Tomb Raider - Marketing and Promotion
1. Following pre-announcement media hype while the game's title was under embargo, in November 2010, Square Enix filed for trademark of the slogan for the new Tomb Raider game; "A Survivor is Born".
Prior to this, a full spread teaser image featuring the slogan was placed in Game Informer magazine. Text on the image promised a ‘reveal’ on 6th December 2010.
Prior to this, a full spread teaser image featuring the slogan was placed in Game Informer magazine. Text on the image promised a ‘reveal’ on 6th December 2010.
What is the initial impact of this slogan? Is this an effective way to launch a marketing campaign?
2. PRESS RELEASE, DECEMBER 2010:
LONDON (December 6, 2010) – Square Enix Ltd. is excited today to announce TOMB RAIDER®, the new game from Redwood City based studio Crystal Dynamics.
‘After a brutal storm destroys the boat she was travelling on,
a frightened young woman is left washed ashore on an unknown beach.
On her own but not alone she has only one goal, to survive.’
Here begins the first adventure for a young and inexperienced Lara Croft in a story which charts the journey of an ordinary woman who finds out just how far she must go in order to stay alive.
“Forget everything you know about TOMB RAIDER, we are exploring things that have never been done before in this game,” said Darrell Gallagher, Head of Studio, Crystal Dynamics. “This is an origins story that creates Lara Croft and takes her on a character defining journey like no other.”
LONDON (December 6, 2010) – Square Enix Ltd. is excited today to announce TOMB RAIDER®, the new game from Redwood City based studio Crystal Dynamics.
‘After a brutal storm destroys the boat she was travelling on,
a frightened young woman is left washed ashore on an unknown beach.
On her own but not alone she has only one goal, to survive.’
Here begins the first adventure for a young and inexperienced Lara Croft in a story which charts the journey of an ordinary woman who finds out just how far she must go in order to stay alive.
“Forget everything you know about TOMB RAIDER, we are exploring things that have never been done before in this game,” said Darrell Gallagher, Head of Studio, Crystal Dynamics. “This is an origins story that creates Lara Croft and takes her on a character defining journey like no other.”
What are the key elements of this press release and what do you think is their intended impact?
3. Game Informer website and magazine ran a world exclusive cover reveal in its January 2011 issue, as well as exclusive coverage of emerging details directly from Crystal Dynamics from 12 December 2010.
http://playstationinformer.wordpress.com/2010/12/07/tomb-raider-reboot-gameinfomer-scans
“In our world-exclusive cover story, we uncover a brand-new Lara Croft. ”
“In our world-exclusive cover story, we uncover a brand-new Lara Croft. ”
What does the article tell its reader?
Try to pick out items of interest for new and existing audiences of the game.
Try to pick out items of interest for new and existing audiences of the game.
Some things you might pick out:
- Lara is 21 in this game
- It’s not only a reboot of the franchise but a reboot of the entire brand. As a result there will be no “real” Lara model this time
- They’re doing performance capturing with this game
- There are brutal deaths in the game this time. One is described as a deranged man stabbing Lara in the chest and then closing her eyes after she’s dead. Another includes a boulder falling on her leg to trap her before another falls and crushes her head
- Crystal Dynamics won’t talk specifics on weapons but concept art shows a bow, shotgun and pistol
- The lock on targeting system is gone and it now has a free aim system. CD says that it can compete with any of their competitors
- “I think that the major difference between this game and the old is the concept of smoke and mirrors,” begins Darrell Gallagher, the studio head at Crystal Dynamics. “There was an illusion of freedom because of streaming and loading that would pop you out in a different location, but this is absolutely real. You can literally go any direction that you see and carve your own way to the finish line instead of being guide.”
- “It was important in the game to not only deliver the character arc of Lara Croft emotionally, but to deliver it in game-play as well so the player gets to grow into a hardened survivor,” says experienced director Noah Hughes. As the game unfolds, Lara will scavenge new tools and gear that augment her abilities. Lara’s athletic prowess will also evolve. Some areas begin inaccessible due to physical limitations or scarce supplies. With the right skills and gear, however, the island is Lara’s for the taking
- There are base camps in the game. Here you can combine items to create something new and access a skill system to upgrade Lara’s abilities. You’ll also be able to use base camps to fast travel to different locations to minimize backtracking
- You’ll need to gather food and water in order to survive
- There are humans in the game, including some of the crew members from the shipwreck off the coast of the island
- Lara is 21 in this game
- It’s not only a reboot of the franchise but a reboot of the entire brand. As a result there will be no “real” Lara model this time
- They’re doing performance capturing with this game
- There are brutal deaths in the game this time. One is described as a deranged man stabbing Lara in the chest and then closing her eyes after she’s dead. Another includes a boulder falling on her leg to trap her before another falls and crushes her head
- Crystal Dynamics won’t talk specifics on weapons but concept art shows a bow, shotgun and pistol
- The lock on targeting system is gone and it now has a free aim system. CD says that it can compete with any of their competitors
- “I think that the major difference between this game and the old is the concept of smoke and mirrors,” begins Darrell Gallagher, the studio head at Crystal Dynamics. “There was an illusion of freedom because of streaming and loading that would pop you out in a different location, but this is absolutely real. You can literally go any direction that you see and carve your own way to the finish line instead of being guide.”
