europeana food and drink food and drink social game€¦ · v2.2 2016-03-28 enrico turin fep-fee...
TRANSCRIPT
Grant Agreement 621023
Europeana Food and Drink
Food and Drink Social Game
Deliverable number D3.4
Dissemination level PU
Delivery date M15 2015
Status Final
Author(s) Annalise Duca (AL)
This project is funded by the European Commission under the
ICT Policy Support Programme part of the
Competitiveness and Innovation Framework Programme.
D3.4 – Food and Drink Social Game
Page 2
Revision History
Revisi
on
Date Author Organisation Description
V1.1 2015-03 Annalise Duca;
Angele Giuliano
AL Starting of document
Maria Sliwinska ICIMSS Contribution to the game idea and
methodology
V1.2 2015-6 Annalise Duca;
Angele Giuliano
AL Update to the Metrics section
V1.3 2015-10 Annalise Duca AL Update to the Metrics as partner
suggestions
2015-10 Maria Sliwinska ICIMSS Contribution to the chapter 2.7.
Value for Europeana
V1.4 2015-13 Annalise Duca AL Finalisation of Document
V1.5 2015-05-08 Annalise Duca AL Update of Document
V1.6 2015-08 Maria Sliwinska ICIMSS Contribution to the chapters 2.6:
Content and process for gathering
and Section 8.4 - Marketing Plan
V1.7 2015-08-26 John Balean Topfoto Reviewing of Document
V1.8 2015-08-26 Emmanuel
Mazzucchi
Topfoto Reviewing of Document
V2.00 2015-08-28 Annalise Duca AcrossLimits Final Document Review
V2.1 2016-03-29 Annalise Duca AcrossLimits Resubmission Draft
V2.2 2016-03-28 Enrico Turin FEP-FEE Resubmission Review
V2.3 2016-03-30 Adrian Murphy HM Resubmission Review
V2.3 2016-03-31 Susie Slattery CT Final review
V2.4 2016-06-30 Susie Slattery CT Updates
Statement of originality:
This deliverable contains original unpublished work except where clearly indicated
otherwise. Acknowledgment of previously published material and of the work of
others has been made through appropriate citation, quotation or both.
D3.4 – Food and Drink Social Game
Page 3
Contents
1 Introduction .............................................................................................................. 4
1.1 Resubmitted deliverable .................................................................................... 4
1.2 Approach .......................................................................................................... 5
1.3 Scope and Aims ................................................................................................ 5
1.4 Idea Definition ................................................................................................... 6
1.5 Clients and Target Audience ........................................................................... 12
2 Business Value ...................................................................................................... 13
2.1 Business model and value proposition ............................................................ 13
2.2 Revenue-generation model ............................................................................. 13
2.3 Content and process for gathering .................................................................. 13
2.4 Value for Europeana ....................................................................................... 16
2.5 Commercial value ........................................................................................... 18
3 Specifications ......................................................................................................... 19
3.1 Technical Specifications .................................................................................. 19
3.2 Functional Specifications ................................................................................. 19
3.3 Storyboards / Wireframes ................................................................................ 20
3.4 Designs ........................................................................................................... 24
4 Privacy and Legal Policies ..................................................................................... 28
5 Success Metrics ..................................................................................................... 29
6 Social Game Name ................................................................................................ 29
7 User Testing Overview ........................................................................................... 30
8 Marketing ............................................................................................................... 30
8.1 Marketing Activities in depth ............................................................................ 31
9 Exploitation ............................................................................................................ 31
10 Repeatability Model ........................................................................................... 32
11 Project Timeline ................................................................................................. 32
D3.4 – Food and Drink Social Game
Page 4
1 Introduction
This document includes the specifications for the Europeana Food and Drink Social
Game that forms part of Work Package 3.
The social game cluster is made up of ICIMSS, AcrossLimits, Collections Trust and
Keepthinking. In this work package, AcrossLimits is the technical partner; ICIMSS are
responsible for collecting and developing the content while Collections Trust and
Keepthinking ensure the project management of this deliverable.
1.1 Resubmitted deliverable
This deliverable is a resubmission and provides the information requested by the
reviewers during the remote review in November 2016. For ease of review the changes
requested by the Commission have been highlighted in grey.
In the review report the reviewers made the following comments on the Social Game:
“The social aspects of the game are sufficiently presented. The game concept itself is interesting. However, as repeatedly mentioned in this document, the application falls short of providing any meaningful link with the content base and reusing its contents. The only reference available to Europeana is hidden within the About section which does not even include a hyperlink to the project web site at the very least.
