EXHIBIT H

Case3:l3-cv-0l962-JD Document93-ll Filed09/02/l4 Pagel of 4

Case3:l3-cv-0l962-JD Document93-ll Filed09/02/l4 Page2 of 4
Case3:l3-cv-0l962-JD Document93-ll Filed09/02/l4 Page3 of 4
Case3:l3-cv-0l962-JD Document93-ll Filed09/02/l4 Page4 of 4








EXHIBIT I
Case3:l3-cv-0l962-JD Document93-l2 Filed09/02/l4 Pagel of 3
Case3:l3-cv-0l962-JD Document93-l2 Filed09/02/l4 Page2 of 3
Case3:l3-cv-0l962-JD Document93-l2 Filed09/02/l4 Page3 of 3
















EXHIBIT K
Case3:l3-cv-0l962-JD Document93-l4 Filed09/02/l4 Pagel of 4
Case3:l3-cv-0l962-JD Document93-l4 Filed09/02/l4 Page2 of 4
Case3:l3-cv-0l962-JD Document93-l4 Filed09/02/l4 Page3 of 4
Case3:l3-cv-0l962-JD Document93-l4 Filed09/02/l4 Page4 of 4
















EXHIBIT L
Case3:l3-cv-0l962-JD Document93-l5 Filed09/02/l4 Pagel of 2
1
Jenny Grantz
From: Mehlfeld, Julian (SOA) [Julian.Mehlfeld@Sega.com]
Sent: Tuesday, August 26, 2014 5:33 PM
To: Herman, Jerusha (SOA)
Subject: FW: ACM Dev Profile
1hls conLenL has been removed, buL Chrls posLed a few developer proflle from Cearbox abouL ACM and posLed lL Lo Lhe
ACM page wlLhouL prlor approval.

!"#$% Chris Faylor [mailto:Chris.Faylor@gearboxsoftware.com|
&'()% Wednesday, July 25, 2012 11:27 AN
*#% Nehlfeld, Julian (SOA)
&+,-'.)% ACN Dev Profile

!usL posLed one up for nlck Wllson, and wlll be puLLlng lL on Lhe ACM lacebook shorLly.

hLLp://www.gearboxlLy.com/conLenL/vlew/908/33/

l hope Lo have language for Lhe name conLesL locked ln laLer Loday, aL whlch polnL we can launch or hold off for anoLher
day or Lwo .[usL wanL Lo make sure lL's done before l leave, and someone else can press Lhe blg shlny publlsh buLLon lf
needed.
Case3:l3-cv-0l962-JD Document93-l5 Filed09/02/l4 Page2 of 2
















EXHIBIT Q
Case3:l3-cv-0l962-JD Document93-20 Filed09/02/l4 Pagel of 3
Case3:l3-cv-0l962-JD Document93-20 Filed09/02/l4 Page2 of 3
REDACTED VERSION OF DOCUMENT SOUGHT TO BE SEALED
Case3:l3-cv-0l962-JD Document93-20 Filed09/02/l4 Page3 of 3
REDACTED VERSION OF DOCUMENT SOUGHT TO BE SEALED
















EXHIBIT R
Case3:l3-cv-0l962-JD Document93-2l Filed09/02/l4 Pagel of 4
Case3:l3-cv-0l962-JD Document93-2l Filed09/02/l4 Page2 of 4
REDACTED VERSION OF DOCUMENT SOUGHT TO BE SEALED
Case3:l3-cv-0l962-JD Document93-2l Filed09/02/l4 Page3 of 4
REDACTED VERSION OF DOCUMENT SOUGHT TO BE SEALED
Case3:l3-cv-0l962-JD Document93-2l Filed09/02/l4 Page4 of 4
REDACTED VERSION OF DOCUMENT SOUGHT TO BE SEALED
















EXHIBIT S
Case3:l3-cv-0l962-JD Document93-22 Filed09/02/l4 Pagel of 8
!
Jenny Grantz
From: Payne, Ben, SOE [PayneB@soe.sega.co.uk]
Sent: Saturday, March 05, 2011 11:58 AM
To: Steve Gibson; Adam Fletcher; Brian Burleson
Cc: Tafler, Rowan, SOE; Powers, Matthew (SOA); Lightner, Rob (SOA); Hunt, Kerstin (SOA);
Hartwig, Todd (SOA); Eyre, Matt, SOE; Williams, Darren (SOA); Van Vugt, Wouter, SOE;
Daniel, Lynn, SOE; Knight, Gary, SOE
Subject: ACM - General Update
Attachments: ACM Proposition Document 19 Nov.doc; ACM_Concept Board_R4_lr.pdf;
ALIENS_MOODBOARDv2.pdf
Pl Lveryone,

!usL wanLed Lo drop you a noLe ln Lerms of general dlscusslon on all Lhlngs Allens.

