Benjamin Brown is proposing a video game-themed tour guide for 16-24 year olds interested in gaming and leisure activities in York. The guide would be in the form of a mobile game where teams compete in quests and games at popular York locations. Brown will create a promotional video in the style of the tour using video game elements. He will research the target demographic and evaluate the guide's popularity on social media and through a focus group of classmates. The project aims to increase youth tourist spending in York while teaching Brown skills in audience analysis, targeting, and innovation for his media career.

1. Proposal
1
Student Name and Number: Benjamin Thomas Brown 412838
Project proposal title and date: Geeks and Gamers Guide 23.9.22
Main area of activity: Video and Animation Production
Target Audience: My target audience is aimed at 16–24-year-old youths. My project is
designed for young people who like video games and other leisure activities.
Rationale: I have decided on this project because, after looking at the statistics, 16–24-year-
olds are both an underserved and high spending age group who predominately like gaming
and leisure activities. There is an opportunity to tap into this demographic and increase
tourist spending in York. Currently there is no guide that specifically caters to this age
group and I feel that this guide will help to highlight the many gaming and leisure
attractions of York in an innovative and appealing medium for young people. This guide
will be unique as it is designed in the style of popular video games.
Project Concept: The concept of the project is that it will be a tour guide for 16–24-year-olds
interested in gaming and leisure activities and the guide will be in the form of a high quality and
innovative video game. The guide is a game within a game tour in which teams or individuals
compete against each other in games or quests at popular locations in York using primarily their
mobile phones. I will make a video to publicise the tour and the video will look like the tour using
pixelmation and video game tropes and be advertised on social media.
My research for this project will be studying demographic and psychographic data from 16–24-
year-olds to understand their preferences and a questionnaire for this group to determine how to
appeal to and design a tour guide that they will publicise and share with friends on social media.
My plan is to also analyse the market by studying other York tours that focus on using mobile
based games or quests or target young people. This will help my project by making it relevant for
this age group and to specifically design the gaming concept of the guide to effectively target this
group.
How will the project be evaluated and reviewed: I will be able to evaluate the effectiveness of the
guide by its popularity and the commentary on social media and peer review the guide with my classmates at
York College who can give feedback through a focus group. I plan to keep a video diary of my work which
will help me to reflect on the project and improve. This process will help my media career as it involves
using statistics and analysis to target a specific group and teach me to be audience focused and innovation
lead.

2. Proposal
2
Bibliography:
1. Statista, J. Clement (2021) Video Gaming Audiences
in the United Kingdom- Statistics and Facts.
2. www.englishclubtv.com (2021)The Modern British
Teenager's Life- English Club TV.
3. Marketing Strategies, Kim Thompson (2015) Why
Gamers Should Be Part of Your Audience Strategy.
4. Play Today (2022) Gamer Demographics from 2022:
No Longer a Men's Only Club.
5. Savanta (2021) GameOn: A Study of UK Gaming and
Attitudes and Behaviours- How Smartphones,
eSports, and VR are Changing the Way We Play
6. Target Audience Interviews conducted 15 September
2022 of the following people: Hutch Brown, Quin
Brown,Spires McCameron, Oscar Jaques, Cassius
Jacques, LilyCampbell, Mary McCameron, Emma
McCameron, AliceHaggler,Austin Haggler,William
Seaman, Charles Seaman, Charlotte Brown, and
BrinckleyBrown.
7. Random House (2014) G.Kawasaki,The Art of Social
Media.