THE ASK
In 2023, Lionsgate faced the formidable challenge of rekindling interest in the Hunger Games saga with “The Ballad of Songbirds and Snakes,” aiming to captivate a new generation on Roblox, eight years after the last film’s release. The project’s ambition was to engage a younger audience unfamiliar with the original series, while respecting the saga’s lore and continuing its legacy without glorifying violence. This initiative sought to leverage the expansive and interactive world of Roblox to create an immersive prequel experience, allowing players to actively participate in the unfolding narrative.
THE CHALLENGE
The strategy involved meticulously crafting the Hunger Games Academy within Roblox, providing players with an authentic and immersive experience that mirrored the rich detail and narrative depth of the Hunger Games universe. By enrolling players as students in the Academy, the game offered a narrative-driven adventure where choices and actions determined one’s path, encouraging a deep level of engagement and personal investment in the storyline. The addition of exclusive content, including trailer reveals and interactive challenges, further fueled excitement and engagement within the Roblox community.
THE RESULTS
The Hunger Games Academy Adventures achieved remarkable success, demonstrating the power of interactive storytelling in engaging new audiences. The game not only introduced the Hunger Games saga to a new generation but also fostered a vibrant community of fans creating and sharing Hunger Games-inspired content. With impressive engagement metrics and a positive reception from players, the project exemplified how digital platforms like Roblox can be used to extend the life of a film franchise, offering a new model for narrative engagement and fan interaction in the digital age. This case study highlights the innovative approach to storytelling and fan engagement, setting a precedent for future endeavors in franchise storytelling within virtual worlds.
- 1.58M UNIQUE USERS
- 902K HOURS ENGAGED
- 45.6% OF PLAYERS NEVER WATCHED A HUNGER GAMES FILM BEFORE PLAYING
- 86.6% RATING
COMPANY: Sawhorse
