Mobile Game PR: A Candid Intro for Indies

Mobile Game PRA Candid Intro for Indies Luis Levy

But first… Let’s talk about me• Born in São Paulo, Brazil• Arrived in the U.S. in 2004 to attend UCLA• B.A. in Film & TV• Worked as a tester at Activision and Treyarch on AAA titles like Call of Duty and Quake• Wrote two books (Play the Game / Game QA & Testing [Game Development Essentials series)• Working in PR since Jan 2008• Co-founded Novy Unlimited / Novy PR in May 2011

The Truth About PR• There are no miracles• Games should speak louder than press releases• Developers should NEVER do their own PR• PR is much more affordable than advertising• PR is an investment• Launching without PR is like flying without wings. Unless you’re a rocket, you’re not going anywhere

…and miracles are not for everyone, anyway

The BasicsA launch requires the following: – Press release – Concept art – Screenshots – Trailer (or teaser + trailer combo) – Wire service – Media list + “blasting” software – Responsive, personable developers

The Mobile Conundrum• Mobile games are a dime a dozen• Literally thousands are released every day--most of them free• Mobile journalists are: (a) underpaid; (b) overworked; or (c) both• Securing coverage depends heavily on getting the basics right and making a great game• Even if a developer does everything in its power, a game might still fail to take off

What to Look for in a PR Firm• Beware of interns and non-gamers – Certain agencies promise senior account executives but instead put interns or junior execs in charge – Non-gamers are pacifists selling weapons. They’re ineffective at best• Don’t overspend – NEVER use a huge chunk of the budget to pay for an expensive PR program – Set some money aside for PR early on. You’ll sleep better at night thanks to a realistic budget and save money in the process

Novy PR clients in this piece: Woo Games,PlayScreen, Appy Entertainment

“Do”s and “Don’t”s• DO talk often with the PR rep via email or phone• DON’T go rogue or go “off the grid” for days at a time• DON’T assume you’re Steve Jobs or Mark Pincus. Or God• DO suggest ideas for articles and promotions• DO stick to deadlines

ErnCon (Android)

In Closing• Getting the basics right is essential to have a shot at making the game a hit• Beware of shady PR firms with no experience in video games and even shadier “publishers” with grandiose promises and a taste for revenue sharing• Don’t overpay but don’t think PR work should be free• Make the best game possible. Bad games sink launches• Be nice to your PR rep

Stay in Touch• Novy PR: www.novypr.com• Stray Pixels (personal blog): http://straypixels.tumblr.com/• Twitter: www.twitter.com/AtmanRising• Gamasutra: http://www.gamasutra.com/blogs/LuisLevy/8619 27/• Email: luis@novypr.com

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Mobile Game PR: A Candid Intro for Indies

by Luis Levy on Aug 09, 2012

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Mobile Game PR: A Candid Intro for Indies Presentation Transcript