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Elphège kolingba - Marketing & PR - Online & Free to play Games - Case study
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Elphège kolingba - Marketing & PR - Online & Free to play Games - Case study

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A short presentation marketing plan for an online game in English. ...

A short presentation marketing plan for an online game in English.

This document will give you general ideas about :

· Marketing planning approach and communication for an Online videogame
· MMOs, business models and how to market them
· The competitive landscape for video games and gamer customers
· Online and offline marketing : specifically planning, advertising, co-promotional partnerships and business development

More info : http://fr.linkedin.com/in/elphegekolingba/en

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  • 1. Marketing case studyElphège Kolingba – Product Marketing Manager (French market) - 23/05/2011
  • 2. Agenda• About gPotato• An Overview of the French Video Games Market•Marketing & Communication Plan for an Online Game in France- Age of Wulin• Marketing Budget (French Market)• Q&A• AppendicesElphège Kolingba – Product Marketing Manager - Marketing case study - 23/05/2011 1
  • 3. About gPotato – Key figures• A gaming portal created in 2006 by Gala-net to service theEuropean Market from Ireland (localisation done forGerman, French, Italian, Polish, Turkish, etc)• Main activity : Publishing Free-To-Play (F2P) Online Gamesand Browser Games.• Business model : Micro-transaction based • Key figures (April 2011, Google Adplanner, France) • Players download games from site and play for free http://fr.gpotato.eu • Unique visitors (users) : 63 000 • Purchases gPotatoes currency and awarded with • Page views: 510 000 free bonus (paypal, credit card, sms, telephone etc.) • Total visits : 170 000 • Bonus are for Players to redeem items within the • Audience profile games (Special items) • 78% Male vs 22% Female • Interested in :• Subscribers : 5,000,000 + registered gPotato accounts • Massively multiplayer (MMO), strategy games, online games, adventure games, anime & manga• Main Competitors : other online browser based games • Others: Collectible card games , game consoles &« fremium » (ex: Dofus, Farmville, Mafia, Café World) Comic animation Elphège Kolingba – Product Marketing Manager - Marketing case study - 23/05/2011 2
  • 4. About gPotato – Main Product & Social InitiativesHeroic Fantasy/ FantasyArt Martial, CinematicMMROPG Allods Online Rappelz Age of Wulin Prius OnlineManga style MMO/MMORPG(Roller, Action) Flyff Dragona Street gears Iris OnlineBrowser-Based Games(Social MMORPG, MMORTS,Strategy online game,) Terra Militaris Castle of Heroes Canaan OnlineElphège Kolingba – Product Marketing Manager - Marketing case study - 23/05/2011 3
  • 5. Online video games market overview – Key Figures (1/2)2010 - Video games global status (source from Idate, june 2010 and GfK France 2010)Key Point : A Sustainable High Growth for Online Games •Reported 3 Billion Euros in revenue for the video games industry (hardware, Software, Online & Offline) AND 400 Million Euros for Online games segment (Source : Gfk France 2010) • Dematerialized represents 11% of the globale revenue• The Video games market shall keep growing due to the availability of online gaming and mobile games• Computer games sales met a slight drop contributed by the development of online computer games From 2010 to 2014 a decrease of 33,6% From 2010 to 2014 an increase of 14,5% Elphège Kolingba – Product Marketing Manager - Marketing case study - 23/05/2011 4
  • 6. Online video games market overview - Key Figures (2/2)2010 computer video games trends :• End of 2009 : Computers was the still the preferred platform for players in France (78,4% of players onPC Vs 27% for Game Consoles (xBox, Wii, PS3, etc) Vs 18,6% for Handheld Games Consoles (PSP, DS, etc)• 2010: Computer Platform remains a favourite for certains video games segments - Strategy, RPG, MMOG• Sept. 2010 : Microsoft announces its return into the computer video games market Possible Online & Video Games Trends from Now to 2014 : • Online gaming will keep on being a profitable segment till 2013 : • By 2013, it will account for 20% of the market (Source : Gfk France) • By 2014, it will account for 46% of the total market of the video games (Source : Idate) • Online & Video games forms a core of social media initiatives : players communicates socially when playing online via the Free-To-Play games and on special networks for game consoles. Focus 2010 - Computer • Video Games are moving unto the mobile devices through advance technology Successful Online Franchises • Apple’s iPhone, iPod, iPad devices , Android based phones Elphège Kolingba – Product Marketing Manager - Marketing case study - 23/05/2011 5
