PRESENTATION BY: CHRISTOPHER MALDARELLA VALERIYA VOLKOV KATE KOUMBAROS AMELIA CHEIKHALI

CHAPTERS I.  TURTLE ROCK II.  GAME PLAY III.  S.W.O.T. ANALYSIS IV.  TARGET MARKET V.  GOALS VI.  COMIC CON VII.  COLLEGE TOUR VIII.  PROMO WEEK

CHAPTER ONE: TURTLE ROCK

•  Lake  Forest,  CA  •  Founded  in  2002  by  Michael  Booth    •  January  10,  2008  acquired  by  

Valve  Corp.  which  later  shut  Turtle  Rock  down  

•  Re-­‐opened  by  Chris  Ashton  and  Phil  Robb  in  2009.    

•  Evolve  was  originally  “CryEngine  3”  and  was  to  be  published  by  THQ  (Trinity  AcquisiQon  Corp)  which  went  into  bankruptcy.      

 

CHAPTER TWO: GAME PLAY •  4  v  1,  cooperaQve  and  compeQQve  mulQplayer  game  

o  Hunters:  Markov,  Griffin,  Hank,  Val  o  Monster:  Goliath  

•  Takes  place  in  the  uncommon  sci-­‐fi  seYng  o  Humans  are  colonizing  and  exploring    distant  planets  o  Planet  Shear  

•  Game  is  played  in  a  series  of  4  v  1  matches  •  Focus  of  the  players  at  all  Qmes  is  kept  on  the  acQon  

o  Weapons  have  unlimited  ammo  o  AutomaQc  acQons  are  set  

•  Keeps  a  balance  between  the  4  v  1  

CHAPTER THREE: S.W.O.T. ANALYSIS STRENGTHS, WEAKNESSES, OPPORTUNITIES, TREATS

CHAPTER THREE: S.W.O.T.  Strengths  ·∙            Even  with  the  unpredictable  economic  situaQon,  the  video  game  industry  is  conQnuously  growing  ·∙            Unique  storyline  and  features  ·∙            Facebook-­‐  100K  likes,  Twiber-­‐41.2K  ·∙            Strong  fan  base  for  Lec  4  Dead  4.6M  likes,  23.6  K  fans  on  twiber  (Both  games  have  similar  model)  ·∙            Suitable  for  PC,  PS4,  XBOX  ONE  ·∙            Released  during  holidays  –  great  for  gic  giving  

Weaknesses  ·∙            Turtle  Rock-­‐  Only  have  two  games  under  their  belt  (Lec  4  Dead,  Evolve)  ·∙            2K-­‐  Doesn't  have  much  weight  in  the  industry-­‐  Game  resume  has  no  similarity  -­‐>  no  history  with  Evolve’s  target  market  ·∙            Game  is  not  suitable  for  older  game  plamorms-­‐  XBOX  360,  PS  3,  Wii  •  Delay  in  release-­‐  pushed  back  many  months    

CHAPTER THREE: S.W.O.T.  Opportuni2es  ·∙            Build  both  companies  relevance  in  market  ·∙            Can  create  franchise  with  first  Evolve  game  ·∙            Adhere  to  the  need  of  older  game  plamorms    ·∙            Use  strong  online  fans  to  create  abenQon  

Threats  ·∙            CompeQQon  (EA)  has  more  sway  in  the  market  ·∙            Loss  of  potenQal  customers  because  of  lack  of  socware  selecQon  ·∙            Bulk  of  sales  and  abenQon  will  decrease  rapidly  acer  a  few  weeks  acer  release                        

CHAPTER FOUR: TARGET MARKET •  Male  •  18-­‐34  •  Income  35+    •  High  school  grad  •  Single,  married,  in  a  relaQonship    •  Where  ever  video  games  are  sold    •  Already  involved  in  video  games  •  Interests:  science  ficQon,  shooter,  strategy  gaming    

CHAPTER FIVE: GOALS •  Create  extreme  hype  surrounding  the  game  and  its  launch  •  Establish  a  high  awareness  of  the  game  and  its  differences  

from  past  sci-­‐fi  shooter  games  •  Generate  very  high  first  week  sales  •  Be  recognized  as  the  ‘it’  game  of  the  holiday  season  •  Create  a  respect  toward  this  game  as  it  is  Turtle  Rock’s  first  

‘adult’  and  serious  game  •  Establish  Turtle  Rock  as  a  major  player  in  the  gaming  world  

GOALS  •  Create  massive  awareness  about  EVOLVE,  its  points  of  differences  from  

classic  sci-­‐fi  shooter  games,  and  make  note  of  its  changed  release  date  •  Engage  customers  with  an  EVOLVE  experience  and  leave  a  favorable  

impression  about  the  game  in  their  mind  •  Increase  presale  numbers  and  ulQmate  sales  of  the  EVOLVE  game  in  

general      OBJECTIVES  •  Interact  with  Comic  Con  abendees  and  hand  out  informaQonal  cards  

and  EVOLVE  branded  materials    •  Promote  interest  in  game  and  create  fun  experiences  associated  to  

game      STRATEGIES  •  Select  exclusive  group  of  200  industry  leaders  and  influences        TACTICS  •  Private  keynote  presentaQon  about  EVOLVE  game    •  EVOLVE  Experience  Booth  •  EVOLVE  ShooQng  Range    

CHAPTER SIX: Comic Con

CHAPTER SIX: Comic Con

InformaQonal  Speech  and  Experience  Booth    •  Keynote  PresentaQon:  A  crowd  of  200  industry  leaders  such  as  game  bloggers,  game  

reviewers,  famous  game  players,  and  game  magazine  contributors  will  abend  a  keynote  style  speech  about  the  game  and  its  style  of  play.  Abendees  will  get  to  try  out  game  and  play.    

