Companion Gaming SXSW 2011

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

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Companion Gaming SXSW 2011

  1. 1. Companion Gaming<br />Single Brand Engagement Across Multiple Platforms<br />Chris Early – chris.early@ubisoft.com<br />March 13, 2011<br />My background:<br />
  2. 2. Male / Female<br />
  3. 3. Kids Running<br />
  4. 4. Brand Engagement<br />Why is it important?<br />
  5. 5. Brand Engagement = Loyalty<br />More frequently …<br /> … for longer periods of time …<br /> … results in more loyalty<br />
  6. 6. Recommendation & Revenues<br />Revenues<br />Recommendation<br />
  7. 7. Why is this important for games?<br />Players: Ongoing pleasure and comfort<br />Creative: We can tell our story<br />Business: Long term viability<br />
  8. 8. In the past…<br />So how havewe build brand engagement in games?<br />
  9. 9. Traditionally…<br />Expansion Packs<br />&<br />Sequels<br />
  10. 10. Not Ideal<br />No concurrent reinforcement of engagement<br />Long time between engagements<br />Breaks in engagement results in breaks of loyalty<br />Concurrent and continual engagement needed<br />
  11. 11. Baseball Example<br />Concurrent and Continual = Loyal Baseball Fan<br />
  12. 12. How do we…<br />So how dowe <br />build this kind of <br />brand engagement <br />in games?<br />
  13. 13. Companion Games to build Brand Engagement<br />Companion Games <br />to build <br />Brand Engagement<br />Concurrent and Continual Engagement<br />
  14. 14. Companion Game Examples <br />
  15. 15. Page of Logos<br />
  16. 16. Fable II<br />
  17. 17. Fable II<br />Base Game<br />Role Playing<br />Dev: Lionhead<br />Pub: Microsoft<br />Rel: Oct 21, 2008<br />Xbox 360<br />
  18. 18. Fable II<br />Web<br />Companion Game<br />Companion Game<br />Base Game<br />
  19. 19. Fable II Pub Games<br />Companion Game<br />Card & Board<br />CG: Cash Exchange<br />CG: Item Transfer<br />Pub: Microsoft<br />Rel: Aug 13, 2008<br />$10 on Xbox LIVE Arcade<br />CG: 2 Months Ahead<br />CG: Starting Advantage<br />
  20. 20. Fable II Pub Games<br />Companion Game<br />CG: Cash Exchange<br />CG: Continuing Benefit<br />CG: Sold Part of Base Game?<br />
  21. 21. Fable II A Hero’s Tale<br />Companion Game<br />Role Playing<br />CG: Story Prologue<br />CG: Item Transfer<br />CG: 1 Month Ahead<br />CG: Starting Advantage<br />Pub: Microsoft<br />Rel: September 2008<br />Free on Web<br />
  22. 22. Fable III<br />
  23. 23. Fable III<br />Base Game<br />Role Playing<br />Dev: Lionhead<br />Pub: Microsoft<br />Rel: Oct 26, 2010<br />Xbox 360, PC<br />
  24. 24. Fable III<br />Companion Game<br />Base Game<br />
  25. 25. Fable: Coin Golf<br />Companion Game<br />Puzzle & Trivia<br />CG: Cash Transfer<br />CG: Too Late?<br />Pub: Microsoft<br />Rel: Soon? (6 Months Later)<br />$TBD on Windows Phone 7<br />
  26. 26. Crackdown 2<br />
  27. 27. Crackdown 2<br />Base Game<br />Action Adventure<br />Shooter<br />Dev: Ruffian Games<br />Pub: Microsoft<br />Rel: Jul 6, 2010<br />Xbox 360<br />
  28. 28. Crackdown 2<br />Companion Game<br />Base Game<br />
  29. 29. Project Sunburst<br />Companion Game<br />Puzzle & Trivia<br />CG: Abilities Exchange<br />CG: Too Late?<br />Pub: Microsoft<br />Rel: Dec 15, 2010 (+ 6 Mos)<br />$2.99 on Windows Phone 7<br />
  30. 30. Toy Soldiers<br />
  31. 31. Toy Soldiers<br />Base Game<br />Strategy &<br />Simulation<br />Dev: Signal Studios<br />Pub: Microsoft<br />Rel: Mar 3, 2010<br />$15 Xbox LIVE Arcade<br />
  32. 32. Fable III<br />Companion Game<br />Base Game<br />
  33. 33. Fable II A Hero’s Tale<br />Companion Game<br />Puzzle<br />Source: AppData.com<br />Pub: Microsoft<br />Rel: Feb 13, 2010<br />Facebook<br />CG: Metagame<br />CG: Connectivity Broken Initially<br />CG: Item Bonus<br />
  34. 34. CASE STUDIES<br />
  35. 35. Dragon Age II<br />
