Making the Old New Again: Reviving Content with Transmedia Techniques and Connected Toys


Beth-header
The mystical magical fountain of youth was a place where if
you drank the waters – the old would become young again.  While we are still searching for these
waters for us mere humans – certain entertainment properties have unlocked the
source:  adaptation, modernization
and transmediation. 

Adaptations to modern worlds have long been a means for
modernizing classic stories for young audiences. Converting Romeo and Juliet into a zombie flick in 2012
earned Warm Bodies a very healthy
0-spyro-pose-1 box
office return and fans that may have never even heard of Shakespeare[1].  The low budget and very transmedia Lizzie Bennet Diaries has not only
earned its creators a nice return and a huge audience, it has set a precedent –
and provided funding and an eager audience – for a transmedia series around
another Jane Austin classic Emma.  Reviving IP, games and characters with
transmedia strategies is also a tool for existing game and toy companies.  Using these techniques, game and toy
companies can explore their vaults of IP and come out with already proven,
nostalgia-valued, new content, designed for new and dynamically oriented young audiences.   And Spyro, the Dragon and
Sklanders prove that transmedia techniques do indeed work for toys and games –
and can be incredibly profitable.

Spyro the Dragon was born in 1998.  Even then, he was an impressive gaming dragon and was
included as one of the “Top 10 Ten Dragons in Video Games” list.[2]
(Yes, there is such a thing.) While Spyro was a modest hit and had a new game
developed around him ever year since his birth, he really came into the big
league when he was shrunk down and literally miniaturized for hand-held gaming.   Things really exploded when he
went on his first Skylanders Adventure. 
Today Skylanders and Spyro – not even two years after their 2011 launch
– have earned Activision over $1 billion dollars as of January 2013[3]

Is there a formula for this type of revival success?

There was, of course, an element of the known and a
nostalgia for a loved character, and yet – the magic of Spyro’s monetization
wasn’t just about bringing him back at the right time and in the right form;
The spectacular success of Spyro and Skylanders lies in all of this – plus
adding in the modern element of transmedia engagement and connected toys. 

Between 2007 and 2011 – Spyro  underwent a massive expansion into multiple platforms created
by various development houses so that when it released it would be available
for PS3, X-box 360, 3DS, Wii, iPhone, iPad, web and PC versions.   In addition to this greater
expanded and cross platform deployment, Spyro now had collectible cards and
toys and a wider universe of friends and enemies – 32 in all in the new
Skylanders storyworld[4].  All of this successfully aimed Spryo at
a younger target market that was itching for a hero and a fully fledged
storyworld for single player, co-op multi-player and competitive player versus
player modes. 

The full deployment of Spyro was a risk and may have been a
challenge for any one company to assume, but in this case, several developers
assumed responsibility for their platforms and joined together in the
venture.  And while multiple
platforms, multiple modes of play and an expanded storyworld all helped build
the fortunes of Spyro – now for Activision – it was the addition of real world –
connected – goods that made Spyro a billion dollar baby.


Skylander_2

Connecting the toys to the action of the game and allowing
the toys to retain the “save state” of the game play turned even hard-core
gamers into collectors of toys[5].

In a Gamezone
review and confession, hard-core game guy Mike Splechta expounds the value of
the connected toy[6]:

“The best thing about the
Skylanders figures is that not only will they adorn your shelf in all their
plastic-y glory, but you can take them down and actually use them in the game.
What's more is that leveling and items are all stored into each figure. This is
great for two things. First off, it's a quick and easy way for you to bring
your character over to a friend's house and continue using the character you
built up. Everything you then do in your friend's game will again be stored in
your figure so you can take all that progress back to your game. Another way
these "save states" can be used is for trading! I can already see
someone saying "I'll trade you my level 16 undead knight Chop Chop for
your level 15 electric dragon Zap!" It makes for a great mechanic for
those who have played some characters to death and won't mind parting with them
in exchange for someone else's leveled up character.”

The addition of connected toys expanded competition and game
play.  With real world “save
states” in the toys themselves, it aided retention, repeat usage and
affinity.  And via the expanded
world and character base – the connected toys dramatically increased monetization,
ARPU and the total lifetime value of the players.

Whether you are a digital game developer or a traditional
toy maker, there’s a lesson in the life of this little dragon:  You can make what’s old new again – if
you adapt, modernize – and connect the worlds in which your audience now
plays. 

 

Follow Beth @brogoz or @transmediasf 

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