The application should be enriched with content drawn from the EFD content base and (but not only) crowd-sourcing, rather than a limited pool of hand-picked sample content.
From a technical perspective, it also appears that the application only runs on a subset of Android devices, with several tested being unable to run the application.
Considering the above, the deliverable is not completed as expected. An updated version of this is to be delivered and presented during the final review in order to address the issues identified above and recommendation 1 (above).”
Following this review, the application cluster reported to the Commission and reviewers
that the social game is available for download on Android, iPhone, iPad and Windows
Phones. The game can also be played through the official Facebook page or on the EFD
website.
In addition to this, the following plan of action was submitted to satisfy the concerns
raised above:
● The game will include more Europeana branding, including links to the project website and content base.
● A tool will be created to retrieve content directly from the Europeana content base. This will allow a lot more content to be inputted into the social game without the need for the project partners to additionally submit their content to the creative partner. This content will be manually verified by AcrossLimits to make sure it fits in with the scope of the Social Game.
D3.4 – Food and Drink Social Game
Page 5
● An additional screen cataloging each item a player sees while playing the game will be added, providing further information and allowing the user to view the item on the Europeana content base.
● After each question, in the “Learn More About” section, alongside the description and/or recipe of the food/drink, a link to the Europeana Content base will be implemented and made available to the user.
● In addition to uploading their own meals/content, users will also be able to submit links to resources from Europeana.
The Commission and reviewers approved these actions as satisfying the review report
concerns on 20 January 2016, and the application cluster started the updates.
Finally, further to the above changes the social game was improved by making the game
multi-lingual, to ensure it was accessible to potential users throughout Europe.
1.2 Approach
The cluster initiated its discussions by making use of the business model canvas, where
a number of important factors were identified to help the cluster make key decisions to
move forward and create a more concrete idea.
It was agreed that the social game was to be made accessible on different devices
including mobiles/tablets and personal computers, with a goal of both being fun and
maintaining an educational element so that it could engage several audiences.
The social game is a tool aimed to educate and entertain the general public on different
cuisines that are found across the globe, whilst at the same time ensuring the
preservation of our Food and Drink cultural heritage. Furthermore, behind this idea, the
cluster aims to engage different commercial partners to create an additional benefit from
this social game, both for their business and for their culture.
1.3 Scope and Aims
To work with local client/s for the creation of a social game which reinforces
their existing business proposition through heritage content/activity
To promote food culture
To expand the number of services such entities offer
To broaden audience participation
To strengthen international relationships
D3.4 – Food and Drink Social Game
Page 6
1.4 Idea Definition
Several ideas have been discussed across the cluster; the one described below is a
refined idea of the social game that has been developed.
The base of the social game is a quiz – meaning that players will have to answer a
number of questions in order to meet the challenges being set by the game.
The social game has 3 main features: “Guest Mode”, “Friend Challenge Mode”, “Upload
your Dish Mode”.
1.3.1 Social Game Accessibility
The social game has been made accessible to the general public using different
approaches. This has been done to ensure that users can access the game through
their preferred option.
Approach 1: The social game is integrated as an application on the Europeana Food
and Drink project official Facebook page - https://www.facebook.com/FoodAndDrink.EU.
To further ensure sustainability after the end of the project, a dedicated Facebook page
was created for the game - Food Planet - https://www.facebook.com/foodplanetgame.
In both cases the game is available as an application directly on Facebook by clicking on
“Play Game” in the header of the page.
D3.4 – Food and Drink Social Game
Page 7
Approach 2: The social game is available on the most popular app stores, including
Google Play, App Store and Windows Store. Users are able to download the social
game directly onto their phone or tablet, with the ability to play while on the go.
Download Game in Google Play:
https://play.google.com/store/apps/details?id=com.acrosslimits.foodplanet
Download Game in App Store:
https://itunes.apple.com/us/app/food-planet/id1038410544?ls=1&mt=8
Download Game in Windows Store:
https://www.microsoft.com/en-us/store/apps/food-planet/9nblggh6h48c
Approach 3: Finally, the social game is embedded on the project website
www.foodanddrinkeurope.eu to ensure wide accessibility and visibility to the game.
To play the game one can visit the following link from their browser:
http://foodanddrinkeurope.eu/applications/games/social-game-2/
All the above approaches are essential for the sustainability and promotion of the game
itself. By using different approaches, we can widen the visibility of the game, enhance
the engagement as a result of this, and achieve awareness about the project, therefore
Europeana itself can achieve a higher success rate.
