Emails Detailing Sega and Gearbox Relationship

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1Jenny Grantz

From: Mehlfeld, Julian (SOA) [[email protected]]Sent: Tuesday, August 26, 2014 5:33 PMTo: Herman, Jerusha (SOA)Subject: FW: ACM Dev Profile

This content has been removed, but Chris posted a few developer profile from Gearbox about ACM and posted it to the ACM page without prior approval. From: Chris Faylor [mailto:[email protected]] Sent: Wednesday, July 25, 2012 11:27 AM To: Mehlfeld, Julian (SOA) Subject: ACM Dev Profile Just posted one up for Nick Wilson, and will be putting it on the ACM Facebook shortly. http://www.gearboxity.com/content/view/908/33/ I hope to have language for the name contest locked in later today, at which point we can launch or hold off for another day or two just want to make sure its done before I leave, and someone else can press the big shiny publish button if needed.


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1Jenny Grantz

From: Payne, Ben, SOE [[email protected]]Sent: Saturday, March 05, 2011 11:58 AMTo: Steve Gibson; Adam Fletcher; Brian BurlesonCc: Tafler, Rowan, SOE; Powers, Matthew (SOA); Lightner, Rob (SOA); Hunt, Kerstin (SOA);

Hartwig, Todd (SOA); Eyre, Matt, SOE; Williams, Darren (SOA); Van Vugt, Wouter, SOE; Daniel, Lynn, SOE; Knight, Gary, SOE

Subject: ACM - General UpdateAttachments: ACM Proposition Document 19 Nov.doc; ACM_Concept Board_R4_lr.pdf;

ALIENS_MOODBOARDv2.pdf

Hi Everyone, Just wanted to drop you a note in terms of general discussion on all things Aliens. Positioning Deck Steve, you mentioned you were after an updated version of this. Weve evolved our process docs since we last sent assets to you a couple of years ago. Ive attached a copy of the Proposition Document we now use that Rowan built late last year. Wed like your thoughts on it as it needs a bit of updating (we want to repopulate the Key Campaign Timings section). Is this suitable for what you were after? Ive also attached the most recent moodboard for the title that were referring to internally. Logo I know in January we talked about the logo, and what we were going to do with it, ready for reannounce. Weve been bouncing this around internally and wed want to go with the original logo (top left in the image below). We need to fully rebuild it as its not high res enough in any format that we have it at the moment. But wed also like to colour it blue as our moodboard directs us, and give it some damaged, corrupted effect, similar to the Apollo 18 logo in the image below. Effects like Alien acid blood damage and interference in the computer display (flickers/blurs) would finish this well. Are you happy for us to proceed down this route? Wed need to move quickly as we need to get it past Fox too before the end of this month.

E3 I sent a separate email regarding E3. One thing we do know about E3 is its not hands on. Can I just confirm that we are expecting to get public hands on in the fall for Pax/Cologne/Eurogamer Expo? Would you be happy to get press hands on in advance of this? Reannouncement As discussed were keen to tease the title week commencing 9th May with a teaser trailer coming at the end of that week (probably the 12th). Back in January you said you were happy to generate this asset. Is this still the case? Were happy to take it if needs be, just let us know, were keen to help more than anything. The announcement will still take the shape of two physical mailers to worlds VIP press. Kerstin and Rowan are working to get what content these will actually have and will pass it on shortly.


2 PR SEGA uses the PR agency Sandbox in North America. Are you aware of them and are you happy for that relationship to continue on ACM? We would like to have your blessing as were keen to tie up workload with them for the next year. Comic-Con I know you guys were keen to get this tied down as Sid is up for it and available. Unfortunately theres not any stand space left for us to get in, and when we saw Fox this week they werent able to agree to accommodate us within their stand. This is obviously a pity, but well bounce back in August with Pax/Cologne. One area we could look at would be stunt activity (APC and USCM squad driving around etc), but I know you were interested in getting the artists there. Special editions Loving your Balls of Steel edition on Duke by the way, very cool. Weve spoken to Fox regarding the Colonial Marines Technical Manual and theyre looking into it for us. Well let you know what they say. Other content was in the minutes doc from the meeting back in January. Marketing Contract Amendment Steve apologies for not getting back to you sooner this week as I had promised. GDC week has pulled me in all sorts of directions this week. Your points were as follows...

After speaking to Burleson and looking at the notes I wanted to make sure were 100% clear about the video assets. I opened the meeting with the statement that I thought 13 videos was a lot and we dont think that 13+ video assets is a good idea for this game or just about any game. However what we did do was identify roughly 13 themes and timings that would be good for video assets to be released. We identified the slots and the themes that work there.

