Playful Mapping is the result of many years of joint enterprise in which we, as authors, devel-oped a close intellectual collaboration. As a book, it emerged towards the end of the ERC project Charting the Digital that ran from 2011-2016, and during a still-ongoing Erasmus+ project; Go Go Gozo. Over this five year period, members of the Playful Mapping Collective got to know each other as colleagues and friends, participating regularly in diverse academic and social activities, such as conference panels and workshops.1 The authorship of this book therefore reflects an interesting collaborative experiment, enrolling researchers who have been working together in an active way over the past half-decade. This preface explains the genealogy of the emerging and open collaboration through which we developed ideas
This study will examine how branded games in the LEGO Ninjago franchise communicate the brand narrative through their mechanical, semiotic and referential design. Digital games as communicative tools facilitate a new paradigm of marketing focusing on experience creation through integrated marketing communication plans. The LEGO brand creates highly successful games that communicate the brand effectively. To explore the possibilities and counteract the simplistic use of branded games, this study introduces an innovative framework to formally analyze branded games and their communication of a brand narrative through mechanical, semiotic and referential layers. This framework introduces formal game design to advertising studies, while dragging game studies into branded ecosystems. Using the framework, we analyze LEGO Ninjago the Movie – The Videogame, to identify how this paid digital game expands the Ninjago universe and fulfills specific marketing purposes oriented to LEGO toy sets. Our analysis shows that on a mechanical and semiotic layer, the game presents a standalone experience catering to the universe of the Ninjago movie and the values of the Ninjago brand narrative. However, by framing the whole game as LEGO – in its materiality and interactable objects – the LEGO brand narrative of creative construction informs the act of play. The referential design in these games makes use of playful disruption of rules to instill additive comprehension in the player related to purchasable sets and content.
