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PRODUCT	
  
Castle	
  Crashers	
  is	
  an	
  action	
  Beat	
  Em’	
  Up	
  with	
  
RPG	
  elements.	
  It	
  can	
  be	
  played	
  either	
  single	
  
play	
  or	
  multiplayer	
  with	
  a	
  max	
  of	
  4	
  players.	
  
The	
  focus	
  seems	
  to	
  be	
  on	
  playing	
  the	
  game	
  
with	
  4	
  players.	
  Players	
  progress	
  through	
  
different	
  worlds,	
  killing	
  enemies,	
  earning	
  
points,	
  and	
  leveling	
  up.	
  	
  
The	
  game	
  has	
  both	
  elements	
  of	
  fun	
  unbound	
  
violence	
  in	
  the	
  way	
  player’s	
  beat	
  up	
  different	
  enemies;	
  it	
  also	
  has	
  a	
  strategic	
  side,	
  with	
  
collecting	
  items,	
  using	
  your	
  collected	
  points,	
  and	
  choosing	
  how	
  to	
  level	
  up	
  your	
  
character.	
  This	
  adds	
  another	
  layer	
  to	
  the	
  gameplay	
  that	
  broadens	
  the	
  demographic	
  a	
  bit,	
  
to	
  include	
  more	
  thoughtful	
  RPG	
  gamers.	
  
	
  
PRICE	
  
The	
  game	
  is	
  priced	
  at	
  £9.99	
  across	
  all	
  the	
  different	
  platforms.	
  
There	
  have	
  been	
  several	
  Downloadable	
  Content	
  packs	
  released,	
  that	
  players	
  have	
  to	
  pay	
  
to	
  download.	
  Each	
  pack	
  contains	
  new	
  characters	
  and	
  weapons,	
  and	
  costs	
  £1.29	
  
	
  
PLACE	
  
The	
  game	
  is	
  download	
  only,	
  meaning	
  it	
  can	
  only	
  be	
  bought	
  on	
  a	
  digital	
  game	
  
marketplace,	
  and	
  is	
  not	
  available	
  in	
  any	
  physical	
  way.	
  Although	
  it’s	
  a	
  download	
  only	
  this	
  
doesn’t	
  limit	
  the	
  platform	
  it	
  can	
  be	
  played	
  on,	
  as	
  it	
  can	
  be	
  downloaded	
  on	
  several	
  
different	
  platforms:	
  Xbox	
  Live	
  Arcade,	
  Steam,	
  and	
  PlayStation	
  Network.	
  	
  
The	
  release	
  across	
  these	
  platforms	
  was	
  staggered,	
  with	
  it	
  first	
  arriving	
  on	
  Xbox	
  360,	
  
then	
  PlayStation,	
  them	
  on	
  Computers.	
  This	
  helps	
  build	
  anticipation	
  for	
  players	
  on	
  other	
  
platforms,	
  with	
  PlayStation	
  gamers	
  hearing	
  about	
  it	
  on	
  Xbox	
  360	
  for	
  around	
  a	
  year	
  
before	
  being	
  able	
  to	
  play	
  it.	
  
The	
  game	
  being	
  download	
  only	
  makes	
  it	
  easier	
  for	
  customers	
  to	
  get	
  hold	
  of,	
  and	
  so	
  helps	
  
it	
  travel	
  via	
  word	
  of	
  mouth.	
  Customers	
  can	
  instantly	
  and	
  without	
  much	
  effort,	
  buy	
  and	
  
play	
  it	
  after	
  hearing	
  about	
  it,	
  either	
  from	
  a	
  friend	
  or	
  on	
  the	
  Internet,	
  rather	
  then	
  having	
  
to	
  wait	
  for	
  a	
  delivery	
  or	
  go	
  out	
  to	
  a	
  store.	
  This	
  is	
  a	
  good	
  system	
  for	
  an	
  independent	
  game,	
  
that	
  won’t	
  have	
  a	
  lot	
  of	
  money	
  of	
  advertising.	
  
