Marketing in the News - Spiderman 2 - Drew Bedrin

Marketing in the News: How Insomniac recreated "The Lizard" for Spiderman 2

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Drew Bedrin

10/9/23


Insomniac's long lineage of games is currently leading up to Spiderman 2, and as a huge fan myself I can't wait to play. This long awaited sequel is shaping up to be one of the largest games of the year in all the right ways; one of them being with Insomniacs re-creation of the infamous Lizard.


An article titled "Scaling up in Marvel's Spiderman 2: how Insomniac created a new version of Lizard" sources a quote from Jacinda Chew, a veteran art director at Insomniac. Chew describes the Lizards new look as "leaner, meaner, bigger and greener". Green being one of the larger takeaways. However what was really emphasized was the fact that Insomniac wanted to focus largely on the more reptile side of things. The design team over had actually been sourcing images and studies from real lizards for their concept; and went so far as to adjust his pupil size in real time via light sensory. And of course, you can't forget the shedding of the skin which will also be another feature in the game. 

Whats the VP?

Its clear to see that Insomniac is here to stay as its persistent efforts at bringing triple A titles to your console every half decade. The executives shine a bright light on the Spiderman franchise, and as picky as comic connoisseurs can be, thats no short order. And the attention to detail I mentioned earlier isn't even the finest you'd see.

How is Playstation Keeping Spiderman 2 Relevant?

Heidi Kemps, the writer of this blog delivers an informative, detailed and sourced paper. With the release of Spiderman 2 in just a few weeks, there wouldn't be a better time to share details about a fan favorite character. Getting people excited about your product is what marketing is all about and for playstation, this is a good step forward. Playstation, the console of which Spiderman 2 will be released on is the publisher of this blog; and sharing this attention to detail is exactly what super fans want to see, even if its as little as a blog post.

Playstation's approach is good, I wouldn't say outstanding. If people want to see niche, interesting and cool facts about this upcoming title, they'll surely come across this article. However delivery of such information could be executed better. Instead of posting a blog, playstation could maybe market an add that talks about some of these features in a slick, sort of funny way. Jedi: Survivor, another video game released earlier this year did this well in a short skit format.

An add featuring Mark Hamill and Cameron Monaghan promotes a new star wars game "Jedi: Survivor" via funny quips and short bits. In this add Hamill teaches Monaghan (The protagonist of Jedi: Survivor) questionable tactics and techniques in order to train him for his upcoming game. All the while suggesting new features in the game such as dual lightsabers. Personally, this is how I'd market a game I was interested in. 


Marketing is a tricky thing. Often hit or miss of your not applying the right techniques. I've now learned that insomniac truly cares about the way their seen. Taking time to source orignal comic characters and give them a modern spin is impressive. Insomniacs attention to detail and playstations large clientele, I know that Spiderman 2 will be a hit.  







Spiderman 2 Blog: https://blog.playstation.com/2023/10/12/scaling-up-in-marvels-spider-man-2-how-insomniac-created-a-new-version-of-lizard/

Jedi Survivor add: https://www.youtube.com/watch?v=fZ-CHwwWAxo


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