THQ's Homefront 2/Homefront Brand Review

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==Executive Summary==
*Squandered Potential - Homefront over-promised and undelivered creating a hugely polarized critical and consumer response.
*Development Challenges - Technology, team experience and management failed to realize game vision and almost doubled development expense vs. greenlight wiping out CM.
*Concept Resonated - Exceeding initial sell-in, sales and metrics are testament to brand potential for differentiation in market
*Tech Stumbles - Materially flawed on-line launch further hindered critical response and quickly drove negative sentiment
*Strong Marketing Sold The Game - Marketing campaign consistently delivered on position and drove strong metrics into launch
==Executive Summary - Financials==
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==The Brand==
===Brand Objectives===
*Position Homefront as a leading brand in the FPS genre with unique differentiation from the competition.
*Create a long-term branding strategy and identity to make sure we stand out.
*Develop a near-future world that will enable storytelling that we can own.
*Engage the audience, create a core community & appeal to the mass market.
===Brand Positioning===
 2027. America has fallen to a savage military occupation. 
Stand united, fight back, and defend your homefront.
Game Pillars
*Emotive Setting and Story
**Occupied USA is a twisted, emotive setting
**Witness the human cost – see society struggling to survive
**Join the guerilla resistance & fight for freedom
**Written by John Milius (Red Dawn / Apocalypse Now)
*Intense Single Player Campaign
**Intense scripted action & memorable set pieces
**Cinematic story-telling allows you to play through the story, rather than watch it unfold
**Depth of game-play; infantry and vehicle combat
*Best in Class Multiplayer
**Battle Commander: game-changing innovation generates dynamic objectives on the fly
**Large Scale warfare: 32 players on dedicated servers
**Epic vehicular combat: attack helicopters, jeeps, tanks and drones
===Brand Report Card===
*Market Position - High level position of Fight for freedom, as a civilian against an occupied homeland resonates strongly with consumers and media
**Shows tremendous potential for ongoing differentiation and uniqueness in genre
*Premise - Occupied USA (familiar becomes alien) proved to be a strong emotive trigger, worldwide
**Universal themes most effective globally vs. US specific
*Backstory - Unified Korea and fictional timeline extremely polarizing yet engaging. Inherently engrained in IP backstory
**The actual enemy should be minimal focus moving forward
**Marketing Creative - Maintained position throughout materials effectively. Consistency of creative punched above its weight
**Maintain creative direction for possible sequel
===Consumer Interest===
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===Post-Mortem Consumer Research===
*Homefront brand is not toxic but not incredibly strong on its own
*Homefront brand is very polarizing based on ownership
*Homefront owners are extremely favorable to a sequel but areinherently skeptical
*Homefront concept a top draw for consumers
*Homefront 1 owners skew older in age (35-45)
Satisfaction High Amongst Owners
*Satisfied Owners – Bought into the world already and love the concept. Interest high for sequel.
**88% satisfied + very satisfied (47% very satisfied) – Nielsen
**89% satisfied + very satisfied (49% very satisfied) - PSB
**Over-index towards higher consumer (35-44) - PSB
*Unsatisfied Owners - The world & SP campaign of HF1 was a purchase driver but game disappointed. Skeptical of execution of sequel.
**Crytek association very positive impact
***76% of owners are more+much more likely to purchase since Crytek is developing (38% much more) – VGMarket
***71% owners are more interested in purchasing game with Crytek developing – PSB
*Owners relate HF as unique, fun to play alone, cool and high quality
*Non-owners view as cheesy & boring.
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*Homefront is a powerful brand to the HF owner but complete opposite for non-owners.
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==The Game==
===Software: Key Takeaways===
*Weak Visuals: Out-of-date Unreal Engine decision irrecoverable
**Ensure best possible tech choice for possible sequel
*Short and Disappointing SP: Cuts and changes through production delivered a 4-5 hr experience that failed on its key pillars
**Sequel potential hinges on ability to deliver a superb, deep and innovative SP
*Graphics Uninspired - Environmental storytelling was strong, yet low resolution
**Occupied USA needs to be fully realized for a possible sequel
*MP features well received
**However lack of Beta and flawed online infrastructure killed momentum
**MP military vs. SP civilian was confusing from messaging standpoint
===Key Considerations for Sequel===
*Brand can only go forward with a significant re-boot in quality – requiring alternative/significant development experience and track record with inherent consumer pedigree
*Development scope/ costs need to be appropriately planned and managed
*THQ online infrastructure requires a significant investment
*Ownership / brand health studies required to determine consumer interest for sequel and help identify key strategies for potential sequel planning
===Software: Original SP Pillars===
# YOU are at the CENTER of the action – the DRAMA ENGINE brings BATTLE right to YOU
# VARIETY of gameplay featuring TANKS, HELICOPTERS, and the UNIQUE unmanned combat vehicles GOLIATH & FLYING ASSAULT DRONE
# ENVIRONMENTAL NARRATIVE – America, YOUR HOME COUNTRY is twisted by a SAVAGE OCCUPATION
# FIGHT with the RESISTANCE against an OVERWHELMING enemy -- start the ruthless GUERILLA WAR to RECLAIM your country
# IN-GAME storytelling communicates the HUMAN SIDE – see CIVILIANS surviving and fight with DISTINCT, BELIEVABLE resistance characters
===Software: Critical Response===
*Gameplay overpromised & under delivered
**Standard shooter gameplay
**Poor quality – 70 Metacritic
**Poor visuals
**Short SP campaign
**Broken online MP at launch
**Squandered opportunity…
: “Homefront's engrossing vision of the future and gratifying competitive multiplayer outweigh its squandered potential and workaday game mechanics.”
