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work [at] play 
Franchise Hubs for 
Games
David.Gratton@workatplay.com 
604-‐685-‐6418 
WHY A FRANCHISE HUB?
David.Gratton@workatplay.com 
604-‐685-‐6418 
Game time is the scarce resource. 
All games compete against each other. 
vs...
Our research has found close to 70% of gamers 
• churn out when not engaged with the game IP for 
8 consecutive days. 
• w...
Why Develop a Franchise Hub 
In today’s split attention, mobile and social world, 
In today’s split attention, mobile and ...
David.Gratton@workatplay.com 
604-‐685-‐6418 
A Franchise Hub will …
David.Gratton@workatplay.com 
604-‐685-‐6418 
Increase frequency of play.
Entice gamers to 
spend more money. 
David.Gratton@workatplay.com 
604-‐685-‐6418
David.Gratton@workatplay.com 
604-‐685-‐6418 
Give you greater understanding of 
your gamer and their motivations.
David.Gratton@workatplay.com 
604-‐685-‐6418 
Empower advocates for your game.
David.Gratton@workatplay.com 
604-‐685-‐6418 
Encourage new customers to try your game.
A Franchise Hub is a Service 
services multiple game touchpoints 
Web Console 
GAME AS 
SERVICE 
Social 
Other 
Media 
Non...
Traditional Game Release Model 
In today’s social and mobile world gamer attention decays rapidly. 
Game Release 1 DLC GOY...
Second Screen and Companion Apps 
Engaging gamers before and after gameplay. 
Game Release 1 DLC GOY David.Gratton@Game wo...
Engaging gamers between title releases. 
Game Release 1 DLC GOY David.Gratton@Game workatplay.Release com 
2 
604-‐685-‐64...
Evergreen Engagement 
Engaging gamers between title releases. 
Game Release 1 DLC GOY David.Gratton@Game workatplay.Releas...
David.Gratton@workatplay.com 
604-‐685-‐6418 
work [at] play’s 
6 C’s Franchise Hub Model
The Work at Play 6 Cs Model 
1. Core Hub Experience 
2. Challenge 
3. Compete 
4. Compare 
5. Community 
6. Content 
+ Rel...
The Core Hub Experience is the 
MVP for the Franchise Hub. 
Features that connect the 
audience to the game, when 
they ar...
Extended Gameplay Experience 
This layer engages the gamer 
before, during, and after game 
play. 
The experiences trigger...
Core 
Franchise Experience 
Community tools and content 
are game specific features. 
This layer drives engagement 
across...
Key Performance Indicators 
(﴾KPIs)﴿ are game specific. 
A Franchise Hub is supported 
by a “game as service” model. 
The ...
Trusted for over 12 Years… 
…to design valuable customer engagement experiences.
Questions, Comments, 
and Inquiries? 
Please send to: 
David.Gratton@workatplay.com 
David.Gratton@workatplay.com 
604-‐68...
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Work at Play's Franchise Hub Model for Games

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Work at Play's Franchise Hub Model for video games.
A Franchise Hub will:
1. Increase frequency of game play.
2. Entice gamers to spend more money.
3. Give you greater understanding of your gamer and their motivations.
4. Empower advocates for your game.
5. Encourage new gamers to try your game.

This model was developed by our team over many years working with some of the biggest brands in video games. We have used it with great success in guiding the concept, design, and development of franchise hubs and companion apps.

Published in: Marketing
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Work at Play's Franchise Hub Model for Games

