Video Game Marketing - Game Software Project Management

*Video Game Marketing

© Simeon Pashley 2010. All rights reservedTwitter: @gamelinchpin


*Purposes

*Why is Marketing important?

*Who do we market to?

*How do we market?

*When do we market?

*Where do we market?


*Objectives

*Create Awareness

*Create Desire

*Sell more product


Game Qualit

y

DesireSales

Funding


*Who does it?

*Sales & Marketing

*Developers

*Publisher

*Everyone!


*Marketing Audience

*Consumers Direct

*Internal

*External

*Sponsors


*Consumers

*People who buy the game

*Direct communication

*Word of mouth marketing

*Generate pre-orders


*Internal

*Sales Teams

*What is the game we’re going to sell?

*How many can we sell?

*Online Support

*Anticipated demand


*External

*Communicate with Consumers

*Retail

*Why should I stock this?

*Will our audience by it?

*Magazines

*Will our readers find this interesting?

*Will it sell more copies?

*Can we sell more advertising?

*Websites

*Will we get more visitors?


*Sponsors

*Sponsors fund the project

*Co-Marketing

*Deliverables – micro-marketing

*Manage expectations


*How do we market?

*Directly

*Tradeshows (everyone)

*Sales conferences (internal)

*Show case (internal, media)

*Roadshows (public)

*Social Media (everyone)

*Blogs (everyone


*How do we market?

*Indirect

*Gaming Specific – IGN, C&VG

*Broad Spectrum – Metro, Guardian, GQ

*TV campaigns

*Physical Advertising – Buses, Trains


*How do we market?

*Visual Assets – concepts

*Videos

*Playable Demo (not always GOOD!)

*Development assets (mocap shoots, sound recording)

*Written Copy

*Interviews

*Site Visits

*Merchandise - Keep sakes/Gifts

*Bundles


*When do we market?

*Marketing Deliverables

*Timed to coincide with release

*And beyond

*Duration of months

*Sustaining a journey

*Embargos

*Exclusives – duration / features


*When do we market?

*Early

*Lightweight – artwork, ideas

*Mid-term

*Videos

*Play-through

*Late – close to release

*Events, Playable game


*When do we market?

*Post-release

*Keep momentum going

*Catch wave of latent buyers


*Regions

Europe

North America

Middle East, Africe (MEA)

UK, FR, DE


Region

Sales Marketing


*Summary

*Why is Marketing important?

*Who do we market to?

*How do we market?

*When do we market?

*Where do we market?


*Twitter: @gamelinchpin

Video Game Marketing - Game Software Project Management

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