Hero content: repeatable, scalable, low-production

We define 'hero content' as our long form interactive shows. We released 9 hours of hero content in April 2021 – when we launched season 1 of Dead Man's Phone.

Over the next 18 months, on the road to series A, we will scale out to five seasons of Dead Man's Phone and one season of a new interactive show.

With each release we optimise our execution speed & capacity.

• Hero content = long form interactive seasons = 9 hours content
• Phone-first interactive format is repeatable, scalable and low-production
• Exploit phone-first format across high-yield adult genres – crime drama, zombie/post-apocolyptic, politics, romance, sci-fi
• All the media production in a 9-hour interactive season costs us $25K to shoot – that's 0.5% the budget of a low-end Netflix season
• Our interactive shows are 80% text – they mirror the interactive world of our smartphones

Data-driven development: how we build content

Unlike TV shows and movies, we can be extremely data-driven in our approach to our narrative content. We build in thousands of analytic hooks and data points into our stories, so we know if our stories will be success long before they go live.

As we build our story engine, this process relies on automation and machine learning to flag issues. Empowering our writers to optimise their stories easily.

For more on our interactive tools, please see our 'no-code' story game engine.

SEASON 1 CASE STUDY: how we doubled completion rate of an episode in season 1 with data-driven approach