work at play's franchise hub model for games
DESCRIPTION
Work at Play's Franchise Hub Model for video games. A Franchise Hub will: 1. Increase frequency of game play. 2. Entice gamers to spend more money. 3. Give you greater understanding of your gamer and their motivations. 4. Empower advocates for your game. 5. Encourage new gamers to try your game. This model was developed by our team over many years working with some of the biggest brands in video games. We have used it with great success in guiding the concept, design, and development of franchise hubs and companion apps.TRANSCRIPT
work [at] play work [at] play
Franchise Hubs for Games
[email protected] 604-‐685-‐6418
vs
Game time is the scarce resource. All games compete against each other.
In the US, gamers are now spending 47% of their game time on their mobile devices.
-‐ 2013 PopCap Games Research
• churn out when not engaged with the game IP for 8 consecutive days.
• will not buy a franchise’s sequel if they haven’t completed over 25% of the previous game.
Our research has found close to 70% of gamers
[email protected] 604-‐685-‐6418
In today’s split attention, mobile, and social world, you need to be everywhere all the time.
A Franchise Hub is used to: • Increase gameplay. • Entice gamers to spend more money. • Gain greater understanding of your
gamers and their motivations. • Empower advocates for your game. • Encourage new customers to try your
game.
Why Develop a Franchise Hub
In today’s split attention, mobile and social world, we keep gamers focused on your game franchise.
In today’s split attention, mobile and social world, a Franchise Hub keeps gamers focused
on your game franchise.
[email protected] 604-‐685-‐6418
Give you greater understanding of your gamer and their motivations.
A Franchise Hub is a Service
GAME AS SERVICE
Web Console
Social
OtherMedia
Point of SaleNon-GameProducts
Events
Mobile
A Franchise Hub services multiple game touchpoints
GAME AS SERVICE
Web Console
Social
OtherMedia
Point of SaleNon-GameProducts
Events
Mobile
[email protected] 604-‐685-‐6418
Game Release 1 Game Release 2DLC GOY
Gam
ers
play
ing
Traditional Game Release ModelIn today’s social and mobile world gamer attention decays rapidly.
• High cost of customer acquisi;on for each release. • High rates of gamer churn. • Low rates of game comple;on.
[email protected] 604-‐685-‐6418
Game Release 1 Game Release 2DLC GOY
Gam
ers
play
ing
Second Screen and Companion AppsEngaging gamers before and after gameplay.
• Improved but s;ll high acquisi;on costs. • Extends game play session ;me and frequency. • Higher rates of game comple;on.
[email protected] 604-‐685-‐6418
Game Release 1 Game Release 2DLC GOY
Gam
ers
play
ing
Franchise Hub Model
Franchise service model.
Engaging gamers between title releases.
Game Release 1 Game Release 2DLC GOY
Gam
ers
play
ing
Franchise Hub ModelEngaging gamers between title releases.
• Extends game play session ;me and frequency • High rates of game comple;on. • Low acquisi;on costs.
[email protected] 604-‐685-‐6418
Game Release 1 Game Release 2DLC GOY
Gam
ers
play
ing
Evergreen EngagementEngaging gamers between title releases.
$
• Reduced costs • Ads new revenue streams.
The Work at Play 6 Cs Model 1. Core Hub Experience 2. Challenge 3. Compete 4. Compare 5. Community 6. Content
Grouped into 3 layers. 1. The connecting experience (﴾Gray)﴿ 2. The extended gameplay experience (﴾Blue)﴿ 3. The franchise experience (﴾Red)﴿
+ Relevance (﴾It was called Context but 7 Cs was ridiculous J.)﴿
The Core Hub Experience is the MVP for the Franchise Hub. Features that connect the audience to the game, when they are not in “game mode”. Without these features the experience would be fundamentally flawed.
*Example features only.
Connecting Experience
This layer engages the gamer before, during, and after game play. The experiences trigger the gamer to re-‐engage with the game and community.
Extended Gameplay Experience
*Example features only.
Core
Community tools and content are game specific features. This layer drives engagement across titles. The aim is to deepen gamer investment in the franchise to increase affinity and loyalty. To do this effectively the content needs to be personalized and surfaced in a relevant manner.
Franchise Experience
*Example features only.
Key Performance Indicators (﴾KPIs)﴿ are game specific. A Franchise Hub is supported by a “game as service” model. The KPIs chosen need to support the community and game managers ability to actively tune the features and activities in the Franchise Hub.
*Example features only.
Measuring Success
Trusted for over 12 Years…
…to design valuable customer engagement experiences.
[email protected] 604-‐685-‐6418
Questions, Comments, and Inquiries? Please send to: [email protected]
work [at] play
Work at Play 5th floor 329 Railway Street Vancouver, B.C. V6A 1A4 CANADA 604.685.6418