Augmented Reality and Franchising

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.