Distribution Plan - Behemoth

Distribution and Marketing Plan for
Behemoth
Parceling Media Inc.
Kristian Snow
Devin Stahlnecker
Jessie Valiente
Jimmy Gabriel
Eric Alpizar
Zachary Dehring
EBBS Project & Portfolio V
03/29/2020

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I. Executive Summary
The Company:
Parceling Media Inc. is a collective unit of business professionals with specialists in the
entertainment sector. To elevate an entertainment brand to its highest potential is
Parceling Media Inc.’s prime directive.
The Project:
Project Behemoth is an upstart indie video game developer currently creating their first
software product for PC. Their title, named Behemoth, is a multiplayer first-person-shooter
title designed for small network peer-to-peer engagement. The differentiating feature of
Behemoth from its competition is an evolutionary gameplay mechanic that rewards
performance, surmised in the logline: “Starting from the bottom, become the behemoth”
Sales Projections / Return on Investment:
Projected sales forecast amounts to a return of approx. $8400 rewarded from an initial
investment of $1,500. Low end calculations determine a ROI of 554%.
Target Market:
The year one target consumer is staged to focus on married white male homeowners, aged
34-38, with internet-related hobbies/careers who earn less than $90,000.
Strategy:
The vision of Project Behemoth’s initial launch is threefold: First is to occupy a space on
video game aggregator and community Steam as a free-to-play multiplayer product.
Second, is to create in-person brick & mortar activations at select LAN centers and gaming
stores in a hyper targeted region. Third, is the implementation of in-ap purchases after
release to generate revenue. Finally, the social proof perpetuated by word-of-mouth
interactions on social media will generate an exponential interest in the title for the
remainder of the year.

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II. Company Information
Parceling Media Inc.
A small marketing company for small entertainment projects, Parceling Media Inc. helps
find unique and affordable means for clients to market and sell their products.
Leadership Team
Parceling Media consists of a team with a multitude of talents bringing their best to
the client. Kristian Snow & Jessie Valiente oversee the distribution and marketing goals for
Parceling Media Inc. based on experience from previous marketing campaigns developed at
Full Sail University for companies such as Security BSides Orlando. While Jessie is the
creative one, Snows' strong demeanor balances their department on what the team can and
cannot do.
Devin Stahlnecker oversees the Target Market Department of Parceling Media Inc.
based on experience from previous marketing campaigns for different companies. Devin
has put together countless Personas and different people Behemoth should target.
Zachary Dehring oversees the Project Department of Parceling Media Inc. based on
experience from previous marketing campaigns for different companies. Zach remains on
point on what is it Behemoth needs to do and the different objectives it needs to achieve to
get closer to the goal.
Company Ideals
Parceling Media Inc. will aid in marketing and distribution from gaming, film, sports
and different businesses looking for marketing and distribution expertise. The goal is to
make people aware of the client’s product and the message they are trying to deliver. When
they hear Parceling Media Inc. people will already know what it is and what it does with no
questions asked.
Projects
Parceling Media Inc. hopes to see an exciting start of small game launches through
the distribution of Behemoth. It will secure 3-4 other small projects throughout the year to
develop a systematic pattern of discounted marketing and distribution. With each game,
film or sports product launched, the company becomes more efficient and experienced at
targeting the niche consumer with a niche game.

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III. Project Information
Creators: Project Behemoth
Title: Behemoth
Media: Video Game
Length: Ten Minutes
Genre: First Person Shooter
Hooks
“Battle as The Behemoth!”
“Fight conquer evolve become the behemoth”
“Behemoth”
“Conquer the world”
“Become The Strongest”
Logline
Starting from the bottom and evolving into what you can become, explore the everchanging
map with actual people and become the Behemoth.
Premise
Behemoth, a first-person shooter with modes in one versus one or one versus three. You
will exist in forever changing battlefields. Starting off small, you will become stronger by
fighting online players, you will evolve into the Behemoth and gaining strength with every
kill.

