1. POSITIONING WORKSHOP Presented by Chris Wright 26 April 2012

2. What is positioning? “the process by which you try to create an image or identity in the minds of your target market”

3. Why does it matter? differen tiation ELEVATOR PITCH

4. differen tiation Why does it matter?

5. differen tiation Why does it matter?

6. differen tiation Why does it matter?

7. ELEVATOR PITCH

8. Why does it matter?

10. Workshop Is / Isn’t Competitive Variance Emotional Rewards Personality Friends / Bizarro Positioning Summary

11. IS / ISN’T Platforms Business model GenreMechanic Input method Meta game Age rating Development process Art style Narrative style Style of play experience etc. etc. etc.

12. Competitive Variance

13. EMOTIONAL REPONSE Mastery Adrenaline Sorrow Joy Empathy Protectiveness Fear Empowerment Achievement Creation Escape Enlightenment Release Amusement Connection Competition Belonging Exclusion Frustration Accomplishment

14. PERSONALITY

15. FRIENDS / BIZARRO Car Vehicle Drink Food Lolly Actor Movie TV show Character Super Hero Musical style Band / Singer Clothing Animal Colour

16. Summary Is / Isn’t Competitive Variance Emotional Rewards Personality Friends / Bizarro Positioning Summary

17. THANK YOU