Shoot-em-ups are a popular genre in video games. But Ubisoft wanted to make a “chop-em-up” melee game, and it had to think hard about how to create a new brand and a new kind of game with its launch of For Honor.
The responsibility for this task fell to the only marketing guy on the initial For Honor team. Luc Duchaine was the brand director of For Honor, the sword fighting game that debuted earlier this year. He gave a post-mortem talk at the 2017 Montreal International Game Summit (MIGS 17) about creating a new brand and intellectual property, which is something that Ubisoft does on a regular basis. But Ubisoft often stands alone in that expertise, as creating brand new triple-A games is increasingly rare.
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