- “It was important in the game to not only deliver the character arc of Lara Croft emotionally, but to deliver it in game-play as well so the player gets to grow into a hardened survivor,” says experienced director Noah Hughes. As the game unfolds, Lara will scavenge new tools and gear that augment her abilities. Lara’s athletic prowess will also evolve. Some areas begin inaccessible due to physical limitations or scarce supplies. With the right skills and gear, however, the island is Lara’s for the taking
- There are base camps in the game. Here you can combine items to create something new and access a skill system to upgrade Lara’s abilities. You’ll also be able to use base camps to fast travel to different locations to minimize backtracking
- You’ll need to gather food and water in order to survive
- There are humans in the game, including some of the crew members from the shipwreck off the coast of the island
4. www.gameinformer.com/p/tombraider.aspx
‘The Hub’ – exclusive online coverage of emerging details direct from Crystal Dynamics
‘The Hub’ – exclusive online coverage of emerging details direct from Crystal Dynamics
Independent Research: visit the hub and read the articles linked there. There is a lot of really useful information there which will help with all areas of your study of this text.
Each of you should take one link, read and make notes on the article, then prepare a short presentation and handout on its contents to give to your classmates. Remember to say why the information is useful or significant.
Each of you should take one link, read and make notes on the article, then prepare a short presentation and handout on its contents to give to your classmates. Remember to say why the information is useful or significant.
5. On 3 June 2011,
the "Turning Point" CGI teaser trailer premiered at the Electronic
Entertainment Expo 2011, emphasising the release date was
to be in the third quarter of 2012
•What information is being given about the game?
•What key elements of the game are being stressed?
•What expectation is created about the game-play experience/genre of the game?
•What 'narrative enigmas' are created?
•What representation of Lara exists in this trailer?
Comment on:
•Visual, technical (and audio) codes
•Narrative construction
•Intertextuality and different audience responses/readings
•Representations, issues and debates
•What key elements of the game are being stressed?
•What expectation is created about the game-play experience/genre of the game?
•What 'narrative enigmas' are created?
•What representation of Lara exists in this trailer?
Comment on:
•Visual, technical (and audio) codes
•Narrative construction
•Intertextuality and different audience responses/readings
•Representations, issues and debates
'Making of' documentary:
6. On 31 May 2012, a new game-play trailer was released online, showcasing more action-based game-play along with varying plot elements. The trailer also confirms the presence of several other non-playable characters besides Lara on the island, many of which appear to be in a menacing organization, much like in previous instalments in the franchise.
What's new?
7. On 4 June 2012, at Microsoft's E3 2012 press conference, a new gameplay demonstration was shown, depicting environmental destruction and other interactivity, stealth combat using a bow and arrow, quick-time events and parachuting.
What is the purpose of this footage? To whom is it appealing?
8. 'Live Action Lara'
In the marketing of previous games, there had always been a 'live action' Lara, usually a model who would conduct TV interviews, photoshoots and promotional videos, and attend conventions in character. The photo to the left shows the 'live action' Lara for 'Tomb Raider: Underworld'.
This Lara would always be seen dressed in Lara's clothes and either in role as Lara, or talking about the role of Lara. She 'became' Lara for the marketing campaign of the game.
For Tomb Raider 2013, as with all previous launches, a ‘real life’ Lara was chosen. Unusually, however, the actress was not to take on the role of Lara and perform at conventions or pose for press photos in character. On 26 June 2012, the voice actress of Lara Croft was revealed to be Camilla Luddington. She was also used for motion capturing Lara, but remained ‘herself’ for all press interviews.
In the marketing of previous games, there had always been a 'live action' Lara, usually a model who would conduct TV interviews, photoshoots and promotional videos, and attend conventions in character. The photo to the left shows the 'live action' Lara for 'Tomb Raider: Underworld'.
