Valve - Online Marketing Campaign

VA LV E S O F T WA R EONLINE MARKETING CAMPAIGN

Tina Kovacova

MBA 563

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EXECUTIVE SUMMARYIn the next year, Valve Software will enter the console market. The two main goals will be to interact with the community in order to gain the awareness and support, and to successfully introduce the new product.

The online marketing campaign will consist of several elements, such as Steam platform advertising, launching event coverage, selected social media such as Twitter, Instagram and Tumblr. This presentation focuses on Steam platform advertising, leveraging the community and resources already within the Valve’s ownership.

"One of our goals was to combine high-end power with a living-room-friendly form factor. Another was to help us test living-room scenarios on a box that's as

open as possible.“- Gabe Newell

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CONTENT Company Overview

Product Overview

Target Market

Campaign Overview

Campaign Highlights

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COMPANY OVERVIEW

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VALVE IS A CREATOR OF WORLD’S LARGEST ONLINE GAMING PLATFORM, GAME DEVELOPER AND PUBLISHER, CURRENTLY ENTERING THE CONSOLE MARKET. VALVE SOFTWARE HAS UNIQUE

CORPORATE STRUCTURE, NO FROMAL MANAGEMENT OR EMPLOYEE RANKING.

Privately owned

65 million registered users

Over 25 million active

100% year-over year growth for past six years

70 to 400 employees in 7 years

Estimated value $2-4 billions

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VALVE SOFTWARE IS COMPETING IN SEVERAL DIMENSIONS. AS A GAME DEVELOPER AND A SOFTWARE PUBLISHER (IN A FORM OF CONTENT

DELIVERY).

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PRODUCT OVERVIEW

STEAM MACHINE

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STEAM MACHINE IS THE NEXT PRODUCT IN VALVE’S PIPELINE, RELEASE PLANNED IN 2014. WITH STEAM MACHINE BEING RELEASED, VALVE WILL START COMPETING WITH

MICROSOFT’S XBOX ONE AND SONY’S PLAYSTATION 4.

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TARGET MARKET

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A TYPICAL GAMER PROFILE

Young men playing first-person shooters (FPS) and similar types of games, wanting high-precision aiming (similar to gaming mice quality) and high-end graphics as well as high frame rate while playing games.

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MARKETING CAMPAIGN OVERVIEW

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FOR THE MARKETING CAMPAIGN FOLLOWING ELEMENTS WERE CHOSEN TO BEST DELIVER THE MARKETING MESSAGE TO THE CUSTOMERS

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CAMPAIGN HIGHLIGHTS

STEAM PLATFORM

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DIRECT IN-STORE ADVERTISING CAMPAIGN

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USE OF FRIENDS ENDORSEMENT AS AN INCENTIVE TO PURCHASE.

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CUSTOMISED OFFERING – SOCIAL LISTENING AND DELIVERING SOFTWARE ACCORDING TO THE REQUESTS FROM COMMUNITY (SUCH AS FREE-TO-PLAY).

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AFFILIATE MARKETING – ACHIEVEMENTS TIED TO OWNING STEAM MACHINETIME INVESTED IN BUILDING A ‘NAME’ (REPUTATION) IN A GAMING

COMMUNITY

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PAIRING UP WITH ADDITIONAL PERIPHERALS – OCULUS RIFT

THANK YOU

Tina Kovacovakovacova.sk@gmail.com