The Marketing Departments Have It All Wrong

Successful marketing is an incredibly useful tool to get consumers to buy your product, and the world of entertainment media is no exception to that rule. There are countless examples across all forms of media of just how important marketing (or lack thereof) can be to a product's ultimate financial success. While video games have proven to be an incredible gold mine, often generating more income than Hollywood movies, the industry as it exists now is far from sustainable. Publishers need to pour tons of money into development for today's consoles, meaning that there is an extremely high risk if the product fails--which is why we see fewer original IPs and a market that is dominated by big-budget sequels. And therein lies the biggest problem of the games industry: the publishers don't understand how to market their product. "But I see Call of Duty and Halo ads all the time!" one might retort. It's true; publishers do a pretty good job of pushing their biggest brands and creating financial juggernauts. Unfortunately, that means a select few games are basically driving the entire industry, a situation that doesn't need an insightful analyst to realize that it's not exactly a formula for long-term survival, let alone growth. The problem is exacerbated when companies insist on pumping out new titles for these brands year in and year out, which not only burns out the developers and creativity, but dramatically accelerates what is known as "franchise fatigue" for the consumers. Just look at what happened to Guitar Hero and Rock Band: what were once the financial gems of the industry for their ability to not only move millions of units of games, but also high-return plastic instruments, are now a toxic asset that has become dead in the water just as fast as it rose to glory. (In case you're wondering, Activision published a whopping 25 Guitar Hero SKUs in 2009 alone--a year that also saw revenue in the overall genre drop 50% to $700 million from $1.4 billion the year before).

Once a breakout hit, Guitar Hero is now
only a shadow of its former glory

Now, one could easily argue that the music game genre's catastrophic collapse had more to do with Activision's greedy higher-ups than with a marketing department failing to successfully handle so many similar products. But this argument only circles back to the underlying trend that is the fault of the marketing departments: they are not marketing the right product. We've already gone over how publishers focus on select franchises and try to pump out as much money as they can from these names. The fact of the matter is, they are promoting the wrong names, period. Rather than promoting the game brand itself, the publishers should be promoting the "brand" that is the talent behind these games. A bit altruistic, you might say, but let's take a closer look by peeking over at the much-compared medium of movies. Certainly there are cases where movie studios are able to push a brand to sell a movie (Star Wars, James Bond, pretty much any movie based on a comic book come to mind). But if you think about the way most movies are promoted and hyped up, it's usually one of two things (or a combination): the director and the actors. These studios often bank on big-name talent to bring consumers to their product. People already know they are probably in for a good movie if Steven Spielberg is the director or if Russel Crowe is the lead actor. These kinds of "stars" do not exist in the games industry--which is entirely the fault of the people who promote the games. Of course, game development is inherently more team-oriented and less based on individual talent, but that is why the industry should start focusing on promoting its specific studios as its stars.

If you don't know Bungie, you certainly know
 its most successful creation.

To some extent, this has already happened. Sort of. People who follow the industry closely know the name "Bungie" carries a whole lot more weight than "Saber Interactive" because they already know what Bungie's accomplished and know what they bring to the table. Bungie hasn't announced so much as a title or even genre for their next game, but gamers are already salivating for it. The real money, however, is not in the people that already know what games they are going to buy, but rather the mainstream market that pretty much bought their Xbox for Call of Duty, Halo, and Madden... because that's all they know. You're average Joe probably doesn't know the difference between an Infinity Ward Call of Duty game and a Treyarch Call of Duty game. The existing practice obviously devalues the developer, but that's not as important to the publisher's bottom line as the eventual sales, so they promote the game brand--which they have more control over--instead. However, incentives exist for publishers as well. If publishers start promoting their studios rather than just the game brands, they'll be able to create completely new IPs (and to them, potential new series/franchises) on the backs of those developer names alone (i.e., without the high financial risk usually associated with a new IP). They don't have to waste money explaining why Game X is the next big thing while not-so-subtley hinting that its sequel is already in the works and will be even bigger. Instead, they can simply say, "this is the newest game from Bungie." Boom, millions of copies sold, done deal (the studio has to actually make a good game of course, but a studio that is able to consistently feed its creativity is far more likely to be working as hard as it can).

