THQ's Homefront 2/Concept and Positioning Report

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== Methodology ==
In June 2012, Penn Schoen Berland interviewed 800 core shooter gamers to determine interest in the proposed concept, features, and positioning statements for Homefront 2, the sequel to THQ’s 2011 original title Homefront. This sample comprised 800 owners of shooter games, including 400 Homefront owners.
To qualify for the survey, all respondents must:
* Be male and between the ages of 17-45
* Own an Xbox 360, PlayStation 3, or PC for playing games
* Play shooter video games at least 5 hours per week
* Have purchased at least 2 video games in the past year, including at least one that is not a Call of Duty title
* Own at least 2 key titles from a list of core shooter franchises:
** Homefront, Crysis, Halo, Call of Duty, Battlefield, Medal of Honor, BioShock, Tom Clancy’s Ghost Recon, Tom Clancy’s Rainbow Six, Bulletstorm, Brink, Resistance, Far Cry
In this research, respondents first indicated their purchase intent and brand perceptions for these core shooter franchises. Respondents were then asked about their pre-order behavior and affinity towards specific incentives. Next, Homefront owners were asked about their experience purchasing the title, while non-owners were asked why they ultimately decided to not purchase Homefront.
All respondents then read a description of Homefront 2 and evaluated the concept and features on several metrics. In evaluating the concept, respondents used Message Highlighting to select the words and phrases that made them most and least interested in the game, to give a qualitative read on the individual aspects of the game description. Additionally, respondents rated the features on appeal and purchase intent.
Following these exercises, respondents were shown 8 differentiated positioning statements and ranked them by their appeal using a statistical technique called MaxDiff. Finally, respondents were asked a series of demographic questions relating to their video game purchase habits and behaviors, to be used in profiling the game’s different audiences and target segments.
==Key Findings and Recommendations==
Although the original Homefront did not meet consumers’ expectations, the brand still has growth potential. Post-concept, positive perception of the Homefront franchise doubles across key segments. Core shooter gamers are quick to gravitate toward the “32-Player Battles” and “Customization” features, but worry that the game’s execution will not live up to the concept description. In order to help the success of a growing franchise and identify key marketing opportunities, we have the following key findings and recommendations to help THQ optimize its communication strategy for Homefront 2.
Reassure Both Homefront Owners and Non-Owners that Homefront 2 Improves on the Original
Both Homefront Owners and Non-Owners want to hear that the sequel has better graphics, a longer single-player campaign, and a more immersive story where you can be an active participant in the action. While these core shooter gamers were impressed by the concept, some worry qualitatively that the execution will fall short. 
Avoid Specifying Gameplay Length; Gamers Always Want More
Although online multiplayer is a very important element to core shooter gamers, they still expect a strong, long-lasting single-player campaign. Specifically calling out the number of hours will generally be lower than what gamers would like to see. Emphasizing the added replay value of making different choices and the customization features rather than specifying expected gameplay length will alleviate consumers’ concern and set Homefront 2 apart in the marketplace.
Leverage Crytek/Crysis Team to Emphasize New Graphics
According to past research, shooter gamers value visuals in the very top tier of important elements for the video games they purchase. Overall, 3 in 5 shooter gamers say that the Crytek pedigree makes them more interested in Homefront 2. Utilizing such a trustworthy name in gaming adds credibility to the claim that Homefront 2 is not the same game as the original and will bring a new level of visual and physical detail to the sequel.
Emphasize Massive 32-Player, Online Multiplayer Warzone where Gamers Can Customize their Playing Style
Overwhelmingly, across both message highlighting, feature, and positioning statement methodologies, online multiplayer and customization options rise to the top of shooter gamers’ favorite elements. Both Homefront Owners and Non-Owners want to immerse themselves in a warzone with their friends and have a character that plays to their unique style. By showcasing gamers killing other players successfully with different styles through online trailers or advertising, gamers should be much more interested in purchasing the sequel.
Downplay, but Clarify, “Counter-Propaganda” and “Arcade Mode” 
These features rank at the bottom of shooter gamers’ interest in part due to lack of detail. Some gamers fear using a modified smartphone to hack displays may become a time-consuming activity and take away from the shooter gameplay; for “Arcade Mode,” some gamers feel the feature is gimmicky and simply tacked onto the game. Consider renaming “Arcade Mode” – to Challenge Mode or another name - to de-emphasize the gimmick of an arcade, while maintaining the sense that completing challenges will unlock additional features and add replay value. 
2nd American Revolution Well-Received, but Historical Connection not a Top Draw
Asked to highlight phrases they liked most in the concept, respondents selected the tagline “The 2nd American Revolution has begun!” However, qualitatively, the historical connection of Philadelphia as the birthplace of America and the future location of another great revolution is hardly mentioned; respondents are much more interested in hearing about the massive, online multiplayer competition and customization options.
Consider Online Viral Campaign Focusing on Multiplayer and Customization: “What Class are You?”
We suggest emphasizing the top features of the concept, “32-Player Battles” and “Customized Weapons,” with attention to respondents’ online habits.  Considering that these core shooter gamers say they will look online for information prior to launch of Homefront 2, a viral marketing campaign asking gamers a series of questions that determines their Homefront 2 multiplayer class could help spread word-of-mouth. In particular, the target segment Online Competitors would be especially advantageous to hit, due to their high Facebook and Twitter visits as well as having many friends who like to play the same games.
==Marketplace Evaluation==
CoD: Black Ops 2, Halo 4, and Assassin’s Creed III Most Anticipated
Among the core shooter gamers interviewed, the most anticipated titles are AAA games prominently displayed at this year’s E3, including Call of Duty: Black Ops 2, Halo 4, and Assassin’s Creed III.  Homefront Owners especially focus more on shooter titles, and Non-Owners follow their example, with the addition of Madden NFL 13.
Q. What games coming out in the next few months are you most excited about?*
HF3pic4.png|Homefront Owners
HF3pic5.png|Non-Owners
* Sample comprised of core shooter gamers.
Homefront Brand Latent on Popularity, but has Potential
Comparing a set of 13 competitive shooter brands across several metrics, we created formulas to understand the brand’s power and popularity. Charting power and popularity allows us to visualize relative brand strength between competing brands. Popularity is a measure of a brand’s current health, while power is a measure of a brand’s future potential.
Brands in the top right quadrant represent established brands (high on both power and popularity), while brands in the top left quadrant are up & coming (high on power, but low on popularity). Homefront falls between these two quadrants along with several other shooter franchises that are well-liked by their proponents, such as Crysis, Far Cry, and Ghost Recon.  These brands fall short of the likes of Call of Duty, Halo, or Battlefield, but those who are familiar with the games feel they have room to grow.
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Homefront Associated with Action, but Not Competition or Multiplayer
Respondents assigned key adjectives to each of the shooter franchises they are aware of. Using statistical analysis to create a perceptual map, all 13 competitive shooter franchises are displayed in connection to their top associations. The distances between the franchises and attributes display their relative – not absolute – association; the closer the attribute is to the franchise, the stronger the perceived association between the two.
Shooter gamers associate Homefront as “action-packed,” “high quality,” and “immersive,” but respondents are divided on the quality of its single-player campaign, and do not associate it with multiplayer or competition at all.  It is also associated with a somewhat older player base.
