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Video games Distribution and Marketing

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Transcript

  • 1. Video Games Distribution and Marketing
  • 2. Aim
    • Understanding of both distribution/marketing strategies through presentation.
    • Apply the Distribution/Marketing strategies to own product through pitch planning.
  • 3. Where do you access your games?
    • GAME-The Shop
    • HMV
    • Xbox marketplace
    • Play.com
    • Amazon
    • Games Station
    • Playstation store
    • Itunes
    • Steam
    • Iphone apps store
    • Miniclips.com
    • Ebay
  • 4. Old Distribution Model
    • Retail centric – physical stores
    • Reliant on the manufacture and supply of the games disc and packaging.
    • Requires more initial outlay by the games publishers to produce the disc and box, this eats into their profit.
    • Limited space in store so limited stock & choice
  • 5. New Distribution Model
    • Games available; online
    • Playstation Network is free if you own the PS3.
    • Xbox Live is subscription based.
    • App Store- download IPHONE/POD/PAD games
    • Other Online Services
  • 6. Online Shopping
  • 7. OnLive
  • 8. Games Marketing
    • 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.
  • 9. This ‘hiding’ of graphics still goes on today…
    • 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.
    • http://www.youtube.com/watch?v=4FXPM_wChUs&feature=channel
    • http://www.youtube.com/watch?v=Xo4brjYeRjE
  • 10. Current Marketing Examples
    • 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.
    • http://www.youtube.com/watch?v=ccWrbGEFgI8
  • 11. Current Marketing
    • Social Media (new technologies, media convergence) is also playing a huge role in marketing campaigns.
    • 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.
  • 12. Viral Marketing
    • Viral refers to a method of advertising that relies on the online community to facilitate its message.
    • This means sharing a video, game,blog, or website in hopes that users will respond favourably and pass your content along to someone else.
  • 13. Viral Marketing
    • Hotmail- one of the first to pioneer viral marketing.
    • Every single email sent from Hotmail included a small advert promoting the service in the footer.
  • 14. Viral Marketing
    • Giving your audience entertainment, instead of a sales pitch.
    • GTAIV viral marketing reveals wanted posters
  • 15. Guerrilla Marketing
    • The concept of guerrilla marketing was invented as an unconventional system of promotions.
    • STOP AIDS
    • CAMPAIGN
  • 16. Guerrilla Marketing
    • 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.
  • 17. Colgate
  • 18. 2012 Film
  • 19. Panasonic Vacuum
  • 20. Classifications
    • BBFC
    • Responsible for the national classification of video games under the Video Recordings Act 2010
    • It is the responsibility of the individual game distributor or developer to decide whether a game requires statutory classification
  • 21. Classification
    • HUNTED - THE DEMON'S FORGE 15
    • Contains Strong Violence
    • GREEN LANTERN - RISE OF THE MANHUNTERS 12
    • Contains moderate fantasy violence
    • F.3.A.R. 18
    • Contains strong bloody violence
  • 22. Creating your own game!
    • How and where you would distribute your product?
    • What marketing strategies you would use to promote your product?
    • Think about the content of your game
    • And the classification.
    • Be specific with your examples
    • Pitch next lesson.