Markkinointipelin suunnittelu ja toteutus

Abstract

Audience around video games has changed significantly during the last decades. This has led to more versatile opportunities around in-game advertising. In modern advertising environment, games have become an effective method to stand out and let the potential customers interact with the product or a brand. The objective of the thesis was to create an advertising game for industrial safety related trainings and mobile application. This thesis researched advertising methods and opportunities in games. Previously made mistakes, related to game advertising, were gathered to avoid repeating them. Game genres, styles and user groups were explored for finding the best fit for the commissioner´s target audience. Game design principles were followed for creating an engaging and visually consistent game. Both, the brand visuals, and the selected game style were integrated together. Development process and used game mechanics were recorded and explained in detail. The result of the project was an advertising focused puzzle game, with hyper casual style and multiplatform functionality. Commissioner´s main requirements were reached in a fully functional product. Game was bug tested and feedback was gathered from the commissioner representatives. The project was large for a starting game designer and would have gained from an involvement of more attendees. Results, effectiveness, and public feedback remains to be seen after the official game launch.