Messaging Brief

[PDF version of the assignment description here. Download PDF version of the assignment description here.

Write a game messaging brief – including target audience, positioning, top distinguishing characteristics of game, elevator pitch, tagline.

Highlighted text (_/_) in this document shows areas prior classes have missed / been graded down for. This isn't to say that these sections of the assignment are more important than others.

This could be for your own game concept, or based on an existing released game (if it's someone else's game, don’t use their marketing copy/positioning).  

Recommend doing this for your own/UC Santa Cruz Capstone project when possible.

Possible resources for games to write about: Sales charts at Steam, App Stores, Amazon, PlayStation, Xbox, Switch.

Treat as a real-world brief in business environment – not conversational style (not “I’m thinking it might be ____”).

Use labeled sections (this shouldn't be a continuous prose essay).

Assignment weighting: 10% of class grade

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Scores of 14.4 or higher = A

Scores of 12.8 to 14.3 = B

Scores of 11.2 to 12.7 = C

Scores of 9.6 to 11.1 = D

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Rubric.pdf Download Rubric.pdf

How to Submit

Due Oct 15, 2018 by midnight

Submit as a PDF on Canvas. 

Reduction by 1/2 grade point for each day late.

Try to submit before that day's lecture so that if you have issues, we can troubleshoot in-person. 

Format

Upper left corner: your name, email address, department and year

Double spaced

Approximately three to five pages

Use section headers

Please make sure your paper includes:

Elevator Pitch

Concise description of game which can be delivered “within the time of a typical elevator ride”

Positioning Statement

Positioning the game relative to other games in the target market; addresses how the game might compare or differ from other games

Tagline

Snappy one-liner

Unique Selling Proposition

What makes this game special 

Top Distinguishing Characteristics

Bullet points describing top features (around five)

Style of Game

Type of gameplay, genre

Target Audience

Who do you expect will be the primary audience for this game – audience description, demographics (age range, gender skew (if any), other descriptive characteristics – as specific as possible) – not “it’s for everyone!”  (Highlighted in a separate color because this is the most commonly missed point!)

Price

Estimated price for game, pending finalization or possible adjustment before launch 

Place

Planned distribution channels – e.g. mobile app stores, Steam, digital console channels

Planned Platforms

Specific desktop, mobile, console platforms planned – initial and possibly post release platforms 

Planned Release Timing

Current planned release date for the game