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JULIEN WERAPR & Marketing Manager                         2012-02-17   1
Who is speaking ?PreviouslyA few past projects                      2012-03-22   2
2012-03-22   3
You ?• Developers ?• Publishers ?• Journalists ?• Students ?• Other ?                  2012-03-22   4
“International PR & marketing for small                studios”                                    2012-03-22   5
Entering the digital distribution era             Number of games in selected digital platforms:     1500           400K  ...
Communication & marketing still matterIn communications schools, they still teach that theCommunication rule #1 is: ”You c...
3 main types of communicationPR           Marketing      Community                            Management                  ...
PR     2012-02-17   9
Know whoYOU are, and do PR your way     Be remarkableDon’t try to mimic what othersdo. Being remarkable is themost effecti...
Know whoYOU are, and do PR your way        Be yourselfJust as you can’t out-ZyngaZynga,    you      can’t    out-Behemoth ...
Know whoYOU are, and do PR your way        Be HumanGaming & Tech media arecomposed of human beingspassionated about gaming...
Be Human – Part 2• Be       personal     in     your  communication, know who you’re  talking to and what they want• Rewar...
• Understand your media contacts:   • Get to know who they are before you ask for favors   • What they want ->         <- ...
Press Coverage Equation1) Physical and cultural distance    •    The farther you are from your contact, the least relevant...
Press Coverage Equation1) Physical and cultural distance2) Media prominence   Who you are and what you’ve done matters a l...
Press Coverage Equation1) Physical and cultural distance2) Media prominence: The Kickstarter ExempleBrian Fargo           ...
Press Coverage Equation1) Physical and cultural distance2) Media prominence3) Novelty   Something NEW will always get more...
Press Coverage Equation1) Physical and cultural distance2) Media prominence                                  Ex: The 3rd G...
Press Coverage Equation1)   Physical and cultural distance2)   Prominence3)   Novelty4)   Audience targeting              ...
Press Coverage Equation1)   Physical and cultural distance2)   Prominence3)   Novelty4)   Audience targeting     Don’t bla...
Press Coverage Equation1)   Physical and cultural distance2)   Prominence3)   Novelty4)   Audience targeting5)   Relations...
Press Coverage Equation1)   Physical and cultural distance2)   Prominence3)   Novelty4)   Audience targeting5)   Relations...
Press Coverage Equation1)   Physical and cultural distance2)   Prominence3)   Novelty4)   Audience targeting5)   Relations...
Press Coverage Equation1)   Physical and cultural distance2)   Prominence3)   Novelty4)   Audience targeting5)   Relations...
Examples – At beginning of communication    Distance        Distance        Distance  Prominence      Prominence      Prom...
How much does PR costs ?• PR requires time, money, or both• If you don’t have time but you have money, you can hire.  PR A...
Social Media• Social media allows you to communicate directly to your audience   … but it doesn’t guarantee that anybody w...
MARKETING  (excluding advertising)                            2012-03-22   29
BE EVERYWHERE• Platforms: Windows, Mac, Linux, iOS, Android, XBLA, PSN, etc.• Distribution leaders: Steam, Retail• and run...
BE FLEXIBLE (with the price)• If you’re confident in your game, then letpeople play it as much as possible !•Flexibility i...
BUILD TO LASTOn iOS, the more games you make, the more money-per-game you’ll make.                                        ...
BUILD TO LASTIterating on several projects will bring you:     • Experience     • Community     • Cross-marketing opportun...
Platform-owner features• Most effective marketing in closedenvironments• No magic recipe, but possible tooptimize your cha...
COMMUNITY   (in very, very short)                           2012-03-22   35
What is a Community ?         « A community is a place where everyone knows your name »What do you need to start a communi...
Everything is Community• Communities are about social contact: Make it easy for players to createrelationships with you an...
SUMMARY• Know who you are and/or who you want to be• Know who your audience and your partners are, understand them• Commun...
Thank you!www.linkedin.com/in/juwerawww.massive.sewww.facebook.com/Ubisoft.Massive                              2012-03-22...
PR & Marketing for Small Game Studios - IGI "The Future is Bright" Conference 2012
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PR & Marketing for Small Game Studios - IGI "The Future is Bright" Conference 2012

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This is an "updated-for-slideshare" version of a 30-minutes conference I gave at the "Future is Bright" conference organized by the Icelandic Games Industry organization in March 2012 at Reykjavik.

It touches lightly on key tips for small video game studios to be more visible on the media scene, and understand better what they deal with as they start promoting their games internationally.