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== Homefront Owners' Experience ==
Story Draws Older Gamers, Multiplayer Attracts Younger Crowd
Asked why they originally wanted to play Homefront, respondents say they were seeking out solid FPS gameplay. Owners 35+ were less drawn to gameplay features or the single-player mode specifically, instead focusing on the unique storyline: defending America from North Korean invaders. Younger gamers, on the other hand, were less interested in story and more interested in the game’s multiplayer and television advertising.
Top Reasons for wanting to play Homefront Among Homefront Owners	All Homefront Owners	17-24	25-34	35-45
It seemed like a good FPS game 	55 	54 	59 	53
It seemed like a good single-player game 	45 	48 	51 	35
I liked the story of defending America from North Korean invaders	43 	36 	50 	44
I liked the previews or articles I saw for it 	39 	38 	43 	37
A friend recommended the game to me 	38 	37 	38 	37
I saw an online trailer for it 	37 	39 	38 	34
It seemed like a good multiplayer game 	37 	45 	31 	36
I liked the gameplay features 	36 	39 	41 	29
I read good reviews 	36 	34 	37 	36
I saw the TV commercial 	35 	40 	33 	32
I like other games from the same creator/developer 	15 	12 	19 	13
It was on sale 	13 	15 	17 	7
Among Owners, Satisfaction and Promotion High, Especially from 35-45
Half of respondents say they are “very satisfied” with Homefront, with satisfaction highest among 35-45 year old gamers. Similarly, owners are very likely to recommend the game to their friends, with the oldest group again being the strongest promoters. 
 	 	All Homefront Owners	17-24	25-34	35-45
Satisfaction	Very satisfied 	49 	47 	40 	60
Satisfaction	Very+Somewhat satisfied	89 	89 	88 	90
Recommend 	Very likely   	51 	47 	46 	59
Recommend 	Very+Somewhat likely 	87 	88 	83 	90
Among those who say they would recommend Homefront, owners say they would tell friends that the unique, immersive story of fighting for the resistance defending America is a fresh change from other first-person shooters:
* it's an exciting first-person shooter about a military occupation of America
* Homefront is a game that you will love. It gives you a first person shooter that defends our country using the resistance.
* Very fun game: immersive storyline, interesting plot and chrarcters, fast-paced, first person shooter
* If you like a challenge and want something different than your usual shooters. try homefront.
* If you like Battlefield but want an alternative to it then Homefront is a good one.
On the other hand, the minority of owners who say they would not recommend Homefront to friends have no complaints about the story or concept, but complain about the execution of the game, citing short single-player campaign, poor gameplay, and weak replayability:
* I would say that the single player is terrible and needs a lot of work, the story is good but that is not enough to save it. The multiplayer is a lot of fun though the community for it is now quite small.
* Poor multiplayer, too short single player campaign.
* The gameplay was mediocre at best. Graphics were substandard and it was not very realistic.
* That the single player campaign was too short and the replayability wasn’t there
* It’s a really short game to play in story mode... could not upgrade stuff.
Owners Want Better Multiplayer, Graphics, and a Longer Campaign
When asked how they would improve a future Homefront title, owners cite better graphics, multiplayer, and a longer single-player story in campaign mode.
Q. What one word comes to mind when thinking about Homefront?
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In particular, owners resoundingly complain that the single-player campaign should be longer:
* Make the single player campaign longer
* Longer. Single player was way too short.
* Slightly longer storyline, improvements to online play with a less confusing lobby
* Make the single-player campaign longer and improve the multiplayer.
* Longer single player. More interesting weapons. Less linear.
* Increase the single player content by adding new missions, objectives, achievements, etc.
In addition, owners talk about improved graphics, greater customization, and more replay value in a potential sequel:
* graphics, more multiplayer maps, multiplayer in general
* To improve I would upgrade the graphics engine and ramp up the interesting the story.
* I would give the players more options to customize their character and weapons. People enjoy games better when they can actually put themselves in the game, or customize their character so that it fits their needs.
* I really wouldn't change much except the amount of customization, I need more!
* More map updates, longer campaign; maybe DLC
* I would like to see more maps and weapons, and potentially better graphics.
==Homefront Non-Owners’ Evaluation==
Non-Owners Know Little About Homefront; “Boring,” “Short” Top Negatives
When asked for the first word that comes to mind when thinking about Homefront, some Non-Owners have heard it is “cool” or full of “action,” but many also say “boring,” “short,” and disappointing.”  The game’s USA setting and North Korean antagonists are not strong top-of-mind associations for non-owners.
Q. What one word comes to mind when thinking about Homefront?
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Younger Non-Owners Recall Advertising Better, Particularly Online
Overall, more than half of respondents recall seeing advertising for Homefront, with 3 in 5 saying they remember seeing TV commercials for the game. While the TV commercial is easily recalled by 35-45 year old non-owners, younger segments more often recall seeing Homefront trailers and ads online.
 	All Non-Owners 	17-24 	25-35 	35-45
Recalled seeing advertising 	54 	61 	58 	40
Q. Where have you seen advertising for Homefront?	Q. Where have you seen advertising for Homefront?	Q. Where have you seen advertising for Homefront?	Q. Where have you seen advertising for Homefront?	Q. Where have you seen advertising for Homefront?
TV commercial 	58 	61 	47 	70
Game trailer online 	57 	66 	56 	40
Internet ad 	46 	45 	53 	35
Print ad 	21 	24 	25 	10
Billboard 	9 	11 	6 	10
Non-Owners Turned Off by Poor Word of Mouth, Too Busy with Other Games
Across all age groups, Non-Owners’ main reason for not buying Homefront is higher interest in other games released around the same time. 17-24 year olds are most vocal in their reasons for not purchasing, in particular citing poor word-of-mouth and a lack of friends playing the same game.  These younger gamers also say they were uninterested in the storyline, though older groups do not agree.  25-34 year olds, in particular, were turned off by bad reviews and perceptions of weak single-player; 35+ non-owners are less in agreement, but their top holdbacks include simply waiting for a cheaper copy.
Top Reasons did not buy Homefront Among Homefront Non-Owners 	All Non-Owners	17-24	25-34	35-45
I was more interested in other games released around the same time	38 	39 	35 	40
None of my friends were playing it 	24 	39 	11 	20
I didn’t hear good things about the game 	23 	31 	24 	14
It’s not the kind of game I buy at full price 	22 	24 	24 	16
I didn’t have enough money 	21 	27 	16 	18
I read bad reviews 	20 	23 	25 	10
The storyline didn’t seem interesting 	19 	34 	9 	10
I didn’t hear much about the game 	17 	15 	20 	16
It didn’t seem like it had good multiplayer 	16 	24 	13 	8
I’m waiting for a used copy/price to drop 	14 	16 	9 	18
It was too expensive 	14 	21 	13 	6
It didn’t seem like it had good single-player 	14 	23 	18 	0
==Homefront 2 Concept Evaluation==
===Homefront 2===
It’s 2027, and America is 2 years into a once inconceivable occupation by a brutal & united Korean regime. With their global political might and their superior technology, the KPA (Korean People’s Army) are in total control and everyone you’ve ever cared for is either dead or gone.  You’ve convinced yourself there is nothing left to fight for, but here you are, fleeing from the KPA and thrust into resistance movement you had no intention of becoming a part.  You didn’t ask to be a soldier, you had no choice. The 2nd American Revolution has begun!    
