Welcome to Edition #9 of The SEG3 Report.

Are the “Streaming Wars” set to become the “Transmedia Wars”? With big announcements this week from Disney and Netflix getting further into Apple’s Vision Pro and Roblox, respectively, the big streamers seem to be ready to push into new platforms to find, and keep, audiences.

More good news for video game IP means Huggy Wuggy will be finding his way onto the big screen, as Legendary Entertainment acquired the film right to some scary (and popular) IP from Mob Entertainment (formerly MOB Games).

So, here’s what you need to know this week:

• Marvel Studios and ILM announce “What If?” exclusive to Apple Vision Pro

• Netflix launch "Nextworld” with Roblox

• Legendary Entertainment acquire film rights to "Poppy Playtime”

Let’s get into it…

Marvel Studios and ILM announce new content exclusive to Apple Vision Pro

Marvel Studios and ILM Immersive are set to release a groundbreaking interactive experience titled "What If…? - An Immersive Story," exclusively available on Apple Vision Pro. This marks the first interactive Disney+ Original story, allowing fans to engage in an hour-long mixed-reality adventure deeply integrated with characters and scenarios from Marvel's expansive universe. This project offers a unique way for fans to experience the Marvel Cinematic Universe (MCU) in unexpected ways. Fans - who also happen to own an Apple Vision Pro - will step into the leading role of an immersive story that transforms the space around them as they traverse realities. 

The technological aspect of "What If…? - An Immersive Story" leverages the spatial computing capabilities of Apple Vision Pro, blending augmented and virtual reality to create a new type of user experience. Fans will find themselves transported to newly imagined Marvel locations, interacting directly with the environment using eye and hand movements. This immersive setup is designed to make users feel as though they are part of the Marvel Universe, enhancing the emotional impact of the narrative.

The creative team behind the project highlights the interactive and customizable nature of the experience. Participants both watch the story unfold and shape the outcome through their decisions and actions within the game. This approach allows fans to experience the consequences of their choices in real-time. 

Why should you care?

Transmedia? Playable media? Regardless of the term, this initiative is one of the best-funded efforts to shape the future of spatial storytelling.

Apple didn't launch the Vision Pro believing it was a finished product. Rather, they introduced the Vision Pro to encourage storytellers from companies like Disney, Marvel, and ILM to create new content. This strategy ensures that, upon the launch of Vision Pro Two, there will already be a rich array of material for fans to engage with.

This move is also strategic for Disney, which has observed audience fatigue with the Marvel Cinematic Universe in recent years. Furthermore, while Disney has been producing sequels like "Moana" and expanding the "Frozen" franchise, returning to Marvel for this Vision Pro exclusive ensures that die-hard fans are entertained with a truly novel project while allowing Disney to explore and develop this new spatial storytelling platform in a fairly brand safe environment.

"What If…? - An Immersive Story" should offer a unique blend of storytelling and interactive play, and it has the potential to set a new standard for narrative experiences in mixed reality platforms.

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Netflix launch "Nextworld” with Roblox

Netflix launched “Nextworld” with Roblox to create a digital theme park on the Roblox platform featuring content from popular Netflix IP such as "Stranger Things," (obvs) "One Piece," "Cobra Kai," and "Rebel Moon." Nextworld aims to merge the appeal of these shows and movies with interactive online gaming, allowing users to engage with their favourite characters and settings in a dynamic virtual environment.

"Nextworld" is designed as a central hub within the Netflix universe on Roblox, where users can explore various attractions related to Netflix's series and films. According to a Netflix blog post, the platform will host immersive games like "Stranger Things: Escape from Hawkins High," and "Rebel Moon: Outskirts Battles," enabling players to interact with characters which will guide players through quests and adventures.

The interactive space within "Nextworld" includes a variety of themed minigames, such as the "Cobra Kai Dojo" where users can test their karate skills. Additionally, the "Steamship" feature within the Roblox world serves as a venue for online events like premieres and viewing parties. This integration of streaming content with interactive gaming aims to create a multifaceted entertainment experience that leverages the strengths of both platforms.

Why should you care? 

Well, this largely felt inevitable. We had to double-check that this was indeed Netflix's first major foray into the Roblox platform.

Previously, Netflix had tested the waters on Roblox by hosting viewing parties, but this is truly their first complete digital experience built within Roblox.

Positioned as a fun brand extension of existing Netflix IP that audiences know and love, the more genuine intention seems to be capturing new audiences. When young Roblox players become fans of certain content, they are more likely to seek out the source material on Netflix. Perhaps the strategy is for gaming-first audiences to transition from Roblox to Netflix.

One thing is certain: the brand push onto Roblox continues. As one of the biggest brands in the world, it was virtually assured that Netflix would establish a presence on Roblox sooner or later.

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Legendary Entertainment acquire rights to "Poppy Playtime”

Legendary Entertainment has successfully acquired the rights from Mob Entertainment (formerly, MOB Games) to create a live-action movie based on the popular horror video game "Poppy Playtime". The game is known for its eerie narrative, featuring monstrous toys in an abandoned factory, including the character Huggy Wuggy.

"Poppy Playtime" casts players in the role of a former employee of a toy company who is lured back to a deserted facility by a mysterious letter. The facility is now overrun by sentient, menacing toys such as Huggy Wuggy, Mommy Long Legs, and CatNap. The gameplay involves unravelling the secrets of the facility through solving puzzles, decoding clues, and utilizing gadgets, all while trying to escape the haunted toy factory alive. The game blends elements of iconic films like "Willy Wonka" and "Toy Story" with the chilling vibe of "Gremlins".

Why should you care?

The venture into the live-action adaptation of "Poppy Playtime" signals Legendary's deeper engagement in the video game adaptation genre, joining other successful adaptations like "Sonic the Hedgehog" (covered in last week’s SEG3 Report) and HBO’s "The Last of Us". 

With a proven track record in producing profitable franchises, Legendary sees "Poppy Playtime" as a potential lucrative addition. The game itself, developed by Mob Entertainment, became a surprise success story, drawing over 12 million players and spawning an array of merchandise, thus demonstrating significant global appeal and fan engagement.

In other news…

A quick round-up of other stories we found interesting this week!

• Brands like Reebok and Loewe are releasing generative AI tools to their customers

• Causality release a Roblox integration at the intersection of the digital and physical

Working on anything cool, or have a press release you would like us to cover? Send it in for the chance for it to be covered in next week’s edition!