D3.4 – Food and Drink Social Game
Page 8
1.3.2 Social Elements
For a game to be successful, there are a number of critical elements that one should
consider. One of them is being Social1. Different social elements were identified from an
initial stage, and the partners ensured that the concept of the game evolved around such
elements.
The Food and Drink social game has the following features that contribute to ensure its
success.
The social game allows to have multiple players challenging each other, competing for
better scores and gaining different badges. These all contribute to making the players
feel rewarded as well as enjoying the gameplay, so that they are encouraged to play the
game for a longer duration.
Another social element is the sharing feature. The player has the ability to share different
parts of the game, including descriptions and recipes. Again, this will contribute to the
further engagement of other individuals.
Crowdsourcing data is the way forward in technology for data collection, and this social
game will help Europeana to attract new material to its growing database. This is
because players will be able to indirectly contribute to the data themselves.
1 http://www.adweek.com/socialtimes/the-7-elements-of-social-game-success/4604
D3.4 – Food and Drink Social Game
Page 9
For a long-term success the social game can also be adapted for direct rewards to the
player, which can include but is not limited to discounts in shops / museums /
restaurants / hotels.
1.3.3 The Content
The main aim of the social game is for the player to guess the country where a particular
food or drink depicted is considered as a national cuisine. The question posed is “Where
on earth is this from?” together with an image, and 4 different countries to choose from.
Some examples include:
✓ Pizza from Italy
✓ Pastizzi from Malta
✓ Muesli from Switzerland
✓ Potato Pancake from Poland
✓ Arakapa Mandarins from Cyprus.
In some instances, the game allows for more than 1 correct answer; this is done to
account for some ambiguous answers. An introductory screen will advise the players
how many answers they should select.
Three different content categories are used – although the user is not directly aware of it,
this is used to keep a balance in the question types and ensure that game play does not
become repetitive. These categories are explained in further depth below.
Food and Drink
Photos of meals and drinks (a pizza, a beer, an Indian thali). These questions will also
be generated by the player themselves when they are playing in “Upload your own Meal”
mode. Alcoholic drinks will not be visible for players under the age of 18.
Tools/Utensils/Machinery
Photos of typical preparation techniques or tools used to prepare food. For instance
these can include wine making/grape stomping, a pizza oven, typical cutlery, with the
player trying to guess which the originating country is.
Ingredients (Herbs, Spices, Fruits, Vegetables)
Photos of ingredients used to prepare a meal, such as rice, olives, chili peppers and
rabbit.
D3.4 – Food and Drink Social Game
Page 10
1.3.4 Guest Mode
Users will be able to anonymously challenge other players, however using the guest
mode will require no login details. Whilst in guest mode, players will not be able to create
challenges or gain any badges or upload any photos of their own. The reason for this
change is to allow a preview of the game to new players and encourage these users to
register and connect.
1.3.5 Friend Challenge Mode
In the friend challenge mode, players have to answer 5 random questions from the
mentioned categories, with a timer of approximately 12 seconds for each question. For
each question the timer starts at 100 points and the points decrease as time goes by.
In this mode, players are also able to challenge their friends, as the game can be
connected with a social media account such as Facebook. While playing, players are
able to collect different badges and get further background information about the item in
hand. When available, the player also has easy access to the recipe or list of ingredients
found in that particular dish.
Every player engaging in a challenge is matched with another player ranked at a similar
level of overall points. When no players are available, the player can create a challenge
which will be accessed by someone else at a later stage. The winner of a challenge gets
points based on the questions answered correctly. The user collects different badges
based on the points gathered as they go along.
Players have the option to ask for different hints, and these include:
Asking for the list of certain ingredients that are part of the meal.
Getting the actual name of the dish.
Getting a sentence that reveals more about the item in question.
When a player asks for hints, points are deducted. This applies both in the guest mode
and the friend challenge mode.
D3.4 – Food and Drink Social Game
Page 11
1.3.6 Upload your dish
In this mode, the player has the ability to upload a photo of
their own dish (and drinks), together with marking the origin
of the dish. By doing this they are encouraged to gain
additional badges. This is called “Send your dish to cyber
space”.
Finally the player needs to mark the country of origin for the
dish being uploaded. This information will be used as hints
during the challenges.
Based on the review, a new input has been added in the
upload screen, where users can directly add content from
Europeana.eu with a simple link. The screenshot here
illustrates this input method.
This ensures that further content is collected from the
Europeana content base and using the crowd-sourcing
method.