!"#$%$"&$&' )*+, - SLeve, you menLloned you were afLer an updaLed verslon of Lhls. We've evolved our process docs
slnce we lasL senL asseLs Lo you a couple of years ago. l've aLLached a copy of Lhe roposlLlon uocumenL we now use
LhaL 8owan bullL laLe lasL year. We'd llke your LhoughLs on lL as lL needs a blL of updaLlng (we wanL Lo repopulaLe Lhe key
Campalgn 1lmlngs secLlon). ls Lhls sulLable for whaL you were afLer? l've also aLLached Lhe mosL recenL moodboard for
Lhe LlLle LhaL we're referrlng Lo lnLernally.

-"'" - l know ln !anuary we Lalked abouL Lhe logo, and whaL we were golng Lo do wlLh lL, ready for reannounce. We've
been bounclng Lhls around lnLernally and we'd wanL Lo go wlLh Lhe orlglnal logo (Lop lefL ln Lhe lmage below). We need
Lo fully rebulld lL as lL's noL hlgh res enough ln any formaL LhaL we have lL aL Lhe momenL. 8uL we'd also llke Lo colour lL
blue as our moodboard dlrecLs us, and glve lL some damaged, corrupLed effecL, slmllar Lo Lhe Apollo 18 logo ln Lhe lmage
below. LffecLs llke Allen acld blood damage and lnLerference ln Lhe compuLer dlsplay (fllckers/blurs) would flnlsh Lhls
well. Are you happy for us Lo proceed down Lhls rouLe? We'd need Lo move qulckly as we need Lo geL lL pasL lox Loo
before Lhe end of Lhls monLh.


./ - l senL a separaLe emall regardlng L3. Cne Lhlng we do know abouL L3 ls lL's noL hands on. Can l [usL conflrm LhaL we
are expecLlng Lo geL publlc hands on ln Lhe fall for ax/Cologne/Lurogamer Lxpo? Would you be happy Lo geL press
hands on ln advance of Lhls?

0*1&&"2&+*3*&% - As dlscussed we're keen Lo Lease Lhe LlLle week commenclng 9
Lh
May wlLh a Leaser Lraller comlng aL
Lhe end of LhaL week (probably Lhe 12
Lh
). 8ack ln !anuary you sald you were happy Lo generaLe Lhls asseL. ls Lhls sLlll Lhe
case? We're happy Lo Lake lL lf needs be, [usL leL us know, we're keen Lo help more Lhan anyLhlng. 1he announcemenL
wlll sLlll Lake Lhe shape of Lwo physlcal mallers Lo world's vl press. kersLln and 8owan are worklng Lo geL whaL conLenL
Lhese wlll acLually have and wlll pass lL on shorLly.
Case3:l3-cv-0l962-JD Document93-22 Filed09/02/l4 Page2 of 8
REDACTED VERSION OF DOCUMENT SOUGHT TO BE SEALED
"

!0 - SLCA uses Lhe 8 agency Sandbox ln norLh Amerlca. Are you aware of Lhem and are you happy for LhaL relaLlonshlp
Lo conLlnue on ACM? We would llke Lo have your blesslng as we're keen Lo Lle up workload wlLh Lhem for Lhe nexL year.

4"3$+54"& - l know you guys were keen Lo geL Lhls Lled down as Sld ls up for lL and avallable. unforLunaLely Lhere's noL
any sLand space lefL for us Lo geL ln, and when we saw lox Lhls week Lhey weren'L able Lo agree Lo accommodaLe us
wlLhln Lhelr sLand. 1hls ls obvlously a plLy, buL we'll bounce back ln AugusL wlLh ax/Cologne. Cne area we could look aL
would be sLunL acLlvlLy (AC and uSCM squad drlvlng around eLc), buL l know you were lnLeresLed ln geLLlng Lhe arLlsLs
Lhere.

