XDW

XDWEXPERIENCE DESIGN for game- and story- WORLDS

XDWEXPERIENCE DESIGN for game- and story- WORLDS

TRANSMEDIA + EXPERIENCE

EXPERIENCE DESIGN....AUDIENCE AT CENTRE...NO AUDIENCE NO MEANING...MEMORIES AND EMOTIONSTRANSMEDIA ARCHITECTURE.TRANSMEDIA STRUCTURE.

EXPERIENCE DESIGN.TRANSMEDIA ARCHITECTURE....STORYTELLING...GAMEPLAY...SPECTACLE...PARTICIPATIONTRANSMEDIA STRUCTURE.

EXPERIENCE DESIGN.TRANSMEDIA ARCHITECTURE.TRANSMEDIA STRUCTURE....GAME DESIGN...NARRATIVE & STORY STRUCTURE...APP DESIGN - UI & USABILITY...WEB DESIGN...THEATRE & PERFORMANCE...+ ‘KNOWNS’ OF OTHER MEDIA IN THE MIX

EXPERIENCE DESIGN.TRANSMEDIA ARCHITECTURE.TRANSMEDIA STRUCTURE.

BRING IT ALL TOGETHER USING AN...INSTALMENT / LEVEL APPROACH FROM:...GAME LEVEL DESIGN...STORY EPISODES, INSTALMENTS & SERIALITY

AN INSTALMENT APPROACH IS PRACTICAL.

...EACH INSTALMENT IS FUNDABLE: ... WHILE THE WHOLE, WHATEVER THAT IS, MOST PROBABLY IS NOT.

... YOU ONLY KNOW SO MUCH: ... YOU CAN’T SEE THE WHOLE PROJECT, EVEN IF YOU THINK YOU CAN.

... YOU’LL LEARN THINGS ALONG THE WAY THAT CHANGE YOUR THINKING: ... NOT LEAST FROM AUDIENCE PARTICIPATION AND CO-CREATION.

... YOU HAVE A PROJECT HORIZON THAT THAT’S MANAGEABLE: ... NO-ONE CAN MANAGE A 10 YEAR / 5+ PLATFORM PLAN !

HUBBUB APPROACH

AIM FOR INSTALMENTS THAT TEAM CAN

REALISTICALLY PRODUCE:

...WITHIN A YEAR

...WITH CURRENT EXPERIENCE

...EXTENDED WITH CURRENT NETWORK

HUBBUB APPROACH

EACH INSTALMENT SHOULD HAVE:

... 6 MONTH HORIZON

... REALISTIC BUDGETS FOR CURRENT TEAM

... REALISTIC RISK LEVEL FOR ‘MONEY’ TO COMMIT

... INNOVATION AT ITS CORE

... LEARNING FOR THE TEAM

HUBBUB APPROACH

DEVELOPMENTAL RESEARCH

...XDW R&D

...FAIL QUICKLY

...APPLY LEARNING TO NEXT PROJECT / NEXT

ITERATION

CONVERGED IP & FORMATSCLIENTS & PARTNERS : BROADCASTERS • ON-LINE CHANNELS • PUBLISHERS

SALIGIA-7

CASE STUDY

S A L I G I A - 7ZombieAlarm#1 <S7ZA#1>

transmedia pilot:research and development

SALIGIA-7 is a transmedia sci-fi thriller that bridges online video, social media narratives, live pervasive story and game events, mobile, print, broadcast and theatrical.

“ T H E R E A R E Z O M B I E S O N O U R S T R E E T S ! ”

S T O R Y

3 NARRATIVES

Teenagers in Amsterdam who start to display symptoms of an unknown illness

Self-styled zombie hunters intent on finding out what is going on

3 NARRATIVES

Reactions of society to the threat of a zombie outbreak

3 NARRATIVES

print

newsNews stories

get confused between fiction and reality

broadcast

fictional current affairs show

the story of2 of the teens

story of 100 missing teens

MissingChristelCommunity

Facebook narrative

poster and social media campaignFacebook

narratives

ZombieAlarmFacebook narrative

ZombieAlarmstory blog

2 become ourprotagonists

webisodes

Twitter updates

featuring a pack of 7 teen-zombies

z-leaksstory blog

SWATsquad

reveals evidence

VUPs get involved

UGC

spread via twitter

gather atevents

society reactsand deploys

ZOMBIE HUNTERS

teens becomeZOMBIES

genre fans raise a

ZOMBIE ALARM

live events:pervasive story

meetsalternate reality game

<S7ZA#1>

INSTALMENT #2... LOCATIVE IMMERSIVE THEATRE... PROLOGUE WEB SERIES & SOCIAL STORY... GAME & NARRATIVE APP... RELEASE DATE 2014

STATUS SALIGIA-7

EXPERIENCE DESIGN....AUDIENCE AT CENTRE...NO AUDIENCE NO MEANING...MEMORIES AND EMOTIONSTRANSMEDIA ARCHITECTURE.TRANSMEDIA STRUCTURE.