This Lara would always be seen dressed in Lara's clothes and either in role as Lara, or talking about the role of Lara. She 'became' Lara for the marketing campaign of the game.
For Tomb Raider 2013, as with all previous launches, a ‘real life’ Lara was chosen. Unusually, however, the actress was not to take on the role of Lara and perform at conventions or pose for press photos in character. On 26 June 2012, the voice actress of Lara Croft was revealed to be Camilla Luddington. She was also used for motion capturing Lara, but remained ‘herself’ for all press interviews.
http://thefinalhoursoftombraider.com/ - video #1 talks about the process of casting Camilla Luddington and her role in the game.
Why the change?
How does the new style of ‘real’ Lara fit the reboot?
How does the new style of ‘real’ Lara fit the reboot?
9. During summer 2012, gameplay was shown of Lara hunting, exploring the island and killing for the first time. They were shown at EuroGamer Expo 2012 at London on 27 September 2012.
On 8 December 2012, a new trailer was shown during Spike Video Game Awards. At the beginning, an introduction was made by Camilla Luddington and during the event, the trailer was followed by a musical orchestra, led by the music composer, Jason Graves: http://www.gametrailers.com/full-episodes/0uako6/video-game-awards-2012-vga-2012--part-7---tomb-raider
Fans at San Diego Comic Con were given the opportunity to play the game for the first time: http://thefinalhoursoftombraider.com/ (video #2) They also answered questions and introduced their female writer.
On 8 December 2012, a new trailer was shown during Spike Video Game Awards. At the beginning, an introduction was made by Camilla Luddington and during the event, the trailer was followed by a musical orchestra, led by the music composer, Jason Graves: http://www.gametrailers.com/full-episodes/0uako6/video-game-awards-2012-vga-2012--part-7---tomb-raider
Fans at San Diego Comic Con were given the opportunity to play the game for the first time: http://thefinalhoursoftombraider.com/ (video #2) They also answered questions and introduced their female writer.
10. The box art for the game was revealed in October 2012. "As [Lara] contemplates the long journey ahead, she knows she will be forced to overcome her darkest fears in an epic fight to survive."
Look back at your notes on the box art. What does it tell us about the game? How does it target an audience?
Look back at your notes on the box art. What does it tell us about the game? How does it target an audience?
11. December 2012: IGN’s Tomb Raider Week. Each day from Monday to Friday, exclusive previews, features and trailers were released, showing more details for the upgrading system, survival tools and challenge tombs.
http://uk.ign.com/articles/2012/12/04/ign-presents-tomb-raider-week
http://uk.ign.com/articles/2012/12/04/ign-presents-tomb-raider-week
12. In February of 2013, Crystal Dynamics opened a fanart competition.
Crystal Dynamics™, a Square Enix® studio, today announced a contest sponsored by Gamestop, Microsoft® and deviantART inviting fans to submit interpretations of the new Lara Croft from the TOMB RAIDER® reimagining releasing March 5, 2013. The grand-prize winner will get $6,000, a TOMB RAIDER custom Xbox 360® video game and entertainment system from Microsoft, and have an art print of their artwork sold in the official TOMB RAIDER store which opens for business later this month.
http://comicbuzz.com/2013/02/tomb-raider-deviantart-contest-announced/
What is the purpose of a contest like this?
Crystal Dynamics™, a Square Enix® studio, today announced a contest sponsored by Gamestop, Microsoft® and deviantART inviting fans to submit interpretations of the new Lara Croft from the TOMB RAIDER® reimagining releasing March 5, 2013. The grand-prize winner will get $6,000, a TOMB RAIDER custom Xbox 360® video game and entertainment system from Microsoft, and have an art print of their artwork sold in the official TOMB RAIDER store which opens for business later this month.
http://comicbuzz.com/2013/02/tomb-raider-deviantart-contest-announced/
What is the purpose of a contest like this?
13. BAFTA panel
Pre-order incentives[
In North America, GameStop offered the in-game Challenge Tomb as a pre-order. Best Buy orders got the Tomb Raider: The Beginnings, a 48-page hardcover graphic novel, written by the game's lead writer Rhianna Pratchett, and telling the story of "how the ill-fated voyage of the Endurance came to be". These orders also came with the Aviatrix Skin as well as the Shanty Town multiplayer map. Walmart orders received a free digital download of Lara Croft and the Guardian of Light, access to a real-life scavenger hunt, the Shanty Town multiplayer map and an exclusiveGuerrilla Skin outfit.[50] Pre-orders from Microsoft Store also received 1600 Microsoft Points for Xbox Live.
