The answer came from the simple question of what would happen if monkeys actually took over the world? Enter MonkeyTown. MonkeyTown is a city gone bananas. To convey the humour and playful nature of the game, the site uses an interactive tourist’s map to help visitors explore our fictitious town. Our main goal was to encourage gamers to contribute their own content to the site so they would have a vested interest in the experience. To do this, we had several sections where users could create their own monkey-themed content and post them to galleries and send to friends.