Published in: Business, News & Politics
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  • Anecdote arcane studio
  • Brian Fargo, Tim SchafferChristian Allen, Derrick Smith (Everquest II)
  • Brian Fargo, Tim SchafferChristian Allen, Derrick Smith (Everquest II)
  • The PopCapstrategy
  • The PopCapstrategy
  • Transcript of "PR & Marketing for Small Game Studios - IGI "The Future is Bright" Conference 2012"

    1. 1. JULIEN WERAPR & Marketing Manager 2012-02-17 1
    2. 2. Who is speaking ?PreviouslyA few past projects 2012-03-22 2
    3. 3. 2012-03-22 3
    4. 4. You ?• Developers ?• Publishers ?• Journalists ?• Students ?• Other ? 2012-03-22 4
    5. 5. “International PR & marketing for small studios” 2012-03-22 5
    6. 6. Entering the digital distribution era Number of games in selected digital platforms: 1500 400K 600K 453 XBLA 20K 2349 XLIG 650 VGDigital distribution has broken some barriers but one remains: visibility. 2012-03-22 6
    7. 7. Communication & marketing still matterIn communications schools, they still teach that theCommunication rule #1 is: ”You cannot not communicate”Actually... You can.It is called being invisible. 2012-03-22 7
    8. 8. 3 main types of communicationPR Marketing Community Management 2012-03-22 8
    9. 9. PR 2012-02-17 9
    10. 10. Know whoYOU are, and do PR your way Be remarkableDon’t try to mimic what othersdo. Being remarkable is themost effective and cheapestway to attract attention. Ifyou’re indie, freedom is yourbest asset, so use it ! 2012-03-22 10
    11. 11. Know whoYOU are, and do PR your way Be yourselfJust as you can’t out-ZyngaZynga, you can’t out-Behemoth The Behemoth. Findyour own way to create andcommunicate, and respect thecreation of others. Being acopycat because it’s « easier » isnot a solution for you or theindustry. 2012-03-22 11
    12. 12. Know whoYOU are, and do PR your way Be HumanGaming & Tech media arecomposed of human beingspassionated about gaming, justlike you. Loose the corporateformatting: it won’t make youappear bigger or moreprofessional. Simple gamer-to-gamer relationships are themost effective. 2012-03-22 12
    13. 13. Be Human – Part 2• Be personal in your communication, know who you’re talking to and what they want• Reward your early supporters, no matter how small they are, and never forget them• PR is Community Management, your community is just different 2012-03-22 13
    14. 14. • Understand your media contacts: • Get to know who they are before you ask for favors • What they want -> <- What you want. Like with any relationship, it has to come from both sides • Don’t spam: Even small blogs get up to 5 outreach from indie studios per week. Be remarkable to stand out. • Understand strong cultural differences if you market your game internationally • Most game editors are not professional, they do this by passion on their free time. Don’t waste it. 2012-03-22 14
    15. 15. Press Coverage Equation1) Physical and cultural distance • The farther you are from your contact, the least relevant you are • Cultural proximity can overcome geographical distance, or make the barrier strongerExemple: France and Japan are geographicallydistant, but culturally very close. 2012-03-22 15
    16. 16. Press Coverage Equation1) Physical and cultural distance2) Media prominence Who you are and what you’ve done matters a lot in your chances to get media attention. Try to develop your own media prominence, becoming the go-to expert on specific topics will secure you a lot more opportunities. 2012-03-22 16
    17. 17. Press Coverage Equation1) Physical and cultural distance2) Media prominence: The Kickstarter ExempleBrian Fargo > Derrick Smith Tim Schaffer Chris Allen 2012-03-22 17
    18. 18. Press Coverage Equation1) Physical and cultural distance2) Media prominence3) Novelty Something NEW will always get more coverage than something old. Media feed and live on novelty. If your studio is just doing new versions of something that already exists, your chances of getting covered are much lower. 2012-03-22 18
    19. 19. Press Coverage Equation1) Physical and cultural distance2) Media prominence Ex: The 3rd Gen of DotA games have a lot3) Novelty more trouble getting attention. The genre isn’t new anymore. 2012-03-22 19
    20. 20. Press Coverage Equation1) Physical and cultural distance2) Prominence3) Novelty4) Audience targeting 2012-03-22 20
    21. 21. Press Coverage Equation1) Physical and cultural distance2) Prominence3) Novelty4) Audience targeting Don’t blast your communication everywhere and hope that something sticks. Target your efforts, don’t waste time, energy and credibility contacting partners without a solid belief that they’ll be interested by what you have to offer. 2012-03-22 21
    22. 22. Press Coverage Equation1) Physical and cultural distance2) Prominence3) Novelty4) Audience targeting5) RelationshipsPR is about building relationship with people overtime. One-shot blasts never work, and results aremeasured over time. Remember: You’ll need manyshots ! 2012-03-22 22
