Expedition Africa was the overall winner in the MiTX games category for 2009. For this comprehensive campaign we employed the skills of top game designers, graphic designers, animators, video producers and flash coders to create an exciting, dynamic and addicting media-rich experience for the History Channel's debut television show. To reach the widest audience, three versions of Expedition Africa we created, a flash version for use on the show's micro-site, a version playable in Facebook where players challenge their friends and post high scores on their profile page, and a mobile version. The end goal was to create a game that would be addicting and popular, challenging enough to warrant extended game-play and include a viral component through pass-along and social bookmarking.
Expedition Africa was built so that no two games played alike, with each game taking the player through new experiences through the jungle. Each decision a player makes affects the narrative of their journey which then changes the story that is displayed in their journal and the media clips that display along with it. Players are compelled to play the game over and over again improving their strategies and their scores with each play.
The feature rich game contains components like 3D rolling dice, a photo album, map of the players expedition, background sounds of the jungle and journal entries that tell the story of the players game.
Expedition Africa became the most popular page on History.com, and one of the top-twenty five most downloaded apps on iTunes through the buzz generated by the word-of-mouth feedback that the game received on social bookmarking sites. It generated significant interest of the show on a relatively modest budget and achieved breakthrough success on extremely competitive environments. The success of the promotional game was created mainly through word-of-mouth and viral spread, no money was spent on media to create awareness of the game.