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About me

Lessons learnt in successfully marketing games on PSN/XBLA and PC Digital; what worked and what did not Speaker: James Brooksby Company: doublesix games. About me. Studio Head of doublesix games Been in video games (officially) since 1995

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About me

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  1. Lessons learnt in successfully marketing games on PSN/XBLA and PC Digital; what worked and what did notSpeaker: James BrooksbyCompany: doublesix games

  2. About me • Studio Head of doublesix games • Been in video games (officially) since 1995 • However was making games with my brother since early 80’s (but did not really know I was doing it) • Studied to Masters degree level in Computing and Business, but started in games as an artist. • Love the video games business, it changes every day and is full of great people 

  3. Who are doublesix • Award winning forward-looking game development studio owned by Catalis SE (currently 27 of us) • Focused on model of direct to consumer games • Proven self publishing track record with first title Burn Zombie Burn! • Good relationships with Sony and Microsoft • Working in partnership with game funding (non-work for hire) • Games built and building on PSN/XBLA/PC/iPhone/iPad/PSHome/Social/Mac/3DS/NGP/Android…..

  4. doublesix marketing • doublesix has marketed Burn Zombie Burn successfully, generating genuine long tail results and what’s more can see each campaign’s live effects on sales results. This knowledge flows into our new games • doublesix attempts to promote itself in the independent gaming scene and to the vocal hardcore gamers looking for something different and FUN • “casual games for the hardcore” - “Bite size gaming for busy gamers” • doublesix is regarded well (busy!) and has strong relationships with the platform holders, who can make a vital difference to any digital marketing campaign • doublesix is building direct consumer relationships with community management and marketing and will continue to enhance this through social network portals and “club” building • Achieves its marketing strategy through minimal internal resource and select contractors (low cost)

  5. Burn Zombie Burn! • High speed hardcore arcade focused shooter in popular genre • Released March 27th 2009 in SCEE and SCEA on PSN • Today’s main case study

  6. Burn Zombie Burn!(case study) • Time to build – 10 months, Maximum of 9 staff. • Special deal with Sony – Exclusivity in return for guaranteed revenue. (Pub Fund) • Launch window activities • Launch party at major industry event (zombie actors and stickering of SF) • PR trip round USA • Sony e-blast • Sony Blog • Sony website competition • Facebook advertising • Talking to everyone! Inc smaller sites as you never know! • (Playstation lifestyle)

  7. Burn Zombie Burn!(case study) • Continuing activities • Competition in USA to win Holiday to Paris and Egypt (extra 4000 sales) • PS Home launch August 09 – 34% increase in sales and virtual items for sale • Premium Theme • Halloween Party in Home with extra virtual items • Sony Asia • In to Germany • Amazon.com • Strategy Guide (first) • PC Version

  8. Burn Zombie Burn!(case study) • Continuing activities • Expansion pack (BZB In Space) • More Home items • Price fluctuation – Half price! • Bundle packs • Promote at Halloween • Playstation Plus!

  9. Burn Zombie Burn!(case study) • Future activities (WIP) • Japanese launch • Mac version • In a retail box • Toys and more… • Next expansion pack (Zombie Sushi!) • iPhone/smartphone version • More Home items, Price changes, bundles… • Move • NGP • Follow up ;-)

  10. BZB Numbers(case study) • Core figures (so far) • Core game sales ~ 221,000 • Expansion packs ~ 19,237 • Virtual item sales ~ 33,503 • Marketing costs ~ $90,000 • Approx $1.4M revenue ++ (not inc SCEA Q4) • Projections (another year SCEE SCEA) • Core game sales + 15,000+ • Expansion packs + 15,000 • Virtual item sales + 10,000 • Marketing costs + $5,000 • Approx + $200k +

  11. BZB Numbers(case study)

  12. BZB Numbers(case study)

  13. BZB Numbers(case study)

  14. BZB Numbers(case study)

  15. BZB Numbers(case study)

  16. BZB Drill Down(case study) • Launch • Launch party $2,000 • Attendees from UK $2,000 • Stickers $1,000 • Actors $1,000 • PR Company $2,000 • TOTAL $8,000 • Launch Value • Great launch window press coverage • Initial launch window sales of 38,000 • Strong industry positive feedback including from platforms

  17. BZB Drill Down(case study) • Sony Home Space • Initial build costs $15,000 • Virtual item build costs $4,000 • Home space Launch PR $1,500 • Haloween Home PR $1,000 • TOTAL $21,500 • Home space value • Increase in sales from 1443/wk to 2231/wk • Virtual item sales totalling $48,000

  18. BZB Drill Down(case study) • Half Price Xmas Sale 2009 • Cost for new banners $1,000 • Time involved in paperwork $1,000 • Half Price Xmas Sale Value • Sales increased from 652/wk to 5355/wk to 7634/wk at peak • Net revenue for 4 weeks pre sale $16,329 • Net revenue for 4 weeks during sale $78,062 (378% up) • Half Price Xmas Sale 2010 • Cost for new banners $0 • Time involved in paperwork $1,000 • Half Price Xmas Sale Value • Net revenue for week pre sale $2,022 • Net revenue for week during sale $8,379 (314% up)

  19. BZB Drill Down(case study) • Thanksgiving impact 2009 • We halted most marketing expecting dip • Pre TG unit sales for 4 weeks 6,232 • TG “window” 4 week sales 2,374 (62% down) • Attach rate for expansion pack • Highest ~ 100% +++ • Lowest ~ 14% • During sales ~ 59% (Dec half price) • Rolling average = 48% (ignoring launch)

  20. BZB Drill Down(case study) • BZB Japan • Not happened yet (fingers crossed) • Localisation cost $4,232 • Extra development cost $2,374 • Local ratings cost $3,000 • Japanese Marketing planned cost $8,000 • BZB Japan Value • Estimated conservative sales 15,000 • Estimated revenue to doublesix $100,000

  21. Conclusions/Take Aways • 1st months numbers approx 19% of lifetime (if do what we did) • 1st months revenue approx 14% of lifetime • Many suggest 1st month up to 40%! • Don’t panic on weekdays • Promote on holidays • Play with price, especially on holidays • Except Thanksgiving! • Make DLC • Reach the world • Port, but don’t be lazy! • Virtual goods are great • Competitions work

  22. Conclusions/Take Aways • Create good relationships with platform holders • Think about your release date • Be good with stats/numbers • Spend money on PR and marketing • Talk to others who are doing it • Make a game the team care about - and you will make a good game • Have a great team of enthusiasts • Understand the new world • Talk to everyone • Try stuff, experiment! • Expand your Franchise, I cant stop ;-)

  23. Thank you • James.brooksby@doublesixgames.com • www.doublesixgames.com • This just made me chuckle  • Questions please.

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