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iOS Game Standard Launch Plan

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Here's a top-level plan for marketing and PR surrounding the launch of iPhone Games, iPad Games and iPod Touch Games.

There's an extra slide on the end with the major Digital Distribution players in the PC download space.

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iOS Game Standard Launch Plan

  1. 2. Standard iOS Launch Plan (Paid Model) (2 months)
  2. 3. Pre-Launch(2-3 weeks before launch) <ul><li>Create key message and media kit for use in outreach </li></ul><ul><ul><li>What is your game? </li></ul></ul><ul><ul><li>Feature list </li></ul></ul><ul><ul><li>5 screenshots </li></ul></ul><ul><ul><li>Trailer video </li></ul></ul><ul><ul><li>Logo </li></ul></ul><ul><li>Define advertising launch partners either CPA network or individual ad buys (~$2,000 - $4,000 budget) </li></ul><ul><li>Create ads </li></ul>
  3. 4. Ad Unit Guidelines   Recommended Maximum Initial Download Fileweight Recommended Animation Length (Seconds) 300 x 250 IMU - (Medium Rectangle) View IMU 40k :15 180 x 150 IMU - (Rectangle)  View IMU 40k :15 728 x 90 IMU - (Leaderboard) View IMU 40k :15 160 x 600 IMU - (Wide Skyscraper) View IMU 40k :15 300 x 600 IMU - (Half Page Ad) View IMU 40k :15 120 x 60 IMU - (Button 2) View IMU 20k :15 88 x 31 IMU - (Micro Bar) View IMU 10k :15
  4. 5. Launch Activities (Launch week and 4-5 weeks after) <ul><li>Draft and distribute a news release announcing that the game is available </li></ul><ul><li>Turn on advertising campaign and begin tuning performance </li></ul><ul><li>Pitch iOS editors and reviewers and provide the game for evaluation via gifting and developer codes (cost ~$250 additional for publisher) </li></ul><ul><li>Pitch interview opportunities – likely 4-5 interested sites at launch stage (hopefully) </li></ul>
  5. 6. Launch Activities (Launch week and 4-5 weeks after) <ul><li>Perform outreach to mainstream consumer media to try to generate wider coverage – if there is a relevant pitch angle </li></ul><ul><li>Develop creative pitch angle that expands beyond the core campaign </li></ul><ul><li>Aggregate coverage and awards and update game product page on website to tell new consumers how great it is </li></ul><ul><li>Decide whether to increase/decrease ad spend, continue or discontinue media outreach program </li></ul><ul><li>Tune outreach campaign to markets with greatest success and interest </li></ul>
  6. 7. Digital Download Percentages <ul><li>Steam – 51% </li></ul><ul><li>Amazon – 11% </li></ul><ul><li>Gamestop (including Impulse) – 11% </li></ul><ul><li>Games for Windows Live – 9% </li></ul><ul><li>EA Store (now Origin) – 5% </li></ul><ul><li>Direct2Drive (part of Gamefly) – 5% </li></ul><ul><li>Gamersgate – 1% </li></ul><ul><li>Gamesplanet – 1% </li></ul><ul><li>Gametap – 1% </li></ul>
  7. 8. Thank You [email_address] www.iesherpa.com

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