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Post by SofaJockey on May 29, 2018 22:29:33 GMT
This thread is to discuss Anthem's marketing journey from announcement to launch. In today's climate, with a distrusted EA and clickbait YouTubers waiting for every slip-up, how EA/BioWare market and communicate the game up to launch will be more critical than ever. On top of that, how do you sell something no-one knew they wanted, don't yet understand and that some hold responsible for killing Mass Effect. This thread is to discuss how it's going, what's new, what's interesting, what's working and what's not working. Students of marketing take note... 'New IP' announcement, June 2014 (excerpt) Anthem teaser, June 2017 Anthem E3 Trailer, June 2017
Casey Hudson's Blog (1), April 2018blog.bioware.com/2018/04/16/studio-update-from-casey-hudson/"in that spirit that we are working through production on Anthem–a game designed to create a whole new world of story and character that you can experience with friends in an ongoing series of adventures. It will be unlike anything you’ve played, but if we do it right, it will feel very distinctly BioWare."
Casey Hudson's Blog (2) - Creating Worlds: The Future of BioWare, May 2018"I talked last time about Anthem being “a story you can experience with friends.” There were, understandably, some questions and concerns about story in multiplayer. Specifically, “what if I don’t want to play with randos?” “What if I don’t have friends that I play games with?” And, “I like to be the one making choices in my story—if it’s multiplayer, won’t the story get watered down?”
As a player, I worry about these things too—which brings us to the last line of our mission: become the hero of your story. In a BioWare game, you should feel like the story is about you. You create your own character, you decide what happens next, and you become the hero. I think the reason people are concerned about whether these things are possible in a multiplayer game is because it just hasn’t been solved well before."
EA Play Trailer, June 2018
Five Things Coming to EA Play for AnthemDive deep with a new trailer and never-before-seen gameplay.
Mark your calendar. On June 9, 2018 at 11 a.m. PDT, EA PLAY returns with a detailed look at the gameplay of BioWare’s™ upcoming Action-RPG, Anthem™. Here are five things we can share ahead of the stream.
- A New Trailer
That’s right, we’re delivering an unseen trailer that delves into the dangerous world of Anthem. You’ll get a glimpse into the story, characters, and monsters that bring the game to life.
- More Gameplay
Last year we showed off some of the core gameplay that you can expect from Anthem – flying, fighting, and of course, collecting loot. And this year we’re happy to show off some more. Tune in to see it all.
- Deeper Combat Showcase
One thing we’ll be showing in-depth this time around is combat. The power of the Javelin exosuit will be on full display as players take on the most ferocious enemies seen yet.
- Developer Insights
The dev team at BioWare has been hard at work, and now they’re ready to show it off in-person. Hear some of the guiding principles that have shaped the development of Anthem as BioWare General Manager Casey Hudson, Executive Producer Mark Darrah, and Lead Writer Cathleen Rootsaert take the stage.
- A Look Behind The Curtain
Along with hearing from the developers themselves, we’ll be showing off some of the concept and production art of Anthem. You’ll get a chance to see the craftsmanship that has built this incredible world from the ground up.
Be sure to tune in right at 11 a.m. PDT so you won’t miss a minute of this momentous live event.
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Post by SofaJockey on May 29, 2018 22:41:29 GMT
A week and a half to go before EA Play. A pretty mixed vibe for EA/BioWare, verging on outright hostility from some. It's going to be an interesting few weeks. We can have a good discussion about all this anyway, but do have any actual marketers in the house?
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Post by Beerfish on May 30, 2018 0:06:42 GMT
I really do not like the new way of doing marketing re games from bioware/ea.
Almost nothing for years and then in the last 6 months so much content and spoilery stuff that you can hardly absorb it all.
Since BioWare turfed their boards and have almost no contact with fans other than the stuff you guys suss out I have rarely even visited this Anthem forum.
