Due to most of this age
group to find brands and entertainment online, it is good to include the brands intentions on
social media.
• This generation also tends to attract to shops or entertainment where they can have some
reward. For example, dominos has the wheel of fortune, Vue has membership cards where
you can receive rewards, etc. they like getting value for there money so having a reward
system with deals or free items tends to attract a large audience from this age range.
• In terms of travel, gen z value safety and security, value for money and cheap.

4. Audience
Profile attraction summary:
• They enjoy consuming different types of media as they are the technology generation.
• The like honest and open brands that are transparent with there consumers online
• They tend to follow attractions that offer discounts, have reward or points service or able to
win free things.
• they like inclusivity, equality and are very in touch with bring out change
• They love music, gaming, entertaining virtually and have an “anti-social” label with them.

5. Audience
Profile Visitor:
• The two age groups that visit York the most are ages 45-55yrs and 55-64yrs. This age rand
typically travel as a couple and most often from the North of England. This is because the
entertainment and tourist attractions were previously build and promoted to attract this age
range. However due to this, ages 12-16yrs and 17- 24yrs are significant lower. There are not as
many attraction or entertainment to bring this age range in other than education.
• This age range was the first generation to grow up with personal computers. This means they
have less knowledge of technology and social media as it advanced so quickly compared to
millennials and gen z. they were quickly overwhelmed by the digital world and now most
likely use social media for it first uses like to stay in touch with children and friends. The social
media consumed most by this age group are Facebook and WhatsApp.
• This age group are described as resourceful, independent and keen on maintaining work life
balance. In their job and personal relationships they want security and continuity above all.
The generation also are characterised by self fulfilment, that’s why they often define
themselves through hobbies. Some of these hobbies may include sports, music or
photography. Some popular activity's that generation x enjoy doing are shopping and eating
out. They are the generation that is most enthusiastic about spending time outdoors, that
includes having hobbies in gardening and renovation work.

6. Audience
Profile Visitor summary:
• They were the first generation to own personal computers and were introduced to technology
in house use.
• They fell behind in terms of social media as technology advanced too fast to keep up with
• They use technology for its original use which was to keep in contact with friends and family
• described as resourceful, independent and maintaining a balanced life between work and
family is important. They want stability.
• Enthusiastic about spending time outdoors.

7. York Audience
York Tourism:
• According to Visit York surveys, when visitors came to York, 56% visited
museums and attraction. This included the national railway museum which
25% visited, the York minister that 21% of people visited and JORVIK which
12% of people visited. Places like the national railway museum are good for
entertaining children but also accessible and entertaining for older relatives
which is why it is a great for families.
• However 100% of people that visited York strolled around to enjoy the
scenery and architecture. York is seen as a beautiful city to visit for families
and history enthusiasts. York is a great cities for people to wander and enjoy
the scenery, like the shambles which was named Britain's most picturesque
street in 2010.
• You also have the shamble market next the shambles street that is a one stop
shop where you can purchase gifts, crafts, bags and hats, jewellery etc. 42%
of people that visited York, shopped at a market so it is a already popular
destination for visitors. A quality that attracts people to York is that a lot of
attractions and activities and all in walking distance of one another which
makes it accessible for all ages, however I think the attractions themselves
just don’t interest the gen z unless they are photogenetic areas or trendy. For
instance, the shambles market will always remain busy and popular for all
age ranges because it attracts the enthusiastic historians as it is one of the
best preserved medieval shopping streets in Europe, and also attracts harry
potter fans as it is believed that it may have been the inspiration behind
Diagon Ally from the movie adaptations of the film series.

8. • People visiting York are most likely from Yorkshire or the north of
England. The people that like in the UK are less likely to visit York if they
live in London or the south east. The southern part of the country earns
more money and pay more for the cost of living as you have more
urban areas. This means that people are less likely to pay to travel to
York from further away unless an event is being held in York (York races
etc.) it is less expensive for visitor that are coming from nearby places
as they spend less on travel and accommodation. Once arriving in York,
people are most likely to take travel by foot and or take public
transport.

9. Useful information that may affect my project:
• The population in 2011 of York was 198,051
and 51.4% of the population of that was
female. The remaining 48.6% are male.
• The majority of people that are local residents
in York are white (94%). York University is
predominantly a British Uni but also brings in
a lot of diversity, the population represents
over 155 countries.

10. Audience
York summary:
• when visiting York, people tend to do the attractions if they are accessible for the alders or
families, however everyone that comes to visit comes to enjoy the scenery and walks around.
• People usually travel to York from other places in Yorkshire, less from down south or abroad.
• majority of York is white, however York Uni bring a lot more ethnicity to York.
• The shambles brings people in of all ages and attracts all generation as harry potter is a big
part of British culture.

11. Existing Product Research

12. Harry Potter Hogwarts Mystery
• When researching the York area, harry potter is a book
and film that is massively associated to it. It is one of
the things that bring in most of the younger generation
to York, as the shambles was named Britain's most
picturesque street in 2010 and they have many harry
potter themed shops near by. Due to York having a very
harry potter atmosphere, I am researching a harry
potter themed game to see if this is something I can try
use to attract younger people to York. A large majority
of Harry potter Hogwarts mystery user come from the
US which help brings a US audience to the UK.