This is a bold proclamation that might seem like a too big of a step for the industry's tepid publishers. Luckily, there is already an example of this practice achieving mainstream success. For years, Rockstar was known for one game franchise and one game franchise only: Grand Theft Auto. Anybody who's reading this knows that those games don't need any introduction. It's a game brand that practically prints money. Or is it? Last year, Rockstar unleashed their latest project, and it wasn't a game about urban crime. Rather, it was a brand-new game set in the Old West. It was called Red Dead Redemption and went on to sell millions upon millions of copies and is heralded as one of the best games of last year. While the game is technically a sequel, it shares no ties to its under-the-radar predecessor, which wasn't even originally developed by Rockstar (the former Capcom game was dumped and Rockstar swooped up the rights, pushed it out, then geared up for the project it really wanted to do). How could what is essentially a new IP make such a splash right out of the gate? Because Rockstar was able to promote the Rockstar brand instead of the game's brand. Very clearly above the title, and before every trailer and commercial, reads a line that says, "Rockstar Games Presents." As in, "Rockstar Games Presents Red Dead Redemption." At the very least, pushing their name on the front of the box puts their name out for the future, so even if you didn't know they made GTA, you'll know they made RDR when they ship their next game (which, by the way, is L.A. Noire, which will also carry the "Rockstar Games Presents" tag on its box).

By doing this, Rockstar has taken steps to promote the Rockstar brand. Suddenly, the company has two mega-blockbusters, yet its next two games (L.A. Noire and Max Payne 3) are not from either of those franchises. They have been able to succesfully promote the Rockstar name, which allows them to explore game ideas in all sorts of stories and settings, rather than endlessly iterating on GTA until consumers finally get sick of it. Not only that, but when Grand Theft Auto V eventually does drop, it will come to additional applause and fanfare for returning from a long absence, which generates all sorts of hype on its own. And in the meantime, Rockstar is still making a pretty penny on other, brand new titles, because people know that it's not just that GTA is a good game, it's that Rockstar is good at making good games. Being able to say "from the studio behind Grand Theft Auto" is an incredibly powerful marketing tool, and one that is scarcely used in the game industry--somewhat baffling considering how often you hear similar phrases in movie trailers. Promoting the talent will allow developers to create all sorts of new games, which will stave off franchise fatigue, foster creativity (which is good for the entire industry), and reduce the dependence on big-budget sequels. This process means more creative freedom for developers, a wider portfolio for the publishers, and a whole wealth of different experiences for the consumers. It's a win, win, win. Us "hardcore gamers" already know the great studios. It's time the rest of the world finds out as well.

Halo 2 Stalwarts Getting Love Too

On May 3, 2010, the multiplayer beta for this fall's Halo: Reach will be unleashed onto the Xbox Live servers--that is, if you still have your copy of Halo 3: ODST, which serves as the key to access the download (much like how Crackdown was used to get the Halo 3 beta). However, gamers still hooked on 2004's Halo 2--whose Live servers will be shutdown on April 15 along with all the original Xbox's games--will get a special invitation to join the HD generation.

These lucky, defiant Halo 2 users will soon (or already have) receive an e-mail inviting them to join Xbox Live on Xbox 360 with not only a beta key, but also 3 free months of Xbox Live Gold and 400 Microsoft Points. If for whatever reason you have been holding out on making the jump to Xbox 360, now's as good a time as any. Especially with jetpacks. What? Oh yeah, just watch this:

Review-- Halo 3: ODST

Halo 3: ODST is a game with a bit of an identity crisis. When it was originally announced as Halo 3: Recon, it was billed as a short, value-oriented, standalone expansion to Halo 3. In the year and a half since then, it has ballooned to a fully-priced $60 title... or at least thats what Microsoft wants you to believe. The truth is that--even with everything that's packed in--ODST is not worth the same amount as its subtitle-less predecessor. However, if you put Bungie's previous game aside, it does justify the $60 price tag more than most games these days. After all...this is still Halo.

WHAT'S IN THE BOX?

For those just tuning in, here's what you get in the ODST package: Disc One contains the much-hyped new 6-8 hour campaign featuring the titular Orbital Drop Shock Trooper, who is weaker and has different characteristics than the usual protagonist, Master Chief (more on that in a bit). You also get the endurance game mode called Firefight, which is basically a Halo-ified version of Gears of War 2's Horde mode or Call of Duty: World at War's Nazi Zombies (albeit arguably much more robust). On top of the "main" attraction that is Disc One, you also get a second disc that is billed as "the complete Halo 3 multiplayer experience". Think of it as Halo 3's standard Spartan-filled multiplayer but chopped off from the Halo 3 campaign but throw in all the maps previously sold on Xbox LIVE (thats Heroic, Legendary, Cold Storage, and Mythic map packs) plus 3 brand new maps, bringing the grand total map count up to 24. In fact, as of now, this disc is the only way to obtain these 3 new maps; no downloading them if thats all you want, and thusfar Bungie has made no indication that they are planning to do that either. In the marketing for this game, you'll also notice that Microsoft is also pushing the inclusion of a ticket to next Spring's Halo: Reach beta, but in no way should a beta be judged as part of the value in the overall package.

