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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/


How not to promote your app1
How NOT to promote your app


How not to promote your app2
How Not to promote your app


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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