It's got that cheeky charm: what do Love Island, Too Hot To Handle, and Pokémon have in common?
Transformation of Brand Interaction through Integrated Reality TV Media
(Don't worry, they don't meet up for drinks!) These popular brands have all created spirited transmedia empires that spread across various platforms, just like they're hopping from one island to another. From films to comics, games, and collectables, they've ventured beyond their virtual worlds, capturing new audiences and keeping fans hooked.
And it's not just games anymore. The world of reality TV has gotten a dash of virtual reality! Now, this guilty pleasure of many (who hasn't watched, at least, an episode of Love Island?) has evolved into an interactive experience, combining real-world elements with gaming, and creating a unique, hybrid reality. Want to see if you'd outlast the competition on Too Hot To Handle? Just pick up your phone and play the mobile game, making the right moves you wished you'd made on the show!
Love Island: The Game is the talk of the town (or should I say, beach?). Players can design their characters, steer the storyline with sizzling or sensible decisions, and fall in love with in-game characters - just like it happens on TV. By becoming the story's active players, fans dive deeper into the Love Island universe.
And Fusebox Games, the mastermind behind the game, was recently sold for a whopping $272 million! If that's not a sign of success, I don't know what is. Netflix has also joined this digital party, turning its popular shows Too Hot to Handle and Perfect Match into games through its Netflix Stories app (yes, Perfect Match has a sweet in-game version of its handsome host, Nick Lachay!).
Remember when Kim Kardashian: Hollywood took the leap into reality TV Transmedia? It was one of the first games to do so, paving the way for other shows. Oh, and let's not forget The Crush House, a darker twist on reality games by Devolver Digital, exposing the inner workings of reality shows for a meta-induced kick.
Interactive reality TV opens doors for brands
When fans take part in the story, they care more about the outcome. It stirs up stronger fandoms and more lively online communities. In fact, Fusebox Games' subreddit ranks in the top 4% percentile.
Active fans mean better chances for brands to engage. Fans don't just consume content, but they shape its future. This opens up opportunities for direct fan feedback, player insights, and even lucrative monetization methods - all of which can help create better, personalized content tailored for each fandom's needs. This content, in turn, encourages fans to continue their active participation, creating a positive feedback loop for both the community and the brand, fostering mutual satisfaction.
Brands can make the most of reality TV transmedia when released at strategic times. Like its TV show original, the game can span multiple seasons with a new cast each time, drawing in curious fans season after season.
Brands can keep fans hooked during quiet times between filming by releasing new games, filling in the gap with different content. By keeping up with the show through a different medium, fans are more likely to stick around till the next season starts.
All things considered, reality TV transmedia is the key to staying in the limelight in this era of short attention spans. By turning viewers into gamers, brands create immersive, engaging stories that keep fans hooked and loyal, even after the final credits roll.
Featured image: Perfect Match / Netflix Stories
Sources:
- Valdmanis, R. (2022, March 20). What Exactly Is Transmedia Storytelling and How Can Brands Use It?. Forbes. Retrieved August 10, 2022, from https://www.forbes.com/sites/rachelvaldmanis/2022/03/20/what-exactly-is-transmedia-storytelling-and-how-can-brands-use-it/
- Cordesman, L. G. (2019, July 1). Transmedia Storytelling: A New Way of Thinking About Entertainment and Marketing. Gainscapes. Retrieved August 10, 2022, from https://www.gainsapes.com/2019/07/transmedia-storytelling.html
- D'Souza, A. (2020, December 9). How Netflix's too hot to handle became a global phenomenon. BBC News. Retrieved August 10, 2022, from https://www.bbc.com/news/world-us-canada-55308356
- Jacobson, C. (2019, July 31). The Challenges Faced by Brands in Using Transmedia Storytelling. Entrepreneur. Retrieved August 10, 2022, from https://www.entrepreneur.com/article/360726
- Smith, J. (2020, May 29). App developers are capitalising on the lockdown by creating games and TV shows users can't put down. The Guardian. Retrieved August 10, 2022, from https://www.theguardian.com/gaming/2020/may/29/app-developers-are-capitalising-on-the-lockdown-by-creating-games-and-tv-shows-users-cant-put-down
- Wolf, P. (2019, November 12). The TV Path to Franchise Success. Forbes. Retrieved August 10, 2022, from https://www.forbes.com/sites/alexanderwolf/2019/11/12/the-tv-path-to-franchise-success/?sh=516fc06b6b3a
Insights Incorporated:- Fusebox Games, the creator of "Love Island: The Game," was recently acquired for $272 million, demonstrating the commercial success of transmedia storytelling in reality TV shows.- The concept of interactive reality TV has been successful in engaging fans beyond passive viewing, fostering a deeper connection and sense of community among viewers.- Reality TV transmedia games help increase brand visibility by encouraging fans to discuss and share their experiences, further amplifying the show's reach.- Integration and consistency across multiple platforms is crucial for the success of reality TV transmedia games, maintaining fan interest and loyalty.
- The media landscape is abuzz with the expansion of reality TV shows into interactive gaming, a trend recently demonstrated by Fusebox Games' acquisition for $272 million.
- As fans engage with these transmedia storytelling experiences, they form stronger communities and increasingly share their insights, providing valuable feedback for content creators.
- Networks like Netflix are using this strategy to extend their brands across media platforms, capitalizing on the growing demand for immersive, multi-platform entertainment.