HOW IS THE ACTUAL GAME?

Instead of the traditional Halo design of a set of mostly linear outdoor levels to blast through, ODST mixes is up a bit by throwing you in the open-world hub that is the urban streets of a nighttime New Mombasa. This new take on the Halo formula works extremely well and the superb soundtrack really embodies the moody, solitary atmosphere that your character, The Rookie, is dropped into. Throughout the city you'll find key objects called beacons that trigger flashback missions where you play as your fellow ODST squadmates; these levels are designed much more like a traditional Halo level. The ODSTs themselves feature a number of key differences from a Spartan like Master Chief, but really if you've played the original Halo: Combat Evolved, its actually a lot like that. For example, initial damage you take lowers your stamina, but take a little more and you start losing actual health, which will not regenerate and will only refill by collecting health packs that are strewn around levels. In addition, you get a pistol thats an uber-powerful headshot machine, just like in Combat Evolved, and you can't dual-wield weapons. From there, though, ODST adds its own refreshing stamp: the new VISR mode that highlights enemies, friendlies, weapons, ammo, health, and key objects. You also get a map in lieu of the Spartans' motion tracker to help find your way around the open streets of New Mombasa. Though these differences seem minor on paper, in practice they tweak the standard Halo formula in a very interesting and entertaining new way--but not so much that it feels uncomfortable or out of place.

Firefight mode is the new crack of Xbox LIVE. Much like the aforementioned Horde and Nazi Zombie modes, you and up to 3 friends fight increasingly difficult waves of enemies. In Firefight, Bungie employs Halo 3's skull difficulty modifiers to change up the way you have to tackle the firefights. The only problem is that they claim that the skulls activate and deactivate randomly, but in about ten games thusfar they have activated in the exact same order. This dilutes the excitement significantly, though it is likely a bug that will be addressed in the near future. What ODST also has going for it is a far more diverse cast of baddies to gun down, so its very refreshing to mix up tactics on a wave-by-wave basis (vehicles are a huge plus too!). As you progress in the campaign, you'll be able to play as the other ODSTs and also unlock a few new maps, eventually giving you 10 total to play on.

WHAT ABOUT THIS MULTIPLAYER DISC? AND WHAT'S REACH?

If you were expecting totally brand new multiplayer that mixes up the formula in a similar way to the campaign, you might be disappointed (or you might wanna check out Firefight). If you arn't yet sick of one of the best multiplayer modes out there, then there is only more to love, especially if you havn't bought all the map packs already. If you have, well... sorry, you're pretty much re-buying them, but at least you get 3 new ones and you can delete your old downloads off your harddrive! As for Reach, if you're confused, it's basically Halo 4... or more accurately, Halo Zero. That is, unlike the Halo 3-engine-based side-project that is ODST, Reach is the next (and final) full-fledged Halo game being developed by Bungie. It serves as a prequel to the original game and follows the events of an epic battle in the war in a time when there were many more Spartans than just the Master Chief. It's lacks a numeral title because, well, 3 was the end of Master Chief's story, so this is something different. After this, the Microsoft-owned subsidiary 343 Industries will be taking over the Halo franchise while Bungie moves on to new things.

SO IS IT WORTH IT?

Well, like I said before, compared to Halo 3 or something like the upcoming Modern Warfare 2, it is a little light for $60. However, compared to many if not most other $60 games, Halo 3: ODST has a lot to offer, and if nothing else is a refreshing new take on an established, polished, and fantastic formula. Maybe they can get away with it because it's Halo... or maybe because it's Halo, you know you're getting such a high quality product that its a much better way to spend $60 than a lot of games out there.

Overall Grade: B+

"We Are ODST" live action trailer:

E3 2009: Microsoft Press Conference Bombshells!

