Valve - Online Marketing Campaign

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In the next year, Valve Software will enter the console market. The two main goals will be to interact with the community in order to gain the awareness and support, and to successfully introduce the new product.

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  • + OUYA?
  • Valve - Online Marketing Campaign

    1. 1. VA LV E S O F T WA R E ONLINE MARKETING CAMPAIGN Tina Kovacova MBA 563
    2. 2. EXECUTIVE SUMMARY In the next year, Valve Software will enter the console market. The two main goals will be to interact with the community in order to gain the awareness and support, and to successfully introduce the new product. "One of our goals was to combine highend power with a living-room-friendly form factor. Another was to help us test living-room scenarios on a box that's as open as possible.“ - Gabe Newell The online marketing campaign will consist of several elements, such as Steam platform advertising, launching event coverage, selected social media such as Twitter, Instagram and Tumblr. This presentation focuses on Steam platform advertising, leveraging the community and resources already within the Valve’s ownership. 2
    3. 3. CONTENT  Company Overview  Product Overview  Target Market  Campaign Overview  Campaign Highlights 3
    4. 4. COMPANY OVERVIEW 4
    5. 5. VALVE IS A CREATOR OF WORLD’S LARGEST ONLINE GAMING PLATFORM, GAME DEVELOPER AND PUBLISHER, CURRENTLY ENTERING THE CONSOLE MARKET. VALVE SOFTWARE HAS UNIQUE CORPORATE STRUCTURE, NO FROMAL MANAGEMENT OR EMPLOYEE RANKING.  Privately owned  65 million registered users  Over 25 million active  100% year-over year growth for past six years  70 to 400 employees in 7 years  Estimated value $2-4 billions 5
    6. 6. VALVE SOFTWARE IS COMPETING IN SEVERAL DIMENSIONS. AS A GAME DEVELOPER AND A SOFTWARE PUBLISHER (IN A FORM OF CONTENT DELIVERY). 6
    7. 7. PRODUCT OVERVIEW STEAM MACHINE 7
    8. 8. STEAM MACHINE IS THE NEXT PRODUCT IN VALVE’S PIPELINE, RELEASE PLANNED IN 2014. WITH STEAM MACHINE BEING RELEASED, VALVE WILL START COMPETING WITH MICROSOFT’S XBOX ONE AND SONY’S PLAYSTATION 4. 8
    9. 9. TARGET MARKET 9
    10. 10. A TYPICAL GAMER PROFILE Young men playing first-person shooters (FPS) and similar types of games, wanting highprecision aiming (similar to gaming mice quality) and highend graphics as well as high frame rate while playing games. 10
    11. 11. MARKETING CAMPAIGN OVERVIEW 11
    12. 12. FOR THE MARKETING CAMPAIGN FOLLOWING ELEMENTS WERE CHOSEN TO BEST DELIVER THE MARKETING MESSAGE TO THE CUSTOMERS 12
    13. 13. CAMPAIGN HIGHLIGHTS STEAM PLATFORM 13
    14. 14. DIRECT IN-STORE ADVERTISING CAMPAIGN 14
    15. 15. USE OF FRIENDS ENDORSEMENT AS AN INCENTIVE TO PURCHASE. 15
    16. 16. CUSTOMISED OFFERING – SOCIAL LISTENING AND DELIVERING SOFTWARE ACCORDING TO THE REQUESTS FROM COMMUNITY (SUCH AS FREE-TO-PLAY). 16
    17. 17. AFFILIATE MARKETING – ACHIEVEMENTS TIED TO OWNING STEAM MACHINE TIME INVESTED IN BUILDING A ‘NAME’ (REPUTATION) IN A GAMING COMMUNITY 17
    18. 18. PAIRING UP WITH ADDITIONAL PERIPHERALS – OCULUS RIFT 18
    19. 19. THANK YOU Tina Kovacova kovacova.sk@gmail.com

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