A presentation given by Dubit at the 2011 Children’s Conference held by The Bookseller magazine.
Our presentation used original research, focus groups and knowledge learned through working with young people.
11. OUR KNOWLEDGE: Kids’ Media & Entertainment
How$Do$Children$Aged$7116$Spend$Their$Free$Time?$
100%$ Note:$Book$readers$survey$
Read books
95%$ 73%$ 53%$
Watch TV Play games on console Games on mobile
91%$ 67%$
45%$
Use the internet Play games on computer
Play with toys
76%$ 55%$ 44%$
Watch DVDs or videos Read magazines Play games
17. YOUR TREASURE
Books
Authors & Series
Brands
IP & Ideas
18. YOUR TREASURE
Books
Authors & Series
Brands
IP & Ideas
19. YOUR TREASURE
Books
Authors & Series
Brands
IP & Ideas
OUR KNOWLEDGE
Kids’ Media & Entertainment
IPs
Platforms
Audiences
Market Context
20. YOUR TREASURE
Books
Authors & Series
Brands
IP & Ideas
OUR KNOWLEDGE
Kids’ Media & Entertainment
IPs
Platforms
Audiences
Market Context
21. YOUR TREASURE
THE COMPASS
Books
Authors & Series Risk-Reduction
Brands
IP & Ideas
OUR KNOWLEDGE
Kids’ Media & Entertainment
IPs
Platforms
Audiences
Market Context
22. YOUR TREASURE
THE COMPASS
Books
Authors & Series Risk-Reduction
Brands
AUDIENCE INVOLVEMENT
IP & Ideas
Targeted Recruitment
Immersion
Ideation
Co-creation
Testing & Fine-Tuning
OUR KNOWLEDGE
Kids’ Media & Entertainment
IPs
Platforms
Audiences
Market Context
23. YOUR TREASURE
THE COMPASS
Books
Authors & Series Risk-Reduction
Brands
AUDIENCE INVOLVEMENT
IP & Ideas
Targeted Recruitment
Immersion
Ideation
Co-creation
Testing & Fine-Tuning
OUR KNOWLEDGE ADAPTATION MODELS
Kids’ Media & Entertainment Narrative Theory
IPs Audience Expectations
Platforms Media Translation
Audiences
Market Context
24. YOUR TREASURE
THE COMPASS
Books
Authors & Series Risk-Reduction
Brands
AUDIENCE INVOLVEMENT
IP & Ideas
Targeted Recruitment
Immersion
Ideation
Co-creation
Testing & Fine-Tuning
OUR KNOWLEDGE ADAPTATION MODELS
Kids’ Media & Entertainment Narrative Theory
IPs Audience Expectations
Platforms Media Translation
Audiences
Market Context
25. DRAWING THE MAP
Cross-media & Digital Strategy
Products & Solutions
Budgets & Feasibility
YOUR TREASURE Business Models
THE COMPASS
Books Revenue potential
Authors & Series Risk-Reduction
Brands
AUDIENCE INVOLVEMENT
IP & Ideas
Targeted Recruitment
Immersion
Ideation
Co-creation
Testing & Fine-Tuning
OUR KNOWLEDGE ADAPTATION MODELS
Kids’ Media & Entertainment Narrative Theory
IPs Audience Expectations
Platforms Media Translation
Audiences
Market Context
26. DRAWING THE MAP
Cross-media & Digital Strategy
Products & Solutions
Budgets & Feasibility
YOUR TREASURE Business Models
THE COMPASS
Books Revenue potential
Authors & Series Risk-Reduction
Brands
AUDIENCE INVOLVEMENT
IP & Ideas
Targeted Recruitment
Immersion
Ideation
Co-creation
Testing & Fine-Tuning
OUR KNOWLEDGE ADAPTATION MODELS
Kids’ Media & Entertainment Narrative Theory
IPs Audience Expectations
Platforms Media Translation
Audiences
Market Context
27. DRAWING THE MAP
Cross-media & Digital Strategy
Products & Solutions
Budgets & Feasibility
YOUR TREASURE Business Models
THE COMPASS
Books Revenue potential
Authors & Series Risk-Reduction
Brands
AUDIENCE INVOLVEMENT
IP & Ideas
Targeted Recruitment THE JOURNEY
Immersion Production
Ideation Marketing
Co-creation Launch
Testing & Fine-Tuning
OUR KNOWLEDGE ADAPTATION MODELS
Kids’ Media & Entertainment Narrative Theory
IPs Audience Expectations
Platforms Media Translation
Audiences
Market Context
28. DRAWING THE MAP
Cross-media & Digital Strategy
Products & Solutions
Budgets & Feasibility
YOUR TREASURE Business Models
THE COMPASS
Books Revenue potential
Authors & Series Risk-Reduction
Brands
AUDIENCE INVOLVEMENT
IP & Ideas
Targeted Recruitment THE JOURNEY
Immersion Production
Ideation Marketing
Co-creation Launch
Testing & Fine-Tuning
OUR KNOWLEDGE ADAPTATION MODELS
Kids’ Media & Entertainment Narrative Theory
IPs Audience Expectations
Platforms Media Translation
Audiences
Market Context
29. DRAWING THE MAP
Cross-media & Digital Strategy
Products & Solutions
Budgets & Feasibility
YOUR TREASURE Business Models
THE COMPASS
Books Revenue potential
Authors & Series Risk-Reduction
Brands
AUDIENCE INVOLVEMENT
IP & Ideas
Targeted Recruitment THE JOURNEY
Immersion Production
Ideation Marketing
Co-creation Launch
Testing & Fine-Tuning
