2. CHAPTERS
I. TURTLE ROCK
II. GAME PLAY
III. S.W.O.T. ANALYSIS
IV. TARGET MARKET
V. GOALS
VI. COMIC CON
VII. COLLEGE TOUR
VIII. PROMO WEEK
3. CHAPTER ONE:
TURTLE ROCK
• Lake
Forest,
CA
• Founded
in
2002
by
Michael
Booth
• January
10,
2008
acquired
by
Valve
Corp.
which
later
shut
Turtle
Rock
down
• Re-‐opened
by
Chris
Ashton
and
Phil
Robb
in
2009.
• Evolve
was
originally
“CryEngine
3”
and
was
to
be
published
by
THQ
(Trinity
AcquisiQon
Corp)
which
went
into
bankruptcy.
4. CHAPTER TWO:
GAME PLAY
• 4
v
1,
cooperaQve
and
compeQQve
mulQplayer
game
o Hunters:
Markov,
Griffin,
Hank,
Val
o Monster:
Goliath
• Takes
place
in
the
uncommon
sci-‐fi
seYng
o Humans
are
colonizing
and
exploring
distant
planets
o Planet
Shear
• Game
is
played
in
a
series
of
4
v
1
matches
• Focus
of
the
players
at
all
Qmes
is
kept
on
the
acQon
o Weapons
have
unlimited
ammo
o AutomaQc
acQons
are
set
• Keeps
a
balance
between
the
4
v
1
6. CHAPTER THREE:
S.W.O.T.
Strengths
·∙
Even
with
the
unpredictable
economic
situaQon,
the
video
game
industry
is
conQnuously
growing
·∙
Unique
storyline
and
features
·∙
Facebook-‐
100K
likes,
Twiber-‐41.2K
·∙
Strong
fan
base
for
Lec
4
Dead
4.6M
likes,
23.6
K
fans
on
twiber
(Both
games
have
similar
model)
·∙
Suitable
for
PC,
PS4,
XBOX
ONE
·∙
Released
during
holidays
–
great
for
gic
giving
Weaknesses
·∙
Turtle
Rock-‐
Only
have
two
games
under
their
belt
(Lec
4
Dead,
Evolve)
·∙
2K-‐
Doesn't
have
much
weight
in
the
industry-‐
Game
resume
has
no
similarity
-‐>
no
history
with
Evolve’s
target
market
·∙
Game
is
not
suitable
for
older
game
plamorms-‐
XBOX
360,
PS
3,
Wii
• Delay
in
release-‐
pushed
back
many
months
7. CHAPTER THREE:
S.W.O.T.
Opportuni2es
·∙
Build
both
companies
relevance
in
market
·∙
Can
create
franchise
with
first
Evolve
game
·∙
Adhere
to
the
need
of
older
game
plamorms
·∙
Use
strong
online
fans
to
create
abenQon
Threats
·∙
CompeQQon
(EA)
has
more
sway
in
the
market
·∙
Loss
of
potenQal
customers
because
of
lack
of
socware
selecQon
·∙
Bulk
of
sales
and
abenQon
will
decrease
rapidly
acer
a
few
weeks
acer
release
8. CHAPTER FOUR:
TARGET MARKET
• Male
• 18-‐34
• Income
35+
• High
school
grad
• Single,
married,
in
a
relaQonship
• Where
ever
video
games
are
sold
• Already
involved
in
video
games
• Interests:
science
ficQon,
shooter,
strategy
gaming
9. CHAPTER FIVE:
GOALS
• Create
extreme
hype
surrounding
the
game
and
its
launch
• Establish
a
high
awareness
of
the
game
and
its
differences
from
past
sci-‐fi
shooter
games
• Generate
very
high
first
week
sales
• Be
recognized
as
the
‘it’
game
of
the
holiday
season
• Create
a
respect
toward
this
game
as
it
is
Turtle
Rock’s
first
‘adult’
and
serious
game
• Establish
Turtle
Rock
as
a
major
player
in
the
gaming
world
10. GOALS
• Create
massive
awareness
about
EVOLVE,
its
points
of
differences
from
classic
sci-‐fi
shooter
games,
and
make
note
of
its
changed
release
date
• Engage
customers
with
an
EVOLVE
experience
and
leave
a
favorable
impression
about
the
game
in
their
mind
• Increase
presale
numbers
and
ulQmate
sales
of
the
EVOLVE
game
in
general
OBJECTIVES
• Interact
with
Comic
Con
abendees
and
hand
out
informaQonal
cards
and
EVOLVE
branded
materials
• Promote
interest
in
game
and
create
fun
experiences
associated
to
game
STRATEGIES
• Select
exclusive
group
of
200
industry
leaders
and
influences
TACTICS
• Private
keynote
presentaQon
about
EVOLVE
game
• EVOLVE
Experience
Booth
• EVOLVE
ShooQng
Range
CHAPTER SIX:
Comic Con
11. CHAPTER SIX:
Comic Con
InformaQonal
Speech
and
Experience
Booth
• Keynote
PresentaQon:
A
crowd
of
200
industry
leaders
such
as
game
bloggers,
game
reviewers,
famous
game
players,
and
game
magazine
contributors
will
abend
a
keynote
style
speech
about
the
game
and
its
style
of
play.
Abendees
will
get
to
try
out
game
and
play.