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IV. Distribution & Marketing Goals
The video game Behemoth was well built through an optimized C++ custom engine
and merits a distribution platform that recognizes the team’s accomplishments. Batchelor
from GameIndustry.Biz finds that at times, there can be over 730 games released per
month on the Steam platform alone (2017).. Bulkhead Interactive producer Joe Brammer,
who has been on Forbes 30 under 30 (Ewalt & Perez, 2017), says, “Nowadays you pretty
much need an indie publisher, or you need to have an amazing game… It would have to be
incredible” (as cited in Batchelor, 2017). Behemoth has unique randomization and 3v1
features, however these are not enough for it to stand alone in the sea of fierce competition.
Parceling Media Inc. primary one-year goal is to publish the game on a popular
aggregation website where potential employers will see it first on a professional storefront.
Behemoth’s storefront will have a demo reel and detailed descriptions which share the
skills of its creators in the best possible light. The demo-reel would leave their dream
employers ready to pull the trigger on hiring each member of the team.
Parceling Media Inc. secondary one-year goal is to build a fanbase which showcases
the Behemoth team’s diligent labor, and a reasonable return on investment. While no one
can promise success, it only takes one bestseller to give all future projects their credibility.
It does not even need to be a success in this fierce market. A modest group of interactive
gamers huddled around the concept of Behemoth can be enough kindling to keep the team
developing. Although this one-year plan builds on immediate goals, it lays a visible track
record for a future in game development.
The Behemoth development team and the Entertainment Business class have similar
goals. Both classes aspire to secure careers in an industry looking for people who stand out.
Our success is your success. It is in our best efforts to share the passion by getting the game
in the hands of first-person shooter fans, and subsequently under the eyes of hiring
managers.

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V. Target Markets
The target market for Behemoth is a very refined group of people, as it is necessary
to target only those who are likely to be interested in the game. The United States of
America holds the largest users at 22.5 million with the tendency to play open world games
and first-person shooters more often (McCann, 2019). The average gamer is 34 years old
with 70% of them being 18 years or older. 60% of Americans play video games every day
with 45% of them being women. Additionally, 70% of parents believe that video games
have a positive influence on their children’s lives (Yanev, 2019).
With this being said, those who Parceling Media Inc. will be targeting will reside in
the city of Seattle, Washington. This city is ranked overall the best out of any city in the
United States in terms of their ranks within categories such as Gaming Environment,
Internet Quality & Coverage, Gamer & Developer Opportunities, etc. (McCann 2019).
The primary target audience are 34 – 38-year-old Caucasian males who own a
home, live with a family, and have at least a High School Diploma. They are likely a graphic
designer or with a career alike and earn up to $90,000 annually. The secondary target
audience are Caucasian females who are also 34 – 38 years of age, rent an apartment, and
have at least a bachelor’s degree of science in Information Technology or a degree alike,
who is a gender equality enthusiast and also earns up to $90,000 annually.
Located in the appendices are two buyer persona identification cards that can be
referred to in order to get a better understanding of who is likely to buy Behemoth.
MARKET OVERVIEW
The United States of America holds the largest users at 22.5 million with the tendency to
play open world games and shooters more often (Galyonkin, 2018).
Facts by Yanev at Techjury (2019):
- The gaming industry is expected to reach $180.1 billion in revenue by 2021
- There are more than 2.5 billion video gamers around the world
- The average gamer is 34 years old
- 70% of gamers are age 18 or older
- 60% of Americans play video games daily
- 45% of US gamers are women
- 70% of parents believe video games have a positive influence on their children’s
lives