67*+$18 *9$%$"&# - Lovlng your 8alls of SLeel edlLlon on uuke by Lhe way, very cool. We've spoken Lo lox regardlng Lhe
Colonlal Marlnes 1echnlcal Manual and Lhey're looklng lnLo lL for us. We'll leL you know whaL Lhey say. CLher conLenL
was ln Lhe mlnuLes doc from Lhe meeLlng back ln !anuary.

:1;,*%$&' 4"&%;1+% <3*&93*&% - SLeve apologles for noL geLLlng back Lo you sooner Lhls week as l had promlsed. CuC
week has pulled me ln all sorLs of dlrecLlons Lhls week. ?our polnLs were as follows...

Aftet speokloq to 8otlesoo ooJ lookloq ot tbe ootes l wooteJ to moke sote wete 100X cleot oboot tbe vlJeo ossets. l
opeoeJ tbe meetloq wltb tbe stotemeot tbot l tbooqbt 1J vlJeos wos o lot ooJ we Joot tblok tbot 1J- vlJeo ossets ls o qooJ
lJeo fot tbls qome ot jost oboot ooy qome. nowevet wbot we JlJ Jo wos lJeotlfy tooqbly 1J tbemes ooJ tlmloqs tbot woolJ
be qooJ fot vlJeo ossets to be teleoseJ. we lJeotlfleJ tbe slots ooJ tbe tbemes tbot wotk tbete.
Oot qeoetol bellef ls mote olooq tbe lloes of 5-8 octool vlJeos moke tbe most seose osoolly (bot tbot oombet coo qo op).
lookloq ot tbe teoctloos of tbe ptess ooJ qomets ooJ tbe boyets ls wbot teolly lofloeoces Jeclsloos oo wbete ossets qo oftet
oooooocemeot. lt ls lmpottoot to molotolo o level of cotloslty fot tbe costomets so tbot tbey stlll bove o lot of poestloos
oboot tbe qome tbot tbey feel coo ooly be oosweteJ by ployloq.
llstloq tbe ootbot lo coottoct os Ceotbox ptetty mocb pots os oo tbe book to cteote tbese ossets wbeo we boJ tolkeJ lo
petsoo tbot oltbooqb Ceotbox woolJ llke to be lovolveJ lo os mooy os posslble we coot koow fot sote ootll 4-6 weeks befote
o pottlcolot vlJeo ls wooteJ lf l wlll be oble to poll tbe tesootces to belp moke lt boppeo. uoless elsewbete lo tbe coottoct
yoo Jefloe ootbot os qlves eJltotlol Jltectloo to tbe teom wotkloq oo tbe vlJeos.
Oo o coottoct level, ooJ to bopefolly ptomote qooJ lk ooJ oot Jllote oot messoqloq ooJ totolsb oot ptess telotloosblps l
woolJ ooly llst 5 vlJeos lo tbe coottoct wltb Ceotbox beloq cteotlve Jltectots. we wlll llkely be cteotloq / Jellvetloq mote oo
tbe vlJeo ftoot bot lm boploq oot to cteote o coottoct obllqotloo sltootloo tbot sboolJot be tbete.

