THQ's Homefront 2/Brand Approach

* **Platforms:** X360, PS3, PC, Next-Gen
* **Genre:** First Person Shooter
* **Developer:** Crytek
* **Release Date:** Early 2014
* **Age Rating:** Mature

A COMMERCIAL SUCCESS... *but critical failure*

### 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...

### 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

### It Starts With Pedigree

* AAA Pedigree
* Best in Genre Visuals
* Top-Tier Tech Engine
* Next Gen Expertise

### 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 freedom
* 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?

## Homefront 2 Positioning

Positioning the product to the right audience

### 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 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

## HF2 Communications

Telling the campaign story

**The Fight is Coming Home…**

*Are You Ready to Take it Back?*