Narcos, a Netflix exclusive show, tells the story of the notorious drug kingpin, Pablo Escobar, as he rose to power in Colombia. Soon, the show will be the inspiration for a new mobile game from FTX Games, which in developing games based on hit television shows and movies such as The Hunger Games.
FTX partnered with Gaumont Television, which produces Narcos and has worked on shows that include Hannibal and Hemlock Grove. The free-to-play mobile game, titled Narcos: Cartel Wars, launches in September to coincide with the show’s second season premiere. Cartel Wars puts players in the role of an up-and-coming cartel lieutenant, with characters from the show providing guidance. In building the organization, players must balance between gaining respect through loyalty or making shows of power to instill fear as they align with other cartels to battle over territory, profit and respect.
“Narcos is about a lot more than violence, money and power,” said Aaron Berndtson, head of business development for FTX Games, in a press release. “We really wanted to explore the moral ambiguity from the show, where right and wrong are subjective. We’re very excited to put these choices into the player’s hands.”
Casey Dickinson, VP of publishing and general manager at FTX Games talked to [a]listdaily about the partnership to create Narcos: Cartel Wars and its connection to the show as we fast approach the start of season two.
“Everyone on the team is a big fan of the show,” Dickinson said, discussing how FTX was inspired to create a Narcos game. “We separately binged on Narcos season one when it released last year and immediately began circulating ideas on a game treatment for the show.”
As for what about it was about Narcos in particular that stood out, Dickinson stated that “we’re always on the lookout for shows and movies that tell unique, inspiring and powerful stories. Generally, these storytelling components translate into great games.
“We love those TV shows and films that are windows into a much bigger world because games present an opportunity to explore those stories, characters and places that can’t fit neatly inside the format for the show. Not only are games another medium to tell stories, but they are a unique way to interact and explore the theme or world. With our Hunger Games title, we gave fans the ability to explore Panem. With Narcos: Cartel Wars the game is more about exploring the theme: what would it be like to run a cartel?”
We asked how a show like Narcos, which deals with explicit themes that include drugs and violence, fit with the FTX Games brand. “We’re not afraid to embrace controversial themes, but we want to do it in a context that makes sense inside a game and results in an experience that’s fun,” Dickinson replied. “One of the things that we love about the show is how it explores the moral ambiguity of the decisions that the characters have to make. Boyd and Pedro are willing to do things that are bad for the greater good. Pablo is willing to do things that are good for his greater gain. That’s very interesting in a gameplay dynamic, and we wanted to explore that in the context of a strategy game.”
So how will a mobile game help further engagement with a Netflix show? “We’ve done games based on TV shows with standard weekly formats, where we can feed content from the show into the game and drive interest between the two mediums,” said Dickinson. “Because Narcos is released in a non-linear format, it has more similarities to a movie release with September 2 as the premiere. In that sense, many fans will binge and devour the show content quickly. Narcos: Cartel Wars will give fans a way to keep enjoying the Narcos world after they’ve finished watching the second season. In the other direction, the game will introduce the large audience of strategy game players to the show, so they can then go binge through two seasons of the show on Netflix.”
https://www.youtube.com/watch?v=nkOKkS7mKfY
With that said, we asked if there were any challenges in working with a Netflix show compared to broadcast or cable television shows. “The VOD format has far more in common with a theatrical release than traditional, linear TV,” said Dickinson. “The premiere on September 2 of season two is a major event. With this format, there are no on-air promotion opportunities, but we gain others that focus the excitement to hit a crescendo around a specific event, which is why we are launching alongside the season two premiere. This is really brand new territory. We’ve always been very adept at looking for opportunities as they arise and being quick to work with our partners to create successful integrated promotions.”
In addition to capturing existing fans of the show, Dickinson also detailed FTX’s plan to reach those that might not yet be familiar with the series. “In the case of Narcos, there are the specific elements particular to the story that fans will love, but there are also the general elements of the overall theme. Organized crime is a well-established setting for games with dozens of well-known, successful titles. It’s an appealing theme that allows for the escapist pleasures of being the ‘bad guy.'” Furthermore, Dickinson detailed how the Narcos: Cartel Wars gameplay system, developed by an internal team called Plamee, will keep users engaged with multi-day campaigns that will challenge players to strategize and compete.
Dickinson also discussed potential cross-promotional events between the show and the game. “We’re working very closely with the team at Gaumont Television on exciting ways to collaborate and promote the Narcos brand. Live online games offer a unique, real-time interaction with fans. Our ability to message players about news from the show team is great for the show and great for the fans. We relish the opportunity to bring fans closer to the show and vice versa. We will be announcing a closed beta program for fans very soon and look forward to creating a hub for fans for years to come.”
Lastly, with the mobile gaming space becoming increasingly crowded, how does a Netflix exclusive show such as Narcos help the game to stand out?
“First and foremost, Narcos is a fantastic show with a great established base of fans,” said Dickinson. “Being able to kickstart momentum at launch is incredibly valuable. One of the things we look for in a great property is if it has a true fandom. Real fans feel compelled to share their love with their friends and with the world through social media. Narcos exploded last season as one of the most talked-about shows when it launched last summer. The anticipation leading into season two is building, and we’re thrilled to be along for the ride when it premieres on Netflix on September 2.”
