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.

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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This deliverable contains original unpublished work except where clearly indicated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.

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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

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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.

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● 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

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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.

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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.

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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

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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.

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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.

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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.

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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

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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

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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

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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.

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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.

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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.

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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.

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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.

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3.3 Storyboards / Wireframes

The wireframes and storyboards below outline the features of the social game in more

depth.

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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.

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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.

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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.

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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.

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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.

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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.

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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-

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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.

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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

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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.