Created by award-winning developer Crytek, Homefront 2 continues the epic story of a country’s uprising from an oppressive regime in a first-person shooter with an emotionally-charged human story about the fight for freedom, resistance and hope. Make your way through a gritty depiction of an oppressed Philadelphia using guerilla warfare tactics where you scavenge and construct weapons, hack drones, and acquire intelligence to defeat your enemy and restore hope to a once proud nation.
===Key Features===
Guerrilla Warfare
*Tactical Sandbox – Think tactically with a 360° mind-set against an elite enemy with an arsenal of powerful, sophisticated and extremely smart units including elite soldiers and drone technology. Use sabotage, infiltration and improvisation tactics to defeat the KPA and create the element of surprise. 
*Unparalleled Core Shooting Controls – Intense shot feedback, fiery muzzle flashes and pinpoint precision systems help make Homefront 2 the most visceral shooting experience ever.
*Customized Weapons – Stripped of most standard firearms, the resistance forces have developed their own brand of specially customized firepower. Upgrade your weapons to suit your play-style.
*The Workbench – Scavenge the battlefield for parts and resources that you can use at the workbench to upgrade your gear, construct IEDs (improvised explosive devices) and more. As you progress gain more experience and unlock more workbench abilities.
===War Drama===
*Epic SP Campaign – Join a resistance movement and lead the fight for America in an epic 12 hour single player where you encounter the horrors of war in a deep human story of a common man fighting for his home.
*Explore the Warzone – Explore areas of a devastated Philadelphia and discover resistance vital resources as well as gather invaluable intel on KPA troop deployment and technology.
*Counter - Propaganda – With the help of your modified smartphone, document the KPA’s atrocities, hack into KPA displays and boost public morale by risking your life helping distressed civilians.
*Moral Dilemmas - Make difficult choices beyond black and white where your actions are meaningful  in your characters development
===Multiplayer===
*Next Generation Warfare – As the single-player story ends the multiplayer story begins. Experience next generation warfare and operate state of the art weapon systems as you determine the success or failure of a new foreign invasion.
*32-Player Battles - Homefront 2 introduces an explosive and innovative class-system multiplayer experience, where  32 players mix infantry, drone technology and vehicle combat as they fight over iconic east coast locations ravaged by the war.
*Drone Commander – Access Mission Control Vehicles & Bunkers to gain access to direct feeds from players & drones. Manage and control multiple drones to aid your squad mates in battle & supply your troops with valuable intel. Drone Commander is Kinect enabled and lets you swap between screens Minority Report style and shout vocal commands.
*Addictive Arcade Action with Arcade Mode – Revisit locations from the campaign, repurposed for exciting arcade challenges with addictive high score-driven gameplay and is seamlessly housed in the Homefront 2 fiction. Complete challenges to unlock exclusive content and rewards.
Both Owners and Non-Owners Excited by Concept and Features
Asked to give one word to describe Homefront 2’s concept description and feature set, both Owners and Non-Owners say “awesome,” “interesting,” and “cool.”
Q. Thinking about the concept description and feature set you just read, what one word first comes to mind when thinking about Homefront 2?
HF3pic10.png|Homefront Owners
HF3pic11.png|Non-Owners
Definite Interest Doubles Among Non-Owners Post-Concept
After reading the concept, positive interest increases pre to post across all segments, with definite interest doubling among Non-Owners. Considering Homefront Owners initially have very high interest, it is not surprising to see relatively smaller lift post-concept from this already engaged segment.
 	All Shooter Gamers	17-24	25-34	35-45	HF Owners	Non-Owners
Pre-Concept Top-Box 	30 	29 	27 	34 	53 	7
Post-Concept Top-Box 	35 	30 	32 	41 	56 	14
Change 	 	 	 	 	 	
Pre-Concept Top-Two Box 	52 	50 	49 	58 	79 	26
Post-Concept Top-Two Box	68 	63 	66 	74 	88 	48
Change 	 	 	 	 	 	
Those most interested in purchasing Homefront 2 after reading the concept are intrigued by the unique storyline and look forward to immersing themselves in an occupied America:
*New, original story line. i am big on story. [Non-Owner]
*It sounds exciting, with a dramatic story, unique multiplayer, and even a Kinect feature that doesn't sound gimicky. (finally!) [Non-Owner]
*Great plot. Great action and fighting. Great single and multiplayer. Many unique features like Drone commander. [Non-Owner]
*I would purchase this game because it has a great story line. As long as they can deliver on graphics, I'm in. [Non-Owner]
*The epic storyline along with both the SP and multiplayer modes make this sound great  [Homefront Owner]
*The story line is once again amazing and it seems to borrow my favorite elements of other games such as the workbench and multiplayer features. [Homefront Owner]
Particularly among Non-Owners who are less familiar with the original, shooter gamers on the fence want to play or see Homefront 2’s gameplay before committing to purchase:
*I only see a description I have not seen any actual gameplay [Non-Owner]
*Looks interesting, but I would have to see some screenshots [Non-Owner]
*I would have to see a trailer before I made a decision. [Non-Owner]
*I still need to see some gameplay of the game before I make a decision. [Non-Owner]
*I would have to see what the game looked like first, and read some reviews on it. [Non-Owner]
*The decision elements sounds interesting, but I have to see what the gameplay will be like before I decide I want it. [Non-Owner]
35-45 Year Olds and Homefront Owners Score Highest on Key Metrics
Among the age segments, 35-45 year olds show the highest interest in pre-ordering, perceived quality, and excitement for Homefront 2. Not surprisingly, Homefront Owners post the highest scores overall.
Key metrics 	All Shooter Gamers	17-24	25-34	35-45	HF Owners	Non-Owners
Pre-order 	29 	26 	28 	34 	46 	13
Excellent 	30 	26 	25 	37 	46 	13
Very unique 	35 	34 	34 	37 	46 	23
Mean excitement 	75 	72 	73 	79 	84 	66
Concept Interest Score	169 	158 	160 	187 	222 	115
Weapons and Massive Multiplayer Warfare Top Interest Drivers
In their qualitative responses, core shooter gamers focus on “32-player multiplayer,” “battles” and “weapons.” Particularly for this audience, playing massive online multiplayer warfare with their friends is paramount. Story and the customization features are also valued for their added immersion; players want to feel connected to their character and want their experience to reflect their own unique play style.
Q. Based on this description, what do you like most about Homefront 2?
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Homefront Owners Excited for Action-Packed Single and Multiplayer
Homefront Owners are more likely to associate Homefront 2 positively than Non-Owners, describing the sequel as “action-packed,” “exciting” and “high quality.” The single-player and multiplayer modes are equally expected to be strong.  Non-Owners, while still placing these adjectives at the top of their list, are less enthused overall; only 1 in 4 feels this is a game “for people like me.”
