Titanfall aims to appeal to a wide gaming audience through its unique combination of first person shooter, science fiction, and multiplayer gameplay elements. It seeks to develop a strong brand identity through specialized merchandise, limited editions, and exclusive availability on Microsoft platforms. To make the product accessible while justifying its high quality, Titanfall is priced accessibly through bundles with the Xbox One console and other partnered hardware purchases. These strategies aim to present Titanfall as a premium, artistic product and gaming experience.
In this blog post, MAAC Kolkata is going to discuss the remarkable revolution of use of animation in Video Games in the gaming industry.
MAAC Kolkata has taken this initiative to write on it so as to educate the beginners how gaming evolved and VIDEO GAMES from the primordial times.
Since the last generation of consoles were released 7 years ago, the gaming industry has been through a seismic revolution with social media and mobile technology creating completely new types of gamer. With the next generation of consoles from Sony and Microsoft likely to be available later this year, we wanted to explore this fragmented gaming audience landscape and measure the challenge that lies ahead for the two giants.
In the first of a two part post, we interview four people from within the gaming industry to understand how they see the landscape and where the power to engage and own gaming audiences lies.
Gaming: The Genre of Transmedia Used Within Star WarsMolly Trumble
Molly - Web Play, Games and Gamification - Assignment 2: Case Study
The content within this body of work is licensed under the Creative Commons Attribution License and was created for Academic Purposes. The opinions and words expressed are that of the author and not a reflection of any associated institution.
The use of copyrighted logos, images and figures within this body of work falls under the Fair Dealing exclusion to Australian Copyright Law, for the purposes of Criticism and Review. All works have been appropriately attributed to the relevant legislates.
In this blog post, MAAC Kolkata is going to discuss the remarkable revolution of use of animation in Video Games in the gaming industry.
MAAC Kolkata has taken this initiative to write on it so as to educate the beginners how gaming evolved and VIDEO GAMES from the primordial times.
Since the last generation of consoles were released 7 years ago, the gaming industry has been through a seismic revolution with social media and mobile technology creating completely new types of gamer. With the next generation of consoles from Sony and Microsoft likely to be available later this year, we wanted to explore this fragmented gaming audience landscape and measure the challenge that lies ahead for the two giants.
In the first of a two part post, we interview four people from within the gaming industry to understand how they see the landscape and where the power to engage and own gaming audiences lies.
Gaming: The Genre of Transmedia Used Within Star WarsMolly Trumble
Molly - Web Play, Games and Gamification - Assignment 2: Case Study
The content within this body of work is licensed under the Creative Commons Attribution License and was created for Academic Purposes. The opinions and words expressed are that of the author and not a reflection of any associated institution.
The use of copyrighted logos, images and figures within this body of work falls under the Fair Dealing exclusion to Australian Copyright Law, for the purposes of Criticism and Review. All works have been appropriately attributed to the relevant legislates.
BSS COMPANY Inc. is a game development company. It is located at Seoul, South Korea. We make multi-platform games. [Dicast:Dash]is now on iOS store and google store. [Dicast:Rules of Chaos] will be released on console, steam and mobile in this year!
Mindshare shared this Point of View report from E3. Even skimming the 35+ pages of content will give you some good insights and highlight how much the world is changing. Gamers are not just 18-25 males; they are cross gender, age and cultures.
BSS COMPANY Inc. is a game development company. It is located at Seoul, South Korea. We make multi-platform games. [Dicast:Dash]is now on iOS store and google store. [Dicast:Rules of Chaos] will be released on console, steam and mobile in this year!
Mindshare shared this Point of View report from E3. Even skimming the 35+ pages of content will give you some good insights and highlight how much the world is changing. Gamers are not just 18-25 males; they are cross gender, age and cultures.
