Red Cap Must Cry

This game softly immerses users in the story of a teenage girl Malvina. She goes to school, argues with her dad, hates her older sister, plays music, fights with boys, and loves to chat with her friend Lizzy. But… At the same time, Malvina is the victim of domestic sexualized violence.
The game trains users to recognise inappropriate behaviour and report it while encouraging them to consider the problem and its real dimension, and the measures that could be taken to prevent and reduce the violence.

At the moment, we have completed the development and published a demo version (2 chapters out of 14, v.1.4.1, release 05/30/2024)

Key metrics at the moment:
- 4,101 users installed the game on their devices.
- 0.108 EUR cost per 1 click (233.04 EUR for 2,149 clicks, 50% organic)
- 1,747 unique visitors (2,000 visits) to the support site https://redcapmustcry.com/
- The PR campaign reached at least 305,129 people.

Key achievements and results:
The successful advertising campaign had a high level of engagement and created a community of subscribers from all language groups who actively shared their opinions and are waiting for the full version of the game to be released.

The team managed to attract two young but already well-known actresses in their language space, Derya Akyol (for the German version) and Eve von Elgg (English version), who kindly agreed to become ambassadors of the project in the German and English-speaking world.

Ongoing stage - developing the full-scale version (production release), test, and launch (public release) of all the chapters of the game. The plans for the creation of the full version include entering new markets, more precise localization, scaling up marketing channels (in particular, attracting famous artists and world-class creative figures, bloggers, influencers, ambassadors to promote the product).

Age: 12-16 years old (teenagers)
Gender: any
Geographics: limited only to game languages (Belarusian, German, English, Russian)
Occupation: school students
Family status: majority from “happy” families, acc. to research
Social media usage (preferred channels): Instagram, TikTok, Twitch.
Game preferences: puzzles, logic, arcade, cute graphic is important, attention to user-friendly design, minimum ads, adaptation to the native language
Hobbies: acting, blogging, self-esteem development
Lifestyle: One of the important characteristics of these kids is their attention to self-development, activism, and awareness increasing. They participate in green initiatives, support brands that align with their values, and act according to them.

Problem: sexualized domestic violence against children. Globally up to 1 000 000 000 children aged 2-17, acc. to WHO. (by 2021).
International organizations estimate that, on average, around one of four girls and one of six boys worldwide experience some form of sexualized violence before they reach the age of 18.

A mobile gaming application that would give the clues how to recognize inappropriate behaviour, how to tell about the issue and how to defend personal boundaries.
Solution & USP:
• We speak teens’ language and give them interactive techniques, including AR, to gently immerse in the important topic.
• With the help of our psychologists, in addition to the game itself, we provide our teenagers (as well as adults) with the library of important advices.
• Innovative way to prevent child sexual abuse.

The nearest reference to our idea is the following game Florence: https://en.wikipedia.org/wiki/Florence_(video_game)

Often there are gaps in communication between an adult and a child, gaps that can become a tragedy in the future. The uniqueness of the application lies in the fact that it is an innovative way to prevent child sexualised abuse.

We have considered certain monetization opportunities, which we are already working on:
- Unlockable items and consumable resources (implementation of paid equipment or paid attempts to continue the game from the moment of loss);
- Loot Boxes (items, upon opening which the player receives a random item, which can be either not particularly valuable or very rare);
- sponsored games and CPI (notifying users about similar games).
- product placement and branding (sponsored items or characters, demonstration of the product in the game and at special events, placement / integration of the logo / product / brand in the application, on the website, product placement in the description of pitches (hackathons, conferences, festivals, etc.));
- subscription;
- related digital products (diary-tracker), etc.

Creating 12 chapters (full version), tests, localization, promotion.

2023 EU-EaP Civic Tech Acceleration Hackathon

The winner of the 2023 EU-EaP Civic Tech Acceleration Hackathon