Watch_Dogs Live
Publicis Montreal
Situation analysis
Overall assessment
The gaming world is notoriously competitive. As gaming has moved from niche to mainstream, fewer and fewer producers battle for market share, each investing hundreds of millions of dollars in the development of newer and ever-bigger franchises. Marketing investment is focused on a few big titles every year, and focus is on launch – because, like a Hollywood blockbuster, successful launch translates to sale.
But months – not weeks – can pass between launch and release. In 2013, Ubisoft's big bet was Watch_Dogs, an open world action-adventure video game played from a...