Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Game of Thrones: Immersive experience and audience engagement

3,950 views

Published on

Belen discusses the creative process of 19Reinos (19 realms), one the world’s most ambitious transmedia entertainment experiences, which transformed Spain into a huge storytelling canvas. This CANAL+ project included live events, a 5-episode webseries, a location-based online game and strong participation on social media.

  • Be the first to comment

Game of Thrones: Immersive experience and audience engagement

  1. 1. The Conducttr Conference 2014 Belén Santa-Olalla Game of Thrones: Immersive experience and audience engagement @belen_santa #cdttr2014
  2. 2. Brief
  3. 3. Episodic content + Participation Ruled by broadcasting Ruled by audience participation
  4. 4. Storyworld Episodes are just another piece • More entry points • More engagement levels
  5. 5. Social Media Online events Live events A new world awaits… https://www.youtube.com/watch?v=X8HpCyIJqxI
  6. 6. Conducttr Role AUDIENCE DATABASE CONTENT DATABASE GAME LOGIC SOCIAL MEDIA, EMAIL TELEPHONE NETWORKS DATA LOG PLAYER INCLUDES: • POINTS • BADGES • INVENTORY AS WELL AS • MESSAGES • POSTS • STATUS UPDATES
  7. 7. Team • Project leader & Storytelling Belén Santa-Olalla • Game Mechanics & QA Robert Pratten • Implementation & Managemen Eduardo Iglesias • Project leader Berni Melero • Management & Production Javier López • Social Media Strategy Cristina de Pablos • Communications and Events Cristina Merino • Graphic Design & GoT QA Gastón Mass • Project leader Gregòire Sierra • Interface developer Gilles Boison
  8. 8. Timescale • Dec’13 – Conversation starts • 15 Feb – Proposal gets approved • 22 Feb – Spot shoot and Performance • 17-18 Mar – Shoot webseries • 7 Apr – Launch 4th season
  9. 9. Getting ready War Experience development 2 31 4 5 6 7 8 9 Discovery 10 2 31 4 5 Live Events Online Experience Series episodes Webseries Performance Coronation 22 Feb 7 Apr 5 May 16 June
  10. 10. Project Management
  11. 11. Premise
  12. 12. 19 Realms Choose your Family Choose your Realm
  13. 13. World building • Hinge territory: Game of Thrones + Contemporary Spain
  14. 14. “Location” Touchpoints Fort Town Square Battlefield
  15. 15. Organic Brand Integration Forest Brothel Militar Camp
  16. 16. Working with available resources • What do we have in house? – Illustrator – Strategy Guide – Production Unit – Webseries – Broadcast slots – Spots and TV shows • Turning around limitations: – One actor - monologue – Addressing the audience – Making the most out of exteriors
  17. 17. Character development The wildling known as Edwyck Will people identify with him? • Dry character • Rough language • Outlaw (deserted The Wall) =================================== • Depth of character – Beneath the mask • Hard unveiled past • Sense of belonging: “Niñitos” (Kiddies) • One-and-one conversation with “warriors” • Clearly empowered by the character
  18. 18. Scriptwriting One single scriptwriter Character Bible Unified tone across all channels - Webseries - Live events - Conversation on Facebook - Graphic campaign
  19. 19. The power of Live Events http://www.youtube.com/watch?v=rfrgpVx6kDY
  20. 20. http://19reinos.canalplus.es/Coronacion.html
  21. 21. Designing Game Mechanics ATTRIBUTES BADGES INVENTORY
  22. 22. Three types of actions • Training actions #pledgeloyalty #moverealm #buypotion Get familiarized with the universe, improve avatar • Combat actions #attack #seduce #betray #givecoin Generate conversation, involve 3rd party • War actions #attack REALM Organize strategy, create sense of community (1hr/week)
  23. 23. Potions Special Items
  24. 24. The importance of pacing
  25. 25. Levels of engagement Interactive Non-active Producer General content Interactive content Deep content Mike Dicks at BleedinEdge Casual player: @19Reinos #Atack #MAD #Viveponiente
  26. 26. Badges
  27. 27. Loyalty Badges Frequent players, not necessarily very active
  28. 28. Courage Badges Really active players
  29. 29. Different people enjoy different things http://amyjokim.com/2012/09/19/social-engagement-whos-playing-how-do-they-like-to-engage/ Achievers SocializersExplorers Killers Bartle types
  30. 30. Blend story and game mechanics
  31. 31. Channeling behaviours • Rewarding behaviours that generate conversation • Not rewarding behaviours than might generate spam or cheating
  32. 32. Balancing wealth in game economy Law of conservation
  33. 33. Flexibility – weekly wage
  34. 34. Codes JWZE8
  35. 35. Implementation
  36. 36. …leaves room for responses on-the-fly https://www.youtube.com/watch?v=6LE6QeXsGdc Automated interactivity…
  37. 37. Encourage User Generated Content
  38. 38. Leave gaps to be filled
  39. 39. Listen and react
  40. 40. “Let it go”
  41. 41. 19 Reinos Stats • +5600 players • 126,500 messages on Twitter • 3200 tweets per battle • Final battle: 123 tweets per minute • 36,000 attacks • 1300 seductions • 5400 betrayals • 6000 coin exchanges • 155 kingslayers • 82 kings during the game • More than 1000 people in Callao at the coronation
  42. 42. Take-aways 1. Define roles and design your own collaboration 2. Create User Journey (Platforms & Emotional) 3. Engage: play with pacing and personalization 4. Be flexible: Add wins and remove fails 5. Consider different types of audiences 6. Never underestimate their intelligence 7. Create a territory and let it go And always…
  43. 43. AUDIENCE …place the audience at the centre
  44. 44. Belén Santa-Olalla Senior Creative Consultant @Belen_Santa Email: belen@tstoryteller.com Web: http://www.conducttr.com

×