Let’s cut to brass tacks Gearbox. Battleborn doesn’t seem to getting a good rep. Partially it’s a problem with the lack of focus of the marketing team over at 2K and another part is that it is being, unfairly in my opinion, overshadowed by the Overwatch hypepocalypse and the rabid fanbase surrounding it shouting at the competition and everyone with a dissenting opinion.
So here are my quick suggestions on what you can do to ameliorate the situation at hand.
1)The guys at marketing need a slap in the face and then to up their game
They had one job and that was to deliver to the consumer a focused vision of what this game actually is. That didn’t turn out so well. That ship has come and gone so let’s go to what you can do if you manage to get another marketing push in the year ahead.
An indication that the guys at marketing were asleep at the help is with the VERY late announcement of that tag line "You were born for this"
A good tagline that sadly wasn’t used until the very late stages of release. So what you can now do with that is keep up the vein of your commercials but instead, try to find celebrities that can help promote it in the vein of Blizzards old wow commercials which are admittedly excellent. https://www.youtube.com/watch?v=mT8maUTzE48
Get Jensen Ackles, Grant Gustin or even Eminem if you want to shoot for the stars. Just try to get some star power to help promote this game. Use that tagline to your advantage. That EVERYONE can be become a badass. That everyone wants to get in on this.
2)Your art team needs to help create an incentive for fan creations.
We’re talking silly comics, pinups, crossovers, absolutely anything that can get the more artistically minded to care enough to create their own stuff and subsequently cause others to join in on the fun.
3)Battleplans need to be even more open than what they are.
The idea is good and and it keeps the the community in the know but more information and ETA on certain future developments would be ideal
4)You need to lower the price tag and STICK to it
This is probably the most important move you can make. It is not enough to simply lower the price point and let it speak for itself. You need to COMMIT to that price. Go balls out in announcing it to the world. Do not make it seem like an act of utter desperation and cowardness. Be brave and get the message out that potential buyers are getting an extraordinarily good value out of the game they are purchasing. Put it on billboards, gamestop windows shops.
Give the people who played the game first some extra goodies that will be available just for them in order to make them feel special. Call it the Battleborn for Glory initiative and charge 20 bucks for the game if you want to go utterly nuts about it. Just make sure the world knows that the lowered price tag simply means a better bargain for new players and not admitting defeat