imagine THE POSSIBILITIES

Transcription

1 imagine THE POSSIBILITIES

2 PLAYING IN THE NEW PHYGITAL HASBRO WHAT WAS A TOY AND GAME COMPANY

3 NOT A CANDY COMPANY

4 WHAT TO COVER BACKGROUND & EXPERIENCE EARLY LEARNINGS BUILDING A TEAM CHANGE SUCCESS

5 ME INDUSTRIAL DESIGNER TECHNOLOGIST EX PAT HUSBAND & FATHER & I HAVE A CONFESSION

6 ME NOT A GAMER

7 ME INTERACTIVE TOY DESIGNER

8 PROBLEMS IN TOY WORLD K.G.O.Y.?

9 PROBLEMS IN TOY WORLD K.G.O.Y. - Kids getting older younger

10 PROBLEMS IN TOY WORLD KGOY - Kids getting older younger Toys competing with Video Games Technology a distraction from toys

11

12 FEAR!!!

13 WHAT TO DO? If you cant beat them

14 WHAT TO DO? join them! ZAPPED GAMES LAZER TAG FURBY

15 WHAT WE LEARNED HASBRO YOU CANT SELL HALF AN EXPERIENCE!!!

16 WHAT WORKED

17 PANTRY SANDWICH MAKER

18 TRANSLATOR DICTIONARY

19

20 WHAT WE LEARNED + = GREAT PHYSICAL PLAY GREAT DIGITAL PLAY GREAT SUCCESS PLAY

21 ENGAGEMENT / TIME ACTUAL PROBLEM AGE IN YEARS

22 ENGAGEMENT / TIME OUR SOLUTION AGE IN YEARS

23 STRATEGY

24 PHYGITAL PLAY SPECTRUM PHYSICAL PLAY DIGITAL PLAY

25 A BRANDED PLAY COMPANY

26 BRAND BLUEPRINT

27 BRAND BLUEPRINT

28 NEXT PROJECTS

29 HOW 1. Build a bigger better team 2. Create a mission + philosophy 3. Prepare to push water up hill

30 TEAM TALENT (US/UK) GAME DESIGNERS / PRODUCERS / SOFTWARE ENGINEERS / ARTISTS / BRANDING DESIGNERS / PRODUCT DESIGNERS / PRODUCT ENGINEERS + UI/UX DESIGNERS

31 NETWORK OF DEVELOPERS (GLOBAL)

32 iplay MISSION Creating & delivering high quality, deeply immersive & magically interactive branded play experiences that combine physical and digital mediums in new, exciting and commercially successful forms.

33 CONSUMER INSIGHTS KIDS EXPECTATIONS INTERACTIVE & PLATFORMS KIDS MOVING FLUIDLY BETWEEN PHYSICAL & DIGITAL PLATFORMS KIDS WANT TO EXPLORE OUR WORLDS, STORIES AND CHARACTERS KIDS WANT TO CREATE & CUSTOMIZE THEIR EXPERIENCES

34 MORE PROBLEMS Team Built but no one else was ready Acceptance Misaligned Schedules Budgets Retailers bad taste in their mouth

35 A NEW WAY TO WORK Integrate with brand business and design teams to co-define consumer focused experiences & develop product and software in parallel. MARKETING DESIGN

36 A NEW WAY TO WORK Integrate with brand business and design teams to co-define consumer focused experiences & develop product and software in parallel. MARKETING MARKETING DESIGN DESIGN iplay

37 CONFLICTING PROCESS AGILE Vs WATERFALL SOFTWARE HARDWARE

38 CONFLICTING PROCESS Waterfall Agile Features FIXED Time Cost Quality Quality Time Cost VARIABLE Features PHYSICAL TOY MOBILE GAME

