Game Design - MG Motor

MG Motor had entered the Indian market in Q2 of 2019 and in 2020 they were set to announce the MG ZS EV an electric vehicle.

Before the launch CarWale needed to create a buzz for MG's new launch announcement and what better than experiencing the car in

Auto Expo 2020 itself.

The Auto Expo is a biennial automotive show held in India. It is Asia's largest and the world's second-largest motor show.

Year : 2019 Brand : MG Specifics : Game design, UI/UX, ios/Android

Overview

Why the game

MG Motor India was participating in Auto Expo 2020 but they did not have a car launch but just an announcement of the new launch at the event.

When a person enters the Auto Expo venue, he/she needs to look forward to attending the MG stall. For that to happen, the noise around MG's participation in the Auto Expo had to be created in a unique way.

Crowd at Auto Expo 2018

There are around 60+ new launches and unveils in Auto Expo, most of them have the cars and features displayed.

It would have been dry to just showcase the car through a video, hence we planned to make it interactive and informative in a form of game for

pre Auto Expo hype

Getting maximum reach

The purpose of this game was to promote the car and educate the user which will in-turn attract people to MG stall during their Auto Expo appearance, by providing free passes to top scorer of the game.

A game generally designed as an App needs thorough promotion to get enough traffic which was an issue as we didn't have that kind of time in hand.

Challenges

So in order to get the desired results there were a few things that I needed to keep in mind while designing the game.

● Design a game for a wider audience.

● A game that is easy to promote.

● Game that generates leads.

Insights

Target audience

The straight forward answer of who I am designing the game for? is, people who want to buy car. But it gets interesting when you study the buyers, as the buyers differs from 18yrs to 55+yrs old. It is a wide range with how familiar a different age group is with playing games

To my surprise people above age of 40 were widely familiar with mobile gaming.

and only 8% of mobile gamers are teenagers as most teenagers preferred console or computer games.

(Source: Technology and Adolescent Mental Health)

I decided to make it an online game where user doesn't have to go through downloading any single file to play the game and we could redirect our website (carwale.com) traffic to the game in just 2 clicks.

Redirecting users to the game

The website CarWale is platform where car buyers and owners can research, sell and discuss about automobiles with the highest traffic than any India's auto media vehicle platform.

Design

Inspiration

When I started looking for car games available online I found out that almost all of the popular car games these days were high graphic and had multiple aspects apart from just car racing.

I wasn't competing with these games so I took a few interviews with the age group I was making the game for.

A thing common in most of the people was that they knew or played the classic game Road Fighter

Road fighter (NES game)

Hence one of the primary inspiration for the game design was road fighter.

Design

Gameplay

Just like an App or a feature a game is also a journey, which starts and ends.

By the end of this journey specifically the user should be educated about the car and given an outlet if he/she is interested which generates leads.

Designing a game is more fun and challenging, design in general needs two aspects to be taken care of i.e aesthetics and usability. But in game designing there is another aspects which plays an important role which is the logics of the game.

Tutorial : User will see the tutorial first 3 times he plays the game

Sound plays a vital role in a game, different sounds and music can change the whole premise of the game. Selecting between different music and sounds was one of the toughest tasks in the project.

I have also attached some sounds with respective actions.

Player gets points by surviving and collecting the coins add further points

Points

I defined speed by how many times the background rotates in the set time, after 30 secs of playing the rotation is increased in the set time

Speed

Each bar of battery is consumed after 2 secs in game, player will see 2 charging powers one after half of the battery is lost and one after 3/4 of the battery is lost.

Battery

After the game is over the high-score is not automatically updated, but it needs users initiation i.e after the user provides his/her

e-mail.

Later the people who had high-scores will be given free passes for Auto-Expo Event.

Leads

Use case scenarios

Desktop version

Usability Testing

Testing and Feedbacks

Before the launch, we tested the game on different personas and got some critical feedback. Some of the most common feedbacks were :

1. Users found it hard to identify where to tap, for which we increased the size and opacity of the arrows which are already incorporated in the screens above.
2. Some users found the game very fast.
3. Clients were interested in more features to be incorporated.
4. Users wanted more control for eg, pause button, options for terrain.

