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Presentation on creating a robust go to market strategy for a social game
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Beyond Performance Marketing: Survival Tips for Social Gaming
Publishers23 May 2012
AgendaBackground
Do not rely on performance marketingThe Right Way to Launch A Social Game
Promotion is the key
Summary
Background
Lloyd Melnick
fiveonenine games
More stars than Manchester CityEx-Studio Head of EA’s
North Carolina officeMember founding
management team at Motricity and Appia
Team lead at RIM’s NC studio
20 year veteran of IBM/Microsoft/Citrix
GM Europe and LATAM at Disney/Playdom
Gardens of TimeShutter IslandCity of WonderMortimer BeckettBig City AdventureMadden 3DSNascar Kart Racing
WiiWoodland Heroes
Do not rely on performance marketing
Cost of Ads SkyrocketingCPM increases 41%
year on yearCPC increases 23%
versus Q4 2011Huge variance
makes planning difficult
Engagement drops 8% in US
Courtesy TBG Digital
Limited Audience
The Right Way to Launch A Social Game
Launch Plan
Pre-Launch
Launch
Post Launch
Key Elements to Pre-Launch Phase• Test• Involve
Customers
Research
• Steps• Resources• Goals
Plan
Pre-Launch Fundamentals
Target Distribution Promotion
Know thy customerDemographicInterestsValue propositionPositioning
Campaign Story is a political social game simulation targeting women 30 and older
Launch PlanThe details of who does what when and
where
Numbers, numbers, numbersInitial spends
Triggers
Cash flow and reserve
LTV
DAU
CoordinateYou
Media Partner
s
Ad AgencyPress
Platforms
Key Elements to Launch
When and Where
Promotion
Support
When and Where
When
• Minimum Desirable Product• Full Beta
When II
• Speed to Market• Competitive Launches
Where
• Facebook English• Philippines, Indonesia, Thailand• Global
Promotion/Media Mix
Performance Social TV
Web Videos PR
Support is marketing
Customer service
Community management
Social media
Post-Launch: Measure and React
Adjust
Analyze
Measure
Promotion is the key
Television
Multiple TV OptionsExcess Inventory
Joint Ventures
“Infomercials”
Traditional Advertising
Multimedia Distribution
Even More Options
Joint Venture/Rev Share
House Ads
Cross Promotion
Ad Sponsored
Social Media
Easy Way Out
Not just ads
Create a dialogue
Events and
promotions
At least match Chrysler • Fan pages• Promotions• Events• Giveaways
• Company • Game
• Game devs
Tumblr
• Pinterest• Instagram
Other
Performance Options• TBG, SOMO, MdotM
Mediation Media buying
• Facebook adsDirect
• Millenial, iAdsAd networks
Marketing VideosMultiple videos on YouTube
• 15 seconds• 30 seconds• 60 seconds• 120 seconds
Different styles
• Gameplay• Traditional
ads
Embed
• Fiveonenine website
• Parent companies cross promotion
• Press
Attempt to go viral
• Don’t force product
• Not boring• Emotional
roller coaster
• Surprise
Web
Targeted Blogs
Special interest
s
Know thy
consumer
Summary
SummaryPerformance marketing is part of the plan, not THE PLAN
Do not neglect traditional marketing channels
Performance marketing is still important
Measure and react
