If it took this long for Hollywood to realize that diversity makes money—and they still haven’t gotten it—expect it to be a while before interactive entertainment gets as much consideration from networks and studios. A LA Games Conference buttressed my belief that traditional content creators must have a native 360 strategy. A script is not good enough these days, in my opinion. Though, as I’ve pointed out, the foundation material must be good. There was an awful Ninja movie that detailed their 360 strategy. The foundation material went straight-to-video. It wasn’t good. Here’s industry leaders weighing in on the importance of interactive entertainment as part of an overall strategy.

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Matt McMahon, CEO, Seriously: When you start to see that people come in and play these games on a daily basis in the millions. And the time that they’re spending which are tens of minutes every single day. That’s a lot. It’s an incredible engagement mechanism, it’s an incredible retention mechanism. The challenge becomes, “How do you actually speak to these people when the movie’s not out. We had a couple great games for Ice Age. The last movie was in 2014, and the next movie’s not going to come until—. There’s nothing that can fill the gap other than games.

Niccolo De Masi, CEO, GLU Mobile: I think in three years the overall Hollywood studio model will start saying. “How much are we getting from interactive? How much can we count on interactive when you think about your green light concepts?”

Chris Jacquemin, Head of Digital, WME Entertainment: And possibly think about interactive first. I think the idea of developing out a digital world and something that has that playability where you are engaging the fans from the beginning and then moving into publishing or television or features—that’s another way that I think we’ll start to see the marketplace begin to think about these properties.

 

–Ken Choy

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