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VI. Distribution - Year One:
Self-Distribution Plan
Brick and Mortar Outlets
The primary target market for indie gamers is in Seattle, WA. The options available
for physical distribution & promotion have become increasingly limited since the digital
streaming age. When it comes to brick and mortar stores, the Parceling Media Inc. team
directly contacted a few and found they avoid purchasing indie games altogether. Game
Gurus responded with the example of how they might purchase a game for $50-$55 and
can only turn it around for $60, if it even sells at all. Another Castle sells indie games but
limits their distribution partners to Ingram Entertainment and D&H. Seattle is home to
several indie gaming events which offer opportunities to showcase your game, but they
only accept developers who live in their region, such as the Seattle Indies Expo (2020).
There are innovative ways around these traditional methods, with the best strategy coming
through free giveaways to gaming cafes and arcade venues.
When you offer a product for free to bring in sales through other avenues, it is
known as a loss leader. An example would be printers. Printers sell cheap, but the ink is
expensive. The strategy is to use the loss leader approach to install the game on LAN
centers and give scratch off cards which can serve as prizes or giveaways for store owners
(see Promotion). This will offer an incentive to the brick and mortar locations who now
have something they can give away for free.
The following is a small list of places to contact with these offers:
Consoles and Carboard
Type: Gaming Community (Offer Licenses)
Description: A place that friends and people from
all ages can enjoy surfing and online games.
Computer games and video games. Computer
repair services. (@royalgamingcafe,2020)
Address: N/A (changes with each meetup)
Website: meetup.com/consoles-and-cardboard/
Contact: Discord server
Royal Gaming Café
Type: Internet Café (Offer Licenses)
Description: A Meetup.com group of over 730
members who gather weekly to play pre-selected
games in their library.
Address: 4341 University Way NE #200, Seattle,
WA 9
Website:
https://www.facebook.com/pg/royalgamingcafe
Contact: m.me/royalgamingcafe | (206) 294-1318
Game X-Plosion
Type: Video Game Store (Offer Printed Cards)
Description: Buy -Sell Video Games, Music, Comics,
trading cards, guitars, Legos, toys & geek art and
figures.
Address: 4410 California Ave SW, Seattle, WA
98116
Phoenix Comics & Games
Description: Welcoming emporium with a variety
of comics & games, holding weekly game nights &
other events.
Address: 113 Broadway E, Seattle, WA 98102
Website: phoenixseattle.com
Contact: info@phoenixseattle.com | (206) 328-
4554
The Ice Box
Type: Arcade Center (Offer Printed Cards)
Description: New and vintage arcade and pinball
arcade for parties and fun nights.
Address: 615 NW Bright St | Seattle, Washington
Website:
https://www.facebook.com/pg/615bright/
Contact: info@gc-games.com
Meeples Games
Description: a friendly local gaming cafe for table-
top gamers located between the Alaska and
Admiral Junctions
Address: 3727 California Ave SW #2b,Seattle, WA
981
Website: meeplesgames.com
Contact: info@meeplesgames.com | (206) 535-
7896