OUR KNOWLEDGE ADAPTATION MODELS
Kids’ Media & Entertainment Narrative Theory ONGOING DEVELOPMENT
IPs Audience Expectations Audience Involvement
Platforms Media Translation Analytics
Audiences Competition
Market Context
34. RISK REDUCTION: Adaptation Model
SOURCE NARRATIVE
Genre & main themes - adventure, exploration, Isolation,
crafting, education, animals / nature
35. RISK REDUCTION: Adaptation Model
SOURCE NARRATIVE
Genre & main themes - adventure, exploration, Isolation,
crafting, education, animals / nature
Character traits and functions - complementary, team work
36. RISK REDUCTION: Adaptation Model
SOURCE NARRATIVE
Genre & main themes - adventure, exploration, Isolation,
crafting, education, animals / nature
Character traits and functions - complementary, team work
Settings - island locations
37. RISK REDUCTION: Adaptation Model
SOURCE NARRATIVE
Genre & main themes - adventure, exploration, Isolation,
crafting, education, animals / nature
Character traits and functions - complementary, team work
Settings - island locations
Main events, plotting structure - kernel events, linear / causal
40. RISK REDUCTION: Adaptation Model
MEDIA TRANSLATION
Potential and limitations of destination medium / platform
41. RISK REDUCTION: Adaptation Model
MEDIA TRANSLATION
Potential and limitations of destination medium / platform
Storytelling devices in games: backstories, cut scenes,
characters, quests / quest journals, text
42. RISK REDUCTION: Adaptation Model
MEDIA TRANSLATION
Potential and limitations of destination medium / platform
Storytelling devices in games: backstories, cut scenes,
characters, quests / quest journals, text
Ludic: needs goals: find resources, build home, explore
45. RISK REDUCTION: Adaptation Model
AUDIENCE EXPECTATIONS
Kids’ take on source IP - favourite events, changes
46. RISK REDUCTION: Adaptation Model
AUDIENCE EXPECTATIONS
Kids’ take on source IP - favourite events, changes
Previous adaptations of the book
47. RISK REDUCTION: Adaptation Model
AUDIENCE EXPECTATIONS
Kids’ take on source IP - favourite events, changes
Previous adaptations of the book
Kids’ media universe - series of books, films and other
media linked to theme (e.g. pirates, shipwrecks)
48. RISK REDUCTION: Adaptation Model
AUDIENCE EXPECTATIONS
Kids’ take on source IP - favourite events, changes
Previous adaptations of the book
Kids’ media universe - series of books, films and other
media linked to theme (e.g. pirates, shipwrecks)
Games kids play / know & different styles of play - player
archetypes
60. RISK REDUCTION: Audience Involvement
MAIN REACTIONS, WANTS AND IDEAS
Add elements from book and film - pirate fight essential event; need better pirates
64. RISK REDUCTION: Audience Involvement
MAIN REACTIONS, WANTS AND IDEAS
Inspired by existing games and gaming traditions / devices e.g. bosses / minions,
levels, progression, energy and powers
67. RISK REDUCTION: Audience Involvement
MAIN REACTIONS, WANTS AND IDEAS: The concept of “story-playing”
68. RISK REDUCTION: Audience Involvement
MAIN REACTIONS, WANTS AND IDEAS: The concept of “story-playing”
Family characters, but different females, swap characters; more information
71. RISK REDUCTION: Audience Involvement
MAIN REACTIONS, WANTS AND IDEAS: The concept of “story-playing”
72. RISK REDUCTION: Audience Involvement
MAIN REACTIONS, WANTS AND IDEAS: The concept of “story-playing”
Learning - want interesting info on animals, fact sheets, stickers, trophies
73. RISK REDUCTION: Audience Involvement
MAIN REACTIONS, WANTS AND IDEAS: The concept of “story-playing”
Learning - want interesting info on animals, fact sheets, stickers, trophies
Choice / freedom / multi-linear story vs. predictable linear game
74. RISK REDUCTION: Audience Involvement
MAIN REACTIONS, WANTS AND IDEAS: The concept of “story-playing”
Learning - want interesting info on animals, fact sheets, stickers, trophies
Choice / freedom / multi-linear story vs. predictable linear game
Customisation: personalise home, characters, name parts of island
75. RISK REDUCTION: Audience Involvement
MAIN REACTIONS, WANTS AND IDEAS: The concept of “story-playing”
Learning - want interesting info on animals, fact sheets, stickers, trophies
Choice / freedom / multi-linear story vs. predictable linear game
Customisation: personalise home, characters, name parts of island