Exclusive to Amazon, pre-order customers received access to the Tomb Raider: The Final Hours Edition, including with a 32-page art book, an in-game Hunter Skin for Lara, and a digital copy of Geoff Keighley's The Final Hours of Tomb Raider for the Kindle Fire. Customers also received the Shanty Town multiplayer map and an access code to a real-life scavenger hunt. Customers who pre-purchased from Steam also received a free copy of Lara Croft and the Guardian of the Light, a Challenge Tomb entitled Tomb of the Lost Adventurer and the Shanty Townmultiplayer map.
In the United Kingdom, ShopTo.net offered a digitised graphic novel, entitled Tomb Raider: The Beginnings, along with pre-orders. Pre-orders from Amazon.co.uk received the Shanty Town multiplayer map.
The scavenger hunt consists of a website where users can create a login and proceed to complete a total of 24 challenges. Challenges include trivia questions about the game, or scavenger hunt tasks that require the user to upload image files. Challenges were rolled out over the course of 12 weeks (1 trivia and 1 scavenger per week) prior to the release of the game. As challenges are completed, the user earns DLC content up to a total of 5 items. Additionally, users are given entries into a sweepstakes. Shortly before the release of the game, codes were provided that are then entered into the scavenger hunt website, and depending on how many DLC items were earned, a set of DLC codes are emailed to the user. These codes can be redeemed through Xbox Live or the PlayStation Network depending on system of choice. In-game items unlocked include animal instinct, agility, pistol burst, pistol silencer and headshot reticle.
Retail editions
Exclusive for Europe is the Survival Edition. The Survival Edition comes with a mini art book, double sided map of the in-game island, CD soundtrack, a code for the weapon pack, and a survival pouch. The Collector's Edition for Europe contains everything from the Survival Edition along with an 8" Play Arts Kai Lara Croft figurine in a metal box. The Collector's Edition for North America is similar to the European one, however instead of a mini art book and a survival pouch it contains three iron-on badges and a lithograph.
The Survival Edition from Steam includes a digital 32-page art book, 10 downloadable tracks from the Tomb Raider soundtrack, a digital double sided map of the game's island, a digital comic, the Guerilla Skin outfit and three in-game weapons from Hitman: Absolution.
In the United Kingdom, Game offered the exclusive Explorer Edition bundle, which included an exploration themed Challenge Tomb and a skill upgrade. Exclusive to Tesco was the Combat Strike Pack, which included three weaponry upgrades and a skill upgrade.
A limited edition wireless controller for the Xbox 360 was also released on 5 March 2013. A download code for an Xbox exclusive playable Tomb Raider multiplayer character was also included.
Downloadable content
On 19 March 2013, Xbox Live users had early access to the "Caves & Cliffs" map pack. The map pack consists of three new Tomb Raider multiplayer maps, entitled "Scavenger Caverns", "Cliff Shantytown" and "Burning Village".The pack later became available for PSN and Steam users, on 24 April 2013. On 2 April 2013, the "1939" multiplayer map pack was released for Xbox 360, PS3 and PC. This map pack consists of two new multiplayer maps, entitled "Dogfight" and "Forest Meadow".On 25 April 2013, Square Enix released a Japanese Language Pack on Steam. A multiplayer DLC pack was released on 7 May 2013, entitled "Shipwrecked", on Xbox Live, PSN and Steam. The DLC pack offered two additional multiplayer maps, "Lost Fleet" and "Himiko’s Cradle".Additionally, a single player outfit pack was released on Xbox Live. The pack contains the Demolition, Sure-Shot and Mountaineer outfits.
In North America, GameStop offered the in-game Challenge Tomb as a pre-order. Best Buy orders got the Tomb Raider: The Beginnings, a 48-page hardcover graphic novel, written by the game's lead writer Rhianna Pratchett, and telling the story of "how the ill-fated voyage of the Endurance came to be". These orders also came with the Aviatrix Skin as well as the Shanty Town multiplayer map. Walmart orders received a free digital download of Lara Croft and the Guardian of Light, access to a real-life scavenger hunt, the Shanty Town multiplayer map and an exclusiveGuerrilla Skin outfit.[50] Pre-orders from Microsoft Store also received 1600 Microsoft Points for Xbox Live.
