Work at Play's Franchise Hub Model for video games. A Franchise Hub will: 1. Increase frequency of game play. 2. Entice gamers to spend more money. 3. Give you greater understanding of your gamer and their motivations. 4. Empower advocates for your game. 5. Encourage new gamers to try your game. This model was developed by our team over many years working with some of the biggest brands in video games. We have used it with great success in guiding the concept, design, and development of franchise hubs and companion apps.

1. work [at] play
Franchise Hubs for
Games

2. David.Gratton@workatplay.com
604-‐685-‐6418
WHY A FRANCHISE HUB?

3. David.Gratton@workatplay.com
604-‐685-‐6418
Game time is the scarce resource.
All games compete against each other.
vs
In the US, gamers are now spending
47% of their game time on their mobile devices.
-­‐
2013
PopCap
Games
Research

4. Our research has found close to 70% of gamers
• churn out when not engaged with the game IP for
8 consecutive days.
• will not buy a franchise’s sequel if they
haven’t completed over 25% of the previous game.

5. Why Develop a Franchise Hub
In today’s split attention, mobile and social world,
In today’s split attention, mobile and social world,
a Franchise Hub keeps gamers focused
we keep gamers focused on your game franchise.
David.Gratton@workatplay.com
604-‐685-‐6418
In today’s split attention, mobile,
and social world, you need to be
everywhere all the time.
A Franchise Hub is used to:
• Increase gameplay.
• Entice gamers to spend more money.
• Gain greater understanding of your
gamers and their motivations.
on your game franchise.
• Empower advocates for your game.
• Encourage new customers to try your
game.

6. David.Gratton@workatplay.com
604-‐685-‐6418
A Franchise Hub will …

7. David.Gratton@workatplay.com
604-‐685-‐6418
Increase frequency of play.

8. Entice gamers to
spend more money.
David.Gratton@workatplay.com
604-‐685-‐6418

9. David.Gratton@workatplay.com
604-‐685-‐6418
Give you greater understanding of
your gamer and their motivations.

10. David.Gratton@workatplay.com
604-‐685-‐6418
Empower advocates for your game.

11. David.Gratton@workatplay.com
604-‐685-‐6418
Encourage new customers to try your game.

12. A Franchise Hub is a Service
services multiple game touchpoints
Web Console
GAME AS
SERVICE
Social
Other
Media
Non-Game Point of Sale
Products
Mobile
Events

13. Traditional Game Release Model
In today’s social and mobile world gamer attention decays rapidly.
Game Release 1 DLC GOY David.Gratton@Game workatplay.Release com
2
604-‐685-‐6418
Gamers playing
• High
cost
of
customer
acquisi;on
for
each
release.
• High
rates
of
gamer
churn.
• Low
rates
of
game
comple;on.

14. Second Screen and Companion Apps
Engaging gamers before and after gameplay.
Game Release 1 DLC GOY David.Gratton@Game workatplay.Release com
2
604-‐685-‐6418
Gamers playing
• Improved
but
s;ll
high
acquisi;on
costs.
• Extends
game
play
session
;me
and
frequency.
• Higher
rates
of
game
comple;on.

15. Engaging gamers between title releases.
Game Release 1 DLC GOY David.Gratton@Game workatplay.Release com
2
604-‐685-‐6418
Gamers playing
Franchise Hub Model
Franchise
service model.
• Extends
game
play
session
;me
and
frequency
• High
rates
of
game
comple;on.
• Low
acquisi;on
costs.

16. Evergreen Engagement
Engaging gamers between title releases.
Game Release 1 DLC GOY David.Gratton@Game workatplay.Release com
2
604-‐685-‐6418
Gamers playing
$
• Reduced
costs
• Ads
new
revenue
streams.

17. David.Gratton@workatplay.com
604-‐685-‐6418
work [at] play’s
6 C’s Franchise Hub Model

18. The Work at Play 6 Cs Model
1. Core Hub Experience
2. Challenge
3. Compete
4. Compare
5. Community
6. Content
+ Relevance (﴾It was called Context but 7 Cs was ridiculous J.)﴿
Grouped into 3 layers.
1. The connecting experience (﴾Gray)﴿
2. The extended gameplay experience (﴾Blue)﴿
3. The franchise experience (﴾Red)﴿

19. The Core Hub Experience is the
MVP for the Franchise Hub.
Features that connect the
audience to the game, when
they are not in “game mode”.
Without these features the
experience would be
fundamentally flawed.
*Example
features
only.
Connecting Experience

20. Extended Gameplay Experience
This layer engages the gamer
before, during, and after game
play.
The experiences trigger the
gamer to re-‐engage with the
game and community.
*Example
features
only.

21. Core
Franchise Experience
Community tools and content
are game specific features.
This layer drives engagement
across titles.
The aim is to deepen gamer
investment in the franchise to
increase affinity and loyalty. To
do this effectively the content
needs to be personalized and
surfaced in a relevant manner.
*Example
features
only.

22. Key Performance Indicators
(﴾KPIs)﴿ are game specific.
A Franchise Hub is supported
by a “game as service” model.
The KPIs chosen need to
support the community and
game managers ability to
actively tune the features and
activities in the Franchise Hub.
*Example
features
only.
Measuring Success

23. Trusted for over 12 Years…
…to design valuable customer engagement experiences.

24. Questions, Comments,
and Inquiries?
Please send to:
David.Gratton@workatplay.com
David.Gratton@workatplay.com
604-‐685-‐6418
work [at] play
Work at Play
5th floor
329 Railway Street
Vancouver, B.C.
V6A 1A4 CANADA
604.685.6418