Shaun White Framework

1
M A R K E T I N GF R A M E W O R K
SHAUN WHITE SNOWBOARDING
Andrew Hui / Bonnka Lim / Teri Osborne Updated
June 18, 2008
2
A G E N D A

• BUSINESS OVERVIEW
• BRAND DNA POSITIONING
• MARKETING STRATEGY
• MARKETING PLAN
• CREATIVE UPDATE
• APPENDIX

3
A G E N D A

• BUSINESS OVERVIEW
• BRAND DNA POSITIONING
• MARKETING STRATEGY
• MARKETING PLAN
• CREATIVE UPDATE
• APPENDIX

4
BUSINESS OVERVIEWGlobal Objectives

• Establish Ubisoft as a premier developer and
  publisher in the sports genre
• Establish Ubisofts credibility in the genre
• Establish Shaun White as a premier action sports
  brand
• Create Shaun White as a long-term umbrella brand
• Replace Tony Hawk as the new actions sports
  videogame icon
• Expand the action sports genre
• Expand well beyond snowboarder and action sports
  enthusiasts
• Be the 1 action sports game of holiday 2008
• Generate more buzz than competing action sports
  games

5
BUSINESS OVERVIEW Genre History
2000
2002
2004
2006
1999
2001
2003
2005
2007
6
BUSINESS OVERVIEWCompetitive Sales
Snowboarding

• Snowboarding games were popular in 2001-2003, but
  has declined since then

Note SSX On Tour was about 10 points lower in
Gamerankings.com score than SSX3 also it was
released during console transition
7
BUSINESS OVERVIEWCompetitive Sales Tony Hawk

• Tony Hawk helped make action sports games
  popular gamers see athlete endorsement as a
  stamp of approval instead of just a licensed
  deal
• Genre appeal well beyond actual practitioners
  research shows only 27 of Tony Hawk owners
  practice extreme sports
• However, Tony Hawk popularity has been declining
  action sports genre is ready for a new icon

Action sports genre is ready for a new icon
Source Consumer research
EMEA figures for TH1 and TH2 not available.
8
BUSINESS OVERVIEWCompetitive Landscape
Wii board use
Sport
?
September
October
December
November
AAA
9
A G E N D A

• BUSINESS OVERVIEW
• BRAND DNA POSTIONING
• MARKETING STRATEGY
• MARKETING PLAN
• CREATIVE UPDATE
• APPENDIX

10
GAME VISIONBrand DNA

• Connect with the board-culture community inspired
  by Shaun White

11
GAME VISIONBrand Targets

• PRIMARY TARGET
• 12-19 y.o male / female
• Action sports gamers
• Hardcore gamers
• Dont regularly practice sports

• SECONDARY TARGET
• 16-25 y.o male / female
• Action sports enthusiasts
• Casual gamers
• May or may not practice action sports

• ADDITIONAL TARGET
• 10-35 years old male female
• Sports fans
• Casual gamers/ MS
• Dont practice action sports

12
GAME VISIONGame Positioning
Shaun White Snowboarding is the Action-Sports
video game
That lets you ride and hang out with your friends
in a vast snowboarding playground

• Shaun White is an integral part of game
  development to ensure originality
• You roam everywhere from peak to park on
  mountains
• You ride alone or with real friends like in real
  life
• You express yourself through tricks, riding
  styles and customization

Shaun White is fun, creative, high-energy,
social, extreme and empowering
13
GAME VISIONPoint of Difference
Main themes FREEDOM CAMARADERIE
14
A G E N D A

• BUSINESS OVERVIEW
• BRAND DNA POSITIONING
• MARKETING STRATEGY
• MARKETING PLAN
• CREATIVE UPDATE
• APPENDIX

15
MARKETING STRATEGY SWOT Analysis Strengths
Opportunities

• Shaun White is marketable
• Authentic snowboarding
• Stamp of approval
• Leverage him and his sponsors to reach the masses
• Game premise is appealing
• Freedom and camaraderie make the game stands out
• Lack of competition
• Tony Hawk has been declining game also not
  releasing this holiday

