The New Era of Transmedia Storytelling in the Gaming Industry
Blogs
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September 19, 2025
In today's fast-paced digital world, the competition for consumer attention is fierce. For the gaming industry, this battle isn't just about other games; it's about competing with platforms like TikTok and YouTube Shorts, and other forms of media. The solution for many studios? Transmedia storytelling, an old concept with new life thanks to modern technology. Transmedia storytelling refers to a narrative that spans across different mediums, like a video game becoming a movie or a TV show. While this has been around for a long time—even dating back to when books were turned into movies in the 1930s—it's experiencing a resurgence.
A History of Hits and Misses
The history of video games adapted for the screen is a mixed bag. Early attempts, like the 1993 Super Mario Bros. movie, were often seen as strange and even "creepy". It led to a period where game adaptations were largely considered failures, as the two industries struggled to "meld".
However, there were exceptions. The 1990s Mortal Kombat film, for example, is remembered as a successful adaptation that "nailed the vibe" of the game, treating it like a kung fu movie. Despite its popularity, the subsequent sequel, Annihilation, was a "terrible" flop. For a long time, Mortal Kombat held the title for the best game adaptation.
The tide has been turning in recent years, with a new wave of successful projects. The Netflix anime series Castlevania is often cited as a turning point, proving that a game adaptation could be "amazing". The show succeeded by being inspired by the game's lore rather than being a direct "play-by-play repeat". The creators, who also worked on the Netflix Devil May Cry show, understood the source material and its community. The success of the Devil May Cry series on Netflix even led to an increase in interest for the game itself.
The Audience is Everything
The key to a successful transmedia project is understanding the audience. A great example of a misstep is the Borderlands movie. It tried to attract a broader audience by casting A-list actors, but the fans of the game didn't care about the star power; they just wanted a good movie that understood the franchise. The film's poor box office performance showed that it failed to connect with either the core gaming audience or the general public.
In contrast, the Fallout series and the Sonic the Hedgehog films are great examples of catering to the fans. The Fallout show was "built...for the gamers" and was able to draw in a wider audience without compromising the source material. Similarly, the Sonic movies have been successful because they are true to the brand and cater to a kids' audience, which is the demographic the animated content has always targeted.
The Power of UGC and Discoverability
Beyond big-budget movies and shows, user-generated content (UGC) is another critical piece of transmedia storytelling and a way for games to have a longer lifespan. UGC includes mods, fan-created assets, and other content built by the community. This trend is a key reason why older games like Skyrim still have a huge audience today, as the constant stream of mods keeps the content fresh.
Platforms like Overwolf are even creating funds to pay content creators for building mods and other UGC for games. This empowers the community to become part of the creative process and can give indie games a better chance to get noticed.
The challenge for both big and small studios is discoverability. With an overwhelming number of games and other media available, getting a new title noticed is incredibly difficult. Some companies are even using viral marketing on platforms like TikTok to try and "crack the algo" for game promotion, as they see a positive uptick in interest when their content goes viral.
In the end, transmedia storytelling and UGC are no longer just optional marketing tools. They are fundamental strategies for building a lasting connection with a community and ensuring a brand can thrive in a crowded and competitive gaming landscape.
A History of Hits and Misses
The history of video games adapted for the screen is a mixed bag. Early attempts, like the 1993 Super Mario Bros. movie, were often seen as strange and even "creepy". It led to a period where game adaptations were largely considered failures, as the two industries struggled to "meld".
However, there were exceptions. The 1990s Mortal Kombat film, for example, is remembered as a successful adaptation that "nailed the vibe" of the game, treating it like a kung fu movie. Despite its popularity, the subsequent sequel, Annihilation, was a "terrible" flop. For a long time, Mortal Kombat held the title for the best game adaptation.
The tide has been turning in recent years, with a new wave of successful projects. The Netflix anime series Castlevania is often cited as a turning point, proving that a game adaptation could be "amazing". The show succeeded by being inspired by the game's lore rather than being a direct "play-by-play repeat". The creators, who also worked on the Netflix Devil May Cry show, understood the source material and its community. The success of the Devil May Cry series on Netflix even led to an increase in interest for the game itself.
