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Marketing

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

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  1. Marketing BUY MY GAME! Marketing - CGDD 4003 CGDD 4003/SWE 6753

  2. 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/

  3. 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?

  4. 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 ($$), cardboard ($$)

  5. 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…

  6. 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

  7. 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)

  8. 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

  9. How not to promote your app http://dualwielder.com/2009/07/28/5-baffling-video-game-marketing-schemes/

  10. How NOT to promote your app

  11. How Not to promote your app

  12. 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!

  13. 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

  14. 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

  15. Last, but not least… • It’s FREE, so READ IT! http://www.sellmorevideogames.com/VideogameMarketingAndPR.pdf

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