Startup snapshot: Books & Magic
Mark Folkenberg is the Founder and CEO of Books & Magic. After years as a professional game developer, Mark and his team have spent the last three years developing their concept and first product.
1) What exactly is Books & Magic?
Books & Magic is a 6-person cocktail of creative minds handpicked from the computer game and book publishing industries, all with a common vision of creating a new genre for books. We are highly inspired by the classical fairy tales, and being located in Copenhagen, we decided to take on the original fairy tale of ‘The Little Mermaid’ by Hans Christian Andersen for our first book project.
Our magical augmented reality (AR) book visualises the universe within the text, directly on top of the pages of the book. Simply view the book through our app and the hidden universe is revealed right in front of you.
2) What problem does it solve?
We’ve managed to make the AR experience so convincing and meaningful that it feels like a magical experience. We capture the interest of children and adults by offering a way to actually explore the universe of the book. Fire cannons, unlocking chests or helping the little mermaid on her way are some of the hidden elements that the reader can find and engage with.
Intentionally, the app doesn’t tell the story – for that you would need to read the book. All the raised questions from exploring the universe and the curiosity of finding more hidden elements drives the player into becoming a reader in search of answers.
3) Who is your target market?
The story is the timeless original fairy tale by Hans Christian Andersen, and everyone aged 5+ can be entertained by our magical book. We’ve designed the games with 3 levels of increasing difficulty, so the youngest can play the game which is also challenging the older children.
The book and app can be used solo, each in their own right, however, when they’re used together, the magical book experience is a perfect way to increase the interest for the physical book as well as a great opportunity for parents and children to spend time together.
The product’s main target is parents or grandparents, who wish to share a great story and the original classic with the youngest, to use our digital universe to introduce them to the physical book and perhaps even open their eyes to the magic within the book universe.
4) What results do you hope to see over the next few years?
We hope to reach the most of the UK and the rest of the English speaking countries with the message about this new genre, to actually offer children an alternative and less passive use of their mobile devices.
We already offer online purchase and free world wide shipping, but we are very aware that a many parents and grandparents prefer to buy their books in the local bookstore. So we hope to be able to offer this in a broad range of countries during the next year or two.
5) What will be next for Books & Magic?
As a young company, Books & Magic is born out of the digital age. We are a highly creative and very technical company, much more than the average book publisher. We believe in the book format and our take on the digital age is not to dismantle the physical book, but to enhance it.
We embrace the physical separation of the book and the mobile devices and are already working on the next book in the series. A third classical fairy tale book is in the pipeline too. But, we also have something else on the drawing board that I won’t spoil here. You will all have to wait and see. 🙂