A game-based learning approach to road safety: the code of everand

Game and gamification elements are increasingly seeing use as part of interface designs for applications seeking to engage and retain users whilst transferring information. This paper presents an evaluation of a game-based approach seeking to improve the road safety behaviour amongst children aged 9-15 within the UK, made available outside of a classroom context as an online, browser-based, free-to-play game. The paper reports on data for 99,683 players over 315,882 discrete logins, supplemented by results from a nationally-representative survey of children at UK schools (n=1,108), an incentivized survey of the player-base (n=1,028), and qualitative data obtained through a series of one-to-one interviews aged 9-14 (n=28). Analysis demonstrates the reach of the game to its target demographic, with 88.13% of players within the UK. A 3.94 male/female ratio was observed amongst players surveyed, with an age distribution across the target range of 9-15. Noting mean and median playtimes of 93 and 31 minutes (n=99,683), it is suggested such an approach to user engagement and retention can surpass typical contact times obtained through other forms of web-based content. The size of the player-base attracted to the game and players' qualitative feedback demonstrates the potential for serious games deployed on a national scale.