work [at] play work [at] play                                        

                                       

                                       

                                       

                                       

                                       

                   

                                       

                                                           

Franchise Hubs for Games

David.Gratton@workatplay.com 604-‐685-‐6418

WHY A FRANCHISE HUB?

David.Gratton@workatplay.com 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

David.Gratton@workatplay.com 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.

David.Gratton@workatplay.com 604-‐685-‐6418

A Franchise Hub will …

David.Gratton@workatplay.com 604-‐685-‐6418

Increase frequency of play.

David.Gratton@workatplay.com 604-‐685-‐6418

spend more money.Entice gamers to

David.Gratton@workatplay.com 604-‐685-‐6418

Give you greater understanding of your gamer and their motivations.

David.Gratton@workatplay.com 604-‐685-‐6418

Empower advocates for your game.

David.Gratton@workatplay.com 604-‐685-‐6418

Encourage new customers to try your game.

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

David.Gratton@workatplay.com 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.  

David.Gratton@workatplay.com 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.  

David.Gratton@workatplay.com 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.  

David.Gratton@workatplay.com 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.  

David.Gratton@workatplay.com 604-‐685-‐6418

6 C’s Franchise Hub Model

work [at] play’s

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.

David.Gratton@workatplay.com 604-‐685-‐6418

Questions, Comments, and Inquiries? Please send to: David.Gratton@workatplay.com

work [at] play

Work at Play 5th floor 329 Railway Street Vancouver, B.C. V6A 1A4 CANADA 604.685.6418