Injustice 2

and Why You Should Buy It

Research By:
Drew Dickes
Donald Tipton
Hallee Haar
Jessica Galvin
Rebecca Lewis
 Visuals are incredible due to the Mortal Combat X
engine which is the most up-to-date fighting game
engine in the industry. (Bonthuys, 2016).

Winner of the 2017 Best Fighting Game award from

IGN (Warner Bros., 2017).

A mobile version of the

game released days
before the console
version for Playstation 4
Gameplay is and XBOX ONE (Pereira,
enhanced by a 2017).
completely original
soundtrack record-
ed for the game
(Various Artists,
2017).

A PC version was launched for PC along with the mobile and

console versions (Wilde, 2017)
 Marketing Research Report
Injustice 2
By: Hallee Haar, Drew Dickes, Rebecca Lewis, Jessica Galvin, & Donald Tipton
Creative Writing
Professor Hrenchir

1
 Executive Summary

What is most important about a gaming studio is in the end the product. With this research we

discovered that NetherRealm is more than just a piece of Warner Bros., it is quite important. With the

merging or these two major entities, the world was provided with 2 of the most fanatical games in the last

10 years; Mortal Kombat X and Injustice: Gods Among Us. With the release of these two games the

industry was taken back to a place of nostalgia with Mortal Kombat, and the fanboy to the basement with

Injustice.

The bar had been already set, with a great release of the first, but the sequel created fanfare for

more than just DC Comic fans. It became great because of the combinations, and weapons and powerful

combinations. Research is not difficult to find about the game itself but finding information about the

company NetherRealm is another story. The company is not hidden, but the site is interactive in the sense

that it leads consumers to what they want to see, not the company itself. A fascinating strategy.

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Table of Contents

I. Industry Overview 4

II. Company Overview 5

III. Product Overview 8

IV. Product Features & Benefits 9

V. Direct & Indirect Competitors 11

VI. Product Advertising 13

VII. The Future of Injustice 2 14

VIII. References 15

3
 Industry Overview

Since gaming has been a influential part of the industry, players have always pinned for

more. Players demand more from the industry, and because of that demand, the industry tries to

provide. Finding a path through social gaming seems to have helped the industry become viable

again. More companies are looking to enhance the experience of the player. Ensuring that the

player have access to others whether it be around the corner or across the world. The gaming

industry has made leaps and bounds, in bringing players together.

NetherRealm is a company leading the pack in this field. Especially when it comes to the

world of fighting games. Modeling their games using similar a model; blood, violence, prizes,

and hidden characters. This has been key to the younger demographic that make up a majority of

the gaming market.

4
 Company Overview

According to GiantBomb, NetherRealm was founded in 2010 when Midway Games filed

for bankruptcy (Giantbomb.com, 2017). Since then the company has been responsible for some

of the most intense fighting game in the industry. Known mostly for DC’s Injustice games and

the reemergence of Mortal Kombat, this company is responsible for bringing fighting games

back into limelight.

As a part of Warner Bros studios, NetherRealm has taken the helm on gaming especially

when it comes to these two properties. Bringing in familiar characters to the forefront. Characters

like Kung Lau and Johnny Cage from Mortal Kombat beloved for more than twenty years and

the introduction of famous DC characters like Batman, Flash, & Superman bring together a

fantastic gaming experience (NetherRealm, 2018).

Released in 1991, “Mortal Kombat” shocked the video game industry (The Iris). The

game was bloody and edgy with over the top gore in every battle. The game was released by a

company known as “Midway Games” (The Iris). The franchise quickly took off and spawned

multiple sequels. This continued until 2009 when the company filed bankruptcy and was bought

by “Warner Bros” (The Iris).

The company changed the name to “NetherRealm Studios” in honor of the “Nether

Realm” which was a featured location in the “Mortal Kombat” series (The Iris). The first game

made by the new studios was “Mortal Kombat 9” (The Iris). Since then, the studio has released

“Injustice,” “Mortal Kombat X,” and “Injustice 2” (NetherRealm Studios). The studio has also

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released mobile versions of “Injustice” and “Mortal Kombat X” as well as mobile game called

“Batman Arkham City Lockdown” (NetherRealm Studios).

The financial results of “NetherRealm Studios” are under “Time Warner Inc..” since they

are owned by the studio (Business Wire). In 2017 “Time Warner Inc.” has a profit increase of

7%, earning $31.3 million (Business Wire). The company spends more money on their movie

production, specifically anything related to DC Comics (Business Wire). They spend the least

amount on their corporate offices (Business Wire).