  36. 36. Dragon Age II<br />Base Game<br />Role Playing<br />Action & Adventure<br />Dev: Bioware<br />Pub: Electronic Arts<br />Rel: Mar 8, 2011<br />Xbox 360, PS/3, PC<br />
  37. 37. Dragon Age II<br />HTML 5<br />Base Game<br />Helper App<br />Companion Game<br />
  38. 38. Dragon Age Legends<br />Companion Game<br />Role Playing<br />Pub: Electronic Arts<br />Rel: Private Feb 2011<br />Facebook<br />
  39. 39. Dragon Age Legends<br />Companion Game<br />CG: Starting Advantage<br />CG: Item Unlock<br />
  40. 40. Dragon Age Legends<br />Companion Game<br />CG: One Month Before Base<br />Source: AppData.com<br />
  41. 41. Dragon Age Legends<br />Companion Game<br />CG: Cross Brand Loyalty<br />
  42. 42. Dragon Age Legends Helper<br />Game Helper App<br />Designed for iDevices, Android, Tablets<br />HTML 5 Application<br />CG: Maintenance / Helper Application<br />
  43. 43. Dead Rising 2<br />
  44. 44. Dead Rising 2<br />Base Game<br />Action Adventure<br />Dev: Blue Castle<br />Pub: Capcom<br />Rel: Sep 28, 2010<br />Xbox 360, PS/3, PC<br />
  45. 45. Dead Rising 2<br />Companion Game<br />Story Extension<br />Base Game<br />
  46. 46. Dead Rising 2: Case 0<br />Companion Game<br />CG: Story Prologue<br />Action Adventure<br />CG: Cash Transfer<br />CG: Item Transfer<br />CG: Exp. Transfer<br />Pub: Capcom<br />Rel: Aug 31, 2010<br />$5 on Xbox LIVE Arcade<br />CG: Starting Advantage<br />
  47. 47. DR 2 & Case Zero $$<br />Increased Sales – Increased Exposure<br />Bonus<br />Revenue<br />50%+<br />~25%<br />NEW<br />Loyal<br />Engagement<br />New Brand Exposure<br />New Revenue<br />
  48. 48. Dead Rising 2: Case West<br />Stand Alone Epilogue<br />CG: Story Extension<br />Action Adventure<br />CG: No Linking<br />Pub: Capcom<br />Rel: Dec 27, 2010<br />$10 on Xbox LIVE Arcade<br />
  49. 49. Christian SvenssonSVP Campcom<br />“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…<br />… 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.”<br />
  50. 50. Like this hard…<br />… Or maybe harder. <br />
  51. 51. Assassin’s Creed Brotherhood<br />
  52. 52. Assassin’s Creed Brotherhood<br />Base Game<br />Action Adventure<br />Dev: Ubisoft Montreal<br />Pub: Ubisoft<br />Rel: Nov 16, 2010<br />Xbox 360, PS/3, PC<br />
  53. 53. Fable III<br />Companion Game<br />Base Game<br />
  54. 54. Project Legacy<br />Companion Game<br />X-Wars<br />CG: 1 Month Ahead<br />CG: Story Extension<br />Pub: Ubisoft<br />Rel: Oct 5, 2010<br />Facebook<br />CG: Starting Advantage<br />CG: Cash Exchange<br />CG: Exp. Exchange<br />CG: Connectivity Difficult<br />
  55. 55. Project Legacy Stats<br />Source: AppData.com<br />CG: Continuing Value<br />
  56. 56. Project Legacy Stats<br />Source: AppData.com<br />CG: Broad Audience<br />
  57. 57. Companion Game Principles<br />
  58. 58. Best Practices<br />CG: Story Extension<br />CG: Starting Advantage<br />CG: Story Prologue<br />CG: Continuing Benefit<br />CG: Story Epilogue<br />CG: One Month Before Base<br />CG: Cash Transfer<br />CG: 2 Months Ahead<br />CG: Cash Exchange<br />CG: Too Late?<br />CG: No Linking<br />CG: Item Transfer<br />CG: Cross Brand Loyalty<br />CG: Broad Audience<br />CG: Item Bonus<br />CG: Helper Application<br />CG: Connectivity Difficult<br />CG: Metagame<br />CG: Abilities Exchange<br />CG: Connectivity Broken Initially<br />CG: Exp. Transfer<br />CG: Sold Part of Base Game?<br />CG: Exp. Exchange<br />
  59. 59. Principles<br />Extend the Story<br />Concurrent Engagement<br />Continual Engagement<br />Create Residual Value<br />Coherent Advancement<br />Standalone Gameplay<br />Platform Diversity<br />
  60. 60. Difficulties<br />Cross Platform Synchronization = HARD<br />People will cheat – how will you handle?<br />Games are linked – for better or worse<br />
  61. 61. No Man Island<br />“No man is an island…”<br />- John Donne, 1624<br />
  62. 62. QUESTIONS<br />

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