MARKETING CGDD 4003/SWE 6753

MARKETING FACTS Game industry is growing Lots of new channels to promote Floods of new games each year

STATE OF THE INDUSTRY Report -

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

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 (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 Retailers go to these!

HOW NOT TO PROMOTE YOUR APP baffling-video-game-marketing-schemes/

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 Also of interest:

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!