Microsoft's E3 Press Conference kicked off the annual trade show this morning and they managed to pack the briefing with a lot of news, both expected and surprising. Below is a list of all the big news. Read them all, especially if you are a 360 gamer, and check back later today for more trailers of the games discussed below. Sony and Nintendo's Conferences are tomorrow, so check back for news about those as well!

The Beatles: Rock Band demoed

The conference kicked off with Harmonix coming out and demoing their new music title coming later this year, including surprise guests Paul McCartney and Ringo Starr. The big news about the game is that it supports up to 3 mics, allowing up to 6 people to get in on the action. Additionally, the game will feature both downloadable singles and albums post-release, starting with "All You Need Is Love", whose proceeds will go to a charity, and Abby Road. It's unlcear whether these downloads will work on the main Rock Band titles.

Modern Warfare 2 exclusive map packs

Microsoft broke the news that they are making a conscious attempt to recognize the enormous success of the Call of Duty franchise on Xbox LIVE, particularly Infinity Ward's projects. In order to keep them as "de-facto Xbox exclusives", Modern Warfare 2 will get two map packs that will both release "first" on Xbox 360.

Final Fantasy XIII shown running on Xbox 360

A somewhat more minor development, Square Enix showed their flagship title running on Xbox 360 hardware for the first time (all other demos were on PS3). Also, an American release window was announced as Spring 2010 (it's pegged to hit Japan this fall).

Shadow Complex: the next big thing on XBLA

Developer Chair, most well-known for Xbox LIVE Arcade hit Undertow, is making a new action-adventure game for the Arcade. It features beautiful 3D graphics on a 2D gameplay plane, and is described as being very reminiscent on Metroid.

Crackdown 2 and Left 4 Dead 2 announced

It's been rumored for a little while, but today Microsoft confirmed that Crackdown 2 is under development at Ruffian Games, which if I'm not mistaken is a studio established by guys from original Crackdown (and now All Points Bulletin) developer Real Time Worlds, which in turn was founded by the original creator of Grand Theft Auto. 

In a surprise move, Valve revealed that Left 4 Dead 2 will be released on November 17 for PC and Xbox 360. The game will feature 5 campaigns, new weapons, new zombies, new characters, and a new game mode in addition to the current 3. Apparently, Valve employees were pushing for this one in order to get in more ideas scrapped for the original. Unfortunately, this probably means that Half-Life 2: Episode Three is probably not going to come out until 2010. Keep an eye on this blog for the trailer coming soon.

Reworked Splinter Cell: Conviction shown off

As the rumors suggested, Splinter Cell: Conviction has been completely reworked from the version shown a couple years ago. The New and Improved Sam Fisher looks much more bad ass, with way better graphics, more complicated moves, and an overall more action-oriented feel. That's not to say the series is ditching its signature stealth emphasis, but it is adding a welcomed bit of spice to the mix. The game also looks much darker and gorier. Look for the trailer to be posted soon. Oh, and its still an Xbox 360 exclusive.

Oft-rumored Forza 3 finally confirmed, flips cars

In one of the more expected moves at the conference, Microsoft finally revealed Forza Motorsport 3 by rolling a real-life Audi onto the  stage. The game's physics engine has added roll-overs, a feature notably lacking in Gran Turismo. The Forza Motorsport 3 vs. Gran Turismo 5 battle should be interesting this fall...assuming GT5 will be hear to combat Forza.

Halo 3: ODST only one of TWO Halo games shown

That's right, in addition to demoing the ODST expansion, Bungie and Microsoft also revealed a new game, Halo: Reach. Expect the trailer to be posted soon so you can see for yourself, but the game seems to be a prequel to the original, taking place during the infamous Fall of Reach. It seems like this might be a full-fledged Halo game, unlike the ODST expansion, and taking the place of a "Halo 4" since 3 was technically the end. A multiplayer beta key will be included the ODST package.

As for Halo 3: ODST itself, Bungie demoed it for attendees. The game will feature numerous new silenced weapons as well as the return of Halo 1's famous scoped pistol. You'll play as Orbital Drop Shock Troopers "The Rookie" and "Dutch", and a new low-light visor will be available. The expansion will also feature a new co-op mode called Firefight, which wasn't shown, and will launch September 22 (with the Reach beta!).

Remedy's Alan Wake finally comes out of hiding

Microsoft also demoed Max Payne developer Remedy's long-in-gestation survival-horror title Alan Wake. There was no trailer thusfar, but expect one to be released this week. Either a trailer or the demo video will be posted soon. The game itself is coming Spring 2010.

