Sniper Elite was the first game where Play Connection was fully responsible for its marketing and distribution.
Starting from September-December 2004, Sniper Elite UK preview coverage appeared within the primary and secondary UK games press. In November 2004, Gamer TV produced Preview feature. It has aired 10+ times throughout February 2005 and was aired throughout US, European and SE Asian channels throughout Q2 2005. Preview is available to view online. Go to www.gamevideovault.com
In May 2005, UbiSoft signs the game for UK distribution. In June 2005, Sniper Elite European Press Event was hosted in the UK for the Home, French, Spanish and Italian markets. Additional preview coverage obtained within Mainstream and Gaming press leading up to launch including a 2nd feature on Gamer.TV.
The Press event was commissioned to launch the game to the European Press consisting of UK, French, Spanish, Italian and German specialist and lifestyle journalists. Additionally, the programme was to address 2 key objectives:
- Place the journalists within the correct ‘sniper mindset’ before playing the game.
- Build on the authenticity and realism of the game.
These objectives were focussed upon due to feedback received from the UK specialist press during 2004. Due to the ‘conditioning’ they have enjoyed with the myriad of WW2 titles on the market, their immediate assumption was that Sniper Elite was just another ‘run and shoot’ game.
Sniper Elite was designed solely as an action/adventure sniping simulator. Military snipers by their very nature are different from any other part of the armed forces. They work solus or with a partner, they use concealment, stealth and cunning to reach their objectives.
Approaching the game in the same way as e.g. MoH, the journalists would not fully appreciate the depth or strength of the game. Also, due to limited exposure to sniper type games, they may not be aware of the correct approach to take.
Play Connection therefore sought the advice of contemporary sniping experts, firstly to garner support and endorsement for the game and secondly to structure a PR programme to address these perceptions.
They began discussions with a Sniper Training company, the only one of its type in Europe, to structure a ‘basic training day’.
Offering the necessary insight into how snipers train, conceal themselves and fire their weapon would ultimately provide the journalists with an understanding how a sniper thinks and acts.
The Sniping instructors were all current/ex military personnel, who now train military, Special Forces and police forces around the world.
The agreed structure was split into two halves:
- Stalking – the skills required to move into position, utilising concealment and stealth, to then take a shot and exit safely.
- Live firing – using scoped rifles, shooting a fixed target at 100m+
In addition to the training aspect, the programme needed to relate to the game in everyway. So the instructors, where necessary, were dressed as WW2 German soldiers, and the rifles consisted of WW2 American Springfield's, German K98 Mausers and the Russian Mosin Nagant, which is the primary weapon within the game.
Target markets
Hardcore gamers
18- 25+ Male AB1. Purchase or rent 1-2 new games per month. Discerning, active consumers. Desire challenge coupled with innovative and creative games and gameplay.
Mainstream and Part-time gamers
18 - 25+ Male ABC1C2. Purchase 1-2 games every 3-6 months. Are aware of important launches through mainstream media. Look for gameplay experience and longevity.
Military enthusiasts
Male ABC1. Consumers of all militaria current and past. Interest in strategy games. Enjoy authenticity and realism. Mainly PC based. Joint branding with Osprey Publishing will provide reassurance and propensity to purchase.
Paintball/Shooting enthusiasts
Primarily Male. Interested in target and sporting activities. Enjoy the challenge of accuracy and shooting experience.
Trade/Retailers
Require information and reassurance.
Partners
Osprey Publishing. www.ospreypublishing.com
Global leader in Military interest publishing. Working with Rebellion in supporting game in exchange for joint branding. Will provide PR support coverage within Military and Shooting enthusiast markets across Europe.
Martin Pegler – Sniper expert.
Chief Weapons Curator at Leeds Armouries, Leeds, UK. Author of ‘Out of Nowhere’ – best selling Sniper publication to date. Martin is Europe’s leading authority on sniping. Martin has written the ‘Sniper Survival Guide’.
Riflecraft - British Military & Special Forces Sniper instructor school.
Consultants to US Marines, British Army and Special Forces on Sniping and Counter Terrorism.
Conclusions
Sniper Elite went Top 10 across Europe and has sold over 350,000 across Europe