In August of 2009, B&H wanted to find an untapped channel in which to market their Bible translation, the HCSB. B&H took a risk and decided to invest in developing a digital Bible for the XBOX 360; the first Bible ever on a home video game console. In this seminar, Aaron Linne will discuss the history of the application, including the bump in the road that almost caused the project to be cancelled at the last minute. Find out how this product-as-marketing became a success for the HCSB translation before the launch even happened, and how we chose to measure its success.

1. Industry Case Study:
Bible Navigator X
for the XBOX 360

2. Bible Navigator X
What is B&H about?

3. Bible Navigator X
What is B&H about?
Sharing the
Gospel

4. Bible Navigator X
What is B&H about?
Sharing the
Gospel

5. Bible Navigator X
Forms of Media
Book
s
Music

6. Bible Navigator X
Forms of Media
Books
Music
Image
Interactiv

7. Bible Navigator X
Interactive Media
Applications
Collaborative Content
Games (Cause &

8. Bible Navigator X
XBOX 360
Physical Retail
XBOX Live Arcade

9. Bible Navigator X
XBOX 360
Physical Retail
XBOX Live Arcade
Indie Games

10. Bible Navigator X
Design
Requirements
B&H Text Rendering Engine
Read and Parse Biblical XML
Render HCSB UI Elements
Gamepad Input

11. Bible Navigator X
Reading UI
•Testament/Book/Chapter/Verse will be displayed above the reading pane
•Current Chapter (of highlighted/focused verse) will be displayed behind
verses
•Verse numbers will be displayed inline with text, and a lighter shade
•There will be a "focused" verse, 1/3 of the way down from the top of the
reading pane. This is what will be considered the current verse, and the
location that the "selected verse" will appear in. This verse should be 100%
black; all other verses should be slightly lighter (90%?)
• Text will be justified left

12. Bible Navigator X

13. Bible Navigator X

14. Bible Navigator X

15. Bible Navigator X

16. Bible Navigator X
The Big Pause

17. Bible Navigator X
The Big Pause

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The Big Pause
Rejected by

19. Bible Navigator X
The Big Pause
Direct threats to a person or groups of people in the physical world
Requests or instructions to injure or otherwise harm a specific person or
group of people such as content that calls for someone to injure a former
spouse or content that otherwise incites people to harm a specific person
or group of people

20. Bible Navigator X
The Big Pause
Racist/Discriminatory Language
Direct threats to a person or groups of people in the physical world
Depictions instructions to injure or otherwise harm a specific person or
Requests orof ethnic, religious, nationalistic or other stereotypes like to
encourage hatred. Historical religious text and scriptures (such as the
group of people such as content that calls for someone to injure a formerYe
Ole (Old) Testament, New Testament, King James Bible, Koran, person
spouse or content that otherwise incites people to harm a specific Torah,
Tibetan of people
or groupBook of the Dead, Dead Sea Scrolls, etc) are permitted in an
unaltered or unabridged state. Citation for a passage or quotation
needs to be referenced. Xbox LIVE reserves the right to review and
refuse any game content.

21. Bible Navigator X
January 21st, 2010
Release

22. Bible Navigator X
Successes
Marketing
Financial
Change

23. Bible Navigator X
Marketing
3 Stories
• First eBook on XBOX
• First Bible on XBOX
• Personal Story

24. Bible Navigator X
Marketing
"It is no longer about the
'sizzle' people...it is about the
steak." Michael Drew,
@promoteabook #ECPAELS
about 18 hours ago

25. Bible Navigator X
Marketing
News Coverage
Publishing
Coverage

26. Bible Navigator X

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Marketing
> 40 original articles
> 500,000 Google results
> 20 magazines and

30. Bible Navigator X

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Marketing
HCSB Translation

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Marketing
HCSB Translation
Highest Peak on B&H
websites

33. Bible Navigator X
Financial
ANY sales would be a

34. Bible Navigator X
Financial
ANY sales would be a
success

35. Bible Navigator X
Financial
ANY sales would be a
success
1 st Month:

36. Bible Navigator X
Change
The Gospel on the

37. Bible Navigator X
Change
The Gospel on the
Canada, France, Germany, Italy,
Japan, Singapore, Spain, Sweden,
United Kingdom, United States

38. Bible Navigator X
Failures
Not being innovative

39. Bible Navigator X
Failures
Not being innovative
enough

40. Bible Navigator X
Failures
Not being innovative enough
Not explaining the name
Being questioned by other

41. Bible Navigator X
Demo
and
Q&A

42. Bible Navigator X
Announcement!
Update to BNX

43. Bible Navigator X
Announcement!
Update to BNX
Free

44. Bible Navigator X
Announcement!
Update to BNX
Free
Live Sync!

45. Bible Navigator X
Announcement!
Update to BNX
Free
Live Sync!
Student
Apologetics

46. Bible Navigator X

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50. Bible Navigator X
?