User-generated content will be checked for inaccuracy or inappropriate data and
approved. Players can flag inaccurate content while playing. All content will be reviewed
before being made available in the game.
1.3.7 Badges Collection
There are 3 sets of badges:
Geographical Badges
Challenge and Social Badges
Upload Badges
The game includes different geographical badges linked to different regions of the world.
All badges have a points value associated to them and are automatically calculated from
the questions answered by the player. Some of the badges are won when playing
against players in that particular region. This has been implemented in this way to
ensure badges are not too difficult to obtain, especially during the launching phase of the
game, as not all geographical regions are yet covered.
The upload badges collection can be gained when players upload content to the game.
Ranging from 1 uploads to 25 uploads, there are different badges to encourage players
to continue contributing their material.
Finally the challenge and social badges are achieved when a player challenges and wins
against another player. Furthermore, sharing scores, badges and recipes from the game
will allow the player to gain additional badges. This helps make the game more popular
among players and keep it active on social media.
D3.4 – Food and Drink Social Game
Page 12
1.3.8 Leaderboard
A leaderboard is also included in the social game. It is anticipated that this increases the
competition element of the game, which is important if one wants to make sure that
people keep playing the game for a longer period of time.
The leaderboard is divided in two parts, “This Week” and “All Time”. Partners have been
asked to organise prizes for players to win. Such prizes could vary from discount
vouchers at a restaurant to free entrance to a food / drink museum in their country.
1.3.9 Multi-Lingual
To ensure that users from across the globe play the game, the game itself (not the
content) has been translated into Catalan, Dutch, English, French, German, Greek,
Hungarian, Italian, Lithuanian, Maltese, Polish, Slovak and Spanish. An auto detection
feature has been set, however the player can change the language from the landing
page.
Due to the scalability of the game, the content will remain in the language as supplied by
the partner or the player. However, despite the content not being translated,
crowd-sourcing will help in getting further content in different languages directly into the
game. This aspect will not hinder the playing experience, as one will still need to guess
the country of origin.
1.5 Clients and Target Audience
The main target audiences include the general public, youths/kids and food savvy
individuals.
Each different target might play the game for different reasons as underlined below:
✓ To learn about different food cultures
✓ To expose the users to the Europeana Portal
✓ To have some fun
✓ To increase interest in various cuisines around the world
Studies show that an average game player is 31 years old2, however these statistics are
focused mostly on computer and video games. Another study, which took place in the
UK, France, Germany and Spain, based on people aged 6 to 643, shows that the
percentage of people that play ANY type of game by age group vary in these 4
2 http://www.isfe.eu/sites/isfe.eu/files/attachments/esa_ef_2014.pdf
3 http://www.isfe.eu/sites/isfe.eu/files/attachments/gametrack_european_digest_q3-14_0.pdf
D3.4 – Food and Drink Social Game
Page 13
countries, but on average most players (any format/device) are classified in 3 different
groups: 6-10, 11-14 and 15-24.
2 Business Value
2.1 Business model and value proposition
The social game’s business model is based on the added value proposition that is
targeted towards the creative industries, cultural heritage institutions and the Food and
Drink Sector.
The content and materials that will be placed in the game will be taken from a variety
of sources, on one hand formal content providers and on the other hand users
(UGC-user generated content). The sales / pricing model will be a subscription based
on the level of ‘sponsorship’ that the client would like to take up.
For example if there is an Italian restaurant in the UK that wants to be a sponsor,
every time that someone guesses an Italian dish correctly, they might see a small pop-
up or advert of that restaurant; this will also be based on their location.
2.2 Revenue-generation model
The social game will be based on a free model. This means that the app will be made
available free of charge for the user.
Further to this there will be the possibility to develop further functionality in the app, in
order to help in getting the Return of Investment. This will be done based on engaging
different commercial partners, such as restaurants and/or museums or chefs, to use the
app to advertise their products / services. This would be based on an in-app
advertising model.
Additional revenue streams could also be obtained from cultural events, festivals and
other activities that celebrate food and drink in Europe. Tourist boards of particular
countries, regions or towns that promote themselves towards food lovers might also wish
to sponsor part of the game.
2.3 Content and process for gathering
For the purpose of gathering content for the social game such as recipes, pictures,
contacts, links, stories and more, a number of restaurants, agri-tourism estates, chefs and
producers which carry a good name in Malta were approached. Whilst restaurants and
chefs were thought to have many resources such as recipes and photos, the agri-tourism
estates were deemed important stakeholders to approach for their more traditional and
D3.4 – Food and Drink Social Game
Page 14
local aspect. This procedure was also a way of disseminating the project and gaining
support for the petition related to WP 6 of the Food and Drink project.
