This document discusses framing the creative vision for a new real-time strategy (RTS) game set in the Warcraft universe. It outlines considerations for the game's production triangle including positioning, business strategy, and development. For positioning, it recommends focusing on the RTS genre, leveraging the Warcraft brand, targeting PC strategy players age 30+, and a PEGI 12/16 rating. For business strategy, it suggests remaining the RTS market leader and expanding in China. For development, it outlines using an upgraded StarCraft 2 engine and reusing Warcraft elements. The document also covers pillars, signatures and guidelines for honoring the Warcraft intellectual property.

1. FRAMING
YOUR
CREATIVE
VISION

2. ALEXANDER
OSTERWALDER
Swiss business theorist,
author, consultant, and
entrepreneur.
Co-founder of the
consultancy firm Strategyzer.
Known for his development
of the Business Model
Canvas.
http://alexosterwalder.com/

3. MANDATE STRUCTURE
USP
IP
PROJECT

4. MANDATE

5. PRODUCTION
TRIANGLE
PRODUCT
POSITIONING
• First / Best / Different
• Game Genre
• Brand Image & Awareness
• Business Model
(platforms, pricing, retail / digital,
single / multiplayer, online, Gaas…)
• Target Audience
• Age Rating
BUSINESS
STRATEGY
• Market Share vs Profit
• STARS Model
(Start-Up, TurnAround, Realignement,
Sustaining Success)
• Corporate Strategy
(reduction of debt, overhead costs or
production costs, diversification,
merger / acquisition…)

6. PRODUCTION
TRIANGLE
PRODUCT
POSITIONING
• RTS
• Best (Category Reference)
• AAA Multimedia Brand with 70+M
players of Hearthstone, 13M players
of WoW
• Warcraft III Invitational (Feb 2018),
Remastered version?
• PC exclusive, 45 / 100 €, retail /
digital, single campaign +
multiplayer online, esport and
expansions
• PC Strategy players (30+ yo, male)
• PEGI 12 (Warcraft) / 16 (Starcraft)
BUSINESS
STRATEGY
• Remain leader of the RTS Market
(StarCraft 2 = 8+M players)
• Realignement strategy (RTS in decline,
cannibalized by MOBA)
• Expand in China

7. STRUCTURE

8. DEVELOPMENT
TEAM
TECHNICAL
ENVIRONMENT
• Priorities & Constraints
• Engine & Middlewares
• Tools
• Re-Use
PRODUCTION
PIPELINE
• Content Creation, Validation,
Implementation
• Outsource / Co-Dev
• QC
• Roadmap
• Skills
• Corporate Culture
• Behavioral Mapping
(Process Communication Model,
Social Styles, etc.)

9. DEVELOPMENT
TEAM
TECHNICAL
PIPELINE
• Upgraded version of the custom
SC2 engine (2010)
• Battle.net platform / services
(including mobile companion app)
• Re-Use of iconic Warcraft elements
(artworks, icons, sounds, music…)
PRODUCTION
PIPELINE
• SC2 model• SC2 team
• Chris Metzen (senior Vice President
of Story and Franchise development)
retired

10. IP DNA

11. PILLARS SIGNATURES
• Visual
• Audio
• Gameplay
• Narrative
DO’s & DONT’S
• IP “Bible”
• Content Guidelines
• Communication Styleguide
• IP Category
(World, Character, Experience,
Systems)
• Values
• References
• Legacy Features

12. Lok'tar!
Strength
and
honor!

13. UNIQUE SELLING PROPOSITION

14. MEANING BREAKTHROUGH PRODUCTION VALUE

15. MEANING BREAKTHROUGH PRODUCTION VALUE
• Awesome CGIs
• Game Scope
• Game Polish
Advanced Creature / Hero Customization
Open World Structure
• The Corrupting Power of Unchecked
Ambition
• The Difference Between Kingship and
Tyranny
• Fortune, Fate, and Free Will

16. PROJECT

17. WORLD
PLAYER ROLES
SYSTEMS
GAMEPLAY
CHARACTERS
STORIES

18. USP
IP
WORLD
PLAYER ROLES
SYSTEMS
GAMEPLAY
CHARACTERS
STORIES
Pillars Signatures Do’s & Dont’s
Meaning Breakthrough Prod Value
Production
Triangle
Product
Positioning
Business
Strategy
Dev Team
Tech
Environment
Production
Pipeline

19. THE LLOSA SATISFACTION MAPPING

20. Professeur en Sciences de Gestion à l’IAE
d’Aix-en-Provence, Aix-Marseille Université,
Co-Directrice de l’axe Management des
marques : Services et Produits du CERGAM.
Ses recherches portent sur le management
des activités de services, et plus
particulièrement, sur la satisfaction client.
Le modèle TétraclasseSYLVIE LLOSA

21. DIFFERENTIATOR CRITICAL
MUST-HAVENEUTRAL

22. DIFFERENTIATOR CRITICAL
MUST-HAVENEUTRAL
• Polish & Optimization (for « standard » PC)
• « Tried and Tested » Classic RTS Gameplay
• Online Multiplayer / Battle.net services
• IP Consistency
• Starcraft II Gamescope (3 factions, 2 resources, 30
maps, 40+ heroes and creatures…)
• Usability (GUI, S&F, 3Cs, Tutorial…)
• AI « Player »
• Variety of level design /
gameplay situations (Boss fights,
RPG maps, Stealth, Environmental
changes…)
• RPG / Hero system
• 4th faction
• Hero / Creature Customization
• Open World Structure
• Full eSport Support
• « Social » system (Guild / Clan)
• Modding / UGC Support
• Balanced factions
(Multiplayer)
• Campaign Story (including
cutscenes, voice-acting…)
• Art Direction
• Post-Release Support &
Contents
• Audio (sfx, music)
• Mobile companion app
• Cross-marketing with other Blizzard titles

23. MAKE LOVECRAFT
NOT