SharkToothProductions

1. Distribution and Marketing Plan for
A Night to Dismember
Shark Tooth Productions
Kasha Hamilton
Katie Parkhurst
Dacoda McGee
Bashari Guidry
EBBS Project & Portfolio V
5/2/21

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I. Executive Summary
The Company:
Shark Tooth Productions consists of graduates of Full Sail University’s Entertainment
Business Program. The aim of the company is to serve the marketing and distribution
needs of media productions.
The Project:
The Project is for Horrorble Game’s game called A Night to Dismember which is an FPS
horror survival video game. The game is about a prison guard who does everything in his
power to escape the prison and his undead inmates.
Sales Projections / Return on Investment:
Based on a one-year investment a projected ROI increase of 52.64% based on a profit of
$789.65 was found. This was found with a projected return of $2289.65 at the end of the
first financial year after release on Steam and sale in a Brick-and-Mortar store.
Target Market:
The primary target market for "A Night to Dismember" is males between the ages of 18-24
who are located in Orlando, FL. This market is largely student or entry level workers with
fair amounts of leisure time that they spend playing first-person shooter games and
watching horror shows/movies.
Strategy:
The strategy for marketing “A Night to Dismember” is to use local events as well as social
media to show the game to the target market. By strategically placing ads during horror
and gaming events as well as sharing on social media, the game should be seen by gamers
all over Orlando.

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II. Company Information
Shark Tooth Productions
Shark Tooth Productions is the creation of a group out of Full Sail University’s
Entertainment Business program. Shark Tooth Productions serves the marketing needs of
various entertainment companies including movie studios, record labels, and gaming
productions.
Leadership Team
Shark Tooth Productions consists of a team holding a multitude of talents to bring the best
to their clients. Kasha Hamilton oversees leadership and quality management for Shark
Tooth Productions based on experience at her skills as our spokesperson and formal
education at Full Sail University including Leadership and Organizational Behavior and
Entrepreneurship in the Entertainment Business. Dacoda McGee’s experience has led to
him being a fit to oversee marketing and determining target markets. Dacoda learned his
specialty in Principles of Digital Marketing and Audience Metrics. Bashari Guidry handles
finance. His experience comes from Principles of Business Finance and Business
Accounting. Katie Parkhurst is in charge of production gaining experience from Personal
Branding and Entertainment Business Models.
Company Ideals
Shark Tooth Productions is a company that strives to help make the world feel a little more
by connecting people to entertainment. Maybe it’s introducing someone to a great lyricist
that speaks to their soul, an animated movie that makes them feel like a kid again, or a
zombie, first person shooter game that takes the player through a gambit of emotions. By
setting Shark Tooth Productions as the company that creates the bridge between media
and its fans, the company will cement its place in the shaping of the next wave of pop
culture trends.
Projects
Horrorble Games is still very early in the development of this game. While their expertise is
in the design and the technical production of the game itself, Shark Tooth Productions’ is
which people to get the game to and how. Since the Horrorble Games has a very vague idea
of where they see this game going in terms of marketing, the first step is to draw out of the
client what their vision is. Asking questions is a great way to do this. Shark Tooth can help
them figure out everything from what they want the story of their game to be, to how big of
a franchise they would like to see this turn into. As has been done with other games, Shark
Tooth could easily see more games, merchandise, perhaps even a movie based on this
game. Although that is all down the road from where we’re at now, envisioning what is
possible gives Horrorble Games a direction to pursue.
After helping Horrorble Games initially market and distribute A Night to Dismember, Shark
Tooth Productions would be there to ensure the game’s and company’s continued success