The first step of the procedure was to brainstorm for food and drink outlets or persons to
approach, creating a contact-list with the telephone number and email of each. A generic
email was sent to all and the ones who replied were immediately given preference to
schedule a meeting with. Specific outlets which did not reply to the email were contacted
by phone, although this was not always successful. Face-to-face meetings generated
positive feedback overall and upon emailing them after the meeting most provided us with
content instantly.
When asking our contacts to provide us with content, such as stories, recipes and photos,
we in turn offered them a credit (their name and a live link to their website or social media
profile) on the social game.
From Malta, content/images were provided by:
Ta’ Maria Restaurant - Mosta - www.tamaria.com
Sammy’s Restaurant - Xemxija - https://www.facebook.com/sammysbycfm
Neil Darmanin - Chef - https://www.facebook.com/ChefNeilDarmanin
Anton B. Dougall - Chef - http://www.tisjir.com
Farsons Brewery - Brewery - http://www.farsons.com/
ICIMSS was responsible for the content uploaded at the initial stage of the game
allowing to initiate the developing of activities. It was agreed that during the testing
phase 10 items would be delivered. Within the project life an additional 50-100 items will
be added. All pictures and content to which ICIMSS has full rights have been made
available for free use for the social game during the project duration and after/or until the
termination of the partnership agreement. As the game will have continuous updates,
ICIMSS will make all efforts to continue to supply the game with additional content
during and after the end of the project being June 2016.
Content delivered by ICIMSS consists of:
meal or tool pictures
meal or tool descriptions, with special attention to some curiosities making the
game more interesting for the players
ingredients necessary for a meal
recipe
country of origin
links to Europeana if such materials are available in Europeana
delivery of materials to Europeana if these are not present there
D3.4 – Food and Drink Social Game
Page 15
links to Wikipedia or other sites where more data about meals or tools are
available and could serve for further learning by the game players
Content collected by ICIMSS comes from the cooperation of a local blogger and cooking
expert in Poland (http://naturalnie.org/), local museums, from the exhibitors met on a
number of fairs devoted to food.
ICIMSS also approached Polish restaurants who, unfortunately, unlike the Maltese
restaurants, were not interested in cooperation, at least at this initial stage.
Further to the above two methods the cluster focused on engaging all partners in
Europeana Food and Drink project with a call for content. This method proved to be a
very successful and effective way of collecting data, images and content. Making use of
a shared spreadsheet with the necessary fields, partners were asked to contribute their
content, especially that related to their traditions and cuisines.
During the testing phase the above sample content featured in the social game. After
this phase it was clear that the number of items needed to increase while also making
sure that a direct link with the Europeana content base was made. A detailed
explanation can be found below, on how further content was added to the game directly
from Europeana.
A web-based tool was created in order to facilitate the process of getting content directly
from the Europeana portal. This allows for more content, yet reducing the manual
inputting time, making it easier for users to input content from Europeana Collections.
This tool allows for the submission of a link from Europeana to
http://fnd.acrosslimits.com/upload_tool/upload_link.php. This pulls all the necessary
information required by the game from the portal. This information is then sent to the
Upload Tool form where it can be manually edited and verified before submitting it to the
game - http://fnd.acrosslimits.com/upload_tool/. This manual verification is required to
ensure the integrity of the game.
This extra step is needed due to the fact that the “Content provider” metadata as listed
on Europeana.eu does not necessary represent the origin of a particular dish or drink.
Following discussions with the project partner Cyprus Food and Nutrition Museum, this
method will be used in order to populate further content in Greek from their content
base. This works also towards implementing and trying out the replicability model being
defined for this product.
D3.4 – Food and Drink Social Game
Page 16
2.4 Value for Europeana
The social game will be distributed amongst and used mostly by a younger generation
which might not be familiar with the Europeana brand and Europeana Collections
portal, and is more likely to make use of Google to search for the content they are
interested in.
Through this game we bring their attention to Europeana, since on each item (content
description) one finds a link to Europeana where they will have access to more
information. This means that through the social game, Europeana will be promoted to
a new target audience.
Based on the reviewers’ comments, it was highlighted that the Europeana branding
was required more within the game. To address this, the following actions have been
implemented.
A direct link to Europeana from the landing page of the game. This will
instantly highlight that the game is related to Europeana. In addition, a ‘what is
Europeana’ has been added to the main menu, which when clicked provides a
brief explanation and link to the Europeana website.
