Activision ups marketing over fears of Battlefield 4, Disney Infinity, and Dota 2
Infinity Ward's Call of Duty: Ghosts will go head-to-head with EA's Battlefield 4, Skylanders: Swap Force will have to fend off Disney Infinity, and Blizzard All-Stars must try to find its way into a market crowded with Riot's League of Legends and …
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Popular Questions
Why did Activision increase its marketing amid fears of competition from Battlefield 4, Disney Infinity, and Dota 2?
Activision boosted its promotional efforts because major competing titles threatened to draw attention and spending away from its releases. Battlefield 4 targeted the same core action-game audience, while Disney Infinity appealed to families and Dota 2 competed for players interested in online multiplayer. Stronger advertising was intended to keep Activision’s games visible during a crowded launch period.
How could Battlefield 4 affect Activision’s marketing strategy?
Battlefield 4 posed a direct challenge because it competed for players interested in large-scale military shooters. Activision could respond by emphasizing distinctive gameplay, established franchises, launch content, and community features in its campaigns. More frequent advertising and prominent retail promotion would also help its releases compete for attention.
Why was Disney Infinity part of Activision’s competitive concern?
Disney Infinity expanded competition beyond traditional shooters by combining video games with collectible physical figures and recognizable Disney characters. Its family-oriented appeal could attract consumers during the same holiday shopping period as Activision’s products. Activision’s increased marketing therefore needed to preserve visibility across different audiences, not only among dedicated action-game players.
What role did Dota 2 play in Activision’s decision to market more aggressively?
Dota 2 represented a strong online multiplayer competitor with an established player base and a free-to-play model. That model could keep players engaged without requiring the same initial purchase as a premium Activision release. Activision’s heavier marketing aimed to highlight the value, content, and multiplayer appeal of its own games before consumers committed their time and money elsewhere.