TITANFALL is an action first person shooter for to XBOX ONE, XBOX 360, and PC. It’s strictly multiplayer, so no story mode to play through, with games played as a 6 vs 6 match in the games terrain. Whilst it has elements of a standard FPS, it also has two unique selling points. First is the main one: the addition of giant mechs called ‘Titans’ that the players can pilot and control. Another unique point is the agility of movement the player can use when not piloting a Titan, doing free-running style moves like running along walls. The games concept is simple and action based, with the gameplay designed around several core elements that are popular and appealing to the audience of today. FPS games are very big in the market place, giant robots are seen a lot in toys, cartoons, and movies, and Free-running is also very popular. The game is also focused on online multiplayer, tapping into the type of gamers who enjoy big chaotic co-operative games that they can play as a community.

The game’s price falls within the area of £40 across different websites and retailers, with the slightly less £30 for the PC version. Looking at other games on the market, this seems like a typical price. There’s also a Collector’s Edition priced at around £300.

The developers have announced that there will be both priced and free extras and Downloadable content (DLC) for the game. This comes in the forms of new modes and maps. The free extras will please those who bought the game and keep them interested and invested in playing, the game will evolve and they’ll fell there getting their money’s worth. Paid DLC will grant much bigger changes and extras to the game, making them worthwhile investments even for those who have already bought the game. They won’t be anything needed to complete the game, so there isn’t any punishing players who can’t afford it.

The game is physically sold for XBOX and PC, so in stores and over the internet as a disc in a box. The benefit of this is that they can produce special editions, which have unique and tangible extras, like the collector’s edition which comes with a statue of one of the games Titans. This feeds into the collector’s mentality of this “gamer” target audience the producers are going for.

Titanfall can also be bought through a digital download for PC and XBOX. This allows the target audience to be broader, so more casual gamers can get the game without any physical extras. It also allows some customers to get the gamer faster, with it downloading onto their machine rather than them having to wait for a disc to be delivered, or having to go out to a store. Having to wait, or put in extra effort to purchase the game could lower a customer’s drive to play the game, so having a way for them to instantly play keeps hold of them as customers.

The game is being pushed as the big game for XBOX ONE, which is most apparent by the fact that the XBOX homepage is simply an image of the Titanfall logo, so the website is really only an advert. There’s also the fact that a lot of the promotion works with the sale of the console. You can buy a bundle, which comes with both the console and Titanfall, costing less than if you bought the two separately. The two product sales work together to help each other; customers interested in Titanfall need a console to play it, and customers buying the console will want a game to play with it, so it makes sense for them to go for the bundle. There are other things that work the same way, with a Titanfall themed console controller, and themed headphones.

Titanfall also has promotion across different markets, like toys and energy drinks. This both helps build the brand image of the game and also introduces it to new people; the customers of these other markets. These other markets do hold a strong link with the game, in that the demographic will remain the same; a lot of gamers drink energy drinks, and gamers will also be interested in toys and t-shirts. Hard-core gamers will also have an urge to collect, to

make a quest out of buying everything associated with the game, so the themed controller, toys, and anything else, can all fuel that. A lot of the promotion is about building up brand recognition within the one targeted demographic of the gamer.

There was also an offer to get Titanfall free when you bought an MSI laptop. Like the XBOX bundle, this works in a symbiotic way, promoting both the laptop and the game. Customers will buy the laptop, maybe even just to get hold of the game, and it also supports the laptop as the best model to play the game on. On the other side customers could buy the laptop and be introduced to the game for the first time through the free exclusive. Although this could be seen as being in the Laptops favour, as the games its’self doesn’t make any money, it does help spread word of the game, and build a kind of frenzy and excitement around it, turning it into a desirable product.