Founded in 1979 as the world’s first independent video games developer and distributor, Activision has been changing the way people play for over 40 years. In the process, it has become one of the most valuable entertainment companies in the world.
Activision wanted help delivering an insight-based, multichannel, go to market strategy for its latest releases in its hugely popular FPS franchise Call of Duty.
Observations & intercepts of shoppers in specialist stores & supermarkets gave us an understanding of the motivations and behaviours of the offline shopper, and identified opportunities for franchise merchandising
Ethnographic interviews in the home, watching and chatting to gamers, as they played, delivered detailed insights into the gaming ecosystem, identified in-play buying behaviour, and helped us understand consumer vocabulary.
Two pieces of survey work reached out to over 2000 shoppers, and then 2000 consumers to understand, in depth, the needs and attitudes of both groups. Media consumption was a key input the go-to-market strategy.
We used cluster analysis, an advanced machine learning technique, to create a segmentation model for both consumers and shoppers.
Visuality delivered a comprehensive and detailed roadmap for launch which included a consumer segmentation, a shopper segmentation,
identification of media consumed, and point-of-purchase strategies and opportunities on-line and in-store.
Call of Duty was a huge commercial success and a turning point in the franchise.