1. GTA 4 AND MW2 BUSINESS
STRATEGY
(GRAND THEFT AUTO 4 AND
MODERN WARFARE 2)
By Ameena Rehman

2. Marketing – MW2
 Co-branding with Monster Energy drink
 Infinity Ward used an amazing marketing
strategy to keep the hype up for months.
 The MW2 team applied a slow leak
formula to their communications, slowly
giving information about the story and
game changes.

3. Marketing – GTA 4
 Rockstar marketed GTA 4 heavily.
 Rockstar’s marketing has come in many
forms, including…
 Television Ads
 Internet video
 Viral marketing
 Mural Ads
 A redesigned website
 This advertising allowed Rockstar to
attract the attention of the biggest
audience possible.

4. Promotion – MW2
 MW2 was promoted by allowing potential
consumers to play the game free of charge,
during a special weekend promotion on stream.
 Infinity Ward ran a MW2 promotion of 4 packs of
cans of Monster Energy Drink, where you could
win
 Games
 Free map pack downloads
 Viewing of exclusive MW2 strategy webcase

5. Promotion – GTA 4
 GTA 4 was being promoted by giving
consumers the chance to pre-order the game.
 A series of videos being produced.
 GTA 4 promotion was launched on games for
Windows Live’s gaming on demand service.
 Also Xbox Live Gold Members were able to
play GTA 4 completely free of charge.

6. Downloadable Content (DLC)
What is downloadable content?
 Downloadable content is official
additional content for a video
which is distributed through the
internet.

7. Downloadable Content – MW2
 MW2 downloadable content
package adds 5 multiplayer maps
to the shooter, called Modern
Warfare 2 stimulus package.
 This package was released on
the Play Station Network.

8. Downloadable Content – GTA 4
 GTA 4 owners of Xbox 360 consoles
the extra episode is called The Lost
and Demand.
 The extra episode was available
exclusively to Xbox 360 users who
own a copy of the original GTA4
game and subscribed to Microsoft’s
online gaming platform, Xbox Live.

9. Distribution – GTA 4
 Previous instalments of GTA series had
been released on Play Station first and
then on Xbox a year later.
 GTA 4 was released both on PS3 and Xbox
360 at the same time.
 This was done as both consoles were not
around long neither established dominance
yet.

10. Distribution – GTA 4 continued…
 Same time release was no benefit for
Rockstar to give Sony exclusivity.
 GTA 4 cost $100 million to make therefore
Rockstar wanted as many people as
possible playing the game.
 Microsoft paid $50 million for exclusive
online content, which 2 years later was
available to everyone to buy.