Translating the Horizon Zero Dawn experience into merchandise

Abstract

This thesis, done in collaboration with Guerrilla, a subsidiary of Sony Interactive Entertainment, will explore new merchandise possibilities for Guerrilla’s hit game Horizon Zero Dawn, which is an open world action/adventure videogame set in a post-post-apocalyptic world, where nature has reclaimed the Earth and terraforming machines have turned violent against humans.

Guerrilla releases a new videogame every few years, meaning there is a period of silence of multiple years between every game release. To keep the Horizon Zero Dawn title still alive and relevant, the experience of the game will be translated into a physical product. Horizon Zero Dawn’s current merchandise is quite safe and standard and does not translate the experience of the game well, and therefore a product expansion is advised.

Based on the strengths of Horizon Zero Dawn and the opportunities derived from a trend analysis, multiple search areas were explored, of which eventually a combination of two was chosen. One of the chosen search areas focusses on interactive objects, such as radio-controlled vehicles and modelling kits, while the other one focusses on creating environmental or cultural awareness.

Within the two chosen search areas many ideas were explored. This eventually led to the direction of self-sufficient enclosed ecosystems. Over time, the plants inside the ecosystem will grow bigger, and “Mother Earth will slowly reclaim what has always been hers”. This perfectly fitting direction for Horizon Zero Dawn led to three different concepts.

One of the concepts, the main focus of this project, is a limited art “toy” aimed at the “hardcore” fans of Horizon Zero Dawn, while the other two concepts are subtilized versions of the same idea.
The subtilized concepts are both jarred ecosystems with a collectible figure inside of it. The two concepts vary in size and price, while only the more expensive ecosystem also includes an internal light.
The concept for the “hardcore” fanbase also includes a self-sufficient ecosystem, but this one is placed inside a massive (250x250x225 mm) scale model of a Shell Walker. Furthermore, the concept works interactive with Horizon Zero Dawn by reflecting the in-game’s events with (coloured) light effects. When not playing the game, the product can still be used as a wakeup light.
All concepts keep the user interacting with the product once in a while, as they need to water or trim the plants. The concepts also add a touch of real nature inside a gamer’s house, and thereby adding environmental awareness.