Social features in hybrid board game marketing material

Abstract

<p>This paper identifies 7 key social features which appear in the marketing and promotional material of hybrid board games. The features are identified by exploring sources such as game websites and game boxes of 13 hybrid board game products. The material is analyzed in order to determine how social features related to hybrid game features are presented. As a result of the analysis, it became apparent that there are certain key social features which are presented as being important to players. The knowledge generated in this work acts as a view to how the industry sees hybridity in games as a tool for supporting social interaction, and how the industry wants to message it to consumers when they explore promotional material. The identified key social features can also be used as design knowledge for developing new games, as they give insight into popular social features in hybrid board games.</p>