Product, Price, Place & Promotion - Titanfall
The standard product for Titanfall is the actual game on the Xbox One platform. The Xbox One
is Microsoft's latest console and Titanfall is the one of the ﬁrst major games to be released on
the Xbox One since the console was released late 2013, it will then be released in April for
Microsofts famous but older Xbox 360. Titanfall is only available on Microsoft hardware so it is
available on PC along with the two Xbox’s.
Xbox One - Microsofts ﬂagship product ‘Titanfall’ will aimed at Microsofts ﬂagship console
‘Xbox One’ almost a month before it will be released on the 360 which the majority Xbox fans
have. The game along price which is the main product is retailed at £42.99 which is average for
all popular games and especially for ﬁrst person shooters. Exclusive for the Xbox One you also
•Xbox One Console with Titanfall download : £389.99 - This works out
cheaper to buy this bundle than to actually buy the bundle without Titanfall.
•Titanfall Collectors Edition : £249.99 - Comes with the game, a huge
detailed Titan statue with extras, art book and schematics poster.
•Titanfall Season Pass : £20 - Saves you money by purchasing
the season pass for a one off payment, as opposed to
buying each DLC pack separately.
•Xbox One Titanfall Wireless Controller : £54.99 -
Titanfall decorated controller with features to enhance
•Xbox One Titanfall Wireless Controller & Titanfall
Game : £92.99 - The bundle works out cheaper to buy
than if you were going to buy them both separately.
Xbox 360 - Titanfall will be released on Xbox 360 on 11/04/14 instead of being released when
it was on the Xbox One. The price is £41.99 which is good for a big Xbox game; it is slightly
cheaper than the average retail price of a standard Call Of Duty game which is £44.99.
Exclusive for the Xbox 360 you have:
• Titanfall Collectors Edition : £249.99 - Comes with the game, a huge detailed Titan statue
with extras, art book and schematics poster.
• Titanfall Season Pass : £20 - Saves you money by purchasing the season pass for a one off
payment, as opposed to buying each DLC pack separately.
PC - The PC version of Titanfall was released along with the Xbox One version as they wanted to
hit the computer gamer market straight away instead of launching it later; computer gamers will
generally stay on computers but Xbox gamers will upgrade so this gives them another reason to
get the Xbox One. The PC version is retailed at £39.99 and a downloadable version at £37.99;
this is exactly like other PC ﬁrst person shooters such as Call Of Duty. Exclusive for PC you have:
• Titanfall R.A.T 3 Mouse : £69.99 - A Titanfall styled gaming mouse with customisation and
• Titanfall S.T.R.I.K.E 3 UK Keyboard : £109.99 - A Titanfall styled gaming keyboard with
customisation and custom key settings.
• Titanfall Season Pass : £19.99 - Saves you money by purchasing the season pass for a one off
payment, as opposed to buying each DLC pack separately.
There are many extra Titanfall merchandise which promotes the game:
•Xbox Live 12 & 24 month memberships with Titanfall graphics - Reduced price & marketed at
playing Titanfall online.
•Titanfall Ofﬁcial Prima Game Guide : £12.99 - Standard game strategy guide to help you
•The Art of Titanfall : £24.99 - Book on the artistic design development of Titanfall.
•Titanfall Earforce Atlas Gaming Headset for Xbox One, Xbox 360 and PC : £119.99 - All
round gaming headphones that is compatible with any console.
•Titanfall branded apparel : T-shirts, beanies, wristbands, bags & hoodies - Lifts the game
making it look professional, also walking advertisement.
•Titanfall Toy K’Nex Sets - Get collectors and people from a younger age involved.
•Titanfall 5 Hour Energy Drinks - Branding ﬁts in with everyday life, some could want a drink
and see a Titanfall advertisement.
•Solider Dog Tags.
Download - The download version of Titanfall came out when the Xbox One and PC hardcopy
came out. It gives computer gamers an easier way of getting the game as they can have it
downloaded straight in front of them. The company ‘Origin’ (which is owned by EA) has teamed
up with Respawn to offer there computer gamers another way to get Titanfall. Downloads vary
• Titanfall Digital Deluxe Game : £59.99 - It includes the game and a season pass, season pass
is a upfront payment of all 3 DLC’s.
• Titanfall Game : £44.99 - Standard game download, it’s more costly than a hardcopy.