16
MARKETING STRATEGY SWOT Analysis Weaknesses
Threats

• Shaun White is not a household name in the US,
  and is virtually unknown in Europe
• Implication This should not feel like a game
  about Shaun White
• Action sports genre (esp. snowboarding) has been
  declining
• Implication This should not feel like a hardcore
  snowboarding game
• Ubisoft has no prior experience in developing
  sports games
• Implication We have to convince journalists,
  hardcore gamers, and action sports enthusiasts
  early on

17
MARKETING STRATEGY Strategy

• Establish that this is a good game regardless of
  Shaun White
• Convince journalists, gamers, and action sports
  enthusiasts early on
• Push elements beyond regular snowboarding
• Leverage Shaun White to reach mainstream
• Leverage Shaun White to gain mainstream media
  exposure
• Leverage Shaun White to increase retail exposure
• Collaborate with other Shaun Whites sponsors
• Secure critical acclaim in snowboarding community
• Secure first-party support by pitching
  platform-specific benefits
• Sony Online features and exclusive PSP game
• Microsoft Online features
• Nintendo Wii Fit board support and DS
  touch-screen

18
MARKETING STRATEGYTarget Analysis
Mainstream
SWS is big!Its a fun game everyone else is
talking about.
Action Sports Enthusiasts
Hardcore Gamers
SWS is authentic!Its better than any
snowboarding games in the past.
SWS is revolutionary!It offers freedom and
camaraderie that is appealing even for
non-snowboarders.
Reaching and convincing the three segments is
crucial for game success
19
A G E N D A

• BUSINESS OVERVIEW
• BRAND DNA POSITIONING
• MARKETING STRATEGY
• MARKETING PLAN
• CREATIVE UPDATE
• APPENDIX

20
MARKETING PLANMarketing Pillars
EstablishCredibility
BuildAnticipation
BeUbiquitous
SpreadWord-of-Mouth
1
2
3
4
May Aug
Sept Nov
Nov Dec
Dec Mar
Mainstream
Mainstream
Mainstream
HardcoreGamers
HardcoreGamers
HardcoreGamers
HardcoreGamers
Action Sports Enthusiasts
Action Sports Enthusiasts
Action Sports Enthusiasts
Action Sports Enthusiasts
21
MARKETING PLAN Phase 1 Establish Credibility
EstablishCredibility
1

• So far
• Ubiday trailer first demo (May)
• US OXM (June)
• EMEA First hands-on
• Upcoming
• E3 Hands-on demo new trailer Nintendo press
  briefing (July)
• Summer X Games Maxim Party sponsorship (July)
• PTOM cover story (Aug)
• Game Convention Consumer demo (Aug)
• Penny Arcade Expo Consumer demo (Aug)

May Aug
HardcoreGamers
Action Sports Enthusiasts
22
MARKETING PLAN Phase 2 Build Anticipation
BuildAnticipation
2

• PR
• Preview mainstream outreach
• EMEA preview event with Shaun White
• Major Tactics
• Media 1M pre-launch TV campaign including South
  Park buyout
• Media 500K print/online campaign targeting
  gamers and action sports enthusiasts
• Promotion Events and activities targeting action
  sports enthusiasts

Sept Nov
Mainstream
HardcoreGamers
Action Sports Enthusiasts
23
MARKETING PLAN Phase 3 Be Ubiquitous
BeUbiquitous
3

• PR
• Celebrity launch party Bigger than Assassins
  Creed
• Continued mainstream outreach
• US Tactics
• Media 10MM campaign with major innovations
• Retail We OWN Target
• Promotion Co-marketing with partners
• EMEA Tactics
• Media 1.3 millions euros will be spent on TV
• Trade In-store theatralization
• Promotion Partnership grassroots events

