Narrative Strategies for Audience Expansion in Transmedia Franchises: The Case of Tomb Raider

The article is devoted to the analysis of storytelling methods within the framework of transmedia franchises based on the example of Tomb Raider. It examines how video games and their adaptations use narrative elements to attract and retain a diverse audience. This study examines the portrayal of characters, the development of the plot and the influence of visual and auditory elements, as well as the influence of fan communities on narrative strategies. Its goal is to compile a catalog of effective narrative strategies for engaging audiences in various media and to contribute both to the theoretical understanding of transmedia storytelling and to its practical application by content creators. The analysis shows a strong relationship between narrative strategies and audience expansion, highlighting the role of fan communities and creators in stimulating the growth of this audience.