Gauging opportunity for a franchise re-awakening

The Challenge

Our client was considering development of a new title in a previous franchise. Given the large time lapse since the last release, it was important to firstly gauge player appetite for revisiting the franchise, before then understanding how a new title would fit into the current A-RPG market and what it should look like.

Our Approach

A 3-stage approach, combing qual and quant methodologies. Firstly, focus groups were conducted with both previous players of the franchise and newcomers, to explore potential interest in re-visiting the franchise and what elements would be essential to keep or adapt. Stage 2 involved taking a wider look at the A-RPG category through a quantitative survey, using drivers analysis and perceptual mapping to understand various A-RPG IPs in terms of associations and opportunities. The final survey then focussed on the potential new title, surveying both previous franchise fans and newcomers to measure interest and to evaluate the core game elements in order to outline the key ingredients and identity for the new title.

The Outcome

Our research provided the client with a clear understanding of the A-RPG landscape and where the franchise currently sat within this. It also highlighted key brand associations that could be leveraged in the future title, as well as new ones to explore. In terms of the new title, our client was able to assess the validity of moving forward with development, as well as understanding important characteristics to help shape possible development.​