  • 7. Online Video Games Market Overview – Gamer CustomersLandscape of the French MMO Gamer Customers * :Key Point : Strong attraction for Japanese manga style games= > a real opportunity for the industry of free to play• 8,5 M French Gamers from age 13 years old and above who plasyMMO based games • Almost 95% on Free-To-Play • 1,5 M Pays in advance to play MMO • 62% plays browsers and/or downloadable games• By 2010 there was an increased of 60% in the global consumerinvestments on MMO (240 M €) versus in 2009• MMO - French consumer/gamer profiles • 67% Male • Majority (58%) are above 25 years old • 65% of players paying F2P are above 25 years old • Focus : 45% male between 16-25 years play MMO VS 64% on home video games consoles• General : Gamers’ preferred consoles • 68% plays on games consoles (xBox360, PS3, Wii, etc) • 54% plays on handheld consoles, 15-19% on smartphones** ** Source : mediametrie, 12/2010 Elphège Kolingba – Product Marketing Manager - Marketing case study - 23/05/2011 6
  • 8. Online video games market overview – Competitive landscapeMain : Online gaming Others : Video games (buy and download)Competitive gPotato Bigpoint Gameduell Skill7.com Pogo Orange/SFRadvantageBrand Type Mass market Mass single market Single Single Mass (hardcore market (Casual market market (hardcore & casual (hardcore gamers) (Casual (Casual & casual gamers) & casual gamers) gamers) gamers) gamers)Games type Browser Browser Browser Browser Browser Browser & F2P & F2P & F2P Others : Casual gamesFrench Search& Display X X X X X X (buy and download)campaignsFrenchSocial media X - - X - xinitiativesElphège Kolingba – Product Marketing Manager - Marketing case study - 23/05/2011 7
  • 9. Online video games market overview – Threats/OpportunitiesThreats Opportunities • 8,5 M French customers from 13 years + play MMO VS 24 millions on video games consoles • Strong French gamers’ attraction for Japanese created manga style games • 62% of customers playing MMO games are also on browser games • Increased paying consumers/gamers from MMO in 2010 (240 M €) VS 2009 • 64% male between 16-25 years plays on video games consoles • Online gaming shall continue to be developed as a social interactive initiation and Free to play and • Competitors publishes more flash based premium subscriptions browser games which are ‘weightless’ compared to heavy download F2P based games. • PC games consumers are also playing on home video games consoles (68%) and Smartphone/Mobile Devices (15-18%)Elphège Kolingba – Product Marketing Manager - Marketing case study - 23/05/2011 8
  • 10. Marketing & Communication Plan – Age of WulinAge of Wulin : Legend of the Nine Scrolls • Discover the history of ancient China, in a period which corresponds to the golden ages of martial arts • Develop a range of skills which covers both martial arts (kung fu Shaolin, Tai Chi, etc) and of ancient Chinese philosophiesThe game positionning : a historical Martial-arts MMORPG which provides all thatplayers can expect from a MMORPG typeGame assets : • A dynamic battle system with splendid 3D graphics • Challenges : PVE and PVP • Artisan based (Craft industry) large job classes, a huge map and many more• Targets : • Male/Female, 13-35 years old • Playing MMROPG • Interested in Online games, Adventure games, Anime & Manga • Collectible Card Games, Battle games Elphège Kolingba – Product Marketing Manager - Marketing case study - 23/05/2011 9
  • 11. Marketing & Communication Plan – Age of WulinOnline communication through : • gPotato main website & the game website itself • E-newsletters • Internet (search and content Google, MSN, Yahoo, Video games & Anime & Manga Websites) • Social Web & Event communication (Owned Media, Paid Media, Bought Media)Offline communication through (point to discuss) : • Print (video games magazines, artbooks & story books) • Famous video games/ Anime & Manga French Exhibitions • Partnerships with main Game consoles constructors & Telecom operators & Retailers to implement games /books through their online virtual Market and shops & websites Elphège Kolingba – Product Marketing Manager - Marketing case study - 23/05/2011 10
