STAR TREK DEEP SPACE NINE: THE FALLEN

POSITIONING DOCUMENT AND MARKETING SUPPORT 

Table of Contents

• Set Up
• Product Overview
• Product Summary
• Key Features
• Positioning
• Target Demographics
• How It Differs From the Competition
• Rationale for Launching This Product
• Star Trek Background
• Consumer Awareness for Star Trek
• Packaging Strategy
• Channel Marketing Strategy
• Publicity and Promotion Exposure
• Promotion Partners
• Promotional Materials
• Promotional Product Description
• Advertising
• Key Dates

Set Up

Minimum Windows® System Requirements:
Windows® 95/98/NT/2000
233 MHz Pentium ® II
Direct X 7.0 or higher (included on disc)
64 MB RAM
100 MB Hard Drive Space
CD-ROM Drive
PCI local Bus Video Card
Windows 95-compatible sound card

Minimum Macintosh® ™ System Requirements:
200 Mhz Power PC 604
64 MB RAM
100 MB Hard Drive space
Mac® OS 8 or Higher
CD-ROM Drive
PC ISBN:          0-671-57663-1       UPC: 0-76714-57663-6
MAC ISBN:     0-7435-0346-5        UPC: 0-76714-50346-5
Case Pack Quantity: 12
Box Size: 8 ¾” x 10 ¼” x 2 ¼”
Carton Size: 18 ½” x 21 ½” x 14 ½ “

Product Overview

A harrowing 3-D action/adventure.  The Fallen is Star Trek brought to life on your PC the way you’ve always hoped for. Playing as Sisko, Kira or Worf, you must race to find the ancient Red Orbs that hold the key to the Final Reckoning – and the destruction of the universe.

Product Summary

In this Deep Space Nine 3rd-person action/adventure game, the race is on to find the three lost red orbs of the Pah-wraiths. The Cardassians, the Dominion and the Bajorans - plus a mysterious race of terrifying aliens known only as the Grigari - are all vying for control of these orbs. The Federation believes that whoever controls all three orbs may have the power to destroy the universe as we know it, and so it’s up to you - playing as either Captain Sisko, Major Kira or Lt. Commander Worf - to find them first. Fueled by a dazzlingly modified version of the award-winning Unreal™ Tournament game engine, and featuring the talented voices of the TV show’s stars, The Fallen fleshes out the world of Star Trek® in ways you could only dream about, until now.       

Key Features

·         Energized by an enhanced version of the revolutionary Unreal™ Tournament engine, The Fallen places the player at the heart of an exhilarating 3-D adventure.

·         A sophisticated camera system takes third-person perspective gaming to a higher plane, whether in close quarters or wide-open expanses.

·         A custom-designed inverse kinematics and bones animation system provides fluid character movements and ambulatory dexterity, while a revolutionary facial animation system enables real-time lip-syncing and heightened dramatic interaction between characters.

·         Officially sanctioned by Paramount, The Fallen’s digital cast will be brought to life with the actual voices of Deep Space Nine’s cast.

·         More than 10 new weapons, Federation issue and beyond, all with multiple firing modes.

·         Highly detailed architecture and intricate lighting techniques provide cinematic ambiance and mood.  Each of the three character-paths features over 10 levels of gameplay across 40 unique, detailed maps, transporting the player through rich, photo-realistic environments never before seen in any Star Trek® episode or motion picture.

·         Opposition will come from more than 25 alien species, including an all-new race of bio-analogous creatures known as the Grigari.

Positioning

Raiders of the Lost Ark Meets Star Trek! or Tomb Raider Meets Star Trek!  TREK RAIDER!

Fastidiously developed with a deep, rich story line true to the Star Trek license, Star Trek: DS9 -The Fallen,  has been designed to appeal not only to Star Trek fans, but to cross over as well to hard core gamers who will not be penalized because they don’t know Star Trek mythology.

“A stunning accomplishment…establishing the standard for the next generation of games.”

–         Adrenaline Vault

Nominated for Best Action Game of the Year by Computer Gaming World

Target Demographic

·         Star Trek fans

·         Unreal fans and Unreal Tournament fans

·         Gamers

·         Sci-fi fans

How It Differs From the Competition

·         Developed by The Collective of Laguna Beach, California, The Fallen takes 3-D action gaming to a new level.  This dedicated crew is fueled with a passion for quality gaming and a relentless demand for detail and authenticity.  The result is a product of astounding depth and richness.  Seasoned game designers Richard Hare, Douglas Hare and Gary Priest have assembled a world-class team of programmers, artists and designers.

