imagine the possibilities · designers / product designers / product engineers + ui/ux designers...
TRANSCRIPT
iMAGINE THE POSSIBILITIES
PLAYING IN THE NEW ‘PHYGITAL’ WORLD
@ HASBRO
WHAT WAS A TOY AND GAME COMPANY
NOT A CANDY COMPANY
BACKGROUND & EXPERIENCE
EARLY LEARNINGS
BUILDING A TEAM
CHANGE
SUCCESS
WHAT TO COVER
INDUSTRIAL DESIGNER
TECHNOLOGIST
EX PAT
HUSBAND & FATHER
& I HAVE A CONFESSION…
ME
NOT A
GAMER
ME
INTERACTIVE TOY DESIGNER
ME
• K.G.O.Y.?
PROBLEMS IN TOY WORLD
• K.G.O.Y. - Kids getting older younger
PROBLEMS IN TOY WORLD
• KGOY - Kids getting older younger
• Toys competing with Video Games
• Technology a distraction from toys
PROBLEMS IN TOY WORLD
FEAR!!!
“If you cant beat them…
WHAT TO DO?
…join them!”
WHAT TO DO?
FURBYZAPPED GAMES LAZER TAG
WHAT WE LEARNED
HASBRO…
YOU CANT SELL
HALF AN
EXPERIENCE!!!
WHAT WORKED
PANTRY
SA
ND
WIC
H M
AK
ER
DIC
TIO
NA
RY
TRANSLATOR
GREAT
PHYSICALPLAY
+ =
WHAT WE LEARNED
GREAT
DIGITALPLAY
GREAT
SUCCESSPLAY
EN
GA
GE
ME
NT
/ T
IME
AGE IN YEARS
ACTUAL PROBLEM
EN
GA
GE
ME
NT
/ T
IME
AGE IN YEARS
OUR SOLUTION
STRATEGY
PHYSICAL PLAY
DIGITAL PLAY
PHYGITAL PLAY SPECTRUM
A BRANDED PLAY COMPANY
BRAND BLUEPRINT
BRAND BLUEPRINT
NEXT PROJECTS
1. Build a bigger better team
2. Create a mission + philosophy
3. Prepare to push water up hill
HOW
GAME DESIGNERS / PRODUCERS / SOFTWARE ENGINEERS / ARTISTS / BRANDING
DESIGNERS / PRODUCT DESIGNERS / PRODUCT ENGINEERS + UI/UX DESIGNERS
TEAM TALENT (US/UK)
NETWORK OF DEVELOPERS (GLOBAL)
Creating & delivering high quality, deeply
immersive & magically interactive
branded play experiences that combine
physical and digital mediums in new,
exciting and commercially successful
forms.
iPLAY MISSION
KIDS EXPECTATIONS – INTERACTIVE & PLATFORMS
KIDS MOVING FLUIDLY BETWEEN PHYSICAL & DIGITAL PLATFORMS
KIDS WANT TO EXPLORE OUR WORLDS, STORIES AND
CHARACTERS
KIDS WANT TO CREATE & CUSTOMIZE THEIR EXPERIENCES
CONSUMER INSIGHTS
• Team Built but no one else was ready
• Acceptance
• Misaligned Schedules
• Budgets
• Retailers – bad taste in their mouth
MORE PROBLEMS
A NEW WAY TO WORK
Integrate with brand business and design teams to co-define consumer
focused experiences & develop product and software in parallel.
Integrate with brand business and design teams to co-define consumer
focused experiences & develop product and software in parallel.
DESIGN
MARKETING
A NEW WAY TO WORK
DESIGN
MARKETING
iPLAY
Integrate with brand business and design teams to co-define consumer
focused experiences & develop product and software in parallel.
Integrate with brand business and design teams to co-define consumer
focused experiences & develop product and software in parallel.
