How we used multi-screen experiences to drive DLC and level up player loyalty between releases.
Microsoft asked us: How can we prevent fans from defecting to other titles and keep them playing HALOand Gears of War longer?
Gamers who compete successfully against other gamers tend to play a title longer, spend more on downloadable content and are less likely to abandon the game. This told us that an engaged, game-centric community would be highly sustainable for future releases.
In established franchises, new players encounter a steep learning curve, taught brutally at the hands of their opponents.
Gamers will play titles that they play together as a group for longer periods than those they play alone.
Meta-game competition drives repeat use, with a vengeance.
Players spend console time playing the game itself, but Microsoft needed a broader strategy to help keep fans engaged beyond the Xbox.
The Halo Waypoint website destination made the vast universe of Halocontent accessible off-console, from videos, Machinima and motion comics, to interviews, podcasts forums and – most importantly – in-game stats.
The Halo: Waypoint website destination made the vast universe of Halocontent accessible off-console, from videos, Machinima and motion comics, to interviews, podcasts forums and – most importantly – in-game stats.
With the launch of Xbox Kinect, Halo: Waypoint was updated to include features that harnessed the platform’s groundbreaking technology.
The destination also features Halo Bulletin, blog posts, polls and forum posts. Additional links provide easy access to the player’s user profile as well as archived Bulletins and blog posts. A unique Calendar feature provides information on upcoming events.
We developed a multi-screen strategy, implementing seamless, always-on touch points between gameplay and Halo: Waypoint to give users a whole new immersive social experience across mobile, console, tablet and the web.
While the console experience offered more of an admiral’s level overview of broad topics, the mobile app was akin to a foot soldier’s sidearm – always at the ready, quick to utilize and highly functional.
We conceptualized ATLAS, the official, multiplayer companion to Halo, which serves up chapter-level strategy guides for purchase, based on an individual’s unique gameplay.
Built-in challenge functionality enabled gamers to test compete directly against friends and rivals in specific in-game situations.
Like Halo: Waypoint, War Journal was an interactive section that pulled stats directly from the game, allowing gamers to easily access them and interact with friends.
War Journal allowed players to track single and multiplayer achievements, along with 41 “collectible” items, to add depth to the game’s story
War Journal also provided players with insights from their stats data, such as which weapon they used most effectively and what areas of their gameplay needed improvement.
In both experiences, we amplified the most enjoyable aspects of each game: personal achievement in Halo multiplayer play, and the one-on-one challenge in Gears of War’s new arcade mode.
To implement this platform we prioritized journey touch points, established channel roles and focused resources where Halo and Gears of War could achieve their greatest impact.
Halo: Waypoint and Gears of War: War Journal are built around the most positive elements of the Halo and GoWcommunities.
Connect like-minded gamers and provide opportunities for taunts and challenges between friends.
Our digital products helped players improve their skills through statistics-based analysis to retain higher levels of multi-player engagement and make the Halo and Gears of War title launches the most successful in their respective franchise histories to date.
DLC Purchases Soarched Between Releases
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