An interactive narrative-led game

To explore the real-world consequences of GDPR negligence

The brief

Associated British Ports (ABP) are a huge network that run major ports and warehouses around Britain. They required an innovative training solution to raise the awareness of GDPR, particularly targeting management and those who deal with data on a regular basis.


It's turning into a great Monday. Not 1, or 2, but 3 nominations for the @LTAwards, shortlisted in 3 categories: best #learning #design; best #simulation; best #game

Our solution

Our audience included approximately 2,500 employees across 22 ABP ports. We were conscious that the individual learner didn’t need to know everything about data protection, but did need to be aware of data protection issues that touched their day-to-day activities.

Inspired by the successful mechanics of commercial games, we created a simulated interface with interactions that mimic the daily actions of learners and test the learner’s comprehension of GDPR principles. The interactivity that a game provides, along with the opportunity to weave a memorable narrative into the experience, made it a logical choice. The game interface also allows us to distract the user from the fact that they are essentially performing the same action again and again, by framing these actions in different contexts, reinforcing KLPs.

Our game puts players in the shoes of a fictional port manager, engaging with characters via email and making decisions that have realistic consequences. Visually, we were inspired by games such as ‘Another Lost Phone’ and ‘Orwell’; effective narrative game experiences built around replica interfaces and data analysis. We simulated the Messenger interface which
immerses learners as if they are talking to real characters. This, in turn, greatly contributes to a sense of personal investment and overall effective learning and retention.

The result

An effective learning game that outperformed its reach goal by 25% in just one month of deployment and documented a high percentage of post-training test scores over 89%.