  1. 1. work [at] play Franchise Hubs for Games
  2. 2. David.Gratton@workatplay.com 604-‐685-‐6418 WHY A FRANCHISE HUB?
  3. 3. David.Gratton@workatplay.com 604-‐685-‐6418 Game time is the scarce resource. All games compete against each other. vs In the US, gamers are now spending 47% of their game time on their mobile devices. -­‐ 2013 PopCap Games Research
  4. 4. Our research has found close to 70% of gamers • churn out when not engaged with the game IP for 8 consecutive days. • will not buy a franchise’s sequel if they haven’t completed over 25% of the previous game.
  5. 5. Why Develop a Franchise Hub In today’s split attention, mobile and social world, In today’s split attention, mobile and social world, a Franchise Hub keeps gamers focused we keep gamers focused on your game franchise. David.Gratton@workatplay.com 604-‐685-‐6418 In today’s split attention, mobile, and social world, you need to be everywhere all the time. A Franchise Hub is used to: • Increase gameplay. • Entice gamers to spend more money. • Gain greater understanding of your gamers and their motivations. on your game franchise. • Empower advocates for your game. • Encourage new customers to try your game.
  6. 6. David.Gratton@workatplay.com 604-‐685-‐6418 A Franchise Hub will …
  7. 7. David.Gratton@workatplay.com 604-‐685-‐6418 Increase frequency of play.
  8. 8. Entice gamers to spend more money. David.Gratton@workatplay.com 604-‐685-‐6418
  9. 9. David.Gratton@workatplay.com 604-‐685-‐6418 Give you greater understanding of your gamer and their motivations.
  10. 10. David.Gratton@workatplay.com 604-‐685-‐6418 Empower advocates for your game.
  11. 11. David.Gratton@workatplay.com 604-‐685-‐6418 Encourage new customers to try your game.
  12. 12. A Franchise Hub is a Service services multiple game touchpoints Web Console GAME AS SERVICE Social Other Media Non-Game Point of Sale Products Mobile Events
  13. 13. Traditional Game Release Model In today’s social and mobile world gamer attention decays rapidly. Game Release 1 DLC GOY David.Gratton@Game workatplay.Release com 2 604-‐685-‐6418 Gamers playing • High cost of customer acquisi;on for each release. • High rates of gamer churn. • Low rates of game comple;on.
  14. 14. Second Screen and Companion Apps Engaging gamers before and after gameplay. Game Release 1 DLC GOY David.Gratton@Game workatplay.Release com 2 604-‐685-‐6418 Gamers playing • Improved but s;ll high acquisi;on costs. • Extends game play session ;me and frequency. • Higher rates of game comple;on.
  15. 15. Engaging gamers between title releases. Game Release 1 DLC GOY David.Gratton@Game workatplay.Release com 2 604-‐685-‐6418 Gamers playing Franchise Hub Model Franchise service model. • Extends game play session ;me and frequency • High rates of game comple;on. • Low acquisi;on costs.
  16. 16. Evergreen Engagement Engaging gamers between title releases. Game Release 1 DLC GOY David.Gratton@Game workatplay.Release com 2 604-‐685-‐6418 Gamers playing $ • Reduced costs • Ads new revenue streams.
  17. 17. David.Gratton@workatplay.com 604-‐685-‐6418 work [at] play’s 6 C’s Franchise Hub Model
  18. 18. The Work at Play 6 Cs Model 1. Core Hub Experience 2. Challenge 3. Compete 4. Compare 5. Community 6. Content + Relevance (﴾It was called Context but 7 Cs was ridiculous J.)﴿ Grouped into 3 layers. 1. The connecting experience (﴾Gray)﴿ 2. The extended gameplay experience (﴾Blue)﴿ 3. The franchise experience (﴾Red)﴿
  19. 19. The Core Hub Experience is the MVP for the Franchise Hub. Features that connect the audience to the game, when they are not in “game mode”. Without these features the experience would be fundamentally flawed. *Example features only. Connecting Experience
  20. 20. Extended Gameplay Experience This layer engages the gamer before, during, and after game play. The experiences trigger the gamer to re-‐engage with the game and community. *Example features only.
  21. 21. Core Franchise Experience Community tools and content are game specific features. This layer drives engagement across titles. The aim is to deepen gamer investment in the franchise to increase affinity and loyalty. To do this effectively the content needs to be personalized and surfaced in a relevant manner. *Example features only.
  22. 22. Key Performance Indicators (﴾KPIs)﴿ are game specific. A Franchise Hub is supported by a “game as service” model. The KPIs chosen need to support the community and game managers ability to actively tune the features and activities in the Franchise Hub. *Example features only. Measuring Success
  23. 23. Trusted for over 12 Years… …to design valuable customer engagement experiences.
  24. 24. Questions, Comments, and Inquiries? Please send to: David.Gratton@workatplay.com David.Gratton@workatplay.com 604-‐685-‐6418 work [at] play Work at Play 5th floor 329 Railway Street Vancouver, B.C. V6A 1A4 CANADA 604.685.6418

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