BMI3C Course Culminating Task

BOARD GAME CREATION

Purpose:
Students will have the opportunity to develop and demonstrate their marketing knowledge through the
creation and marketing of a new game. Working in groups of up to 3 members, each team will identify
an appropriate target market, do some market research, develop and create a new game for this market
and finally develop a marketing plan to accompany the game, which will include pricing, promotion and
distribution strategies. Student teams will follow a number of steps in developing a suitable game. Each
step is an important facet of the marketing process.

Group Members Roles:

Manager of Product Development: __________________________________________________
Your role is to oversee the development of your team’s game from prototype to final product. You will
work closely with the members of your team to ensure the success of your product. In conjunction with
the Manager of Marketing Research, you will develop the game in accordance to the wants and needs
identified by your target market. Working with the Advertising and Promotions Manager you will
develop the game’s packaging, design, advertising and promotion.

Marketing Research Manager: ______________________________________________________

As the Manager of Marketing Research, your role is to oversee the research for your team’s game. You
will work with your team’s members in researching current games in the marketplace. You will identify
the current wants and needs of your target market using primary research techniques. You will employ
secondary research in determining the industry size of the game market and other relevant statistics. You
will work with your team members in developing the necessary product and consumer profiles. Your
expertise may be called upon to help in determining the pricing and distribution strategy for the product
as well as the advertising and promotional strategies.

Advertising and Promotions Manager: ______________________________________________

As the Advertising and Promotions Manager, your role is to oversee the branding, packaging and labeling,
advertising, and promotion of the game. You will work closely with the Manager of Product Development
and the Marketing Research Manager in the development of the game and the product, pricing and
distribution strategies for the game. You are responsible for the development of the print and non-print
advertisements and promotional strategies for the game.

Please note that business departments do not operate in isolation. They must work as a team, in order to
achieve the best possible results for their organization. Although each manager has specific duties, it is
expected that the other team members will fully participate in each phase of the marketing plan.
 BMI3C SUMMATIVE
BOARD GAME CREATION

Sections
A. Evaluation of Existing Games
B. Game Proposal
C. Marketing Research
D. Prototype and Development of the Game
E. Game Information, Branding, Logo and Slogan
F. Product Packaging Design and Information
G. Pricing and Distribution Strategy
H. The Marketing Plan (Putting it all together)
I. Presentation of Game and Marketing Plan
J. Evaluation of Game by peers and teacher
 SUMMATIVE EVALUATION
Section Level 1 Level 2 Level 3 Level 4
Evaluation of Existing Evaluation is Evaluation is mostly Evaluation is complete Evaluation is complete
Games incomplete and shows complete and shows and shows critical and shows thorough
little critical thinking some critical thinking thinking and reflection critical thinking and
and reflection and reflection reflection
Game Proposal Game proposal is Game proposal is Game proposal is Game proposal is
incomplete and shows mostly complete and complete and shows complete and shows
little planning and shows some planning planning and thorough planning and
understanding of and understanding of understanding of understanding of
/4 course content course content course content course content
Marketing Research Market research is Market research is Market research is Market research is
incomplete and lacks somewhat complete complete and contains complete and thorough
meaningful conclusions and has some some meaningful and contains many
conclusions conclusions meaningful
conclusions
/4
Prototype and Game development is Game development is Game development is Game development is
Development of incomplete and mostly complete and complete and contains complete, contains all
Game missing components has most components all components components and
demonstrates thorough
planning and a
/4 complex design
Branding Logo and Branding, Logo and Branding, Logo and Branding, Logo and Branding, Logo and
Slogan Slogan demonstrate Slogan demonstrate Slogan demonstrate a Slogan demonstrate a
little understanding of some understanding of good understanding of thorough
strategies discussed in strategies discussed in strategies discussed in understanding of
class class class strategies discussed in
/4 class
Packaging, Design Packaging design and Packaging design and Packaging design and Packaging design and
and Information information information information information
demonstrate little demonstrate some demonstrate good demonstrate thorough
understanding of understanding of understanding of understanding of
strategies discussed in strategies discussed in strategies discussed in strategies discussed in
/4 class class class class
Pricing and Pricing and Pricing and Pricing and Pricing and
Distribution Strategy Distribution Strategy Distribution Strategy Distribution Strategy Distribution Strategy
demonstrate little demonstrate some demonstrate good demonstrate thorough
understanding of understanding of understanding of understanding of
strategies discussed in strategies discussed in strategies discussed in strategies discussed in
/4 class class class class
The Marketing Plan Marketing plan is Marketing Plan is Marketing Plan is Marketing Plan is
incomplete and complete and complete, organized complete, detailed,
demonstrates limited demonstrates some and demonstrates good organized and
knowledge of course knowledge of course knowledge of course demonstrates thorough
material material material knowledge of course
material
Contains many spelling Contains some spelling Contains few spelling Contains no spelling
/4 and grammar errors and grammar errors and grammar errors and grammar errors
Presentation Communicates with Communicates with Communicates with Communicates with a
limited effectiveness some effectiveness considerable high degree
(oral communication (oral communication effectiveness effectiveness
AND visual aids) AND visual aids) (oral communication (oral communication
/4 AND visual aids) AND visual aids)
 A – Evaluation of Existing Games
Team Members:

