The Killzone Webgame – Creating the world’s first internet wide
shoot ‘em up, to grab the attention of gamers across the web
Advertising is the last thing that shifts video games. By the time a title launches, most gamers have already decided whether they’re going to buy it or not (hence the importance of preorders as an indicator of overall sales and success).
What really makes a difference is the amount of buzz a new title generates before it hits the shelves. Hardcore gamers live online: whether they’re watching trailers, checking out reviews, trading strategies or crowing about their latest conquests. So our strategy for the launch of Killzone 2 was to get them excited about the new Killzone title every time they opened up their browser.
Using real 3D models from the game, two different server technologies and coding in four different languages, we created the Killzone Webgame. An always on, internet wide shoot ‘em up, that turned the whole of the web into one big Killzone.
Successfully seeded to our primary audience through non paid for blogging channels, a competitive squad play mechanic then encouraged users to spread the game among their peers. Finally, paid for video seeding extended the reach of the campaign to a more mainstream gaming audience.
Campaign elements:
Browser game
Command Centre Website
Seeding video
Online PR