Nov Dec
Mainstream
HardcoreGamers
Action Sports Enthusiasts
24
MARKETING PLAN Phase 4 Spread Word-of-Mouth
SpreadWord-of-Mouth
4

• Major Tactics
• Media Outdoor advertising (targeting
  snowboarders)
• Retail Holiday and post-holiday circulars
• Promotion Demo and tournaments promoted at ski
  resorts
• Game-to-Web
• Build video-sharing community
• Weekly can you do it? challenges
• Uwin reward for account linking (Rabbids gear)

Dec Mar
Mainstream
HardcoreGamers
Action Sports Enthusiasts
25
MARKETING PLANBudget Recap
A HUGE MEDIA PLAN TO REACH MAINSTREAM


WW

• Media split

WW
26
A G E N D A

• BUSINESS OVERVIEW
• BRAND DNA POSITIONING
• MARKETING STRATEGY
• MARKETING PLAN
• CREATIVE UPDATE
• APPENDIX

27
CREATIVE UPDATE Creative Strategy

• Objectives
• Focus on the emotional benefits of freedom and
  camaraderie
• Represent a cool and inspirational lifestyle the
  mainstream audience
• Stay true to the snowboarders core values
• Be fun and accessible
• Creative Testing
• June 16-19
• Online focus groups (40 respondents) Males
  13-25, played Tony Hawk or other action sports
  games
• Assets tested Key Art - TV script - Print ad
  concepts

28
CREATIVE UPDATE Key Art Concept 1

• Pros
• Inspirational
• Communicates camaraderie
• Communicates freedom
• Cons
• Static
• Background not visible
• Overloaded

29
CREATIVE UPDATE Key Art Concept 2

• Pros
• High impact
• Shaun signature goggle and bandana
• Communicates freedom, camaraderie, action in the
  reflection image
• Cons
• Key messages conveyed in a small section
• Hard to read and understand
• Unique vs. action sports packs, but reminiscent
  to some FPS

30
CREATIVE UPDATE Key Art Concept 3

• Pros
• Highlight the game logo
• Showcase Shaun and various elements (camaraderie,
  tricks)
• True to the snowboard lifestyle
• Cons
• Overloaded
• Not a single iconic image
• No idea of freedom (in current concept)

31
CREATIVE UPDATE Key Art Recap
32
CREATIVE UPDATE TV CONCEPT
Lets Go Ride
33
CREATIVE UPDATE Print Ad Concept
34
CREATIVE UPDATE Print Ad Concept
35
Thank You!
36
A G E N D A

• BUSINESS OVERVIEW
• BRAND DNA POSITIONING
• MARKETING STRATEGY
• MARKETING PLAN
• CREATIVE UPDATE
• APPENDIX

37
Tactics Details
38
MARKETING PLAN PHASE 1Announcement First
Coverage
Prominence in print and online press
39
MARKETING PLAN PHASE 1Buzz Update
Shaun White
Tony Hawk
Skate
Tony Hawk Project 8 is used due to higher sales
and buzz than Proving Ground.
Buzz is higher than Tony Hawk and Skate in comp
periods
40
MARKETING PLAN PHASE 2South Park Hi, My
Name Is Shaun

• Announce Shaun White in the biggest South Park
  episode ever (Oct 8th 2008)
• South Park Season 12 Premiere First Time Ever 1
  Hour Special
• Ubisoft will have full ownership of premiere
• Six 2 minute pods within the hour
• 3x Shaun White, 1x Far Cry2, 1x End War, 1x POP
• Initiative will also be supported by online buy

41
MARKETING PLAN PHASE 2Core TV Ride Free
with Shaun

• After the announcement, reach and speak to the
  young core audience
• FUEL (action sports), FUSE (music), G4 (gamers)
• Drop the 30
• FUEL The Daily Habit
• FUSE - The Sauce
• G4 XPlay
• Tie to 2 CRM contests (Oct and Nov) to increase
  database

