INTRO At Fantasy Flight Games, we are thrilled to make many of the games that your customers know and love, including our popular line of Star Wars games. As many of you know, we re about to launch the latest game in that lineup, Star Wars: Destiny. Combining elegant rules with deep and immersive gameplay, Star Wars: Destiny invites you to gather a team of iconic characters from across the Star Wars saga and battle your opponent for dominance. It s one of our most exciting releases ever, and we re going to great lengths to make it a successful launch. From our announcement at Gen Con to the pre-release events happening in the next week, our Marketing team has been hard at work creating a best-in-class marketing plan to build hype and spur demand for Star Wars: Destiny. And this passionate commitment to our game won t stop at launch we have plans to continue promoting and supporting this title that reach far into next year. I would like to share some of our efforts with you here, to let you know what we re doing to make this a successful product for you at retail. I can safely say that we are putting more marketing behind this game than any other FFG title before it. We hope you agree that this is a fantastic opportunity to provide your players with the Star Wars experience they ve been looking for. Best Regards, Aaron Elliott Vice President of Marketing
ADVERTISING Our marketing strategy begins with a robust advertising plan for Star Wars: Destiny. In October, Star Wars: Destiny formed the cover story of Game Trade Magazine s landmark 200th issue. We are running full-page ads in the Marvel Comics Star Wars books in November and December, as well as full-page ads coming in Star Wars Insider and Starburst Magazine. And of course, we have online ads running on BoardGameGeek.com and other sites. Our advertising strategy is driven by our desire to not just hit the core gamer audience, but to expand outward to capture Star Wars fans and even broad entertainment enthusiasts. We will continue our advertising throughout 2017 as well. In fact, we re working on a promo card insert for the first Star Wars Insider of next year.
CATALOGS Star Wars: Destiny graces the cover of our Winter 2016 catalog, which will be mailed out to 12,000 customers in mid-november and will be inserted into all FFG products going forward. We are also shipping a stack of bi-fold brochures to every retailer in the United States. These brochures are filled with information about the game and its key selling points, giving you the tools you need to speak knowledgeably about the game or you can give the brochure to your customers.
WEB As you may know, the Fantasy Flight Games website receives millions of pageviews from around the world every month. It is the main hub of information for FFG products, with a very active and enthusiastic user base that regularly congregates in our community forums. For Star Wars: Destiny, we have already published over ten articles, with five more coming before launch. Post-launch, we are going to maintain a regular cadence of strategy articles and features aimed at various types of users, from deck-building tutorials for beginners to more in-depth strategy discussions. We ll even have guest writers pop in from time to time to share their tips and tricks as well. We ll be keeping a steady flow of website content on Star Wars: Destiny up to the launch, through 2017, and beyond. We have also partnered with Team Covenant to create strategy articles and videos supporting Star Wars: Destiny. Team Covenant has a strong following, spanning competitive and casual players, and we re doing everything we can to support and promote their content in their channels to broaden our reach.
FACEBOOK SOCIAL We have been investing a lot of time and resources into growing our social media footprint, leading to one of the most engaged fan bases in the tabletop industry. To date, we have made more than two dozen posts about Star Wars: Destiny on Facebook, Twitter, and Instagram. We are also spending money to boost many of those posts, ensuring that they are seen by an audience wider than just our own fans. We have also created two trailers for Star Wars: Destiny the initial announcement trailer, and coming soon, the full gameplay tutorial. TWITTER In the near future, we have some great ideas for social media contests and activations. Look for us to make a lot more noise in social leading up to launch we have tons of great content to share! We ll continue posting (and boosting) about Star Wars: Destiny on a weekly basis well beyond the launch of the game. VIDEOS
DEMOS A key part of our marketing strategy for Star Wars: Destiny is to bring it out and run demos at numerous events, including Gen Con Indy 2016, PAX West, GeekGirlCon, and more. We demoed Star Wars: Destiny over 600 times during our World Championships weekend, and we will take it to BGG Con in early November. Post-launch, we have plans to take Star Wars: Destiny to even more cons and events, including PAX South, PAX East, Star Wars Celebration, and more.
ORGANIZED PLAY Star Wars: Destiny will also receive the full support of our Organized Play team. A series of quarterly tournament kits with instructions and prizes for up to sixteen players will begin in January of 2017, giving you the tools to draw players into your store for your own events. Star Wars: Destiny will also be entering the competitive circuit, beginning with the first Star Wars FFG World Championships in May 2017. Store Championships, Regional Championships, and National Championships will all follow in coming weeks, ushering Star Wars: Destiny into our tournament season.
EVENTS In order to build hype and create more excitement at launch, we chose to create a very special Preview Event taking place at the Fantasy Flight Games Center on November 11th. We invested a lot of resources in making this a unique, one-of-a-kind event, but the event s main objective is to get people into their local game store for the Pre-Release events the following weekend. As part of our strategy to build excitement for launch, we also created a Pre-Release event kit for retailers around the world, inviting them to stage events on November 18-20. This kit gives players the unparalleled opportunity to be the first owners of Star Wars: Destiny, along with gaining some exclusive promo items. Together, these Pre-Release events create a unique, blockbuster feel for Star Wars: Destiny, driving gamers into your stores from Day 1.
PR & PROMOTION We ve been working closely with StarWars.com, the Star Wars social media team, and the producers of the Star Wars Show to secure coverage for Star Wars: Destiny in all of their channels. These are big opportunities, since these properties have an incredible reach. The Star Wars: Destiny Preview Event was covered by both StarWars.com and Star Wars social, as well as the Star Wars Show itself. Star Wars: Destiny will also be featured on the new Star Wars Instagram page at launch. Across the board, we ve sent out more copies of Star Wars: Destiny to reviewers, bloggers, and video bloggers than any other recent FFG title.
THANK YOU FOR YOUR SUPPORT