League of Legends Marketing Strategy for Russia

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League of Legends Marketing Strategy for Russia

  1. 1. Marketing & PR strategy for Russian market
  2. 2. Product OverviewAction RTS, MOBA, DotA based MMO gameRelease date: October, 27 2009Free2play, Freemium model32 million registered players – “League of Legends nowbigger than World of Warcraft” PC Gamer 1.3 million people are playing at the same time 4.2 million daily playersOfficial discipline of WCG 2010 & 2011Multiple awards from IGN, Gamasutra, Gamespy andothersIn Russia: not published, unofficially localized by fans
  3. 3. Russia: what is necessary to know Saint-Petersburg Moscow Russia Population 16+ 57 762 200 4 008 500 9 190 000 43,8% 53,1% 44,6% Gender 46,9% 55,4% 56,2%Education 4,5% 63,2% 32,3% 5,6% 57,8% 36,5% 6,6% 66% 27,4%(inc.secondarysecondaryhigher) Income(А/В/С/no answer*) 19% 43,4% 13,8% 23,8% 24,2% 40% 15% 20,8% 24,2% 40% 14% 21,8% 16-19 4,5% 4% 5,3% Age 20-24 9,2% 7,6% 10% 25-34 19,6% 19,4% 20,8% 35-44 15,9% 18,1% 16,5% 18,3% 19,8% 18,4% 45-54 15,4% 14,8% 14,3% 55-64 17,2% 16,4% 14,7% 65+ Unemployed 2,6% 3,7% 3,3% Social status Housewives 4,6% 7% 5,7% Students 5% 4,7% 6,6% White-collar workers 10,3% 12,3% 12,4% Managers 10,9% 12,4% 9,7% Specialists 13,2% 17,3% 14,6% Other 15% 11% 12% Blue-collar workers 15,4% 9,2% 14,8% Pensioners 23% 22,5% 20,9% *- Income A: below average, B: average, C: above average ** - According to TNS Gallup Russia, M’Index statistics, 2011
  4. 4. Russian gamers’ social-demographic statsPlaying computer games at least once a week Social status Far East Region 5% Housewives, young mums Other Managers 7% 13% 11% Siberian Region Unemployed Specialists 15% Central Region 5% 17% 30% Ural Region Pensioners 8% 5% White-collar Southern Students workers Region Northwest 13% Blue-collar 13% 11% Region workers 11% 16% Privolzhsky Region Male/16-19 20% Male/20-24 Age/Gender 1% Monthly income, per person Male/25-34 4% 7% Male/35-44 8% 10% Male/45-54 9% Male/55-64 A: Below No answer average Male/65+ 23% 24% Female/16- 17% 19 13% Female/20- C: Above 24 average Female/25- 34 15% B: Average Female/35- 7% 10% 44 38% Female/45- 4% 54 7% Female/55- 64 1% 2% *- According to TNS Gallup Russia, M’Index statistics, 2011
  5. 5. Russian gamers’ social-demographic stats Age/Gender% of TA TA Affinity* TA Affinity* % of TA*- Affinity higher than 100 means that this kind of activities is more typical for this group than for a whole concerned population**- According to TNS Gallup Russia, M’Index statistics, 2011
  6. 6. % of TA Russian gamers’ social-demographic stats TA Affinity**- Affinity higher than 100 means that this kind of activities is more typical for this group than for a whole concerned population**- According to TNS Gallup Russia, M’Index statistics, 2011
  7. 7. Target AudienceAccording to the social status auditory can be divided into three groups: Students & unemployed (a lot of free time, low personal income) Blue-collars & white-collars («grown-up» students with income below average, possibly –without higher education) Managers & specialists (independent consumers, «intellectuals», income above average)Prevailing majority of gamers: men, 16-44The younger man is – the harder he playsThe core of the TA: men, 25-34
  8. 8. Competitive SceneProduct Developer Release Type Model Publisher in Year of Total Ads date Russia localization registered preferences* playersWorld of Wargaming.net 2010 MMO- f2p Wargaming.net 2010 18+ million Internet, TV,Tanks action pressWorld of Blizzard 2004 MMORPG p2p Blizzard 2008 12+ million Internet, TV,Warcraft Entertainment Entertainment pressLinage 2 NCSoft 2003 MMORPG f2p Innova Systems 2008 20+ million Internet, pressRIFT TRION 2011 MMORPG p2p Belver 2011 Internet, press, TVBloodline Stunlock Studios 2011 MOBA f2p Innova Systems 2011 InternetChampionsHeroes of S2 Games 2010 MOBA f2p Garena 2011 InternetNewerthAllods Astrum Nival 2010 MMORPG f2p Astrum Nival 2010 4+ million Internet, TV, pressPerfect Beijing Perfect 2005 MMORPG f2p Astrum Nival 2008 6.5 million Internet, TV,World World pressAion NCSoft 2008 MMORPG p2p- Innova Systems 2009 Internet, press, >f2p TVKaros GalaxyGate 2010 MMORPG f2p NIKITA ONLINE 2010 Internet, TV, pre ssRappelz Gala Lab 2009 MMORPG f2p NIKITA ONLINE 2010 Internet, pressEVE Online CCP Games 2003 MMORPG p2p CCP Games 2010 360+ Internet, TV, thousand press *- According to TNS Gallup Russia statistics, 2011