42
MARKETING PLAN PHASE 2Other
Preorder/Pre-Awareness Push

• Print online media (US)
• 500K targeting snowboarders, skateboarder, and
  gamers
• Retail (US)
• Preorder programs at Target, Best Buy, Gamestop
  and Game Crazy
• Promotion Community (Worldwide)
• Participate in Burton World Demo Tour in October
  multiple cities, game demo and local media buy
• Website links to Burton.com and Shaunwhite.com
• Shaunwhitegame.com website, viral videos

43
MARKETING PLAN PHASE 2EMEA Promotions
Targeting the Core

• For the snowboard fans
• UK XGames / RipCurl Boardmasters / Summer Tour
  (Aug)
• gt 2 millions contacts
• FRA Mondial du Snowboard in the Alpes (Late
  October)
• gt 30 000 contacts in 2 days
• For the core gamers
• ITA Lucca Comics Games (early Nov)
• gt 20 000 contacts
• SCA Electroworld Games Expo (Stockholm) (Nov)
• gt15 000 contacts

44
MARKETING PLAN PHASE 3Celebrity Launch Party

• Assassins Creed launch party
• Hollywood Kristen Bell Maxim Sony Over
  200MM impressions
• Shaun White launch party
• Hollywood Shaun White (and his Hollywood
  friends) MTV Target (athletes and
  celebrities) ?
• Live coverage on MTV

45
MARKETING PLAN PHASE 3ESPN Blowout

• Owning the Mainstream Sports Guy
• Shaun White documentary
• Sponsor airing on ESPN
• ESPN Carwash
• Shaun does a day at the ESPN studios and
  interviews on First Take, SportsCenter, ESPNews,
  ESPN.com and ESPN Radio
• ESPN Sportscenter
• Ubisoft will own 8 minutes of commercial time and
  be the only advertiser

46
MARKETING PLAN PHASE 3WHITE OUT! on November
19

• Wednesday after the 11/16 Launch Countdown to
  Wednesday WHITE OUT
• Own all Viacom websites with a Wednesday WHITE
  OUT countdown clock
• Special WHITE OUT Tune-ins on Viacom Networks
  leading up to Wednesday
• At 10pm on Wednesday all Viacom Networks and
  Websites go White for10-15 seconds then into
  exclusive Shaun Trailer

47
MARKETING PLAN PHASE 3Overall TV Recap

• M12-34 R/f 67 / 8.4
• M12-34 TRPs 560 points
• M12-34 Imps 250M imps

48
MARKETING PLAN PHASE 3Target Exclusive

• Ubisoft provides
• 3 exclusive SKUs (PS3, X360, Wii) with exclusive
  Target mountain
• Target provides
• TV media close to 3 million
• Print online media close to 1 million
• Circular, in-store, online support

49
MARKETING PLAN PHASE 3Promotion Partnerships

• Red Bull
• Cross-promotion at Target
• Grassroots marketing
• Presence on Shaunwhite.com
• Skittles
• 200,000 co-marketing
• Subway
• In-store exposure
• HP
• Game-to-web

50
MARKETING PLAN PHASE 3EMEA Marketing spendings

• More than 1 millions will be spent on TV
• UK and France represent 48 of the total (gt 1M
  Euros).
• EMEA marketing budget More than 2,6m
  (including central marketing)

