Game of Thrones: Immersive experience and audience engagement
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.
Transcript
- 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