"Transmedia success: Striking a balance between books, games, and community" by Keith Fretz (Scholastic, Inc.) for Tech Forum 2015, presented by BookNet Canada - March 12, 2015

1. Transmedia Success:
Striking a balance between books,
games, and community

2. World’s largest publisher and distributor of children’s books.
Our core mission: global literacy.
Keith Fretz
Associate Producer
Game Designer for The 39 Clues,
Infinity Ring, and Spirit Animals

3. What is Scholastic’s transmedia publishing program?
Stories told across books and games at the same time.
Why transmedia publishing?
• Seek out readers wherever they are
• Subversively educational
• Innovation and experimentation

4. A Global Success:
• Four bestselling series
• More than 22 million books in print in the United
States
• Over 3.5 million registered online game users
• 2,500 new registrations per day
• 26 minutes average time spent on site
• Published in 28 languages worldwide

6. A worldwide treasure hunt.
Launched in 2008
Author Rick Riordan

8. 8
CONFIDENTIAL
8.8.12

9. A time travel adventure.
Fix the past. Save the future.
James Dashner, bestselling
author of The Maze Runner
Launched in 2012

10. Multiplatform games.

12. January 2014
Book 2
by Maggie Stiefvater
April 2014
Book 3
by Garth Nix
and Sean Williams
July 2014
Book 4
by Shannon Hale
The Books and Bestselling Authors
September 2013
Book 1
by Brandon Mull
October 2014
Book 5
by Tui T. Sutherland
November 2014
The Great Beasts
by Brandon Mull
and Others
January 2015
Book 6
by Eliot Schrefer
April 2015
Book 7
by Marie Lu
Brandon Mull, Maggie Stiefvater,
Sean Williams, and Garth Nix
October 2014
Book 5
by Tui T. Sutherland
Launched in 2013

13. Another Runaway Hit!

14. • An action role playing game
• Average of 27 minutes per visit
• Play by yourself or with friends
• A full gaming and social experience
The Game

16. An epic adventure filled with
ancient Egyptian magic.
Launched in 2015
Author Michael Northrop

17. Create. Share. Play.

18. Keys to Success
• Offer a unique experience
• Evolve your product
• Build a community

19. A Unique Experience
• For the consumer
– Reach a wider audience
– Attract both readers and gamers

20. • For the author
– “Dream Team” author strategy
– 3 to 4 books per year!
– Multiple ambassadors for the brand
– Building talent
A Unique Experience
Rick Riordan Brandon Mull James Dashner David Baldacci Michael Northrop

21. • For the publisher
– Editorial, Game Design, Marketing, Publicity,
and Production all work together
– Story continuity between books and games
A Unique Experience

22. • It all starts with a great story
A Unique Experience

23. • Don’t just read it, BE it
• Continuity
• Crossover interest
– Users become fans of the
WHOLE experience
A Unique Experience

24. • Analytical Data
– How is your product used?
Evolve Your Product

25. • Community Feedback
– Direct connection to your consumer
Evolve Your Product

26. • Website/Game
• Forums
• Multiplayer
• Chat
• Video Broadcasts
• Live Events
Build a Community

27. Forums
• Great for user generated content
• Author access

28. Multiplayer
• Game becomes a social experience

29. Author Chats and Live-streaming

30. Author Events

31. Images of authors as superheros