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Designing a Mobile Game As Promotion Media for Sambisari Temple

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Designing a Mobile Game As Promotion Media for Sambisari Temple 6th Bandung Creative Movement International Conference in Creative Industries 2019 (6th BCM 2019) Designing a Mobile Game as Promotion Media for Sambisari Temple Muhammad Fakhri Husaini1, Ananda Risya Triani, M.Ds2, 1 School of Creative Industries, Telkom University, Bandung, Indonesia 2 School of Creative Industries, Telkom University, Bandung, Indonesia [email protected] (Muhammad Fakhri Husaini), [email protected] (Ananda Risya Triani) Abstract. Sambisari temple is one of the historical tourist destinations in Sleman regency with the potential of its at-traction. By looking at the current problems, the Sleman Regency Tourism Office needs an effective media to reach the teenage as a target market. It aims to increase visits as well as supporting media for attractions of tourist attractions given to potential tourists. The design of this mobile game is intended to promote the Sambisari temple attractions in attracting teenager as a target market. This time, media games are very popular with teenagers, especially through mobile platforms that are also widely used by teenagers in seeking information and entertainment in their spare time. By using qualitative data collection meth-ods, namely through observation, literature study, interviews, surveyss and comparison matrix which are then an-alyzed as the basis for designing mobile games that are suitable for the teenager target market. It is hoped that through the design of this mobile game it will be able to provide increased visits and inform the area of Sambisari Temple Tourism for prospective tourists. Keywords: Mobile Game, Promotion Media, Youth, Sambisari Temple. tourism in Sambisari Temple. One of them is in terms of 1. Introduction marketing and promotional activities to introduce the tem- ple to the tourists. Indonesia is one of the countries with its cultural diversi- Related to this research, an interview was conducted with ty. This cultural diversity has become one of the attractions representatives from the Sleman Regency Tourism Office, for domestic and foreign tourists. One of the sectors that by the Head of Tourism Analysis, Documentation and was able to improve the country's economy. In 2018, Indo- Market Analysis Section namely Mr. Kus Endarto, SE, nesia was ranked 9th in the world according to the World M.Ec.Dev. He explained that the promotion of Sambi-sari Travel and Tourism Council (WTTC). Temple had been carried out through several media such as Indonesia, with its cultural diversity, has various types of tourist guide books, brochures, websites and travel guide destination with their respective charms. One of the tourist applications for the adult segment. He further explained that attractions that are visited by many domestic and foreign the media was not yet effective in reaching the youth tourist tourists is a historic site. Among them are the Prambanan segment. and Borobudur Temples where each temple has its own The youth segment is one of the niche markets that the charm. Sleman District Tourism Office wants to achieve. So that The tourist attraction according to —8ndang-Undang Re- requires effective media, such as interactive media that are publik Indonesia number 10 of 2009“, is everything that has able to provide educative information in promoting or at- a unique beauty and value in the form of diversity of natural tracting the tourists to visit these destinations. Because at wealth, culture and man-made products that become the this moment, the destination is still a lack of interest in the tourist destinations. Then it is necessary for the develop- youth segment to visit Sambisari Temple. As the fast de- ment of attractions, one of them is a historic site as a temple velopment in the technological sector that make the younger with the potential of its attraction. generation more interested in playing games on their mobile There is one temple that has an interesting potential to be device than doing outdoor activities. Moreover, Sambisari visited by tourists. It is Sambisari Temple which is located Temple and other temples also need supporting media in in Kalasan District, Sleman Regency. As quoted from Saba- terms of attractions they have. tina 2018, Sambisari Temple has a high potential of attrac- Some of the selected media are social media and mobile tion, such as architecture, history and natural scenery games that are suitable to attract tourists from the youth around it. But there are obstacles in the development of the segment. These two media are chosen by respondents from 6th Bandung Creative Movement International Conference in Creative Industries 2019 (6th BCM 2019) the results of the survey that has been distributed to re- • Viral and able to encourage communication with spondents. others. Mortara (2015) stated that the game media which is de- 2.3. Video Game voted to Serious Games has a high potential to convey in- formation effectively