51
MARKETING PLAN PHASE 3Trade Strategy - EMEA
In-store theatralisation coop to better appeal
- Get coop deal thanks to specific gifts and
activities - Specific contest/tournaments
instores - Create a specific area instore
around the mountain
52
MARKETING PLAN PHASE 3Promotion Partnerships
- EMEA
ITA Game pods and street marketing around Red
Bull grassroots activities sponsorship of an
online contest (Nov-dec)
FRA Promotion of a demo tour on all NRJ medias
(Radio, TV, Web). Grassroot program in 6 top
french ski resorts Game booth, outdoor
animations, special contest (Oct)
NL Promotion on 1 million gum packs. TV Spot
and print ads campaign planned. (Nov)
ITA Game posters and leaflets in all their 52
point of sales, newsletter and website presence
ads in 12 ski resorts. (Nov-april)
SCAN Promotion contest on the most popular
website for the skate/snow community. (Nov)
53
MARKETING PLAN PHASE 3Events Reach the
mainstream

• EMEA
• AUS Red Bull Downhill Race Streetmarketing
  and game demo (Nov)
• SPA Xanadu Snowzone (Madrid) Dedicated
  spaces for contest and game pods (Nov)
• UK Flash Mob Winter Snowball Fight (Nov)
• UK Flash Mob Beanie Hat with Shaun White
  hair (Nov)

54
MARKETING PLAN PHASE 4Outdoor Advertising
55
Additional Info
56
LICENSE OVERVIEWShaun White 2008 update

• The saga continues Year 2008 achievements
• 2008 Winter X-Games
• Gold in Superpipe
• Bronze in Slopestyle
• 2008 Laureus World Sports Award for best Action
  Sportsperson of the Year
• along with Roger Federer and Lewis Hamilton in
  other categories
• chosen by legendary sportsmen like M. Jordan, T.
  Hawk, F. Beckenbauer

Shaun White is the new icon of action sports
57
Word from the competition
58
GAME VISIONBrand DNA

Self-fulfillment
Recognition

Achieve your objectives
Indirect recognition - Look I was here
Crazy / goofy stunts
Overcome fear
Tease other snowboarders
Push yourself
Rush / Euphoria

Be different from others - I can make it
Impress others in the terrain park

Snowboarding


Choose your path
Dangerous paradise
Speed
Escapism from everyday life
Ride the way you want
Freedom
Instant gratification
Meeting new people
Parties
Jump
Loneliness hedonism
Sporadic meeting points on the slopes
Belonging
Friendly competition in terrain park
In orange most important emotional benefits
Picture chosen by respondents
Source Exploratory qualitative research May 07
59
MARKETING PLANPost Ubidays Coverage - Print
60
MARKETING PLANPost Ubidays Coverage - Online
61
MARKETING PLANPost Ubidays update
EUROPE
US
TEXT TBC
62
COMMUNICATION STRATEGYKEY MESSAGES END
CONSUMERS
Convincing different targets is essential in
ensuringthe games success
63
COMMUNICATION STRATEGYKEY MESSAGES - PRESS
64
COMMUNICATION STRATEGYPR CHALLENGES
65
COMMUNICATION STRATEGYONLINE PLAN
OBJECTIVES
Oct
May
Nov
Sep
Aug
Jul
Jun
Websites
Teaser site
Product/Live site
Dev Diary Videos
DLC Demo
Free-Roaming Videos
Reach extreme sports gamers
Snowboard manufacturer coop.
Shaun White Q/A Registry
Convince snowboard community
Web 2.0 extreme sports booking
Reach casual sports gamers
XP Site
? Shaun White Q/A
? Partner Contest
? DLC Demo
? XP Site
? Game Release
CRM
66
PR Timeline
Strategy
REVIEW / Launch
Hands-on / Multiplayer
Preview
First looks
Message
Print
Online
67
MARKETING PLAN US Print Plan

• Shaun White print campaign delivering over
  101,196MM audience impressions with a 12 CPM

68
OOH- Monster Media

• Illuminated motion activated windows positioned
  in high-traffic areas
• Creates interaction with people as they walk by
• Top DMAs, possbily including the following
  (pending availability)
• Denver, NY, San Francisco and Los Angeles
• Premiere location Hollywood and Highland
• 70ft round window storefront near Kodak Theater
• http//www.monstermedia.net/video.php?mtv_2008_MA
• Flight 4-8 weeks (Nov-Dec) between 200k-400k
• Previous advertisers include MTV, Target, Scion
  and Nequik
• http//monstermedia.net/video.php?ishares_final
• http//www.monstermedia.net/video.php?target_promo
  _video
• http//www.monstermedia.net/video.php?scion_promo_
  video
• http//www.monstermedia.net/video.php?nesquik_prom
  o

