This trade spotlight looks at Telltale's The Walking Dead, a game based on the comic book series by Robert Kirkman and the boxed release of the popular point and click digital title.
We detail the in-game features, history and marketing plan for the game.
SVP of publishing at Telltale Games, Steven Allsion, also tells MCV why he feels the game has the potential for a long lifecycle.
The Walking Dead is released on May 10th.
- The Walking Dead is the boxed release of Telltale Games’ critically acclaimed digital release of last year.
- Based on the comic book series by Robert Kirkman, this point and click adventure arrives at retail having won more than 80 Game of the Year awards and two BAFTAs.
- Visually influenced by the comic books, the retail SKU of The Walking Dead contains all five download episodes on one disc with a competitive price point of £29.99.
- Consumers play as convicted criminal Lee Everett who has been given a second chance thanks to the chaos caused by a zombie outbreak. With a new outlook on life, Lee decides to look after Clementine, a young orphan.
- In a fight for survival, players will have to triumph against the zombies, starvation and even the dubious actions other survivors.
- Consumers will have to make decisions that have a lasting impact through the five episodes of the game, with agonising moral dilemmas to face along the way with regard to who to save, who to sacrifice and how to stay safe.
- These decisions also have the power to affect the story of Rick Grimes, star of the comic book and TV series.
- First sighted in 2003, The Walking Dead began life as a series of comic books by writer Robert Kirkman and artist Tony Moore. The plot revolves around the survivors of a zombie apocalypse led by deputy sheriff Rick Grimes.
- The comics rose to popularity over the years, but it was the 2010 TV adaptation by US broadcaster AMC that truly put The Walking Dead on the map.
- Telltale’s episodic take on The Walking Dead was the franchise’s first outing into video games, although Activision released its own adaptation, The Walking Dead: Survival Instinct, last month.
- The Walking Dead marketing will target fans of the TV series and the comic books, along with gaming and zombie/horror enthusiasts.
- Activity will focus on extensive consumer PR coverage, competitions.
THE Walking Dead is a global phenomenon and the biggest zombie franchise in the world. From its beginning as a comic book series, to its domination of TV, it’s a brand that everyone has heard of and the fan demographic fits perfectly with the gaming audience.
We’ve seen huge demand for the retail version of the game despite huge success digitally – NTSC retail release in North America has been very successful for us. There are people who simply do not buy their games via download normally that are much more comfortable buying at retail, especially in Europe.
Making the game available at retail is an important step to broaden the reach of this hugely popular franchise across the globe.
Given the online sales phenomenon and the subsequent performance of the physical product in the North America, we expect to see similar success in the UK. The really exciting part is that we feel the game has real longevity and the ability to produce a longer life cycle than many triple-A titles. The response from retail has been overwhelming with many buyers who have already played an online episode now looking forward to the availability of the physical game.