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Post by Hrungr on May 30, 2018 1:15:47 GMT
No big surprise I'm sure, but I like shorter marketing run-ups to launch (a la Bethesda). Obviously, the farther out from launch you show off your game, the greater the risk you're going show things that won't make it into your final game. We see this time and time again, and the last thing you want to do as a game developer is Watchdog yourself. DA:I was another cautionary tale of what happens when you start showing off vertical slices too early. Looking specifically at the E3 2014 trailer showing off the tech for Anthem, it seems to have little in common with the gameplay trailer we got last year. Brenon even said some of the tech shown (eg. accumulating snow) won't be in Anthem as they've moved to a more jungle environment. And in 2019, I wonder how much the actual game will have in common with their 2017 trailer... I believe it was Aaryn who later said he regretted showing off the trailer that early. And once you've kicked off your marketing, all you've done is awakened the beast... and the beast wants to be fed! Showing off one trailer, then waiting a year to show off another isn't the greatest marketing strategy. The DA:I marketing dept. tried to keep beast fed for a year (Maker bless them for trying), but in the end the wound up revealing way too much, and people would get pissy if BW went even 2 weeks without seeing something new. Then there was all the backpedaling towards the end as a bunch of features they were promising early on weren't going to make it. And I remember that cloud hanging over the launch.
Another benefit of a short run-up is you can avoid (or at least mitigate) hype fatigue. I think people forget that sometimes...
That's something I'd like to see BW avoid in the future. Personally, I wouldn't have kicked off the Anthem marketing machine in earnest until 5-6 months before launch. When you can show off the game with confidence it'll change little in the final product. I wouldn't have even contemplated showing the public anything before this E3.
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Post by Hrungr on May 30, 2018 1:48:16 GMT
A week and a half to go before EA Play. A pretty mixed vibe for EA/BioWare, verging on outright hostility from some. It's going to be an interesting few weeks. Yep, it'll be... interesting.
If they can win over some of the popular YTs, and gaming sites, I think it'll mitigate some of that hostility. But they really need to hit a home run here. I think their gameplay trailer was a decent start (visuals & gameplay), and if they can show the game also has a compelling story / world / characters / content (and no crazy monitization schemes) I think they can build that positive momentum they need.
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Post by isaidlunch on May 30, 2018 2:12:43 GMT
Showing gameplay so early was a mistake, especially with evasive they're being regarding single player content. It feels like they're leading their current fans on, which will only make things worse in the long run.
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Post by PillarBiter on May 30, 2018 6:02:14 GMT
I've yet to see a bioware game where marketing was done right.
But hey, x-th time's the charm, right?
It will be an interesting few weeks, indeed.
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Post by river82 on May 30, 2018 6:14:04 GMT
Showing gameplay so early was a mistake, especially with evasive they're being regarding single player content. It feels like they're leading their current fans on, which will only make things worse in the long run. The important thing is that Bioware have come out and said there will be no graphical downgrade from the trailer to the game. The shitstorm over the trailer with Andromeda was because there was quite the graphical downgrade from the trailer to the game.
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Post by Atemporal Vanguardian-Debugger on May 30, 2018 8:41:00 GMT
Showing gameplay so early was a mistake, especially with evasive they're being regarding single player content. It feels like they're leading their current fans on, which will only make things worse in the long run. The important thing is that Bioware have come out and said there will be no graphical downgrade from the trailer to the game. The shitstorm over the trailer with Andromeda was because there was quite the graphical downgrade from the trailer to the game. So they say right now... will not believe till the game launches -either to success or failure.
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Post by Pounce de León on May 30, 2018 8:51:34 GMT
If I look at the bloated marketing budgets and then at the development costs - I have a good idea where I would do some good restructuring.
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Post by Sartoz on May 30, 2018 15:11:41 GMT
Bio is currently polishing their game. To me it means the game fundamentals are fixed. and nothing major will be pulled from Anthem before launch. Marketing, at this point, is in a strong position to feel more than reasonably secure about the "final" form/content of the game.
The big question is what EA/Bio is willing to share, between now and March 2019. Personally, EA will probably emphasize "generic" features, plus one specific feature = graphics., play with friends, jump jets, weapons, Javelins, humanity's enemies,, more missions, more jungle, more combat, more shaper storms.... possible a solo clip.
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Post by OdanUrr on May 30, 2018 22:34:11 GMT
What marketing?
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Post by Sartoz on May 30, 2018 23:42:59 GMT
LOL... It's coming... blogs, interviews, trailers, new Anthem images... that sort of thing...