Entertainment

Participation

Rating

Publishing

Distribution

InspirationCuration

Sharing

Relationship Building

Education

DuracellStoryworld

Engagement

Business

Spread it

Add to it

Play it

Become it

Perform it

Explore it

Know it

@

Story & GameWorld

HUBBUB’S CONCENTRIC PROJECT MODEL

CONSIDER:ACTIONS TO BUILD YOUR AUDIENCE

... WHERE DO THEY GO ON THE WEB?

... HOW MUCH PARTICIPATION CAN YOU EXPECT?

... WILL THEY CO-CREATE WITH YOU?

... WILL THEY WANT THEIR ACTIONS TO AFFECT THE STORY?

CONSIDER:

... HOW GROWING AN AUDIENCE MEETS

... MARKETING THE PROPERTY MEETS

... TWO-WAY DIALOGUE WITH THEMAND

...HOW TO OFFER THEM TEASER CONTENT TO ENCOURAGE

THEM TO COME CLOSER TO YOU

CONSIDER:

WHAT ELEMENTS OF YOUR STORY- AND GAME- WORLD

...ARE ESSENTIAL

...WILL HOOK YOUR FIRST AUDIENCE

AND SO

... YOU SHOULD DESCRIBE / PROTOTYPE FOR USE IN YOUR PITCH

AUDIENCEFOUNDATION

ENABLE USER ENGAGEMENT

EMBRACE SOCIAL INTERACTION BETWEEN FRIENDS VIA THE SOCIAL WEB

BUILD COMMUNITIES AROUND YOUR STORIES AND PLAYABLE MEDIA

DESIGN AND PLAN FOR 3 AUDIENCES

Deep Content : Live Drumming

Sharing and Fan Content

Media

5-10% Creators

20-25% Fans and Sharers

65-75% Passives

Deep Content

Sharing and Fan Content

Media

PRODUCER VISION...INTENTIONS

...GOALS

...STRATEGY

THIS IS THE SAME FOR GAME, TV, FILM, APP, CLIENT WORK.

BRING IT ALL TOGETHER AS A TEAM:

...RESEARCH

...CORE CONCEPT & CREATIVE DIRECTION

...DESIGN DOCUMENTS

STRATEGY

...CHANNEL PARTNERS / LEADING MEDIA

...CO-PRODUCTION PARTNERS / ADDITIONAL SKILLS, EXPERIENCE, FUNDING

...DEVELOPMENT PATHWAY / TIMELINE

...BUDGET LEVEL

...FUNDING STRATEGY

...PITCH STRATEGY - WHAT, WHEN, TO WHOM

RESEARCH

...MARKET

...UNIQUE ELEMENTS / APPROACH

...COMPLETENESS OF CORE CONCEPT

EVERYTHING THAT YOU KNOW STILL COUNTS:

STORY: CHARACTER, DRAMA, TENSION, ACTION, CATHARSIS, CONFLICT, GENRE

MECHANICS CHANGE, PRINCIPLES REMAIN.

WHAT CAN CREATE IMMEDIACY OF EXPERIENCE FOR THE AUDIENCE?

IS YOUR STORY SERIALIALISED OR EPISODIC ?

PROVIDE COMPELLING REASONS AND ELEMENTS TO COME BACK.

CONSIDER PATTERNS OF CLOSURE.

AUDIENCE EXPECTATION: EVERY STORY IS LARGER THAN ITS PLATFORM.

EXPERIENCE DESIGN: USER EXPERIENCE AND ACTIONS.

WHAT DO YOU WANT YOUR AUDIENCES TO DO?

THERE IS NO TRANSMEDIA FORMULA

@ianginnIAN GINN, CREATIVE PARTNER, HUBBUB