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in this arena. After seeing who this product is resonating with, Shark Tooth would have
further intel on where the intersection of what the fanbase wants and the company’s vision
is. Using feedback from both sides Shark Tooth can help Horrorble Games make educated
decisions about how to proceed. Maybe the users aren’t interested in a film adaptation of
the game like what has been done with Resident Evil, but maybe be interested with the
killer soundtrack like Tony Hawk’s games. Shark Tooth exists to collect, interpret, and
deliver the results of that type of information in order to see any client succeed.
Reading trends to help a client stay up to speed and even ahead of them is also vital. Shark
Tooth may see that zombies have run their course, so to speak, but werewolves perhaps
are the new ticket. Shark Tooth anticipates what is to come so clients can get ahead of the
curve. For Horrorble Games, this could mean releasing an edition with werewolves instead
of zombies being the opposition. Or the next part of the story could be what’s left of
humanity is now facing two unhuman entities. That part is not for Shark Tooth to decide.
That is left up to the client, knowing Shark Tooth has done due diligence to inform them of
the market and how it will most likely respond to whatever decision they feel is right.
III. Project Information
Creators: Horrorble Games
Title: A Night to Dismember
Media: Video Game
Genre: FPS Horror Survival
Hooks
Prison outbreak out of the Blue (play on words)
A frightening night you won’t forget
Break out of the outbreak `
An after-life sentence
This confinement isn’t solitary
Rip to pieces
Logline
A Prison guard does everything in his power to escape the prison and his undead inmates.
Premise

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A prison guard goes to work only to find out that the prisoners he is guarding have turned
into zombies and that he is trapped inside with them. He must try to find a way to fend off
the zombies while also try to get out of the prison

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IV. Distribution & Marketing Goals
With this plan Shark Tooth Productions l hopes to create a new franchise for lovers of
survival horror and zombies. Shark Tooth would like to help create a new series fans of the
genre can go to when they are looking for something to play. Given there are games that fit
this genre out now, but people do not want the same old thing they want something
different that adds more diversity to the entire genre that does things differently that other
companies are not doing.
The game should be distributed on the mainline consoles. Such as Sony’s PlayStation and
Microsoft’s Xbox. We would distribute on PC to Steam because it is the more widely used
platform and its far easier to distribute to a wide variety of people. Doing this and making
sure that Shark Tooth promotes the game properly would open the door to craft a new
series of games for fans to enjoy for years to come. A demo of the game would also be
beneficial so fans can see a glimpse of what is to come.
V. Target Markets
Primary Target Audience
A Night to Dismembers primary target audience resides in Orlando, Florida. Males ages 18-
24 are ideal because their age group plays the most video games (Clement, 2021). Also,
there’s a large college population in and around Orlando. This market will most likely earn
less than $40,000 a year or be students with little to no income. This market should
frequently spend free time playing video games and on computers. They also enjoy first
person shooter games and the horror/zombie genre. These customers spend time at school
or playing games and spend their money mostly on food and games.
Secondary Target Audience
After one year, A Night Dismembers target market should expand to females of the same
age. Between 2006 and 2019, females’ share of gaming rose from 38% to 46% (Clement,
2021). Geographically, Floridian cities like Tallahassee and Tampa should be targeted as
well. The females in the market should also be either college students or working basic
entry-level jobs. They are very similar to the primary target audience however could be
more attracted to the idea of playing alongside their boyfriends. Other than a few gender-
specific changes in modeling and color schemes this target market is very similar to the
primary one in a behavioristic and psychographic sense.
.

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VI. Distribution - Year One:
Self-Distribution Plan
Brick and Mortar Outlets
The store that was located to sell and or promote the game is called Gods & Monsters in
Orlando Florida. It is a local store that has social gaming, themed bar, and cosplay parties.
This store even has a website and a social media following they can draw in a pretty good
number of potential customers. It’s a good place to hold events like demo game plays, game
promotion, and even game sales.
Aggregator
The aggregator Shark Tooth finds most appropriate is an online gaming cite called Steam.
The game can use their early access system to have people play and comment on how to
improve the game. This way it can start making some sales while also getting customer
feedback on how to improve the game as it continues to be developed.
Project Website
The domain name Shark Tooth Productions recommends is through godaddy.com and is
horrorblegames.com. The site even tells you what points are good about the domain name
where they state “"Games" is a high value keyword that has an average sale price of
$1,969.00” and “"Games" is a widely used keyword.” Which will help anyone who is
searching for games to play to find Horrorble Games’ domain.
The main page would feature visuals/videos of the game and under the visuals will be a
link to where they can access and play the game. Then lastly will be a section called updates
where it will have updates of the games progress as it is in development. This could include
design visuals, demo release dates, story line edits, graphic edits, etc.…….
In the about tab will be the about tab where they will give a description about the
developers’ team as a whole and then under that will be pictures and small bios about the
game’s development team itself.
Another tab would be the surveys and comments tab where people who have played or are
interested in the games developments and could give the creators them input as they try
the game. The first thing would be a link to a survey about the games demo and then under
could be comment section.
The help tab/ FAQ page will be made to help customers with any common issues that they
experience and how to deal with them. It will also give information on how to set up their
profiles and how they can take surveys for the game’s improvement.
Customer Relationship Management Systems