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Website: facebook.com/Game-X-plosion-
484068498417973/
Contact: Use Website | (206) 935-1510
Pink GorillaUniversity District
Description: Game store with popular console,
computer & board games plus books, clothing,
novelties & candy.
Address: 601 S King St #101c, Seattle, WA 98104
Website: pinkgorillagames.com
Let’s Play! Café Games and Toys
Description:
Address: 214 North Lewis St Monroe, WA 98272
Website: http://www.letsplaycafe.com/
Contact: AskUs@letsplaycafe.com | (360) 243-
3683
Game Gurus
Description: Place to trade video games and
consoles, do repairs and buy comics.
Address: 9901 Aurora Ave N, Seattle, WA 98103
Website: seattlegamegurus.com
Contact: (206) 524-6566
Gamma Ray Games
Description: Sleek shop showcasing a wide variety
of board, card and role-playing games, plus
collectibles.
Address: 501 E Pine St, Seattle, WA 98122
Website: gammaraygamestore.com
FrothieBean Internet Café
Description: Petite brick Internet cafe provides
computers for guests, specialty espresso drinks &
patio seating.
Address: 375 SW Sedgwick Rd, Port Orchard,WA
98367
Website: facebook.com/Frothie-Bean-Internet-
Cafe-353822228044913/
Contact: m.me/353822228044913| (360) 895-
2233
HotwireCoffeehouse
Description: Petite brick Internet cafe provides
computers for guests, specialty espresso drinks &
patio seating.
Address: 4410 California Ave SW, Seattle, WA
98116
Website: hotwirecoffee.com
Aggregator
While there are multiple aggregators which offer better exposure to Behemoth,
Steam provides the most streamlined and guaranteed approach. According to Steamworks,
it only takes 1-5 days for Steam to review the game and check that the store is set up
properly, but there is a minimum 30-day waiting period before releasing your title to the
public, just in case something is missed. The most you will have to pay is $100, which
Steam returns after sales exceed $1,000. Lastly, Steam provides a revenue split which gives
Parceling Media 70% of sales, which is the standard (Valves Corporation, 2020).
It is advised that if plans change, and Parceling Media is given 3 months or more to
release the game on a publishing platform, then Steam is not a recommended source. Xbox
Live is a better alternative for the long haul. They offer a streamlined publication
experience through the ID@Xbox program. It has a little under 2,000 indie titles released to
date on a platform catering to over 60 million people (Xbox, n.d.). Compare this to Steam’s
730 game releases per month to a user base of 125 million (Batchelor, 2017)! The cost for
the ID@Xbox live program is $99 for software. While more development & debugging is
needed to publish a game here, it increases the credibility of Behemoth as a stable software
made by qualified developers.
Project Website
Behemoth will have an official website to point fans & prospects to showcase the
game. BehemothTheGame.com is an available title which GoDaddy offers for a cheap

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$11.99 domain registration in the first year, and $17.99 for additional years.
The front/home page of the website will feature a splash screen teaser video which
will automatically start playing on mute and display the title & logline of the game. A call to
action button will sit front & center with the title ‘play free now’. Clicking it will take the
user to Steam where the game is free to download. The top menu bar of the website will
feature the following anchor links: Home, Features, Store, About Us, News, Support. On the
far left, there will be a search bar and links to the official Twitch, Instagram & Facebook
pages. This is a scroll down website with a single page which you can keep scrolling down
until you’ve seen all the sections. An example of such a site is myfriendpedro.com. Clicking
the links on the top menu will drop the user down to the appropriate section. There will be
a downward facing arrow on the splash screen, encouraging users to begin scrolling.
The Features section will advertise the unique gameplay style of Behemoth. It
contains the premise of the game, multiple screenshots, and descriptions of unique benefits
to this product. A few benefits include the randomization of levels, customization of
weaponry and of course the 1v3 player mode. In one corner, there will be a store item
advertised, with a link that users can click to jump straight to the store section to buy it. It
will also feature a button to the Twitch chat, so a person can immediately jump into the
Behemoth gaming community. Last and most important, there will be a prominent “play
now for free” button on the page which links to Steam.
The Store section is a gallery of all the in-game purchases, but with a special 10%
discount. How does the in-game purchasing process work? When a customer clicks a buy
button in the game, developers will have built SDK code which works alongside Steam to
sell the in-game items for a 70/30 revenue split. If someone wants to buy products through
the Behemoth website, however, Parceling Media Inc. will collect 100% of funds through
Paypal, and give the player a Steam key to unlock the in-game item. A Paypal Business
Account will be the payment gateway processor. It takes 2.9% + 30 cents as their
processing fee with a fee reduction for microtransactions (Paypal, 2020). What are Steam
keys? Steamworks explains, “Steam keys are meant to be a convenient tool for game
developers to sell their game on other stores and at retail. Steam keys are free and can be
activated by customers on Steam to grant a license to a product” (2020b). In other words,
Parceling Media Inc. gets to keep 100% of profits if the sales team gives away Steam keys
instead of pushing people to buy items in the game. Parceling Media Inc. will generate
1,000 Steam keys per store item to have ready for the initial sales launch. To automate the
handout of Steam Keys, the WooCommerce License Manager plugin will be used. It is free
and integrates with Paypal (Bebić, 2020).
The About Us section is all about championing the game’s developers. Each
one will have a profile picture accompanied by a 120-word description of their role to
make the game happen. To introduce this section, a summary of 300 words maximum will
outline the fun & challenges of making Behemoth from conception to final release, along
with a small slideshow gallery.
The News section will feature articles from newest to oldest. The first article will
launch with excitement of the game’s release date and focus on hyping people up by
interviewing the game developers. The next article will appear the day before release as a

