14 DAY TRIAL // The launch of Destiny, the new video game from Bungie, was important enough for platform holder Microsoft to try and attract some attention by using a bit of clever guerrilla marketing, with a website for a fake fragrance that was supposedly based on the game which then showed gamers how they could purchase Xbox One home consoles.
The company was unable to directly advertise the fact that Destiny was offered on its current-gen platform because of a bigger deal between publisher Activision and Sony, which aims to link the coming first-person shooter with the PlayStation 4.
Now the website for the fake fragrance has been redesigned eliminating any reference to it or to the video game and only talks about the great video game experiences that can be obtained on the Xbox One, with no direct link to Destiny.
Apparently, a number of print ads which use the concept that was also showed on the site are still present in some magazines in the United Kingdom and they will probably be impossible to remove.
The change was made after Activision contacted Microsoft, apparently, and explained that its deal with Sony would not allow for such marketing moves.
Destiny is a huge launch
The new title from Bungie, which aims to mix classic first-person shooter elements with mechanics taken from role-playing games and massive multiplayer online titles, is one of the biggest launches of the fall season.
The game will be offered on the PlayStation 4, the PS3, the Xbox One and the older 360, but at the moment, most marketing is tying the experience to Sony platforms.
It’s unclear whether Microsoft will be able to market the association with its own platforms at a later date or whether the company will have to focus on its own exclusive games, like Sunset Overdrive.
The PlayStation 4 deal
Sony and Bungie are working together to deliver exclusive content for the PlayStation 4 and the PS3 versions of the game, which will include a special ride and an area that cannot be accessed by other players.
They will be offered on the Xbox One and the 360 after about one year.
At the moment, Bungie is also working on a full downloadable content package, called The Dark Below, which will be offered on all devices before the end of the year.
Until then, the company needs to make sure that the coming launch is as smooth as possible and manages to fulfil the huge expectations of the player base.