Primary game was designed for Electric vehicles, with its success I also got a chance to repackage the same game for fuel vehicles. Also added few features in sync with the bike

The gameplay was the same, just the theme was changed to be more distinguished from the electric vehicle and charging point was fuel based.

Game Design - MG Motor

MG Motor had entered the Indian market in Q2 of 2019 and in 2020 they were set to announce the MG ZS EV an electric vehicle.

Before the launch CarWale needed to create a buzz for MG's new launch announcement and what better than experiencing the car in

Auto Expo 2020 itself.

​

The Auto Expo is a biennial automotive show held in India. It is Asia's largest and the world's second-largest motor show.

Year : 2019 Brand : MG Specifics : Game design, UI/UX, ios/Android

Overview

Why the game

MG Motor India was participating in Auto Expo 2020 but they did not have a car launch but just an announcement of the new launch at the event.

When a person enters the Auto Expo venue, he/she needs to look forward to attending the MG stall. For that to happen, the noise around MG's participation in the Auto Expo had to be created in a unique way.

Crowd at Auto Expo 2018

There are around 60+ new launches and unveils in Auto Expo, most of them have the cars and features displayed.

It would have been dry to just showcase the car through a video, hence we planned to make it interactive and informative in a form of game for

pre Auto Expo hype

Getting maximum reach

The purpose of this game was to promote the car and educate the user which will in-turn attract people to MG stall during their Auto Expo appearance, by providing free passes to top scorer of the game.

A game generally designed as an App needs thorough promotion to get enough traffic which was an issue as we didn't have that kind of time in hand.

Challenges

So in order to get the desired results there were a few things that I needed to keep in mind while designing the game.

​

● Design a game for a wider audience.

● A game that is easy to promote.

● Game that generates leads.

​

Insights

Target audience

The straight forward answer of who I am designing the game for? is, people who want to buy car. But it gets interesting when you study the buyers, as the buyers differs from 18yrs to 55+yrs old. It is a wide range with how familiar a different age group is with playing games

To my surprise people above age of 40 were widely familiar with mobile gaming.

and only 8% of mobile gamers are teenagers as most teenagers preferred console or computer games.

(Source: Technology and Adolescent Mental Health)

I decided to make it an online game where user doesn't have to go through downloading any single file to play the game and we could redirect our website (carwale.com) traffic to the game in just 2 clicks.

Redirecting users to the game

The website CarWale is platform where car buyers and owners can research, sell and discuss about automobiles with the highest traffic than any India's auto media vehicle platform.

Design

Inspiration

When I started looking for car games available online I found out that almost all of the popular car games these days were high graphic and had multiple aspects apart from just car racing.

I wasn't competing with these games so I took a few interviews with the age group I was making the game for.

A thing common in most of the people was that they knew or played the classic game Road Fighter

Hence one of the primary inspiration for the game design was road fighter.

Design

Gameplay

Just like an App or a feature a game is also a journey, which starts and ends.

By the end of this journey specifically the user should be educated about the car and given an outlet if he/she is interested which generates leads.

​

Designing a game is more fun and challenging, design in general needs two aspects to be taken care of i.e aesthetics and usability. But in game designing there is another aspects which plays an important role which is the logics of the game.

Sound plays a vital role in a game, different sounds and music can change the whole premise of the game. Selecting between different music and sounds was one of the toughest tasks in the project.

I have also attached some sounds with respective actions.

Player gets points by surviving and collecting the coins add further points

Points​

I defined speed by how many times the background rotates in the set time, after 30 secs of playing the rotation is increased in the set time

Speed

Each bar of battery is consumed after 2 secs in game, player will see 2 charging powers one after half of the battery is lost and one after 3/4 of the battery is lost.

Battery

After the game is over the high-score is not automatically updated, but it needs users initiation i.e after the user provides his/her

e-mail.

Later the people who had high-scores will be given free passes for Auto-Expo Event.

Leads

Usability Testing

Testing and Feedbacks

Primary game was designed for Electric vehicles, with its success I also got a chance to repackage the same game for fuel vehicles. Also added few features in sync with the bike

The gameplay was the same, just the theme was changed to be more distinguished from the electric vehicle and charging point was fuel based.

Points