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final push, and feature reviews from testers who liked it. The third one will come out on the
day of release. Subsequent articles will report successes, positive reviews, and places
where the game is hitting distribution channels. There will be a subscription box on this
page for a person to submit their email and name in order to stay up to date on the most
recent news.
The Support section is where people can contact the Behemoth distribution team
with questions regarding purchases or glitches in gameplay. There will be an accordion
style FAQ which contains the most prominent questions. One of these questions will have
to be about how to redeem your Steam key. This will be updated based on what the
marketing team finds users ask the most. Under the FAQ is a submission form which will
email the team directly with user questions. Anything involving distribution will have a
response within 24 hours by the team. Any gameplay issues will be reported to the game
developers, and a canned response sent to the user that this issue will be addressed in
future updates, but Parceling Media Inc. is willing to issue a full refund. The actual
interactions will be much more complicated, but this conveys the idea.
On the very bottom of the site, there will be a footer with two columns. On the left,
will be a review from the most reputable influencer who has submitted their comments
about the game. On the right, there will be links to social media and a call to action for
people to subscribe & follow Behemoth on these channels.
Customer Relationship Management Systems
The purpose of a Customer Relationship Management system is to help maintain an
ongoing relationship with the consumers. This involves collecting data about them and
deciding how to apply this data in customer relations. The primary goal is to keep all digital
reviews and ratings of the game as high as possible through fast response and offering
users refunds, discounts, or giveaways if the issue cannot be resolved immediately.
Anywhere a button is offered to purchase the product, there will be a 30-day satisfaction or
your money back guarantee. The goal of Behemoth’s creators is not to generate high
revenues, but to gain high ratings and a large following.
Twitch will be the most direct form of contact to the consumer once the game is
purchased. The chat channels will be split between gameplay, and feedback. The gameplay
channel is left mostly for the players to create meetups and discuss aspects of the game. It
will include updates to the game, fun features, and insider stories to how the developers
made the game. The feedback channel is the way to monitor the transition of a prospect
into becoming a first-time buyer and eventually a promoter. If people are dealing with
issues, they will post in the Twitch feedback or on the support section of the website, rather
than on social media and other places where prospects might see it as a determent from
venturing further.
Through Google Analytics, the distribution team will track people’s monthly
engagement on Behemoththegame.com. What is their geographic location? How long do
they stay on the site? Which pages are they mostly going to, indicating their need to
interact with us? A monthly report on the findings will help us adjust the distribution
strategies and engagement throughout the year. If everyone is going to the FAQ page, for

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example, the marketing team will proactively answer FAQ questions through our social
media channels.
To connect the various sources of feedback from the website, Twitch and social
media, the team will use HubSpot’s CRM software. This will keep us aware of potentially
duplicating or dropping clients. If a user has, for example, posted an issue on Twitch
feedback and was followed up in an email, the team will not accidently duplicate efforts
with a Twitch response as well. Each issue will be tagged with an appropriate category. For
example, if it’s a purchasing issue, the tag will be ‘sales’. Tags which appear the most often
will be addressed as top priorities and dictate whether there needs to be an announcement,
changes in the processes, or updates to the FAQ.