The Audience is Everything
The key to a successful transmedia project is understanding the audience. A great example of a misstep is the Borderlands movie. It tried to attract a broader audience by casting A-list actors, but the fans of the game didn't care about the star power; they just wanted a good movie that understood the franchise. The film's poor box office performance showed that it failed to connect with either the core gaming audience or the general public.
In contrast, the Fallout series and the Sonic the Hedgehog films are great examples of catering to the fans. The Fallout show was "built...for the gamers" and was able to draw in a wider audience without compromising the source material. Similarly, the Sonic movies have been successful because they are true to the brand and cater to a kids' audience, which is the demographic the animated content has always targeted.
The Power of UGC and Discoverability
Beyond big-budget movies and shows, user-generated content (UGC) is another critical piece of transmedia storytelling and a way for games to have a longer lifespan. UGC includes mods, fan-created assets, and other content built by the community. This trend is a key reason why older games like Skyrim still have a huge audience today, as the constant stream of mods keeps the content fresh.
Platforms like Overwolf are even creating funds to pay content creators for building mods and other UGC for games. This empowers the community to become part of the creative process and can give indie games a better chance to get noticed.
The challenge for both big and small studios is discoverability. With an overwhelming number of games and other media available, getting a new title noticed is incredibly difficult. Some companies are even using viral marketing on platforms like TikTok to try and "crack the algo" for game promotion, as they see a positive uptick in interest when their content goes viral.
In the end, transmedia storytelling and UGC are no longer just optional marketing tools. They are fundamental strategies for building a lasting connection with a community and ensuring a brand can thrive in a crowded and competitive gaming landscape.
A History of Hits and Misses
The history of video games adapted for the screen is a mixed bag. Early attempts, like the 1993 Super Mario Bros. movie, were often seen as strange and even "creepy". It led to a period where game adaptations were largely considered failures, as the two industries struggled to "meld".
However, there were exceptions. The 1990s Mortal Kombat film, for example, is remembered as a successful adaptation that "nailed the vibe" of the game, treating it like a kung fu movie. Despite its popularity, the subsequent sequel, Annihilation, was a "terrible" flop. For a long time, Mortal Kombat held the title for the best game adaptation.
The tide has been turning in recent years, with a new wave of successful projects. The Netflix anime series Castlevania is often cited as a turning point, proving that a game adaptation could be "amazing". The show succeeded by being inspired by the game's lore rather than being a direct "play-by-play repeat". The creators, who also worked on the Netflix Devil May Cry show, understood the source material and its community. The success of the Devil May Cry series on Netflix even led to an increase in interest for the game itself.
The Audience is Everything
The key to a successful transmedia project is understanding the audience. A great example of a misstep is the Borderlands movie. It tried to attract a broader audience by casting A-list actors, but the fans of the game didn't care about the star power; they just wanted a good movie that understood the franchise. The film's poor box office performance showed that it failed to connect with either the core gaming audience or the general public.
In contrast, the Fallout series and the Sonic the Hedgehog films are great examples of catering to the fans. The Fallout show was "built...for the gamers" and was able to draw in a wider audience without compromising the source material. Similarly, the Sonic movies have been successful because they are true to the brand and cater to a kids' audience, which is the demographic the animated content has always targeted.
The Power of UGC and Discoverability
Beyond big-budget movies and shows, user-generated content (UGC) is another critical piece of transmedia storytelling and a way for games to have a longer lifespan. UGC includes mods, fan-created assets, and other content built by the community. This trend is a key reason why older games like Skyrim still have a huge audience today, as the constant stream of mods keeps the content fresh.
Platforms like Overwolf are even creating funds to pay content creators for building mods and other UGC for games. This empowers the community to become part of the creative process and can give indie games a better chance to get noticed.
The challenge for both big and small studios is discoverability. With an overwhelming number of games and other media available, getting a new title noticed is incredibly difficult. Some companies are even using viral marketing on platforms like TikTok to try and "crack the algo" for game promotion, as they see a positive uptick in interest when their content goes viral.
In the end, transmedia storytelling and UGC are no longer just optional marketing tools. They are fundamental strategies for building a lasting connection with a community and ensuring a brand can thrive in a crowded and competitive gaming landscape.
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