Top Adjectives (Sorted by overall)	All Shooter Gamers	Homefront Owners	Non-Owners
Action-packed 	58 	66 	51
Exciting 	49 	58 	40
Good single-player 	48 	58 	38
High quality 	47 	58 	36
Good multiplayer 	47 	57 	37
Cool 	44 	53 	35
High energy 	42 	48 	36
Immersive 	41 	48 	33
Fast-paced 	40 	48 	32
Unique 	40 	50 	30
Competitive 	39 	48 	29
Innovative 	39 	46 	31
For people like me 	36 	48 	24
Fun to play with friends 	36 	43 	29
Fun to play online 	35 	44 	26
Not my type of game 	6 	3 	9
Cheesy 	4 	2 	7
Demo and Recommendations from Friends Top Purchase Influencers
Across all age groups, respondents say that they would be most persuaded to purchase Homefront 2 by playing a demo, or hearing recommendations from friends and critics. Gamers are also most likely to say they will seek out information online; videos and trailers are most popular, though 35-45 year olds will also seek out online articles and reviews. More than half of Homefront Owners say they will talk to their friends about the game prior to launch, however, only a quarter of Non-Owners say they will do the same.
Top Box 	All Shooter Gamers 	17-24 	25-34 	35-45 	HF Owners 	Non-Owners
Q. In the time leading up to the launch of this game, how likely are you to take each of the following actions? [Definitely will do this] 	Q. In the time leading up to the launch of this game, how likely are you to take each of the following actions? [Definitely will do this] 	Q. In the time leading up to the launch of this game, how likely are you to take each of the following actions? [Definitely will do this] 	Q. In the time leading up to the launch of this game, how likely are you to take each of the following actions? [Definitely will do this] 	Q. In the time leading up to the launch of this game, how likely are you to take each of the following actions? [Definitely will do this] 	Q. In the time leading up to the launch of this game, how likely are you to take each of the following actions? [Definitely will do this] 	Q. In the time leading up to the launch of this game, how likely are you to take each of the following actions? [Definitely will do this]
Look online for videos/trailers 	45 	41 	44 	50 	60 	30
Look online for articles/reviews 	43 	39 	43 	48 	56 	30
Talk to my friends 	39 	36 	38 	42 	53 	24
Go to a store to play/demo 	32 	31 	30 	34 	41 	22
Follow on social media 	20 	19 	18 	22 	29 	10
Q. In deciding whether or not to purchase Homefront 2, how important would each of the following sources be? [Very important in deciding to purchase]	Q. In deciding whether or not to purchase Homefront 2, how important would each of the following sources be? [Very important in deciding to purchase]	Q. In deciding whether or not to purchase Homefront 2, how important would each of the following sources be? [Very important in deciding to purchase]	Q. In deciding whether or not to purchase Homefront 2, how important would each of the following sources be? [Very important in deciding to purchase]	Q. In deciding whether or not to purchase Homefront 2, how important would each of the following sources be? [Very important in deciding to purchase]	Q. In deciding whether or not to purchase Homefront 2, how important would each of the following sources be? [Very important in deciding to purchase]	Q. In deciding whether or not to purchase Homefront 2, how important would each of the following sources be? [Very important in deciding to purchase]
A demo that I can play before 	53 	51 	53 	54 	56 	49
Recommendations from friends who have played it 	51 	51 	47 	55 	52 	49
Good reviews from game critics 	45 	44 	44 	46 	49 	40
Attention-grabbing advertising 	30 	32 	26 	31 	38 	22
Store clerk recommendations 	19 	19 	19 	18 	24 	14
32-Player Battles and Customized Weapons Top Likes Overall
Using message highlighting to select their most-liked phrases, respondents overwhelmingly choose “32-Player Battles” and “Customized Weapons.” While selected less than the features, the tagline “The 2nd American Revolution has begun!” along with “Crytek” stand out from the concept description.
HF3pic13.png
12 Hour Campaign Reminiscent of Short Homefront Single-Player; “Arcade Mode” Needs Clarity to Avoid Perception of Gimmick
Asked to highlight what they liked least in the concept, respondents gravitate towards “12 hour single player,” “Propaganda,” and “Addictive Arcade Action with Arcade Mode.” 
HF3pic14.png
Although most gamers buy shooter titles with the expectation that the multiplayer will contain the most content, they still expect a full-fledged and long-lasting single-player campaign; 12 hours is perceived as too short to core shooter gamers and is also reminiscent of the short single-player campaign in the original Homefront:
* That the single player story is only 12 hours. Also, there is no mention of co-op, which I really like. 
* 12 hour SP? That's it - just 12?
* 12 hour single player seems vague, while it interests me as well. Game companies always use time to tell how big a game is, but it's always over-exaggerated, and results in backlash. Don't tell me 12 hour gameplay, tell me it's expansive and dynamic, words that give me a feeling of the game, not a 'time' guide I expect to have fulfilled. 
Respondents worry the “Propaganda” feature will be unnecessarily time-consuming and take away from the shooter gameplay. 
* Counter propaganda no place in the game for that
* I'm skeptical about how the "smartphone" on the game will work. Too often phones seem really cheesy in games.
* I don’t like the propaganda. I just don't care about the smartphone connection.
* Also, the modified smartphone is kinda...dorky, and "boosting public morale" sounds more like "abstract concept turned into cheap gameplay mechanic". 
Lastly, because shooter gamers are unable to conceptualize the “Arcade Mode” feature, they feel it may be cheesy or a gimmick and not add any additional value to the shooter gameplay.
* Arcade mode - not sure how it will play out
* I believe the arcade mode isn't that useful
* Arcade mode seems unnecessary
* Addictive Arcade seems like they are just reusing content from single player story.
==Homefront and Crytek Pedigree Evaluation==
Homefront 2 Concept Improves Brand; Doubles Positive Perception
As a brand starting from a less-popular position with room for growth, Homefront’s image is boosted after respondents read the concept.  The vast majority of those who are already familiar with the brand feel that it is improving based on this concept, and that they like the brand more.  The fact that the game is a sequel to Homefront has a stronger positive impact on Owners than Non-Owners, but even among the less-influenced Non-Owners, negative impact is very low.
 	All Shooter Gamers	17-24	25-34	35-45	HF Owners	Non-Owners
Q. After reading this concept, would you say that each Homefront’s games/Homefront brand is…*
[Asked among Aware of Homefront franchise]	Q. After reading this concept, would you say that each Homefront’s games/Homefront brand is…*
[Asked among Aware of Homefront franchise]	Q. After reading this concept, would you say that each Homefront’s games/Homefront brand is…*
[Asked among Aware of Homefront franchise]	Q. After reading this concept, would you say that each Homefront’s games/Homefront brand is…*
[Asked among Aware of Homefront franchise]	Q. After reading this concept, would you say that each Homefront’s games/Homefront brand is…*
[Asked among Aware of Homefront franchise]	Q. After reading this concept, would you say that each Homefront’s games/Homefront brand is…*
[Asked among Aware of Homefront franchise]	Q. After reading this concept, would you say that each Homefront’s games/Homefront brand is…*
[Asked among Aware of Homefront franchise]
Pre-Concept [Getting Better] 	41 	40 	34 	48 	51 	16
Post-Concept [Getting Better]	80 	78 	78 	83 	84 	69
Change 	 	 	 	 	 	
Q. How does this game concept affect your favorability toward the Homefront franchise?*
[Asked among Aware of Homefront franchise]	Q. How does this game concept affect your favorability toward the Homefront franchise?*
[Asked among Aware of Homefront franchise]	Q. How does this game concept affect your favorability toward the Homefront franchise?*
[Asked among Aware of Homefront franchise]	Q. How does this game concept affect your favorability toward the Homefront franchise?*
[Asked among Aware of Homefront franchise]	Q. How does this game concept affect your favorability toward the Homefront franchise?*
[Asked among Aware of Homefront franchise]	Q. How does this game concept affect your favorability toward the Homefront franchise?*
[Asked among Aware of Homefront franchise]	Q. How does this game concept affect your favorability toward the Homefront franchise?*
[Asked among Aware of Homefront franchise]
Makes me like Homefront more 	81 	77 	82 	83 	86 	68
No effect 	18 	21 	18 	16 	14 	29
Makes me like Homefront less 	1 	2 	0 	2 	0 	3
Q. How does knowing this game is a sequel to Homefront affect your interest in purchasing?
[Asked among All]	Q. How does knowing this game is a sequel to Homefront affect your interest in purchasing?
