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PR for F2P Games

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Presentation from GDC15 Free-to-Play summit. Best practices for PR for F2P (PC) games.

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PR for F2P Games

  1. 1. PR for F2P Games THOMAS BIDAUX CEO @
  2. 2. @icotom Online Games Consulting & Services 1999 - 2004 France Telecom 2004 - 2008 Ncsoft Europe 2008 - 2015 ICO Partners T h o m a s B I D A U X I N T R O D U C T I O N A L L O N L I N E
  3. 3. @icotom Online Games Consulting & Services PR background ICO PR history Data sources You? I N T R O D U C T I O N I C O M E D I A
  4. 4. @icotom Online Games Consulting & Services P R 1 0 1 : W h a t i s P R ? Get people to talk about you without paying them to do so.
  5. 5. @icotom Online Games Consulting & Services P R 1 0 1 : W h y d o P R ? Brand awareness Player acquisition 10th hit on the head
  6. 6. @icotom Online Games Consulting & Services P R 1 0 1 : P R f o r m o b i l e F 2 P • Will cover PC F2P game PR today • PR for mobile is more difficult and more for brand awareness
  7. 7. @icotom Online Games Consulting & Services P R 1 0 1 : P R f o r m o b i l e F 2 P
  8. 8. @icotom Online Games Consulting & Services Editors’ motivation is key U N D E R S T A N D I N G M E D I A • Reporting a story is different from reporting news • Editors have core topics they are more familiar with than others
  9. 9. @icotom Online Games Consulting & Services Great story U N D E R S T A N D I N G M E D I A : F l a p p y B i r d • Rags to riches • Exotic • Drama
  10. 10. @icotom Online Games Consulting & Services • Game announcement • First screenshots • First trailer • Beta start / preview possibilities (even if press only) • Release date announcement • Release announcement (+ launch trailer) T Y P I C A L G A M E N E W S B E A T S What is next?
  11. 11. @icotom Online Games Consulting & Services ● Game announcement ● Assets release ● First looks article ● Close Beta (better if press can get in ahead) ● Open Beta (better combined with high perceived value assets) ● “Launch” F 2 P N E W S B E A T C O N S I D E R A T I O N P r e - l a u n c h b e a t s P r e - l a u n c h b e a t s • New content component release (Champion; God; Spaceship; Tanks) - pacing is important • Interviews (when possible) • Dev logs (more flexibility) • Large content addition • Large feature addition • Addition to the game • New platform
  12. 12. @icotom Online Games Consulting & Services F 2 P G A M E S B E A T S C O N S I D E R A T I O N S • Differentiate between the core news beat and the regular news beats • Understand your story – pitch it! • Understand the media interest – apply your own filter!
  13. 13. @icotom Online Games Consulting & Services S M I T E E X A M P L E
  14. 14. @icotom Online Games Consulting & Services [ I N T E R L U D E ] - W H A T A B O U T E S P O R T ?
  15. 15. @icotom Online Games Consulting & Services S P E C I F I C F 2 P C H A L L E N G E S • Competition for attention • Pre-conceived ideas on F2P • Wait-and-See approach • Monetization is a topic
  16. 16. @icotom Online Games Consulting & Services T A C K L I N G F 2 P C H A L L E N G E S • Competition for attention Stand out. Have a story • Pre-conceived ideas on F2P Research specific media F2P coverage • Wait-and-See approach Pre-empt doubt, pitch credibility • Monetization is a topic Don’t avoid it
  17. 17. @icotom Online Games Consulting & Services O T H E R C O N S I D E R A T I O N S • Give away opportunities Control volume: target dedicated media first • European landscape Opportunities vary from country to country Languages considerations – formal vs informal Scandinavian conundrum • Early Access Extra challenge
  18. 18. @icotom Online Games Consulting & Services Y O U T U B E R S / S T R E A M E R S What is true for regular games is true for F2P games: • Access to the game is interest #1, not stories • Understand channels’ themes and interests • Going after big fishes is not always the best investment in resources • It is a community
  19. 19. @icotom Online Games Consulting & Services T H A N K Y O U I C O P U B L I C R E L A T I O N S T E A M
  20. 20. @icotom Online Games Consulting & Services thomas@icopartners.com www.slideshare.net/ICOPartners www.icopartners.com/blog @icotom www.facebook.com/icopartners C O N T A C T I N G M E
  21. 21. @icotom Online Games Consulting & Services W W W . I C O M E D I A . E U B R I G H T O N U N I T E D K I N G D O M C O N T A C T @ I C O M E D I A . E U + 4 4 ( 0 ) 2 0 7 1 9 3 5 1 5 8

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