l do agree wlLh almosL all of Lhe above, cerLalnly Lhe curloslLy polnL, keep Lhem wanLlng more ls cerLalnly Lhe way
forward, hence us noL announclng compeLlLlve M wlLh playable xenos unLll early 2012. l have one quesLlon Lo Lhough.
lf we're approachlng a perlod when a Lraller ls needed and you can'L commlL Lo lL 4-6 weeks ouL, LhaL doesn'L glve us as
Lhe publlsher Loo much Llme Lo flnd a soluLlon. WhaL would we be expecLed Lo do ln LhaL slLuaLlon? As l say, l do agree
wlLh everyLhlng else you're saylng. 1o LhaL end l've cleansed Lhe markeLlng dellverables deck below accordlngly. lease
leL me know lf you are happy Lo proceed. We wlll keep an ear ouL for feedback on Spov for you Loo. Maybe we should
connecL wlLh Lhem ourselves for 1v asseLs...
AsseL AsseL 1ype CreaLlve ulrecLors uellvery uaLe SLreeL uaLe
1 1easer 1raller 1raller Cearbox Apr-11 May
2 L3 2011 bulld Code drop Cearbox May-11 !un-
3 Ax/Lurogamer/n?C ress LvenL/Camescom Code drop Cearbox !ul-11 Aug
4 L3 2011 uemo - Slngle player gameplay 1raller Cearbox Aug-11 Sep
3 revlew Code Code drop Cearbox nov-11 uec
6 8evlew Code Code drop Cearbox leb-12 Mar
7 Co-op Lraller 1raller Cearbox leb-12 Mar
8 ubllc uemo Code drop Cearbox Mar-12 Apr
9 ubllc uemo 1raller 1raller Cearbox Mar-12 Apr
10 Launch 1raller 1raller SLCA, Cearbox & Agency Apr-12 May
Case3:l3-cv-0l962-JD Document93-22 Filed09/02/l4 Page3 of 8
REDACTED VERSION OF DOCUMENT SOUGHT TO BE SEALED
#
CuLslde of conLracL below are an agreed llsL of Lhemes for asseLs Lo be generaLed around LhroughouL campalgn. We can
play around wlLh Lhe below as we see flL over Lhe nexL 14 monLhs.
AsseL CreaLlve ulrecLors uellvery uaLe SLreeL uaLe
1 AuLhenLlclLy / Canon Cearbox !ul-11 Aug-11
2 LlghLlng & Al Cearbox Sep-11 CcL-11
3 Marlne vs xeno Specles (CompeLlLlve) Cearbox uec-11 !an-12
4 CompeLlLlve M & upgrades Cearbox !an-12 leb-12
3 Co-op Cearbox leb-12 Mar-12
6 Suspense Cearbox Mar-12 Apr-12
And Lhen flnally are Lhe no-bralner asseLs LhaL boLh parLles wlll work on aL Lhe relevanL Llme ln Lhe campalgn
1 re-order Lrallers (x4) Cearbox & SLCA !an-12 leb-12
2 1v SpoLs (x3 - pre-order, ouL now & accolade) SLCA & Agency Apr-12 May-12

<8$*&# )6 - ALLached ls a moodboard we've worked up for Lhe Allens uS LlLle. CurrenLly Alleos. lost 5tooJ ls belng sense
checked around Lhe LerrlLorles by 8owan and lox have been senL lL Loo. We've had a hosL of oLher suggesLlons, buL
Lhere're l clashes all over Lhe place l'm afrald. Are you happy wlLh Lhls LlLle? We'll be movlng forward qulLe qulckly from
Lhls polnL and we now have Chrls 8achalo's deLalls Lo dlscuss Lhe cover render, and we'll be puLLlng Lhe C8 logo on Lhere
as we'll announce now afLer L3, Lherefore noL cloudlng our ACM message Loo much. 1hls all make sense?

And LhaL's abouL lL ln Lerms of whaL l wanLed Lo updaLe you on. Apologles lL's a blL of an essay. l hope Lhls all makes
good readlng. lf you have any quesLlons, as always, do drop me a llne.

Many Lhanks

8en

Ben Payne - Senior Brand Manager
T: +44 (0) 20 8995 3399 F: +44 (0) 20 8996 4499
E: PayneB@soe.sega.co.uk W: http://www.sega.co.uk
A: SEGA Europe Ltd, 27 Great West Rd, Brentford, Middlesex, TW8 9BW


DISCLAIMER: SEGA EUROPE LIMITED
This email is sent by Sega Publishing Europe Limited company No. 05562700, registered in England and Wales, registered office 27 Great West
Road, Middlesex, TW8 9BW, England. The contents of this e-mail and any attachments are confidential to the intended recipient and may also be
legally privileged. Unless you are the named addressee (or authorised to receive for the addressee) of this email you may not copy, disclose or
distribute it to anyone else. If you have received this email in error, please notify us immediately by e-mail on administrator@sega.co.uk and then
delete the email and any copies. The SEGA Group have made all reasonable efforts to ensure that this e-mail and any attached documents or
software are free from software viruses, but it is the recipient's responsibility to confirm this.
Please consider the environment before you print this email
Case3:l3-cv-0l962-JD Document93-22 Filed09/02/l4 Page4 of 8
REDACTED VERSION OF DOCUMENT SOUGHT TO BE SEALED
ALILNS: CCLCNIAL MAkINLS - kCCSI1ICN DCCUMLN1

