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Marketing. BUY MY GAME! Marketing - CGDD 4003. CGDD 4003/SWE 6753. Marketing Facts. Game industry is growing Lots of new channels to promote Floods of new games each year. http://performancetrap.org/2010/01/27/atari-jaguar-controller/. Publisher Marketing.

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marketing

Marketing

BUY MY GAME!

Marketing - CGDD 4003

CGDD 4003/SWE 6753

marketing facts
Marketing Facts
  • Game industry is growing
  • Lots of new channels to promote
  • Floods of new games each year

http://performancetrap.org/2010/01/27/atari-jaguar-controller/

publisher marketing
Publisher Marketing
  • Several years ago, you used a publisher
    • Gatekeeper to market
    • They have $$
    • Assumed much of the risk
  • If using a publisher, must determine who does the marketing
    • What activities will they do?
    • Will you get credit?
    • Is your game grouped with others?
advertising
Advertising
  • Traditional advertising ($$)
    • TV, magazines, in-store displays, cereal boxes…
    • Online opportunities (click-throughs)
  • Retail advertising
    • Use your game as a way to promote the PS3
    • Played in stores as demos (at kiosks)
    • End caps ($$), eye-level ($$), cardboard ($$)
getting heard
Getting Heard
  • Different avenues
    • Enthusiast magazines (GamePro)
    • Enthusiast sites (GameSpot, IGN.com)
    • TV (G4)
  • Process
    • Email (editor, webmasters) first – pitch!
    • Once 90%, face-to-face demos - “media tour”
  • Fan sites
    • Start 2 years early!
    • Give swag, inside scoops, hints on gameplay…
publicity opportunities
Publicity Opportunities
  • Announce product (press release)
  • Provide early screen shots
  • Send character art to media
    • Save the best for the top sites/outlets
  • More press releases (a “first look at…”)
  • Do a Q&A interview (for the unusual things)
  • Reviews – check in on your reviewers
  • Tips & Tricks – exclusive access
  • Promote your awards: “Game of the Day” to fan sites
contacting the media
Contacting the Media
  • Buy a media database (Cision or Vocus)
    • Make sure it’s up-to-date
    • Do additional research on editors
  • News release
    • keep secret until release
    • Use inverted pyramid format (copy someone else)
  • Covers and ears (teaser line)
trade shows
Trade Shows
  • Retailers go to these!

http://digitalmedia.oreilly.com/2008/03/13/game-dev-audio-insights.html

http://cdsgamereviews.blogspot.com/2011/06/pre-e3-excitement.html

how not to promote your app
How not to promote your app

http://dualwielder.com/2009/07/28/5-baffling-video-game-marketing-schemes/

common reporter questions from your book
Common Reporter Questions(From your book)
  • Common
    • Is it the first title to…?
    • Is it based on a new engine/technical breakthrough?
    • Is it a hot franchise?
    • Does it have celebrities?
    • Does it have an unusual story line?
    • Does it have an original character?
  • Also, make sure you have great art for them!
other avenues
Other Avenues
  • If you’re really lucky, you have a party!
    • Rent out Central Park!
    • Have Sting sing at your promotion
  • Doing your own PR
    • Hire your own PR firm
    • They have the contacts

http://www.pocketgpsworld.com/gizmondo-launch.php

Also of interest: http://www.ukresistance.co.uk/2005/03/lets-laugh-at-some-celebrity-slags-at.html

casual games
Casual Games
  • Casual games:
    • Play shorter games (not “hardcore”)
    • Not interested until the game comes out
    • Start promoting only a few months out (online)
  • Online advertising == cheap
  • Build your developer reputation
    • Game Developer magazine
    • Gamasutra
last but not least
Last, but not least…
  • It’s FREE, so READ IT!

http://www.sellmorevideogames.com/VideogameMarketingAndPR.pdf

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