[Asked among All]	Q. How does knowing this game is a sequel to Homefront affect your interest in purchasing?
[Asked among All]	Q. How does knowing this game is a sequel to Homefront affect your interest in purchasing?
[Asked among All]	Q. How does knowing this game is a sequel to Homefront affect your interest in purchasing?
[Asked among All]	Q. How does knowing this game is a sequel to Homefront affect your interest in purchasing?
[Asked among All]	Q. How does knowing this game is a sequel to Homefront affect your interest in purchasing?
[Asked among All]
More interested 	65 	63 	66 	64 	84 	45
No effect 	28 	28 	26 	30 	11 	44
Less interested 	7 	9 	8 	6 	5 	11
Although respondents are very positive on the Homefront brand post-concept, qualitatively, they are cautious about future execution not living up to the promises of the concept:
*They seem to have gone in a new direction with the SP campaign which I would like to play. But until I actually see gameplay footage or play the game I cannot be sure.
*It really looks like a interesting game but i will have to preview before purchase
*The story, if it's done right. I also like the idea of moral dilemmas and weapon customization, but too often these take the Bioshock-route--presenting black-and-white choices at the touch of a button, and letting the player choose from a preset selection of "customized" parts.
*Sounds really cool...but words do not express gameplay!
*I played a demo of it and wasn't too keen on it. The concept and everything looked really cool but the execution of the game, not so much. Especially the multiplayer which was touted so much, definitely did not live up to expectations.
*They have the ability to improve on what they failed at, and the concept for the game is really cool, it just seems the execution wasn't handled properly.
Crytek Pedigree Offers Strong Interest Driver
3 in 5 shooter gamers say that the Crytek pedigree makes them more interested in Homefront 2. Core shooter gamers under 35 show a higher interest in the Crytek pedigree than older gamers.
Q. This game is from Crytek, the developers of CryEngine and game franchises such as Crysis and Far Cry. How does this affect your interest in purchasing Homefront 2?	All Shooter Gamers	17-24	25-34	35-45	HF Owners	Non- Owners
More interested 	61 	63 	64 	55 	71 	50
No effect 	35 	34 	32 	41 	26 	45
Less interested 	4 	4 	4 	4 	3 	5
==Subtitle Suggestions==
Subtitle Suggestions Include Mainly “Revolution” and “War”
After reading the concept, respondents were asked to suggest subtitles for Homefront 2. “Revolution” and “War” appear frequently in respondents’ suggestions, as well as phrases revolving around fighting back and defending America. Other suggestions imply a sense of destruction and need for change in light of an oppressive new regime.
HF3pic15.png
 
Potential Subtitles Suggested by Respondents	Potential Subtitles Suggested by Respondents
Revolution 	Battle for America
Uprising 	Resistance
The 2nd American Revolution 	Freedom Rising
Home Again 	War at Home
The Fight for Freedom 	Aftermath
Take Back America 	Guerilla Warfare
==Features Evaluation==
Along with the overall concept, respondents also evaluated 12 key features on several metrics including appeal and purchase impact.
Feature key 	Feature
Tactical Sandbox 	Think tactically with a 360° mind-set against an elite enemy with an arsenal of powerful, sophisticated and extremely smart units including elite soldiers and drone technology. Use sabotage, infiltration and improvisation tactics to defeat the KPA and create the element of surprise.
Unparalleled Core Shooting Controls 	Intense shot feedback, fiery muzzle flashes and pinpoint precision systems help make Homefront 2 the most visceral shooting experience ever.
Customized Weapons 	Stripped of most standard firearms, the resistance forces have developed their own brand of specially customized firepower. Upgrade your weapons to suit your play-style.
The Workbench 	Scavenge the battlefield for parts and resources that you can use at the workbench to upgrade your gear, construct IEDs (improvised explosive devices) and more. As you progress gain more experience and unlock more workbench abilities.
Epic SP Campaign 	Join a resistance movement and lead the fight for America in an epic 12 hour single player where you encounter the horrors of war in a deep human story of a common man fighting for his home.
Explore the Warzone 	Explore areas of a devastated Philadelphia and discover resistance vital resources as well as gather invaluable intel on KPA troop deployment and technology.
Counter – Propaganda 	With the help of your modified smartphone, document the KPA’s atrocities, hack into KPA displays and boost public morale by risking your life helping distressed civilians.
Moral Dilemmas 	Make difficult choices beyond black and white where your actions are meaningful in your characters development.
Next Generation Warfare 	As the single-player story ends the multiplayer story begins. Experience next generation warfare and operate state of the art weapon systems as you determine the success or failure of a new foreign invasion.
32-Player Battles 	Homefront 2 introduces an explosive and innovative class-system multiplayer experience, where  32 players mix infantry, drone technology and vehicle combat as they fight over iconic east coast locations ravaged by the war
Drone Commander 	Access Mission Control Vehicles & Bunkers to gain access to direct feeds from players & drones. Manage and control multiple drones to aid your squad mates in battle & supply your troops with valuable intel. Drone Commander is Kinect enabled and lets you swap between screens Minority Report style and shout vocal commands.
Addictive Arcade Action with Arcade Mode	Revisit locations from the campaign, repurposed for exciting arcade challenges with addictive high score-driven gameplay and is seamlessly housed in the Homefront 2 fiction. Complete challenges to unlock exclusive content and rewards.
Homefront Owners and Non-Owners Agree on Top Features
By a wide margin, “32-Player Battles” is respondents’ top feature due to the immersion and multiplayer aspect of experiencing an all-out warzone with their friends. The “Customized Weapons” feature is also well liked for a number of reasons: many are excited to create something unique and differentiate themselves in multiplayer, and the occupation-appropriate idea of scavenging lends a stronger connection with the storyline. “Moral Dilemmas” pops among Non-Owners for its freedom to shape the game more than the market’s most popular shooters; these avid core shooter gamers want more depth to a game beyond just shooting at other characters.
