Ubisoft’s Tony Key Reaffirms “Blockbuster” Gaming Mentality

The senior vice president of marketing and sales, Tony Key, has announced that Ubisoft will continue to follow “blockbuster” mentality for their games. This understanding comes from an interview by the [a]list daily. Key claims that they became aware of the need to follow this line of thought a couple years ago.

“You’re making a huge bet on the development side, you’ve got to be all in. It became very clear to us about two years ago that this is a blockbuster world we live in now,” Key illustrated in his interview.

Key was asked if their upcoming open world hacking game, Watch Dogs, will become a franchise. He revealed that Ubisoft will only develop a game if it can be turned into a franchise.

“That’s what all our games are about; we won’t even start if we don’t think we can build a franchise out of it,” The Ubisoft representative claimed.

While these facts are not shocking revelations, they are still very revealing of the state of the gaming industry. This business approach continues to enforce the belief that large game companies are not willing to risk loss by upsetting the comfort zone of gamers.

Key continues to describe the amount of investment they have placed in the Assassin’s Creed and, soon-to-be, Watch Dog franchises. He further describes that their marketing department has learned a lot from the past and plan to be more efficient with their spending. The Ubisoft representative mentioned that increasing a game’s marketing budget will lower the risk of failure. While the amount of investment in marketing Assassin’s Creed IV will stay relatively the same as its predecessor, Key believes they will be 20 percent more efficient in utilizing their budget toward the game.

Key describes in his interview that he intends to utilize marketing content in a way that is customizable for audiences. He also claims to be ready to adapt to new types of technologies and social media. Key detailed how they are making marketing content relevant to consumers through real-life events. The NSA scandal, which fit with the theme of Watch Dogs, is one such opportunity they exploited for this purpose.

Key also mentioned that while Watch Dogs is an uphill climb for marketing due to being a new franchise, it does not rely on the power of the consoles to be successful.

Watch Dogs is a game that transcends hardware in my opinion. It’s really what the game is about that’s special, not that it’s on a PS 4 or a PC or an Xbox One,” Key explained.

Watch Dogs is a new IP developed by Ubisoft Montreal. The player takes the role of Aiden Pearce, a master hacking specialist who resides in a fictional Chicago, Illinois. He is capable of hijacking into almost any electronic device to control its behavior. The game will be released this November on PC, Xbox 360, PS3, and Wii U. It will also be released for PS4 and Xbox One after the consoles are released

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