1. 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).

2. 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).

3. 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.

4. TITANFALL – MARKETING – Promotion
Respawn
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