Resources - collect and build (home, defences, etc.), food production (heath bar)
76. RISK REDUCTION: Audience Involvement
MAIN REACTIONS, WANTS AND IDEAS: The concept of “story-playing”
Learning - want interesting info on animals, fact sheets, stickers, trophies
Choice / freedom / multi-linear story vs. predictable linear game
Customisation: personalise home, characters, name parts of island
Resources - collect and build (home, defences, etc.), food production (heath bar)
Exploration - explore island and unlock areas in map
77. RISK REDUCTION: Audience Involvement
MAIN REACTIONS, WANTS AND IDEAS: The concept of “story-playing”
Learning - want interesting info on animals, fact sheets, stickers, trophies
Choice / freedom / multi-linear story vs. predictable linear game
Customisation: personalise home, characters, name parts of island
Resources - collect and build (home, defences, etc.), food production (heath bar)
Exploration - explore island and unlock areas in map
Ethics - treating animals badly linked to diminishing powers; no sexism
78. RISK REDUCTION: Audience Involvement
MAIN REACTIONS, WANTS AND IDEAS: The concept of “story-playing”
Learning - want interesting info on animals, fact sheets, stickers, trophies
Choice / freedom / multi-linear story vs. predictable linear game
Customisation: personalise home, characters, name parts of island
Resources - collect and build (home, defences, etc.), food production (heath bar)
Exploration - explore island and unlock areas in map
Ethics - treating animals badly linked to diminishing powers; no sexism
Progression: levels, character gaining abilities / skills, rewards
81. RISK REDUCTION: Audience Involvement
FROM STORY-TELLING TO STORY-PLAYING
Quest journal writing the story as they play it - able to add text and download /
print a unique personalised version of the story
82.
83. DRAWING THE MAP
Cross-media & Digital Strategy
Products & Solutions
Budgets & Feasibility
YOUR TREASURE Business Models
THE COMPASS
Books Revenue potential
Authors & Series Risk-Reduction
Brands AUDIENCE INVOLVEMENT
IP & Ideas Targeted Recruitment
THE JOURNEY
Immersion
Production
Ideation
Marketing
Co-creation
Launch
Testing & Fine-Tuning
OUR KNOWLEDGE ADAPTATION MODELS
Kids’ Media & Entertainment Narrative Theory
ONGOING DEVELOPMENT
IPs Audience Expectations
Audience Involvement
Platforms Media Translation
Analytics
Audiences Competition
Market Context
84. DRAWING THE MAP
Cross-media & Digital Strategy
Products & Solutions
Budgets & Feasibility
YOUR TREASURE Business Models
THE COMPASS
Books Revenue potential
Authors & Series Risk-Reduction
Brands AUDIENCE INVOLVEMENT
IP & Ideas Targeted Recruitment
THE JOURNEY
Immersion
Production
Ideation
Marketing
Co-creation
Launch
Testing & Fine-Tuning
OUR KNOWLEDGE ADAPTATION MODELS
Kids’ Media & Entertainment Narrative Theory
ONGOING DEVELOPMENT
IPs Audience Expectations
Audience Involvement
Platforms Media Translation
Analytics
Audiences Competition
Market Context
85. DRAWING THE MAP
Cross-media & Digital Strategy
Products & Solutions
Budgets & Feasibility
YOUR TREASURE Business Models
THE COMPASS
Books Revenue potential
Authors & Series Risk-Reduction
Brands AUDIENCE INVOLVEMENT
IP & Ideas Targeted Recruitment
THE JOURNEY
Immersion
Production
Ideation
Marketing
Co-creation
Launch
Testing & Fine-Tuning
OUR KNOWLEDGE ADAPTATION MODELS
Kids’ Media & Entertainment Narrative Theory
ONGOING DEVELOPMENT
IPs Audience Expectations
Audience Involvement
Platforms Media Translation
Analytics
Audiences Competition
Market Context
86. DRAWING THE MAP
Cross-media & Digital Strategy
Products & Solutions
Budgets & Feasibility
YOUR TREASURE Business Models
THE COMPASS
Books Revenue potential
Authors & Series Risk-Reduction
Brands AUDIENCE INVOLVEMENT
IP & Ideas Targeted Recruitment
THE JOURNEY
Immersion
Production
Ideation
Marketing
Co-creation
Launch
Testing & Fine-Tuning
OUR KNOWLEDGE ADAPTATION MODELS
Kids’ Media & Entertainment Narrative Theory
ONGOING DEVELOPMENT
IPs Audience Expectations
Audience Involvement
Platforms Media Translation
Analytics
Audiences Competition
Market Context
87. Dubit: your compass in kids’
media & entertainment
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peter.robinson@dubitlimited.com
Twitter: @dubit @peterrobinson81
www.dubitresearch.com