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Post by coldsteelblue on May 31, 2018 7:46:27 GMT
Personally I think starting the marketing campaign at this sort of time is an alright thing to do, it's far enough out from the game that they don't have to give out too much info & not too far out so that people will lose interest & I think the little tease last year was to allow people time to digest that BW are doing something different with this game.
I am curious as to what's going to come out at EA play, but I do feel that it will attempt to lay certain fears to rest instead of fully promoting the game & then use the coming months to kick the hype train into gear.
Just my thoughts.
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Post by duckley on Jun 3, 2018 15:56:15 GMT
A week and a half to go before EA Play. A pretty mixed vibe for EA/BioWare, verging on outright hostility from some. It's going to be an interesting few weeks. We can have a good discussion about all this anyway, but do have any actual marketers in the house? What hostility and why? Haven't heard much about Anthem other than this board.
As far as I am concerned the less marketing the better. Too much advertising leads to too much hype. People start to have expectations and hopes that often exceed what the product can or even was intended to deliver and then we have massive disappointment, followed by vitriol and hyperbole...
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Post by SofaJockey on Jun 3, 2018 16:23:10 GMT
What hostility and why? Haven't heard much about Anthem other than this board. Perhaps I've spent too much time online. There's a fair bit of hostility on YouTube against mostly EA, and against BioWare for killing Mass Effect and Anthem for killing Mass Effect. That said if such individuals were so keen on saving Mass Effect perhaps they shouldn't have wallowed in the 'my face hurts' memes at launch defining MEA. Maybe 'mainstream folk' are less hostile as this recent poll suggests:
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Post by Sartoz on Jun 3, 2018 17:00:32 GMT
A week and a half to go before EA Play. A pretty mixed vibe for EA/BioWare, verging on outright hostility from some. It's going to be an interesting few weeks. Yep, it'll be... interesting.
If they can win over some of the popular YTs, and gaming sites, I think it'll mitigate some of that hostility. But they really need to hit a home run here. I think their gameplay trailer was a decent start (visuals & gameplay), and if they can show the game also has a compelling story / world / characters / content (and no crazy monitization schemes) I think they can build that positive momentum they need.
Capitalization of above is me.
True. That's also what I said on numerous occasions about ME:A. The one positive going for Anthem is the "gender neutral" position. Both the Javelin suits and PoV works to Bio's advantage. There is no exaggeration of female/male bodies, no hair issues so far, the "play with friends" eliminates potential NCP design criticism for combat (see BATFIELD V), no romance in co-op and I really see none in solo play.
Of course E3 Play may prove me wrong.... but given the "animosity" towards EA (see BATFIELD V again), Bio's decision to eliminate "provocative issues/content" in their game design may prove to be a key moment. for them.
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Post by azarhal on Jun 3, 2018 17:32:59 GMT
What hostility and why? Haven't heard much about Anthem other than this board. Perhaps I've spent too much time online. You do! and I do to! Yep, there are already some people out for blood on Youtube and a few other places against the game/EA/BioWare. Although, less than last year post-E3 so far. It might increase as we get closer to and during EA Plays though. I'm personally more apprehensive of the after EA Plays, when the game doesn't end up as the perfect Destiny-clone so many people convinced themselves it was going to be based on nothing but two players killing stuff and picking up loot.
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Post by Hrungr on Jun 3, 2018 18:09:36 GMT
Yep, it'll be... interesting.
If they can win over some of the popular YTs, and gaming sites, I think it'll mitigate some of that hostility. But they really need to hit a home run here. I think their gameplay trailer was a decent start (visuals & gameplay), and if they can show the game also has a compelling story / world / characters / content (and no crazy monitization schemes) I think they can build that positive momentum they need.
Capitalization of above is me.
True. That's also what I said on numerous occasions about ME:A. The one positive going for Anthem is the "gender neutral" position. Both the Javelin suits and PoV works to Bio's advantage. There is no exaggeration of female/male bodies, no hair issues so far, the "play with friends" eliminates potential NCP design criticism for combat (see BATFIELD V), no romance in co-op and I really see none in solo play.
Of course E3 Play may prove me wrong.... but given the "animosity" towards EA (see BATFIELD V again), Bio's decision to eliminate "provocative issues/content" in their game design may prove to be a key moment. for them.
