Types of Launches Limited Access – good for games with some polish or the need to keep some things behind the curtain Full Access – Highly polished and ready to go Stealth – Keep it mysterious as long as possible (bad for pre-orders, but may delay a potential negative wave)
Ways to Get the Word Out Community Empowerment (can relieve approval process hold-ups) - Granted Permission Leaks Sanctioned but not publicized Unsanctioned
Getting the Word Out Incentivize virality Build 2 lists – Large releases (6-9X) and core releases (30-40X) to minimize spamming editors Twitter, Facebook – you already know this, but there needs to be a reason to “Like” something Look at other virality tools – Overwolf, VCast
“Assets are currency that can be used to drive traffic to partner sites”
Assets Art-Related Assets Concept Art Screenshots Videos Hi-Res Renders Other Assets Interviews Developer Chats/Community Roundtables Developer Blogs and Video Blogs
Centralized AggregationPhilosophy External - Sites which are partners for acquisition and interest creation In pre-launch and launch – 99% of new information and assets go to media outlets before the forums. Internal - Product/Community Sites are for retention or committed interest. Link to all external posts through forums.
“Get them expecting something everyday and into a routine of checking your site and partner sites.
Daily Programs There should be something new everyday – create a flow You are giving traffic to a site = value for advertisers There are a lot of potential daily programs: Beastiary Enemies Heroes Weapons NPCs Community member of the day Spells/abilities, zones/areas Bosses Quests Instances Etc.
Flow You control where the community goes each day Online scavenger hunts make the process of daily news and discovery a game
Look for protectors in the forums Empower positive reinforcement Celebrit-ize and reward individuals – third-party spokespeople are the most credible with media Create cosmetic rewards – Beta 1 Badge, Trophy for house
Asset Planning Build a bank Carrot the end-game, but save things for players to discover in game, and through later releases The team doesn’t like surprises, but will get you what you need if it’s worthwhile Key art and master screenshots are essential for brand building and association
Only 2-3 magazines available in U.S. (Game Informer doesn’t do launch covers), 40-50 relevant worldwide Beckett PC Gamer @Gamer Pitch and create specific packages for 3 months out Need to request renders and cover art for each outlet
“It’s harder to say bad things about people you’ve met and are speaking to in person”
Reward supporters with interaction and access Correct detractors through clarification and understanding Let them leave with assets and exclusive info (interviews, video, screenshots) Make sure devs have a clear understanding of the goals and what can and can’t be said at a specific time
Plan official assets and exclusives for each outlet Servers need to be full or have liquidity Be specific in what is going to be shown at each time Support with pizza, In-N-Out truck, etc. can help with getting people to stay at their desks during play times
Closed server Limited access Guided tours and set times to create liquidity
Consumer – fully guided Gaming – guided and then free access MMO/Core – offer guided and free access
10-10,000 depending on site Use as currency Support the supporters Can also be for community A good way to build the Twitter and Facebook feeds at the same time