HF3pic16.png
The table below shows the qualitative strengths of each feature:
Feature 	What Works / Doesn’t Work
32-Player Battles 	
* Fun to play with friends, feels like a real warzone with 32 players
*Intense multiplayer action, huge replay value
Ø Some fear online gameplay could lag with 32 players
Customized Weapons 	
* Personalized play style, create your very own character/strategy
*Weapons are a powerful draw to shooter gamers
Moral Dilemmas 	
* Be an active of the story, more in-depth campaign
*RPG elements make the shooter stand out
The Workbench 	
* Adds depth to gameplay, chance to explore the world
*Able to customize characters’ weapons, play your way
Epic SP Campaign 	
* Improvement on original, more emphasis on story and immersion
Tactical Sandbox 	
* More open world, challenge and strategy in every kill
*Immersive, free, and realistic gameplay
Next Generation Warfare 	
* Emphasis on multiplayer and state-of-the art gameplay
Ø Generic, can be said of most modern shooters
Unparalleled Core Shooting Controls 	
* Emphasis on shooter genre
*Improvement to the original, innovative and unique
Ø Lacks clarity on actual game features
Explore the Warzone 	
* Sounds like open-world environment
*Can take time to explore beautiful landscapes
Ø No mention of other cities or landscapes
Drone Commander 	
* Unique, Realistic, immersive – just like a real drone commander
Ø Worried may not work in execution, be too complicated
Addictive Arcade Action with Arcade Mode	
* Sounds fun, extra game in additional to single/multiplayer
*Love unlocking rewards, gives you more gameplay options
Ø Sounds gimmicky, tacked onto game
Counter - Propaganda 	
* Unique aspect, something to do besides shoot other characters
Ø Worried may be time-consuming, take away from shooter gameplay
To evaluate the top features, we have additionally created purchase driver charts. In these charts, primary strengths (shown in the top-right quadrant) are those which are both appealing and effective at driving purchase interest.  
Among both Homefront Owners and Non-Owners, the features “32-Player” and “Customization” are primary strengths. While Homefront Owners gravitate towards the features emphasizing the shooter aspects of the game (“Next-Gen Warfare” and “Shooting Controls”), Non-Owners focus on the immersive participation in the story (“Moral Dilemmas”) and additional customization options (“Workbench”).
HF3pic17.png
==Positioning Statements Evaluation==
Key 	Statement
Online MP 	Continue the resistance online with innovative new class-system multiplayer, drone command, and addictive arcade challenges. Dominate the competition with a mix of infantry and vehicle combat, and join massive 32 player battles across iconic war-ravaged cities.
Customization 	Homefront 2 brings a whole new level of customization to shooters. Choose your play style as you upgrade, unlock, and build new weapons and gear in the resistance force against a Korean superpower. Battle with moral dilemmas beyond black and white as every choice you make affects your character’s development. How the story unfolds is up to you.
Guerilla Warfare	You’re outnumbered, outmanned, and outgunned against an oppressive regime. It’s going to take a lot more than just a gun to restore hope to a nation and inspire the people to fight back. Sabotage, infiltration, and smart strategy can take America from occupation to uprising – the resistance starts with you.
Pedigree 	Experience the visceral gameplay and unparalleled shooter combat of Homefront 2, as award-winning studio Crytek brings you deep into the battle for freedom. From deep customization to precision controls, a powerful story and expansive range of missions, you’ll feel every choice and every shot.
Single-Player 	Lead the fight for freedom in an epic campaign to resist a brutal regime and restore hope to the people. Explore the gritty, immersive East Coast, filled with war atrocities and difficult choices, vital intel and valuable weapons in the struggle for a new revolution.
American 	To defend the homeland, even a common man must become a soldier and fight back. The battle has come to the devastated city of Philadelphia, the birthplace of America and now the center of the 2nd American Revolution. Join the resistance and take back your country!
Revolution 	Home destroyed. Country devastated. Family lost. If we want our liberty back, we must fight for it! From occupation to uprising, restore hope to a nation and lead a guerilla resistance movement in the 2nd American revolution!
Environment 	Explore the gritty, immersive East Coast, devastated by foreign occupation and stirring with underground resistance. Stunning visuals reveal a haunting vision of future America, bleak and beautiful.
Methodology
Using MaxDiff statistical analysis, respondents ranked a series of 8 positioning statements. In this MaxDiff ranking, respondents saw three statements at a time and chose their most-liked and least-liked statement, then repeated this throughout a series, providing enough data to rank each statement competitively against all other statements. 
In the results below, 100 represents the expected average for that audience, while a score over 100 represents a stronger affinity for the message, and a score below 100 represents a lower-than-average appeal among that group. Each set of results is unique to its context and cannot be compared relative to other series of items.
Online Multiplayer and Customization Most Powerful Positioning
Consistent with respondents’ forced choice on features, the positioning statements emphasizing the massive 32-player battles and weapon customization options resonate with both Homefront Owners and Non-Owners.
Ranked by Overall	All Shooter Gamers
(n=800)	Homefront Owners
(n=400)	Non-Owners (n=400)
Online MP 	145	142	148
Customization 	144	145	142
Guerilla Warfare 	108	111	104
Pedigree 	103	103	102
Single-Player 	83 	82 	83
American 	81 	79 	83
Revolution 	69 	70 	69
Environment 	67 	67 	68
The table below outlines the key strengths and weaknesses of each positioning statement based on respondents’ qualitative answers.
Positioning 	What works	What doesn’t work
Online MP 	·  Love online multiplayer, huge battles
·  Introduces new content and features
·  Lots of replay value	·  Sounds like game requires friends to enjoy, can’t have fun alone
·  Not a fan of online play, no story
Customization 	·  Able to play your own way
·  Replay-ability and character development	·  Unlocking unnecessarily lengthens game and adds no content
Guerilla Warfare	·  Will require strategy, challenge
·  Sense of heroism, fighting against the odds	·  Cheesy, generic
·  Every game says something like this
Pedigree 	·  “Visceral” sounds powerful
·  Crytek pedigree is trustworthy	·  Too many buzz words, boring
Single-Player 	·  Sounds like an epic campaign
·  Improvement to the first Homefront	·  Bland, prefer co-op to single-player
American 	·  Unique perspective to be defending
·  Sense of history, patriotism
·  Coming back full circle in history	·  Sounds like an average game
·  Cheesy, no details
Revolution 	·  “2nd American Revolution!”
·  Personal, inspirational
·  Very exciting to defend the Homeland	·  Vague, no specific game info
·  Cliché, stereotypical plot
Environment 	·  Want to explore the “gritty” world
·  Immersive, realistic environment	·  No game features, not descriptive
==Target Audience Evaluation==
Target Audience Preferences
The largest segment, Offline Explorers, comprises 43% of the target audience. This segment enjoys exploring everything a game offers in single-player, but is unenthusiastic about online multiplayer. Customization is important to this audience for the added depth and replay value to Homefront 2’s story. “The Workbench” is one of this segment’s top features for its focus on RPG elements and customization options. This segment is drawn to the “Moral Dilemmas” feature because they want to be an active participant in the story. Also a top feature among this group, “Explore the Warzone,” emphasizes the large immersive world players can experience. This audience is not especially hardcore, and while they say they buy a lot of games, they tend to plan ahead and buy used or wait for a price drop.
