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Marketing

Marketing. Why is Marketing important? Who do we market to? How do we market? When do we market? Where do we market?. Purposes. Create Awareness Create Desire Sell more product. Objectives. Sales & Marketing Developers Publisher Everyone!. Who does it?. Consumers Direct Internal

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Marketing

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  1. Marketing

  2. Why is Marketing important? • Who do we market to? • How do we market? • When do we market? • Where do we market? Purposes

  3. Create Awareness • Create Desire • Sell more product Objectives

  4. Sales & Marketing • Developers • Publisher • Everyone! Who does it?

  5. Consumers Direct • Internal • External • Sponsors Marketing Audience

  6. People who buy the game • Direct communication • Word of mouth marketing • Generate pre-orders Consumers

  7. Sales Teams • What is the game we’re going to sell? • How many can we sell? • Online Support • Anticipated demand Internal

  8. 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? External

  9. Sponsors fund the project • Co-Marketing • Deliverables – micro-marketing • Manage expectations Sponsors

  10. Directly • Tradeshows (everyone) • Sales conferences (internal) • Show case (internal, media) • Roadshows (public) • Social Media (everyone) • Blogs (everyone How do we market?

  11. Indirect • Gaming Specific – IGN, C&VG • Broad Spectrum – Metro, Guardian, GQ • TV campaigns • Physical Advertising – Buses, Trains How do we market?

  12. 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 How do we market?

  13. Marketing Deliverables • Timed to coincide with release • And beyond • Duration of months • Sustaining a journey • Embargos • Exclusives – duration / features When do we market?

  14. Early • Lightweight – artwork, ideas • Mid-term • Videos • Play-through • Late – close to release • Events, Playable game When do we market?

  15. Post-release • Keep momentum going • Catch wave of latent buyers When do we market?

  16. Regions

  17. Why is Marketing important? • Who do we market to? • How do we market? • When do we market? • Where do we market? Summary

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