Upload
josh-matthews
View
272
Download
0
Embed Size (px)
DESCRIPTION
Citation preview
TITANFALL - MARKETING - PRODUCT
Titanfall is a unique product and will sa3sfy many different people with different interests. It’s complimentary merchandise and its status are crucial to providing it with a significant sense of individuality.
Titanfall will sa+sfy gaming fans of mul+ple genres: both the followers of regular first person shooters in a fast paced, war torn atmospheres, as well as Sci Fi enthusiasts, fascinated with futuris+c
innova+on and ques+onable plot lines and logis+cs.As well as the fact that it’s only available on MicrosoC’s gaming plaDorms, the idea of the game being purely a mul+player experience gives the game an exclusive
and rare image that en+ces gamers to come and get it rather than wait for it to come and get them, as the game holds specific requirements that certain gamers may need to adjust to. Overall, it puts the product,
somewhat ‘in control’. A chic limited collector’s edi+on of Titanfall is available and comes packaged in a unique design of slide up box, contains such treasures as a book of the art of the game and an 18C tall figurine of a Titan. This all adds to the exclusive atmosphere that this game holds around itself and despite the heavy pricetag, this edi+on is bound to get some aLen+on from the most engaged and somewhat compe++ve, hardcore fans within the their target audience.
Smaller figurines of the game’s characters are available, as well as a customised Titanfall xbox controller. These forms of merchandise help define Titanfall as a unique and detailed and ar+s+c product that can be enjoyed in many ways, technologically and manually. If the consumer should want to buy the game bundled with the Xbox One console, their purchases shall greet them in a both decorated with artwork the game’s scenery and themes adding to that sense of iden+ty that the game wishes to possess.The robots or “Titans” are a unique design, featuring many connected mechanisms and war gadgets as well as being equipped with large guns and having a special led light that conveys simple emo+on.
Despite the lack of any main individuals or personalities, the pilots and the titans alone act as the face of Titanfall. Their collaboration within gameplay and their detailed backstories add a sense of depth to the game and make it more than just a shallow shooter, yet donʼt take a way the casual aspect of the multiplayer only gameplay.
Titanfall combines many of the different aspects that gamers love about first person shooters, past and present. It appears to incorporate the physics and gun power of Call of Duty along with adapting in the sci fi themes and innovative robotics of many late 20th century to 21st century games, such as Gears of War and then also, adds in an aspect of parkour, that weʼve only really witnessed in another EA title, Mirrors Edge.The game presents attractive, war torn, borderline apocalyptic landscapes that merge nature with crumbling urban infrastructure and modern machinery. Pilots can be seen sprinting through these large maps with titans stomping above them, throughout these large maps. The small servers should provide a atmosphere that enables the map to be quiet enough to be able to move around for a while without being instantly wiped out by another player or bot but active enough that the environment doesnʼt become boring or un-playable (perhaps DaysZ could take a page from Titanfallʼs book).
TITANFALL - MARKETING - PRICE
A game of 21st century top quality, the game deserves a high price. However, it needs to s3ll be accessible to its en3re target audience and certain tac3cs have to be used to make the purchase convenient as well as comfortable for the consumer.
Respawn really do like to use their connec+ons with MicrosoC amongst other big companies to their advantage when it comes to pitching a good deal on prices. They use a method that acts to support the sales of the new Xbox One, even if only on a minor scale, whilst also pushing the game into the overall audience for this console, sold at a cheaper deal than if both items were bought alone. By purchasing Titanfall with Xbox’s newest console, customers save at least £40 from if they had decided to purchase both separately. It’s all part of the exclusive MicrosoC only gaming package that has driven Titanfall’s en+re campaign. So, by collabora+ng with the ‘big boys’ with the big sales, Respawn are forcing their game out into the hands of poten+al console buyers and are glamorising it with a neat price deal and a sense of convenience. However, Respawn perhaps do need this sales tac+c more so that MicrosoC, who are selling a more crucial product, therefore the inclusion of Titanfall within their sales is a win-‐win situa+on: The consumer buys the package, loves Titanfall. Alterna+vely, the consumer could hate Titanfall and want to return it yet they would’ve s+ll bought the console and would have less reason to return it and more reason to purchase even more games for it to fulfil the sa+sfac+on that they expected upon purchase. They also partnered up with MSI laptops, who offered consumers free purchase of the game if they bought one of their newest gaming laptops (which cover the cost anyway, yet just create the illusion to the consumer that they’re geZng two for the price of one due to the inclusion of the engaging ‘free’ aspect).
TITANFALL – MARKETING – PLACE
Respawn must make sure that they know their target audience’s choice of media and leisure in order to effec3vely pitch their product to them. Like most, top of the range, video games before it, Titanfall has taken advantage of an successful offer for a 30 second Television ‘spot’. This, obviously, projects the product to a vast audience but not necessarily a specific one. By placing an advert on Youtube, to be played before youtube videos, Respawn are immediately projec+ng their product to more specific group that are technologically developed enough to be using and browsing a viral video site, a group that generally, are more likely to play video games, let alone first person shooters, than the dominant middle aged – old age sec+on of the na+onal television audience.
In the corner of all the product’s web ads, the name of their main online distributor, Origin is present in the corner. This makes it clear that the ads are reliable and are provided by a well known brand.
TITANFALL – MARKETING – PromotionRespawn must use a range of crea3ve and innova3ve perspec3ves that some3mes float ‘outside of the box’ to gain inspira3on for promo3onal material to add depth and individuality to both their adver3sing campaign and their product.
The “Ogre Titan Reveal” trailer drills a hole through the games generic first person shooter shell (if it at all has one) and plants a seed of character there to flourish in the minds of scep+cal consumers. It promotes the product (the focus of the actual product) of a fic+onal company made up by Respawn. The professional aZtude of the advert almost builds promise for the fic+onal Hammond Robo+cs, let alone Titanfall, which is bound to be good. The trailer uses the pitch of one of the games major aspects, from a perspec+ve of an element of the game created by the developers to present itself as an honest depic+on of the games features and it’s crea+ve depths. The trailer also hints at many aspects of the gameplay, most notably, the idea of Oculus RiC support, which is deliberately unannounced in the trailer to build hype and keep the audience’s mind guessing. Alongside the trailer, there is also an alterna+ve reality service number of Hammond Robo+cs -‐ (1-‐888-‐88TITAN) – which really does give the company a realis+c image and tone.
Another trailer, known as “Life is beLer with a Titan”, interprets the idea of the Titans actually exis+ng in real life, crea+ng a different perspec+ve altogether. This trailer aims some light hearted aZtudes towards the game, with over the top atmosphere, enhanced by the large grin on the man’s face, the casual reac+ons to the presence of the Titan and the classic soundtrack – “My shadow and me” played over the concluding explosions and gunfire of the gameplay sequences.
Alongside the abundance of Titanfall adver+sing banners popping up on popular viral and video gaming sites and the men+on of the game’s bragging rights – being the recepient of over 75 awards-‐ other adver+sing and promo+onal techniques have been explored for Titanfall, such as the produc+on and distribu+on of an energy drink that is said to fule the body for 5 hours. On the packaging it states that “ your going to need it”. A consumer establishes a connec+on between themselves, the drink and statement on its packaging and the game in two different ways: The drink could be a manual fuel that could actually enhance the humans reflexes and therefore boost their ability in game if consumed during gaming sessions…or…the drink is meant to reference the energy that would be needed for the the in game characters and poses rather as merchandise for the product