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In 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.
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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