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VII. Distribution - Year Two:
Finding a Large Distributor or Publisher
Entering into the second year of Behemoth’s release, Parceling Media Inc will pivot its
entire trajectory into software adoption; or perhaps intellectual property foster care. In the
first year, Behemoth ran the Steam circuit as a free-to-play property with lite freemium
options for a financial padding. Crossing this threshold, the next strategy will be to
relinquish the title entirely into the care of another developer to use on a subscription
service model.
Initials volleys of research returned aggregators such as Apple Arcade, which currently is
suffering from an extreme lack of multiplayer and/or FPS titles. Related to these findings is
game developer GameLoft; which features over 9 titles on the Apple Arcade platform by
itself, one of which titles notably is an FPS by the name of “Modern Combat V” (2020b).
Distribution’s areas of operation then fall into any gaming service that resembles and
includes Apple Arcade, as well as any lowercase developer that has some history with FPS
in the past. The home for Behemoth will be on a niche service for a niche audience, so it
must find a suitable home within this criterion.
The plan of attack is to hit the road; with very portable laptops installed with Behemoth on
hand and spreadsheets saved to the desktop to showcase the game’s journey to that point.
The distribution team moves from one major gaming convention to the next, hoping to get
in front of a large subscription-based model company or a sprawling game developer
willing to polish the project to perfection.
The tactic is simple; the point-blank handshake-initiated solicitation. This will be consorted
with a solid elevator pitch to list the key features, benefits, and KPIs of Behemoth in its first
year. If the pitch survives beyond this point, this is where the laptop demo is introduced. If
the pitch dies in the water, the team sticks and moves to the next party. Simple, precise, and
relentless.

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VIII. Sales Projections
Price and Sales Projections (based on $1,450 budget)
Steam exclusive (2.99 70/30 .897 = 2.093 * 300= 627.90)*
Price ProjectedUnits Projectednet revenue
Retail
Game Download $0 6,000 $0
In Game Purchases $2.99 600 $1,794
Premium Memberships $10 480 $4,800
In Game Ads $0.20 6000 $1,200
Wholesale/Dealer Price
Steam ExclusiveContent* $2.99 300 $627.90
ProjectedTotal Net Sales Revenue $8,421.90
Return on Investment (ROI)
The projected Return on Investment is 561% based on the Sales Projections in the chart
above. Given that the entire $1,500 budget is used, this was divided from the projected
total net sales revenue of $8,421.90 and then multiplied by 100% in order to calculate the
ROI.
The high-end estimate is projected to be a profit of $8,520 based on a ROI of 568% (an
increase of 7.07% according to the averages on Steam Prices).
The low-end estimate is projected to be a profit of $8,310 based on a ROI of 554% (a
decrease of 6.53% according to the averages on Steam Prices).

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IX. Marketing
Marketing Tools
 Behemoth Website – Links all Media and news about the game in one place
 Designs for Scratch-Off Tickets that have a download link for the game and in-game
merchandise
 Flyers – For Brick and Mortar Locations
 Facebook Post – Hype Posts about the game – Gameplay Videos
 Facebook Ads
 Instagram post – Shots of development – Hype Video
 Live Streams of the game on Twitch – Gameplay and Tournaments
 Influencer Supporters – Find Influencers in the FPS Genre that would support
Behemoth
 Online Virtual Tournament –Winner receives in-game content
 Behemoth YouTube Channel
 YouTube Ads
 Videos About the Development Process
 Demo-reel of the Game – Trailer
 Gameplay Videos
 Tournament Re-cap Videos
Promotion
Behemoth is going to need to market itself in an unconventional manner to stand
out in the world of FPS Shooters and Indie Games.
Pre-Release (April through May)
Strategy
Before the release of the game, a website must be developed for the
audience to have one central location to receive all of the news and updates
about Behemoth. This will serve as the headquarters for the download of the
game as well as for community engagement throughout the year. (Rolovic,
2019).
Parceling Media Inc. will be issuing out to the brick and mortar
locations a limited amount of special scratch off tickets that will offer the
customers a link to download the game and a code for special in-game gear
that can only be collected through scratch off tickets. They will also have
early access to the game. This will offer an incentive to the brick and mortar
locations as they can give this out to their customers and keep them coming
back because they were given something free. This will also let us capitalize

