$500 Million and Destiny

Since the day Destiny hints were first discovered in HALO 3: ODST years ago, then sprinkled throughout numerous Bungie presentations, to the first public leaks in late 2012 I was hooked. The concept of a persistent open-world shooter by the makers of Halo was a dream come true. Having played both the Alpha & Beta versions and on the eve of the official release I wanted to take a look at the marketing efforts leading up to the worldwide release.

Destiny easter egg hidden in Halo 3: ODST highlighting the “traveler”

Destiny + ODST

Certain outlets are claiming there will be up to 10 million players day one and I will definitely be one. Every gamer I have talked to recently knows of the impending release. Over 4.5 million of us played the beta and there have been discussions about which of the 3 character classes they will align with, who has the best pre-order incents (Hint: It’s GameStop) and which gamemodes are going to occupy our time.

Screenshot 2014-09-08 15.05.43

One of the key areas of growth in gamer numbers is the fact that Destiny is rated T for Teen vs. M for Mature. This opens up the market and for parents like myself who are hesitant to let their kids play M rated titles, Activision will get double the revenue from my household this time around.

When I fire up my Xbox One I will think back to my beta experience and prepare for what lies ahead across uncharted planets. This is an exciting moment in next gen gaming as not since TitanFall launched in March of this year has there been a true AAA shooter release that was developed specifically to push the next gen hardware.

Ready to take the experience from beta to full release

Photo Jul 27, 5 18 29 PM

One of the key elements beyond word of mouth and the reputation of bungie has been the persistent presence of Destiny through the whopping $500 million in marketing spend that Activision had earmarked for the promotion of the game. This rivals the biggest of Hollywood blockbusters as game launches have taken on AAA treatment.

From the “Sharing” spot that launched around the time of the Titanfall launch


To the most recent live-action commercial shot by TRON: Legacy & Oblivion director Joseph Kosinski which has already garnered almost 6 million views at the time of this post.


The game is receiving a boost to attract mainstream and hard core fans alike with traditional and socially centric activations including a first of it’s kind collaboration with Google which allowed for Google Street view maps of the worlds in Destiny.


Destiny has also received a special collectors edition of Newsweek to celebrate the launch

Newsweek Destiny

Destiny is already trending on Twitter and tomorrow the hype will turn into action and I am predicting Destiny will break the previous sales records for a new franchise launch. And if any team can pull it off it’s Activision & their partner Step 3 PR.

Screenshot 2014-09-08 15.23.27

The last Call of Duty Black hit $1 billion in one day sales and at the time was the largest entertainment launch in history. I fully expect Destiny to break new franchise records ($500 Million) and foresee a healthy return for Activision on their 10 year relationship with Bungie.

Tomorrow it will be time to #Becomelegend. You will find me roaming the Xbox One galaxy as TheBlackFin.

Follow Tom Edwards on Twitter @BlackFin360

BlackFin360

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