Halo Reach study

Reach takes place in a futuristic science fiction setting during the year 2552, shortly before the events of the 2001 video game Halo: Combat Evolved. Humans, under the rule of the United Nations Space Command, have been waging a long war against a collective of alien races known as the Covenant. By the events of Reach, almost all of humanity's interstellar colonies have fallen. Reach itself is an Earthlike colony that serves as the UNSC's main military hub. In addition to the military presence, the colony is home to over 700 million civilians.
Halo: Reach is a first person shooter game which has been developed by Bungie and published by Microsoft Games Studios. The game has been produced for the Xbox 360 console and is stereotypically based for a male interest, this game has a cross over of genres including action and adventure, science fiction and war. The main audience type for this game is the explorer or the need for self actualization under Maslows hierachy of needs.


Microsoft planned its biggest ever marketing scheme for the game, costing more that 6.5 million American dollars. The focus of the marketing was to connect with the consumers via universal themes, and to bring a bigger audience to Reach than previous Halo games. The campaign kicked off with a short memorable television ad called "birth of Spartan" and was soon followed by merchandise sold all over the World. Square Enix's Play Arts toy label created additional 5" figures sold in many toy shops, Reach was released Tuesday 14th September local time in 25 countries. Tens of thousands of shops signed up for midnight launch events, with sponsored events taking place in London, Oslo, Stockholm, and New York.