Developing an Appealing New Title for Video Game Launch

Key Business Question

Can we develop a new video game title that will leverage the successful game elements of a previously successful franchise?

Our Approach

We designed, organized and conducted 8 focus groups among video gaming consumers in the US and UK.

We developed a discussion guide to engage the participants in conversations about character descriptions, depictions, gameplay elements, favorite moments in gaming, visuals of settings and positioning statements.

Insights Uncovered

We were able to confirm interest and appeal in a new video game among their key target audience.  This new title which allows gamers to play as an assassin launched in 2007.  It has since sold over 40 million copies.