Video games Distribution and Marketing


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Video games Distribution and Marketing

  1. 1. Video Games Distribution and Marketing
  2. 2. Aim <ul><li>Understanding of both distribution/marketing strategies through presentation. </li></ul><ul><li>Apply the Distribution/Marketing strategies to own product through pitch planning. </li></ul>
  3. 3. Where do you access your games? <ul><li>GAME-The Shop </li></ul><ul><li>HMV </li></ul><ul><li>Xbox marketplace </li></ul><ul><li> </li></ul><ul><li>Amazon </li></ul><ul><li>Games Station </li></ul><ul><li>Playstation store </li></ul><ul><li>Itunes </li></ul><ul><li>Steam </li></ul><ul><li>Iphone apps store </li></ul><ul><li> </li></ul><ul><li>Ebay </li></ul>
  4. 4. Old Distribution Model <ul><li>Retail centric – physical stores </li></ul><ul><li>Reliant on the manufacture and supply of the games disc and packaging. </li></ul><ul><li>Requires more initial outlay by the games publishers to produce the disc and box, this eats into their profit. </li></ul><ul><li>Limited space in store so limited stock & choice </li></ul>
  5. 5. New Distribution Model <ul><li>Games available; online </li></ul><ul><li>Playstation Network is free if you own the PS3. </li></ul><ul><li>Xbox Live is subscription based. </li></ul><ul><li>App Store- download IPHONE/POD/PAD games </li></ul><ul><li>Other Online Services </li></ul>
  6. 6. Online Shopping
  7. 7. OnLive
  8. 8. Games Marketing <ul><li>Initially when the games industry was in its infancy games marketing tended not too focus on the game’s graphics – mainly as they were not as eye catching as they are now. </li></ul>
  9. 9. This ‘hiding’ of graphics still goes on today… <ul><li>Call of Duty 2: Finest Hour was released in 2005 with this advert that didn’t represent the game actual graphics despite the fact that they weren’t that bad. </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  10. 10. Current Marketing Examples <ul><li>Today games companies are far more sophisticated and eager to show off their graphics, often in abstract or interesting ways such as this Gears of War advert. </li></ul><ul><li> </li></ul>
  11. 11. Current Marketing <ul><li>Social Media (new technologies, media convergence) is also playing a huge role in marketing campaigns. </li></ul><ul><li>Most games have their own Facebook page and twitter feeds making contact with consumers far easier and more direct, such as this Call of Duty page. </li></ul>
  12. 12. Viral Marketing <ul><li>Viral refers to a method of advertising that relies on the online community to facilitate its message. </li></ul><ul><li>This means sharing a video, game,blog, or website in hopes that users will respond favourably and pass your content along to someone else. </li></ul>
  13. 13. Viral Marketing <ul><li>Hotmail- one of the first to pioneer viral marketing. </li></ul><ul><li>Every single email sent from Hotmail included a small advert promoting the service in the footer. </li></ul>
  14. 14. Viral Marketing <ul><li>Giving your audience entertainment, instead of a sales pitch. </li></ul><ul><li>GTAIV viral marketing reveals wanted posters </li></ul>
  15. 15. Guerrilla Marketing <ul><li>The concept of guerrilla marketing was invented as an unconventional system of promotions. </li></ul><ul><li>STOP AIDS </li></ul><ul><li>CAMPAIGN </li></ul>
  16. 16. Guerrilla Marketing <ul><li>Guerrilla marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, or any unconventional marketing intended to get maximum results from minimal resources. </li></ul>
  17. 17. Colgate
  18. 18. 2012 Film
  19. 19. Panasonic Vacuum
  20. 20. Classifications <ul><li>BBFC </li></ul><ul><li>Responsible for the national classification of video games under the Video Recordings Act 2010 </li></ul><ul><li>It is the responsibility of the individual game distributor or developer to decide whether a game requires statutory classification </li></ul>
  21. 21. Classification <ul><li>HUNTED - THE DEMON'S FORGE 15 </li></ul><ul><li>Contains Strong Violence </li></ul><ul><li>GREEN LANTERN - RISE OF THE MANHUNTERS 12 </li></ul><ul><li>Contains moderate fantasy violence </li></ul><ul><li>F.3.A.R. 18 </li></ul><ul><li>Contains strong bloody violence </li></ul>
  22. 22. Creating your own game! <ul><li>How and where you would distribute your product? </li></ul><ul><li>What marketing strategies you would use to promote your product? </li></ul><ul><li>Think about the content of your game </li></ul><ul><li>And the classification. </li></ul><ul><li>Be specific with your examples </li></ul><ul><li>Pitch next lesson. </li></ul>