Online Competitors represent 37% of the target audience. These shooter gamers are the most hardcore and have the greatest affinity for the marketplace’s most popular titles: Call of Duty and Battlefield. This segment loves massive, competitive online multiplayer with friends and customizing their character into the perfect killing machine; the positioning statements “Online MP” and “Customization” resonate very strongly with this audiences. When looking for what games to buy, reviews from both friends and critics are paramount to deciding what to buy. These shooter gamers also most likely to know what they want before shopping and will pre-order to get a title they want on day one. Demographically, this segment is more Hispanic than other target audiences, visits IGN and Xbox.com regularly, and watches ESPN2.
At 20% of the target segment, Lone Tacticians are gamers who love the strategy involved in shooter titles. These gamers have the highest affinity for tactical shooter franchises (Crysis, Tom Clancy’s Ghost Recon, Tom Clancy’s Rainbow Six) and have the highest initial interest for a future Homefront title. This segment is drawn to the positioning statements “American” and “Guerilla Warfare” because of the statement’s emphasis on a lone soldier fighting against the odds, using strategy and guile to take on an impossible enemy. While “32-Player Battles” is this segment’s favorite feature, online multiplayer as the central positioning of the game is less important to them in favor of a rich story of a single man toppling a regime. These gamers are most likely married, be college graduates, and watch ESPN, HBO, and CSI.
 	All Shooter Gamers
(n=800)	Target
(n=542)	Target Audience Segments	Target Audience Segments 	Target Audience Segments
 	All Shooter Gamers
(n=800)	Target
(n=542)	Offline Explorers (n=234)	Online Competitors (n=202)	Lone Tacticians (n=106)
Top Box PI	35	51 	50 	51 	53
2nd Box 	33	49 	50 	49 	47
Top 2 Box 	68	100	100 	100 	100
Ranked by Overall	All Shooter Gamers	Target	Target Audience Segments	Target Audience Segments	Target Audience Segments
Ranked by Overall	All Shooter Gamers	Target	Offline Explorers 	Online Competitors 	Lone Tacticians
Online MP 	145 	141 	62 	247 	111
Customization 	144 	145 	129 	196 	85
Guerilla Warfare 	108 	110 	109 	96 	140
Pedigree 	103 	101 	100 	135 	41
Single-Player 	83 	83 	116 	40 	94
American 	81 	83 	98 	34 	142
Revolution 	69 	70 	84 	22 	128
Environment 	67 	66 	103 	28 	58
Forced choice: Top feature 	All Shooter Gamers	Target	Offline Explorers	Online Competitors	Lone Tacticians
32-Player Battles 	26 	27 	16 	37 	30
Customized Weapons 	13 	12 	11 	11 	13
Moral Dilemmas 	12 	10 	14 	3 	13
The Workbench 	9 	9 	12 	9 	5
Epic SP Campaign 	9 	7 	9 	5 	7
Tactical Sandbox 	8 	8 	9 	8 	6
Next Generation Warfare 	6 	8 	8 	7 	8
Unparalleled Core Shooting Controls 	5 	5 	4 	8 	3
Explore the Warzone 	5 	6 	10 	2 	3
Drone Commander 	4 	3 	3 	3 	3
Addictive Arcade Action with Arcade Mode	4 	5 	4 	3 	8
Counter - Propaganda 	1 	1 	0 	2 	1
Deep-Dive: Target Audience Profile Tables
 	All	Target	Offline Explorers	Online Competitors	Lone Tacticians
Own Xbox 360 	78 	81 	82 	87 	69
Own PS3 	64 	66 	69 	62 	65
Own PC 	69 	72 	70 	73 	73
Homefront Owners 	50 	65 	65 	66 	61
Non-Owners 	50 	35 	35 	34 	39
Aware of Homefront 	71 	80 	82 	79 	76
Top-Box Interest in new Homefront game	30 	43 	40 	41 	50
 	 	Offline Explorers	Online Competitors	Lone Tacticians
Game purchase habits 	One of the first to buy games	57 	61 	59
Game purchase habits 	Wait on feedback from friends	31 	34 	34
Game purchase habits 	Wait for price drop 	12 	5 	7
Gamer Type 	Casual (5-6 hr/wk) 	8 	1 	6
Gamer Type 	Serious (7-10 hr/wk) 	17 	17 	18
Gamer Type 	Hardcore (11+ hr/wk) 	76 	82 	77
Games bought in the last year	Mean 	12 	13 	12
Top games owned 	Top games owned 	· CoD: Black Ops (74)
· CoD: MW2 (73)
· CoD: MW3 (73)
· Homefront (65)
· Halo 3 (63)	· CoD MW2 (86)
· CoD: Black Ops (83)
· CoD: MW3 (81)
· Halo 3 (71)
· Homefront (66)	· CoD: Black Ops (78)
· CoD: MW2 (69)
· Halo 3 (69)
· CoD: MW3 (64)
· Homefront (61)
% saying “Strongly Agree”	% saying “Strongly Agree” 	Offline Explorers	Online Competitors	Lone Tacticians
Game purchase volume 	I buy more games than most people 	40 	31 	38
Game purchase volume 	I often download games from the Internet 	20 	20 	18
Game purchase volume 	Most games I buy for myself are used games 	17 	13 	15
Game purchase volume 	Most games I play are ones that I rented 	11 	11 	14
Game purchase motivators 	I know what game I will buy before I shop 	49 	50 	41
Game purchase motivators 	I never buy a game unless I played it before 	13 	10 	11
Game purchase motivators 	Pre-order to have on day one 	37 	41 	38
Game purchase motivators 	Pre-order to get free gift 	29 	35 	28
Game purchase motivators 	Choose store based on promo exclusives 	25 	33 	32
Game lifestyle habits 	Other people consider me a video game “expert” 	41 	44 	45
Game lifestyle habits 	I have friends who enjoy playing the same games I do	59 	70 	57
Game lifestyle habits 	It is important that the games I buy are easy to use	21 	27 	26
Game lifestyle habits 	I do not enjoy a game unless I can master it 	18 	16 	15
Game lifestyle habits 	I play games as a way to relax/unwind 	62 	67 	64
Game lifestyle habits 	I make time in my schedule to play games 	46 	53 	43
 	 	Offline Explorers	Online Competitors	Lone Tacticians
Age group 	17-24 	30 	34 	27
Age group 	25-34 	33 	30 	38
Age group 	35-45 	37 	37 	35
Household status	Married 	33 	35 	38
Household status	Single 	61 	59 	54
Education level 	High school or less 	28 	25 	17
Education level 	Some college 	27 	29 	33
Education level 	College grad 	30 	29 	37
Education level 	Graduate/technical school	15 	15 	12
Income 	Less than $30,000 	22 	20 	17
Income 	$30,000-39,999 	18 	12 	20
Income 	$40,000-$59,999 	21 	18 	19
Income 	$60,000-$74,999 	10 	10 	16
Income 	$75,000 and up 	24 	30 	21
Ethnicity 	White, Caucasian 	70 	59 	67
Ethnicity 	Hispanic, Latino 	7 	17 	13
Ethnicity 	Black, African-American 	16 	12 	10
Ethnicity 	Asian-American 	5 	9 	6
 	 	Offline Explorers	Online Competitors	Lone Tacticians
Top websites 	YouTube 	69 	73 	73
Top websites 	Amazon 	64 	60 	59
Top websites 	Gamespot	48 	52 	51
Top websites 	IGN 	37 	48 	35
Top websites 	Xbox.com	34 	46 	39
Regularly visit… 	Facebook	85 	86 	86
Regularly visit… 	Twitter 	41 	37 	33
Regularly visit… 	Google+ 	28 	33 	30
Top game retailers	Gamestop	74 	78 	76
Top game retailers	Amazon 	49 	51 	50
Top game retailers	Best Buy	38 	42 	45
Top game retailers	Walmart 	36 	35 	37
Top game retailers	Target 	21 	21 	21
 	Offline Explorers 	Online Competitors 	Lone Tacticians
