Which marketing strategy did Ubisoft use to regain their fans’ trust?
To regain trust, Ubisoft implemented a comprehensive strategy focusing on transparency and community engagement. With an open beta, they allowed players to freely access the game, emphasizing that player feedback was vital and would shape the game’s development. This approach of open communication and no-barrier entry reassured players that their voices were heard and valued, starkly contrasting the closed communication of the past.
What was accessible in the beta phase?
1. Experiencing the Leveling System
The beta allowed players to advance up to level 8. This progression offered a taste of the typical RPG growth mechanisms, incorporating skill enhancements and a gear upgrade system that gave a sense of the game’s depth and complexity early on.
2. Adventure Around the Open World Elements
Players were treated to a rich, detailed post-apocalyptic Washington D.C., inviting them to explore, fight, and gather resources. The setting provided not only a visual treat but also a challenging environment filled with dynamic encounters and activities.
3. Checking the First and Side Quest
The beta introduced several narrative-driven missions and side quests, which were crafted to engross players into the storyline and mechanics of the game. These quests were designed to be engaging and rewarding, ensuring players had a strong sense of purpose and progression.
4. Looting Percentages
The looting system was especially robust, with varied percentages linked to different levels and rarity of gear, providing a sample of the depth and excitement of gear collection in the full game.
5. Evaluate the Dark Zone
The Dark Zone, known for its high-stake, PvPvE gameplay, was introduced early in the beta, giving players a glimpse into the risk-reward gameplay and its potential for high-drama encounters.
6. Learn Different Mechanics from the “End Game”
End-game mechanics, including specializations and advanced missions, were previewed to demonstrate the longevity and depth of gameplay waiting beyond the main campaign.
Better than Ever
The Division 2 beta was a robust demonstration of Ubisoft’s commitment to learning from the first game’s missteps. Improved game mechanics, engaging content, and responsive development showed a promising future for the franchise. Fans had every reason to anticipate the full launch, expecting a game not only refined by its past but also expanded for a deeper, more engaging experience.
Overall, the beta phase of The Division 2 effectively restored confidence and built anticipation for its release. Ubisoft’s strategy of open engagement and improvement on criticism gives hope not only for the success of The Division 2 but also serves as a template for future game development.
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