MARKETING
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/
STATE OF THE INDUSTRY
Report - http://www.theesa.com/facts/pdfs/esa_ef_2013.pdf
WHO’S PLAYING?
In the United States
•
•
•
•
58% play videogames
There are 2 players in each home (on average)
51% have a dedicated video console
The average age is 35
• BTW: My mom plays Plants vs. Zombies…
WHO’S PLAYING?
JUEGOS MAS JUGADOS
EN LÍNEA Y MOVIL
ARE VIDEOGAMES
SOCIAL?
62% play with other players
77% of them play at least an hour a week
32% play social games
35% of parents play with their children during the week
RESTRICIONS AND
THE ESRB
85% of parents know of the ESRB
93% pay attention to the
content
79% of them limit the amount
of playing time
45% (E), 22% (E10+), 24% (T), 9%(M)
STATE OF THE INDUSTRY
DIGITAL FORMAT VS. PHYSICAL FORMAT
http://www.theesa.com/facts/pdfs/esa_ef_2013.pdf
BEST-SELLING
GENRES (CONSOLE)
BEST-SELLING
GENRES (PC)
CONCLUSIONS
Almost everyone plays games
There’s a lot of money to be made in this area…
PUBLISHER
MARKETING
Several years ago, you used a publisher
• Gatekeeper to market
• They have $$
• Assumed much of the risk
If using a publisher, must determine who does the marketing
• What activities will they do?
• Will you get credit?
• Is your game grouped with others?
ADVERTISING
Traditional advertising ($$)
• 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
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
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
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
http://digitalmedia.oreilly.com/2008/03/13/game-dev-audio-insights.html
Retailers go to these!
http://cdsgamereviews.blogspot.com/2011/06/pre-e3-excitement.html
HOW NOT TO
PROMOTE YOUR APP
http://dualwielder.com/2009/07/28/5baffling-video-game-marketing-schemes/
HOW NOT TO
PROMOTE YOUR APP
HOW NOT TO
PROMOTE YOUR APP
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
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:
• 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…
It’s FREE, so READ IT!
http://www.sellmorevideogames.com/VideogameMarketingAndPR.pdf