Video Game Marketing - Game Software Project Management

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A lecture I gave at Sheffield Hallam University for the BSc (Honours) Games Software Development module Game Software Project Management about Video Game Marketing.

A lecture I gave at Sheffield Hallam University for the BSc (Honours) Games Software Development module Game Software Project Management about Video Game Marketing.

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  • 1. * © Simeon Pashley 2010. All rights reserved Twitter: @gamelinchpin
  • 2. © Simeon Pashley 2010. All rights reserved Twitter: @gamelinchpin * *Why is Marketing important? *Who do we market to? *How do we market? *When do we market? *Where do we market?
  • 3. © Simeon Pashley 2010. All rights reserved Twitter: @gamelinchpin * *Create Awareness *Create Desire *Sell more product
  • 4. © Simeon Pashley 2010. All rights reserved Twitter: @gamelinchpin Game Quality DesireSales Funding
  • 5. © Simeon Pashley 2010. All rights reserved Twitter: @gamelinchpin * *Sales & Marketing *Developers *Publisher *Everyone!
  • 6. © Simeon Pashley 2010. All rights reserved Twitter: @gamelinchpin * *Consumers Direct *Internal *External *Sponsors
  • 7. © Simeon Pashley 2010. All rights reserved Twitter: @gamelinchpin * *People who buy the game *Direct communication *Word of mouth marketing *Generate pre-orders
  • 8. © Simeon Pashley 2010. All rights reserved Twitter: @gamelinchpin * *Sales Teams *What is the game we’re going to sell? *How many can we sell? *Online Support *Anticipated demand
  • 9. © Simeon Pashley 2010. All rights reserved Twitter: @gamelinchpin * *Communicate with Consumers *Retail *Why should I stock this? *Will our audience by it? *Magazines *Will our readers find this interesting? *Will it sell more copies? *Can we sell more advertising? *Websites *Will we get more visitors?
  • 10. © Simeon Pashley 2010. All rights reserved Twitter: @gamelinchpin * *Sponsors fund the project *Co-Marketing *Deliverables – micro-marketing *Manage expectations
  • 11. © Simeon Pashley 2010. All rights reserved Twitter: @gamelinchpin * *Directly *Tradeshows (everyone) *Sales conferences (internal) *Show case (internal, media) *Roadshows (public) *Social Media (everyone) *Blogs (everyone
  • 12. © Simeon Pashley 2010. All rights reserved Twitter: @gamelinchpin * *Indirect *Gaming Specific – IGN, C&VG *Broad Spectrum – Metro, Guardian, GQ *TV campaigns *Physical Advertising – Buses, Trains
  • 13. © Simeon Pashley 2010. All rights reserved Twitter: @gamelinchpin * *Visual Assets – concepts *Videos *Playable Demo (not always GOOD!) *Development assets (mocap shoots, sound recording) *Written Copy *Interviews *Site Visits *Merchandise - Keep sakes/Gifts *Bundles
  • 14. © Simeon Pashley 2010. All rights reserved Twitter: @gamelinchpin * *Marketing Deliverables *Timed to coincide with release *And beyond *Duration of months *Sustaining a journey *Embargos *Exclusives – duration / features
  • 15. © Simeon Pashley 2010. All rights reserved Twitter: @gamelinchpin * *Early *Lightweight – artwork, ideas *Mid-term *Videos *Play-through *Late – close to release *Events, Playable game
  • 16. © Simeon Pashley 2010. All rights reserved Twitter: @gamelinchpin * *Post-release *Keep momentum going *Catch wave of latent buyers
  • 17. © Simeon Pashley 2010. All rights reserved Twitter: @gamelinchpin * Europe North America Middle East, Africe (MEA) UK, FR, DE
  • 18. © Simeon Pashley 2010. All rights reserved Twitter: @gamelinchpin Region Sales Marketing
  • 19. © Simeon Pashley 2010. All rights reserved Twitter: @gamelinchpin * *Why is Marketing important? *Who do we market to? *How do we market? *When do we market? *Where do we market?
  • 20. © Simeon Pashley 2010. All rights reserved Twitter: @gamelinchpin *