D3.4 – Food and Drink Social Game
Page 17
A “View on Europeana” button has been placed for every item instead of the
previous link that was available under the description of the item (which proved
to be hidden). This link will redirect the user to the original item on
Europeana.eu.
A “What is Europeana” link is also placed for every item.
When playing the game, users can now scroll down
to see the description of the item. At the bottom of
this description are the options:
1. View on Europeana (which opens a new tab
to view the item on Europeana)
2. What is Europeana (what opens an
explanation of Europeana and option to link
out to Europeana)
3. Share (which allows users to share the item
on social media)
This scrolling feature allows users to see the
information clearly without interrupting game play.
Users are also able to view all items played at the
end of the session (this is in addition to the
catalogue menu item explained below). Each item
can be viewed with the description and Europeana
links outlined above.
D3.4 – Food and Drink Social Game
Page 18
An additional menu item, named ‘Catalog’, has been added to the game. Any
items seen during challenges within the game will be added to this catalog.
Clicking on one of these items will allow the user to re-read the information on
the said item and also give them a direct link to the content on the Europeana
content base. The catalogue is sorted alphabetically and also by Country.
Please see below the ‘catalog’ item on the main menu, the list of items played during
the session (if you are a guest) or the complete list of items played since signing up (if
you have signed in through Facebook) and finally, the description of the items when
clicked on. Each item allows the same options available during game play including
‘view on Europeana’, ‘what is Europeana’ and ‘share’.
2.5 Commercial value
The social game will be introduced and used in several European countries and engage
different commercial establishments so they can promote their local / foreign cuisine to
the audiences of the application while, at the same time, promoting their
business/services.
D3.4 – Food and Drink Social Game
Page 19
This approach can also be extended to museums, which will be urged to join the
community with photos of different items that can be found in their collections to promote
their exhibitions.
3 Specifications
3.1 Technical Specifications
The development of the social game was done using state-of-the-art web and mobile-
based technology to ensure that the user experience of the player is enhanced, while
also making sure that the social game can be accessed on any mobile device.
The social game has been developed using a combination of HTML 5, CSS and
JavaScript and work on mobile devices to utilize the core features of iOS, Android etc.
This technology gives us the opportunity to integrate the social game on social media
channels and the project's official website.
Data / content retrieving has been done with the use of an internal database which
pushes notifications to the developers to moderate and publish the content generated by
the users. Europeana APIs will be considered to utilise content in the Europeana portal.
Hosting of the social game will be done on the AcrossLimits servers.
Content collection was done using a shared spreadsheet with the following fields:
Picture
Name
Correct Answer
Excluded Answers
Category
Description
Recipe
Ingredients
Hint
Information Links
18+ Flag
Credit - Provider
Credit - URL
3.2 Functional Specifications
Players are to gain points and different badges from either challenging others or by
contributing data by uploading photos of different meals and drinks.
Players are required to either create a username/password, or connect to the app using
their social media account (currently using Facebook APIs). All functions are detailed in
depth in the storyboards.
D3.4 – Food and Drink Social Game
Page 20
3.3 Storyboards / Wireframes
The wireframes and storyboards below outline the features of the social game in more
depth.
D3.4 – Food and Drink Social Game
Page 21
D3.4 – Food and Drink Social Game
Page 22
D3.4 – Food and Drink Social Game
Page 23
D3.4 – Food and Drink Social Game
Page 24
3.4 Designs
In the below section, design layouts are available with a detailed description of the main
functions and features.
In this screen the user will be logging into the game either by
using Facebook or as a guest. A signup link is also available
for users who wish to create an account and not connect using
their social media account. Users can also ‘Go to Europeana’
which leads them directly to the Europeana website.
After logging in the player will see the welcome screen where 4
options are available;
● Challenge Players;
● See badges status;
● Select language;
● Upload photos of their dishes.
By selecting the menu icon from the top-right, the player will
have access to the menu. The menu includes access to Home,
Badges, Leaderboard, Catelog, About, Settings, Edit Profile,
Logout, and go to Europeana.
D3.4 – Food and Drink Social Game
Page 25
Here users can either create a challenge or else play one of
the already existing challenges. At the start of the challenge,
users will be given a quick ‘how to play’ explanation.
While playing, the player will see the image in the middle
screen and one will need to select the correct country of origin.
Users will immediately be notified if the answer is right or
wrong. Users can scroll down to learn more about that
particular item, as shown with the ‘scroll down to learn more’ notice.