The pricing for Titanfall is surprisingly cheaper than most ﬁrst person shooters or block buster
games and with rising game development costs you would wonder why they wouldn't be rising
the costs. Seeing how there is no 10 hour campaign or anything like that, the development cost
is most likely compared to a game like Tomb Raider ($100,000,000); and the fact that
customers are charged around £43 for the standard game means they are probably making
some good money from the game, even if it doesn't sell like a GTA or COD. Respawn studio
head Vince Zampella said “It takes a separate team months to create a campaign, and if
virtually no one will ﬁnish it, there’s no point. But people spend endless hours in the multiplayer
experience, so why not put all the resources there?”. Respawn is trying to bring a new unique
style of a ﬁrst person shooter to the gaming market by offering quality over quantity which is
why the price is slightly less but still similar than most games; it’s a risk.
Respawn will need help launching the game, which is where EA comes in; EA has links of places
to sell the game in so they will contact websites, supermarkets and game stores; out of those
they will often pick out ﬂagship stores to really promote the game. Retail shops are still
important, and the publishers like it that way.
Retail is a by-the-numbers business. It’s perfect for established systems to ﬂow smoothly from one
SKU to the next. Publishers such as EA, like that retailers represent stability and that they offer a
competitive advantage over smaller stores and websites. Titanfall’s ﬂagship store in the UK is
‘Game’; Game offers deals and merchandise that no other store offers which is why it is
popular among Brits. America is a much bigger place and it is where the game was made so on
the Titanfall ofﬁcial website they offer many places to buy the game in store.
Retails good but the web is just as good but even better; every retail store will have a website in
which you can buy the game on. You can also see all the Titanfall related products there on one
page as they may not have that stock in stores. Customers can browse through endless prices of
the game game but on different websties as well; these websites will go to directly to Respawn,
Microsoft or EA to order in Titanfall. Titanfall’s ﬂagship online store is ‘Amazon’ as it is a huge
company and just like ‘Game’ they can dominate the smaller business with sales which is good
for Respawn and EA.
Promotion is the last main thing Titanfall needs to hit. Respawn will promote Titanfall separately
through their website but the main promoters are EA and Microsoft. Brands like EA and
Microsoft are already connected to lots of consumers already, e.g. people who own an Xbox or
PC; which will end with a large percentage of sales. Also these companies already have
account on all the top social media sites so they will be posting alongside Respawn to get the
message out as much as possible.
Social networks are Titanfall’s biggest promotion.
They have the ability to show millions of people they
key aspects of the game through a click of button.
Titanfall has it’s own Twitter, Facebook, YouTube &
Google account to present Titanfall content such as images, videos & status’s out to they huge
network of internet users. So far the Ofﬁcial Titanfall YouTube page has got over 90,000
subscribers and along with their efforts, a lot of the YouTube gaming community has got
involved with Titanfall too such as the gaming company “Machinima” which created an Obama
Titanfall has also taken up a playlist on the “Game” YouTube page
which was released 5 months before the game came out which got
British people from the game scene involved. YouTube hasn't just
been used to post videos of Titanfall; it has been used as a video
advertisement too, so someone could be watching any other video
on YouTube and would have to watch the Titanfall TV trailer before
hand. If Titanfall gets the attention of frequent internet surfers and
regular social media users then the ‘word of mouth’ starts to take off in and off the screen which
is good for Titanfall as consumers trust the opinions of their friends more than they do
Titanfall’s mass market advertising still matters, even while social media creates and distributes
cultural and entertainment hits. Social networks are becoming mass-market machines as
opposed to people-power. EA are ﬁguring out how to connect with people in the real world.
This is where TV ads, magazine and newspaper adds, game reviews, posters and displays make
their key part. EA and Microsoft are hitting consumer connectivity on a massive scale. Titanfall’s
huge milestone in promotion will be releasing the game at ‘E3’ which the worlds biggest gaming
conference; the audience varies from the biggest heads in the gaming industry to game testers
to journalists to customers. After the game has been shown there, popularity will then start to
rise with the game.
Microsoft will give ‘Titanfall’ a big space on the Xbox One & 360 home screen/dashboard
which will cross the eyes on hundreds of thousands, maybe millions of game players. They
would display a trailer of the game, information, screen shots and most importantly a beta. The
beta will give players the ability to play the game early in order for Respawn to see if it words
properly and that there is no bugs or glitches within the levels. Word will get around and videos
will be made of this experience which will boost the game massively.