Going Deep in the Jungle

Kids are increasingly evolving beyond a shared PC and onto more personal and portable mobile and tablet devices. Our original brief was to evolve a Pac Man styled Flash game about Bower Birds into an iPad game fun for kids to be inspired to engage with nature. NPWS were seeking a minimum of 5,000 downloads in the first month of the campaign with any media attention for the app also driving users to the web version.

50% of children between 5 and 8 in NSW have limited access to natural spaces while it’s estimated that more than 60% of children have regular access to a smartphone or tablet. When engaging with nature, children love the game of discovery and challenge. We re-imagined the brief to best suit the audience and tablet channel while harnessing challenge and discover elements. We replicated a children’s real world interaction via an immersive 360 degree virtual 3D rainforest that motivates them to continue the journey into the real world by presenting local animal locations and National Parks around the user.

Over 11,000 downloads in the first month since launch. Key to this success was our successful partnering with the Apple editorial team, ensuring optimal exposure for the app. Reviews from users are very encouraging with a 4 ½ out of 5 star rating as well as feedback that shows parents and children are enjoying the app for its gaming and educational value.

Analytics show that the average user has returned to the app 4 times within the first month, with an average 18 minutes per session equating to over an hour of interaction time per user.