NEWS - Tuesday, June 14, 2005

Advent Rising’s Marketing Savy

Although Advent Rising could be faring better critically, the game’s marketing campaign--filled with print ads, comic inserts, a trailer at theaters before certain showings of Star Wars, and a very unique millon-dollar contest--will no doubt help the game commercially. Majesco appears to be a publisher on the rise, and with smart campaigns like this and the one for Psychonauts before it, the company is likely to grow even more. Majesco’s Advent Rising might not be receiving the high marks of their previous release Psychonauts, but the publisher is still going above and beyond nearly everyone else when it comes to marketing the title. The massive campaign put together for the title is doing an excellent job of making Rising seem more like a somewhat bumpy start for an extended series, instead of the fizzling of a grand idea. June NPD data will tell the whole story, but it would not be surprising to see the title debut higher than any of the growing publisher’s previous titles. Targeting Sci-Fi Enthusiasts Although growing rapidly in terms of revenues, Majesco is still a relatively small publisher. This hasn’t stopped them from approaching the marketing of their biggest titles in the biggest way possible. Instead of leveraging the hardcore community to try to grow into the next Activision or EA, the company has instead been aggressively targeting the mainstream with very expensive campaigns. [ "Majesco’s new chairman Carl Yankowski really gave us a challenge to come up with creative promotions that go above and beyond what is typically done in this industry," Ken Gold, Vice President of Marketing, Majesco ] The best example is the Advent trailer that ran before Episode III in thousands of theaters nationwide. Advent isn’t a small title by any means, but it’s traditionally been the biggest of the big, the "Halo 2’s," that received the theater treatment. The spot included a portion of the game’s original orchestrated score, conducted by Emmy award winner Mark Watters. The game’s print campaign was featured in the usual line-up of gaming and lifestyle magazines, including EGM and Stuff, but it also ran in more Sci-Fi skewing readerships, including Wizard and Star Wars Insider. Over 500,000 custom Advent Rising comics were inserted into DC Comics issues as part of an integrated sweepstakes as well. The print ads, comic inserts, and pre-Star Wars trailer all seem to be designed to get science fiction fans, whether they’re gamers or not, familiar with the Advent brand. With Hugo and Nebula award winning author Orson Scott Card’s name attached to the project, it will most likely prove to be a smart group to target. Creative Contest Ensures Headlines "Majesco’s new chairman Carl Yankowski really gave us a challenge to come up with creative promotions that go above and beyond what is typically done in this industry," Majesco’s Vice President of Marketing Ken Gold told GameDAILY BIZ. For Advent Rising the company took advantage of the ability to make games "Live Aware" by building in a time-released scavenger hunt within the game itself. Once a week, for the next six weeks, a small letter "A" will be downloaded via Xbox Live and hidden within a level of the game, with a clue provided to the media at that time. Once the "A" is found gamers are given a code to access the contest website. The first to do so is that week’s winner. The grand prize is an impressive $1 million paid out over 20 years, although there are a variety of other prizes up for grabs including XBL subscription cards, SoBe drinks, Advent strategy guides, Radica Xbox controllers, and more. This contest is one of the best ideas yet seen in this industry, for multiple reasons. Since it runs for a month and a half, it should keep owners involved in the experience far longer than they would have been otherwise. Furthermore, Majesco has been very public about this being the first part of a trilogy, so getting gamers to play the game six weeks after its release and probably long after they’ve beaten it is very important. It also ensures a month- and-a-half of buzz and gaming headlines. Gaming blogs and message boards will have far more Advent Rising chatter six weeks from now when the final clue is revealed than any other game launched in early June. Games may sit on the shelf at full price for a year or more, but any retail manager will tell you that their lifespan is considerably less. For better or worse, game sales are becoming more and more frontloaded, and what doesn’t sell at or very near launch stands a strong chance of remaining on the shelf until there’s a price drop. This contest helps extend Advent’s life, while also generating press, and keeping owners more interested in the world that developer GlyphX has created.
Source: http://www.gamedaily


Site Statistics

Registered Members: 49,079
Forum Posts: 725,920
Xbox One Titles: 2,912
Xbox 360 Titles: 1,086
Xbox 360 Kinect Titles: 95
Xbox 360 Arcade Titles: 586
Original Xbox Titles: 987
Staff Reviews: 2,044
Member Reviews: 10,339
News Articles: 15,651
Screenshots: 34,232
Xbox 360 Achievements: 45,112
Xbox 360 Faceplates: 2,016
Cheat Codes: 1,706

Latest News

See News Archives

Community Forum Activity

Watch Dogs: Legion
Post by Nato King
0 Replies, 1183 Views

Xbox Series X or S
Post by Nato King
4 Replies, 2076 Views

Spellbreak Grand Magus Pack (3) and Starter Pack (7) Giveaway!
Post by Variation-XBA
0 Replies, 1906 Views

I pay $ 1000! I search the Element 54 Canadian launch Team signaturen Faceplate
Post by Smill
0 Replies, 6030 Views

Xbox one no signal
Post by debrartin
0 Replies, 27664 Views

do you remember?
Post by SnoochyBoochy
3 Replies, 27896 Views

i haz xbox
Post by SnoochyBoochy
0 Replies, 23910 Views

Claiming the first thread of 2020
Post by Kraft
7 Replies, 41069 Views

Important! I pay $ 1000! I search the Sweden launch and the Element 54 Faceplate
Post by Smill
3 Replies, 23639 Views

Squad Up
Post by samslophead
0 Replies, 50204 Views

TERA Skinned Xbox One X Giveaway!
Post by Variation-XBA
0 Replies, 53331 Views

Starfield Release expectations?
Post by DJ tx
4 Replies, 88660 Views

Issue with Xbox live on Xbox home
Post by rcmpayne
0 Replies, 60998 Views

Happy Birthday, Me.
Post by SnoochyBoochy
4 Replies, 74919 Views

Xbox Playdates Canada October, 2018 Play date info thread.
Post by Kiesey
2 Replies, 19300 Views

© 2000-2020 - All rights reserved. All trademarks are properties of their respective owners.
Xbox is a registered trademark of Microsoft. is not affiliated with Microsoft.

Made in Canada
Site Design by Cameron Graphics