جلسه دوم کارگاه سه روزه کسب‌و‌کار بازی‌های ویدیویی تمرکز این جلسه بر روی بازاریابی بازی‌های ویدیویی است.

1. ‫وﯾدﯾوﯾﯽ‬ ‫ﺑﺎزیھﺎی‬ ‫ﮐﺳبوﮐﺎر‬
The Business of Videogames
‫دوم‬ ‫ﺟﻠﺳﮫ‬
‫ﻓﺻﯾﺣﯽ‬ ‫اﻣﯾرﺣﺳﯾن‬
١٣٩۶ ‫دی‬

2. ‫ﺑﺎزارﯾﺎﺑﯽ‬
Marketing

3. Marketing is the study and management
of exchange relationships.

4. ‫ﺳﺎزﻧده‬ ‫ﻣﺧﺎطب‬
١
٢
٣

5. American Marketing Association:
"The activity, set of institutions and processes for creating,
communicating, delivering, and exchanging offerings that
have value for customers, clients, partners, and society at
large."

6. ‫ﺗﺑﻠﯾﻐﺎت‬ ‫و‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬

7. 4Ps
:‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ارﮐﺎن‬
(Product) ‫ﺧدﻣﺎت‬ ‫ﯾﺎ‬ ‫ﮐﺎﻻ‬ - ١
(Place) ‫ﻣﺣل‬ ‫ﯾﺎ‬ ‫ﺗوزﯾﻊ‬ - ٢
(Price) ‫ﻗﯾﻣتﮔذاری‬ - ٣
(Promotion) ‫ﺗروﯾﺞ‬ - ۴

