companion gaming sxsw 2011

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Companion Gaming Single Brand Engagement Across Multiple Platforms Chris Early [email protected] March 13, 2011 My background:

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Overview of Companion Games examples and best practices as presented at SXSW 2011 by Chris Early.

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Page 1: Companion Gaming SXSW 2011

Companion Gaming

Single Brand Engagement Across Multiple Platforms

Chris Early – [email protected]

March 13, 2011

My background:

Page 2: Companion Gaming SXSW 2011

Brand Engagement

Why is it important?

Page 3: Companion Gaming SXSW 2011

Brand Engagement = Loyalty

More frequently …

… for longer periods of time …

… results in more loyalty

Page 4: Companion Gaming SXSW 2011

Recommendation & Revenues

Revenues Recommendation

Page 5: Companion Gaming SXSW 2011

Why is this important for games?

Players: Ongoing pleasure and comfort

Creative: We can tell our story

Business: Long term viability

Page 6: Companion Gaming SXSW 2011

In the past…

So how have we build brand

engagement in games?

Page 7: Companion Gaming SXSW 2011

Traditionally…

Expansion Packs

&

Sequels

Page 8: Companion Gaming SXSW 2011

Not Ideal

No concurrent reinforcement of engagement

Long time between engagements

Breaks in engagement results in breaks of loyalty

Concurrent and continual engagement needed

Page 9: Companion Gaming SXSW 2011

Baseball Example

Concurrent and Continual = Loyal Baseball Fan

Page 10: Companion Gaming SXSW 2011

How do we…

So how do we

build this kind of

brand engagement

in games?

Page 11: Companion Gaming SXSW 2011

Companion Games to build

Brand Engagement

Companion Games

to build

Brand Engagement

Concurrent and Continual Engagement

Page 12: Companion Gaming SXSW 2011

Companion Game Examples

Companion Game Examples

Page 13: Companion Gaming SXSW 2011

Page of Logos

Page 14: Companion Gaming SXSW 2011

Fable II

Page 15: Companion Gaming SXSW 2011

Fable II

Dev: Lionhead

Pub: Microsoft

Rel: Oct 21, 2008

Xbox 360

Role Playing

Base Game

Page 16: Companion Gaming SXSW 2011

Fable II

Base Game Companion Game

Web

Companion Game

Page 17: Companion Gaming SXSW 2011

Fable II Pub Games

Companion Game

Card & Board

Pub: Microsoft

Rel: Aug 13, 2008

$10 on Xbox LIVE Arcade CG: Starting Advantage

CG: Cash Exchange

CG: Item Transfer

CG: 2 Months Ahead

Page 18: Companion Gaming SXSW 2011

Fable II Pub Games

Companion Game

CG: Sold Part of Base Game?

CG: Cash Exchange CG: Continuing Benefit

Page 19: Companion Gaming SXSW 2011

Fable II A Hero’s Tale

Companion Game

Role Playing

Pub: Microsoft

Rel: September 2008

Free on Web

CG: Starting Advantage

CG: Item Transfer

CG: 1 Month Ahead

CG: Story Prologue

Page 20: Companion Gaming SXSW 2011

Fable III

Page 21: Companion Gaming SXSW 2011

Fable III

Dev: Lionhead

Pub: Microsoft

Rel: Oct 26, 2010

Xbox 360, PC

Role Playing

Base Game

Page 22: Companion Gaming SXSW 2011

Fable III

Base Game

Companion Game

Page 23: Companion Gaming SXSW 2011

Fable: Coin Golf

Companion Game

Puzzle & Trivia

Pub: Microsoft

Rel: Soon? (6 Months Later)

$TBD on Windows Phone 7

CG: Cash Transfer

CG: Too Late?

Page 24: Companion Gaming SXSW 2011

Crackdown 2

Page 25: Companion Gaming SXSW 2011

Crackdown 2

Dev: Ruffian Games

Pub: Microsoft

Rel: Jul 6, 2010

Xbox 360

Action Adventure

Shooter

Base Game

Page 26: Companion Gaming SXSW 2011

Crackdown 2

Base Game

Companion Game

Page 27: Companion Gaming SXSW 2011

Project Sunburst

Companion Game

Puzzle & Trivia

Pub: Microsoft

Rel: Dec 15, 2010 (+ 6 Mos)

$2.99 on Windows Phone 7

CG: Abilities Exchange

CG: Too Late?