13. Harry Potters audience
• A survey carried out Radio Times showed that out of 2,077 people
51% of them counted themselves as Harry Potter fans. More
importantly 81% who were in the ages of 18-24yr olds counted
themselves as fans. The first Harry Potter book was released in
1997 which makes the original readers from that time older. 81%
that took part in the survey ages 18-24 bearing in mind some of
them weren’t even born when the first book was released. The
Harry Potter books made such an impact on British culture that the
books have been passed down and still being read by young
children. The first film was released in 2001 which helped towards
the culture which helped gather a larger audience beside the book
readers. In terms of tourists, people who came to visit York from
overseas were most likely American. According to YouGov America,
35% of Americans have read at least one Harry Potter book. The
biggest fans in America are apart of the younger demographic
including men age 18-34 which is 44% and women aged 18-34
which is 61%.

14. Harry potter Hogwarts Mystery is a role-playing video game, inspired by
J.K Rowling's book and film series, set in 1984 in between Voldemort's
initial rise and Harry Potters attendance at Hogwarts . The game was
released April 25, 2018 under Portkey Games from Warner Bros.
Interactive Entertainment and was originally written and developed by
Jam City. It’s a mobile game where you can create your own character
and experience the full 7 years at Hogwarts. The game had reached 13
million downloads worldwide across google play and apple app store.
In 3 years the game had $300 million
spent within the game. In the time
of April 26, 2020 to April 2021, the
game was raked above games like
Animal Crossing: Pocket Camp and
Disney Magic Kingdoms by players
spending in the Simulation
Adventure subgenre with a close to
$105 million.
Harry Potter Hogwarts Mystery
Chapple, C. (2021). Harry Potter: Hogwarts Mystery Casts Up $300 Million Player Spending in Three Years. [online] sensortower.com. Available at: https://sensortower.com/blog/harry-
potter-hogwarts-mystery-300-million-revenue.

15. Harry Potter Hogwarts Mystery
• The creator recreated rooms from the films
where they can follow the story of a student at
Hogwarts. Throughout the game you can
complete levels and make certain choice that
can lead to different paths. You can also
achieve different types of rewards by learning
harry potter spells and potions. To link further
with the books, they have familiar character
that you can interact with like Charlie Weasley.
They also have familiar faces from the films
like Severus Snape and Albus Dumbledore. The
game is a self paced game that are completed
in two different sections: the story and the
classes aspects, and then addiction side
quests. The game in a very interactive game
where they are asked questions with 3 choices
that can determine effect there story later on.
Different answers can earn different rewards
that can be contributed to the level of the
player as well as earned in classes or by
completing different parts of the story. This
include courage, empathy, and knowledge.

16. Pokémon Go
• Pokémon Go is a mobile games that is combined with the
real world. For my tour guide, I want an interactive game
that can incorporate real locations, a game that shows
features that Pokémon Go also have. The game is based
off the mid 90s game for Game Boy owned by Nintendo.
Fictional characters known as Pokémon are found in the
game by humans (Pokémon trainers) and battle each
other. The games uses mapping technology to create
Pokémon reality in real life locations to carry out the
game.

17. Pokémon Go
• Pokémon was created in Japan in 1996 and gained popular by its unique
graphics and cute characters. The game grew so popular, it grew into
different franchises which included trading cards, comics, tv shows, films
and toys. 20 years later, Pokémon was back in a new form which was a
smartphone game. It released in July 2016 and grew extremely popular, it
broke records within its first month by making $207 million. The success of
the game did not last too long, the game dominated the first few months
but the hype died down after the summer. At its peak it was getting well
over 250 million people per month, however by December 2016 it had
fallen to less that 50 minion per month.
• The game became successful because it was something that hadn’t been
created before and there was many positive effects of the game. Other
games have a hard time making there players go outside, however
Pokémon Go made millions perform low-impact exercise and get fresh air.
The game created a whole fictional world but in the modern day life.

18. Pokémon Go – UI
• The aim of Pokémon Go is to collect as many different character as possible. As you move around
where you live or visited locations, your phone will vibrate to say there is a Pokémon nearby. Once
you see the Pokémon, you aim your poke ball to try and catch it. It may run away if you do not
complete certain challenges. The game has better characters and free gifts at interesting places.
These places are usually public areas to try encourage tourism like local museums, historical
landmarks etc. One of the qualities that drew people to love Pokémon are the cute and adorable
characters. The original game was full of lots of bright colours (almost pop art like) and followed it
through in there movies, toys and Pokémon go. The fonts and information box are easy to read and
have a simple font which can later be identified as the Pokémon font. When the game is in its AR
mode, it makes it feel more real. Having the Pokémon Infront no matter where you are makes you
feel part of this world that they have created which I believe is the ultimate aim for the game.
According to TryMyUi blog, Pokémon go has a UX strategy that is built around 4 pillars: familiarity,
immersion, virality and gamification. These pillars are what make the game unique and what made
it so popular.
•
Rotolo, T. (2016). The UX of Pokemon Go. [online] TryMyUI Blog. Available at: https://www.trymyui.com/blog/2016/07/14/pokemon-go-ux/ [Accessed 22 Sep. 2022].

19. Hogwarts Mystery and Pokémon Go
Summary:
Hogwarts Mystery features I'm interested in:
• The possibility of being able to create your own avatar
• The harry potter theme, using familiar faces and names
• Having to complete challenges to make the game
• interactive questions to chose a path
• Dark academia theme
Pokémon Go features I'm interested in:
• 3d mapping and use of location
• AR mode so that monsters or characters are collected on screen
• Have better characters around key spots
• Have a large map to follow

20. Bibliography

21. Bibliography
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