CreaLed by 8owan 1afler 31/08/2014 ConfldenLlal - for lnLernal use only 1


1I1LL
Allens: Colonlal Marlnes (!"#$%!&'( !$ '(( %#**!%+*!#,)

8elease daLe - C3 2012

DLVLLCLk
Cearbox SofLware ls an award-wlnnlng lndependenL developer of lnLeracLlve enLerLalnmenL based ln lano, 1exas.

lounded ln lebruary 1999 by game lndusLry veLerans, Cearbox qulckly dlsLlngulshed lLself as a respecLed and recognlzed
developer wlLh Lhe success of Lhe company's debuL LlLle, -'(./0!.#1 233+,!$4 5+*&#. 1he company has slnce worked wlLh
such promlnenL franchlses as -'(+6 7+$8 -'9:6 ;'<#, =+$", and >?:# @?:#<, and has also creaLed successful new
franchlses wlLh =*+%A#*, !$ B*<, and =+*"#*('$",. Cearbox ls commlLLed Lo creaLlng games LhaL are Lechnologlcally
advanced, creaLlve, and above all, fun Lo play. We employ Lhe lndusLry's mosL LalenLed people and use proven producLlon
meLhods Lo creaLe besL selllng games for all ma[or plaLforms.

AGL kA1ING
LCl 18+
LS88 M
CC8 and uSk raLlngs aL rlsk due Lo scenes of repeaLed and deLalled vlolence Lowards humans and human-llke characLers.

ICkMA1S
x8Cx 360, S3, C, uS, vlLa

kCDUC1 CVLkVILW
A horror-based acLlon shooLer seL ln Lhe B(!#$, unlverse wlLh cooperaLlve and compeLlLlve mulLlplayer aL lLs core. As Lhe
seemlngly abandoned CDEDED E?('&+ ls recovered lnLo orblL around LarLh, a crack-squad of uS Colonlal Marlnes are
despaLched Lo board Lhe crafL and dlscover Lhe faLe of Lhe resL of Lhelr plaLoon. ?ou lead Lhls hlghly-Lralned squad as Lhey
chase down Lhe LruLh aL Lhe hearL of a galaxy-spannlng decepLlon LhaL places all of manklnd aL Lhe mercy of Lhe mosL
murderous and deadly specles ln Lhe unlverse, Lhe xenomorph.

1C IIVL ILA1UkLS - short descr|pt|ons of the key features and the|r benef|ts.
1he !"#$%& un|verse
1he B(!#$, unlverse provldes a seLLlng full of horror, suspense and acLlon. uslng auLhenLlc envlronmenLs lnsplred by Lhe
fllm serles lncludlng Padley's Pope, Lhe Sulaco and Lv-426, Lhe player wlll be lmmersed ln an eerle, aLmospherlc world
where any momenL could brlng Lhelr deaLh.

Co-operat|ve gamep|ay
1he whole campalgn can be played wlLh a squad of up Lo four players, glvlng a long llfe-span Lo Lhe game Lhrough self-
conLalned mlsslons wlLhln an over-archlng narraLlve. layers can drop ln & drop ouL LhroughouL Lhe campalgn.

Compet|t|ve mu|t|p|ayer
lay ouL Lhe eplc sLruggle beLween xenos and Marlnes ln a range of asymmeLrlc game modes. xeno players wlll have Lo
focus on aglle movemenL and Llmlng of qulck, devasLaLlng aLLacks ln a unlque 3rd-person perspecLlve, whlle Marlnes
Lake Lhem on wlLh Leamwork and lncredlble flrepower from a 1sL-person vlewpolnL.

