This trade spotlight looks at The Walking Dead: Survival Instinct, a game that takes players back to the start of the outbreak seen in AMC's TV show of the same name.
We detail the in-game features, in-store offers and the marketing plan for the game.
Scott Wood, senior brand manager at Activision's Minneapolis business unit, also tells MCV why Survival Instinct is not a run and gun shooter as well as how the game will appeal to fans of the show.
The Walking Dead: Survival Instinct is released on March 22nd.
- The Walking Dead: Survival Instinct takes players back to the start of the epidemic seen in AMC’s popular television series.
- Players can step into the shoes of one the most unlikable characters in the series, Daryl Dixon.
- The game follows Daryl and his brother Merle at the start of the outbreak and will go some way to explain their questionable behavior in the TV show.
- Gamers will have to take on the undead armed with a range of weapons, including Daryl’s trusty crossbow.
- The zombie crowds will be alerted through the sight, sound and smell of a player and gamers have the option to take them on all guns blazing, or creep past them undetected.
- Just as in the series, Daryl will have to find food, medicine and ammunition wherever he can and along the way, players will come into contact with other survivors. Some will help, but other characters have the potential to hurt the Dixon brother’s chances of survival.
- It’s up to players to decide for themselves whether people found along the way are trustworthy enough to join them on their journey.
GAME and Gamestop.co.uk are offering consumers the Walker Herd Survival pack.
This bundle includes a survival knife, a saw- toothed machete, kukri, reinforced hatchet and advanced machete, as well as a Herd mode that sees players face off against never- ending waves of zombies.
THE Walking Dead: Survival Instinct takes players back to the start of the epidemic seen in AMC’s popular television series, providing a backstory to the Dixon brothers. The Walking Dead is now in its third season and was recently renewed for a fourth.
AN eight-week TV advertising campaign will target fans of the TV show and Activision is running two ads during the second half of series three, which started on February 15th. Advertising will continue through to the end of the series in early April. The publisher will also be running some trade and PR initiatives to ensure consumers and fans of the show know about the release of the title.
THE show has been a critical success and with the video game we’ve tried to mimic the feel of the TV show – this is not a run and gun shooter.
Gamers and fans of the show will really enjoy digging deeper into the Dixon brothers’ past and the game should really appeal to the fans of the show who just want to experience the feel of the show in a different way, but remain core to what they love most.
We’ve been lucky enough to have Norman Weedus (Daryl Dixon) and Michael Rooker (Merle Dixon) working with us on the game, lending us their voices and getting involved in the game – they’ve been tweeting about it.