A Journey Back to Childhood:
How Playtika Collaborated with Beloved Brand Peanuts
Collaborating with well-known character brands is a strategy to expanding audiences and finding a way to make the existing audience enjoy another layer of gameplay. These collaborations also positively impact game metrics by boosting player retention and session duration.
We'll explore how to integrate such collaborations using Playtika's partnership with Peanuts™ as an example. To get information firsthand, we spoke with Ran Sabag, Creative Group Management at Playtika, and received his expert commentary.
We'll explore how to integrate such collaborations using Playtika's partnership with Peanuts™ as an example. To get information firsthand, we spoke with Ran Sabag, Creative Group Management at Playtika, and received his expert commentary.
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This innovative approach to character integration is a testament to our unwavering dedication to both maintaining the integrity of beloved brands and enhancing the player experience in a meaningful way. We understand the importance of respecting and preserving the essence of these characters, and it is this commitment that underpins our every decision.
Brand compatibility with the game
For a successful collaboration, the first step is to choose a brand that seamlessly fits into your game. Let’s look at how Playtika approached this in their partnership.
Research shows that Solitaire games are popular among older generations. Therefore, when selecting a partner for Solitaire Grand Harvest, Playtika chose one of the most iconic retro comic characters—Snoopy. This collaboration evokes nostalgia, connecting players with childhood memories and strengthening their emotional attachment to the game. For younger generations, it introduces them to an iconic character.
Research shows that Solitaire games are popular among older generations. Therefore, when selecting a partner for Solitaire Grand Harvest, Playtika chose one of the most iconic retro comic characters—Snoopy. This collaboration evokes nostalgia, connecting players with childhood memories and strengthening their emotional attachment to the game. For younger generations, it introduces them to an iconic character.
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As a fan of the most classic cartoon character ever, I was thrilled to dive into this project. Integrating this beloved character into our game was an honor and a significant challenge. The task involved reconciling two brands operating within different graphic languages and narratives, each featuring a lovable animated dog and his friends with notably different appearances and characteristics.
Engaging players before the start of the event
Before the start of the collaboration, it is advisable to engage players in the upcoming event in advance.
A simple event announcement will intrigue players, but adding a themed poll on social media will engage them even more.
A simple event announcement will intrigue players, but adding a themed poll on social media will engage them even more.
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Before the event's launch, we engaged players through social media by asking them to share their favorite camping dishes. The most popular choice, "Roasted Marshmallow,’ was incorporated into the game, reflecting our commitment to player feedback and the community's power to influence the creative process.
How to begin: headliner event for a collaboration
First, choose the event that will serve as the main focus for the collaboration.
The design of this event should be fully reworked to reflect the collaboration. It's better to use a familiar long-term event. A new mechanic might distract players from the design, while an existing one lets them focus on the aesthetics. It's also technically easier to launch an event based on an existing mechanic.
In Solitaire Grand Harvest, the main event chosen was a decoration event. Players use currency earned in the core mechanics to purchase decorations and adorn their farm. Some decorations are also awarded as final prizes in other events. This approach helps retain players within the session and increases the completion rate of other events.
The design of this event should be fully reworked to reflect the collaboration. It's better to use a familiar long-term event. A new mechanic might distract players from the design, while an existing one lets them focus on the aesthetics. It's also technically easier to launch an event based on an existing mechanic.
In Solitaire Grand Harvest, the main event chosen was a decoration event. Players use currency earned in the core mechanics to purchase decorations and adorn their farm. Some decorations are also awarded as final prizes in other events. This approach helps retain players within the session and increases the completion rate of other events.
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One of the key challenges we faced was the inherent separation of Snoopy's universe from that of our game's farm animals. To overcome this, we utilized the mechanic of our "Collection" island—a designated area within the game and gave it a "Snoopy makeover."
This ‘detached’ section serves as Snoopy's summer camp, where players can interact with the iconic character and his companions, fostering engagement and connectivity.
This ‘detached’ section serves as Snoopy's summer camp, where players can interact with the iconic character and his companions, fostering engagement and connectivity.
How to attract players to the main event
A Bold Introduction. Add something unique to the game that grabs the player's attention.
In Solitaire Grand Harvest, an intro was added to introduce the collaboration. When the event starts, players see an animation showing how Snoopy enters the world of Solitaire Grand Harvest and the adventures that await him. This is the first time players see an animated video in the event, making it a captivating attention-grabber.
In Solitaire Grand Harvest, an intro was added to introduce the collaboration. When the event starts, players see an animation showing how Snoopy enters the world of Solitaire Grand Harvest and the adventures that await him. This is the first time players see an animated video in the event, making it a captivating attention-grabber.
Enhanced Rewards. Highlight a valuable reward at the start to capture the player's interest.
In Solitaire Grand Harvest, players are immediately shown that they will receive an increased reward in the event compared to previous versions.
In Solitaire Grand Harvest, players are immediately shown that they will receive an increased reward in the event compared to previous versions.
Memories to Keep. Leave a lasing reminder of collaboration in the game. Players are more likely to engage in an event if they know the results won't disappear when it ends but will remain permanently.
In Solitaire Grand Harvest, the decorations featuring Snoopy that players earn during the event stay with them forever.
In Solitaire Grand Harvest, the decorations featuring Snoopy that players earn during the event stay with them forever.
Step two: infuse the collaboration with vibrant emotions
The more emotions a player experiences, the stronger their desire to return for more. This approach positively impacts Day-over-Day (DoD) retention, motivating players to come back daily.
In Solitaire Grand Harvest, an additional daily bonus was introduced as a generator of positive emotions.
