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
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