Gregor
Samsa2 awoke one morning from uneasy dreams to find his life
magically transformed forever…
The MAGE breaks the traditional boundaries of the
entertainment industry, as it
becomes a part or real-life emotions and unlike a book or a movie, is
omnipresent and not only when the player chooses to play. It takes the
new age
alternative reality gaming3 to an unprecedented level by
custom-designing the components to each individual player.
1MAGE –
2Gregor Samsa – The central character of Kafka’s
Metamorphosis who wakes up one morning to find his body has
transmogrified.
3Alternate Reality Gaming – Online games that have a specific goal of not only involving the
player with the story
and/or fictional characters but of connecting them to each other.
Involve a
host of websites and channels in a virtual treasure hunt.
STAGE-BY-STAGE
RUN THRU OF A TYPICAL GAME SEQUENCE
Raghav Kapur, an extremely
well-to-do industrialist living in Malabar
Hills, Mumbai is nearing his 40th birthday. At his college
reunion,
he reminisces with his old roommate, Trilokjit Sengupta and berates the
lifestyle he is leading, bereft of adventure or excitement. Trilokjit
recommends The MAGE to him and he contacts our office the next
weekend.
On our end, we conduct an extensive background research into the
lifestyle,
habits, passions, likes and dislikes, relationships of Raghav. At the
same
time, he is tested on his physical and mental capacities by our trained
specialist, which includes extensive medical check-ups and psychometric
profiling. He signs the warranty and legal empowerment documents. He is
given a
basic idea of The MAGE but informed that the details would be
communicated to him at a later point of time. In point of fact, MAGE
has
begun.
From
his information details, we have already learnt of Trilokjit’s
recommendation
and involved him in Raghav’s alternate reality. Through him, we access
him
through as many established sources as we can, and establish new
channels. For
instance, we have another friend gift him membership to an exclusive
club which
is a front operation entirely run by our employees a.k.a bots (whose
role in
the MAGE is to the utter oblivion of Raghav). We insert an
extensive
number of similar bots at various locations where the player is likely
to
interact, such as the security agency of his corporation, at the local
supermarket,
in his auto repair workshop. Through existing bots we introduce
multiple levels
of new bots, such as a fellow club member recommending a particular
psychiatrist to him. By doing so, by the time the player is involved
enough in
the MAGE to recognise something amiss, he can never tell which
relationships in his life are affected. At the same time, we gain
electronic
surveillance to his house, his phone lines, car, etc.
The alternate experience will
start affecting the player directly by the
introduction of a seemingly innocuous event like a girl at the club or
outside
his office asking him for a lift. The player will be put in situations,
which
will encourage him to get intrinsically involved in the activities of
our bots,
such as the girl he offered a ride to, or the supermarket giving him
empty milk
cartons, his car moving only in reverse after he gave it for servicing,
etc.
Based on his psychometric profiling and capacities, he will then be
absorbed
into an alternate reality semi-fantasy world with various levels of
action,
adventure, strategy, simulation and role play. For instance, he could
be
involved in an international espionage incident or stopped at a nakabandi
and a weapon/narcotics/large amounts of cash are found in his car and
is
arrested. Unknown to him, the entire episode would be part of The MAGE.
From then on, the possibilities are endless, and like the matrix…
“unfortunately, no one can be told what The MAGE is. You have
to
experience it for yourself.”
COST
PARAMETERS
Age: 18-45 years
Region: Urban
Occupation: White-collar service/professional, business
executive, entrepreneur
Sex: Male/Female
Religion: Insignificant
Social class: Upper Uppers
SEC: A1
Lifestyle: The player is a
corporate high-flyer or business tycoon, or a family member of the new
age
generation. Leads a high-stress low-excitement lifestyle and is looking
for new
avenues of entertainment and self-exploration. While being a
traditional
tie-and-jacket executive in the workplace, he is a buccaneer at heart
and
yearns for the excitement of new experiences. He is willing to
experiment, with
a sense of adventure and romance, looking out for ‘that little bit
more’ from
life.
Occasions: One time user
(initially)
User status: First time user
Loyalty status: Unaware
Readiness Stage: Uninformed
Attitude toward product: Enthusiastic, positive
MARKETING PLAN
The promotion has to
initially The MAGE as a unique life-changing experience without
elaborating on
the intricate aspects of the offering. We seek to generate brand equity
and
trust in the company, which will serve to initiate trial. Brand recall
should
be instant when the consumer sees the brand. The objective of the
initial
marketing effort is to generate a buzz within the target audience and
give them
the feeling that they are missing out on something in their lives.
Communication Medium and
Style
ALTERNATE
REVENUE GENERATION MODELS
Apart from individuals, our
clientele base has the potential to expand
ad be adapted within the basic framework of The MAGE experience to
corporate
training programs, defence and police force simulation exercises, group
MAGEs
and multiplayer modes (where the various players may or may not know
each other
but have interspersed MAGEing experiences) and elaborate practical
hoaxes.