A Fresh Experience with Familiar Mechanics. The bonus mechanics are similar to existing ones in the game, making implementation less labor-intensive. However, the design is distinct, giving players a sense of novelty.
Double Rewards on Login. By adding an extra bonus, players receive double rewards when logging in. This immediate boost of positive emotions encourages them to return.
The Thrill of the Unknown. The additional bonus offers rare rewards, with the contents unknown until received. The excitement of potentially getting something valuable motivates players to log in daily for their next reward.
Time-Limited Rewards. Most rewards are time-limited bonuses that activate immediately upon receipt. Players are reluctant to waste this advantage, keeping them engaged in the game for longer sessions.
In Solitaire Grand Harvest, an additional daily bonus was introduced as a generator of positive emotions.
A Fresh Experience with Familiar Mechanics. The bonus mechanics are similar to existing ones in the game, making implementation less labor-intensive. However, the design is distinct, giving players a sense of novelty.
Double Rewards on Login. By adding an extra bonus, players receive double rewards when logging in. This immediate boost of positive emotions encourages them to return.
The Thrill of the Unknown. The additional bonus offers rare rewards, with the contents unknown until received. The excitement of potentially getting something valuable motivates players to log in daily for their next reward.
Time-Limited Rewards. Most rewards are time-limited bonuses that activate immediately upon receipt. Players are reluctant to waste this advantage, keeping them engaged in the game for longer sessions.
Continuing engagement: integrate the collaboration into other mechanics
The next step is to strengthen the player's interest in the collaboration. Instead of completely redesigning events, just add key highlights.. Let's look at how Solitaire Grand Harvest integrated these highlights into other events.
Event-quest Linked to an Existing Event
In the event-quest, players are offered a reward for completing three objectives in a parallel event. The developers created a collaboration-themed start window for the event-quest, while the parallel event remained unchanged.
This approach is easy to implement, making it adaptable to any game.
Event-quest Linked to an Existing Event
In the event-quest, players are offered a reward for completing three objectives in a parallel event. The developers created a collaboration-themed start window for the event-quest, while the parallel event remained unchanged.
This approach is easy to implement, making it adaptable to any game.
Designing Specific Event Rewards to Match the Collaboration
In the event with a pass, a themed pack with collectible cards, designed around the collaboration, was added. The pack differs from others only in its design and is available exclusively in the paid reward line of this event.
The unique design attracts players, and the mystery of its contents adds extra intrigue. Thematic packs occasionally appear in the paid pass line, and their rarity likely proved effective, which probably led to their inclusion in the collaboration.
In the event with a pass, a themed pack with collectible cards, designed around the collaboration, was added. The pack differs from others only in its design and is available exclusively in the paid reward line of this event.
The unique design attracts players, and the mystery of its contents adds extra intrigue. Thematic packs occasionally appear in the paid pass line, and their rarity likely proved effective, which probably led to their inclusion in the collaboration.
Immersing players in the collaboration theme through design
To fully immerse players in the collaboration, thematic design elements are added throughout the game. In Solitaire Grand Harvest, various mechanics were enhanced with comic-style drawings and animations to fit the collaboration theme:
- The hourly bonus features a continuous animation with Snoopy.
- The level window has a permanent Snoopy background.
- Drawn elements were added to the promotion and store windows.
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Additionally, we meticulously tailored the graphic style and aesthetics of in-game items to align with the Peanuts brand. Our talented concept and art teams dedicated significant effort to ensure that every element resonated with Charles M. Schulz's
artistic vision, achieving remarkably high fidelity to the original materials.
artistic vision, achieving remarkably high fidelity to the original materials.
Don't forget about newcomers
New players join the game during the collaboration and the advertising campaign for it. Since Live Ops don’t unlock immediately in games, it's important to let newcomers know when they will encounter the character promised in the advertisement.
At Playtika, a special pop-up was added for newcomers when starting the game, informing them when Snoopy will appear. Additionally, the daily bonus featuring Snoopy was made available to newcomers as well.
At Playtika, a special pop-up was added for newcomers when starting the game, informing them when Snoopy will appear. Additionally, the daily bonus featuring Snoopy was made available to newcomers as well.
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However, it is essential to note that Snoopy's features remain locked until players reach level 48. We implemented a dynamic pop-up notification that incentivizes players to progress to this level and engage with Snoopy directly. Furthermore, to assist new players in their journey, Snoopy offers daily gifts that help them unlock access to the "collection" feature, ensuring that everyone—from seasoned veterans to newcomers—feel welcomed and excited about the game.
Conclusion
In summary, collaborations have a positive impact on key metrics like DoD Retention, Session Extension, and Event Completion Rate. To successfully implement a collaboration, follow these steps:
1. Choose a brand that aligns with your game's audience.
2. Intrigue players with a new event in advance.
3. Select the main headliner event for the collaboration, ideally a long-term event with familiar mechanics.
4. Completely redesign the main event with the collaboration theme and draw players' attention to it. 5. Introduce daily unique gifts.
6. Add small collaboration-themed highlights to other events in the game.
7. Update the design of frequently used game windows to match the collaboration theme.
8. Add an event unlock pop-up for newcomers
9. Enjoy the increased revenue from your game.
1. Choose a brand that aligns with your game's audience.
2. Intrigue players with a new event in advance.
3. Select the main headliner event for the collaboration, ideally a long-term event with familiar mechanics.
4. Completely redesign the main event with the collaboration theme and draw players' attention to it. 5. Introduce daily unique gifts.
6. Add small collaboration-themed highlights to other events in the game.
7. Update the design of frequently used game windows to match the collaboration theme.
8. Add an event unlock pop-up for newcomers
9. Enjoy the increased revenue from your game.