Why the Royal Australian Mint is partnering with a startup app

Organisation partners on homegrown mobile games technology

Can one of the world’s newest technologies successfully drive engagement around one of its oldest?

The Royal Australian Mint is hoping that an investment in mobile games technology will be able to boost interest and engagement in a product with a history that stretches back more than 2500 years.

Working with Canberra-based startup, Quizling, the Mint is developing a series of games that will serve to both educate players regarding Australia’s coins and their history, while hopefully building better engagement and driving more visitors to its Canberra facility.

According to the Mint’s general manager of sales, marketing and distribution, Mark Cartwright, the Mint engages with a wide variety of audiences, ranging from foreign governments and central banks (for whom it produces currency), to numismatists (coin collectors) and the many thousands of people that visit its site in Canberra, including 70,000 school children.

“Typically, those people have less than an hour here onsite to take in all that we have to communicate to them,” Cartwright says. “Coinage has been around for tens of thousands of years, and we have the opportunity here to be able to both preserve and create Australian history on coins.

“As a convenient and contemporary way of adding value to that tourism product, the Quizling app enables us to put coins and coin-related knowledge on to people’s phones for them to take away, and hopefully create that enduring relationship and advocate to come and visit the Mint to people back in their own community.”

The Mint began working with Quizling in November of last year, having been originally introduced at a Canberra innovation hub earlier in 2015. The first fruits of that partnership are due to be released imminently, initially targeting school children that have visited the Mint.

“What we would like to see is for teachers to use this as a vehicle to solidify some of the learning and content that has been consumed while at the Mint,” Cartwright says. “We would envisage that the teacher can debrief the visit by encouraging students to jump on their device, and go through these fun quizzes as a learning opportunity.”

In addition to the Mint creating quizzes, Cartwright says the Quizling app also enables users to create and share their own quizzes, with results tallied and compared in a leader board.

The Mint is not the only cultural institution that sees the value of games as a means of building engagement. Other Quizling clients include the National Gallery of Australia, the National Library of Australia, and the National Sports Museum.

“As Quizling continues to get support across other businesses and organisations, I can see a burgeoning community evolving where you can jump on and start to learn about a whole range of different subject matter,” Cartwright says.

Future plans include using Quizling to push content out to users to raise awareness of events of exhibitions.

“It provides a great conduit between us and people who have come to visit the Mint, and hopefully results in some ongoing conversations where we can learn a little more about those visitors, what they liked, and what they didn’t like,” Cartwright says.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Anyone can become a victim of the sophisticated schemes set up by these scam websites. It's not about being smart; I don't consider mysel...

Mathieu Lecompte

ACCC takes Meta to court over scam cryptocurrency advertising

Read more

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

Blog Posts

​Why we need to look at the whole brand puzzle, not just play with the pieces

Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Sign in