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 Features
Tour of Chicago Pt. 4: Day 1 Studios
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 Microsoft, Marketing, and Mechs
“Our strategies are kind of ‘go big or stay home,’” States Thorley. “Everything we’re doing is next generation. We’re certainly not doing downloadable games, or anything small like that.”
The studio is best known for the projects they’ve done for Microsoft, namely the MechAssault series. “We average about a million units per SKU,” Thorley says. This track record allows Day 1 to plan with budgets and development lead times, so they can do “what will hopefully be a AAA product.” Thorley views his company as a premium price shop.
MechAssault 2
“Certainly,” Thorley continues, “Microsoft did a good job marketing MechAssault 1. It helped them launch their Live service.” The timing of the release was solid, much stronger than that of MechAssault 2. “We shipped Mech 2 on December 28th. It was originally scheduled for earlier in the fourth quarter, but there was a little title called Halo 2 that had shipped, and they moved it back.”
“But anytime, in any videogame, it’s a partnership,” Thorley adds. “I think in our development, we’re fifty percent of the equation. And the marketing, PR and advertising is the other fifty percent of the equation."
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