Developing the software is just the first aspect of any game or software development project. For a product to be successful it must be transformed into a comprehensive product and/or project. This includes being packaged in some form, development of a distribution scheme, and in the case of many game projects used for education or training purposes, a training strategy developed in conjunction with any marketing strategy.

It was decided early in the development of Virtual U that it would be a product sold to targeted end-users. The goal was to create an initial investment by the user that would encourage them to use the product once they acquired it. Two products were created -- a low-cost game version and a higher-cost administrator version that sold for $130 - and pricing was determined by examining the common cost of graduate and doctoral textbooks. To ensure wider use and impact, a free playable demo version was available online.

For the packaged versions, two sets of manuals totaling nearly 200 pages of documentation were developed. Documentation was an important aspect of the product given its depth and breadth. A multimedia tutorial was also created to help users visually run through the game.

Distribution was via mail order and through the Internet. Users can visit the Virtual U website and find ordering information or the available demo for download. Anker Publishing, a book publisher targeting the higher-education professional market, was brought on as a co-marketer and fulfillment partner. Anker proved more useful than other potential partners because they were willing to be quite flexible in promoting and marketing a product of such a unique nature. The best methods to reach the widest audience may not be apparent right away, so it's important to have partners that can be flexible and quick to move to make adjustments to the marketing mix and distribution for such a unique product.

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