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.
8. Not Ideal
No concurrent reinforcement of engagement
Long time between engagements
Breaks in engagement results in breaks of loyalty
Concurrent and continual engagement needed
17. 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
19. 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
44. 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
45. Increased Sales – Increased Exposure
Bonus
NEW 50%+ Revenue ~25%
Loyal
New Brand Exposure
Engagement
New Revenue
46. Stand Alone Epilogue
CG: Story Extension Action Adventure
CG: No Linking
Pub: Capcom
Rel: Dec 27, 2010
$10 on Xbox LIVE Arcade
47. 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.”