: - GameSpot
==The Campaign==
===Campaign Report Card===
*Campaign schedule adjusted multiple times due to software challenges and slippage.
**Recommend shorter campaign length for sequel once software timing is predictable
*Territory compliance with beat map effective
**Take forward
**All markets would have benefitted from earlier media $ to drive awareness earlier.
**Consider stronger dictation of media delivery to markets
*Enthusiast PR strategy highly effective – US implementation light until nearer to launch
**Review US PR challenges and determine next steps
===Partnerships===
*Microsoft Partnership - Key campaign driver aiding awareness and credibility – seek 1st party for possible sequel
**Use as best practice across portfolio
*CIA Support - Tae Kim added valuable insights to content and also press engagement
**Continue to leverage for possible sequel
*John Milius - Provided a great talking point (Red Dawn/Apocalypse Now) but polarizing and ‘aged-up’ marketing demographic
**Recommend leaving behind for possible sequel to further broaden appeal
*In-Game Partners - Generally added to immersion
**Improve/earlier planning for sequel
===Campaign Beats===
Objective - Sustain nine month buzz campaign built around strategic editorial waves and quality visual assets.
Tactics = “Bombs Not Hand Grenades”
*Major press beats:
**E3 2010 Blitz/Relaunch
**Multiplayer 1st hands on
**SP 1st hands on
**Multiplayer event (THQ Gamers week)
**Previews
**Reviews
*Video Release Campaign including:
**7 Official Trailers
**3 Dev Diaries
*Voice of Freedom Campaign
===Microsoft Partnership===
*Global Microsoft Support:
**Extensive visibility throughout all MS channels
**Incremental marketing funds
**Email blasts
**Branded Destination Experience
**Xbox.com splash page
===Community===
*Fully-featured community site and social media presence.
**Over 192,000 fans on Facebook
**Almost 10k official community members (only 4k less than Saints Row community)
**Over 5,000 followers on Twitter
**Over 1,900 subscribers on YouTube Channel
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===Trade Marketing===
Objectives
*Execute a Comprehensive Retail Campaign including In-Store, Online, Preorder / Launch Incentives, and Employee Engagement Tactics
*Secure Feature Space / Off-Shelf Placement at Drive Accounts
*Target key competitive releases (FPS) for reservation rollovers to drive pre-orders.
*Partner with Microsoft to delivery Priority Title Focus at retail
Results!
*One of the largest pre-order campaigns in THQ history!
*Gamestop – Over 230k pre-orders
*Best Buy - over 24k pre-orders - Largest THQ reserving title ever
*Steam – over 30k pre-orders
*Amazon – over 8k pre-orders - Largest THQ reserving title ever
*Europe – Total of all European pre-orders over 46k units
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===Creative: Packaging===
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===Creative: Print Advertising===
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===Creative: Online===
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===Creative: Out of Home===
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===Creative: Trailers & TV Spots===
File:Future History Trailer
File:Resistance Trailer
File:Multiplayer Reveal Trailer
File:Multiplayer Carnage Trailer
File:Occupation Trailer
File:Live Action TV Spot
File:Launch Trailer (Volunteers)
Results:
*YouTube – over 3MM total views
*Machinima.com - over 2.2MM total views
*Jeuxvideo.com - over 1.18MM total views
*Gametrailers.com - over 1.9MM total views
*Xbox Live – over 1.6MM total views
===Creative: Developer Diaries===
File:Future History 
File:Large-Scale Warfare
File:Fight for Freedom
===Creative: Website===
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===Creative: Avatar Items===
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===Creative: Cover Art & Renders===
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===Creative: In-Game ‘Moments’===
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===Creative: Licensed Merchandise===
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===The World of Homefront===
*Timeline
*Artifacts
*Jefferson
*Mystery Mailers
*Novel
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