DESIGN
MARKETING
CONFLICTING PROCESS
AGILE Vs WATERFALL
SOFTWARE HARDWARE
MOBILE GAMEPHYSICAL TOY
Waterfall Agile
Features
Quality
Time Cost
VARIABLE
FIXED
CostTime
Features
Quality
CONFLICTING PROCESS
HASBROS MISSION
DELIGHTFUL
PLAY
INNOVATIVE
TECHIMMERSIVE
STORY
ENGAGEMENT STRATEGY
DELIGHTFUL
PLAYDELIGHTFUL
PLAY
INNOVATIVE
TECHINNOVATIVE
TECHIMMERSIVE
STORYIMMERSIVE
STORY
DELIGHTFUL
PLAY
INNOVATIVE
TECHIMMERSIVE
STORY
ENGAGEMENT STRATEGY
INCREASE AWARENESS OF THE BRAND
Installs / New Users
DEEPEN ENGAGEMENT WITH BRANDS
Sessions & Retention
INFLUENCE THE SALE OF TOYS
Scanning / Connecting
BEGIN TO BUILD DIGITAL REVENUE
In-App Purchases
(You can't do 3 or 4 without 1 & 2)
EXPERIENCE OBJECTIVES
BUILD EMOTIONAL CONNECTIONS WITH OUR CHARACTERS & BRANDS
OUR EXPERIENCES…
EXPAND ENGAGEMENT WITH TOYS, GAMES & CONSUMER PRODUCTS
OUR EXPERIENCES…
DRIVE PLAYER RETENTION WITH PHYSICAL/DIGITAL EXPERIENCES
OUR EXPERIENCES…
INCREASE REVENUE AT RETAIL AND EXPLORE NEW BUSINESS MODELS
OUR EXPERIENCES…
INTERNET OF
TOYSTOYS
TO LIFE
AREAS OF FOCUS
EXPLORE CREATE CONNECT COLLECT LEARNCOMPETE
INTERNET OF
TOYSTOYS
TO LIFE
AREAS OF FOCUS
EXAMPLES
2012 FURBY 1.0 2013: FURBY BOOM
PHYSICAL PLAY
DIGITAL PLAY
PHYGITAL PLAY SPECTRUM
HATCH EGGS NURTURE FURBLINGSLAY EGGS
COMPULSION
CORE PLAY LOOP
FURBY SHOWER FURBY DOCTOR MINI GAMES: SOCCER/HIDE+SEEK
PHYGITAL PLAY
FURBY BATHROOM
SURPRISE + DELIGHT
FURBY BATHROOM
SURPRISE + DELIGHT
DOWNLOAD
FREE APP
PLAY THROUGH
THE GAME
PURCHASE A
+$50 TOY
ENGAGEMENT STRATEGY
DOWNLOAD
FREE APP
PLAY THROUGH
THE GAME(To get the golden Furbling)
PURCHASE A
+$50 TOY
ENGAGEMENT STRATEGY
UPSELL VIDEOS IN-GAME ADS GIFT MECHANISM
ENGAGEMENT STRATEGY
ENGAGEMENT STRATEGY
UPSELL VIDEOS IN-GAME ADS GIFT MECHANISM
FURBY BOOM
FURBY BOOM
ENGAGEMENT STRATEGY
+1M FURBLINGS SOLD
DELIGHTFUL
PLAYDELIGHTFUL
PLAY
INNOVATIVE
TECHINNOVATIVE
TECHIMMERSIVE
STORYIMMERSIVE
STORY
DELIGHTFUL
PLAY
INNOVATIVE
TECHIMMERSIVE
STORY
STRATEGY – WORKING
PHYSICAL PLAY DIGITAL PLAY
1. Scan or choose a
pet
2. Play an activity
3. Level-up your pet!
4. Earn virtual
rewards
5. Design it your way
6. Level-up the Pet Shop
LPS YOUR WORLD TRAILER
TRANSFORMERS Robots In Disguise:• BATTLE/BRAWLER
• COLLECT & SCAN IN BOTS
• UNLOCK WEAPONS
• BATTLE SOME MORE
• SAVE THE CITY
TRANSFORMERS TRAILER
MY LITTLE PONY TRAILER
EQUESTRIA GIRLS
MOBILE:• CREATE AVATAR
• EXPLORE CANTERLOT HIGH
• SCAN IN CHARACTERS
• COMPLETE QUESTS
• MAKE FRIENDS
EQUESTRIA GIRLS TRAILER
FURBY BOOM YOUR WORLD ROBOTS IN
DISGUISE
FRIENDSHIP
CELEBRATIONEQUESTRIA
GIRLS
10%CONVERSION(GLOBAL)
20%USER SCANNING(GLOBAL)
20%USER SCANNING(US/UK)
10%USER SCANNING(US/UK)
10%USER SCANNING(US/UK)
+ 40MM INSTALLS+3 MM MAU’S (October ‘15))
PORTFOLIO PERFORMANCE
DATA
iNTERACTIVE
iNNOVATIVE
iNTEGRATED
iNFORMED
iNSPIRED
MERCI BEAUCOUP