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Assassin Creed

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					CASE STUDY




DANIEL SECAREANU
               Agenda

•   Introduction
•   Market Context
•   Project Overview
•   Branding
•   Positioning
•   Impact
         Introduction

• Ubisoft – more than 20 years of experience in
  the entertainment industry
• Focused on strong brands, in-house
  development and a global distribution network
• New creations = success & long term growth
• Assassin’s Creed – more than 2.5 mil units sold
  worldwide in the first month
• What drove Assassin’s Creed success?
   Market Context 2007

• 2007 – high growth year for gaming industry
• DFC identifies four high flyers: Activision,
  GameStop, Nintendo and Ubisoft
• Console market split among Sony PlayStation3,
  Microsoft Xbox 360 and Nintendo Wii;
• Games market proving successful for both epic,
  as well as casual games
• Sequels or already established titles dominate
       Project Overview

• Assassin’s Creed – next-get game redefining the
  action/adventure genre
• Merges technology, game design, theme, and
  emotions into a unique and innovative world
• Inspired by historical events and played having
  social rules in mind
• Assassin’s Creed – the right ingredients to
  create a top quality product
                Branding
• Assassin’s Creed – a new intellectual property title
• AC brought gaming to the next level through its unprecedented
  freedom of action and highly realistic environments
• AC made the promises of a compelling story and an innovative
  gaming experience and delivered on them
• Storyline – framework for future sequels
• Assassin’s Creed – easily memorable brand name
• Experience the power of the Assassin…
• Nothing is true, everything is permitted…
           Positioning

• Assassin’s Creed – new next-gen IP that
  redefines the action/adventure genre through an
  innovative gaming experience
• Experience the power of the Assassin –
  emotional experience
• Nothing is true, everything is permitted – power
  through freedom
• Next-gen game on next-gen platforms
        Communication

• 4 years of continuous small reveals and well
  kept secrets building expectations and hype
• Pre-launch and post-launch mechanics
• Not just telling or showing, but involving the
  community (game play footage, community
  generated content, hands on events)
• Pretty girls can sell anything
                   Impact
• Assassins’ Creed won more than five industry awards in
  2006
• New IP actually worked
• Generating hype worked as well
• High quality graphics also worked
• Innovative environment , story and controls worked
• Company brand and marketing budget helped all these
  work
• Assassin’s Creed sold 2.5 mil units in the first four weeks,
  surpassing all expectations

				
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posted:6/18/2012
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