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Crazy Chicken: The Story of the Moorhuhn

Crazy Chicken: The Story of the Moorhuhn. Helge Borgarts CEO. Brands in casual gaming. Agenda. Introduction to speaker and company Overview on brands in general and on games Do we need brands anyway? The „Moorhuhn“ story about a „Crazy Chicken“ How to develop and market a gaming brand

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Crazy Chicken: The Story of the Moorhuhn

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  1. Crazy Chicken: The Story of the Moorhuhn Helge Borgarts CEO Brands in casual gaming Casual Connect Europe 2009

  2. Agenda • Introduction to speaker and company • Overview on brands in general and on games • Do we need brands anyway? • The „Moorhuhn“ story about a „Crazy Chicken“ • How to develop and market a gaming brand • What about retail? • Brands and visibility in retail • Case study of a retail casual label • Question?

  3. Speaker – Helge Borgarts • Diploma in Science • Sales Director Blue Byte Software (The Settlers) • Managing Director sysis interactive simulations Germany • CEO phenomedia publishing gmbh

  4. Company – phenomedia publishing gmbh • invented massive casual gaming with „Moorhuhn“ • sold about 15 Mill. copiesof games • featuring the “Moorhuhn” worldwide • German PC casual market leaderin retail • Established retail casual brand

  5. Brands All rights on trademarks with the companies

  6. Brands and IP in computer games

  7. IP and brands in causal gaming

  8. Why brands/IP? Differentiation Brands can sell products beyond individual qualities! Brands do give orientation!

  9. The Crazy Chicken “Moorhuhn” Story

  10. How to develop and market a gaming brand? • Unique Brand Philosophy • Be sure of the target group • Always fulfill your brand philosophy • Acquire strong media partners and think of possible image transfers • Have a clear product and marketing strategy • Set up controlling routines

  11. Develop and characterize brand and IP 1999 2009

  12. Positioning +HIGH (Variable Two) Product B Product A +HIGH (Variable One) -LOW (Variable One) Product D Product C -LOW (Variable Two) Positioning Map

  13. Target Group Exclusively for phenomedia publishing 2008

  14. Make exciting and innovative games!

  15. Aquire strong media partner TV

  16. Product Strategy • limited, restricted edition • free download • non exclusive • online version • close to a full version • exclusively to big media ordistribution portals • full version – retail • no branding • added value (i.e. Teaser-/Trailer videos, screensaver, desktop pictures etc.)

  17. Product Strategy

  18. Product Strategy - Multiplatform

  19. Marketing Strategy

  20. Marketing Strategy COMPUTER GAMES MERCHANDIZE TOYS TRADITIONAL GAMES WIRELESS STATIONARY INTERACTIVE SOFT STUFF FOOD • examples • Trading cards • Puzzles • Posters • Postcards • Rulers • Sharpeners • Note pads • Rubbers and pencils • Files • Hats • Pillows and bed linen • Mobile phone covers • Cuddly toys and key chains • ……

  21. Controlling! Exclusively for phenomedia publishing 2008

  22. What about German retail?

  23. A truth about casual games in retail! • A lot of casual games sold in retail are brilliant, exciting, a lot of fun and exchangeable!!!

  24. How does retail work? • Most of all: It works different from any online business!!! • The relevant factor for a buyer to bring products to the shelves is the expected rotation rate • and the money you pay for visibility

  25. What generates a best possible turnover rate? VISIBILITY

  26. How to become visible? • Be different! • Have a unique design! • Sell and promote the brand not the game! • Help the buyers to address the customers! • Help the customers to find what they want!

  27. Retail Brand umbrellabrand imagetransfer fulfill your brand philosophy fresh product line up

  28. Product Planning

  29. Sell millions of games! 29

  30. …be happy To have great poets, there must be great audiences. (Walt Whitman) Thank You! 30

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