[Verso #40] Il Gioco delle Api Case Study

Article?#40

"Il Gioco delle Api "?by? Barilla Group & Gamindo

• Industry: Food
• Web3 Enabler: Gamification
• Strategic Goals: #Sustainability #Awareness #BrandEngagement
• Similar Project: Balenciaga Regenerative Agriculture ( BALENCIAGA )

3??POINTS TO REMEMBER

1. ADVERGAME: The concept of advertisement is revolutionized with the advergame, where the game is used as a marketing platform to convey different messages ?? In this case Barilla promotes not only the Mulino Bianco's edutainment campaign but also they rise awareness on bees' life
2. WEB-BASED GAME: Because the advergame is web-based, so it works on any device (smartphone, tablet, computer), it is easier to reach a broader pool of users, of different ages, than development on gaming platforms such as Roblox or Fortnite, which are used mostly by younger generations
3. EASE OF PLAY: Developing a game that is easy to interact with and intuitive makes the reachable user base greater, because the game's difficulty level is so low that it can engage all ages, from young to adult

???WANT TO KNOW MORE????Read on

??THE COMPANIES

Barilla Group is an Italian multinational food company, operating in the market for dry pasta, ready-made sauces, bakery products, flour and bread.

Gamindo is an Italian start-up founded by Nicolò Santin & Matteo Albrizio , that develops branded video games.

??THE PROJECT*

Il Gioco delle Api was launched in August 2021.

The game is developed along 50 levels, in which the player has the opportunity to learn - through alternating game moments, quizzes and educational parts - different notions about the world of bees and the role they play within the ecosystem.

Moreover, when the player finishes the 50th and final level, it will receive a "yummy" surprise!

The advergame is web-based, so it works on any device (smartphone, tablet, computer).

The games mechanics is "Toon Blast" that is of instead of asking players to swap, players simply had to tap individual groups of gems. Any group of 2 or more pieces could be removed instantly, but each costs a move.

???EXECUTIONAL ANALYSIS

The project foresees the following key statistics*:

• 5,000,000 games played
• 550,000 players
• 140,000 hours of brand exposure

In particular the ultimate goal of brand was not only to engage the Barilla community by educating people about the importance of bees to the balance of the environment, but it was part of Mulino Bianco's edutainment campaign that tells about the Mill Charter, a specification that promotes the sustainable cultivation of soft wheat, the work of the farming community and the protection of biodiversity, including through the preservation of pollinating insects.

*Info taken from Gamindo website

??FOOD FOR THOUGHT

So gaming and gamification can be used for different purposes, not only pure brand marketing or selling of digital products but also raising awareness of important issues to be able to reach the population in a more engaging way. What do you think?

Let us know in the comments!??

??ARE YOU INTERESTED IN A SPECIFIC TOPIC OR PROJECT TO ADDRESS??Let us know in the comments or send us an?email ????

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