4 PAGE MARKETING DOCUMENT.

SAM KING

Long Road Sixth Form

T I T A N F A L LMarket ing.

L R S F C | L E V E L 3 A P P L I E D M E D I A D I P L O M A

THE GAME.Product.

Titanfall is a 2014 first-person shooter multiplayer video game developed by Respawn Entertainment and published by Elec-tronic Arts exclusively for Microsoft Windows, Xbox 360, and Xbox One. TitanFall is created From the creators of Call Of Duty - one of the most anticipated xbox exclusive games so far.

Gameplay.

In Titanfall, players compete in six-on-six online multiplayer-only matches set on a war-town planet, playing as mech-style Titans and their pilots. The game's action is fast-paced: as pi-lots, players can run along walls and link jumps together parkour-style, as well as employ special abilities such as cloak-ing; as Titans, players are equipped with more destructive armaments and special protective shields. Several gameplay elements were designed to increase the game's accessibility, such as a locking pistol, the supplementing of each team with weak AI bots for easier kills, and temporary power-ups. Respawn describes the game as bringing "scale, verticality, and story" to first-person shooter multiplayer gaming, incorporating elements traditionally used in single-player cam-paigns. The game uses Microsoft's cloud computing services to offload non-player activity to servers and optimize the home computer for graphical performance.

Pricing.

The price for Titanfall varies in how you want to buy it, if you want to buy the game alone from retail stores it will cost you between £39.99 - £45.99. This is a standard price for a anticipated game for console gaming, this kind of price is what you would see for games such as ‘Call of Duty’ or ‘Fifa’. There is also the option to buy the new Xbox One including a titanfall download which will cost you £389.99, this actually works out cheaper than buying the console alone, if you were to buy just the Xbox One it would cost you £399.99, this technique is to benefit Respawn Entertainment for signing a Microsoft exclusive deal, meaning Respawn will get more game sales and earn more - to make up the loss on being only available on Microsoft platforms and not other platforms such as Sony. You can also buy the ‘Titanfall Collector’s Edition’ which includes the Titanfall game, an 18” tall Titanfall titan statue with pilots, a Titanfall artwork book, a Titan-fall titan poster and a certificate of authenticy for all the items which in total costs £249.99. This price is a lot higher than other ‘collector editions’ of game releases, for example, the Call of Duty Ghosts Collector’s Edition costed £120.99. Titan-fall is also available on PC this edition of the game costs £34.99.

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Platforms & Killer App Exclusives.

Titanfall is a Microsoft exclusive game, this means this game for either a certain period of time, or forever will only be able to be bought/played on Microsoft platfroms, these include: Xbox 360, Xbox One, PC. This exclusive is a marketing technique called ‘killerapp’ this is the game that should make people want to buy the product, an example of this is the Apple Ipod. Apple created the Ipod which did exactly the same thing as MP3 play-ers did but the Ipod overtook the MP3 player and wiped it off the market, not because of the Ipod, but because of it’s ‘Killer app’ - Itunes. Itunes gave the person who owns the ipod a place online where they could buy music, they would no longer have to buy a CD, put it into a computer, burn the disc to the computer, put the files off the computer onto the MP3 player, then have to name the files by their right now on the MP3 player. With Itunes you could simply click which song/album you wanted and it would download onto the Ipod straight away and there would be no hassle at all. This is what Micro-soft are trying to do with the Xbox One, by getting Respawn to sign their game Titanfall with Microsoft and only Micro-soft then people who see the game and then want it will go and buy an Xbox One or PC instead of a PS4 because the ‘Killer app’ they want is only on Microsoft platforms.

Focused Marketing.

Titanfall, along with a lot of other games uses marketing such as, TV adverts, YouTube Adverts, trailers, posters and so-cial media. However Titanfall has focused a lot more of it’s adverts onto YouTube and their website, they have over 10 different videos showing different parts of the game, such as: The official trailer, trailers for the different Titans, tips and tricks videos, and trailers for some of the gameplay maps. This type of marketing is to focus onto teenagers and young adults who are using the internet more than they are a TV, this means the advert not only is reaching a larger audience, but also reaching their target audience. Watching these videos makes you want to play the game, it shows you some things in the game, but leaves you wanting to see more.

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