Exclusive to Amazon, pre-order customers received access to the Tomb Raider: The Final Hours Edition, including with a 32-page art book, an in-game Hunter Skin for Lara, and a digital copy of Geoff Keighley's The Final Hours of Tomb Raider for the Kindle Fire. Customers also received the Shanty Town multiplayer map and an access code to a real-life scavenger hunt. Customers who pre-purchased from Steam also received a free copy of Lara Croft and the Guardian of the Light, a Challenge Tomb entitled Tomb of the Lost Adventurer and the Shanty Townmultiplayer map.
In the United Kingdom, ShopTo.net offered a digitised graphic novel, entitled Tomb Raider: The Beginnings, along with pre-orders. Pre-orders from Amazon.co.uk received the Shanty Town multiplayer map.
The scavenger hunt consists of a website where users can create a login and proceed to complete a total of 24 challenges. Challenges include trivia questions about the game, or scavenger hunt tasks that require the user to upload image files. Challenges were rolled out over the course of 12 weeks (1 trivia and 1 scavenger per week) prior to the release of the game. As challenges are completed, the user earns DLC content up to a total of 5 items. Additionally, users are given entries into a sweepstakes. Shortly before the release of the game, codes were provided that are then entered into the scavenger hunt website, and depending on how many DLC items were earned, a set of DLC codes are emailed to the user. These codes can be redeemed through Xbox Live or the PlayStation Network depending on system of choice. In-game items unlocked include animal instinct, agility, pistol burst, pistol silencer and headshot reticle.
Retail editions
Exclusive for Europe is the Survival Edition. The Survival Edition comes with a mini art book, double sided map of the in-game island, CD soundtrack, a code for the weapon pack, and a survival pouch. The Collector's Edition for Europe contains everything from the Survival Edition along with an 8" Play Arts Kai Lara Croft figurine in a metal box. The Collector's Edition for North America is similar to the European one, however instead of a mini art book and a survival pouch it contains three iron-on badges and a lithograph.
The Survival Edition from Steam includes a digital 32-page art book, 10 downloadable tracks from the Tomb Raider soundtrack, a digital double sided map of the game's island, a digital comic, the Guerilla Skin outfit and three in-game weapons from Hitman: Absolution.
In the United Kingdom, Game offered the exclusive Explorer Edition bundle, which included an exploration themed Challenge Tomb and a skill upgrade. Exclusive to Tesco was the Combat Strike Pack, which included three weaponry upgrades and a skill upgrade.
A limited edition wireless controller for the Xbox 360 was also released on 5 March 2013. A download code for an Xbox exclusive playable Tomb Raider multiplayer character was also included.
Downloadable content
On 19 March 2013, Xbox Live users had early access to the "Caves & Cliffs" map pack. The map pack consists of three new Tomb Raider multiplayer maps, entitled "Scavenger Caverns", "Cliff Shantytown" and "Burning Village".The pack later became available for PSN and Steam users, on 24 April 2013. On 2 April 2013, the "1939" multiplayer map pack was released for Xbox 360, PS3 and PC. This map pack consists of two new multiplayer maps, entitled "Dogfight" and "Forest Meadow".On 25 April 2013, Square Enix released a Japanese Language Pack on Steam. A multiplayer DLC pack was released on 7 May 2013, entitled "Shipwrecked", on Xbox Live, PSN and Steam. The DLC pack offered two additional multiplayer maps, "Lost Fleet" and "Himiko’s Cradle".Additionally, a single player outfit pack was released on Xbox Live. The pack contains the Demolition, Sure-Shot and Mountaineer outfits.
Don’t forget...
- YouTube channel
- Tumblr blog, featuring fan-made content
- Podcast
- Online Forums
- Fansite Directory
- Flickr, Facebook, Instagram, Twitter etc.
- Magazine exclusives
- Fan events (e.g. SDCC)
Why was the successful marketing of this game so crucial to the franchise?
How did the marketing engage and target the audience?
What was suggested about the game through its marketing?
Was it successful?
“It’s ridiculous, but although Tomb Raider managed to sell 3.4 million copies in just one month, the game is still deemed a “failure” financially, as it didn’t meet expectations. But what exactly did Square-Enix expected from the game? What kind of sales did the publisher wanted to see? After all, some games would love to sell 3.4 million units in their lifetime, and selling so many units in one month to many is a pipe dream. But the reason why Tomb Raider “failed” Square-Enix is because the firm spent $100 million on the game, and would need to sell 5-10 million units for Lara’s latest adventure to be deemed a success.” http://www.gamesthirst.com/2013/03/27/tomb-raider-selling-3-4-million-units-month/