The Game of Life

Problem: People in their 20s are choosing virtual entertainment more frequently, ultimately threatening the future of the board game industry. We need a new way to position the Game of Life to make it appealing to people in this younger generation.

Research Conducted: I designed a short survey to send out to people in their 20s through social media. I asked how they feel after a long day when they are looking for entertainment. I found that the consensus was “overwhelmed.” After conducting a few in-depth interviews, I came to the following insight.

Insight: Being in your 20s means experiencing a lot of life’s hardships for the first time. When someone is in a hectic period of life and experiencing a lot of change, they can feel like they aren’t in control of what is happening around them. The Game of Life lets you regain that control, even if just for a short time.

Strategy: Create a short-form video that juxtaposes all of the stressful things that happen in day-to-day life as a young adult with all of the decisions you get to make during the Game of Life.