  • 12. Media plan for the promotion of Age of Wulin Communication tools/Period 02/06 15/06 20/06 30/06 10/09 03/06 to 25/06 : Slots on the main website Website 03/06 : E-newsletter 03/06 to 25/06 : Search on Google/Yahoo/Bing/MSN Internet 04/06 : Display on Online & video games websites 04/06 to 11/06 : Articles on Online & Video games websites 23/05 to 02/06 : Teasing on Twitter & Facebook & BlogsSocial Media 02/06 to 30/06 : 03/06 to 20/06 : Animation on Facebook & Twitter & Youtube Search on Youtube/Facebook 03/06 to 25/06 : Contest on Facebook and 25/06 to 30/06 : Contest on Twitter Print From 03/06 : Articles on shortlisted video games magazines Exhibitions Sept. to Oct. : Festival du jeu vidéo & Paris Games Week & Paris MangasElphège Kolingba – Product Marketing Manager - Marketing case study - 23/05/2011 11
  • 13. Marketing BudgetMarketing Campaigns Budget for the MMORPG - Age of Wullin -Legend of the Nine Schrolls : CostActivities forecasting (fictionnal)DigitalPrint (advertising) 8 000 €SEM (Google, Yahoo/Bing) 15 000 €Display on websites (banner, landing page) 5 000 €Advertising of Social Media (Facebook, Youtube, Blogs) 8 000 € Total 36 000 €OfflineEvent Communication (exibitions) 10 000 € Total 10 000 €Elphège Kolingba – Product Marketing Manager - Marketing case study - 23/05/2011
  • 14. Q&A Thank you for your kind attentionElphège Kolingba – Product Marketing Manager - Marketing case study - 23/05/2011 12
  • 15. AppendicesElphège Kolingba – Product Marketing Manager - Marketing case study - 23/05/2011 1
  • 16. Marketing & Communication Plan – Age of WulinOnline communication through Gpotato website : 1 • 2 slots on the home page with an interactive banner • A permanent slot into the downloadable games section alongside with other games 2 3Elphège Kolingba – Product Marketing Manager - Marketing case study - 23/05/2011 2
  • 17. Marketing & Communication Plan – Age of WulinOnline communication through Age of Wulinwebsite : • Facebook Connnect : give a 3rd option to help visitors registering 1 themselves quickly • Share/ Recommend/Tweets buttons on media and news sections to help social media users to relay contents 2 3Elphège Kolingba – Product Marketing Manager - Marketing case study - 23/05/2011 3
  • 18. Marketing & Communication Plan – Age of WulinOnline communication through an e-newsletterto subscribers (according to targets) : • A layout presenting the game news, a quick description of the items /game assets and annoncing a contest on social media 1 TEXT DESCRIPTION • A Youtube video Link and a quick sharing 2 section Text Send to a friend 3Elphège Kolingba – Product Marketing Manager - Marketing case study - 23/05/2011 4
  • 19. Marketing & Communication Plan – Age of WulinOnline communication through Internet : • Search compaigns on Google/Yahoo /Bing : key words & sponsorised announces 1 • Display on MSN (banner) about the game • Display campaigns (landing section) through video games & Anime & Manga websites 2- 3Elphège Kolingba – Product Marketing Manager - Marketing case study - 23/05/2011 5
  • 20. Marketing & Communication Plan – Age of WulinOnline communication through Social web : • Facebook *– French Fan Page • 3 advertising campaigns • Animation : trailers, screenshots , a Quizz with rewards (ex : Free gPotatoes currency to have fun in the game) 1 • YouTube –French Channel • Videos sponsorised campaigns • Video trailers & Gameplay video & Webisodes highlighted on the channel • Twitter – French account • Teasing and tweets about the game (news, items, characters’ story etc.) • Tweet contest to boost the number of followers • Blogs/forums 2 • Articles, videos implementations or clickable bannersElphège Kolingba – Product Marketing Manager - Marketing case study - 23/05/2011 6
  • 21. Marketing & Communication Plan – Age of WulinOffline communication through (point to discuss) : • Print (video games magazines, artbooks/story books) • Famous video games/ Anime & Manga French Exhibitions : • Festival du jeu vidéo & Paris Games Week (sept. – oct. 2011) 1 • Identity opportunities & Partnerships with main games consoles constructors to implement games through their online virtual Market (PSN, XBLA, WIIWARE) • Players can dowload the game into the home consoles stores and play it for free BUT can buy items through the same store 2 • Notifications are made through their personnal Facebook pages (linked to the game website) • Identify opportunities to develp games on smartphone (Apple) and French Telecoms operators • Free downloadable game with items selling 3Elphège Kolingba – Product Marketing Manager - Marketing case study - 23/05/2011 7