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Augmented Reality and Franchising: The Evolution of Media Mix Through Invizimals

Augmented Reality and Franchising: The Evolution of Media Mix Through Invizimals

Miguel Ángel Pérez-Gómez
Copyright: © 2020 |Pages: 13
ISBN13: 9781799831198|ISBN10: 1799831191|ISBN13 Softcover: 9781799837244|EISBN13: 9781799831204
DOI: 10.4018/978-1-7998-3119-8.ch007
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MLA

Pérez-Gómez, Miguel Ángel. "Augmented Reality and Franchising: The Evolution of Media Mix Through Invizimals." Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies, edited by Víctor Hernández-Santaolalla and Mónica Barrientos-Bueno, IGI Global, 2020, pp. 90-102. https://doi.org/10.4018/978-1-7998-3119-8.ch007

APA

Pérez-Gómez, M. Á. (2020). Augmented Reality and Franchising: The Evolution of Media Mix Through Invizimals. In V. Hernández-Santaolalla & M. Barrientos-Bueno (Eds.), Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies (pp. 90-102). IGI Global. https://doi.org/10.4018/978-1-7998-3119-8.ch007

Chicago

Pérez-Gómez, Miguel Ángel. "Augmented Reality and Franchising: The Evolution of Media Mix Through Invizimals." In Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies, edited by Víctor Hernández-Santaolalla and Mónica Barrientos-Bueno, 90-102. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-7998-3119-8.ch007

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Abstract

In 1996, with the advent of video game franchises like Pokemon (Game Freak, 1996-), the concept of media mix (originally a Japanese concept that refers to the communicative strategies in which media content is spread across multiple platforms) began to take off. However, media mix is not exclusively limited to Japanese productions. In 2009, Novarama, in collaboration with Sony Computer Entertainment Europe, launched the Spanish Augmented Reality video game Invizimals. A decade later, this universe has notably expanded across different platforms, evolving considerably from its original format: but falling short of integrating the entire universe. In this chapter, we examine hybridation between transmedia strategies and media mix through the Invizimals universe to demonstrate how the franchise has expanded a decade later to the point where it has consolidated its own strategic model for developing content.

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