Loadouts and upgrades
CreaLe your perfecL kllllng machlne - wheLher LhaL's a Marlne or a xeno. An exLenslve upgrade sysLem allows players Lo
cusLomlse Lhelr characLers Lo play Lhe way Lhey wanL. Larn experlence Lo geL perks, new weapons and new looks for
your squad.

kep|ayab|||ty
B(!#$,1 F+(+$!'( G'*!$#, dellvers a deep experlence LhaL rewards repeaL vlslLs. Cver and above Lhe exLenslve mulLlplayer
opLlons, players can explore secondary mlsslons, speclal pro[ecLs and addlLlonal easLer eggs LhaL add depLh Lo Lhe
Case3:l3-cv-0l962-JD Document93-22 Filed09/02/l4 Page5 of 8
REDACTED VERSION OF DOCUMENT SOUGHT TO BE SEALED
ALILNS: CCLCNIAL MAkINLS - kCCSI1ICN DCCUMLN1

CreaLed by 8owan 1afler 31/08/2014 ConfldenLlal - for lnLernal use only 2

gameplay.

CCNSUMLk kCCSI1ICN
8e||ef - '() +& ,-$ ,+./$, 0+.1$, 2)..$%,"' 3( 4-+, #% ,$.0& (5 $"$2,.(%#2 $%,$.,+#%0$%,6
?ou are as llkely Lo spend an evenlng waLchlng blockbusLer acLlon and sclence-flcLlon uvus as pracLlclng headshoLs ln
Modern Warfare 2. ?ou are susplclous of new l - Lhere are so many quallLy games on Lhe markeL and noL enough Llme Lo
play Lhem all. lL's beLLer Lo bank on a known quanLlLy. A new spln on an exlsLlng game Lype ls probably more aLLracLlve
Lhan anyLhlng Loo welrd. AfLer all, you can'L go wrong wlLh a badass shooLer.

8enef|ts - #%,.(3)2$ ,-$ ,#,"$ #% (%$ 7+.+/.+7-
8uckle up, soldler! Welcome Lo B(!#$,1 F+(+$!'( G'*!$#,D CreaLed ln con[uncLlon wlLh lox, Lhe flrsL-person shooLer ls
sLeeped ln Lhe eerle, clausLrophoblc and Lerrlfylng aLmosphere LhaL made Lhe B(!#$, fllms successful worldwlde. WlLh you
and your frlends ln a four-man squad of hlghly Lralned marlnes, lL's down Lo you Lo noL [usL survlve - buL wlpe ouL Lhe
xeno lnfesLaLlon. B(!#$,1 F+(+$!'( G'*!$#, ls compeLlLlve, ground breaklng, llves up Lo Lhe B(!#$, l and has a long llfe span
for Lhe player.

keasons to 8e||eve
1. 1he B(!#$, brand dellvers an auLhenLlc, aLmospherlc and recognlsable unlverse, full of suspense and oh shlL"
momenLs.
2. 1eam up wlLh your frlends or Lear Lhem aparL ln a range of compeLlLlve and co-operaLlve mulLlplayer modes.
3. 8ecome Lhe mosL badass mlllLary ouLflL ln Lhe galaxy - Lhe Colonlal Marlnes.
4. Lndlessly replayable wlLh upgrade paLhs and loadouLs, secondary mlsslons, co-op campalgn and exhausLlve
sLaLlsLlcs.
3. roven llcense sLrengLh and developer quallLy wlll reassure our audlence LhaL Lhls ls a quallLy LlLle.

kCDUC1 CSI1ICNING
Lxterna||y
"CU AND CUk IkILNDS AGAINS1 1nL DLADLILS1 kILLLkS IN 1nL GALAk.
ANC1nLk GLCkICUS DA IN 1nL CCkS."

1he Allen xenomorph poslLloned as a nlghLmarlsh, compelllng LhreaL.
1he Marlne Corps poslLloned as an asplraLlonal, powerful, mlllLary force ln an eplc sLruggle for survlval.
A Leam experlence - mulLlplayer ls core Lo Lhe appeal ln boLh compeLlLlve and co-operaLlve modes.

Interna||y]Sa|es
"GLAkS CI WAk IN 1nL !89:;< UNIVLkSL. 1nL LkLk1S IN CC-C
8kING 1nLIk UALI1 1C CINLMA'S MCS1 DLADL NLMLSIS."

