Public Lectures by Bruce Hancock & Igor Mayer

Transmedia Storytelling by Bruce Hancock

Both the entertainment and marketing industries increasingly need fully integrated cross-media content. Creating platform-specific entertainment (or advertising) content is no longer sufficient. Prospective managers need to know and understand the dynamics of many channels and entertainment forms and how to develop content for several channels where each of these are self-contained but are connected and consistent with an overall ‘story world’.

Transmedia storytelling examines the importance of building and designing story worlds so individual narratives can meet specific dynamics and requirements of the individual platforms without compromising the integrity of the meta story. Students will examine transmedia storytelling as linear and non-linear narrative structures that expand through both different languages (verbal, iconic) and media (feature film, television series and serials, video games, alternate reality games, augmented reality) and not as isolated adaptations from one media to another. 

About Bruce Hancock

Bruce is a lecturer and Manager of Education for the International Media and Entertainment Management degree at NHTV International University, in The Netherlands. Bruce has worked in Australia, Singapore, London and Los Angeles, writing and producing over 200 hours of television drama programs broadcast in over 50 countries worldwide. Bruce’s work has won several awards including a nomination in the Best Feature Film Screenplay category of the Australian Writer’s Guild awards, as well winning the Academy of Motion Picture Arts and Sciences Fellowship for writing and directing in Los Angeles.

During his career Bruce became fascinated by the potential power, and inevitability, of transmedia storytelling as a new marketing force. Committing fully to this new area, in 2002 Bruce began the branded entertainment division of Imagination Entertainment based in Sydney and Singapore. During his time at Imagination, Bruce conceived integrated digital branded entertainment campaigns across all media platforms for clients such as Disney (US) Nokia (Asia) SonyBMG (global), Pringles (Asia) Coca Cola (Asia) and McDonalds (UK) as well as global media agency, Mindshare.


A frame-reflective discourse analysis of serious games by Igor Mayer

In my talk I explore how framing theory and the method of frame-reflective discourse analysis provide foundations for the emerging discipline of serious games research using four frames, including serious games as:

1) tool (therapy, drug)
2) innovation (economic utility)
3) persuasion (idea, belief)
4) self-organization (complexity)
The frames are based upon different values and perceive different impacts of games in society, business and politics. I discuss the implications of their approach.

About Igor Mayer

Igor Mayer (1965) is a professor of Applied Games, Innovation & Society at NHTV Breda University of Applied Sciences, the Netherlands. This professorship is affiliated to the Academy for Digital Entertainment (ADE), one of whose departments is the Game Academy. He combines his professorship with being an entrepreneur, author and visiting professor at the School of Management and Economics of Beijing Institute of Technology (BIT), China. From 1998 until January 2015, he was a senior associate professor in the faculty of Technology, Policy and Management (TPM) at Delft University of Technology, the Netherlands. He is a co-founder and a board member of SAGANET–the Netherlands’ Simulation and Gaming Association–as well as GaLA, the European Network of Excellence in Serious Games (2010-2014), the Serious Game Academy (2011) and the European Serious Game Society (2012), and a member of the Netherlands Institute of Government (NIG). He is an associate editor of Simulation & Gaming(since 2005) and Policy Studies Journal. His main research and professional interests are the development, use and evaluation of interactive and participatory methods for policy analysis and planning in general, and gaming-simulation/ serious games/ virtual worlds in particular. Over the years and in various partnerships, he initiated, managed and participated in a large number of gaming-related research and development projects. He organized, chaired and moderated a great many workshops, conferences, debates, gaming sessions and summer schools. He is a regular invited (key note) speaker at seminars, conferences and workshops and published his work in many international peer reviewed journals and books.