·         Game uses the revolutionary UNREAL™ TOURNAMENT engine with a host of enhancements:

·         A completely original inverse kinematics and bones animation system

·         The most advanced, most intuitive, most cinematic and naturalistic third person camera system ever implemented.

Competitive Category Sales

Rationale for Launching This Product

·         To create a game which went beyond the Star Trek fan base and appealed to gamers

·         To take a major entertainment property and properly design a game around it.

·         To take the success we had with the Star Trek reference license and  expand the license to include a AAA gaming title.

·         Since its premiere in January 1993, DS9 has ranked among the top ten hour-long series on television.

·         The series is syndicated in over 208 US markets in over 99% of the country and in 76 foreign countries worldwide.

Star Trek Background

Created and produced by Gene Roddenberry, The first Star Trekä television episode aired on September 8, 1966.  Since that time, Star Trek has grown into one of the licensing industry's most enduring and broad-based properties.  Sales of Star Trek products have totaled over $3.5 billion at retail since the first product debuted, and there are now over 200 official Star Trek licensees worldwide.  Department stores, mass merchants and specialty stores nationwide enjoy consistent sales of Star Trek-related toys, gifts and collectibles, computer and video games, novelizations, magazines, posters and apparel. To date, more than 550 hours of original Star Trek programming exists, including the classic Star Trek television series, the three subsequent series, and nine feature films.  Star Trek is seen in over 100 countries, and has been translated into dozens of languages. 

Consumer Awareness for Star Trek

·         Star Trek still proves to be one of television’s most potent and viable franchises.

·         Star Trek is seen in more than 100 countries and has been translated into more than a dozen languages.

·         There are more than 400 hours of Star Trek episodes in the can and ten feature films

·         Star Trek: Deep Space Nine debuted in January 1993 as the highest-rated series premier in syndication history.  More than 34 million viewers tuned in.

·         Star Trek conventions are held every weekend of every year in at least four different US cities, attracting over 300,000 fans.  Worldwide, Star Trek has millions of fans and has spawned over 500 fan publications.

·         “Trekkies”, now called “Trekkers” are the only fans listed by name in the Oxford English Dictionary, and those legendary words, “Beam me up, Scotty” appear in Bartlett’s Familiar Quotations.

·         The first U.S. Space shuttle, the "Enterprise," was given its name after NASA received over 400,000 requests from Star Trek fans

·         The original television series remains the single most successful show in syndication history.

There have been over 25 million Star Trek home video cassettes sold, including all 79

      episodes of the original series.

Packaging Strategy

·         High impact

·         Brand recognizable

Channel Marketing Strategy

Primary Sales Channels: Core distribution in mass, clubs and superstores

Alternative Channels: Online sales opportunities; Viral and Guerilla Marketing

Promotional Opportunities: Possible Cross-promotions with Mars’ Snickers candy, radio, cross promotion with Star Trek books

Publicity and Promotion Exposure

Special Review Mailing

·         Demo’s to 4 major print media groups

·         Beta copies to all major gaming sites and magazines along with brochures

National Review Mailing

More than 300 review mailings to newspapers, television, radio and on-line sites

·         Beta mailing to key game and software pubs

·         Final product mailing to all game and PC pubs, news and entertainment TV & radio, all on-line review media

Game Demo Distribution

·         1^st game demo premiered on cover of PC Gamer demo disc in September (700,000 circ.)

·         1^st game demo on cover of Computer Games Magazine November (500,000 circ.)

·         1^st game demo on all major gaming sites

·         Featured title on cover disc of PC Zone (UK magazine) October issue

·         Promotional Road Show through San Francisco – preview to all major gaming sites

·         2^nd game demo to coincide with initial product ship

National Sample Mailing

·         Demo disc on cover of Family PC September and December Issues (800,000 issues per month) with option to buy using UNILOC technology

·         Demo disc on cover of PC Magazine November, December and January  with option to buy using UNILOC technology

·         Demo disc on cover of  PC Gamer August and September issues with circulation of 1.25 million each month

On-Line and Radio

·         Satellite Press Tour including European Press

·         Major Game Sites (IGN, Gamespot, Adrenaline Vault, etc) to feature game

·         Simon Says banner

·         On-Line give-aways and contests with key gamer sites

·         Viral Marketing Campaign

·         On Line chats

·         ST DS9 The Fallen will launch its exclusive site http://www.ds9thfallen.com at E3 May,2000

·         Site will be maintained by The Collective and feature stage-by-stage developments in the games progress leading up to release; news about the game; new and revised screenshots, on-line chats between developers and Star Trek community and technical support information.

