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Companion Gaming SXSW 2011

C
Chris Early

This document discusses using companion games to build brand engagement across multiple platforms. It provides examples of companion games that extend core games' stories, allow transferring of items/cash/abilities, and provide starting advantages. Building concurrent and continual engagement through companion games can create loyal fans similar to other entertainment franchises. However, linking games also poses synchronization and cheating challenges that require active game management. The goal is to extend brands and stories across platforms to drive long-term revenues through customer loyalty.

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Companion Gaming Single Brand Engagement Across Multiple Platforms Chris Early chris.early@ubisoft.com March 13, 2011 My background:
Brand Engagement Why is it important?
Brand Engagement = Loyalty More frequently for longer periods of time results in more loyalty
Recommendation Revenues
Players: Ongoing pleasure and comfort Creative: We can tell our story Business: Long term viability
So how have we build brand engagement in games?
Expansion Packs & Sequels
Not Ideal No concurrent reinforcement of engagement Long time between engagements Breaks in engagement results in breaks of loyalty Concurrent and continual engagement needed
Concurrent and Continual = Loyal Baseball Fan
So how do we build this kind of brand engagement in games?
Companion Games to build Brand Engagement Concurrent and Continual Engagement
Companion Game Examples
Companion Gaming SXSW 2011
Companion Gaming SXSW 2011
Base Game Role Playing Dev: Lionhead Pub: Microsoft Rel: Oct 21, 2008 Xbox 360
Web Companion Game Base Game Companion Game
Companion Game Card & Board CG: Cash Exchange CG: Item Transfer CG: 2 Months Ahead Pub: Microsoft Rel: Aug 13, 2008 CG: Starting Advantage $10 on Xbox LIVE Arcade
Companion Game CG: Cash Exchange CG: Continuing Benefit CG: Sold Part of Base Game?
Companion Game Role Playing CG: Story Prologue CG: Item Transfer CG: 1 Month Ahead CG: Starting Advantage Pub: Microsoft Rel: September 2008 Free on Web
Companion Gaming SXSW 2011
Base Game Role Playing Dev: Lionhead Pub: Microsoft Rel: Oct 26, 2010 Xbox 360, PC
Companion Game Base Game
Companion Game Puzzle & Trivia CG: Cash Transfer CG: Too Late? Pub: Microsoft Rel: Soon? (6 Months Later) $TBD on Windows Phone 7
Companion Gaming SXSW 2011
Base Game Action Adventure Shooter Dev: Ruffian Games Pub: Microsoft Rel: Jul 6, 2010 Xbox 360
Companion Game Base Game
Companion Game Puzzle & Trivia CG: Abilities Exchange CG: Too Late? Pub: Microsoft Rel: Dec 15, 2010 (+ 6 Mos) $2.99 on Windows Phone 7
Companion Gaming SXSW 2011
Base Game Strategy & Simulation Dev: Signal Studios Pub: Microsoft Rel: Mar 3, 2010 $15 Xbox LIVE Arcade
Companion Game Base Game
Companion Game Puzzle Source: AppData.com CG: Metagame Pub: Microsoft CG: Connectivity Broken Initially Rel: Feb 13, 2010 CG: Item Bonus Facebook
CASE STUDIES
Companion Gaming SXSW 2011
Base Game Role Playing Action & Adventure Dev: Bioware Pub: Electronic Arts Rel: Mar 8, 2011 Xbox 360, PS/3, PC
Companion Game HTML 5 Base Game Helper App
Companion Game Role Playing Pub: Electronic Arts Rel: Private Feb 2011 Facebook
Companion Game CG: Starting Advantage CG: Item Unlock
Companion Game CG: One Month Before Base Source: AppData.com
Companion Game CG: Cross Brand Loyalty
Game Helper App Designed for iDevices, Android, Tablets HTML 5 Application CG: Maintenance / Helper Application
Companion Gaming SXSW 2011
Base Game Action Adventure Dev: Blue Castle Pub: Capcom Rel: Sep 28, 2010 Xbox 360, PS/3, PC
Companion Game Base Game Story Extension
Companion Game CG: Story Prologue Action Adventure CG: Cash Transfer CG: Item Transfer CG: Exp. Transfer Pub: Capcom CG: Starting Advantage Rel: Aug 31, 2010 $5 on Xbox LIVE Arcade
Increased Sales Increased Exposure Bonus NEW 50%+ Revenue ~25% Loyal New Brand Exposure Engagement New Revenue
Stand Alone Epilogue CG: Story Extension Action Adventure CG: No Linking Pub: Capcom Rel: Dec 27, 2010 $10 on Xbox LIVE Arcade
Christian Svensson SVP Capcom I think that our experience with Case Zero and Case West has taught us how powerful a tool companion gaming can be, even on the same platform pulling these off is a lot harder than it looks. There was literally years of planning and this strategy was a part of the plan from the very beginning of the project.
Companion Gaming SXSW 2011
Base Game Action Adventure Dev: Ubisoft Montreal Pub: Ubisoft Rel: Nov 16, 2010 Xbox 360, PS/3, PC
Companion Game Base Game
Companion Game X-Wars CG: Story Extension CG: 1 Month Ahead CG: Cash Exchange CG: Starting Advantage Pub: Ubisoft Rel: Oct 5, 2010 CG: Exp. Exchange CG: Connectivity Difficult Facebook
Source: AppData.com CG: Continuing Value
Source: AppData.com CG: Broad Audience
Companion Game Principles
CG: Story Extension CG: Starting Advantage CG: Story Prologue CG: Continuing Benefit CG: Story Epilogue CG: One Month Before Base CG: Cash Transfer CG: 2 Months Ahead CG: Cash Exchange CG: Too Late? CG: No Linking CG: Item Transfer CG: Cross Brand Loyalty CG: Broad Audience CG: Item Bonus CG: Helper Application CG: Connectivity Difficult CG: Abilities Exchange CG: Metagame CG: Connectivity Broken Initially CG: Exp. Transfer CG: Sold Part of Base Game? CG: Exp. Exchange
Principles Extend the Story Concurrent Engagement Continual Engagement Create Residual Value Coherent Advancement Standalone Gameplay Platform Diversity
Difficulties Cross Platform Synchronization = HARD People will cheat how will you handle? Games are linked for better or worse
No man is an island - John Donne, 1624
ACTIVE GAME MANAGEMENT QUESTIONS

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Companion Gaming SXSW 2011