CASE STUDY DANIEL SECAREANU Agenda

CASE STUDY DANIEL SECAREANU

Agenda • • • Introduction Market Context Project Overview Branding Positioning Impact

Introduction • Ubisoft – more than 20 years of experience in the entertainment industry • Focused on strong brands, in-house development and a global distribution network • New creations = success & long term growth • Assassin’s Creed – more than 2. 5 mil units sold worldwide in the first month • What drove Assassin’s Creed success?

Market Context 2007 • 2007 – high growth year for gaming industry • DFC identifies four high flyers: Activision, Game. Stop, Nintendo and Ubisoft • Console market split among Sony Play. Station 3, Microsoft Xbox 360 and Nintendo Wii; • Games market proving successful for both epic, as well as casual games • Sequels or already established titles dominate

Project Overview • Assassin’s Creed – next-get game redefining the action/adventure genre • Merges technology, game design, theme, and emotions into a unique and innovative world • Inspired by historical events and played having social rules in mind • Assassin’s Creed – the right ingredients to create a top quality product

Branding • Assassin’s Creed – a new intellectual property title • AC brought gaming to the next level through its unprecedented freedom of action and highly realistic environments • AC made the promises of a compelling story and an innovative gaming experience and delivered on them • Storyline – framework for future sequels • Assassin’s Creed – easily memorable brand name • Experience the power of the Assassin… • Nothing is true, everything is permitted…

Positioning • Assassin’s Creed – new next-gen IP that redefines the action/adventure genre through an innovative gaming experience • Experience the power of the Assassin – emotional experience • Nothing is true, everything is permitted – power through freedom • Next-gen game on next-gen platforms

Communication • 4 years of continuous small reveals and well kept secrets building expectations and hype • Pre-launch and post-launch mechanics • Not just telling or showing, but involving the community (game play footage, community generated content, hands on events) • Pretty girls can sell anything

Impact • Assassins’ Creed won more than five industry awards in 2006 • New IP actually worked • Generating hype worked as well • High quality graphics also worked • Innovative environment , story and controls worked • Company brand marketing budget helped all these work • Assassin’s Creed sold 2. 5 mil units in the first four weeks, surpassing all expectations