Our general belief is more along the lines of 5-8 actual videos make the most sense usually (but that number can go up). Looking at the reactions of the press and gamers and the buyers is what really influences decisions on where assets go after announcement. It is important to maintain a level of curiosity for the customers so that they still have a lot of questions about the game that they feel can only be answered by playing.

Listing the author in contract as Gearbox pretty much puts us on the hook to create these assets when we had talked in person that although Gearbox would like to be involved in as many as possible we cant know for sure until 4-6 weeks before a particular video is wanted if I will be able to pull the resources to help make it happen. Unless elsewhere in the contract you define author as gives editorial direction to the team working on the videos.

On a contract level, and to hopefully promote good PR and not dilute our messaging and tarnish our press relationships I would only list 5 videos in the contract with Gearbox being creative directors. We will likely be creating / delivering more on the video front but Im hoping not to create a contract obligation situation that shouldnt be there.

I do agree with almost all of the above, certainly the curiosity point, keep them wanting more is certainly the way forward, hence us not announcing competitive MP with playable Xenos until early 2012. I have one question to though. If were approaching a period when a trailer is needed and you cant commit to it 4-6 weeks out, that doesnt give us as the publisher too much time to find a solution. What would we be expected to do in that situation? As I say, I do agree with everything else youre saying. To that end Ive cleansed the marketing deliverables deck below accordingly. Please let me know if you are happy to proceed. We will keep an ear out for feedback on Spov for you too. Maybe we should connect with them ourselves for TV assets... Asset Asset Type Creative Directors Delivery Date Street Date1 Teaser Trailer Trailer Gearbox Apr-11 May2 E3 2011 build Code drop Gearbox May-11 Jun-3 PAX/Eurogamer/NYC Press Event/Gamescom Code drop Gearbox Jul-11 Aug

4 E3 2011 Demo - Single player gameplay Trailer Gearbox Aug-11 Sep5 Preview Code Code drop Gearbox Nov-11 Dec6 Review Code Code drop Gearbox Feb-12 Mar7 Co-op trailer Trailer Gearbox Feb-12 Mar8 Public Demo Code drop Gearbox Mar-12 Apr9 Public Demo Trailer Trailer Gearbox Mar-12 Apr

10 Launch Trailer Trailer SEGA, Gearbox & Agency Apr-12 May


3 Outside of contract below are an agreed list of themes for assets to be generated around throughout campaign. We can play around with the below as we see fit over the next 14 months. Asset Creative Directors Delivery Date Street Date 1 Authenticity / Canon Gearbox Jul-11 Aug-11 2 Lighting & AI Gearbox Sep-11 Oct-11 3 Marine vs Xeno Species (Competitive) Gearbox Dec-11 Jan-12 4 Competitive MP & Upgrades Gearbox Jan-12 Feb-12 5 Co-op Gearbox Feb-12 Mar-12 6 Suspense Gearbox Mar-12 Apr-12

And then finally are the no-brainer assets that both parties will work on at the relevant time in the campaign 1 Pre-order trailers (x4) Gearbox & SEGA Jan-12 Feb-12 2 TV Spots (x3 - pre-order, out now & accolade) SEGA & Agency Apr-12 May-12

Aliens DS Attached is a moodboard weve worked up for the Aliens DS title. Currently Aliens: Last Stand is being sense checked around the territories by Rowan and Fox have been sent it too. Weve had a host of other suggestions, but therere IP clashes all over the place Im afraid. Are you happy with this title? Well be moving forward quite quickly from this point and we now have Chris Bachalos details to discuss the cover render, and well be putting the GB logo on there as well announce now after E3, therefore not clouding our ACM message too much. This all make sense? And thats about it in terms of what I wanted to update you on. Apologies its a bit of an essay. I hope this all makes good reading. If you have any questions, as always, do drop me a line. Many thanks Ben

Ben Payne - Senior Brand Manager T: +44 (0) 20 8995 3399 F: +44 (0) 20 8996 4499 E: [email protected] W: http://www.sega.co.uk A: SEGA Europe Ltd, 27 Great West Rd, Brentford, Middlesex, TW8 9BW