39 HASBROS MISSION

40 ENGAGEMENT STRATEGY DELIGHTFUL PLAY IMMERSIVE STORY INNOVATIVE TECH

41 ENGAGEMENT STRATEGY DELIGHTFUL PLAY IMMERSIVE STORY INNOVATIVE TECH

42 EXPERIENCE OBJECTIVES INCREASE AWARENESS OF THE BRAND Installs / New Users DEEPEN ENGAGEMENT WITH BRANDS Sessions & Retention INFLUENCE THE SALE OF TOYS Scanning / Connecting BEGIN TO BUILD DIGITAL REVENUE In-App Purchases (You can't do 3 or 4 without 1 & 2)

43 OUR EXPERIENCES BUILD EMOTIONAL CONNECTIONS WITH OUR CHARACTERS & BRANDS

44 OUR EXPERIENCES EXPAND ENGAGEMENT WITH TOYS, GAMES & CONSUMER PRODUCTS

45 OUR EXPERIENCES DRIVE PLAYER RETENTION WITH PHYSICAL/DIGITAL EXPERIENCES

46 OUR EXPERIENCES INCREASE REVENUE AT RETAIL AND EXPLORE NEW BUSINESS MODELS

47 AREAS OF FOCUS INTERNET OF TOYS TOYS TO LIFE

48 AREAS OF FOCUS INTERNET OF TOYS TOYS TO LIFE EXPLORE CREATE CONNECT COLLECT COMPETE LEARN

49 EXAMPLES

50 2012 FURBY : FURBY BOOM

51 PHYGITAL PLAY SPECTRUM PHYSICAL PLAY DIGITAL PLAY

52 CORE PLAY LOOP LAY EGGS HATCH EGGS NURTURE FURBLINGS COMPULSION

53 PHYGITAL PLAY FURBY SHOWER FURBY DOCTOR MINI GAMES: SOCCER/HIDE+SEEK

54

55 SURPRISE + DELIGHT FURBY BATHROOM

56 SURPRISE + DELIGHT FURBY BATHROOM

57 ENGAGEMENT STRATEGY DOWNLOAD FREE APP PLAY THROUGH THE GAME PURCHASE A +$50 TOY

58 ENGAGEMENT STRATEGY DOWNLOAD FREE APP PLAY THROUGH THE GAME (To get the golden Furbling) PURCHASE A +$50 TOY

59 ENGAGEMENT STRATEGY UPSELL VIDEOS IN-GAME ADS GIFT MECHANISM

60 ENGAGEMENT STRATEGY UPSELL VIDEOS IN-GAME ADS GIFT MECHANISM

61 FURBY BOOM

62 FURBY BOOM

63 ENGAGEMENT STRATEGY

64 +1M FURBLINGS SOLD

65 STRATEGY WORKING DELIGHTFUL PLAY IMMERSIVE STORY INNOVATIVE TECH

66 PHYSICAL PLAY DIGITAL PLAY

67 1. Scan or choose a pet 6. Level-up the Pet Shop 2. Play an activity 5. Design it your way 3. Level-up your pet! 4. Earn virtual rewards

68 LPS YOUR WORLD TRAILER

69

70 TRANSFORMERS Robots In Disguise: BATTLE/BRAWLER COLLECT & SCAN IN BOTS UNLOCK WEAPONS BATTLE SOME MORE SAVE THE CITY

71 TRANSFORMERS TRAILER

72

73 MY LITTLE PONY TRAILER

74

75 EQUESTRIA GIRLS MOBILE: CREATE AVATAR EXPLORE CANTERLOT HIGH SCAN IN CHARACTERS COMPLETE QUESTS MAKE FRIENDS

76 EQUESTRIA GIRLS TRAILER

77 PORTFOLIO PERFORMANCE + 40MM INSTALLS +3 MM MAU S (October 15)) FURBY BOOM YOUR WORLD ROBOTS IN DISGUISE FRIENDSHIP CELEBRATION EQUESTRIA GIRLS 10% CONVERSION (GLOBAL) 20% USER SCANNING (GLOBAL) 20% USER SCANNING (US/UK) 10% USER SCANNING (US/UK) 10% USER SCANNING (US/UK)

78

79 DATA

80 interactive innovative integrated informed inspired

81 MERCI BEAUCOUP