PAGE 9Running head Microsoft’s Xbox One Marketing Failure .docxalfred4lewis58146
PAGE
9
Running head: Microsoft’s Xbox One Marketing Failure in Japanese Gaming Industry
An analysis on the Microsoft’s Xbox One Marketing Failure in Japanese Gaming Industry
Eric Christopher Tingson Garcia
Davenport University
BUSN 520
March 29, 2015
Table of Content
Synopsis about the marketing issue…………………………………………………........……….3
What makes this is a marketing issue?.............………………………………………...…..……..4
What macroenvironmental issues led to the current situation?………….………………………..7
Prediction of recovery (if a negative) or success?...........................................................................8
Is the organization handling this marketing issue appropriately?…………………………....……9
Conclusion…………………………………………………………...………………...…...……10
References……………………………………………………………...………………………...11
Give us a synopsis about the marketing issue.
When one thinks about Microsoft as a company, above all else, Windows Operating System usually comes to mind. It is and always will be what made Microsoft a multi-billion dollar company. With almost all PC being run by Microsoft Windows in the entire world, one would think Microsoft is pretty successful, especially its marketing considering its global gasp in computer software operating systems. A success in one sector or a specific product does entirely entail success in another sector. Like all huge tech companies, Microsoft has taken upon itself to branch out within the technological business and join the likes of Nintendo, Sony and Sega, into the gaming world. On the year 2000, Microsoft introduced its very own gaming console, the Xbox to the gaming community for the very first time. It’s success lead to the multiple evolutions of the Xbox, and Microsoft’s place and acceptance into the very finicky gaming industry (Rick, 2013).
The Xbox and Xbox 360, the predecessors of Microsoft’s most current and advance game console, the Xbox One, were successful during their production period. The success of the previous console, pave the way for its new baby brother. The Xbox, through trial and error, have developed so many software accessories, in the form of Xbox live, which allowed players from the entire world to play against each other. No longer would one need to be physically present to play another player. Within the confines of one’s house, a gamer can play just about anyone in the entire world without having to lift oneself up from their chair. The latter, the Xbox 360 was then introduced and blew everyone’s minds away with intense hardware capability, rendering images with extreme realism. This hardware spec, combined with the world wide multiplayer capability, lead to a greater success for the Xbox 360, outselling its other competitions, such as the Wii U and the Sony’s Playstation 3 (Rick, 2013).
The Xbox One introduced recently last year, brought forth, modern multimedia capabilities, a 1020p HD realistic rendering technology, and an extensive multiplayer server, capable of hosting any games .
PAGE 1Running head Microsoft’s Xbox One Marketing Failure .docxalfred4lewis58146
PAGE
1
Running head: Microsoft’s Xbox One Marketing Failure in Japanese Gaming Industry
An analysis on the Microsoft’s Xbox One Marketing Failure in Japanese Gaming Industry
Davenport University
BUSN 520
March 29, 2015
Table of Content
Synopsis about the marketing issue…………………………………………………........……….3
What makes this is a marketing issue?.............………………………………………...…..……..4
What macroenvironmental issues led to the current situation?………….………………………..7
Prediction of recovery (if a negative) or success?...........................................................................8
Is the organization handling this marketing issue appropriately?…………………………....……9
Conclusion…………………………………………………………...………………...…...……10
References……………………………………………………………...………………………...11
Give us a synopsis about the marketing issue.
When one thinks about Microsoft as a company, above all else, Windows Operating System usually comes to mind. It is and always will be what made Microsoft a multi-billion dollar company. With almost all PC being run by Microsoft Windows in the entire world, one would think Microsoft is pretty successful, especially its marketing considering its global gasp in computer software operating systems. A success in one sector or a specific product does entirely entail success in another sector. Like all huge tech companies, Microsoft has taken upon itself to branch out within the technological business and join the likes of Nintendo, Sony and Sega, into the gaming world. On the year 2000, Microsoft introduced its very own gaming console, the Xbox to the gaming community for the very first time. It’s success lead to the multiple evolutions of the Xbox, and Microsoft’s place and acceptance into the very finicky gaming industry (Rick, 2013).
