Trevor Longino
Head of Marketing & PR, GOG.com
PR Quest: The Adventure to
Make your Game Famous!
Partner companies
100+
Unique visitors / month
1.7M+
Downloaded games
10M+
Countries with paying users
190+
GOG.com is the...
YOU are a Public Relations contact for your
company
Beginning Your Adventure
You Need 3 Things:
Honesty Creativity Delight
The Shield of Honesty
The Shield of Honesty
●When a Launch Goes Wrong
●What Went Wrong:
●Communication between devs and partners
●Communication ...
The Shield of Honesty
●When You Don’t Prepare for Change
●What Went Wrong:
●Considering what the change meant to users
●In...
Hey! Listen!
●Tell your fans when things go wrong--or right!
●Communicate Change Clearly
The Sword of Creativity
●A Double-Edged Sword
●What Went Wrong:
●We didn’t know how gamers made use of GOG
●Once we were aware of strong reaction,...
●Doubling Down on Success
●What Went Wrong:
●Too Much of a Good Thing
●Coordinating Message Across All Media
●What Went Ri...
Hey! Listen!
●Not all creative ideas are great ones
●Be obsessed with being different
The Triforce of Delight
Building Delight into your DNA
The Delight of Free
●50% of free copies given away to new accounts
●33% of those new accounts come back to GOG & buy again...
The Delight of Fair
●Charging flat prices worldwide gets around $1 = €1 / £1
●More than 10 million downloads coming from e...
The Delight of Love
Hey! Listen!
●Find the unexpected awesome thing and do it
●When you delight people, they trust you and will
want to buy th...
5 Things You Can Do Now
Speak Differently +
Encourage Involvement +
Show Excitement! +
Be Visible
Show Humanity + +
Hey! Listen!
●Honesty: talk like humans to your fans
●Creativity: find the better way
●Delight: surprise and amazement bui...
Hey! Listen!
●Honesty: talk like humans to your fans
●Creativity: find the better way
●Delight: surprise and amazement bui...
Hey! Listen!
●Honesty: talk like humans to your fans
●Creativity: find the better way
●Delight: surprise and amazement bui...
It’s Dangerous to Go Alone!
PR Quest: The Adventure to Make Your Game Famous (GDC Europe 2013)
PR Quest: The Adventure to Make Your Game Famous (GDC Europe 2013)
PR Quest: The Adventure to Make Your Game Famous (GDC Europe 2013)
PR Quest: The Adventure to Make Your Game Famous (GDC Europe 2013)
PR Quest: The Adventure to Make Your Game Famous (GDC Europe 2013)
PR Quest: The Adventure to Make Your Game Famous (GDC Europe 2013)
PR Quest: The Adventure to Make Your Game Famous (GDC Europe 2013)
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PR Quest: The Adventure to Make Your Game Famous (GDC Europe 2013)

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This slide deck accompanies the talk that Trevor Longino gave at GDC 2013. It goes through three core values that you need to succeed at your quest to make your game famous: Honesty, Creativity, and Delight.

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PR Quest: The Adventure to Make Your Game Famous (GDC Europe 2013)

  1. 1. Trevor Longino Head of Marketing & PR, GOG.com PR Quest: The Adventure to Make your Game Famous!
  2. 2. Partner companies 100+ Unique visitors / month 1.7M+ Downloaded games 10M+ Countries with paying users 190+ GOG.com is the second-largest independent digital game distributor on the market GOG.com is the largest 100% DRM-free distributor in the world
  3. 3. YOU are a Public Relations contact for your company
  4. 4. Beginning Your Adventure
  5. 5. You Need 3 Things: Honesty Creativity Delight
  6. 6. The Shield of Honesty
  7. 7. The Shield of Honesty ●When a Launch Goes Wrong ●What Went Wrong: ●Communication between devs and partners ●Communication between devs and community ●What Went Right: ●Team Members commitment to GOG.com values ●Communication between GOG.com and community
  8. 8. The Shield of Honesty ●When You Don’t Prepare for Change ●What Went Wrong: ●Considering what the change meant to users ●Informing users & communicating honestly upfront ●What Went Right: ●Commitment to engage community more in discussion
  9. 9. Hey! Listen! ●Tell your fans when things go wrong--or right! ●Communicate Change Clearly
  10. 10. The Sword of Creativity
  11. 11. ●A Double-Edged Sword ●What Went Wrong: ●We didn’t know how gamers made use of GOG ●Once we were aware of strong reaction, didn’t adjust ●What Went Right: ●GOG.com got massive press coverage ●Learned a lot about our users & future marketing The Sword of Creativity
  12. 12. ●Doubling Down on Success ●What Went Wrong: ●Too Much of a Good Thing ●Coordinating Message Across All Media ●What Went Right: ●Reputation Shift for Media ●Massive coverage & foot traffic The Sword of Creativity
  13. 13. Hey! Listen! ●Not all creative ideas are great ones ●Be obsessed with being different
  14. 14. The Triforce of Delight
  15. 15. Building Delight into your DNA
  16. 16. The Delight of Free ●50% of free copies given away to new accounts ●33% of those new accounts come back to GOG & buy again Note: You probably can’t give away your game--you’ll go broke. •but what *can* you give away? Walkthroughs, Let’s Plays, demos, etc..
  17. 17. The Delight of Fair ●Charging flat prices worldwide gets around $1 = €1 / £1 ●More than 10 million downloads coming from every country in the world
  18. 18. The Delight of Love
  19. 19. Hey! Listen! ●Find the unexpected awesome thing and do it ●When you delight people, they trust you and will want to buy the next game you make, too!
  20. 20. 5 Things You Can Do Now
  21. 21. Speak Differently +
  22. 22. Encourage Involvement +
  23. 23. Show Excitement! +
  24. 24. Be Visible
  25. 25. Show Humanity + +
  26. 26. Hey! Listen! ●Honesty: talk like humans to your fans ●Creativity: find the better way ●Delight: surprise and amazement builds brands Questions?
  27. 27. Hey! Listen! ●Honesty: talk like humans to your fans ●Creativity: find the better way ●Delight: surprise and amazement builds brands Questions?
  28. 28. Hey! Listen! ●Honesty: talk like humans to your fans ●Creativity: find the better way ●Delight: surprise and amazement builds brands Questions?
  29. 29. It’s Dangerous to Go Alone!

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