1.
The Conducttr Conference 2014
Belén Santa-Olalla
Game of Thrones:
Immersive experience and audience engagement
@belen_santa
#cdttr2014

2.
Brief

3.
Episodic content + Participation
Ruled by
broadcasting
Ruled by audience
participation

4.
Storyworld
Episodes are just another piece
• More entry points
• More engagement levels

5.
Social
Media
Online
events
Live events
A new world awaits…
https://www.youtube.com/watch?v=X8HpCyIJqxI

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.
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.
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.
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.
Project Management

11.
Premise

12.
19 Realms
Choose your Family
Choose your Realm

13.
World building
• Hinge territory:
Game of Thrones + Contemporary Spain

14.
“Location” Touchpoints
Fort
Town Square
Battlefield

15.
Organic Brand Integration
Forest
Brothel
Militar Camp

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.
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.
Scriptwriting
One single scriptwriter Character Bible
Unified tone across all channels
- Webseries
- Live events
- Conversation on Facebook
- Graphic campaign

19.
The power of Live Events http://www.youtube.com/watch?v=rfrgpVx6kDY

20.
http://19reinos.canalplus.es/Coronacion.html

21.
Designing Game Mechanics
ATTRIBUTES
BADGES
INVENTORY

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.
Potions
Special Items

24.
The importance of pacing

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.
Badges

27.
Loyalty Badges
Frequent players, not necessarily very active

28.
Courage Badges
Really active players

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.
Blend story and game mechanics

31.
Channeling behaviours
• Rewarding behaviours that generate conversation
• Not rewarding behaviours than might generate spam
or cheating

32.
Balancing wealth in game economy
Law of conservation

33.
Flexibility – weekly wage

34.
Codes
JWZE8

35.
Implementation

36.
…leaves room
for responses
on-the-fly
https://www.youtube.com/watch?v=6LE6QeXsGdc
Automated interactivity…

37.
Encourage User Generated Content

38.
Leave gaps to be filled

39.
Listen and react

40.
“Let it go”

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.
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.
AUDIENCE
…place the audience at the centre

44.
Belén Santa-Olalla
Senior Creative Consultant
@Belen_Santa
Email: belen@tstoryteller.com
Web: http://www.conducttr.com