THQ's Homefront 2/Brand Approach

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* Platforms: X360, PS3, PC, Next-Gen
* Genre: First Person Shooter
* Developer: Crytek
* Release Date: Early 2014
* Age Rating: Mature
== Business Objectives & Keys to Victory ==
=== Objectives ===
* Crush Global Forecast
* Establish Homefront as a Top 3 to 5 Shooter Franchise
* Overcome Negative Perception of Homefront 1
=== Keys to Victory ===
* Continue to Invest in Developing Brand
* AAA Product Quality
* Own Our Position in the Genre
* Consistent Emotive Marketing
* Long-Term Strategies
* Flawless technical launch
== Homefront 1 Post-Mortem ==
A COMMERCIAL SUCCESS... but critical failure
=== What Worked ===
*Ownable “X”
*World of Homefront
*Consistent Creative Marketing
*Marketing Investment
*Microsoft Partnership
===What Didn't Work===
: “Homefront's engrossing vision of the future and gratifying competitive multiplayer outweigh its squandered potential and workaday game mechanics.”
: - GameSpot
*Overpromised & Underdelivered 
**Poor Quality - 70 Metacritic
**Poor Visuals
**Standard Shooter Gameplay
**Short SP Campaign
**Broken Online MP at launch
**Squandered Opportunity...
==The Homefront Brand==
What do we know, what have we learned?
===Research - Top Line Results===
*Homefront brand is not toxic
*Homefront brand is very polarizing based on ownership
*Homefront owners are extremely favorable to a sequel but are inherently skeptical
*Homefront concept a top draw for consumers
*Homefront 1 owners skew older in age (35-45)
===HF Brand Strength===
Satisfaction Amongst Owners High and Brand Perception Strong Amongst Shooter Gamers
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===Purchase Intent High Amongst Owners===
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==The Game==
The Reason to Believe
===It Starts With Pedigree===
*AAA Pedigree
*Best in Genre Visuals
*Top-Tier Tech Engine
*Next Gen Expertise
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===Singleplayer===
Get Immersed in fiction that predicts the headlines…
The Story
The player starts as a downtrodden nobody suddenly thrust into harm's way when Walker (The Voice of Freedom) passes him information vital to the Resistance efforts before being captured. The player seeks out various Resistance cells as he attempts to find out what this information means, conducting missions against the occupying KPA forces in the process. When the secret is revealed, contact is made with EU forces who are planning a seaborne invasion to liberate the US. An EU agent is dropped in to meet the Resistance but they’re betrayed by a traitor.
The player rescues the agent and, armed with the knowledge of the EU's plans, he unites the Resistance factions and leads them in targeted operations against the KPA to allow the EU invasion fleet to commence their attack at Atlantic City.
Fight for freedom against a military occupation
WORLD OF HOMEFRONT
*Epic SP Campaign
* Explore the Warzone
*Moral Dilemmas
GUERRILLA WARFARE
* 360° Tactical Sandbox
*Customized Weapons
*RPG-LITE Mechanics
MULTIPLAYER
*32-Player Battles
*Resistance Mode
*Drone Commander
Guerilla Warfare
*Intelligent tactical sandbox gameplay and player freedomthumb
*Players make their own plans and use their varied abilities to solve the combat problems thrown at them
*Larger game spaces encourage tactical thinking; no corridor shooting here!
FPS Evolved 
*RPG-lite mechanics for player growth and development
*Exploration drivers drawing players deeper into the world fiction
*Varied AI threats including drones combine to constantly offer new challenges and problems to solve
*It’s more than whack-a-mole AI popping in and out of cover
10 hours of SP gameplay & 40 hours of MP play
===Next-Gen Exclusive Features===
Drone Commander - not possible on current gen.
*Live Player Streams: Allows for multiple viewports and seamless transitions
* High-Fidelity: Reduces latency and improves precision
*Increased Power: Lets the DC jump into the game live
Best-in Class Visuals
60 FPS
*We expect to be able to hit v-synced 60fps at 720p on next-gen platforms, which will give a smoother, more responsive gameplay experience.
== The Homefront Consumer ==
Who purchased HF1 & What is the Opportunity for HF2?
===Targeting for HF2===
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==Homefront 2 Positioning ==
Positioning the product to the right audience
===Owning Our Position===
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===Product Positioning Statement===
Your country invaded. Your home devastated. What will you do when the fight hits home? From occupation to uprising, become an experienced guerrilla fighter in a resistance movement to take back your Homefront.
===The X===
From Occupation to Uprising
==The Marketing Vision==
Taking Positioning to Creative Strategy
Tap into universal insights that speak to the passions of our particular shooter audiences.
*What is going to make these gamers want to pick up a gun in our game?
Whether you play SP shooter games for escapism or MP shooter games to compete, the common thread is these consumers are looking for a reason to shoot, a reason to fight.
*What if that reason to fight become personal? Can we strike a nerve with the audience?
The Creative Platform - What will you do when the fight hits home?
* A creative platform that elicits a broad range of emotions 
* A creative platform that is universal butt uniquely different to each individual
* A creative platform we can own
 
HOMEFRONT: UPRISING
RISE UP
 
FOR FAMILY
FOR NORMALCY
FOR FREEDOM
FOR PURPOSE
FOR THE FALLEN
FOR THE THRILL
FOR THE FUCK OF IT
TO LIVE
BECAUSE I HAVE NO CHOICE
==The Marketing Strategies==
Reaching the audience to drive sales objectives
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===Understanding Audience Acquisition & Retention===
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==HF2 Communications==
Telling the campaign story
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The Fight is Coming Home…
Are You Ready to Take it Back?