Top TV Networks	Comedy Central (48) 	ESPN (49) 	ESPN (55)
Top TV Networks	FOX (47) 	Comedy Central (46) 	Comedy Central (45)
Top TV Networks	ESPN (41) 	FOX (42) 	HBO (45)
Top TV Networks	TNT (39) 	ABC (40) 	Spike TV (43)
Top TV Networks	Spike TV (38) 	Syfy Channel (39) 	FOX (40)
Top TV Shows 	Family Guy (40) 	Family Guy (44) 	Family Guy (37)
Top TV Shows 	South Park (32) 	NFL (35) 	South Park (33)
Top TV Shows 	NFL (31) 	NBA (33) 	NFL (29)
Top TV Shows 	The Simpsons (30) 	South Park (32) 	CSI (any version) (29)
Top TV Shows 	NBA (29) 	Mythbusters (29) 	The Big Bang Theory (28)
Top TV Shows 	CSI (any version) (26)	The Walking Dead (29)	Mythbusters (26)
==Pre-Order Behavior Deep-Dive==
Pre-Order Incentives Well Received; Some Worry about In-Game Balance
Asked to give their thoughts on pre-order offers/incentives for video games, respondents are generally positive, enjoying the additional value that comes with guaranteeing their most anticipated titles on day one:
* I love pre order incentives, it has encouraged me to pre order several games [Male 17-24]
* I love pre ordering games, so i can have them the first day they are released [Male 17-24]
* I would like it very much. Pre orders games should bring incentives to their loyal fans. [Male 25-34]
* I will only pre-order a game if there is some type of incentive or offer with it.  If there is not, I will just wait for when it is released. It seems that most of the games recently have gift cards or something like that for doing it. [Male 25-34]
* They usually make the early purchase worthwhile. [Male 35-45]
However, although most respondents enjoy pre-order incentives, some worry that the additional items or abilities offered as pre-order incentives were removed from the game or that the incentives will disrupt the fairness of competitive gameplay:
* I don’t normally like them. We should be able to get a full game instead of having content locked out for other people who might not have money. Some may say the pre order bonus is for loyal past customers, but i say make a full stable and memorable game and those customers would be just as happy. [Male 17-24]
* I think it depends on the item, if it gives someone an unfair advantage for segments the population I think they are bad. But if they cosmetic or physical items, or become free for everyone later I think they are fine. [Male 25-34]
* I like them if it is something that doesn't affect the gameplay for people that don't pre-order. I'm all for it if it's something like books or other physical items, but I don't like it when game companies cut content from the regular game to make pre-order incentive DLC. [Male 25-34]
* They are fine, so long as they don't offer anything tactically too advantageous or game breaking or unfair (over the play of the game, is okay to have an advantage early that is nullified mid play) [Male 35-45]
* I like them when they don't offer things that unbalance compared to those without. [Male 35-45]
Pre-Orders More Popular Among Younger Shooter Gamers
Although younger shooter gamers bought the fewest games in the past 12 months, they are most likely to report ever pre-ordering a video game. Gamers under 35 are predominantly pre-ordering for themselves and are most influenced by which retailer to pre-order based on store-specific incentives.
Pre-Order Behavior 	All Shooter Gamers	17-24	25-35	35-45
Number of video games bought in past 12 months (avg) 	11 	10 	12 	11
% ever pre-ordered a video game 	81 	86 	82 	75
% pre-order for myself* 	78 	83 	83 	65
% who decide where to buy based on pre-order offers/incentives*	71 	75 	72 	65
*Question asked among only those say they pre-order video games.
Majority of Shooter Gamers Pre-Order Months in Advance at GameStop and other Retailers
Regardless of age, shooter gamers predominantly pre-order a few weeks to a few months before launch. 17-24 year olds are the most likely to lock in their purchases more than 3 months before launch of a new title. Those who pre-order do so at a variety of retailers; 8 in 10 shooter gamers say they typically order from GameStop, while nearly half of respondents pre-order online at Amazon.com.
 	All Shooter Gamers 	17-24 	25-35 	35-45
Q. When do you typically pre-order games? 	Q. When do you typically pre-order games? 	Q. When do you typically pre-order games? 	Q. When do you typically pre-order games? 	Q. When do you typically pre-order games?
A few days before launch 	6 	4 	9 	6
A week before launch 	13 	11 	15 	13
A few weeks before launch 	37 	34 	35 	41
2-3 months before launch 	35 	38 	33 	33
More than 3 months before launch 	9 	13 	8 	7
Q. Where do you typically pre-order games? (Top 5)	Q. Where do you typically pre-order games? (Top 5)	Q. Where do you typically pre-order games? (Top 5)	Q. Where do you typically pre-order games? (Top 5)	Q. Where do you typically pre-order games? (Top 5)
GameStop 	78 	80 	77 	75
Amazon.com 	44 	40 	46 	45
Best Buy 	30 	30 	32 	28
Walmart 	18 	17 	22 	16
Target 	10 	12 	12 	7
Actual Incentive Most Influential to Decision to Pre-Order
Among shooter gamers, the type of pre-order offer is the strongest motivator to buy a title in advance, followed by recommendations from friends or family. While younger gamers tend to be influenced more by TV commercials, older gamers pay attention to reviews or magazine ads before deciding if pre-ordering is worth it.
Q. What typically leads to your decision to pre-order a game?	All Shooter Gamers	17-24	25-35	35-45
The type of pre-order offer/incentive 	53 	57 	56 	46
A friend or family member suggested to pre-order 	36 	35 	35 	37
TV commercial 	36 	40 	34 	35
Online or magazine review 	33 	30 	31 	38
Online ads 	30 	31 	29 	29
Online or magazine article 	29 	32 	28 	25
A store employee suggested to pre-order 	20 	22 	19 	20
Magazine ad 	19 	15 	18 	24
Shooter Gamers Value Game-Specific Content Over Other Perks
While shooter gamers are not averse to other forms of pre-order incentives, actual content (new campaign missions, access to beta events, etc.) is favored over other pre-order incentives. Gamers over 25 show higher affinity for store-specific coupons or gift cards, while those under 25 enjoy physical and digital items with their pre-order.
Q. What kind of offer/incentive do you typically pre-order for? 	All Shooter Gamers	17-24	25-35	35-45
Exclusive in-game content (e.g. new campaign missions, weapons, etc.)	73 	78 	71 	68
Early access to content (e.g. beta access, multiplayer modes, etc.) 	55 	57 	57 	48
Store-specific coupon or gift card 	49 	43 	51 	51
Physical item (e.g. t-shirt, poster, etc.) 	46 	54 	46 	37
Digital item (e.g. online avatar items, wallpaper, etc.) 	33 	38 	31 	29