5/28/20 15
on the traffic the brick and mortar stores already have that include the target
demographic. (Scratch Off Systems, 2020).
Along with the scratch off tickets they will be offering to the brick and
mortar locations that have decided to support us, supplemental flyers which
will have more information about the game and its developers, and it will
also include a link to download the game. These are to be given to the rest of
the customers who did not receive an early access scratch off. These flyers
will also include a limited run of in-game content which is only attainable
through the collection of this flyer. This in game content will be slightly less
exclusive than the in-game content offered with the early access scratch off.
(Vista Print, 2020).
Facebook & Instagram will be other avenues for us to use in an effort
to spread awareness for Behemoth. There will be a page dedicated to
Behemoth that will offer news, updates, videos, pictures and more. This
content will help us retain engagement throughout the campaign from the
Pre-Release Phase through Release and onwards into the Post-Release Phase.
During the Pre-Release Phase, Facebook will be used to post hype videos and
videos about the development of the game, as well as updates about the
release date, and any news the development team has for their audience
(Youngblood, 2018). Instagram will be used to post pictures of the finished
textures and finished character builds to increase hype for the game.
YouTube will serve as a repository for all of the Gameplay Videos that
will be created throughout the whole campaign, as well as hold the
tournament recap videos. Here, Parceling Media Inc. will post all of the
videos about the development process of the game and any behind the
scenes content that they would like to make and showcase to the audience.
For the Pre-release, Parceling Media Inc. will be sharing all of the official
trailers for the game, along with Pre-Release gameplay footage. A demo reel
will also be created and showcased on YouTube that the developers can use
to show case their talents to potential employers (ChronikSpartan, 2019).
Tactics
o April 1-2 - Website domain behemoththegame.com purchased on
GoDaddy.com. Secure all social media & vanity URLs for Facebook,
Twitch, Instagram, & Youtube.
o April 1-10 - Create a Steamworks account and register the game as per
Steamworks instructions (Steamworks, 2020a); including a header
graphic.
o April 1-14 – Developer team integrates Steam SDK with in-game
purchases of its specialized weapons & cosmetics. Website fleshed out as
described in this distribution plan.
o April 15-29 – Create Prints and Digital Ads:
o Design scratch off ticket and flyer, order them on Vistaprint.com
o Create & schedule 2 digital ads for Facebook and Instagram
o Develop a 3-minute demo reel of the game for Steam & Youtube

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o Develop +20 Instagram posts and +20 Facebook posts for pre-
release.
o Develop +15 Instagram posts, +40 Facebook posts for release.
Includes announcements to the livestream.
o Develop a pre-release & release claendar for all posts on all
social media.
o May 1 – Begin social media posts & advertising on all platforms as per
the pre-release calendar. Ship prints out to brick & mortar stores.
o April 20 - May 1 – Secure 10-30 brick & mortar stores for scratch off
ticket distribution, starting with listings in this distribution plan.
o May 10 – confirm Steamworks registration is complete.
o May 15 - Call the brick & mortar stores to confirm scratch tickets are
now eligible to get released. Completed website is tested and able to
receive potential feedback from these early adopters.
Release (June)
Strategy
Twitch will come into play during the Release Phase of the game. Live
streams of gameplay with major influencers will be essential to the massive
spread of this game into the hands of the audiences of the influencers. This
will also serve as the platform where people can watch the tournaments that
will be hosted in the future. This platform is a great way to get the indie game
in front of the right audience (Game World Observer, 2016).
During the Release phase of the game, the Online Tournament will be
introduced. This tournament will allow for players from all over the world to
be able to compete to be number 1 in Behemoth. This will allow us to spread
awareness to the game as well as give the sponsors an opportunity to be in
front of as many eyes as possible. These events will also give us plenty of
content that they can upload to the different social platforms to keep all of
the audience engaged in different places, always spreading awareness to the
game.
Parceling Media Inc. will be taking advantage of the Facebook Ad
service to pump digital ads which build the initial multiplayer fanbase.
Youtube’s ad campaign service will also be used to pump the Behemoth
Youtube channel. This channel will start showcasing everyone’s favorite
moments in game and any new updates or gameplay videos.
Tactics
o June 1 – Game released on Steam. +4 influencers livestream gameplay
on Twitch. Begin social media posts as per the release calendar.
o June 1-12 – Maintain a 100% response rate to all customers regarding
sales and gameplay issues. Respond to at least one commenter on every
social media post the marketing team makes.