•  Experience  Booth:  Large  booth  with  EVOLVE  signage,  large  televisions  displaying  game  play,  and  informaQonal  pamphlets.  Four  actors  will  be  at  booth  at  all  Qmes  dressed  as  the  four  characters  you  can  play  in  game.  Life  sized  monster  will  also  be  at  booth  for  photo  ops.  Plenty  of  free  EVOLVE  ‘swag’  to  be  given  out.  

•  ShooQng  Range:  A  virtual  ‘shooQng  range’  would  be  created  with  four  different  allies.  Each  will  provide  users  with  a  replica  of  a  real  gun  featured  in  the  game  specific  to  1  of  the  4  characters  you  can  chose  to  play.  Each  screen  will  put  players  a  situaQon  of  game  play  when  that  specific  gun  would  be  opQmal.  

 GOALS      •  Create  awareness  for  EVOLVE  video  game  amongst  college  students    •  Create  interest  in  EVOLVE  video  game  in  students  that  are  not  hardcore  gamers  or  wouldn’t  have  

tried  game  out  otherwise  •  Generate  a  large  amount  of  social  media  impressions    

OBJECTIVES  •   Create  fun  and  exciQng  atmosphere  at  college  campus  •  AcQvely  engage  student  body  in  EVOLVE  game  play  and  experiences  •  Create  over  all  awareness  of  video  game  in  Qme  for  preorder  and  holiday  season  

STRATEGIES  •   Conduct  7  college  visits  on  each  coast  to  large  college  campuses  that  have  a  student  body  fiYng  

our  target  customer    •  Mapping  out  most  effecQve  and  Qme  efficient  route  for  each  coast  (2  days  at  each  campus)  

TACTICS  •  Provide  students  with  the  opportunity  to  play  a  fully  funcQonal  version  of  EVOLVE  video  game  •  Created  a  modified  version  of  the  EVOLVE  Experience  Booth  •  EVOLVE  ShooQng  Range      

CHAPTER SEVEN: College Tour

CHAPTER SEVEN: College Tour College  Tour:  Game  play  and  Armory    

•  EVOLVE  tour  bus  oumibed  with  logo  and  team  of  6  EVOLVE  brand  ambassadors  will  visit  14  college  campuses  

•  7  colleges  on  each  coast  (West  and  East)  •  East  Coast:  DePaul  University,  Penn  State,  Boston  College,  Syracuse,  Chapel  

Hill,  Georgetown,  and  Full  Sail.  •  West  Coast  Colleges:  University  of  Washington  (Seable),  University  of  Oregon,  

Arizona  State,  University  of  Colorado,  University  of  Southern  California,  UCLA,  and  Stanford.    

•  There  will  be  a  scaled  down  version  of  the  Experience  Booth  from  Comic  Con  constructed  on  each  campus  

•  The  Virtual  ShooQng  Range  from  Comic  Con  will  also  be  reconstructed  in  full  at  each  tour  stop    

•  Staff  will  be  at  each  stop  to  answer  any  quesQons,  engage  and  encourage  game  play,  and  provide  Qps  for  the  game  

 

 GOALS      •  Create  awareness  for  EVOLVE  video  game  amongst  general  public  and  gamers    •  Enforce  conQnued  interest  in  game  for  those  who  may  have  lost  interest  due  to  

game  release  date  push  back    •  Generate  large  amount  of  preorder  numbers  

OBJECTIVES  •  Double  the  amount  of  preorder  numbers  at  the  start  of  promoQon  week  •  Find  high  traffic  places  in  people’s  lives  to  promote  EVOLVE-­‐  online/real  life  •  Saturate  market  for  a  week  and  then  slowly  conQnue  moderately  unQl  official  

release  

STRATEGIES  •   See  following  slide  

TACTICS  •  See  following  slide  

CHAPTER EIGHT: Pre-Order Hype Week

CHAPTER EIGHT: Pre-Order Hype Week

•  Cardboard  cut  outs,  info  flyers,  and  info  cards  branded  with  EVOLVE  logo  and  characters  sent  to  major  retailers  such  as  BestBuy,  Target,  Wal-­‐Mart,  GameStop  the  2nd  week  in  November.  

•  During  this  period,  November  9-­‐15,  a  deal  will  be  worked  with  GameStop  to  have  all  employees  wear  EVOLVE  branded  tees  with  the  game  release  date  on  front  and  back.  

•  Total  ‘take  over’  of  the  GAMEFLY  and  YOUTUBE  homepage  during  this  week  with  ads  direcQng  people  to  preorder  pages.  

•  Buying  ad  space  on  HULU  and  YOUTUBE  showing  30  seconds  clips  of  game  play  ending  with  a  preorder  link.    

•  Partnership  with  SUBWAY  eatery  to  have  fountain  cups  branded  with  EVOLVE  characters.  •  Chalk  foot  prints  around  New  York  City  and  other  major  ciQes  sidewalks  to  mimic  the  game  

cover  with  release  date  below.  •  Exclusive  views  of  the  game  posted  all  week  via  VINE,  TWITTER,  FACEBOOK,  and  

INSTAGRAM.    •  MAJOR  EVENT:  To  kick  start  this  promo  week,  the  life  sized  30-­‐  foot  replica  of  Goliath  will  be  

dropped  off  in  Union  Square  on  November  8th  in  a  crate.  On  the  huge  wooden  box  will  be  game  logo  and  release  date.  On  the  final  day  of  promo  week,  the  box  will  be  opened  with  a  major  reveal  event  to  welcome  Goliath  to  Union  Square  (GameStop  right  outside  Union  Square).