Conducttr and The Internet of Things
The Conducttr Conference 2014Beln Santa-OlallaGame of Thrones:
Immersive experience and audience
[email protected]_santa#cdttr20141
Brief
Episodic content + ParticipationRuled bybroadcastingRuled by
audience participationThis addresses the agency/time issue
but..
..how do we address the communications needs?4StoryworldEpisodes
are just another pieceMore entry pointsMore engagement levelsThis
addresses the agency/time issue but..
..how do we address the communications needs?5
SocialMediaOnlineeventsLive eventsA new world
awaitshttps://www.youtube.com/watch?v=X8HpCyIJqxI
https://www.youtube.com/watch?v=X8HpCyIJqxI
Conducttr RoleAUDIENCE DATABASECONTENTDATABASEGAME LOGIC
SOCIAL MEDIA, EMAILTELEPHONENETWORKSCONDUCTTR APIDATALOG
PLAYERINCLUDES:POINTSBADGESINVENTORY
AS WELL ASMESSAGESPOSTSSTATUS UPDATES
Team
TimescaleDec13 Conversation starts15 Feb Proposal gets
approved22 Feb Spot shoot and Performance17-18 Mar Shoot webseries7
Apr Launch 4th season
Getting readyWarExperience
development231456789Discovery1023145Live
EventsOnlineExperienceSeriesepisodesWebseriesPerformanceCoronation22
Feb7 Apr5 May16 JuneProject Management
Premise
19 RealmsChoose your FamilyChoose your Realm
16
World buildingHinge territory:Game of Thrones + Contemporary
Spain
Location Touchpoints
FortTown SquareBattlefieldOrganic Brand Integration
ForestBrothelMilitar CampWorking with available resourcesWhat do
we have in house?Illustrator Strategy GuideProduction Unit
WebseriesBroadcast slots Spots and TV shows
Turning around limitations:One actor - monologueAddressing the
audience Making the most out of exteriors
Character developmentThe wildling known as Edwyck Will people
identify with him? Dry characterRough language Outlaw (deserted The
Wall)===================================Depth of character Beneath
the maskHard unveiled pastSense of belonging: Niitos
(Kiddies)One-and-one conversation with warriorsClearly empowered by
the character
Scriptwriting
One single scriptwriter Character BibleUnified tone across all
channelsWebseriesLive eventsConversation on FacebookGraphic
campaign
The power of Live Events
http://www.youtube.com/watch?v=rfrgpVx6kDY
http://19reinos.canalplus.es/Coronacion.html
Designing Game Mechanics
ATTRIBUTESBADGESINVENTORYThree types of actionsTraining
actions#pledgeloyalty #moverealm #buypotionGet familiarized with
the universe, improve avatarCombat actions#attack #seduce #betray
#givecoinGenerate conversation, involve 3rd partyWar actions#attack
REALMOrganize strategy, create sense of community (1hr/week)
Potions
Special Items
The importance of pacing
Levels of engagement
InteractiveNon-activeProducerGeneral contentInteractive
contentDeep content
Mike Dicks at BleedinEdgeCasual player:@19Reinos #Atack #MAD
#ViveponienteBadges
Loyalty Badges
Frequent players, not necessarily very activeCourage Badges
Really active playersDifferent people enjoy different things
http://amyjokim.com/2012/09/19/social-engagement-whos-playing-how-do-they-like-to-engage/AchieversSocializersExplorersKillersBartle
typesBlend story and game mechanics
Channeling behaviours
Rewarding behaviours that generate conversationNot rewarding
behaviours than might generate spam or cheatingBalancing wealth in
game economy
Law of conservationFlexibility weekly wage
Codes
JWZE8
Implementation
leaves roomfor responses on-the-fly
https://www.youtube.com/watch?v=6LE6QeXsGdc
Automated interactivityEncourage User Generated Content
Leave gaps to be filled
Listen and react
Let it go
19 Reinos Stats+5600 players126,500 messages on Twitter3200
tweets per battleFinal battle: 123 tweets per minute36,000
attacks1300 seductions5400 betrayals6000 coin exchanges155
kingslayers82 kings during the gameMore than 1000 people in Callao
at the coronationTake-awaysDefine roles and design your own
collaborationCreate User Journey (Platforms & Emotional)Engage:
play with pacing and personalizationBe flexible: Add wins and
remove failsConsider different types of audiencesNever
underestimate their intelligenceCreate a territory and let it
go
And always
AUDIENCEplace the audience at the centreBeln Santa-OlallaSenior
Creative [email protected]_SantaEmail: [email protected]:
http://www.conducttr.com