Since the studio is under the umbrella of “Time Warner Inc..” its SWAT Analysis is

under the company like the financial results. The biggest strengths of the company include their

financial stability, 8000 employees, and their strong legacy since 1923 (MBA Skool). Their

biggest weaknesses are the fickleness of the movie/video game industry and their high attention

in the media (MBA Skool).

NetherRealm is an American Chicago-based video game company. Its industry, Motion

Picture and Video Production, had undergone successful profit rates in the last two to three

years, boosting its reputation and image. Although, in the last three years, the industry’s net

profit has slightly increased from twenty-four to twenty-five percent, rough net altercations in the

company’s sales has caused the net profit to decrease on the last year. These altercations are due

to the inconsistency of bettered content that the company has soon to release, and controversy of

copied works from other companies.

Besides the controversy of the industry, there are exciting events that the company has

forecasted for the future. Currently, the industry is making a mark to produce higher quality

content in games and production and talk of Injustice 2 receiving ‘more DLC’ is spreading

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across the nation, engrossing the lot of NetherRealm fans (Injustice Incomings). NetherRealm

has always had competition in its ranks. Consumer spending drives demand for most companies.

The profit of NetherRealm stems from its creativity, marketing, and distribution.

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 Product Overview

Initially released in the United States May 2017 this game hit the market and ran

(GearNuke.com, 2017). With an upgrade to the formatting and the introduction of new fighting

styles, this game became an instant success. NetherRealm used the fan base and comic book

influences to continue a story line that started in Injustice: Gods Among Us. NetherRealm made

it a point to find a way to keep fans engaged with the game. Fighting the idea of fatigue,

NetherRealm sought to have characters gain items, money and costumes through continuous

play.

Players can battle through alternate worlds and realities. With each success, players are

allotted points, or fashion accessories that change their strength and fighting ability. Each player

has the goal of becoming the best version of their character. Leveling up to be the best fighter.

Sections of the game allow the players to fight against the computer or test their characters by

fighting other people involved in the same events. Either way characters gain experience and

power by winning. This ensures that players are in constant contact to check stats and standing.

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 Product Features & Benefits

With twenty-eight initial characters, players choose their favorites and continue from

there. However, NetherRealm continuously rolls out new characters to improve the gaming

experience and give fans long overdue material. Each additional character brings with it a certain

level of excitement made more exciting by character trailers and videos dedicated to each single

or group of characters. Some characters are even given different “skins” that make them another

character. This adds an additional set of characters to the various new characters.

Available on multiple gaming system platforms, (i.e. Playstation4, Xbox One, XBox360,

Wii), these devices help to connect players all over the world to the same gaming experience

(Gamestop.com, 2018). Players can interact across the world with no concern for time zones.

No information was provided on how much the company spent on advertising. One of the

most common mediums used when advertising for video games is videos, often posted on

Youtube. The first ad “Injustice 2 – Announcement Trailer | PS4” featured a battle between the

main character, Superman, Flash, Batman, Aquaman, and Supergirl fighting while Batman did a

voice over (“Injustice 2 – Announcement Trailer | PS4”). The trailer gave no information on a

release date or gameplay but served to get people excited about the upcoming game. The ad was

effective, because it showed the dark tone and combat based story that the game will feature.

Another trailer, “Injustice 2: Story Trailer” also featured a voice over while playable

characters in the game fought each other, showing some of the bigger fights that players will be

able to play. It ended with an image of the main villain, Brainiac. This ad was effective, because

it showed that the game will take place where the original left off, and it started to show who

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would be fighting who in the game. The “Official Injustice™ 2 Trailer - Shattered Alliances Part

1” trailer released on the “Warner Bros. UK” Youtube channel featured actual gameplay of the

game (Official Injustice™ 2 Trailer - Shattered Alliances Part 1). It was a montage of special

attacks, dialogue, and combat from the main game. It also references the “Regime” which was a

group from the first game.

The “Injustice 2 – Robin Gameplay Trailer” was a showcase for the character Robin

(Injustice 2 – Robin Gameplay Trailer). It featured the character in several fights, showing off

the move set that he will be able to do. It also featured multiple backgrounds, giving the audience

a feel for what actual game play will look like. The final ad, “Injustice 2 - Introducing Raiden!”

is like the previous trailer (Injustice 2 - Introducing Raiden!). It shows the character fighting

various enemies in different locations and costumes, to show off the various aspects of the game.

