Applied Innovation: Enhancing Escape Gaming Experience with Tom and Jerry Maze Theme

Running head: APPLIED INNOVATION
APPLIED INNOVATION
Name of the student
Name of the university
Author note

APPLIED INNOVATION1
Table of Contents
Introduction to Escapade and the issues faced by the venture.........................................................2
Escapade......................................................................................................................................2
Initial issues faced by the organization........................................................................................2
Methodologies employed.................................................................................................................3
The innovation: Tom and Jerry maze theme...........................................................................4
Diagnosis of the problem.................................................................................................................4
Project Scope Statement..................................................................................................................5
Target Definition and Type of Innovation.......................................................................................7
Target for the innovation.............................................................................................................7
Type of the innovation.................................................................................................................7
Prototype..........................................................................................................................................9
Strategic Steps...............................................................................................................................10
SWOT Analysis.............................................................................................................................14
Challenges and Risk Mitigation.....................................................................................................15
Challenges..................................................................................................................................15
Risk mitigation strategies..........................................................................................................17
Conclusion.....................................................................................................................................19
References......................................................................................................................................21

APPLIED INNOVATION2
Introduction to Escapade and the issues faced by the venture
Escapade
The concerned organization, Escapade, was established in January 2015 and the
organization aimed at providing proficient escape gaming experience to the users (Escapade NZ,
2019). The organization is headquartered in Auckland, NZ. The vision of the organization is to
provide the customers and game enthusiast with unique and live escape experiences. The
evolution of the game since its inception enabled the organization in following the experience
based needs and preferences of the visitors. It has been noted that 70,000 people have already
played the kiwi game that is offered by Escapade (Escapade NZ, 2019). The management
structure and the functions are reliant on the effective management of the operations in alignment
with the needs of the customers. The assessment of the needs of the customers and the adherence
to the same enabled the venture in ensuring the sustainable edge.
Initial issues faced by the organization
The organization faced considerable issues that restricted the quality of the experience
that is proposed by the organization. According to a visitor, the game Tom and Jerry Mouse
Maze was simply ‘old school’ and that it was not worth paying that huge sum of money for the
experience (TripAdvisor., 2019). On the other hand, another visitor commented that the puzzles
were flawed and sounds of people from the other rooms were audible which killed the
experience quotient (TripAdvisor., 2019). Therefore, it might be noted that the major issue that
is being faced by the gaming organization is based on the lack of efficient and skilled engineers
for planning the quality of the offerings. The lack of skilled engineers in the organization
minimized the rate of successful projects which again affected the brand image of the venture.
The quality management related issue of the organization is chiefly based on the lack of talented

APPLIED INNOVATION3
engineers. The lack of adequate training to the engineers restricted the organization in enhancing
the quality of the experience. Therefore, the lack of efficient quality management related
operations affected the quality of the experience that is proposed by the venture.
Methodologies employed
The methods that are employed by the organization is grounded on quality management
based efforts. The quality of the engineering operations determined the perfection in the mazes
and the position of the rooms for providing the clients with a unique experience in return of the
money that is being charged. The organization aimed at developing the position of the rooms and
efficient planning on the puzzles to avoid flaws and failures. The improvements in the quality of
the room design and the puzzles through introduction of the Tom and Jerry game maze for
ensuring the rate of satisfaction among the visitors. Mazzei, Flynn and Haynie (2016) opined
that the efficient quality management initiatives of the organization support an organization in
ensuring the loyalty of the customers towards the propositions. In this relation, Escapade, has
taken steps to evaluate the preferences of the consumers while developing the Tom and Jerry
game.
The evaluation of the concerns that are faced by the escape game enthusiasts would
enable the venture in improving the design of the puzzles and remove flaws and loopholes from
the same. Plotnikova, Romero and Martínez-Román (2016) opined that the evaluation of the
needs of the customers would also support the organization in improving the quality of the
experience that is being proposed by the venture. In this relation, the major issue that is being
faced by the organization is due to the lack of proper design of the rooms through which the live
gaming experience would be initiated. Therefore, the organization aimed at involving adequately

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trained engineers with the objective of re-modelling the arena and the rooms for providing better
experience to the game enthusiasts while retaining the loyalty of the same.
The development of the organizational operations while observing the changing
expectations of the customers towards live gaming experience would ensure the proficiency of
the quality management operations of the same while remodeling the propositions of the same.
The organization primarily aimed at removing the glitches from the puzzles. On the other hand,
the higher priced offerings of the organization and the propositions based on ‘Old school’ level
affected the rate of operations of the venture while operating in the different markets. In this
relation, Castaño, Méndez and Galindo (2016) opined that the price of the propositions greatly
influenced the involvement of the customers in the different propositions that are planned by the
organizations. Therefore, the involvement of the engineers in improving the position of the
rooms enabled the organization in ensuring the quality of the experience that is being provided to
the customers as per the propositions.
The innovation: Tom and Jerry maze theme
The Tom and Jerry maze is being developed as an innovation by the organization,
Escapade, with the objective of maximizing the rate of involvement of the visitors. The
organization aimed at developing the experience of the game through the involvement of the
cartoon characters that would encourage the inquisitiveness of the customers. On the other hand,
the different changes in the structure of the game would enable the organization in developing
the interest of the customers while improving the design of the maze.

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Diagnosis of the problem
It is to note that according to the real live entertainment game survey, majority of the
participants (95%) are interested in the game. Among them, 38% are interested in the Tom and
Jerry Mouse Maze game but are not willing to pay more than 30$ for the same. Other 57% are
willing to pay whatever price it takes. Hence, the main limiting factor here is the cost
preferences. The price of the game is high and this is making the customers distracted to the
other affordable games in the market. It has been identified that there are certain issues faced by
company, which could be easily mitigated by the proposed game. Firstly, there is often rise of
conflicts with the customers. With the change and improvements in technology, the expectations
of the customers are also changing towards live gaming experience. This is further creating a
sense of conflicts among the customers and that of the company as it is failing in delivering what
the customers expect from them. Furthermore, the improvements that are planned by the
organization did not work for the same as the organization did not implement sound proof
technologies for obstructing the sounds from the other rooms. On the other hand, the lack of
suspense in the game also affected the quality of the experience that is being proposed by the
organization. The chief modifications are initiated by the organization with the objective of
enhancing the experience of the customers. Apart from this, there is non-compliance with the
health regulations that are imposed by the government. Also, there is shortage of employees
within the organization and this is further limiting down the ability of serving the current
customers of the company and growing the business. Therefore, the lack of proficient skills and
absence of planning restricted the capacity of the organization to develop efficient change
procedures while observing the changing expectations of the customers and visitors for an
extensive experience.