_____________________________ ______________________________ ____________________________

The objective of this portion of the assignment is to evaluate existing games on the market. This research
may help your team determine the type of game that you would like to create. It will also help you to
determine what types of components, packaging and instructions will be required to market a game. Your
team needs to take this research seriously in order to provide you with information about the current
competition.

Your task is to complete the following evaluation for one (1) board game. After completing one (1)
evaluation, if you have any time remaining you should look at other games and start to work on your game.

Existing Game Evaluation:

1. Title of Game: ____________________________________________________________

2. Produced by: _______________________________________

3. Draw a rough sketch of the logo for the company, brand or the game in the space below. Do you
believe that the logo is effective? Why or why not? Explain your answer.

_________________________________________________________________________________________________________________________

_________________________________________________________________________________________________________________________

4. Provide the slogan and/or jingle used by the company. Is the slogan/jingle effective? Why or why
not? Explain your answer.

_________________________________________________________________________________________________________________________

_________________________________________________________________________________________________________________________

_________________________________________________________________________________________________________________________

5. What is the theme for the game? (e.g. memory, mystery, educational, strategy, etc.)

_________________________________________________________________________________________________________________________
 6. Describe the target market for the game. Provide details.

_________________________________________________________________________________________________________________________

_________________________________________________________________________________________________________________________

7. Read through the instructions provided with the game. How effective are the instructions? Are
they clear? Are they easy to read and understand? Are they presented in a logical order? Circle
your rating on the scale provided. Justify your rating and explain how you would improve the
instructions.

_________________________________________________________________________________________________________________________

________________________________________________________________________________________________________________________

_________________________________________________________________________________________________________________________

8. Name two (2) spin-off products from this game. Name two (2) other possible spin-off products
that could be offered.

_________________________________________________________________________________________________________________________

_________________________________________________________________________________________________________________________

9. What is the game’s direct competition? What is the game’s indirect competition? Explain your
answer.

_________________________________________________________________________________________________________________________

_________________________________________________________________________________________________________________________
 10. What is the price range for the game? Do you feel that this price is justified? Explain.

_________________________________________________________________________________________________________________________

11. Describe the current advertising/promotion used for the game. Based on your knowledge, do you
think that the promotion is effective? Explain your answer.

_________________________________________________________________________________________________________________________

_________________________________________________________________________________________________________________________

12. Describe the game itself (i.e. the game pieces and the parts of the game). Are they effective? Why
or why not?

_________________________________________________________________________________________________________________________

_________________________________________________________________________________________________________________________

13. Describe the game’s packaging. Comment on its size, the graphics, construction, etc. Do you think
it is effective? Explain your response.

_________________________________________________________________________________________________________________________

_________________________________________________________________________________________________________________________

14. Do you find the game to be educational or entertaining? Explain.

_________________________________________________________________________________________________________________________

_________________________________________________________________________________________________________________________
 B – GAME PROPOSAL
Team Members:

__________________________________ ________________________________ ______________________________

In order to help you begin to develop your game, you must first develop a proposal to help you focus your
efforts. The following should be completed to fulfill the requirements of your proposal.

Who are you?

Company Name: ___________________________________________________________

Current Product Offerings: _________________________________________________________________________________________

________________________________________________________________________________________________________________________

________________________________________________________________________________________________________________________

Who is your consumer?

Provide a general description of your proposed target market.

________________________________________________________________________________________________________________________

________________________________________________________________________________________________________________________

________________________________________________________________________________________________________________________

Demographics (gender, age, income social class, stage in family life cycle, ethnicity, culture).