The main demographic for this game is males in their late teens early twenties who are generally

Caucasian (Injustice Demographics Survey).

Product Feature Product Benefit

Award winner Injustice 2 was the winner of the 2017 Best
Fighting Game award from IGN (Warner
Bros., 2017).
Original soundtrack Gameplay is enhanced by a completely
original soundtrack recorded for the game
(Various Artists, 2017).
Advanced game engine Visuals are incredible due to the Mortal
Combat X engine which is the most up-to-
date fighting game engine in the industry.
(Bonthuys, 2016).
Mobile version available A mobile version of the game released days
before the console version for Playstation 4
and XBOX ONE (Pereira, 2017).
Also available on PC A PC version was launched for PC along with
the mobile and console versions (Wilde,
2017).

10
 Direct $ Indirect Competitors

There are many competitors for video games, both direct and indirect. Indirect

competitors are competitors that are not from the same company and/or industry but provide

content to consumers that satisfy their needs. Music would be an indirect competitor to video

games. Music is a means through which individuals communicate his or her emotions and

feelings, expressed through a song (Why Do People Listen to Music). The rise of music is high

across the nation, as more and more individuals seek music as a sense of belonging. A high

profiling music company would be Apple Music. Apple Music is a personalized internet radio

app that streams music worldwide (Apple Music Review). It sells to many and includes offers

that are especially adorable to college students. Another indirect competitor of video games

would be television/movies. Television provides entertainment to the majority of society.

Television also provides education to most individuals (The Rise of Television). This is helpful

for the poverty, or the members in society who can’t afford schooling to become educated in

some areas of the world. Netflix is a world-wide entertainment company that provides a

numerous number of movies and television shows and movies across the nation. In last, books

would be another long-lasting competitor for video games. Books serve as inspiration to some

individuals while others use books to escape from the real world and relax from their real-life

responsibilities. Barnes and Nobles is a world-wide book store that offers millions of books from

many authors. The books come in a variety of genres that range from horror to romance.

Direct competition is dissimilar to indirect competition, this type of competition selling

similar products and content to consumers. Direct competition to video games would be the

company Warner Brother Studios, which serves as a direct competitor to NetherRealm because

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they often have common marketing goals. What makes Warner Brothers different from

NetherRealm, that fans enjoy better, is the top-of-the-line quality typically found in Warner

Brothers games. This is an aspect that isn’t always represented in NetherRealm. Furthermore,

FIFA is an international football/soccer entertainment company that provides a variety of

football, futsal, and bench soccer games. FIFA is an international gaming organization, which is

a key aspect that many people might enjoy over playing a NetherRealm video game. Last, but

not least, EA Sports is a direct competitor to video games as well. It’s a gaming industry that

publishes sports video games (EA Sports Games). Not everybody is a fan of what NetherRealm

has to offer in its video game selection, such like action figurines and what not, so they may

focus on sports video games instead. Another key aspect that EA Sports includes in its

developing, is the ability in imitating real-life sport networks, causing the consumers to feel as if

they are playing their preferred sport in real time.

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 Product Advertising

The advantage that NetherRealm has over larger companies is its ability to create video

games that appeal to niche audiences. The company also contains a permanent staff of technical

employees, and wide distribution networks. There are many competitors for video games, one

being music. Music is a means through which individuals communicate his or her emotions and

feelings, expressed through a song (Why Do People Listen to Music).

The rise of music is high across the nation, as more and more individuals seek music as a

sense of belonging. Another competitor for video games would be television. Television

provides entertainment to the majority of society. Television also provides education to most

individuals (The Rise of Television). This is helpful for the poverty, or the members in society

who can’t afford schooling, become educated in some areas in the world. Warner Brother

Studios serves as a direct competitor to NetherRealm because they often have common

marketing goals.

13
 The Future of Injustice 2

With “Injustice 2” coming close to the one-year anniversary of its release it is in good

standing. The game featured downloadable content that included nine new characters

(“Characters”). This was used to keep the gameplay fresh and interesting. It encouraged players

to spend more money on the game and continue to play the game Due to this method the game

will continue to be popular as they release new characters. There are also daily objectives in the

game that encourage players to continue to play the game (“Injustice 2 – Message Board). The

combination of new characters and daily missions will help the game to remain relevant and

popular.

