Road Games for the iPhone

DISCOVERY

In 2009, we decided it was time to build an original iPhone game that was rooted in the real world existence of the player. We knew that more people were traveling by auto since 2001, and our own observations of our kids in the backseat made it clear they love a contest during a road trip. We combined these insights into a game concept called Road Plates, a state license plate spotting game for the iPhone the whole family can play.

DESIGN

Once the overall concept of the game had been achieved, we created several user scenarios which would inform the story-boarding which would in turn dictate the design and development of the game. We asked target groups (mostly kids) what kind of look and feel they would want for the game. Based on their responses, our designers set out to create a visual personality that was memorable and fun. With a brand identity and game screen illustrations intact, we set to develop the game in Objective C. We added features like GPS-powered points systems, multiple player modes, original music soundtracks, and 'chance' cards to add surprises.

DELIVERY

When the game was debuted in ITunes App Store in September 2010, it was downloaded over 600 times in the first day and it received an average rating review of 3.5 stars out of 5 by its first 50 reviewers around the country. In the 10 months since, Road Games was upgraded to version 2.0 and many new features were introduced, including additional side games that make the process of looking for plates even more fun for kids. Since launch of 2.0, average weekly downloads have increased 800%, with total downloads worldwide to date now surpassing 11,000!