Also, given that's very likely the most expensive game they've made yet, there's some additional motivation to play it as "safe" as they can.
Division 2 is looking to release around the same timeframe (which is not comforting...), so Anthem's really gotta wow 'em.
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Post by rras1994 on Jun 3, 2018 18:40:57 GMT
Capitalization of above is me.
True. That's also what I said on numerous occasions about ME:A. The one positive going for Anthem is the "gender neutral" position. Both the Javelin suits and PoV works to Bio's advantage. There is no exaggeration of female/male bodies, no hair issues so far, the "play with friends" eliminates potential NCP design criticism for combat (see BATFIELD V), no romance in co-op and I really see none in solo play.
Of course E3 Play may prove me wrong.... but given the "animosity" towards EA (see BATFIELD V again), Bio's decision to eliminate "provocative issues/content" in their game design may prove to be a key moment. for them.
Also, given that's very likely the most expensive game they've made yet, there's some additional motivation to play it as "safe" as they can.
Division 2 is looking to release around the same timeframe (which is not comforting...), so Anthem's really gotta wow 'em.
You think it's going to be more expensive than SWTOR?? Destiny's not more expensive than SWTOR.
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Post by azarhal on Jun 3, 2018 18:46:55 GMT
Also, given that's very likely the most expensive game they've made yet, there's some additional motivation to play it as "safe" as they can. Division 2 is looking to release around the same timeframe (which is not comforting...), so Anthem's really gotta wow 'em.
I'm pretty sure SWTOR won BioWare "most expensive game" for a few decades. As for The Division 2, I don't think it's going to affect Anthem's sales that much, the first game was delayed twice (from 2014 to 2016) and The Division 2 is less than 2 years in development, I'll be surprised if they hit that April 2019 release date...
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Post by Hrungr on Jun 3, 2018 18:50:14 GMT
Also, given that's very likely the most expensive game they've made yet, there's some additional motivation to play it as "safe" as they can.
Division 2 is looking to release around the same timeframe (which is not comforting...), so Anthem's really gotta wow 'em.
You think it's going to be more expensive than SWTOR?? Destiny's not more expensive than SWTOR. Oh right, SWTOR... I forgot how expensive that was.
But 7 years in development and pulling in the bulk of BW's staff in Edm & Aus - it wouldn't surprise me. Or at least close.
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Post by Hrungr on Jun 3, 2018 18:53:24 GMT
Also, given that's very likely the most expensive game they've made yet, there's some additional motivation to play it as "safe" as they can. Division 2 is looking to release around the same timeframe (which is not comforting...), so Anthem's really gotta wow 'em.
As for The Division 2, I don't think it's going to affect Anthem's sales that much, the first game was delayed twice (from 2014 to 2016) and The Division 2 is less than 2 years in development, I'll be surprised if they hit that April 2019 release date... Well, it's also the end of their fiscal year, so I imagine some strong motivation to get it out by then. We'll see...
(Let's hope it's delayed...)
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Post by rras1994 on Jun 3, 2018 19:00:22 GMT
As for The Division 2, I don't think it's going to affect Anthem's sales that much, the first game was delayed twice (from 2014 to 2016) and The Division 2 is less than 2 years in development, I'll be surprised if they hit that April 2019 release date... Well, it's also the end of their fiscal year, so I imagine some strong motivation to get it out by then. We'll see...
(Let's hope it's delayed...)
I'm not sure Ubisoft will want to put themselves close to Anthem either - it doesn't really benefit either company - any chance Division 2 could slot into the christmas season?
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Post by Hrungr on Jun 3, 2018 19:18:09 GMT
Well, it's also the end of their fiscal year, so I imagine some strong motivation to get it out by then. We'll see...
(Let's hope it's delayed...)
I'm not sure Ubisoft will want to put themselves close to Anthem either - it doesn't really benefit either company - any chance Division 2 could slot into the christmas season? That would be ideal (if not delayed a month or so after Athem's out), but... it doesn't sound likely.
"According to an Ubisoft earnings report, the game is expected to release by the end of the 2019 fiscal year, which ends before April 2019."
But hopefully there's at least a decent gap between the two, and not like... 2 weeks.
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