L4 Digital - Rooster Teeth First for XBox One

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Company: L4 Digital, a Globant Company, Seattle, WA
Company Description: L4 Digital, a Globant Company, consults clients through product innovation and ideation, design, development, and QA testing, facilitating a holistic approach to the creation of robust and meaningful digital products to engage people across every screen. We bring our user-centric approach to the digital entertainment and media, internet of things (IoT), and health and wellness industries.
Nomination Category: New Product & Service Categories
Nomination Sub Category: Media & Entertainment - Product

Nomination Title: Rooster Teeth First for XBox One

Tell the story about this nominated product or service (up to 650 words). Describe its function, features, benefits, and performance to date.

L4 Digital, a Globant Company, is a leading digital product agency that creates innovative and meaningful experiences to engage people across every screen. L4 brings its user-centric approach to the digital entertainment and media, internet of things (IoT), and health and wellness industries. L4 Digital consults clients through product innovation and ideation, design, development, and quality assurance testing, facilitating a hands-on relationship and a holistic approach to the creation of robust and meaningful digital products.

Rooster Teeth Productions, LLC, an American production company based in Austin, TX, selected L4 Digital to consult, create, design, develop, warranty, and launch a streaming media application on the Xbox One platform. The Rooster Teeth First App for Xbox One was generated through seamless collaboration of the two teams and cultivates Rooster Teeth’s Subscription Video on Demand (SVOD) offerings for an innovative and interactive lean back experience for their most loyal and avid fans.

XBox One is a unique platform inhabiting niche development resources and cycles. It also boasts a deep cultural following that has typically relied upon their user experience feedback to iterate upon its most well-known features. Living on a platform that is inherently interactive, applications developed for Xbox One have the unique opportunity to revolutionize the typically unidirectional lean back experience of most SVOD applications. The Rooster Teeth First app fuses the interactive gaming elements of the platform with a culturally underground SVOD audience in the environment where the users were already viewing and streaming, ultimately returning the experience to its place of origin.

Rooster Teeth selected L4 as the best match to bring forth their vision for an SVOD Xbox One app due to L4 Digital’s capacity to deliver products through the whole lifecycle: from ideation to quality assurance to launch. L4 digital’s holistic and agile approach allows for effective and efficient delivery with innovative ventures. A deep experience in creating bleeding-edge technology permits L4 to accurately quote the scale and scope of each project. This ability became advantageous for Rooster Teeth as they approached L4 with a concept that required validation and L4 provided the goods. L4’s deep experience in development on Xbox, with Microsoft, and across multiple streaming media platforms proved beneficial to Rooster Teeth as the team was able to advise on the project through product launch to market in the specific platform requirements.

One of Rooster Teeth’s most popular programs, Red vs. Blue, a full-length show featuring characters adapted from XBox’s Halo, demonstrates this level of interactivity. To innovate the streaming feature further, L4 Digital included real-time social media capabilities on the live streaming programs, adding an additional interactive element promoting Rooster Teeth fan engagement both with the brand and each other.

“Working with L4 was a frictionless process from design, through to release. We approached them with a need, and within a few months we had a product that met our needs and delights our subscribers.” Mike Quinn, VP of Engineering, Rooster Teeth

One user states in an Xbox store 5 star review, “Rooster Teeth wins again.
As per usual RT listened to their fans and gave us another awesome way to view their content. Thanks Rooster Teeth!!”

Current statistics from the Xbox Store are impressive with 8,126 acquisitions in the last 30 days,

55,294 acquisitions overall, 60,000 user sessions over the past 30 days as of Feb 7, app utilization in 41 markets, with 247 reviews, and a rating of 4.8 stars and counting.

In bullet-list form, briefly summarize up to ten (10) of the chief features and benefits of the nominated product or service.

- Xbox One's unique gaming platform: the app serves viewers content where it is most relevant
- First lean back option for exclusive gaming, animation, and science fiction content
- Interactivity with social media while viewing content
- Premium content offered nowhere else
- Community enrichment/engagement
- Viewership segmentation with specific content channels
- “The key to Rooster Teeth’s paywall success has been treating subscribers like club members,” Matt Hullum, Rooster Teeth’s chief executive.
- Live streaming of featured content