________________________________________________________________________________________________________________________

________________________________________________________________________________________________________________________

________________________________________________________________________________________________________________________

________________________________________________________________________________________________________________________

Psychographics (beliefs, attitudes, lifestyle, religious beliefs, opinions):

________________________________________________________________________________________________________________________

_________________________________________________________________________________________________________________________

_________________________________________________________________________________________________________________________

Geographics (urban, suburban, rural):

_________________________________________________________________________________________________________________________

_________________________________________________________________________________________________________________________

_________________________________________________________________________________________________________________________
Why do you believe that they are a viable target market?

________________________________________________________________________________________________________________________

________________________________________________________________________________________________________________________

________________________________________________________________________________________________________________________

________________________________________________________________________________________________________________________

Who is your competition?

Describe the type of board game you are planning on marketing? i.e. strategy, memory, educational,
mystery (no computer games allowed.)

________________________________________________________________________________________________________________________

________________________________________________________________________________________________________________________

________________________________________________________________________________________________________________________

________________________________________________________________________________________________________________________

What current competition exists in the marketplace for this type of game?

_________________________________________________________________________________________________________

________________________________________________________________________________________________________________________

________________________________________________________________________________________________________________________

________________________________________________________________________________________________________________________

________________________________________________________________________________________________________________________

_______________________________________________________________________________________________________________________

What price range will you be proposing to sell your game? Explain.

________________________________________________________________________________________________________________________

________________________________________________________________________________________________________________________

________________________________________________________________________________________________________________________

________________________________________________________________________________________________________________________

Additional information you would like to share.

________________________________________________________________________________________________________________________

________________________________________________________________________________________________________________________

________________________________________________________________________________________________________________________
________________________________________________________________________________________________________________________

________________________________________________________________________________________________________________________

________________________________________________________________________________________________________________________

References

________________________________________________________________________________________________________________________

________________________________________________________________________________________________________________________

________________________________________________________________________________________________________________________

________________________________________________________________________________________________________________________
 C – Marketing Research
i) Determine a research objective

BEFORE conducting your research, you must decide on a research objective(s). All primary and
secondary research should relate to your initial objective. Objectives should be specific and can relate to
your consumer, your competitors or any other area of interest to your game.

ii) Primary Research

You will be required to conduct a survey OR focus group to accumulate primary data to determine the
viability of your proposed game.
 You will require a minimum of 30 surveys or 5 participants in your focus group
 Your survey can be either electronic (surveymonkey.com or google forms) or on paper
 You must include a tabulation of your results as well as a summary in your final marketing plan
 If you chose to do a focus group you must include a picture or proof

iii) Secondary Research

You must also conduct and include secondary research in your final marketing plan. This research should
relate to your marketing research objective. Be sure to include your sources.
 Some useful websites for secondary research could include:
o Toy/Game company websites
o Government websites (such as www.statcan.ca, www.strategis.gc.ca,
http://canada.gc.ca)
o Or try 1-800-O-CANADA
 D – Prototype and Development of Game
You are required to develop a working prototype of your game based on your game proposal and results
of your market research. Your game must include all necessary parts to play the game. (I.e. game board,
game pieces, cards if necessary, dice, etc.). Your game must also include detailed instructions on how to
play the game.

E – Game Brand, Logo and Slogan

You are required to develop a Brand Name, Logo and Slogan/Jingle to be used in the marketing of
your game. Your brand name, logo and slogan or jingle must be original, and consist of original artwork. It
should be consistent with your game’s image and appropriate for the target market.

A distinctive trademark has many benefits for both the consumer and the producer. Consumers
can readily identify the product which will allow for ease of purchase, while companies can easily add
new products or introduce product extensions (new product lines) economically and easily in the
marketplace.
A good brand name is one that is short, easy to read, recognize and remember. It should be distinctive,
suggest a positive image or product benefit.

Slogans are catchy phrases that are sometimes set to music. They help consumers to remember
the product or service that is being advertised. Logos and brand names appeal to a consumer’s visual
memory while a slogan or jingle appeal to the consumer’s auditory memory.

F – Product Packaging Design and Information

The board game you create must fit into an appropriately sized box or container. Your game must include
all necessary parts to play the game. (I.e. game board, game pieces, cards if necessary, dice, etc.)

Your package should resemble an actual game package and be store ready.

