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Urban Saturation.

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Objective

With the release of Portal 2, Valve engaged Gibson Media’s help to reach a community that was  highly anticipating a sequel to the beloved Portal game. Critics worried that a sequel had a high potential to flop, or not do the original title justice.

Strategy

While reaching hard core gamers was key, expansionary segments were necessary to make a profit.  Since Portal 2 was rated E for everyone, this allowed us too expand our age demo and target mothers and teens as well.  Advertising focused on areas where teenagers and kids aggregate; malls and schools as well as highly visible/high traffic areas. 

Unlike Valve’s previous titles that appeal to the hardcore male gamer, Portal 2 is a lighter, humorous game that appeals to both casual and hardcore gamers alike.

Result

Gibson Media helped Portal 2 reach the North American and European markets  through a wide variety of advertising tactics to help this title exceed its sales goals. It was the best-selling game in the US and the UK the first week of its release and retained its top spot in the UK during its second week.

“Valve Corporation has announced that Portal 2 has sold more than 4 million copies across consoles and PCs.”
— GAMESUTRA

Given the UK landscape, one goal in this market was to broaden the universe to the casual gamer and nail people on foot.

From interactive displays and station dominations to eye-catching bulletins and endless street furniture, we pummeled the streets of UK to reach our target and create buzz in the gaming community.

Portal 2 received universal praise and was ranked among the top games of 2011. It won “Ultimate Game of the Year” at the 2011 Golden Joystick Awards and was named Games of the Year by various journalists.

The release of Portal 2...
Voted the Best PC Game of the Year
— USA Today