Digital Adventures

New game for Kew by wshearer
January 26, 2011, 8:04 pm
Filed under: Engaging audiences, Kew website, Social Media | Tags: , , ,

We’re extremely excited over at Kew’s Digital Towers.  In addition to our usual day job of maintaining the website, developing new features and chit-chatting with followers and fans about Kew’s work on its social media channels… we’ve commissioned Pancentric Digital to develop a new game.  Aimed at audiences aged 25-44 , this will be a new gaming experience for iPhone and Android users that will be equally playable online.

So why do it?

The reason is simple.  We want to create a compelling experience which introduces players to some of the habitats and plants found at Kew including how Kew’s work is associated with them, whilst enabling players to actively participate in their survival.  In addition to this we do have a few objectives in the guise of promoting Kew’s amazing activities this summer, encouraging people to visit Kew Gardens, expand the membership of our social media channels (Facebook & Twitter) and increase the number of people who visit Kew’s website.

What is it?

Those challenges seemed like quite a tall order initially, but during today’s creative meeting with Pancentric we walked through the user flow and fine tuned the concept.  We think that the game will be easy to learn but difficult to master… it will engage players by allowing them to nurture and grow Kew plants whilst receiving rewards for their activity with new levels and real prizes.  The growth and vibrancy of each player’s plant will be influenced by social ‘tweeting’ via twitter. Players’ friends and followers will also be able to contribute to the care and nurture of each other’s plants and collectively to their habitat through tweeting.

How accessible?

The beauty of the game (apart from the amazing visuals and animations) will be our use of technology and the fact that this will be accessible to many people – you will be able to get involved even if you don’t own a Twitter account or a smartphone.  Game play will be limited if you don’t sign up but audiences won’t be completely alienated.  In addition to this we’ll be enticing people to play through our social media channels by revealing tips on how to grow your plant and where to find hidden codes which will help you.

The idea is very much in its infancy but we’re aiming to launch around the end of March 2011 ahead of the start of Kew’s summer festival.  We’ll keep you posted on developments.

– Wendy Shearer –


2 Comments so far
Leave a comment

This sounds v interesting. Particularly interested that you mentioned accessibility. Will you be looking at how the game might enable access e.g. from those with communications or physical disabilites? Sounds like a good opportunity to get people involved, but some can be cut off by difficulty of using smaller smartphone type equipment.
Hope it all goes well.

Comment by Annette Haworth

Hi Annette, thanks for your comment. Accessibility is definitely one of our major considerations. This game will be built in flash version 10 so that we can use it on several platforms and Adobe has extensive accessibility features built in to their software.

With this in mind, we intend to refer to Adobe’s accessibility guidelines whilst we’re developing it.


Comment by Wendy

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