1. By
Edward
Fawcett.
The 4
P’s.
Red Dead Redemption Angry Birds
Product:
• PS3
and
Xbox
360
opened
up
new
gaming
opportunities
to
help
them
realise
their
creative
ambition.
• Necessary
financial
resources.
• Older
audience
on
average
36
years
old.
• Violent
content
and
mature
themes.
• Fits
in
with
the
‘Rockstar’
brand.
• $80-­‐$100
million
in
4-­‐6
years.
• Cutting
edge
technology
(RAGE)
• Size
of
the
file.
• Limitations
on
angry
birds.
• iPhone’s
/Smartphone
products.
• Fun,
addictive,
short
bursts,
casual.
• Different
way
of
playing
on
a
small
screen
on
the
go.
• Causal
market
is
the
largest
market.
Placement:
• Simultaneous
release
created
event
openings.
• Physical
distribution
targets
a
larger
target
audience.
• Conventional
way
of
distribution
of
tried
and
tested
target
audience.
• Retail
can
help
promotion.
• Physical
product
80%
UK
gaming
revenue.
• Red
Dead
Redemption
Very
large
game
(Memory)
requires
large
download.
• Purely
a
digital
distribution.
• Primarily
through
the
‘iPhone’s’.
• Only
through
the
app
store.
• Dictated
by
‘Games
design’.
Promotion:
• 12
months
and
marketing
campaign.
• Every
promotional
marketing
strategy
used
and
exploited.
• Expensive
and
thorough.
Designed
to
build
up
launch
/
event
release.
• HAS
TO
SUCCEED!
• $100
million
–
Break
even
–Break
even.
• Consumption
visible
because
of
physical
distribution.
• Physical
distribution
dictates
that
R*
need
a
fast
seller
to
ensure
retailers
can
move
stock
effectively.
• Press
relations
(P.R).
• Get
the
game
into
journalists
and
game
forum
members.
• Trusted
opinion
makers.
• Territory
by
territory
(North
American
/
Scandinavian).
• Time
consuming.
• Initial
investment
was
low.
• Digital
distribution
is
a
cheap
way
of
promotion.
Price:
• $40
RRP.
• Conventional
product
expected
to
be
a
triple
‘A’
product.
• $40
–
Allows
for
VAT
Retail,
console
licence
and
distribution
to
be
taken
out
and
R*
still
makes
a
profit.
• No
cost
to
consumer.
• ‘In
app
purchases’
i.e.
‘The
mighty
Eagle’.
• New
content.
• Merchandise.
• ‘Freemium’.