·         Screenshots and short movies on website

·         Give-aways on pop AM/FM stations in top 15 markets

·         Affiliate Promotion Program with major game sites (IGN, Gamespot, Adrenaline Vault, etc)

·         Banner ads

·         Online giveaways (Fandom, etc)

·         Email aggregation program

·         Christmas Ecard

·         Add 2 Phone Promotion and marketing campaign

·         Chat

·         Message Boards (featured game site, Simon Says and affiliate sites)

·         Weekly newsletter (News, hints and promotions)

·         Ecommerce

Oversize Boxes

·         5000 oversize boxes created for channel support

Cross Promotion with 3dfx

·         on 250,000 of their boxes and on their website

Promotion Partners

Apple

3dfx

Intel

Pocket Books

Creative Labs

Logitech

Promotional Materials

Over-size boxes

·         Large display boxes can be made available to place in stores and will be sent out in press mailings

Floor Displays

Vertical floor displays can be made available

·         4 facings (8-12 pieces)

·         custom header and/or shroud

·         foot-print with just the header (18”)

·         foot-print with shroud estimated at (36”)

In-Store Video

·         VHS and BETA versions of game trailer are available

Promotional Product Descriptions

50 Word Description:

A harrowing 3-D action/adventure.  The Fallen is Star Trek brought to life on your PC the way you’ve always hoped for.  Playing as Sisko, Kira or Worf, you must race to find the ancient Red Orbs that hold the key to the Final Reckoning – and the destruction of the universe.

25 Word Description:

A harrowing 3-D action/adventure game. The Fallen is Star Trek brought to life on your PC the way you’ve always dreamed of.

10 Word Description:

Genre-defining 3-D action/adventure game in the Star Trek universe.

Advertising

Consumer Print

·         PC Gamer 4 page gatefold (July Issue)

·         Computer Games 4 page inside cover gatefold (July issue)

·         Computer Games Fall Preview Guide inside cover gatefold (June-September)

·         PC Gamer full page Sept., Oct., Nov.

·         CGW full page Sept., Oct., Nov

·         Star Trek The Magazine Sept.

Trade Print

·         GameWeek (May/E3 Issue)

·         Games Business (May/E3 Issue)

·         E3 Show Daily

·         GameWeek ½ page Sept., Oct.

·         Games Business ½ page Sept., Oct.

Key Dates

May 11-13 E3 Trade Show

·         Simon & Schuster Interactive to feature PC version

·         Nana Visitor (KIRA from Star Trek Deep Space Nine) will be present to sign box flats

·         Two stations in the Star Trek booth in front of the West Hall will grant public access to the game

·         Press interviews with all major electronic and entertainment media

May 16 Web Site Live

·         WWW.ds9thefallen.com live with up-date on game

·         Potential first chat with developers and key game personnel

July 14 Special Review Mailing

·         Demo copies sent to 4 major magazine reviewers

July 15 PC Gamer

·         Sample CD on cover of August Issue

August 1 Mailing to Select Reviewers

·         Beta mailing to all major gaming sites and magazines

August 15 Uniloc Program Begins

·         Demo CD on covers of Family PC (800,000 issues each month) September, October and November issues and PC Magazine November, December and January Issues

August 15 PC Gamer September issue out

·         Demo CD on cover of PC Gamer September Issue (circ. Of 1.25 million)

September 15 Gold Master Date

·         Gold masters for both MAC and WINDOWS versions of The Fallen will be finished

September 15 Nationwide Review Mailing

·         More than 300 review copies to all entertainment and electronic news media

September 15 PC Gamer October issue out

·         Demo CD on cover of PC Gamer October Issue (circ. of 1.25 million)

September 19 Street Date

·         All accounts should have inventory

STAR TREK DEEP SPACE NINE: THE FALLEN