NCUK Success Game

NCUK is an organisation founded by a consortium of 11 UK Universities and provides pathway programmes for overseas students wishing to study for an  undergraduate or postgraduate degree in the UK.

Marking their achievements over the last quarter century NCUK have launched a global campaign called ’25 years of Success’. To support the campaign we’ve developed a game to engage potential students in three of their key market areas, China, Nigeria and South Korea. The game, which is available in Chinese, Korean and English, has been deployed to Facebook in Nigeria and South Korea and Seina Weibo in China. The Chinese version also allows sharing with WeChat, the popular messaging app.

’Success’ is a retro-styled match-3 game where players must match three icons to clear a pathway through a grid. Once the path has been cleared players progress to the next level. Themed around the path that international students take to study at a UK university - from first becoming interested in study abroad to graduating and starting work - each level provides information on how NCUK can help them. Scores can be shared via the player’s social network and entered on a global leaderboard.

The game has been developed using HTML5 and JavaScript to ensure that it can be played across all major smartphones and modern browsers without the need to download. We have taken a mobile-first approach as our research established that the majority of the target market use mobiles to access the internet. This is particularly true in China where more than 80% of internet access is via a mobile device. 

One of the biggest challenges we faced in delivering the game was working with Seina Weibo and WeChat as the development kits are in Chinese. However with the help of a native-language specialist we were able to navigate our way through the complex delivery and approval processes. 

Read what NCUK had to say about the experience of working with us

You can play ‘Success’ on NCUK’s website.

Main menu

Main menu

Game complete

Game complete

Gameplay match

Gameplay match

Game UI

Game UI

Gameplay level 1

Gameplay level 1