New Media options on Xbox Dashboard

First of all, Netflix users will now be able to add movies to their NetflixQ straight from the dashboard. In addition, Microsoft announced a partnership with both Facebook and Twitter relating to Xbox LIVE, though no details were really given (you can "access" them). A new music player called Last.fm will debut with its own channel on the dashboard. Video Marketplace content will now be able to stream in 1080p (depending on bandwith)

Metal Gear Solid: Rising coming to Xbox 360

Hideo Kojima's new project does in fact turn out to be Metal Gear-related, but not what people were expecting. Though not the long-hoped-for MGS4 360 port, instead Kojima has created an entirely new game that will apparently be starring Raiden. The tag "Lighting Bolt Action" replaces the usual "Stealh Espionage Action", suggesting that the game may be more action-based and fast-paced than the Snake-centric titles. Though announced here, no mention of exclusitivity was made, hinting that this may also be coming to PlayStation 3. The teaser will be posted soon.

Microsoft reveals full-body motion control in "Project Natal"

Microsoft has finally gone after the Wii's success with a new device that isn't exactly a controller, per se. Instead, its a device that sits under your TV and can detect the movements of your entire body. The device was demoed with using arm swipes to flip through the dashboard and a painting minigame. It seems like this may just be a show-off moment and this device may or may not come this year, but certainly is interesting and something to definitely keep an eye on. If I can find a demo video, I'll post it.

After the conference: Games on Demand revealed

It's curious that this didn't make the actual conference itself, but at a luncheon that followed the company announced that it is prepping a new service for digital distribution of full-size retail Xbox 360 games. Games on Demand will launch in August with about 30 games (so far only Assassin's Creed, BioShock, and Mass Effect were confirmed) and allow for direct charges to credit cards (i.e. you don't have to buy these with Microsoft Points).

What exactly is Halo 3: ODST?

A lot have people have been asking me exactly that question, so here I am with all your answers. Just read the facts below and you'll be all caught up to speed on Bungie's latest project.

THE BASICS

For those of you familiar with PC games, Halo 3: ODST is essentially the same thing as an expansion pack, only its stand-alone and doesn't require the original Halo 3 disc to play. It will be cheaper than a normal 360 game and features a new short campaign that reportedly lasts about 6 hours. In addition, the multiplayer mode is exactly the same as Halo 3. That means people with Halo 3 and Halo 3: ODST can play against each other and all your stats will work on both.

NEW CAMPAIGN, NEW HERO

As mentioned above, the main attraction is a new 6-hour-ish campaign to play through. The difference is that this time, you won't be playing as Master Chief. This story takes place during the events of Halo 2 in the ruins of New Mombasa after Master Chief has already left to go fight on another halo ring. Instead, you'll be put in the role of "The Rookie", an ODST (Orbital Drop Shock Trooper) soldier, which is basically an elite class of marine that is the UNSC's best soldiers other than the Spartans. You will also play as some of The Rookie's squadmates in flash back sequences. The new hero also means that you won't have the benefits that you've grown accustomed to being a Spartan super soldier in the past, perhaps most importantly shields. While the core gameplay will be the same, Bungie has stated that you'll definitely have to be more careful because you are a lot more vulnerable than the Chief. To balance this out, there will more than likely be new weapons, and Bungie has already shown off a silencer-equiped version of the SMG, pictured below. In case you're wondering, the new gameplay mechanics will not transfer to the multiplayer arena, which still features the same Spartans and Elites as before.

EVERYTHING YOU NEED

For the multiplayer component of this "expansion" disc, Bungie has really come through. Shipping on the disc will be every single map thusfar released for Halo 3, including all the maps on the original disc, the Heroic Map Pack, Legendary Map Pack, Cold Storage, and the Mythic Map Pack. In addition, there will be another 3 new maps on disc as well. In essence, this is the total package, and Bungie has gone on record saying that ODST will be the "final exclamation point" on Halo 3 and ruled out additional map packs afterward. Hey, 2 years is a pretty good 

stretch of solid support for a game. As for gamers who opt not to pick up ODST, I presume that Bungie will release the 3 new maps as a pack for download on Live so that people can still participate in the fun.

PREPARE TO DROP THIS FALL

Halo 3: ODST is slated for release in "Fall 2009". My bet is on September, the same month as the original Halo 3 and right at the beginning of the chaotic holiday release period. More details are sure to come out of E3 in June. For more information on the game, visit Bungie's website or the game's page on 1up or IGN.