69
OOH

• Investigating billboards focused on major
  freeways leading to ski resorts or are along
  highly trafficked roads in nearby surrounding
  areas
• Lake Tahoe, CA , Park City, UT , Big Bear, CA,
  Boulder and Breckenridge, CO , Mount Hood, OR
• Transit media bus shelters and vehicle wraps in
  metro areas most suitable for reaching the target
  
• Park City, UT and Mount Hood, OR
• 4-8 weeks (300k-600k)

70
MARKETING PLANSnowboard Design Contest
71
MARKETING PLANCRM Email Plan
June
July
Oct
Sept
Nov
August
Email
Newsletter
Game Launch
Pre-Order
Newsletter
Contest Invite
Trailer
Newsletter
Newsletter
Contest Invite
300K
Target
200K
300K
200K
200K
200K
200K
200K
200K
Link app
CRM Other
Trip Contest
PAX On Site Data Collection
NA
NA
Board Design Contest
72
Channel Programs
73
Tony Hawk Franchise Recap
74
TONY HAWK

• Genre
• Sport
• Positioning / Main Target
• Arcade style
• Tony Hawk oriented
• Key features
• Choices of lifestyle
• Big worlds and universes
• Weaknesses
• PSX legacy franchise for the mainstream
• Lack of innovative leap
• Yearly launch
• No strong TH community
• Shaun White competitor because
• Biggest Extreme sport franchise ever

75
Sales
Reviews
TH Underground 1 2 sold more than 1Million
units each ? best TH sales ever
Average review 84.6
Source www.gamerankings.com
Source Ubi Reporting portal january 2008
76
Dates
Sales by country
UK sales 57 of global sales 2 millions units
First Game 1999 Last Game 2007 Next Game -
Source Ubi Reporting portal january 2008
77
Source Marketing Intelligence, Nielsen media
panels
78
Tony Hawk US Sales
79
Sales by Game
Source Marketing Intelligence, Nielsen media
panels
80
Source Marketing Intelligence, Nielsen media
panels
81
(No Transcript)
82
(No Transcript)
83
(No Transcript)
84
Tony Hawk Franchise Failings

• PSX Legacy Franchise for the Mainstream
• Brand has lasted over 3 console cycles few have
  remained successful for that long
• Mainstream have not switched as fast this
  next-gen console cycle as PSX-gtPS2, further
  dampening sales
• Control set-up remained practically the same
  since PSX
• Project 8 first time analog stick used to
  semi-recreated real board feeling
• Lack of innovative Leap from one console cycle
  to the next
• Each new launch kept adding features rather than
  addressing bigger issues
• Inconsistent difficulty between missions
• Unrealistic tricks started to feel less fun
• Progression became increasingly difficult aka
  too many tricks to remember
• Yearly Launch
• Action-sports remain the same year-over-year (no
  changes to roster like Madden or FIFA)
• No centralized League promoting players, teams
  etc (NFL, FIFA etc)
• No strong Tony Hawk video game Community
• Product-centric approach didnt connect consumers
  to a higher-need to be part of the franchise
  (unlike Madden)
• Tony Hawk now represents sell-out, old

