Gazillion Entertainment develops and operates massively multiplayer online (MMO) games based on the wildly popular Marvel Entertainment Super Heroes. Gazillion works directly with Marvel to help extend the iconic brand in the online games space, which includes tapping into the power of the blockbuster hit “The Avengers” and other Marvel movie franchises.
Because kids and families can be a tough audience to reach, Gazillion selected North of Nine to build and maintain buzz for “Marvel Super Hero Squad Online” in June 2011. The browser-based game is designed to be fun for the whole family and was Gazillion’s first foray into MMO’s. Together, we developed a strategic communications plan that targeted family and entertainment publications, and developed creative ways for Gazillion and “Marvel Super Hero Squad Online” to stand out at events like San Diego Comic Con and Penny Arcade Expo. As a result of our collaboration, the number of parents and kids who have registered for the game has doubled to date.
Based on our success, we began working with Gazillion in 2012 to launch and roll out “Marvel Heroes,” its core title for the central gamer audience beyond parents and kids. We advised Gazillion that a tiered approach would be the best way to make a big splash for the news and take advantage of the visual assets we had available. A week before the announcement, we arranged an embargoed briefing with a single, top-tier video game publication, IGN. We packaged a controlled demo of “Marvel Heroes,” a Q&A with the game developers, video clips and screenshots, all of which was to be held for the official launch day. When the announcement went live, “Marvel Heroes” obtained top-slot, homepage coverage for the article on IGN’s site. North of Nine’s outreach earned further coverage in more than 50 outlets, including The Hollywood Reporter, MTV Multiplayer and VentureBeat.