A:CM remalns a perfecL flL for our LargeL audlence. ShooLers remaln besL-sellers, sclence-flcLlon ls a key genre
and B(!#$, ls a recognlsed and LrusLed l. lL ls sLlll hlghly anLlclpaLed by gamers and sLlll commands slgnlflcanL
pre-orders.
1rusLed developer quallLy ln Cearbox. 1he experLs ln co-operaLlve gamlng brlng =+*"#*('$", Lo Lhe B(!#$,
unlverse.
AAA-quallLy developmenL and Lop-class markeLlng lnvesLmenL. We have Lhe Lools Lo Lake on Lhe besL ln Lhe
lndusLry.

1AkGL1 AUDILNCLS - ke|evant gam|ng hab|ts, usefu| demograph|cs.
r|mary nardcore IS Ians.
Male, 18-24 year old. AcLlvely searchlng for compelllng lS LlLles buL hlghly aware of game quallLy. vocal
ln Lhelr oplnlon wheLher poslLlve or negaLlve. uay one purchasers of ='%%(#.!#("6 F'(( +. >?%8 and H#'*, +.
I'*D urchaser of 6-10 LlLles a year.

EA+9 %A#< A+9 %A# 4'<# "#(!J#*, ' (+$4 (!.#,3'$ %A*+?4A <?(%!3('8#* J'*!'%!+$6 ,%'%?,/K',#" ?34*'"#
,8,%#< '$" *#3('8'K(# <!,,!+$,D L*+J# #M&#((#$% J!,?'( N?'(!%8D >#(!J#* &+<3#((!$4 '$" <#'$!$4.?( 3*#/
Case3:l3-cv-0l962-JD Document93-22 Filed09/02/l4 Page6 of 8
REDACTED VERSION OF DOCUMENT SOUGHT TO BE SEALED
ALILNS: CCLCNIAL MAkINLS - kCCSI1ICN DCCUMLN1

CreaLed by 8owan 1afler 31/08/2014 ConfldenLlal - for lnLernal use only 3

+*"#* &+$%#$% %+ ,#&?*# %A#!* !$%#$% %+ 3?*&A',#D F'3!%'(!,# +$ &#(#K*!%8 +. H#'*K+M '$" O'$"8 L!%&A.+*"D

Secondary W|der Conso|e Act|on Ians.
Male, 18-33 year old. urchasers of hlgh-quallLy games wlLh malnsLream appeal - F'(( +. >?%86 H7B6
5P5BQG'""#$. unllkely Lo be aware of pre-release hype earller Lhan 2-3 monLhs before launch. Word of
mouLh ls an essenLlal drlver for Lhls audlence.

EA+9 %A#< *#&+4$!,'K(# B(!#$ '$" G'*!$# !&+$,6 &!$#<'%!& <+<#$%, '$" 3+3/&?(%?*# *#.#*#$&#,D L*+J#
#M&!%#<#$% '$" $+J#( '33*+'&A %+ ' (+J#" K*'$"D

n.8. Lhe secondary LargeL audlence ls llkely Lo be a larger opporLunlLy Lhan Lhe prlmary LargeL audlence. noneLheless, Lhe
secondary look Lowards Lhe prlmary as oplnlon formers so capLurlng boLh ls essenLlal.

CAMAIGN S1kA1LG 1CLINL - Deta|| how we take the product to market - key campa|gn e|ements and t|m|ng.
key Campa|gn L|ements

8rand
- 1he LlLle ls Lhe second of Lhree B(!#$, pro[ecLs Lo be released by SLCA. As Lhere may be some overlap ln
markeLlng campalgn beLween F+(+$!'( G'*!$#, and R#'* S#*+6 !L ls essenLlal LhaL Lhere ls clear waLer beLween
each LlLle ln Lerms of messaglng and creaLlve.
- llrsL and foremosL, bulld up Lhe Allens as a unlque and Lerrlfylng opponenL. An lcon ln boLh clnema and gamlng
hlsLory, Lhe xenomorph ls Lhe supreme kllllng machlne. layers wlll need Lo ouLflghL and ouLwlL Lhe Allen swarm
Lo survlve.
- Secondly, show how Lhe Marlnes combaL Lhese unlmaglnable odds. WlLh Leamwork, a squad of marlnes ls a
maLch for anyLhlng. lf you're man enough, you'll be Looled up wlLh Lhe flnesL weapons Lhe galaxy can offer
lncludlng pulse rlfles, flameLhrowers and speclal weapons from Lhe fllm serles. We come here, and we gonna
conquer, and we gonna klck some. ls LhaL undersLood?
- 1he Allens musL be glven aL leasL equal promlnence wlLh Lhe Marlnes ln our campalgn. 8oLh are sLrong, powerful
foes and nelLher should be seen as prey.
- use uS Army recrulLmenL adverLlslng as an lnfluence ln promoLlng Lhe LlLle. 1hls wlll provlde a real-world
LouchpolnL Lo glve credlblllLy and empaLhy wlLh Lhe playable characLers.
- use key, recognlsable lmagery from Lhe fllms and exLended unlverse. romoLe auLhenLlclLy Lowards Lhe orlglnal
fllms wherever posslble.