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ALIENS: COLONIAL MARINES PROPOSITION DOCUMENT

Created by Rowan Tafler 31/08/2014 Confidential for internal use only 1

TITLE Aliens: Colonial Marines (identical in all territories) Release date Q3 2012 DEVELOPER Gearbox Software is an award-winning independent developer of interactive entertainment based in Plano, Texas. Founded in February 1999 by game industry veterans, Gearbox quickly distinguished itself as a respected and recognized developer with the success of the company's debut title, Half-Life: Opposing Force. The company has since worked with such prominent franchises as Halo, Tony Hawk, James Bond, and Duke Nukem, and has also created successful new franchises with Brothers in Arms and Borderlands. Gearbox is committed to creating games that are technologically advanced, creative, and above all, fun to play. We employ the industry's most talented people and use proven production methods to create best selling games for all major platforms. AGE RATING PEGI 18+ ESRB M COB and USK ratings at risk due to scenes of repeated and detailed violence towards humans and human-like characters. FORMATS XBOX 360, PS3, PC, DS, Vita PRODUCT OVERVIEW A horror-based action shooter set in the Aliens universe with cooperative and competitive multiplayer at its core. As the seemingly abandoned U.S.S. Sulaco is recovered into orbit around Earth, a crack-squad of US Colonial Marines are despatched to board the craft and discover the fate of the rest of their platoon. You lead this highly-trained squad as they chase down the truth at the heart of a galaxy-spanning deception that places all of mankind at the mercy of the most murderous and deadly species in the universe, the Xenomorph. TOP FIVE FEATURES short descriptions of the key features and their benefits. The Aliens universe

The Aliens universe provides a setting full of horror, suspense and action. Using authentic environments inspired by the film series including Hadleys Hope, the Sulaco and LV-426, the player will be immersed in an eerie, atmospheric world where any moment could bring their death.

Co-operative gameplay

The whole campaign can be played with a squad of up to four players, giving a long life-span to the game through self-contained missions within an over-arching narrative. Players can drop in & drop out throughout the campaign.

Competitive multiplayer

Play out the epic struggle between Xenos and Marines in a range of asymmetric game modes. Xeno players will have to focus on agile movement and timing of quick, devastating attacks in a unique 3rd-person perspective; while Marines take them on with teamwork and incredible firepower from a 1st-person viewpoint.

Loadouts and upgrades

Create your perfect killing machine whether thats a Marine or a Xeno. An extensive upgrade system allows players to customise their characters to play the way they want. Earn experience to get perks, new weapons and new looks for your squad.

Replayability

Aliens: Colonial Marines delivers a deep experience that rewards repeat visits. Over and above the extensive multiplayer options, players can explore secondary missions, special projects and additional easter eggs that add depth to the




gameplay. CONSUMER PROPOSITION Belief you as the target market currently do what in terms of electronic entertainment? You are as likely to spend an evening watching blockbuster action and science-fiction DVDs as practicing headshots in Modern Warfare 2. You are suspicious of new IP there are so many quality games on the market and not enough time to play them all. Its better to bank on a known quantity. A new spin on an existing game type is probably more attractive than anything too weird. After all, you cant go wrong with a badass shooter. Benefits introduce the title in one paragraph Buckle up, soldier! Welcome to Aliens: Colonial Marines. Created in conjunction with Fox, the first-person shooter is steeped in the eerie, claustrophobic and terrifying atmosphere that made the Aliens films successful worldwide. With you and your friends in a four-man squad of highly trained marines, its down to you to not just survive but wipe out the Xeno infestation. Aliens: Colonial Marines is competitive, ground breaking, lives up to the Aliens IP and has a long life span for the player. Reasons to Believe

1. The Aliens brand delivers an authentic, atmospheric and recognisable universe, full of suspense and oh shit moments.

2. Team up with your friends or tear them apart in a range of competitive and co-operative multiplayer modes. 3. Become the most badass military outfit in the galaxy the Colonial Marines. 4. Endlessly replayable with upgrade paths and loadouts, secondary missions, co-op campaign and exhaustive

statistics. 5. Proven license strength and developer quality will reassure our audience that this is a quality title.

PRODUCT POSITIONING Externally

YOU AND YOUR FRIENDS AGAINST THE DEADLIEST KILLERS IN THE GALAXY. ANOTHER GLORIOUS DAY IN THE CORPS.

The Alien Xenomorph positioned as a nightmarish, compelling threat. The Marine Corps positioned as an aspirational, powerful, military force in an epic struggle for survival. A team experience multiplayer is core to the appeal in both competitive and co-operative modes.

Internally/Sales

GEARS OF WAR IN THE ALIENS UNIVERSE. THE EXPERTS IN CO-OP BRING THEIR QUALITY TO CINEMAS MOST DEADLY NEMESIS.

A:CM remains a perfect fit for our target audience. Shooters remain best-sellers, science-fiction is a key genre

and Aliens is a recognised and trusted IP. It is still highly anticipated by gamers and still commands significant pre-orders.

