The Conducttr Conference 2014
Belén Santa-Olalla
Game of Thrones: Immersive experience and audience engagement
@belen_santa
#cdttr2014
SocialMedia
Onlineevents
Live events
A new world awaits…
https://www.youtube.com/watch?v=X8HpCyIJqxI
Conducttr Role
AUDIENCE DATABASE
CONTENTDATABASE
GAME LOGIC
SOCIAL MEDIA, EMAIL
TELEPHONENETWORKS
DATALOG
PLAYER
INCLUDES:• POINTS• BADGES• INVENTORY
AS WELL AS• MESSAGES• POSTS• STATUS UPDATES
Team
• Project leader & Storytelling
Belén Santa-Olalla
• Game Mechanics & QA
Robert Pratten
• Implementation & Managemen
Eduardo Iglesias
• Project leader
Berni Melero
• Management & Production
Javier López
• Social Media Strategy
Cristina de Pablos
• Communications and Events
Cristina Merino
• Graphic Design & GoT QA
Gastón Mass
• Project leader
Gregòire Sierra
• Interface developer
Gilles Boison
Timescale
• Dec’13 – Conversation starts
• 15 Feb – Proposal gets approved
• 22 Feb – Spot shoot and Performance
• 17-18 Mar – Shoot webseries
• 7 Apr – Launch 4th season
Getting ready War
Experience development
2 31 4 5 6 7 8 9
Discovery
10
2 31 4 5
Live Events
OnlineExperience
Seriesepisodes
Webseries
Performance Coronation
22 Feb 7 Apr 5 May 16 June
Working with available resources
• What do we have in house?– Illustrator – Strategy Guide
– Production Unit – Webseries
– Broadcast slots – Spots and TV shows
• Turning around limitations:– One actor - monologue
– Addressing the audience
– Making the most out of exteriors
Character development
The wildling known as Edwyck
Will people identify with him? • Dry character• Rough language • Outlaw (deserted The Wall)===================================• Depth of character – Beneath the mask• Hard unveiled past• Sense of belonging: “Niñitos” (Kiddies)• One-and-one conversation with “warriors”• Clearly empowered by the character
Scriptwriting
One single scriptwriter Character BibleUnified tone across all channels
- Webseries- Live events- Conversation on Facebook- Graphic campaign
The power of Live Events http://www.youtube.com/watch?v=rfrgpVx6kDY
Three types of actions
• Training actions#pledgeloyalty #moverealm #buypotion
Get familiarized with the universe, improve avatar
• Combat actions#attack #seduce #betray #givecoin
Generate conversation, involve 3rd party
• War actions#attack REALM
Organize strategy, create sense of community (1hr/week)
Levels of engagement
Interactive
Non-active
Producer
General content
Interactive content
Deep content
Mike Dicks at BleedinEdge
Casual player:@19Reinos #Atack #MAD #Viveponiente
Different people enjoy different things
http://amyjokim.com/2012/09/19/social-engagement-whos-playing-how-do-they-like-to-engage/
Achievers
SocializersExplorers
Killers
Bartle types
Channeling behaviours
• Rewarding behaviours that generate conversation• Not rewarding behaviours than might generate spam
or cheating
…leaves roomfor responses
on-the-fly
https://www.youtube.com/watch?v=6LE6QeXsGdc
Automated interactivity…
19 Reinos Stats
• +5600 players
• 126,500 messages on Twitter
• 3200 tweets per battle
• Final battle: 123 tweets per minute
• 36,000 attacks
• 1300 seductions
• 5400 betrayals
• 6000 coin exchanges
• 155 kingslayers
• 82 kings during the game
• More than 1000 people in Callao at the coronation
Take-aways
1. Define roles and design your own collaboration
2. Create User Journey (Platforms & Emotional)
3. Engage: play with pacing and personalization
4. Be flexible: Add wins and remove fails
5. Consider different types of audiences
6. Never underestimate their intelligence
7. Create a territory and let it go
And always…
Belén Santa-OlallaSenior Creative Consultant
@Belen_Santa
Email: [email protected]
Web: http://www.conducttr.com