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The way to collect customers data is by using both the website and the Steam cite comment
section of the game. The website will feature a survey on how the customer like the game
and what works and doesn’t. The comment section on both the game page and website can
also help the customers inform the developing team what changes will be needed to make
the game successful.
On the update section of Horrorble Games website is a good place to form relationships
with the customers because that’s where the team can communicate to the potential
buyers. The comment section is where customers reach out to the developers, but the
update section is where the developers communicate with the customers. The updates
could even be quick surveys of what direction the game should go or a way to show
possible directions and see what their response is.
As stated above the update and comment section/tabs is how to best utilize the
communication between the developers and the customers without having to give out
personal information. Steam has features that lets you deal with game glitches and game
performance surveys so, the website can focus solely on communicating between the
customers and developers.
To handle the suggestions and complaints the comment section will need to be reviewed at
least twice a week. Everyday would be ideal but until there is enough personnel for that,
twice a week should be fine. The creators can reply to each of the comments to either say
that they will take in account the suggestion or that they will see to fixing any concerns. The
website will also feature a help and FAQ page for common bugs and questions that
customers may have.
VII. Distribution - Year Two:
Finding a Large Distributor or Publisher
Considering A Night to Dismember will be released before it’s completion thanks to Steam’s
Early Access Program, diffusing further into other online distribution platforms is a viable
choice for Year Two distribution. Epic Games or GOG would be good choices for this. Epic
games offer a Sponsor-A-Creator program which could help quicken the pace of the game’s
development and popularity. GOG is rather selective with which games are published. GOG
will have to see potential in A Night to Dismember before publishing it. After achieving
sales and a following at this level, pursuing a direct relationship with a larger company will
be a more realistic option. A major publisher like Tencent Games, which is a parent
company to Epic, would be a good fit for this.
Other than the obvious presence on these platforms, a good place to demonstrate the
success of the game thus far is a gaming convention. An event such as E3 is very large.
Much too large for a company such as Horrorble Games at this time. E3 can cost upwards
of $50/square foot just for the floor space. This does not include other fees, or the cost of
customizing the space. A smarter option for Horrorble Games at this time is an event like
Gaming Community Expo. The event has become virtual. Horrorble Games will still have
the opportunity to interact with users as well as create potential business relationships.

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Attending these types of events shows larger publishers that there is a buzz around A Night
to Dismember and it is a game worth investing in.

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VIII. Sales Projections
Price and Sales Projections (based on $1,500 budget)
Price
Projected
Units
Projected Net
Revenue
Retail
The Game 5.99 100 599
The Games Soundtrack .99 15 14.85
DLC 1.99 30 59.70
Wholesale/Dealer Price** (Steam)
The Game 5.27 150 790.50
DLC 1.39 60 83.40
Outfit Pack (DLC) 1.39 50 69.50
Brick and Mortar Store Price*
The Game 4.49 150 673.50
Total Revenue Gained 2289.65
**Steam takes 30% of sales.
*Brick and Mortar Store takes 25%
Return on Investment (ROI)
Horrorble Games’ ROI would be 52.64% based on a profit of $2289.65 projected by the
close of the first year.
The ROI could decrease as far as -33.33% based on a loss of $500.00 on the lower end and
increase by ROI of 166.67% based on a profit of $2500.00 on the higher end.
This range was based on plus/minus of 25% based on research into our projected target
market.