	
  
PROMOTION	
  
The	
  game	
  appeared	
  at	
  several	
  Comic-­‐Cons	
  from	
  2005	
  up	
  to	
  it’s	
  initial	
  Xbox	
  release	
  in	
  
2008.	
  They	
  showed	
  off	
  gameplay	
  demos	
  and	
  information,	
  and	
  started	
  very	
  early	
  on	
  in	
  
development:	
  for	
  the	
  games	
  first	
  appearance	
  it	
  didn’t	
  even	
  have	
  a	
  name	
  yet.	
  	
  
As	
  an	
  indie	
  title	
  with	
  little	
  promotion,	
  the	
  game	
  relied	
  on	
  coverage	
  from	
  news	
  sites	
  and	
  
conventions,	
  thus	
  there	
  only	
  real	
  promotion	
  option	
  is	
  to	
  go	
  out	
  to	
  a	
  convention	
  and	
  
show	
  off	
  the	
  game,	
  get	
  people	
  excited,	
  and	
  make	
  journalists	
  want	
  to	
  cover	
  it.	
  	
  

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4 P's of Marketing - Castle Crashers

  • 1.   PRODUCT   Castle  Crashers  is  an  action  Beat  Em’  Up  with   RPG  elements.  It  can  be  played  either  single   play  or  multiplayer  with  a  max  of  4  players.   The  focus  seems  to  be  on  playing  the  game   with  4  players.  Players  progress  through   different  worlds,  killing  enemies,  earning   points,  and  leveling  up.     The  game  has  both  elements  of  fun  unbound   violence  in  the  way  player’s  beat  up  different  enemies;  it  also  has  a  strategic  side,  with   collecting  items,  using  your  collected  points,  and  choosing  how  to  level  up  your   character.  This  adds  another  layer  to  the  gameplay  that  broadens  the  demographic  a  bit,   to  include  more  thoughtful  RPG  gamers.     PRICE   The  game  is  priced  at  £9.99  across  all  the  different  platforms.   There  have  been  several  Downloadable  Content  packs  released,  that  players  have  to  pay   to  download.  Each  pack  contains  new  characters  and  weapons,  and  costs  £1.29     PLACE   The  game  is  download  only,  meaning  it  can  only  be  bought  on  a  digital  game   marketplace,  and  is  not  available  in  any  physical  way.  Although  it’s  a  download  only  this   doesn’t  limit  the  platform  it  can  be  played  on,  as  it  can  be  downloaded  on  several   different  platforms:  Xbox  Live  Arcade,  Steam,  and  PlayStation  Network.     The  release  across  these  platforms  was  staggered,  with  it  first  arriving  on  Xbox  360,   then  PlayStation,  them  on  Computers.  This  helps  build  anticipation  for  players  on  other   platforms,  with  PlayStation  gamers  hearing  about  it  on  Xbox  360  for  around  a  year   before  being  able  to  play  it.   The  game  being  download  only  makes  it  easier  for  customers  to  get  hold  of,  and  so  helps   it  travel  via  word  of  mouth.  Customers  can  instantly  and  without  much  effort,  buy  and   play  it  after  hearing  about  it,  either  from  a  friend  or  on  the  Internet,  rather  then  having   to  wait  for  a  delivery  or  go  out  to  a  store.  This  is  a  good  system  for  an  independent  game,   that  won’t  have  a  lot  of  money  of  advertising.     PROMOTION   The  game  appeared  at  several  Comic-­‐Cons  from  2005  up  to  it’s  initial  Xbox  release  in   2008.  They  showed  off  gameplay  demos  and  information,  and  started  very  early  on  in   development:  for  the  games  first  appearance  it  didn’t  even  have  a  name  yet.     As  an  indie  title  with  little  promotion,  the  game  relied  on  coverage  from  news  sites  and   conventions,  thus  there  only  real  promotion  option  is  to  go  out  to  a  convention  and   show  off  the  game,  get  people  excited,  and  make  journalists  want  to  cover  it.