Trusted developer quality in Gearbox. The experts in co-operative gaming bring Borderlands to the Aliens universe.

AAA-quality development and top-class marketing investment. We have the tools to take on the best in the industry.

TARGET AUDIENCES Relevant gaming habits, useful demographics. Primary Hardcore FPS Fans.

Male, 18-24 year old. Actively searching for compelling FPS titles but highly aware of game quality. Vocal in their opinion whether positive or negative. Day one purchasers of Battlefield, Call of Duty and Gears of War. Purchaser of 6-10 titles a year. Show them how the game delivers a long lifespan through multiplayer variation, status-based upgrade system and replayable missions. Prove excellent visual quality. Deliver compelling and meaningful pre-




order content to secure their intent to purchase. Capitalise on celebrity of Gearbox and Randy Pitchford. Secondary Wider Console Action Fans.

Male, 18-35 year old. Purchasers of high-quality games with mainstream appeal Call of Duty, GTA, FIFA/Madden. Unlikely to be aware of pre-release hype earlier than 2-3 months before launch. Word of mouth is an essential driver for this audience. Show them recognisable Alien and Marine icons, cinematic moments and pop-culture references. Prove excitement and novel approach to a loved brand.

N.B. the secondary target audience is likely to be a larger opportunity than the primary target audience. Nonetheless, the secondary look towards the primary as opinion formers so capturing both is essential. CAMPAIGN STRATEGY TOPLINE Detail how we take the product to market key campaign elements and timing. Key Campaign Elements Brand

- The title is the second of three Aliens projects to be released by SEGA. As there may be some overlap in marketing campaign between Colonial Marines and Year Zero, it is essential that there is clear water between each title in terms of messaging and creative.

- First and foremost, build up the Aliens as a unique and terrifying opponent. An icon in both cinema and gaming history, the Xenomorph is the supreme killing machine. Players will need to outfight and outwit the Alien swarm to survive.

- Secondly, show how the Marines combat these unimaginable odds. With teamwork, a squad of marines is a match for anything. If youre man enough, youll be tooled up with the finest weapons the galaxy can offer including pulse rifles, flamethrowers and special weapons from the film series. We come here, and we gonna conquer, and we gonna kick some. Is that understood?

- The Aliens must be given at least equal prominence with the Marines in our campaign. Both are strong, powerful foes and neither should be seen as prey.

- Use US Army recruitment advertising as an influence in promoting the title. This will provide a real-world touchpoint to give credibility and empathy with the playable characters.

- Use key, recognisable imagery from the films and extended universe. Promote authenticity towards the original films wherever possible.

PR

- A timely and efficient release of assets is essential to building buzz for this title. - Our reannouncement must come at a time when we have compelling assets to show. Secure 24h exclusives for

asset drops wherever possible to maximise exposure. - Gearbox must be given a certain amount of free reign to generate PR hits. Randy Pitchford is a respected

development celebrity and is guaranteed to be headline material in worldwide press coverage. We must then promote an open discourse with them and react quickly to any statements he makes.

- If the title becomes controversial for any reason (either bad or good news) we must be quick to issue statements and not be afraid of commenting on the issue.

- We must maintain a consistent and constant buzz throughout the campaign, but also aim to boost metrics for the title at the key points of 180 and 120 days from release in order to secure space at retail. Fundamentally the buzz should build to a crescendo at launch.

Third parties

- Provide exclusive content on both X360 and PS3 to secure prominent placing on PSN and XBL. Explore opportunities to secure commitment from 1st parties early in the campaign.

- Evaluate new developments in XBL and PSN offerings (themes, avatars and other opportunities). - Ensure all assets are created with enough time both to secure Fox approval and to upload on XBL and PSN, given

the extensive lead-times involved.




Key Campaign Timing Date Key Events PR Themes Key Assets

May 2011 Re-announcement, first visuals online, first code eyes-on.

June 2011 E3 Developer interviews

July 2011 SDCC

August 2011 PAX Prime Gamescom Gamestop Conference

September 2011

October 2011 Eurogamer Expo NYCC

November 2011*

December 2011 Spike VGA Awards

January 2012*

February 2012 Destination Playstation

March 2012 PAX East GDC

April 2012

May 2012 Game launch, Reviews

June 2012 E3

July 2012 DLC1 launch

*Grey shading indicates when we must boost our metrics to secure retailer interest. SIGNED OFF NAME GBM Marketing PD Dev


Documents

Emails Detailing Sega and Gearbox Relationship