Companion Gaming SXSW 2011
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Transcript of Companion Gaming SXSW 2011
Companion Gaming
Single Brand Engagement Across Multiple Platforms
Chris Early – [email protected]
March 13, 2011
My background:
Brand Engagement
Why is it important?
Brand Engagement = Loyalty
More frequently …
… for longer periods of time …
… results in more loyalty
Recommendation & Revenues
Revenues Recommendation
Why is this important for games?
Players: Ongoing pleasure and comfort
Creative: We can tell our story
Business: Long term viability
In the past…
So how have we build brand
engagement in games?
Traditionally…
Expansion Packs
&
Sequels
Not Ideal
No concurrent reinforcement of engagement
Long time between engagements
Breaks in engagement results in breaks of loyalty
Concurrent and continual engagement needed
Baseball Example
Concurrent and Continual = Loyal Baseball Fan
How do we…
So how do we
build this kind of
brand engagement
in games?
Companion Games to build
Brand Engagement
Companion Games
to build
Brand Engagement
Concurrent and Continual Engagement
Companion Game Examples
Companion Game Examples
Page of Logos
Fable II
Fable II
Dev: Lionhead
Pub: Microsoft
Rel: Oct 21, 2008
Xbox 360
Role Playing
Base Game
Fable II
Base Game Companion Game
Web
Companion Game
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
Fable II Pub Games
Companion Game
CG: Sold Part of Base Game?
CG: Cash Exchange CG: Continuing Benefit
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
Fable III
Fable III
Dev: Lionhead
Pub: Microsoft
Rel: Oct 26, 2010
Xbox 360, PC
Role Playing
Base Game
Fable III
Base Game
Companion Game
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?
Crackdown 2
Crackdown 2
Dev: Ruffian Games
Pub: Microsoft
Rel: Jul 6, 2010
Xbox 360
Action Adventure
Shooter
Base Game
Crackdown 2
Base Game
Companion Game
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?
Toy Soldiers
Toy Soldiers
Dev: Signal Studios
Pub: Microsoft
Rel: Mar 3, 2010
$15 Xbox LIVE Arcade
Strategy &
Simulation
Base Game
Toy Soldiers
Base Game
Companion Game
Match Defense
Companion Game
Puzzle
Pub: Microsoft
Rel: Feb 13, 2010
Facebook CG: Item Bonus
CG: Connectivity Broken Initially CG: Metagame
Source: AppData.com
CASE STUDIES
Case Studies
Dragon Age II
Dragon Age II
Dev: Bioware
Pub: Electronic Arts
Rel: Mar 8, 2011
Xbox 360, PS/3, PC
Role Playing
Action & Adventure
Base Game
Dragon Age II
Base Game
Companion Game
Helper App
HTML 5
Dragon Age Legends
Pub: Electronic Arts
Rel: Private Feb 2011
Companion Game
Role Playing
Dragon Age Legends
Companion Game
CG: Item Unlock
CG: Starting Advantage
Dragon Age Legends
Companion Game
CG: One Month Before Base
Source: AppData.com
Dragon Age Legends
CG: Cross Brand Loyalty
Companion Game
Dragon Age Legends Helper
CG: Maintenance / Helper Application
Designed for iDevices, Android, Tablets
HTML 5 Application
Game Helper App
Dead Rising 2
Dead Rising 2
Dev: Blue Castle
Pub: Capcom
Rel: Sep 28, 2010
Xbox 360, PS/3, PC
Action Adventure
Base Game
Dead Rising 2
Base Game Companion Game Story Extension
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
DR 2 & Case Zero $$
50%+ ~25% NEW
New Brand Exposure
New Revenue
Bonus
Revenue
Loyal
Engagement
Increased Sales – Increased Exposure
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
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.”
Assassin’s Creed Brotherhood
Assassin’s Creed Brotherhood
Dev: Ubisoft Montreal
Pub: Ubisoft
Rel: Nov 16, 2010
Xbox 360, PS/3, PC
Action Adventure
Base Game
Assassin’s Creed Brotherhood
Base Game Companion Game
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
Project Legacy Stats
Source: AppData.com
CG: Continuing Value
Project Legacy Stats
CG: Broad Audience
Source: AppData.com
Companion Game Principles
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
Principles Extend the Story
Concurrent Engagement
Continual Engagement
Create Residual Value
Coherent Advancement
Standalone Gameplay
Platform Diversity
Difficulties
Cross Platform Synchronization = HARD
People will cheat – how will you handle?
Games are linked – for better or worse
“No man is an island…” - John Donne, 1624
No Man is an Island
ACTIVE GAME MANAGEMENT
QUESTIONS
Questions