The Photo Play System 2008 aims at broadening the target group of Photo Play. By developing and introducing new game genres – fast party games for fun in between – new gamers shall be attracted, and, moreover, an expansion of the entertainment and games range shall be offered to existing Photo Play fans. “The party or fun games “Kick the Fish” and “Bavarian Quarters” turned out to be especially successful – even before their official launch,” said Josef Öhlinger, CEO of Funworld. Apart from some basic technical enhancements and developments, System 2008 also addresses psychological factors: “Attractive, entertaining, exciting and even glamorous aspects shall provide a perfectly balanced entertainment,” added Langer. The updated graphics of the Photo Play menu as well as the demo-mode are further highlights of the new system. The user interface of System 2008 features a new and clear colour scheme. Presenting the substantial information clearly is the main focus of the System 2008. A simple and direct navigation as well as a high-contrast and more user-friendly menu display provide exceptional operating comfort to the gamers. System 2008 uses so-called lifestyle avatars in its menu, which aim to convey the feelings of both a positive attitude to life and a glamorous lifestyle, thus increasing the user’s motivation. “Thereby, the user is emotionally attached to the terminal, which should improve the sympathy and closeness towards the system. The flow of information is improved by expressing it via emotions. As a result, information is no longer dry but seems alive and, thus, enables a simple and coherent operation and navigation through the system”, said Öhlinger.

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