Section B Exam Notes Pt. 3
Marketing/Audiences
External Synergy
Activision has had external synergies with multiple companies upon the release and marketing of 2019 Modern Warfare.
Sony: Activision has made a deal with Sony to ensure that 2019 Modern Warfare will be released on PlayStation 4.
Microsoft: Just like Sony, Activision made a deal with Microsoft to ensure that 2019 MW will be released on XBox One.
Both of these deals were important for Activision, as PlayStation 4 and XBox One are two of the biggest gaming consoles in the world.
PC: In addition to consoles, Activision also made deals with PC hardware/software
companies to advertise 2019 Modern Warfare. Some examples are:
NVIDIA: This is one of the main partners that endorsed 2019 MW’s graphic
capabilities. They also have marketing campaigns in which buyers will receive a copy of the game when they buy Nvidia’s GeForce RTX.
Intel: A leading CPUs manufacturer, Intel, partnered with Activision to
display the smoothness of the game when running on Intel-powered systems.
HyperX: HyperX, a peripheral gaming company, worked with Activision to
promote its line of headsets, microphones, keyboards for Modern Warfare.
Controller Manufacturers: Activision also made deals with many controller
manufacturers that show that 2019 MW is capable of playing on a variety of
controllers.
Scuf Gaming: A leading manufacturer of gaming controllers, Scuf Gaming,
collaborated with Modern Warfare to release and promote a line of MW
customizable controllers.
Razer: Razer, a prominent gaming company, partnered with Activision to
promote its high performance controllers for Modern Warfare.
These deals result in 2019 Modern Warfare’s and partner’s sales to skyrocket.
Sony:
6 million copies of 2019 MW were sold on PlayStation 4, generating over
$300 million in the first 3 days.
Around the same time when the game was released, 102.8 million PS4
consoles were sold.
Microsoft:
4 million copies of 2019 MW were sold on XBox One, generating over $200
million in the first 3 days.
Around the same time, approximately 48 million XBox One consoles were
sold.
NVIDIA:
The company’s Gaming segment revenue reached $2.2 billion in the 3rd
quarter of 2019, around the time when 2019 MW was released.
This is due to the heavy promotion of Nvidia’s GeForce GTX graphic card,
which was recommended for 2019 MW’s experience.
Intel:
During Intel’s 4th quarter in 2019, including when 2019 MW was released,
their revenue was $19.2 billion.
Internal Synergy
Besides that, Activision also has internal synergy in the build up to the 2019 Modern
Warfare.
Infinity Ward & Raven Software:
This synergy is a significant one related to the development of 2019 Modern
Warfare.
Infinity Ward specializes in game’s mechanics; narrative and overall gameplay experience.
Meanwhile, Raven Software comes in handy with level design; multiplayer
gameplay and technical support.
Treyarch & Beenox:
This is also a notable synergy within Activision.
Treyarch is known for their character animations; weapon handling and
vehicle mechanics, which help to enhance the game’s realism.
At the same time, Beenox specialized in optimizing the game’s performance
on various platforms, such as PC; PlayStation 4; XBox One…
Solid State Studios:
Solid State is known for its expertise in cinematics & visual effects.
This is what Activision needed to enhance the game’s visual fidelity, and
make 2019 Modern Warfare as realistic as a movie, with multiple stunning
cutscenes.
These internal synergies had lead to many benefits for Activision:
Share Knowledge & Expertise:
Involved studios could draw upon each other’s strengths & expertise.
This leads to a more efficient & effective development process.
Reduce Costs:
By sharing resources & expertise, Activision was able to reduce duplication of effort & save money on development.
Create A More Polished & Refined Game:
2019 Modern Warfare is a combined expertise of multiple studios.
This led to a more polished and refined game that met the high standards of
Activision and its target audience.
Audience Engagement
Activision has done a lot of engagement activities related to 2019 Modern Warfare.
Teaser: There were 4 videos posted on Call Of Duty official channel.
There is evidence indicating that Activision has made good relationships with COD fans related to the release of 2019 Modern Warfare.
On Metacritic, 2019 Modern Warfare received a score of 80 - which is “generally favorable”.
The game is considered to be a comeback from Activision after a huge letdown in the mid-2010s.
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