Raid WW2: Marketing the Game
Promoting the Product: A Story Beyond Game Development
The story of our creative approach to crafting marketing materials for Raid: World War II. How we tackled the challenge of not just creating a game but also effectively promoting it to a global audience.
The Next Chapter
As the lead artist, my journey didn't end with the game's development. It spilled over into marketing, another critical aspect of a game's success.
Every task was a new challenge, from creating and art-directing title images and game screens to conceptualizing marketing materials. It was a different kind of creativity, a distinct form of art, but one I embraced wholeheartedly.
Again, as the development was nearing its end, Ilija Petrusic, the creative director of Lion Game Lion, and I worked closely with the team from Starbreeze in Stockholm. We were like architects, each contributing unique ideas and skills to construct a cohesive and compelling marketing art and strategy.
Our diverse perspectives and approaches resulted in a rich tapestry of ideas that breathed life into our game beyond its coded confines.
Marketing Process
Embarking on the marketing journey for Raid: World War II was an exhilarating new chapter. Ilija Petrusic, the creative director, and I recognized that marketing a game wasn't just about displaying its features—it was about conveying its soul.
Every piece of marketing content, from images to web designs, had the task of encapsulating the essence of the game, and in this, I found a new form of storytelling. This was a medium where we had to capture the audience's attention and communicate the game's essence, all in a brief, impactful moment.
Each image, each screenshot, and each web design element was more than just visual content—they were the voice of Raid: World War II to the world. They had to resonate with potential players, assuring them of a gaming experience that was immersive, rich, and absolutely exhilarating.
In our collaboration with Starbreeze, we found a supportive partner. Their team brought expertise and creative insights, but it was our shared responsibility to ensure the game's true essence shone through in the marketing materials.
Guided by our combined vision, we navigated the complexities of game marketing, striving to create a genuine connection with our potential audience.
Key Artwork
The creation of key artwork for Raid: World War II profoundly explored the game's essence and our collective creative ambition. Ilija Petrusic, the art team from Starbreeze, and I ventured into this realm with passion and precision. We approached the key artwork as a visual representation and the heart and soul of our game. Across dozens of iterations, we played with tones, emotions, and narratives
Each version was an artistic experiment, a chance to communicate the spirit of Raid: World War II in a single, compelling image.
The journey was one of pure artistic freedom, allowing us to stretch our boundaries and truly encapsulate the vibrancy and depth of our vision.
The Videos
The Game Trailer
The Raid: World War II marketing campaign was not just about showcasing our game.
It was about creating an experience. Our collaboration with Goodbye Kansas Studios exemplified this for the game trailer.
The trailer was a mini-masterpiece of high-quality rendering, compelling storytelling, action-packed sequences, and a dash of humor. It was a thrilling ride that gave our players a taste of the excitement that awaited them in the game.
RAID WW2: GAME TRAILER BY GOODBYE KANSAS STUDIOS
The Legend... The John Cleese
One of the most memorable moments in our marketing journey was the involvement of John Cleese from Monty Python.
To have such a revered actor in our marketing and in-game videos was an incredible honor. Observing him inject his unique charisma and wit into our game was an experience I will remember forever.
The marketing and in-game videos featuring Mr. Cleese were hilariously entertaining and introduced a refreshing touch of humor into the game, which is set against a grim backdrop of human history.
For these, Starbreeze guys engaged Goodbye Kansas Studios again; and I must say, the end-product was briliant.
RAID WW2: PROMOTIONAL & In-GAME VIDEOS STARRING JOHN CLEESE
RAID WW2: MAKING OF VIDEOS WITH GOODBYE KANSAS STUDIOS
Lion Game Lion Website
As the game's release approached, the need for a dedicated platform, a digital home for our creation, became evident. Thus, the Lion Game Lion website was born.
Not having a website until the late stages of production meant that there was a certain urgency, but it was an exhilarating challenge.
I was at the helm of both its design and coding, ensuring that our digital presence mirrored the professionalism and passion we poured into all our games.
The website was more than just an information hub; it was a space where players could immerse themselves in updates, news, and the ethos of Raid: World War II.
The E3 Booth
Promoting Raid: World War II at E3 was a heady mix of excitement and connection. Being on the frontline, meeting our fans and players face-to-face, offered invaluable insights and a genuine bond.
Our booth was a spectacle, a slice of World War II right in the heart of E3. The life-sized WW2 cannons were more than props; they were a declaration of our dedication to authenticity.
Coupled with actors portraying US soldiers and the colossal promotional banners dominating the entrance and main stairs, we made a statement.
It was clear: Raid: World War II wasn't just a game—it was an experience, and we were inviting everyone to step into this meticulously crafted world.
In the End
Reflecting upon this multifaceted journey, I've garnered a deeper appreciation for game marketing's intricate dance of creativity and strategy. It's not just about showcasing; it's about resonating.
Beyond the visuals and trailers lies the challenge of translating the heart of our game into a language that potential players instinctively understand. In every campaign and every advertisement, we didn't just display Raid: World War II; we shared its spirit and its ambition.
Understanding your audience, being true to your game's identity, and crafting a narrative that speaks directly to potential players are paramount. Moreover, modern marketing transcends one-way communication; it invites engagement, feedback, and community-building.
For us, it was about forging more than just interest—it was about creating a connection, a bond that transformed gamers into an integral part of our Raid: World War II gang.