Consider including the following:

English and French
Identify the Company (manufacture of the product) including the address
Identify the Product Name, Slogan and logo
List all of the contents
Identify the number of players, Identify the recommended age for play
Graphics
Copyright date
Explanation of the Game
Any additional materials required that are not included in the game
Universal Product Code
 G – The Marketing Plan
At this point, you have already completed much of the work to complete a marketing plan.

Each team is to submit a marketing plan double spaced, no more than 1,500-2,500 words, typed for their
new game that they have completed. The marketing plan should be formatted in report style. The report
MUST be double spaced and include page numbers. Any reference or research material used in your
report must be referenced.

You may wish to include elements of your previous work in the marketing plan. Complete sections of
your previous work should be included in appendices of the plan.

The following sections must be included and addressed in the Marketing Plan:

1) Title Page
a) A well formatted title page. It is the first thing a reader will see and should therefore leave a
positive impression. Ensure that the title page information is clear and visible. It should contain
the following information:
• Product (game) Name
• Company Name
• Persons and positions submitting the plan
• Date of submission
• Course Code
• Teacher’s Name

2) Table of Contents
a) Should list all the main elements of the marketing plan including appendices.

3) Introduction
a) This section should be a paragraph that gives an overview of your product and a brief summary of
your report

4) Company Description
a) Company Name, Brand Name(s), team members and their areas of expertise.
b) Background of your business.
c) A brief description of your product (you will go into more detail in the 4Ps section)

5) Market Overview
a) A description of the current conditions in the marketplace for the product similar to what you are
proposing. (Market potential)
b) A description of companies (competitors) currently in the market; their products; their features, their
strengths and weaknesses. What products are directly and indirectly competing with your company.
How does your product compare to others on the market? In other words what are the opportunities
and threats that exist?

6) Market Analysis
a) Consumer Profile: who is your target market and why was it chosen? Identify the demographic,
psychographic, etc. characteristics of the target market.
7) Market Research
a) State your research objectives
b) Describe the primary research you conducted and a summary of findings
c) Describe the secondary research you conducted and a summary of findings
d) Explain how you used this research to help you design your game and create your report

8) Marketing Strategies and Activities

This is where you will provide all the details of what you are planning to do with your product.
You will need to describe in as much detail as possible your strategies covering the “4 P’s of
Marketing”
What are your strategies for...
a) Pricing – price, strategy chosen and rationale. List some of your variable and fixed costs. What
do you anticipate your break-even point to be? What type of pricing strategy would you
suggest that your distributors/retailers use? What do you anticipate the demand for your
game to be?

b) Place/Distribution – Where will your product be available for sale in the marketplace? What
type of distribution strategy and channel(s) will you employ? What is your rationale for these
strategies?

c) Product – What stages of product development did you go through? Describe the type of game
your team has created including the basic objective and rules of the game. What is the game’s
U.S.P. (Unique Selling Position)? What are its competitive advantages? What product utilities
does it have? Explain the branding and packaging of the game, including a rationale.

d) Promotion/Advertising– Outline your advertising and promotional plans. What media and
techniques will be used? What is the message that you wish to send to your target audience?
When will the advertising and promotional plans run and with what frequency? What do you
anticipate the cost of your advertising and promotional campaign to be? Include both your
print and non-print ads here and explain why you think they will be effective.

8) Other Relevant Information

What risks do you anticipate? What are your contingency plans if any? Include any other information that
you believe is relevant.

9) Appendices.
Include this package of instructions and hand written planning steps in your appendix

10) Reference for any material included.

DUE: Monday
JANUARY 13th
 H – Presentation
You will be required to present a summary of your marketing plan and game design to the class. This
summary should NOT include all the information in your marketing plan, but an overview of what you
think is important. You should describe your game, explain how you came up with the idea and justify
why you think it will be successful. You should also explain your promotional, pricing and distribution
strategies.

Each member of your group must participate in a portion of the presentation and you should include a
visual aid (powerpoint, prezi poster etc).

Your presentation should be approximately 5-10 minutes long. The order will be chosen at random and
ALL groups should be ready to present on WEDNESDAY JANUARY 17th!

WED. JAN. 15th & THURS, JAN. 16th & Fri Jan 17th

I – Evaluation of Game by Peers and Teacher

After the presentations, students will spend a period of class time playing each other’s games and
evaluating them.

WILL TAKE PLACE FRIDAY, JANUARY 17TH