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IX. Marketing
Marketing Tools
Gods and monsters
1. Homepage with game and updates
2. Instagram ad showing zombie inmate
3. Twitter ad showing zombie inmate
4. YouTube ad showing gameplay
5. Instagram ad showing gameplay
6. Poster ad in game store
7. Recorded reactions to gameplay posted on YouTube
8. Social media links on homepage
9. Branded posters with developer logo
10. Testimonials from gamers
11. Instagram ad explaining creative inspiration
12. Twitter ad explaining creative inspiration
13. Magazine ad
14. Purchasable prison posters
15. Prison zombie ad on YouTube
Promotion
Pre-Release (May-August)
Strategy
The pre-release strategy for “A Night to Dismember” is to first make targeted social
media advertisements. The ads are meant to simply show snippets of gameplay and
information that will get people talking about the game. These ads will all also say where
the game will be found and how it is played/downloaded. Social media sites like Instagram
and Twitter will run ads for relatively cheap. These are especially effective when setting
them to a specific geographical area. Also, flyers and posters stating the release date and
how to play as well as the game’s and the developers’ logos will be placed near game stores,
schools, and tech stores like Apple.
Tactics
• May 1st – May 5th: Photo ad on Instagram showing zombie and where
to play the game
• May 7th – May 14th: Photo ad on Twitter showing zombie and where to
play the game
• June 10th – June 15th: Send an affiliate to put up posters before the 6th
anniversary event at the local Gods and Monsters store– 5421
International Drive, Orlando, FL, 32819
• July 1st – July 6th: Post developer info on “A Night to Dismember”
website containing bio and experiences

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• July 26th – August 1st: Upload short gameplay snippet on YouTube,
recorded by a developer or tester
• August 10th – August 17th: Gameplay of tester screenshotted and
posted on Instagram
Release (October)
Strategy
The goal for the release of this game is to get it seen by as many people within the
target market as possible. By continuing social media presence, “A Night to Dismember”
will become an increasingly common thing for gamers to see and hear. Since this release
has been advertised for months, it should be anticipated by fps and horror game players.
The plan will continue to unfold by highlighting each distribution avenue. The website for
the game will be filled out to include important information about the developers and the
game itself.
Tactics
§ September 29th - October 1st: Send team of three to put up posters
with a zombie picture and where to play the newly released game
near entrances and exits at Rosen Shingle Creek for the Fantasma
Haunt and Horror Convention – 9939 Universal Blvd, Orlando, FL
§ October 1st: Post release on developer and game Social medias (incl.
website, twitter, etc.)
§ October 5th – October 12th: Multiple advertisements showing
gameplay by testers circulated through Instagram and Twitter
§ October 12th: Update website with testimonials from gamers
explaining key differentiators in “A Night to Dismembers gameplay
§ October 25th – October 30th: Post prison zombie ad on YouTube
Post-Release (November - April)
Strategy
“A Night to Dismember” will derive a lot of its successes and failures from the post-
release portion of the marketing plan. The main goal here is to keep players engaged as
well as continue to expand the customer base and grow. It’s important to keep up social
media presence here to remain relevant and on gamers’ radars. Players enjoying “A Night
to Dismember” will also want content that they can share with others. They will also be
looking for content to reinforce their experience. To meet the wants, walkthroughs and
more interesting clips should be posted on the homepage and social media.

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Tactics
§ November 11th – 18th: Post Instagram stories and Tweet about
inspiration for game and why it feels different than other FPS and
zombie style games
§ December 3rd – 10th: Post eye-catching screenshot of gameplay to
Instagram and Twitter
§ December 22nd – 26th: Make holiday posts on Instagram and twitter
with something festive, zombies, and the game and developers names
and logos
§ January 1st – 6th: Send two people to pin up posters near exit of Gods
and Monsters store– 5421 International Drive, Orlando, FL, 32819
§ February 6th – 10th: Post testimonials and fun/eye catching gameplay
clips from fans or testers on social media (Twitter, Instagram)
§ April 1st – 6th: Post a compilation of clips (either funny/action
packed/or informative) on YouTube, post its release on Instagram
and Twitter
§ April 11th – 13th: Send two teams of two to put up posters at local
GameStop game stores to celebrate game’s upcoming anniversary –
4200 Conroy Rd STE M217, Orlando, FL; AND 2430 S Kirkman Rd,
Orlando, FL

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X. Budget
Tactic Specifics Frequency (e.g.
daily, monthly,
quarterly)
Annual
Cost
Software
C++20 Coding software One time $289
Unity Game engine Monthly $420
Manufacturing
Shipping Shipment of games to brick-
and-mortar store
Quarterly $102
Media Advertising
Print Make and shipment of
posters for instore
Quarterly $250
Online Social Media Monthly $200
Website
Domain Name One year $3
Hosting Monthly $96
Product Placement Fees Steam One time $100
TOTAL $1460

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