Source IBS CR Consumer Studies (Final Report
Shaun White Exploratory Sept 2006.doc Shaun
White explo - may 07 - final report.ppt)
85
Tony Hawk Gamer Profile 1/2
MADDENNFL
SPLINTERCELL
TONYHAWK
AVERAGEBRAND
67 males
66 males
74 males
79 males
22.2 years old
23.7 years old
24.2 years old
24.1 years old
14.6 hours/wk
14.4 hours/wk
13.4 hours/wk
14.9 hours/wk
35 play onlineeveryday
38 play onlineeveryday
32 play onlineeveryday
41 play onlineeveryday
_at_
27 practiceaction sports
22 practiceaction sports
18 practiceaction sports
26 practiceaction sports
More than average
Less than average
Source IBS CR Consumer Studies (Final Report
Shaun White Exploratory Sept 2006.doc Shaun
White explo - may 07 - final report.ppt)
86
Tony Hawk Gamer Profile 2/2

• Mostly male gamers - 7 Tony Hawk owners out of 10
  are males
• 6 gamers out of 10 are males on average in the US
• 8 gamers out of 10 who regularly play sports
  games are males
• Younger than average 22.2 yo vs. 24.4 yo
• 10-19yo gamers represent 46 of TH gamers (vs 39
  on avg)
• TH gamers are 22.2yo on average vs 24.4yo for US
  average gamer
• SSX players are also younger than average
  (source EMEA brandmap)
• More committed into videogame
• TH owners spent more hours per week playing
  videogames (14.6 hrs vs 11.7 on avg)
• TH owners own more platforms (2.4 vs 2.1)
• TH owners are more interested into purchasing
  next-gen platforms than avg
• SSX players are more committed gamers than
  average (source EMEA brandmap)
• Like action-oriented games not only sports
• Their favorite genres are action-adventure,
  fighting, racing, shooters and sports
• TH players show a high interest into
  sports/action brands SSX, Matt Hoffman, Micro
  Machines, WWE (source EMEA brandmap)
• SSX players show a high interest into action
  brands TH, WWE, Devil May Cry, Dead or Alive
  (source EMEA brandmap)
• More interested in extreme sports in real life
  but a majority dont practice skateboard
• 27 of Tony Hawk owners declare they regularly
  practice extreme sports (vs 15 on avg)
• Note It must be kept in mind that the majority
  of Tony Hawk gamers do not practice extreme
  sports in real life

Source IBS CR Consumer Studies (Final Report
Shaun White Exploratory Sept 2006.doc Shaun
White explo - may 07 - final report.ppt)
87
TH Proving Ground - Overview

• Game (73)
• LTD 102K (UK/FR - Launch October)
• 4 SKUs 360, PS3, PS2, DS, Wii
• Worst ranked game of the series sales are tepid
• Communication
• Every skater has a story, create yours.
• Shorter communication plan (started in June)
• Mainstream at its core variety and choices was
  key
• Tried to touch to the hardcore by telling the
  stories through videos (like SKATE)
• Consumer Print Reaction
• Video Editing is a nice new touch
• Choices of lifestyle and big world is nice but
  expected
• Nothing has changed much same game as before
  (gameplay, level design, missions, tricks)
• Choice of following 3 different lifestyles still
  seems forced vs. messaging choose your style
• Unrealistic tricking now comes across as
  unauthentic

Sources Strategic Planning 2007 Moka2 US UK,
vgchartz.com gamerankings forums
88
SSX Franchise Recap
89
SSX

• Genre
• Sport
• Positioning / Main Target
• Snowboarding game
• Key features
• Open-ended structures
• Excellent audio
• Improved graphics
• Enhanced trick system
• Weaknesses
• On-line mode not always available
• Occasional animation hitches, frame-rate issues
• Shaun White competitor because
• Main Snowboard franchise.

