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The Success Story of Assassin’s Creed: Innovative Branding and Market Positioning

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This case study explores the remarkable success of Ubisoft's Assassin's Creed, which sold over 2.5 million units worldwide within the first month of its launch in 2007. It highlights the gaming industry's growth that year, the strategic branding and positioning of Assassin's Creed as an innovative action/adventure title, and how its compelling storyline and immersive gameplay set it apart. With continuous community engagement and effective marketing, the game not only met but exceeded expectations, generating significant hype and acclaim, along with multiple industry awards.

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The Success Story of Assassin’s Creed: Innovative Branding and Market Positioning

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Presentation Transcript

  1. Case Study Daniel Secareanu

  2. Agenda • Introduction • Market Context • Project Overview • Branding • Positioning • Impact

  3. Introduction • Ubisoft – more than 20 years of experience in the entertainment industry • Focused on strong brands, in-house development and a global distribution network • New creations = success & long term growth • Assassin’s Creed – more than 2.5 mil units sold worldwide in the first month • What drove Assassin’s Creed success?

  4. Market Context 2007 • 2007 – high growth year for gaming industry • DFC identifies four high flyers: Activision, GameStop, Nintendo and Ubisoft • Console market split among Sony PlayStation3, Microsoft Xbox 360 and Nintendo Wii; • Games market proving successful for both epic, as well as casual games • Sequels or already established titles dominate

  5. Project Overview • Assassin’s Creed – next-get game redefining the action/adventure genre • Merges technology, game design, theme, and emotions into a unique and innovative world • Inspired by historical events and played having social rules in mind • Assassin’s Creed – the right ingredients to create a top quality product

  6. Branding • Assassin’s Creed – a new intellectual property title • AC brought gaming to the next level through its unprecedented freedom of action and highly realistic environments • AC made the promises of a compelling story and an innovative gaming experience and delivered on them • Storyline – framework for future sequels • Assassin’s Creed – easily memorable brand name • Experience the power of the Assassin… • Nothing is true, everything is permitted…

  7. Positioning • Assassin’s Creed – new next-gen IP that redefines the action/adventure genre through an innovative gaming experience • Experience the power of the Assassin – emotional experience • Nothing is true, everything is permitted – power through freedom • Next-gen game on next-gen platforms

  8. Communication • 4 years of continuous small reveals and well kept secrets building expectations and hype • Pre-launch and post-launch mechanics • Not just telling or showing, but involving the community (game play footage, community generated content, hands on events) • Pretty girls can sell anything

  9. Impact • Assassins’ Creed won more than five industry awards in 2006 • New IP actually worked • Generating hype worked as well • High quality graphics also worked • Innovative environment , story and controls worked • Company brand and marketing budget helped all these work • Assassin’s Creed sold 2.5 mil units in the first four weeks, surpassing all expectations

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