D3.4 – Food and Drink Social Game
Page 26
By scrolling down to learn more, players can view the item
on Europeana, find out what Europeana is and share the
information on different social media channels, such as
Facebook, Twitter, Google Plus, Email, SMS, or by simply
copying the link.
This is the educational part of the game; users will have
the opportunity to explore more about the question they’ve
just answered. Information available includes a
description, ingredients and/or recipe (depending on the
item).
When a user presses “Tap to move on!” they will go back
to the challenge.
A total of 5 questions have to be answered to complete a
challenge with a 12 seconds timer, and 100 points which will be decrementing
periodically.
D3.4 – Food and Drink Social Game
Page 27
When users press on [?], they will be given hints. These hints
range from:
● Name of the item
● Ingredients in the dish
● A sentence with a general hint.
At the end of each challenge users will see a
catalog of the items they have played, which
provide second opportunity to learn more and see
the items on Europeana. Users can also see the
catalog of items they have played from the main
menu, as outlined in section 2.4 above.
In the badges section of the game, the player will be able to
see the badges available, those that still need to be acquired
and what needs to be done to get such badges; it also shows
a list of badges that have already been obtained.
From the top part of the screen, the player can see that the
badges are categorised in three types: geographical,
challenges and upload.
D3.4 – Food and Drink Social Game
Page 28
In this screen, users have the option to upload any of their
favourite dishes to be added to the social game. Users
have to upload a photo, write the name of the dish, select
the country of origin and if known, they can select the
ingredients that are part of that dish.
All submissions will be reviewed before publishing.
In the leaderboard screen, players can see the ranking of
the players based on points earned and challenges won.
Leaderboard is refreshed every week, and an all-time
leaderboard is available.
4 Privacy and Legal Policies
The Europeana Food and Drink social game cluster took into consideration all privacy
and legal policies related to the game. These include, but are not limited to, the sharing
of personal data.
Furthermore, content which is related to alcohol beverages will not be visible to players
who are under the age of 18. This data will be gathered from the social network profile,
and a disclaimer will be placed for the player to confirm that (s)he is over the age of 18.
D3.4 – Food and Drink Social Game
Page 29
The IARC Rating Certificate has been obtained for Google Play since the game contains
alcoholic beverages. This certificate may be reviewed from
https://iarcweb.azurewebsites.net/Dashboard/Certificate/89257c77-d99e-47a3-b953-
9aa869ad6c42
5 Success Metrics
Below are the metrics that will be used to measure the success of the social game
across Europe and beyond European countries. These metrics are targets that will help
to evaluate the success of the game, following the marketing plan as explained in
section 8.
In the Description of Work it was estimated that there would be a total of 600 play of the
game, 6000 likes and 6000 shared of the games. The shares and likes were based on
the aim of having 500 shares and likes per month in a 12-month period.
This estimation is seen as highly optimistic before the game concept was realized.
Particularly in light of the delays with the application launch.
To provide more accurate success metrics we will also consider how many users upload
content and the amount of content, the retention rate of users and how many challenges
have been achieved.
Further information and results will be submitted in the upcoming WP3 deliverable D3.21
EFD Commercial Impact Evaluation Report.
6 Social Game Name
Below is a list of names that were considered for the game.
Food Miles
Food Find
Where the heck is this from?
Food Planet
Food Fly
weEat
Food Fiesta
Eat Feast
Where on earth?
The final name was chosen by a
voting contest between all partners,
where the top chosen name was
“Food Planet”. A logo was also
created for marketing purposes.
D3.4 – Food and Drink Social Game
Page 30
7 User Testing Overview
The social game went through extensive user-testing both internally and also externally.
The alpha version was tested internally to ensure specifications were implemented
according to the design. After constant discussions between the clusters and the
developers, this phase allowed for the release of a beta version.
An unmoderated usability testing method has been implemented for the beta version
where project partners who had a rough idea of the game were asked to install the app
on their Android devices with no explanation.
Constructive feedback helped in adjusting some features which we not obvious to users.
These include:
Switching places of some icons
Changing the text of some icons
Ensuring the back button doesn’t close the application
8 Marketing
Below is a timeline related to marketing activities to be undertaken once the social game
is fully launched to the public to ensure the engagement of the general public and
stakeholders.
Activities include a mix of online marketing and offline marketing, thus ensuring the
different target audiences are reached within our campaign.
