INNOVATING IN-GAME

MUSIC SALES WITH

STRATEGIC PARTNERS TO

DRIVE ATTENTION AND EXCITEMENT

Strategic Brand Growth & Innovation

As a Brand Manager, I championed and concerted the integration of key strategic music download partners tied to a novel music download feature within the gameplay of Grand Theft Auto IV. Known as ” the feature allowed players to tag and purchase real-world music tracks heard during gameplay on various radio stations directly through an in-game mobile phone interface. This integration was designed to enhance the game's immersive experience and create a new revenue stream by tapping into the game's vast user base.

The development and launch of this feature involved strategic planning with major industry players, including Amazon for the backend music sales and various record labels for licensing agreements to ensure a seamless integration that maintained the game's high standards of quality and player engagement.
The effectiveness of the strategy became evident as we leveraged both digital and traditional media outlets, creating a buzz that effectively reached our diverse audience of gamers and music enthusiasts alike.
The launch of Grand Theft Auto IV was met with unprecedented success. The music download feature received widespread critical acclaim for its innovation and ease of use. Reviews often highlighted the feature as a significant evolution in how music could be integrated and monetized within video games. To date, the feature is still requested in future iterations of Grand Theft Auto.
Campaign Strategy, Social Media Strategy, Creative Ideation