EXECUTIVE SUMMARY Multiplatform release of a movie-based game with - - PowerPoint PPT Presentation

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Mar 15, 2024 417 likes •729 views

EXECUTIVE SUMMARY Multiplatform release of a movie-based game with the Smurfs license, based on and timed with the Smurfs 2 Movie (Sony Pictures Entertainment) THE GAME 2011 G AME TITLE === The Smurfs 2 G ENRE ====== 2D Platformer 189K Units P

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EXECUTIVE SUMMARY

Multiplatform release of a movie-based game with the Smurfs license, based on and timed with the Smurfs 2 Movie (Sony Pictures Entertainment)

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THE GAME

GAME TITLE === The Smurfs 2 GENRE ====== 2D Platformer PLATFORMS ====== X360 ====== PS3 ====== Wii ====== WiiU ====== DS DEV ======= UbiSF / WayForward RELEASE DATE ==== 7/16/2013

189K Units

n Wii (US)

338K Units

n DS (US)

18M Installs 9M Fans WW

2011

30M Installs WW

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Sony Pictures largest movie of 2011
Star studded cast – including Neal

Patrick Harris, Sofia Vergara and George Lopez

Massive movie marketing budget
Huge brand equity and recognition
Kids Games over index during

console transitions

SITUATIONAL ANALYSIS

$142M DOMESTIC
$563M WW

SMURF’S WERE EVERYWHERE

IN 2011!!!

96% AWARENESS W/ ADULTS 66% AWARENESS W/ KIDS THE STARS RETURN FOR

SEQUEL AND ADD CHRISTINA

RICCI 10% OF VG SALES ON AVG 11%-12% DURING TRANSITIONS

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MOVIE OVERVIEW

Gargamel has created an evil version of Smurfs called the

Naughties. Together the

Naughties kidnap Smurfette and imprison her in Paris. Its now up to Papa Smurf and friends to return to our world, save the day and prevent Smurfette from turning into a Naughty herself!

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GAME OVERVIEW

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KEY FEATURES

Play up to 4 players with 8 different playable Smurfs each equipped with one special ability

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KEY FEATURES

Experience the Smurfs adventure from the movie playing thru 6 different worlds: Smurf Village, NYC, Paris…

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ONLY ON Wii U

Join in as a 5th player on the GamePad and control Clockwork Smurf on the touchscreen to help your friends by dropping pickup items and by defeating enemies on their behalf.

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TARGET

Messaging:

Relive the fun of the

Smurfs 2 movie! Messaging:

A great, accessible game,

for you and your kids to play together!

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POSITIONING

Relive the exciting adventures of SMURFS 2 the movie and travel the world as your favorite Smurfs to defeat Gargamel

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SWOT ANALYSIS

People will immediately

think of 2011’s Dance game

End of console life cycle

is a huge opportunity for license kids games

Smurf’s 2 license

partners

Potential market is smaller

due to console cycle ending

Weak launch time frame
Gameplay can be

perceived as too easy

No access to movie talent
Strong IP awareness
Successful first game
Proven genre / style
Movie marketing

campaign

S W T O

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COMPETITIVE LANDSCAPE

(Movies)

MAY JUN JULY AUG SEPT

OTHER NOTEABLE RELEASES SPLITING EFFECTING MS%

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COMPETITIVE LANDSCAPE

(Games)

MAY JUN JULY AUG SEPT

Q3 EST RELEASE JUST ANNOUNCED & CONFIRMED ASSUMED MOVIE GAMES

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FY 2011 KIDS MOVIE TITLES

(HISTORICAL)

A MOVIE BOX OFFICE HELPS SPUR VG UNIT SALES, BIGGER B.O. = BIGGER SALES

$191 $143 $165 $144 $149 $123 $133 $64 $78 $- $50 $100 $150 $200 $250 0.0 0.2 0.4 0.6 0.8 1.0 1.2 1.4 1.6 Millions Millions Total Sales Box Office

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LTD 2012 KIDS MOVIE TITLES

(HISTORICAL BY PLATFORM)

$237 $179 $216 $161 $0 $50 $100 $150 $200 $250

40 60 80 100 120 140 Brave Wreck-It-Ralph Madagascar 3 Ice Age 4 Millions Thousands Wii DS 3DS X360 PS3 Box Office

NINTENDO IS THE CLEAR PLATFORM OF CHOICE FOR KIDS GAMES

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MARKETING STRATEGY

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OPPORTUNITES

Promotional opportunities to piggyback on

existing movie partners: McDonald’s Happy Meal, Haribo candies, or the Live Smurfs tour (malls and theme parks nationwide)

Join retail meetings involving all licensees and

extend game exposure / integration

Participate in bundles and GWPs with Sony
r other licensees
DVD in-box inserts and retail stories for

Holiday 2013

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STRATEGY

OBJECTIVES

Achieve Sell Through objectives (TBD) across all SKUs
Achieve at least 1 cross licensee partnership
Integrate into at least 1 Sony Marketing event

CROSS-PROMOTE AT RETAIL

Partner with other Smurf’s 2 licensees and gain incremental placement and sell-in at retail

LEVERAGE THE MOVIE CAMPAIGN

Work closely with Sony Pictures to leverage and piggy back on their existing movie marketing campaign

ACTIVATE AND EDUCATE OUR FANBASE

Develop a strong Digital / CRM outreach plan utilizing our Facebook database

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