THQ's Homefront 2/Concept and Positioning Report

## 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?\*

Homefront OwnersNon-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.

***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.

## 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.

**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.

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?

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?

**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.

**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.

## 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?

Homefront OwnersNon-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.

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.

**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?

*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.”

**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.

**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.

**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.”

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.

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.

## 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.

 Uprising
 The 2nd American Revolution
 Home Again
 The Fight for Freedom
 Take Back America

## Features Evaluation

Along with the overall concept, respondents also evaluated 12 key features on several metrics including appeal and purchase impact.

***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.

The table below shows the qualitative strengths of each feature:

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”).

## Positioning Statements Evaluation

 Customization
 Guerilla Warfare
 Pedigree
 Single-Player
 American
 Revolution
 Environment

**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.

The table below outlines the key strengths and weaknesses of each positioning statement based on respondents’ qualitative answers.

## 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.

**Deep-Dive: Target Audience Profile Tables**

## 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.

\*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.

**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.

**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.