here<\/a>.<\/p>\n\u201cGaming is massive for kids right now,\u201d Kleeman said. \u201cPer Dubit\u2019s most recent trends survey, only sleep and watching videos get a bigger share of young people\u2019s time. The difference between videos and games is almost inconsequential. Time spent on digital activities only grows with age. And it\u2019s not just a U.S. phenomenon. We survey seven countries, and in virtually all of them, between a fifth and a quarter of kids\u2019 time is spent on digital activities\u2014gaming, video and so forth. Once, linear led the way and games were an ancillary way to engage. Now, a lot of IPs launch game-first, and there are a lot of models for show to game and game to show. Most children\u2019s media companies see themselves as multiplatform franchise builders. They\u2019re all working to ensure that their content is aligned with young people and how they watch, engage and play.\u201d<\/p>\n
Games provide a slew of advantages, Kleeman explained. \u201cThey can be constantly updated or expanded in response to data you get from your audience, almost instantaneously. Games allow fans to interact with their favorite stories, characters and brands. Especially on platforms like Roblox and Fortnite, games offer the opportunity to let players \u2018wear\u2019 your brand in virtual space.\u201d<\/p>\n
On why gaming seems to be having such a moment among kids, Winder, CEO, executive producer and founder of Wind Sun Sky, noted: \u201cKids want to hang out with their friends, and that\u2019s where their friends are. They have communities on the gaming platforms they love.\u201d<\/p>\n
Tormo, head of gaming and interactive IPs at DeAPlaneta Entertainment, agreed, adding, \u201cGaming spaces have become social spaces. Kids are not only playing but also hanging out, going to concerts and having more social experiences than ever. They can be whoever they want to be. They can decide to be their favorite characters. And the level of customization of those places has become more interesting for them.\u201d<\/p>\n
Further, Tormo said, \u201cParents are now more familiar with the gaming world. This is also having an important influence on their kids.\u201d<\/p>\n
Kleeman asked Tormo to talk through how DeAPlaneta approaches bridging the worlds of content and gaming. She highlighted WonderPals<\/em>, which began as an NFT collection.<\/p>\n\u201cWe had to create a brand from scratch\u2014we only had an NFT set of images that were cute, but they didn\u2019t have any storytelling. We could see their potential because the designs were amazing, and the characters were so expressive. We had to define our audience. From that, you have to create engaging storytelling. Once you have the story, the lore, the universe, you can start thinking about the potential formats or platforms in which you will leverage that storytelling potential.\u201d<\/p>\n
It\u2019s a similar approach at Wind Sun Sky, Winder explained. \u201cWe start with character first. When you have characters that are compelling and relatable and that your audience cares about, that\u2019s all that matters. [Kids] want to engage with those characters on multiple touchpoints. We start by creating a universe bible with an ensemble of characters. From there, we strategize: Do we start with a game, shorts, a series or socials? It depends on the property, where it\u2019s at in its evolution, what the business strategy is and what the market is looking for.\u201d<\/p>\n
Exploring the intersections of content and gaming further, Kleeman asked Winder about Twilight Daycare: The Show!<\/em>, a linear series produced in Roblox. \u201cGamefam, the IP owner for Twilight Daycare<\/em>, was looking for a series that would work for their fans who were looking for a deeper connection to the characters. The conceit is very simple; it\u2019s a role-playing game, and you can either be a caretaker or a baby or a toddler. We created a story using the assets from the game itself. We worked with the Gamefam programming team, used the assets, developed original ones for the series and animated it in the platform. We took it to another level where we distributed the series itself within the game. For the pilot, we created an interactive opportunity where you could watch the show and then there was a scavenger hunt with one of the main characters within the game that you played right after watching the show.\u201d<\/p>\nThe success of that endeavor validated to Winder the importance of creating immersive experiences. \u201cThe gamification of content is something that fans, players and IP lovers are looking for. I think more games are going to become story worlds and more story worlds are going to become gamified. The merging of these gaming platforms and narrative storytelling is going to continue to deepen.\u201d<\/p>\n
\u201cHybridization is the future,\u201d Tormo agreed. \u201cWe are thinking in this way when we start developing new IP.\u201d<\/p>\n
Developing connections across gaming and content also provides an avenue for deepening audience engagement, Tormo said. \u201cThey feel they\u2019re connected to the story on a deeper level. Younger generations are not passive audiences. They want to have the opportunity to manipulate things, change things and create things. You have to give them a playground so they can play and explore.\u201d<\/p>\n
Kleeman asked Winder and Tormo to share some closing words of wisdom for producers watching about how to best deploy resources when mapping out a 360-degree strategy for an IP.<\/p>\n
\u201cIt depends on the property and where it\u2019s at in its evolution,\u201d Winder said. \u201cWe\u2019ve taken the analytics and the feedback from the audience, and that is driving where we are putting our time and resources and making key decisions as we go. This past year has been \u2018beta\u2019 mode, where we\u2019ve been figuring out what is working, what we need to pivot and adjust.\u201d<\/p>\n
Tormo expressed a similar view on the value of using analytics and being smart about how and where you invest. \u201cWe start with simple activations to measure and test before making the decision to get bigger.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"
Dubit\u2019s David Kleeman moderated the closing conversation of day two of the TV Kids Festival, discussing the importance of gaming extensions with Wind Sun Sky Entertainment\u2019s Catherine Winder and DeAPlaneta Entertainment\u2019s Jimena Tormo.<\/p>\n","protected":false},"author":290,"featured_media":29085,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pmpro_default_level":0,"footnotes":""},"categories":[21],"tags":[7826,6527,6304,6528,10454,10494,7831],"class_list":["post-29082","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-top-stories","tag-catherine-winder","tag-david-kleeman","tag-deaplaneta-entertainment","tag-dubit","tag-jimena-tormo","tag-tv-kids-festival-2025","tag-wind-sun-sky-entertainment","pmpro-has-access"],"yoast_head":"\n
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