Skylanders
Skylanders: Giants is a platform game that was developed by Toys for Bob and published by Activision, it is the sequel to 2011's acclaimed Skylanders: Spyro's Adventure. The game was released in Europe on the 19th October and the 21st October in North America. Skylanders: Giants is available on several platforms including the Xbox 360, Playstation 3, Nintendo Wii ; Wii U and 3DS, as well as Microsoft Windows and Mac OS X. It's predecessor was nominated for 'Innovative toy of the year' and 'Game of the year', with Activision selling over 30 million Skylanders toys and making close to £350 million. It is unsurprising then that the widely anticipated sequel is expected to be even more successful .
The Skylanders franchise is unique due to its incorporation of toy figures with the game itself. The buyer is able to purchase a figurine that can be placed on an electronic 'portal' that will then enable that character to be playable with in the game. This is made possible through the inclusion of a microchip in the base of the figures. Some of the new characters in Skylanders: Giants will even feature new light technology that will cause the figure to glow when that character is used, even though the figure does not require any form of power source. The symbiosis between the two platforms is a very successful profit maker as a player is able to use their current 'portal' and characters in the new game, but totally new players and those who wish to play with the new characters have to buy a 'Booster pack' or a 'Starter pack'. The retail prices for the aforementioned packs (for the Xbox 360) are £64.99 for the 'Starter Pack' and £49.99 for a 'Booster pack', with individual figures pricing between £10-15. It is quite clear how profits could be quite easily obtained with the higher than average pricing accompanied by the huge worldwide popularity of the franchise.
The game has been primarily marketed through the use of TV and the Internet, and so 'Viral Marketing'. Skylanders: Giants has several TV advertisements and many videos on youtube, including the franchise's personal youtube channel. The use of viral marketing allows the game to reach a wider audience and build more anticipation as more information is released, right up until the actual release of the game itself. Skylanders: Giants is a game solely targeted at a young audience, which is why TV adverts are particularly effective. It is believed that the single biggest group who purchase virtual good are under the age of 15, it is also a similar age range that spend the most time watching TV. By targeting a younger audience with Skylanders, Activision open up a multitude of possibilities in terms of making the most of a transmedia strategy. Angry birds are estimated to sell over £200 million in plush toys alone in the next year, it is clear how effective expanding a game outside of just the digital software can be. This is why, the right marketing and grasp over the younger audiences will push Skylanders: Giants to worldwide success.
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