8
- A Llmely and efflclenL release of asseLs ls essenLlal Lo bulldlng buzz for Lhls LlLle.
- Cur reannouncemenL musL come aL a Llme when we have compelllng asseLs Lo show. Secure 24h excluslves for
asseL drops wherever posslble Lo maxlmlse exposure.
- Cearbox musL be glven a cerLaln amounL of free relgn Lo generaLe 8 hlLs. 8andy lLchford ls a respecLed
developmenL celebrlLy and ls guaranLeed Lo be headllne maLerlal ln worldwlde press coverage. We musL Lhen
promoLe an open dlscourse wlLh Lhem and reacL qulckly Lo any sLaLemenLs he makes.
- lf Lhe LlLle becomes conLroverslal for any reason (elLher bad or good news) we musL be qulck Lo lssue sLaLemenLs
and noL be afrald of commenLlng on Lhe lssue.
- We musL malnLaln a conslsLenL and consLanL buzz LhroughouL Lhe campalgn, buL also alm Lo boosL meLrlcs for Lhe
LlLle aL Lhe key polnLs of 180 and 120 days from release ln order Lo secure space aL reLall. lundamenLally Lhe buzz
should bulld Lo a crescendo aL launch.

1hlrd parLles
- rovlde excluslve conLenL on boLh x360 and S3 Lo secure promlnenL placlng on Sn and x8L. Lxplore
opporLunlLles Lo secure commlLmenL from 1
sL
parLles early ln Lhe campalgn.
- LvaluaLe new developmenLs ln x8L and Sn offerlngs (Lhemes, avaLars and oLher opporLunlLles).
- Lnsure all asseLs are creaLed wlLh enough Llme boLh Lo secure lox approval and Lo upload on x8L and Sn, glven
Lhe exLenslve lead-Llmes lnvolved.


Case3:l3-cv-0l962-JD Document93-22 Filed09/02/l4 Page7 of 8
REDACTED VERSION OF DOCUMENT SOUGHT TO BE SEALED
ALILNS: CCLCNIAL MAkINLS - kCCSI1ICN DCCUMLN1

CreaLed by 8owan 1afler 31/08/2014 ConfldenLlal - for lnLernal use only 4

key Campa|gn 1|m|ng

Date key Lvents k 1hemes key Assets
May 2011
8e-announcemenL, flrsL
vlsuals onllne, flrsL code
eyes-on.

!une 2011
L3
ueveloper lnLervlews

!uly 2011 SuCC
AugusL 2011
Ax rlme
Camescom
CamesLop Conference

SepLember 2011

CcLober 2011
Lurogamer Lxpo
n?CC

november 2011*

uecember 2011
Splke vCA Awards
!anuary 2012*

lebruary 2012
uesLlnaLlon laysLaLlon


March 2012
Ax LasL
CuC

Aprll 2012

May 2012
Came launch, 8evlews
!une 2012
L3
!uly 2012
uLC1 launch

TH*#8 ,A'"!$4 !$"!&'%#, 9A#$ 9# <?,% K++,% +?* <#%*!&, %+ ,#&?*# *#%'!(#* !$%#*#,%D

SIGNLD CII NAML
G8M
Market|ng
D
Dev

Case3:l3-cv-0l962-JD Document93-22 Filed09/02/l4 Page8 of 8
REDACTED VERSION OF DOCUMENT SOUGHT TO BE SEALED