Background

In 2021, RMIT launched its new Bachelor of Business; one course designed to supersede all RMIT’s existing undergraduate business courses. Prior to this, the University’s business courses were quite inflexible and numerous (23 different degrees), so changes were in order to keep pace with what industry requires and the market wants.

Idea

The phrase “choose your own adventure” was used to describe this new learning model, and as a result, I led the creation of an online game to help prospective business students select their majors and minors, and to drive engagement and interest in the new offering.

The game was developed to target high school students and school leavers, for whom gaming and gamification is deeply embedded in their everyday online experience. Users who complete the game are presented back with information about themselves that’s fun and shareable and are ultimately assigned a fictional ‘job of the future’ that relates to our discipline options. It was also a lead-capture device to gather an audience we could pass more information to about the new course offering.

How strongly they agree or disagree with statements like “business is more about money than people”, or “reading financial texts is my idea of fun” informs whether they arrive at “Ones & Zeros: Crypto Accountants” or “STARtups: Space Entrepreneurs”.

Idea

In the first month of going live, the game drew over 15,000 unique visitors and generated 675 new engaged leads . The game was translated into Chinese characters to make it accessible for an international audience for whom gamification and shareabiliy is a big drawcard. The campaign was selected as a finalist in the Universities Australia Marketing Awards 2021.