Steirer, Gregory and Matthew T. Payne. “Beyond Minnows and Whales: Reconstructing Mobile Gaming for the Cross-Platform Franchise.” White Paper research report presented to Warner Bros. Digital Distribution as part of the Connected Viewing Initiative sponsored by Warner Bros. and the University of California at Santa Barbara (2015).
This project identifies and evaluates possible methods of employing mobile gaming apps so as to support and increase consumption of cross-platform gaming franchises. In particular, we sought to analyze mobile gaming models that could drive engagement of cross-platform franchise games through connectivity features. We used market analysis, interface analysis, and small-scale focus testing among student gamers in order to identify the most promising engagement and cross-platform connectivity mechanisms given the current state of the mobile market and Warner Bros.’ own specific franchise and genre priorities. After producing an overview of the market and a general taxonomy of connectivity mechanisms, we examined the functionality of cross-platform interfaces according to three criteria: connectivity, visual/haptic design, and behavioral incentives. Though we expect publishers to continue to experiment with cross-platform franchise design over the next few years, our research suggests that unlockables represent the best mobile-to-console connectivity mechanism for their desirability and simplicity. Once we had concluded our primary research, we then applied our findings to the nascent WBPlay system so as to suggest how our research might inform WBIE’s future strategy with respect to cross-platform apps.