  9. 9. Most advertised in 2011*1 Perfect World2 Allods3 World of Tanks4 Linage 25 Karos6 World of Warcraft7 Rappelz8 EVE Online *- According to TNS Gallup Russia statistics, 2011
  10. 10. SWOT analysisFactors Helpful HarmfulInternal origin Strengths Weaknesses Innovative multiplayer mechanics Outdating graphics engine Successful development of the Lack of connection to the well-known DotA gameplay features DotA: Allstars image (considering it as Original game design the easiest way to present & describe Achieved server stability the product in Russia) Player’s Activity Moderation system No Russian localization invention Lack of campaign mode and single Free2play model helps avoid player options widespread piracy in RussiaExternal origin Opportunities Threats Large existing & highly active High variety of MMO games community of Russian LoL players throughout the market Active & vast auditory of young Aggressive competition gamers between MMO games, the social Massive ready-to-join-in community networks’ API products & browser of the former DotA players games on Russian market Undeveloped potential of the Russian Number of developing DotA clones social networks (Heroes of Newerth, Demigod, High interest in MMOG throughout Bloodline Champions, etc.) Russia Upcoming release of DOTA 2 (!)
  11. 11. Online PR strategyNewsletters, press-releasesSpecial interactive projects with online-mediaOnline competitions
  12. 12. Offline PR strategyInitiation of speakers comments & experts reviewBeta testing by the leading Russian gaming magazines and post-releasesOpen beta testingEvent: The Official Presentation of the Russian League of Legends: Product presentation Press-conference First Russian League of Legends open tournament Russian celebrities engagement“Igromir” exhibition involvementPress-meetingsPartnership development & cross-promotion – specializedmedia, cinemas, game-portals, gaming devicesmanufacturers, fashion brands & retailersAdditional merchandise development
  13. 13. Online Marketing strategyBanner advertising campaign throughout the largest gamingcommunities of Russian InternetInitiation of previews & experts reviews on the mostpopular gaming portalsConsolidation of unofficial community resourcesDevelopment of the mobile and API applications, givingability to instantly use resources of the community, storeetc.Payment system development (integration with the mostpopular on-line & electronic payment services)
  14. 14. Offline Marketing strategyATL: Gaming, IT, lifestyle press advertising Outdoor advertising TV advertising Sport TV-programs sponsorship CinemasBTL (Moscow, St.Petersburg, Yekaterinburg, Nizhny Novgorod, etc.): Promo-actions - introducing LoL at malls Theatrical & dressed street promotion actions
  15. 15. Community Development strategyCommunity meetings (meeting withdevelopers, cosplay parties, LoLbirthday parties, etc.)Creative contests (fan-art,development ideas, etc.)Local & inter-region tournamentsand championshipsEuropean communities integrationLoL Live Learning Center (livetraining courses & team games forone’s who wants to become aprofessional player)
  16. 16. Social Network Service development strategyDeep Vkontakte.ru (vk.com) integration: total of 110million of users, 30 million users daily, 70% - Russians Gaining control of the existing vkontakte communities (55k members) Special game content offer for the community members Special encouragement for new members attractionRussian Facebook community developmentMy.mail.ru & Yandex social services integration
  17. 17. Thank you for your attention! by Ivan Danyushkin Marketing & PR specialist St.Petersburg, Russia E-mail: danushkin@gmail.com Skype: jbpiton Cell: 007 921 183 53 87

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