Digital Craft > Content

WESTWORLD: THE MAZE

360I, New York / HBO / 2019

Awards:

Shortlisted Cannes Lions
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MP3 Original Language
Demo Film

Overview

Credits

Overview

Describe the creative idea

To extend HBO's legacy of innovative storytelling, we turned to a medium that combines the oldest form of storytelling with the newest technology: Voice.

But instead of allowing them to enter the world as themselves, we gave them the role of the robot "hosts" on a quest for consciousness.

We took inspiration from the show, which establishes memory, improvisation and self-interest as the levels of intelligence to inform an experience that blends gaming and storytelling to create a truly unique brand experience that keeps viewers engaged with Westworld, even when it's not on air.

Describe the execution

Westworld: The Maze is a voice game on Amazon Alexa-enabled devices that allows fans to navigate the HBO show's world from their couches. The skill is truly immersive - breaking boundaries as Westworld fans would expect.

Users play as an unnamed Westworld host, guided through "choose-your-own-adventure" style gameplay by beloved characters like Bernard/Arnold (Jeffrey Wright) and Clementine (Angela Sarafyan).

The production quality and storytelling are not replicated in any other Voice skills on the market. It was crafted in partnership with Westworld's show producers and audio teams. Through this collaboration, a team of skilled engineers leveraged the show's original audio library to develop custom sound for each of the 11,000 lines of copy within the game.

The final product presents fans with over two hours of unique gameplay, 400 potential choices, and the voice talents of 36 different actors each cast specifically for their roles in the skill.

On average, fans who played The Maze have engaged with the brand for 14 minutes. The Maze earned a 4.4/5 star review from users in the Amazon App Store.

In a first-of-its-kind feat, HBO brought its unique brand of storytelling and dedication to craft to a platform that relies entirely on audio - and its fans' imaginations.

Within days of the game being released, Westworld: The Maze garnered 1.2 million press impressions. Since launch, the game has earned more than 15 accolades including Clio Awards, ANDY Awards and London International Awards, among others. Amazon recently mentioned Westworld: The Maze on its Earnings Report call, citing it as an exemplary Entertainment skill created for Amazon Alexa.

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