90
Sales
Reviews
SSX 3 realy good performed 773 481 units for a
total of 1 762 889 units
Average review 83.96
Source www.gamerankings.com
Source Ubi Reporting portal january 2008
91
Dates
Sales by country
UK FR 75 of global sales
First Game 2000 Last Game 2007 Next Game -
Source Ubi Reporting portal january 2008
92
Snowboarding US Sales
93
Sales by Game
Source Ubi Reporting portal january 2008
94
(No Transcript)
95
BUSINESS OVERVIEW Competitor perceived strenghs
weaknesses
Source Exploratory qualitative research Sept 06
96
A positioning much more realistic than Tony
Hawk- Combos limited to 2 or 3 tricks on average
- Grinds are not automatic ( not performed by
pushing only 1 button) A gameplay based on
controlling the skateboard thanks to analog
sticks - ala Nail the Trick from Tony Hawk
Project 8 Realistic environments but fictional
city- X Games are featured No story-mode-
Solo-mode is made up of succession of challenges
(ala Tony Hawk Project 8)- The goal is to avoid
heavy-handed storylines An online mode named
Crew- Replays can be shared online
SKATE
97
SKATE - Overview

• Game (87)
• LTD EMEA 123K (October 07)
• 2 SKUs X360 PS3 only
• Sales underwhelming compared to internal
  expectations and buzz
• Communication
• Long started October 2006
• Core and hardcore skate fan MUST do the sport
  to understand
• TV msg - Let your little Skater out
• Consumer Print Reaction
• New Control set-up Next-Gen
• True feel for the sport all about the tricking
• Authentic feel of the hardcore lifestyle
• Very realistic locations
• Unrealistic tricks kept to a minimum
• Open world lots of choices always about just
  skateboarding
• Controls are quite difficult to master hardcore
  gamer likeability
• Camera is realistic but difficult for maneuvering

Sources Strategic Planning 2007 Moka2 US UK,
vgchartz.com gamerankings.com Playtest 2007
Rapport bechmark Skate.doc
98
SKATE sales per countries
Review Xbox 360 86.8 PS3 86.3
Source Week 52 Sales team

• Sales below expectations. Strong interest in the
  UK.
• Skateboard games dont perfom in Italy Spain

99
Sales by Game
Source Ubi Reporting portal january 2008
100
Perception of Shaun White

• He is perceived as talented, dedicated and
  inspiring
• Because of his young age
• Because he is skilled in both snowboarding and
  skateboarding
• He stands out from other pros because he doesnt
  act like a pro humble, approachable, laid-back
• He is perceived as a goofy and funny person
• He seems less aware that he is a celebrity than
  other pros MTV Cribs he has a normal house
• Other champions seem inaccessible compared to him
  they go to country clubs
• It seems easy to hang out with Shaun White to
  talk and do tricks
• Apart from his personality, this may also be due
  to his young age
• He is not a sell-out because he is currently
  competing (unlike Tony Hawk) and tries to make
  both sports progress
• He is not perceived as rebellious
• This may be due to the fact that he is more
  famous for vert skateboarding than street
  skateboarding
• Vert is perceived as more official and academic
  than Street
• He also stands out because of his look
• Famous red hair mentioned even by those who
  knew little about him
• Overall, he looks funny

Caveat among a sample of respondents declaring
 like or like very much Shaun White 
Sources SW Game Positioning Qualitative
Research SW Exploratory Qualitative
Research SW Exploratory Lifestyle Qualitative
Research
101
Awareness of Shaun White

• Tony Hawk is twice as known as Shaun White among
  US gamers 13-54yo
• 63 of gamers 13-54yo declare to know well Tony
  Hawk vs only 28 for Shaun White
• Shaun White is mostly known by younger gamers
• SWs awareness is higher among the 13-24yo age
  category, his awareness is eroding quickly after
  25yo
• Tony Hawk is known by a wider age range his
  awareness is high among the 13-39yo

Awareness by gender
Awareness by age
Know well the following people
Know well the following people
Source IBS CR Consumer Studies (SW Game
Positioning / Exploratory / Exploratory Lifestyle)
102
Shaun White Appeal

• However, Shaun White is considered more
  marketable than Tony Hawk

Source Street Smiths Sports Business Daily
survey (most marketable active athletes in US),
March 2007