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Capcom has recently published an interesting piece about the Resident Evil franchise on their Investor Relations website. The “Secret of Success” feature details the publisher’s successes and trials with the iconic seventeen year old series.
The publisher starts by pridefully detailing how the series has remained popular for the past 17 years, and Capcom’s ideas on how to continue to keep the series part of popular culture in the coming years. As expected, a part of this includes marketing.
Within the feature, Capcom identifies the main Resident Evil fanbase as people within their late-30s to 40s. The publisher goes on to detail a bit of their marketing strategy to reach out to new audiences. One of their strategies has been to try and reach a younger audience by carrying out collaborations with fashion magazines (no wonder Leon is so hip). Another being last Halloween’s Halloween Horror Nights at Universal Studios.
The report is filled with Capcom’s ideas on how to keep the series relevant, and I’m sure there’s a few things in there that some fans will not agree with, one being their desire to appeal to a new audience (and not just in terms of marketing) that do not fall under Capcom’s own identified “main user group”. The feature identifies these fans, but then brings up the concern that as the series goes on, these fans will eventually “outgrow” video games altogether, removing themselves as prospective buyers and as fans of the series.
Capcom also boasts how each Resident Evil title has a different development team, which in turn gives each game its own identity – if you ask me, this hasn’t done the series any favors as of late, but sure. While I have listed just a few points worth mentioning, I’d heavily recommend reading the full feature for yourself. It’s quite enlightening if you’re a fan of this series.
[Source, Via Siliconera]