September 2015 Creation of separate Facebook page for the game named “Food Planet”
September 2015 Joining and promotion of the game on the Facebook group “Games in Schools”
September 2015 Marketing ads using teasers for new game
September 2015 Issuing of Press Release in English for the Media
September 2015 Translation of Press Release and encouraging partners to translate and issue in their respective country
September 2015 - November 2015
Further adverts on Social Media - Paid Facebook Ads and Google Ads
September 2015 Email Campaign to AcrossLimits contacts
December 2015 Top winner per week: A prize will be given to the player who will be on the lead for each week. This will be done during December. 4 winners in total.
October 2015 Participation in Food & Drink Festival in Malta
February 2016 Advertising on local news papers / magazine
March 2016 - May 2016
Organisation of activities in local schools
March 2016 Presenting the game to the European Schoolnet Network http://www.europeanschoolnetacademy.eu/web/general-
D3.4 – Food and Drink Social Game
Page 31
navigation/home
March 2016 - May 2016
Presenting the game in Europeana events, and request for linking the game from the Europeana website
April 2016 –June 2016
Launching of the new version of the Europeana Food and Drink Social Game, including also a number of competitions to increase the promotion and engagement with the game.
May 2016 Participation in a local (Maltese) Rikotta festival, where the project and Europeana will be featured while several competitions will be carried out to attract users to the game and to the project.
8.1 Marketing Activities in depth
The marketing activities intended to promote the game and help reach the success
metrics as mentioned in section 5 are reached are explained here in further detail:
Advertising of the game on social media - Facebook Adverts.
Advertising using Google Adwords that will appear on random websites, when
people search for recipes.
Possible participation in food and drink festivals - Flyers can be distributed with a
QR code to download the game.
Weekly or fortnightly prizes that are given to the top player in the leaderboard.
Submitting the game on Apple Store / Google Play
Promotion on the Europeana Food & Drink website
Advertising in magazines which are food or drink related. An example is the
Cibus magazine, which is issued in Malta every few months with the “The Times
of Malta” newspaper. Other countries can follow this approach too.
Promotional activities in school, especially in secondary schools.
Press releases that can be sent to national press
Contact with the European Schoolnet Network
Joining the Facebook Group “Games in Schools”
Presenting the game in the magazine Uncommon Culture
9 Exploitation
The social game will be given attention to ensure that the marketing and exploitation of
the game are given priority. As a cluster we will keep working on ensuring that any leads
such as commercial institutions that will be interested in investing and contributing to the
game will be followed upon.
D3.4 – Food and Drink Social Game
Page 32
We will continue looking for further partnerships and sponsors who will be willing to
contribute to and further develop the social game.
The marketing plan will be constantly updated to reflect the trends and the needs for the
marketing of the social game.
10 Repeatability Model
Multi-lingual Social Game
This social game can be available in multiple languages since the approach taken to
develop this game allows for easy implementation in several languages with minimal
translations.
NOTE: This has been implemented in this phase of the project.
User-generated content
Further to the content generated by the content providers, additional content will be
made available by the players themselves. With badges available to encourage
uploading of content the game will be of interest to users after the end of project. The
technical partners (AcrossLimits) will sustain the social game for 2 years.
Multiple partners
As the basis of the game is a quiz, the social game can be re-implemented and localised
in different countries. As long as the answer to the question is the name of a country,
then one can easily develop different content based around country specific themes.
11 Project Timeline
The project timeline is as follows:
Content
A sample of the content has already been delivered. Further content will be delivered to
AcrossLimits by ICIMSS. It is being proposed that each partner contribute some content
related to the food and drink of their country.
AcrossLimits gave the final template for the content at the beginning of May 2015 to
ICIMSS; the content was made available to the developers in July 2015 to integrate into
the social game.
Development
Development of the game started in April 2015, with the first beta version ready in
May/June 2015. Final version of the application was available in August 2015. Monthly
testing versions have been made available to the partners for feedback.
Marketing and Launch
D3.4 – Food and Drink Social Game
Page 33
A marketing plan was developed and implemented after the initial launch of the game.
Most of the marketing started from the beginning of August, to late December 2015,
when the peak of the social game should be reached. Another marketing campaign is
scheduled from April 2016 till end of project.
12 Costs & Budgets for marketing
With a budget of €2500 currently being allocated for the social game marketing,
the below are indicative values of how these will be distributed.
Social Media & Google Ads € 500
A4 flyers (approx. 500 in A5 size) € 200
Purchases of prizes for leaderboard € 600
Printed Advertising € 500
Submission of App on Apple Store € 99
Activities in School / Events (Promotional Material E.g. Roll Up / Posters / Stands fee)
€ 601
13 Conclusion
This document includes the whole process from idea initiation, to development
and marketing. This document will serve a guide for continuous changes and
development.