    23. 23. Press Coverage Equation1) Physical and cultural distance2) Prominence3) Novelty4) Audience targeting5) Relationships 2012-03-22 23
    24. 24. Press Coverage Equation1) Physical and cultural distance2) Prominence3) Novelty4) Audience targeting5) Relationships6) Etc.Many more things factor in your equation, such as the timing ofyour announcement, the importance of your information, theplatform you’re on, the languages you use, etc. 2012-03-22 24
    25. 25. Press Coverage Equation1) Physical and cultural distance2) Prominence3) Novelty4) Audience targeting5) Relationships6) Etc. 1) + 2) + 3) + 4) + 5) + 6) = Your chances of getting media coverage 2012-03-22 25
    26. 26. Examples – At beginning of communication Distance Distance Distance Prominence Prominence Prominence Novelty Novelty Novelty Relationships Relationships Relationships 2012-03-22 26
    27. 27. How much does PR costs ?• PR requires time, money, or both• If you don’t have time but you have money, you can hire. PR Agency fee = 5K$/month on average per country. Can vary a lot depending on the contract and services.• Besides salaries, never for get to add to the bill: • Travel costs • Assets production costs (physical and digital) • Tools (most are free, some paid ones can be useful) 2012-03-22 27
    28. 28. Social Media• Social media allows you to communicate directly to your audience … but it doesn’t guarantee that anybody will be listening• What you use is not necessarily what your audience uses. Adapt to your userbase, because your users will rather leave than change for you. 2012-03-22 28
    29. 29. MARKETING (excluding advertising) 2012-03-22 29
    30. 30. BE EVERYWHERE• Platforms: Windows, Mac, Linux, iOS, Android, XBLA, PSN, etc.• Distribution leaders: Steam, Retail• and runner-ups: Impulse, Gamersgate, Origin, GamesPlanet, DLGamer, Amazon, Getgames,etc.• Renters: Gametap, Metaboli, OnliveWhen you’re new and unknown, make it easy for customers to find you, and claimthe space. You can be picky when you’re known enough that customers will look for you on their own. Requires time, experience, network (and an adaptable tech) 2012-03-22 30
    31. 31. BE FLEXIBLE (with the price)• If you’re confident in your game, then letpeople play it as much as possible !•Flexibility is a key advantage smallstructures have over large publishers• Sales can have a negative impact on yourbottom line, so make the most of them,market them heavily•Your free users are extremely important,don’t forget them • Word of mouth/Virality • Cross-promotion • Microtransactions • Etc. 2012-03-22 31
    32. 32. BUILD TO LASTOn iOS, the more games you make, the more money-per-game you’ll make. Source: streamingcolour.com/blog/ 2012-03-22 32
    33. 33. BUILD TO LASTIterating on several projects will bring you: • Experience • Community • Cross-marketing opportunities • Media prominence • Relationships leverage 2012-03-22 33
    34. 34. Platform-owner features• Most effective marketing in closedenvironments• No magic recipe, but possible tooptimize your chances: • Understand the platform’s audience • Use the latest platform’s features • Build relationships• The possibility of being featured istoo random, hope for it but don’trely on it 2012-03-22 34
    35. 35. COMMUNITY (in very, very short) 2012-03-22 35
    36. 36. What is a Community ? « A community is a place where everyone knows your name »What do you need to start a community ?• Something to talk about• Somewhere to talk about it• People (they do the talking) There is a big difference between having a community and having followers onFacebook or Twitter. A community implies bi-directional relation with the studio, as well as among the members. 2012-03-22 36
    37. 37. Everything is Community• Communities are about social contact: Make it easy for players to createrelationships with you and among themselves. Once again, it’s all about thepeople.• Everything you do will reflect on your community: Gaming communitiesare capable of everything and anything, never underestimate them. Theslightest change in gameplay, the smallest interview can have a strongimpact on them. Trust and Loyalty are the most important currency incommunity management, but they’re also extremely fragile. 2012-03-22 37
    38. 38. SUMMARY• Know who you are and/or who you want to be• Know who your audience and your partners are, understand them• Communicate often, share information, build relationships• Beware the ethnocentrism• Be everywhere• Be flexible• Reward those who support you Visibility isn’t easy, but you don’t invest resources in getting it, don’t expect people to invest time in you. 2012-03-22 38
    39. 39. Thank you!www.linkedin.com/in/juwerawww.massive.sewww.facebook.com/Ubisoft.Massive 2012-03-22 39
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