1. Zombies, Run!
Designing, funding, and
creating a running game
and audio adventure
Adrian Hon
Six to Start

3. THE IDEA

4. Fixed Points
Runners want more than being told they’re good at
running
Runners don’t want to look at their phones every 30
seconds
Runners already have a route (and they don’t want to
run through Finsbury Park after dark thanks very much)

5. TRAILER: http://youtu.be/GyFqZtKvya0

6. The Press Release
A game with players collecting items as they run in the
real world to help build up their base
An epic story with over 30 missions, supported by
online and transmedia extensions
A fitness app that tracks speed, distance, time, and
calories via GPS and accelerometer

7. How it Works
Players download a free app
for iPhone, iPod Touch, or
Android
Single-click start to the story
Work-in-progress

8. How it Works
As players run in the real
world, they hear story and
game updates through their
headphones
Players also automatically
collect items (e.g. batteries,
medicine, gear) as they run
When they finish, they can
assign their items to build
Work-in-progress
their base

11. How it Works
Hospitals, barracks, training
centers, comms - all can be
leveled up
Players unlock more missions
as they grow their base
Each item and mission has
an entry in the ‘Codex’ with
extra information and links to
the web
Work-in-progress

12. FUNDING IT

20. Why was it so successful?
It’s a good idea
People understood the idea quickly and easily
People think “I need this”
Hyperactive community interaction
Rewards

24. Why was it so successful?
It’s a good idea
People understood the idea quickly and easily
People think “I need this”
Fanatical community interaction
A cunning reward scheme

30. THE STORY

31. Basically, it’s a Novel
30 missions: 3+ hours of audio
15 radio episodes: 1.5 hours
Extra in-world content (book, blogs, Codex, story, viral
stuff): 10-20k words
Two writers (one of whom is sound director)

32. User-Generated Content
But in a good way!
Name in the game (as dead person)
Name a place
Create a character
Create a mission
Coming soon: get your voice in the game

33. Experience
It helps that we know what we’re doing
Perplex City, We Tell Stories, Smokescreen
Constant communication and editing via Google Docs,
Skype, and weekly in-person meetings
High degree of trust
Small team

34. CHALLENGES

36. Expectation
Management

43. Release Date
February 2012 for iPhone and iPod Touch
Q2 2012 for Android
Extra mission packs delivered throughout 2012
‘Season 2’ in development

44. sixtostart.com
@sixtostart
zombiesrungame.com
@zombiesrungame
adrian@sixtostart.com
@adrianhon