Page 28: Companion Gaming SXSW 2011

Toy Soldiers

Page 29: Companion Gaming SXSW 2011

Toy Soldiers

Dev: Signal Studios

Pub: Microsoft

Rel: Mar 3, 2010

$15 Xbox LIVE Arcade

Strategy &

Simulation

Base Game

Page 30: Companion Gaming SXSW 2011

Toy Soldiers

Base Game

Companion Game

Page 31: Companion Gaming SXSW 2011

Match Defense

Companion Game

Puzzle

Pub: Microsoft

Rel: Feb 13, 2010

Facebook CG: Item Bonus

CG: Connectivity Broken Initially CG: Metagame

Source: AppData.com

Page 32: Companion Gaming SXSW 2011

CASE STUDIES

Case Studies

Page 33: Companion Gaming SXSW 2011

Dragon Age II

Page 34: Companion Gaming SXSW 2011

Dragon Age II

Dev: Bioware

Pub: Electronic Arts

Rel: Mar 8, 2011

Xbox 360, PS/3, PC

Role Playing

Action & Adventure

Base Game

Page 35: Companion Gaming SXSW 2011

Dragon Age II

Base Game

Companion Game

Helper App

HTML 5

Page 36: Companion Gaming SXSW 2011

Dragon Age Legends

Pub: Electronic Arts

Rel: Private Feb 2011

Facebook

Companion Game

Role Playing

Page 37: Companion Gaming SXSW 2011

Dragon Age Legends

Companion Game

CG: Item Unlock

CG: Starting Advantage

Page 38: Companion Gaming SXSW 2011

Dragon Age Legends

Companion Game

CG: One Month Before Base

Source: AppData.com

Page 39: Companion Gaming SXSW 2011

Dragon Age Legends

CG: Cross Brand Loyalty

Companion Game

Page 40: Companion Gaming SXSW 2011

Dragon Age Legends Helper

CG: Maintenance / Helper Application

Designed for iDevices, Android, Tablets

HTML 5 Application

Game Helper App

Page 41: Companion Gaming SXSW 2011

Dead Rising 2

Page 42: Companion Gaming SXSW 2011

Dead Rising 2

Dev: Blue Castle

Pub: Capcom

Rel: Sep 28, 2010

Xbox 360, PS/3, PC

Action Adventure

Base Game

Page 43: Companion Gaming SXSW 2011

Dead Rising 2

Base Game Companion Game Story Extension

Page 44: Companion Gaming SXSW 2011

Dead Rising 2: Case 0

Companion Game

Action Adventure

Pub: Capcom

Rel: Aug 31, 2010

$5 on Xbox LIVE Arcade

CG: Starting Advantage

CG: Cash Transfer

CG: Exp. Transfer

CG: Item Transfer

CG: Story Prologue

Page 45: Companion Gaming SXSW 2011

DR 2 & Case Zero $$

50%+ ~25% NEW

New Brand Exposure

New Revenue

Bonus

Revenue

Loyal

Engagement

Increased Sales – Increased Exposure

Page 46: Companion Gaming SXSW 2011

Dead Rising 2: Case West

Stand Alone Epilogue

Action Adventure

Pub: Capcom

Rel: Dec 27, 2010

$10 on Xbox LIVE Arcade

CG: Story Extension

CG: No Linking

Page 47: Companion Gaming SXSW 2011

Christian Svensson SVP Capcom

“I think that our experience with Case Zero and Case West

has taught us how powerful a tool companion gaming can

be, even on the same platform…

… pulling these off is a lot harder than it looks. There was

literally years of planning and this strategy was a part of

the plan from the very beginning of the project.”

Page 48: Companion Gaming SXSW 2011

Assassin’s Creed Brotherhood

Page 49: Companion Gaming SXSW 2011

Assassin’s Creed Brotherhood

Dev: Ubisoft Montreal

Pub: Ubisoft

Rel: Nov 16, 2010

Xbox 360, PS/3, PC

Action Adventure

Base Game

Page 50: Companion Gaming SXSW 2011

Assassin’s Creed Brotherhood

Base Game Companion Game

Page 51: Companion Gaming SXSW 2011

Project Legacy

Companion Game

X-Wars

Pub: Ubisoft

Rel: Oct 5, 2010

Facebook CG: Connectivity Difficult

CG: Starting Advantage CG: Cash Exchange

CG: Exp. Exchange

CG: Story Extension CG: 1 Month Ahead

Page 52: Companion Gaming SXSW 2011

Project Legacy Stats

Source: AppData.com

CG: Continuing Value

Page 53: Companion Gaming SXSW 2011

Project Legacy Stats

CG: Broad Audience

Source: AppData.com

Page 54: Companion Gaming SXSW 2011

Companion Game Principles

Page 55: Companion Gaming SXSW 2011

Best Practices

CG: Connectivity Difficult

CG: Cash Exchange

CG: Exp. Exchange

CG: Story Extension

CG: Broad Audience

CG: No Linking

CG: Helper Application

CG: Starting Advantage

CG: Cash Transfer

CG: Exp. Transfer

CG: Item Transfer

CG: Story Prologue

CG: Cross Brand Loyalty

CG: One Month Before Base

CG: Item Bonus

CG: Connectivity Broken Initially CG: Metagame CG: Abilities Exchange

CG: Too Late?

CG: Story Epilogue

CG: Sold Part of Base Game?

CG: Continuing Benefit

CG: 2 Months Ahead

Page 56: Companion Gaming SXSW 2011

Principles Extend the Story

Concurrent Engagement

Continual Engagement

Create Residual Value

Coherent Advancement

Standalone Gameplay

Platform Diversity

Page 57: Companion Gaming SXSW 2011

Difficulties

Cross Platform Synchronization = HARD

People will cheat – how will you handle?

Games are linked – for better or worse

Page 58: Companion Gaming SXSW 2011

“No man is an island…” - John Donne, 1624

No Man is an Island

Page 59: Companion Gaming SXSW 2011

ACTIVE GAME MANAGEMENT

QUESTIONS

Questions