Set your sights on the bullseye targets and skeet disks of the Sons of Guns shooting range and hit as many as possible while you’ve still got time on the clock. Time your reloads carefully, and use your wits when selecting from your arsenal: you’ll need each one of your three specialized rifles to accurately fire on short range, mid-range, and long range targets. After completing the game, watch one of several teaser clips from the show — replay to see them all!

Case Study

Choose Your Weapon was developed as a part of a promotional suite of games for existing fans of the popular Discovery Channel program, Sons of Guns. Installments in the suite are meant to provide users with a “light” but addictive gameplay experience which will encourage them to revisit the Sons of Guns page on the Discovery Channel’s main website — games that are easy to pick up and quick to complete, but hard to put down and challenging to master.

A target practice game was a natural fit for fans already familiar with Sons of Guns, a reality TV show which centers around Red Jacket Firearms LLC, a business specializing in the manufacture and sale of custom weapons. To increase the interest and “stickiness” of the game as well as the skill level required to master it, HitPoint developers added a “catch” where players must swap between the modified M-971, the suppressed AR15, and the suppressed 22 LR AR15. Upon completion of the game, enthusiasts are rewarded for their efforts with short, skippable clips from the show.

Live online since July, 2011 and accessible on the Discovery Channel’s Sons of Guns site, Choose Your Weapon is an excellent example of the small-scale brand units that HitPoint produces on a regular basis for single-purpose and short-term campaigns. As of January 7th, 2012, the game boasts the following stats and figures:

• 135,453 unique game plays
• 16,053 replays
• 4:36 average time spent playing per user
• 121,787 stationary targets destroyed
• 73,346 skeet disks destroyed