• Experience
Booth:
Large
booth
with
EVOLVE
signage,
large
televisions
displaying
game
play,
and
informaQonal
pamphlets.
Four
actors
will
be
at
booth
at
all
Qmes
dressed
as
the
four
characters
you
can
play
in
game.
Life
sized
monster
will
also
be
at
booth
for
photo
ops.
Plenty
of
free
EVOLVE
‘swag’
to
be
given
out.
• ShooQng
Range:
A
virtual
‘shooQng
range’
would
be
created
with
four
different
allies.
Each
will
provide
users
with
a
replica
of
a
real
gun
featured
in
the
game
specific
to
1
of
the
4
characters
you
can
chose
to
play.
Each
screen
will
put
players
a
situaQon
of
game
play
when
that
specific
gun
would
be
opQmal.
12. GOALS
• Create
awareness
for
EVOLVE
video
game
amongst
college
students
• Create
interest
in
EVOLVE
video
game
in
students
that
are
not
hardcore
gamers
or
wouldn’t
have
tried
game
out
otherwise
• Generate
a
large
amount
of
social
media
impressions
OBJECTIVES
•
Create
fun
and
exciQng
atmosphere
at
college
campus
• AcQvely
engage
student
body
in
EVOLVE
game
play
and
experiences
• Create
over
all
awareness
of
video
game
in
Qme
for
preorder
and
holiday
season
STRATEGIES
•
Conduct
7
college
visits
on
each
coast
to
large
college
campuses
that
have
a
student
body
fiYng
our
target
customer
• Mapping
out
most
effecQve
and
Qme
efficient
route
for
each
coast
(2
days
at
each
campus)
TACTICS
• Provide
students
with
the
opportunity
to
play
a
fully
funcQonal
version
of
EVOLVE
video
game
• Created
a
modified
version
of
the
EVOLVE
Experience
Booth
• EVOLVE
ShooQng
Range
CHAPTER SEVEN:
College Tour
13. CHAPTER SEVEN:
College Tour
College
Tour:
Game
play
and
Armory
• EVOLVE
tour
bus
oumibed
with
logo
and
team
of
6
EVOLVE
brand
ambassadors
will
visit
14
college
campuses
• 7
colleges
on
each
coast
(West
and
East)
• East
Coast:
DePaul
University,
Penn
State,
Boston
College,
Syracuse,
Chapel
Hill,
Georgetown,
and
Full
Sail.
• West
Coast
Colleges:
University
of
Washington
(Seable),
University
of
Oregon,
Arizona
State,
University
of
Colorado,
University
of
Southern
California,
UCLA,
and
Stanford.
• There
will
be
a
scaled
down
version
of
the
Experience
Booth
from
Comic
Con
constructed
on
each
campus
• The
Virtual
ShooQng
Range
from
Comic
Con
will
also
be
reconstructed
in
full
at
each
tour
stop
• Staff
will
be
at
each
stop
to
answer
any
quesQons,
engage
and
encourage
game
play,
and
provide
Qps
for
the
game
14. GOALS
• Create
awareness
for
EVOLVE
video
game
amongst
general
public
and
gamers
• Enforce
conQnued
interest
in
game
for
those
who
may
have
lost
interest
due
to
game
release
date
push
back
• Generate
large
amount
of
preorder
numbers
OBJECTIVES
• Double
the
amount
of
preorder
numbers
at
the
start
of
promoQon
week
• Find
high
traffic
places
in
people’s
lives
to
promote
EVOLVE-‐
online/real
life
• Saturate
market
for
a
week
and
then
slowly
conQnue
moderately
unQl
official
release
STRATEGIES
•
See
following
slide
TACTICS
• See
following
slide
CHAPTER EIGHT:
Pre-Order Hype Week
15. CHAPTER EIGHT:
Pre-Order Hype Week
• Cardboard
cut
outs,
info
flyers,
and
info
cards
branded
with
EVOLVE
logo
and
characters
sent
to
major
retailers
such
as
BestBuy,
Target,
Wal-‐Mart,
GameStop
the
2nd
week
in
November.
• During
this
period,
November
9-‐15,
a
deal
will
be
worked
with
GameStop
to
have
all
employees
wear
EVOLVE
branded
tees
with
the
game
release
date
on
front
and
back.
• Total
‘take
over’
of
the
GAMEFLY
and
YOUTUBE
homepage
during
this
week
with
ads
direcQng
people
to
preorder
pages.
• Buying
ad
space
on
HULU
and
YOUTUBE
showing
30
seconds
clips
of
game
play
ending
with
a
preorder
link.
• Partnership
with
SUBWAY
eatery
to
have
fountain
cups
branded
with
EVOLVE
characters.
• Chalk
foot
prints
around
New
York
City
and
other
major
ciQes
sidewalks
to
mimic
the
game
cover
with
release
date
below.
• Exclusive
views
of
the
game
posted
all
week
via
VINE,
TWITTER,
FACEBOOK,
and
INSTAGRAM.
• MAJOR
EVENT:
To
kick
start
this
promo
week,
the
life
sized
30-‐
foot
replica
of
Goliath
will
be
dropped
off
in
Union
Square
on
November
8th
in
a
crate.
On
the
huge
wooden
box
will
be
game
logo
and
release
date.
On
the
final
day
of
promo
week,
the
box
will
be
opened
with
a
major
reveal
event
to
welcome
Goliath
to
Union
Square
(GameStop
right
outside
Union
Square).
