We know that many of our players, retailers and distributors
have wondered about our Star Wars product mix for the past
few years. The following is provided simply as an indication
of what Decipher wanted to do for our customers in the areas
of Marketing and Public Relations, Digital Cards, Star Wars
CCG 2nd Edition and more.
These excerpts are direct quotes from one of many presentations
made by Decipher to Lucasfilm executives (in this case about
18 months ago, in July 2000).
Marketing and Public Relations
"... it's been difficult for us to get Lucasfilm approval
for creative marketing and public relations concepts. Imagine
our frustration at watching our competitors implement concepts
that we proposed years before, only to be turned down..."
"To achieve the success that Lucasfilm and Decipher
desire, the CCG category has to be viewed as a core business
license by Lucasfilm. Ideas that previously would have been
rejected need to be approved... At one time or another Decipher
proposed almost all of the following... For example, Decipher
would love to implement programs such as... "
"• Sweepstakes for walk-on parts (in films)...
visits to the sets, visits to the Ranch, etc.
• World Championship prize support - winners images
used on CCG cards, tour of... sets, trips to the archives,
etc.
• Exclusive George Lucas signature cards...
• Convention support (for example, a Decipher sponsored
satellite feed interview with Rick McCallum during some
conventions).
• In-theater promotions (exclusive card and league
handouts and/or demo decks).
• Computers for schools promotion (for example, for
Young Jedi points).
• Mall tour with Episode II artifacts that bring the
CCG cards to life (for example, an artifact together with
an enormous version of the card it inspired).
• Cards for fast food premiums and league tie-ins at
restaurants."
[Lucasfilm did not approve these programs for Decipher.]
What We Need From Lucasfilm
"One thing is certain... we need Lucasfilm to be our
partner. Without that, we will never reach our goals. We
ask that Lucasfilm..."
"• Think of CCGs as a core category more worthy
of your support and attention.
• ... balance your expectations to the reality of how
the license is performing.
• Provide resources earlier and on-time (film copies,
set access, movie artifacts).
• Eliminate distribution channel restrictions
• Worldwide release dates for our products.
• Include us in any preferential distribution release
dates.
• Don't over license.
• Allow Decipher to be cutting edge instead of keeping
us behind competitors.
• Approve... our marketing programs, particularly the
special programs...
• Assist us with actor appearances at DecipherCon and
mall tour.
• Assist us to implement cross promotion programs with
other licensees (and Lucasfilm)."
Digital Cards
"Decipher can bring a new digital revolution in CCGs
to Lucasfilm now."
"This Fall, we will become the first major CCG company
in the world to launch a digital card site. Digital CCGs
are an exciting part of the future and Decipher is on the
cutting edge of this technology. Our first product will
be the online version of our Star Trek Customizable Card
Game. In addition, Decipher has secured the rights to a
trilogy of major motion pictures for CCGs..."
"So where is Star Wars CCG? Well, when we announced
that we were introducing digital Star Trek CCG first, we
got... letters of complaint from our Star Wars customers
that we were not launching Star Wars... in this form. Of
course, our desire is to serve all our customers. We think
it's important that our Star Wars branded CCGs not be left
behind."
"...There are many reasons for Lucasfilm to approve
this path... not the least of which is growing the player
base, keeping Star Wars CCG on the cutting edge and... perhaps
the most important reason of all... our players want it."
[Lucasfilm did not approve this program for Decipher.]
Star Wars CCG - 2nd Edition
"... Star Wars CCG 2nd Edition (is) a product designed
to take the best of the present and expand into new territory.
By creating a bridge to the entire 2,000 card universe of
Star Wars CCG 1st Edition, Decipher will launch a series
of innovations designed to provide new entry points each
year for the next six years. New players and collectors
will be unencumbered by complexity yet are linked to the
successful brand. ... Imagine one game engine being used
for a broad series of expansions, yet each individual 'story
arc' can play in its own self-contained universe. Each story
arc consists of a primary release and two smaller expansion
sets during its year."
"As a potential customer, if you have never played
Star Wars CCG, you are invited into the universe without
having to purchase 2,000 cards. As a veteran player, you
can both add new cards to your existing collection (because
the cards are ... backward compatible with every Star Wars
card ever made) and get an entirely new 'play environment'
that is pure, story driven and easy to collect."
"2nd Edition Star Wars CCG will launch at the beginning
of the convention season in 2001 with a new league, our
existing tournament structure and all the brand loyalty
Decipher has achieved over the past five years for Star
Wars CCG."
[Lucasfilm did not approve this program for Decipher.]
Conclusion
"Lucasfilm can achieve all its goals for this category
and more by embracing Decipher as a partner and not abandoning
two of the strongest brands and game engines in the CCG
industry. Imagine for a moment that our competitor chose
a strategy of abandoning Magic: The Gathering... It's silly
brand management. Yet Wizards is asking Lucasfilm to do
just that with Star Wars CCG and Young Jedi."
"Our customers feel 'ownership' of these games... In
fact, our customers have nearly a quarter of a billion dollars
invested in our Star Wars CCGs. How can you abandon that?"
[Lucasfilm did not grant the license extension to Decipher.]
