Featured Case Studies
Tippmann had developed one of the all time best-selling and most reliable paintball markers ever seen in the sport, the Tippmann 98. While this product had helped propel our client into one of the most recognizeable brands in the sport, sales were steadily declining. Once passionate players were leaving the sport in droves, and no one knew why. Collidea was brought in to refresh the now 10-year old Tippmann 98 and help Tippmann reverse the negative sales trend.
We set out to learn from sources, including players, retailers, and even a Navy SEAL. While we learned a lot about potential improvements to Tippmann's flagship product, we also uncovered something quite disturbing. The apparent trend in the market was increasing the "balls/second" firing speed, which had progressed to the point of silliness. High-end markers were capable of firing paintballs faster than gravity could feed the gun, requiring highly-sophisticated, expensive equipment to play. In addition, paintballs were expensive: almost $70 for 2,000 rounds. After buying equipment, one afternoon of paintball could cost well more than $400 in paintballs and CO2 alone.
The "Aha" Moment
In a market that consisted primarily of young males, it was apparent that the sport was becoming cost prohibitive for a huge portion of potential players. So, we challenged the paradigm and asked, "how can we compete on a basis other than balls per second?" This created a vacuum of opportunity which was quickly filled with ideas for Tippmann to pursue.
Tippmann finally came to the conclusion that the greatest opportunities rested in the game's roots. Similar to the original paintball markers, the Tippmann TPX pistol was a slow-firing, cartridge-based marker that required players to rely on stealth and strategy to play the game. The marker was a huge success, outselling production capabilities blowing away year-one forecasts. Since its launch, the product has also been adopted by British police forces as a tagging tool, and was featured on a episode of NBC's Community.
"I love the challenge of going up against guys with electro markers and pegging them right in the dome. Nothing is more satisfying than firing one well placed shot right onto the head of a fully decked out speedball player with a pistol."