to the players. One of them is in terms A video game has a goal that must be achieved by the of historical reconstruction which aims to describe the pro- players, accompanied by rules that apply in it. Adams (2014) cesses that occurred in the past. (Adams, 2014) Serious argues that games are play activities carried out in the con-text game is one part of the game that aims as a medium of en- of artificial reality. There are two purposes of the game, game tertainment. Specifically, the aim of the serious games is to as an entertainment media and serious games as media that carry out the education, simulations, persuasion and health. aims to solve problems in the real world. The table be-low is an A survey conducted by emarketer.com in 2016 shows explanation of the differences between serious games and that Indonesian gamers were 38% aged between 10-20 entertainment games (Susi, et al, 2007). years. And the results of the statista.com survey in 2018, in Table 1. Serious Games & Entertainment Games Indonesia, most of the gamers are mobile device users, es- pecially on the smartphone. Serious Games Entertainment Games In this paper, the aim is to design interactive media in the Task vs. Rich Problem solving in focus Rich experience prefered form of mobile games to promote Sambisari Temple to the Experience Important element of tourists, especially in the youth segment to be interested in Focus To have fun visiting these destinations. which is also as supporting me- learning Assumptions necessary for Simplified simulation dia of the attractions offered by Sambisari Temple. Simulation workable simulations process Should reflect natural (i.e., Communica- Communication is often non-perfect) communica- tion perfect 2. Literature Review tion 2.1. Promotion There are various genres in a game, it depends on the Kotler & Armstrong (2012) states that promotion is an choice of decisions given to players in accordance with ap- activity to communicate the benefits of a product and con- plicable rules in order to get the desired results. Here are vince consumers to buy the product. Furthermore, some game genres according to Adams (2014): according to Rangkuti (2010) promotions is a sales and • Action and arcade games marketing activity that aims to inform and encourage Action games include physical challenge. They demand for products, services, and ideas from a company often contain simple economic challenges, usually by influencing consumers to buy products or services involving collecting objects. Arcade game are ac- produced by the company. tion games designed around a bussiness model of From the above definition, it can be concluded if promo- earning money trough the player putting coins. tion is an activity to communicate the superiority of the product and that which is owned by the company in order to • Adventure games increase the purchase of products and services from the Adventure game is an interactive story about company. character whom the player controls. In fulfilling the needs of consumers to fit the target market, the marketing process is needed. As revealed by • Construction games Morrisan (2010) The process includes: Offer players the chance to build things, such as • Market Identification cities, while operating within economic constraint. • Determining Market Segment • Choosing a Target Market • Puzzle games • Determining the Product Position Puzzle game usually provide a series of related challenges, variation on a theme. The type of puz- 2.2. Advergame as Promotion Media zles offered include recognizing pattern, making Associated with promotion through game media, logical deduction, or understanding a process. Agustina (2015) provides an opinion if Advergame is said to be an online game that combines marketing messages • Role-Playing games which are interactive games, centered on a brand, product Games that allow players to interact with game or character that associated with the product. The following world in a wider variety of ways than most other are indicators for the most effective advergame: genres do and to play a richer role than many • Easily accessible to everyone games allow. • Entertaining, engaging and holding players' at-ten- tion between 5-30 minutes • Shooter games • Easy to understand The player in this game are taking actions in the • Relevant for related brands or products distance. Using ranged weapon. Where the aiming skill is the key, that player must focus of the target. th th 6 Bandung Creative Movement International Conference in Creative Industries 2019 (6 BCM 2019) • Sport games 3. Methodology Sports games simulate a world the player know a 3.1. Data lot about like in a real-life game that turn into a game world. By the results of observations on Sambisari Temple, there are data covering the architecture of the temple along with • Strategy games other objects in the vicinity. As explained by Suwarno Strategy games include strategic, tactical, and (1981) Sambisari Temple consists of one main temple fac- sometimes logistical challenges. Also offering ing three ancillary temples.
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