5/28/20 17
o June 1-May 30 -Expend the Facebook ads budget on $0.50 - $2.00 per
click ads. Analyzed weekly and re-adjusted for optimal performance.
o June 7-30 – Launch Twitch streams based on gameplay, create +10 ads
across social media directing people to the stream.
o June 14 - begin the Online Tournament at Sunday 6pm, with a host and
live streaming on Twitch. Post 1-2 minute highlight reel on Youtube the
following morning, 30 second highlights on Instagram.
o June 21 – Developers release a patch and bug fixes to the game based on
feedback since its release.
Post-Release (July 2020 through March 2021)
Strategy
Once the hype has died down, it’s time to focus on the long-term
development. Parceling Media Inc. will use social media to keep tournaments
alive and gamers connected. Facebook will keep the audience informed with
updates that haven been made to the game, host tournament videos, as well
as interact and hear from the Behemoth community (Blue Corona, 2020).
Instagram will be used to keep the audience up to date with the tournaments
and host tournament re-cap videos (Duran, 2019).
While the release plan is done for brick and mortar stores, there is
more to offer them. As long as they keep a Behemoth flyer up, they can sell in-
game points to their clients at a 20% discount until December. This discount
will be increased to 50% and made available to everyone in December, in
hopes of attracting gamers over the holiday break.
Tactics
o July 1-30 – Share thank you messages to brick and mortar stores and
offer an additional 20% discount from anyone who buys points through
them.
o July 1-December 14 – Host tournaments once a month. Share live feeds
to Instagram. Post content and tournament info on Facebook &
Instagram twice a week.
o Dec 14 - Jan 7 – drop costs for all purchases by 50%. Increase to 20%
below original levels after the sale is over.
o Dec 1 - Create and schedule +10 Facebook posts announcing a Dec 20 –
Host tournament at 6pm with an influencer.
o Mar 1-30 – Reconnect with brick and mortar stores, renew offer at a
50% discount deal. Contact an additional 5 stores with the offer.

18
X. Budget
Tactic Specifics Frequency Annual
Cost
Aggregator Fees Steam up-front payment that
will be returned after $1,000
in sales
Up-front $100.00
Brochures/Flyers Standard flyers – 4,000 count Quarterly $263.00
Gifts/Prizes/ Ad Specialties Scratch-Off tickets that have a
download link for the game
and in-game merchandise
Quarterly $305.00
Media Advertising
Online Facebook Advertisement
Campaign that will run daily
for 60 days straight at
$3.60/day
YouTube Advertisement
Campaign that will run daily
for 60 days straight at
$10.26/day
Daily for 60 days $832.00
Website
Development/Programming Website Domain at $11.99 for
the first year, then $17.99
Annually $11.99
Maintenance/Hosting GoDaddy website hosting at
$2.99/month
Monthly $35.88
SUB TOTAL Costs before the Steam return $1,547.87
TOTAL Costs after the Steam return $1,447.87

5/28/20 19
XI. Appendices
A. Primary Target Audience
B. Secondary Target Audience

20
C. Map & Cities by Adam McCann, 2019

5/28/20 21
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