Subotron: PR Quest: Promoting Your Game Can Be An Adventure!

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If you are on any social media, you are de facto working in PR for your game. Don't be scared, level up and slay the PR monsters in a daring adventure!

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Subotron: PR Quest: Promoting Your Game Can Be An Adventure!

  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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