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A lecture I gave at Sheffield Hallam University for the BSc (Honours) Games Software Development module Game Software Project Management about Video Game Marketing.
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*Video Game Marketing
© Simeon Pashley 2010. All rights reservedTwitter: @gamelinchpin
© Simeon Pashley 2010. All rights reservedTwitter: @gamelinchpin
*Purposes
*Why is Marketing important?
*Who do we market to?
*How do we market?
*When do we market?
*Where do we market?
© Simeon Pashley 2010. All rights reservedTwitter: @gamelinchpin
*Objectives
*Create Awareness
*Create Desire
*Sell more product
© Simeon Pashley 2010. All rights reservedTwitter: @gamelinchpin
Game Qualit
y
DesireSales
Funding
© Simeon Pashley 2010. All rights reservedTwitter: @gamelinchpin
*Who does it?
*Sales & Marketing
*Developers
*Publisher
*Everyone!
© Simeon Pashley 2010. All rights reservedTwitter: @gamelinchpin
*Marketing Audience
*Consumers Direct
*Internal
*External
*Sponsors
© Simeon Pashley 2010. All rights reservedTwitter: @gamelinchpin
*Consumers
*People who buy the game
*Direct communication
*Word of mouth marketing
*Generate pre-orders
© Simeon Pashley 2010. All rights reservedTwitter: @gamelinchpin
*Internal
*Sales Teams
*What is the game we’re going to sell?
*How many can we sell?
*Online Support
*Anticipated demand
© Simeon Pashley 2010. All rights reservedTwitter: @gamelinchpin
*External
*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?
© Simeon Pashley 2010. All rights reservedTwitter: @gamelinchpin
*Sponsors
*Sponsors fund the project
*Co-Marketing
*Deliverables – micro-marketing
*Manage expectations
© Simeon Pashley 2010. All rights reservedTwitter: @gamelinchpin
*How do we market?
*Directly
*Tradeshows (everyone)
*Sales conferences (internal)
*Show case (internal, media)
*Roadshows (public)
*Social Media (everyone)
*Blogs (everyone
© Simeon Pashley 2010. All rights reservedTwitter: @gamelinchpin
*How do we market?
*Indirect
*Gaming Specific – IGN, C&VG
*Broad Spectrum – Metro, Guardian, GQ
*TV campaigns
*Physical Advertising – Buses, Trains
© Simeon Pashley 2010. All rights reservedTwitter: @gamelinchpin
*How do we market?
*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
© Simeon Pashley 2010. All rights reservedTwitter: @gamelinchpin
*When do we market?
*Marketing Deliverables
*Timed to coincide with release
*And beyond
*Duration of months
*Sustaining a journey
*Embargos
*Exclusives – duration / features
© Simeon Pashley 2010. All rights reservedTwitter: @gamelinchpin
*When do we market?
*Early
*Lightweight – artwork, ideas
*Mid-term
*Videos
*Play-through
*Late – close to release
*Events, Playable game
© Simeon Pashley 2010. All rights reservedTwitter: @gamelinchpin
*When do we market?
*Post-release
*Keep momentum going
*Catch wave of latent buyers
© Simeon Pashley 2010. All rights reservedTwitter: @gamelinchpin
*Regions
Europe
North America
Middle East, Africe (MEA)
UK, FR, DE
© Simeon Pashley 2010. All rights reservedTwitter: @gamelinchpin
Region
Sales Marketing
© Simeon Pashley 2010. All rights reservedTwitter: @gamelinchpin
*Summary
*Why is Marketing important?
*Who do we market to?
*How do we market?
*When do we market?
*Where do we market?
© Simeon Pashley 2010. All rights reservedTwitter: @gamelinchpin
*Twitter: @gamelinchpin