Okay, Onno is not from Red Dead Redemption 2, but from Rockstar Games. This is the developer and publisher of the very biggest game out right now. Not surprisingly, we are eager to introduce Onno Bos to you and ask what is the strategy behind the release of Red Dead Redemption 2:
Can you talk a bit more about the release of Red Dead Redemption 2 and what your role is in this from Rockstar Games?
Red Dead Redemption 2 is the latest game from Rockstar Games and the first game we are making entirely for the current generation of consoles. It is an open world game, which means the player plays an epic story/life of the outlaw Arthur Morgan. What makes our game special is that you can go wherever you want. There is no set path you have to walk.
The entire game feels like a living world and is interactive, so everyone will experience the game in their unique way. Set in the end times of the Wild West, Arthur is part of one of the last gangs still trying to survive.
I myself am Head of Marketing & Communications and ultimately responsible for the entire marketing and PR campaign in the Benelux. Of course I cannot take all the credit because without my colleague Jorn Wisman this would never have succeeded. We do the entire Benelux with the two of us and with such a large release that is a huge job.
The game has been out since last week. How is it doing now? What strategy are you keeping to make this a success?
We are now in the aftermath and sales are going super well. We've also had a lot of publicity, including a lot of perfect reviews which are very welcome at such an early stage. For us it is very important to reach the hardcore gamers first and then go wider and wider. Before the game came out we started with a lot of PR. Then we started doing more and more marketing as we got closer to the release. Now, around and after the release we do a short but fierce campaign on popular and major media.
How does Stroom help achieve this objective?
Stroom is busy with purchasing, booking and making sure all materials are delivered on time. But above all, they support us tremendously with ideas, insights and are an excellent sounding board. It is very pleasant to work with Stroom for so many years now. They know exactly what we want and expect and therefore think along with us. Also in this campaign we could count on them day and night, thank you!
Finally, will Red Dead Redemption 2 be your all-time favorite or do you secretly have another favorite?
That's what it looks like. I am still working on the game myself, but by now, because of the PR we have done, I know what to expect. The game is great to play and experience. It is a game to completely surrender to and get dragged into the story.