![]() With those components, then we got in-store signage across every GameStop in the country through this relationship. ![]() Because of that relationship, it was something that all the managers wanted to get behind, because it was something that could help them as a company more by backing the product. We became kind of an anchor tenant for them, because we were an exclusive, only available at their retailers. It originated with a joint press release from both us and GameStop, moving into-I don’t know if you’re familiar, but there’s a GameStop managers show, a conference where they bring out all the managers from every store in the country to one location in Anaheim. This relationship was on more than just the surface level. It plays into the narrative that they’re selling, about backing the right titles and bringing awareness of those to consumers. It hits some of the core values that GameStop is trying to offer now – zeroing in on key titles that they think are successful. Will Powers: This is something that, like Geoff said, was beneficial for both our team and their team. Not only on their web pages, but in-store as well, and all their social media sites. Going back to GameStop, they stepped right up to the plate and saw the value in the exclusive. Mulligan: What I mean by “channel-wide,” if we’d sold to every retailer, on late notice, it’s hard to get promotions and buy space, whether it’s on their sites or in the Walmarts and Best Buys and Targets of the world. GamesBeat: What does GameStop do for you in this situation? It’s very difficult to get any kind of major awareness during the holiday season, but if you have the largest retailer on your team, supporting you at a level that’s difficult to acquire if you’re doing channel-wide marketing-it was an easy choice. “How do you feel about this? This is your sweet spot, a product that fits in your demographic group.” That’s where it came from. We approached GameStop about an exclusive deal. Looking at the market, we said, “Demographically, where does this belong? Who do we reach out to? How do we best do that in a short time with laser focus?” GameStop, the largest retailer, goes to the top of the list. However, to segue into GameStop, we’re going into the busiest time of year against the mega-monsters that launch between September and the end of the holiday season. On Killing Floor 2 with Early Access on Steam, it’s moved over a million units. Geoff Mulligan: If you look at the Killing Floor IP, the original Killing Floor sold almost 3.5 million units. GamesBeat: How did you get connected with GameStop? So I had a quick chat with Deep Silver chief operating officer Geoff Mulligan and senior marketing and communications manager Will Powers about Killing Floor 2, GameStop, and finding intelligent ways to publish successful video games in a rapidly changing environment. I wanted to talk to the company more about the thinking behind that decision. In the end, Deep Silver found a way to get the game to market as a packaged disc. When the time came for the console ports, however, Deep Silver and Tripwire didn’t want to rely on digital sales alone - a business model that works fine for the PC but that would leave money on the table when it comes to console consumers. The sequel is similar to the first Killing Floor: Tripwire built a game where up to six players could work together cooperatively to take on waves of the undead and other monsters. Killing Floor 2 had debuted for PC in April through the Early Access program for unfinished games on the Steam distribution platform. ![]() This gave the biggest game-specific retailer a stranglehold on fans looking forward to that game, and that encouraged GameStop to put marketing into the release on its website, social media accounts, and in its stores. Instead of sending the game off to die with its November 18 release date, Deep Silver (best known for the Saints Row games) made a deal to bring the physical version of Killing Floor 2 on PS4 exclusively to GameStop retail locations in the United States. ![]() That’s exactly what Deep Silver did with developer Tripwire Interactive’s wave-based gore shooter Killing Floor 2 for the PlayStation 4. For a game to thrive in this environment, publishers need to get creative. That’s when the biggest publishers launch some of their highest profile blockbusters, and it’s easy for something with a smaller marketing budget to get lost. We're thrilled to announce the return of GamesBeat Summit Next, hosted in San Francisco this October, where we will explore the theme of "Playing the Edge." Apply to speak here and learn more about sponsorship opportunities here. ![]()
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