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 References

Champion, R. (2017, June 08). Flawless Victories: The history of Mortal Kombat and Injustice 2's

NetherRealm Studios. Retrieved from http://iris.theaureview.com/flawless-victories-the-history-

of-mortal-kombat-and-injustice-2s-netherrealm-studios/

Characters. (n.d.). Retrieved from https://www.injustice.com/characters/batman

Games. (n.d.). Retrieved April 25, 2018, from http://www.netherrealm.com/games/

Hall, C. (2015, April 01). Two decades of Mortal Kombat: Inside NetherRealm Studios. Retrieved

from https://www.polygon.com/features/2015/4/1/8325579/two-decades-of-mortal-kombat-

inside-netherrealm-studios

Home. (n.d.). Retrieved from https://www.injustice.com/

Injustice 2. (n.d.). Retrieved from https://www.gamestop.com/ps4/games/injustice-2/130943

Injustice 2 – Message Board. (n.d.). Retrieved from https://gamefaqs.gamespot.com/boards/209803-

injustice-2/75370485

P. (2016, June 08). Injustice 2 - Announce Trailer | PS4. Retrieved from

https://www.youtube.com/watch?v=oDav-JfidL0

I. (2017, September 17). Injustice 2 - Introducing Raiden! Retrieved from

https://www.youtube.com/watch?v=Ebo8eKVqttY

I. (2017, January 24). Injustice 2 - Robin Gameplay Trailer. Retrieved from

https://www.youtube.com/watch?v=Gn_ndiz6jL8

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Injustice 2 has "grander effects" thanks to the Mortal Kombat X engine. (2016, November 11).

Retrieved from http://www.criticalhit.net/gaming/injustice-2-has-grander-effects-thanks-to-the-

mortal-kombat-x-engine

W. (2017, January 17). Injustice 2: Story Trailer. Retrieved from

https://www.youtube.com/watch?v=9hklKfEEsxc

W. (2017, February 23). Official Injustice™ 2 Trailer - Shattered Alliances Part 1. Retrieved from

https://www.youtube.com/watch?v=DGKX2glp5SM

Pereira, C. (2017, May 11). Injustice 2 Mobile Now Available, Days Before The PS4/Xbox One

Game. Retrieved from http://www.gamespot.com/articles/injusticemobile-now-available-days-

before-the-p/1100-6449975/.

R/INJUSTICE - r/injustice Demographics Survey. (n.d.). Retrieved from

https://www.reddit.com/r/INJUSTICE/comments/62jl8x/rinjustice_demographics_survey/

S. (2001, November 12). The rise of television entertainment. Retrieved from

https://www.broadcastingcable.com/news/rise-television-entertainment-90245

Time Warner Inc. Reports Fourth-Quarter and Full-Year 2017 Results. (2018, February 01).

Retrieved from https://www.businesswire.com/news/home/20180201005636/en/Time-Warner-

Reports-Fourth-Quarter-Full-Year-2017-Results

Various Aritsts - Injustice 2: Original Video Game Soundtrack MP3 Music. (n.d.). Retrieved from

https://www.cduniverse.com/productinfo.asp?pid=10885396

Wallpapers. (n.d.). Retrieved from https://www.injustice.com/media/wallpapers

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Warner Bros. Interactive Entertainment. (n.d.). Retrieved from

https://www.warnerbros.com/studio/divisions/home-entertainment/warner-bros-interactive-

entertainment

Z. (n.d.). Warner Bros. SWOT Analysis | USP & Competitors | BrandGuide. Retrieved from

https://www.mbaskool.com/brandguide/media-and-entertainment/14039-warner-bros.html

Why Do People Listen to Music? (n.d.). Retrieved from https://www.reference.com/world-

view/people-listen-music-8cfb28d3f8e218b5

Wilde, T. (2017, November 06). Injustice 2's PC version is in good shape prior to its release next

week. Retrieved from http://www.pcgamer.com/injustice-2s-pc-version-is-in-good-shape-prior-

to-its-release-next-week

Will Injustice 2 receive even more DLC in the future? And if so, how could they possibly outdo the

Ninja Turtles? Let's have a look at NRS history. (n.d.). Retrieved from

https://www.eventhubs.com/news/2018/feb/14/will-injustice-2-receive-even-more-dlc-future-

and-if-so-how-could-they-possibly-outdo-ninja-turtles-lets-have-look-nrs-history/

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