The Xbox and Xbox 360, the predecessors of Microsoft’s most current and advance game console, the Xbox One, were successful during their production period. The success of the previous console, pave the way for its new baby brother. The Xbox, through trial and error, have developed so many software accessories, in the form of Xbox live, which allowed players from the entire world to play against each other. No longer would one need to be physically present to play another player. Within the confines of one’s house, a gamer can play just about anyone in the entire world without having to lift oneself up from their chair. The latter, the Xbox 360 was then introduced and blew everyone’s minds away with intense hardware capability, rendering images with extreme realism. This hardware spec, combined with the world wide multiplayer capability, lead to a greater success for the Xbox 360, outselling its other competitions, such as the Wii U and the Sony’s Playstation 3 (Rick, 2013).
The Xbox One introduced recently last year, brought forth, modern multimedia capabilities, a 1020p HD realistic rendering technology, and an extensive multiplayer server, capable of hosting any games with multiplayer capability. It .
Strategic ManagementI envision about 15 minutes spent on each .docxdessiechisomjj4
Strategic Management
I envision about 15 minutes spent on each of the first five questions and about 45 minutes spent on the last one.
Short Answers
1. What factors do you think enabled Sega to break Nintendo's near monopoly of the U.S. video game console market in the late 1980s?
2. Why did Nintendo choose not to make its early video game consoles backward compatible? What were the advantages and disadvantages of this strategy?
3. What strengths and weaknesses did Sony have when it entered the video game market in 1995?
4. What strengths and weaknesses did Microsoft have when it entered the video game market in 2001?
5. In what ways did Nintendo's Wii break with the norms of competition in the video game industry? How defensible was its position?
Long Answer
6. Comparing the deployment strategies used by the firms in each of the generations, can you identify any timing, licensing, pricing, marketing, vertical integration, or distribution strategies that appear to have influenced firms' success and failure in the video game industry?
Crafting a Deployment Strategy
Deployment Tactics in the Global Video Game Industry
In the global video game industry, the introduction of each generation of console has ushered in a new battle for market dominance. New entrants have made startling entrances and toppled seemingly invincible incumbents. Game developers, distributors, and customers have had to watch the battle closely in order to place their bets about which console would emerge as the generation's victor. Each generation has also revealed which deployment strategies have paid off--or proven fatal-for the contenders.a
Pong: The Beginning of an Era
In 1972, Nolan Bushnell founded a company called Atari and introduced Pong, a Ping-Pong-like game that was played on a user's television set with the aid of the Atari console. In its first year, Pong earned more than $1 million in revenues. Pong and over 60 similar knockoffs soon flooded the market. In these early years of the · video game industry, swift advances in integrated circuits enabled a rapid proliferation of new consoles and games. By 1984, video game console and games sales had reached $3 billion in the United States alone. However, console makers in this era did not utilize strict security measures to ensure that only authorized games could be played on their consoles, leading to explosive growth in the production of unauthorized games (games produced for a console without authorization of that console's producer). As a result, the market was soon saturated with games of dubious quality, and many unhappy retailers were stuck with video game inventories they were unable to move. Profits began to spiral downward, and by 1985, many industry observers were declaring the video game industry dead.
The Emergence of 8-Bit Systems
Much to everyone's surprise, however, two new companies from Japan entered the U.S. video game market, Nintendo, with its 8-bit Nintendo Entertainment System .
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Influencer marketing isn't just for big brands or consumer products anymore. In 2024, marketers face hurdles like escalating paid channel costs, diminishing organic reach, and building trust in their ideal customer accounts. This session offers practical ways to bring influencer marketing into your organization, to provide cost-effective access to niche audiences, countering budget constraints and rising CPMs. We'll discuss the impact of social algorithms on reach, the trust deficit in traditional advertising and how influencer partnerships offer genuine connections with audiences. Attendees will gain actionable insights to integrate influencer marketing into their strategies, leveraging influencers for impactful campaigns in both B2B and B2C environments. Join us to unlock the potential of influencers in navigating the evolving marketing landscape of 2024 and driving meaningful business growth.
Key Takeaways:
- Educate on the various types of influence we can use as marketers
- Establish the problems that make influencers a priority
- Walk through some practical tactics on HOW to run a program leveraging several of these influence channels
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Marketing as a Primary Revenue Driver - Lee Levitt
Titanfall Marketing Document
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