8. ‫اﺿﺎﻓﮫ‬ P ‫ﯾﮏ‬
Positioning
‫ﺟﺎﯾﮕﺎهﯾﺎﺑﯽ‬

9. !‫ﻣﯽﮐﻧﻧد‬ ‫ﺗﺻور‬ ‫ﻣﺎ‬ ‫درﺑﺎره‬ ‫دﯾﮕران‬ ‫آﻧﭼﮫ‬

10. USP
Unique Selling Points

11. !‫ﻣﺎه‬ ‫در‬ ‫ﺟدﯾد‬ ‫ﺑﺎزی‬ ‫ھزار‬ ٢٠

12. ‫ﻣﺎه‬ ‫در‬ ‫ﺟدﯾد‬ ‫ﺑﺎزی‬ ۶٠٠

13. ‫ﺛروت؟‬ ‫ﯾﺎ‬ ‫اﺳت‬ ‫ﺑﮭﺗر‬ ‫ﻧوآوری‬

14. ‫ﮐﯾﺳت؟‬ ‫ﻣﺎ‬ ‫اﺛر‬ ‫ﻣﺧﺎطب‬

18. POP - Niche

19. ‫ﺑﯾﺷﺗر‬ ‫ﻓروش‬

20. POP ‫ﺧﺻوﺻﯾتھﺎی‬

24. !‫ﮐﻧﯾد‬ ‫ﺑﺎزی‬ ‫ﻣﻧو‬ ‫ﺑﺎزی‬

25. ‫ﻣﯾﻠﯾون‬ ٢ = ‫ﺑﺎزﯾﮑن‬ ‫ﺗﻌداد‬ ‫اﻧﺗظﺎر‬
‫ﻣﯾﻠﯾﺎرد‬ ٧.۶ = ‫ﺟﮭﺎن‬ ‫ﺟﻣﻌﯾت‬

26. 0.00026 = ‫ﺗﺻﺎدﻓﯽ‬ ‫ﺑﺻورت‬ ‫ﻣﺧﺎطب‬ ‫ﮐردن‬ ‫ﭘﯾدا‬ ‫اﺣﺗﻣﺎل‬
0.026%

27. :‫ﺟﮭﺎن‬ ٣/۴ ‫ﺣذف‬ ‫ﺑﺎ‬
‫ﻧﻔر‬ ٢۵٠٠ ‫در‬ ٢

28. Adwords
2500 * 10 cent = $250
‫دﻻر‬ 125 :‫ﻧﻔر‬ ‫ﯾﮏ‬

29. UAC

31. ‫ﻣﯽآورد؟‬ ‫ﭘﺎﯾﯾن‬ ‫را‬ ‫ﮐﺎرﺑر‬ ‫ﺟذب‬ ‫ھزﯾﻧﮫ‬ ‫ﭼﯾزی‬ ‫ﭼﮫ‬

34. ‫ﻣﯽﺷود؟‬ ‫ﭘﺧش‬ ‫ﭼﯾزی‬ ‫ﭼﮫ‬

35. Meme
A meme (/miːm/ MEEM[1][2][3]
) is an idea, behavior, or style that spreads from
person to person within a culture—often with the aim of conveying a particular
phenomenon, theme, or meaning represented by the meme.[4]
A meme acts as a
unit for carrying cultural ideas, symbols, or practices, that can be transmitted from
one mind to another through writing, speech, gestures, rituals, or other imitable
phenomena with a mimicked theme. Supporters of the concept regard memes as
cultural analogues to genes in that they self-replicate, mutate, and respond to
selective pressures.[5]

36. Viral marketing
Viral marketing (or viral advertising) is a marketing technique that uses
pre-existing social networking services and other technologies to produce
increases in brand awareness or to achieve other marketing objectives (such as
product sales or marketing buzz) through self-replicating viral processes,
analogous to the spread of viruses or computer viruses. It can be delivered by
word of mouth or enhanced by the network effects of the Internet and mobile
networks.[1]

38. Curators

43. Promotion
‫ﺳﺎﯾت‬ ‫وب‬ - ١
‫وﯾدﯾوھﺎ‬ - ٢
‫ﺑﺎزی‬ ‫ﺗﺻﺎوﯾر‬ - ٣
Presskit ‫ﺗﮭﯾﮫ‬ - ۴

44. Promotion
‫رﺳﺎﻧﮫھﺎ‬ ‫ﺑﺎ‬ ‫ﺗﻣﺎس‬ - ۵
‫وﺑﻼگ‬ - ۶
Newsletter ‫ﻟﯾﺳت‬ - ٧
‫اﺟﺗﻣﺎﻋﯽ‬ ‫رﺳﺎﻧﮫھﺎی‬ - ٨

45. Promotion
Game Jam ‫در‬ ‫ﺷرﮐت‬ - ٩
‫ﻓروش‬ ‫ﺗﺧﻔﯾفھﺎی‬ - ١٠
‫ﺟﻧﺑﯽ‬ ‫ﭘروژهھﺎی‬ - ١١
‫ﻓﺳﺗﯾوالھﺎ‬ ‫و‬ ‫روﯾدادھﺎ‬ - ١٢

46. Promotion
‫ﺗﺑﻠﯾﻐﺎت‬ - ١٣

47. ‫ﻣﯽﺷود؟‬ ‫ﻣﺷﺧص‬ ‫ﭼﮕوﻧﮫ‬ ‫ﺗﺑﻠﯾﻎ‬ ‫ﻗﯾﻣت‬

48. ‫ﺗﺑﻠﯾﻎ‬ ‫ﻗﯾﻣت‬ ‫ﺷدن‬ ‫ﺑﮭﯾﻧﮫ‬
‫ﻓروش‬ ‫ﺳود‬ * ‫ﺧرﯾد‬ ‫اﺣﺗﻣﺎل‬ * ‫ﻣﺷﺎھده‬ ‫اﺣﺗﻣﺎل‬ * ‫ﻧﻣﺎﯾش‬ ‫ﺗﻌداد‬ = ‫ﺗﺑﻠﯾﻎ‬ ‫ﻓروش‬
‫ﺗﺑﻠﯾﻎ‬ ‫ﻓروش‬ - ‫ﺗﺑﻠﯾﻎ‬ ‫ﻗﯾﻣت‬ = ‫ﺗﺑﻠﯾﻎ‬ ‫ﺳود‬

52. Hi,
We are extremely excited to introduce our new indie game to you, “Children of Morta”. A roguelike hack and slash game where you experience the
events and lives of the members of the last remaining family who live close to the now corrupted Mount Morta.
This game has a novel way to integrate narrative and adventure into an action roguelike game where you will feel the joy and sorrow of the family
members, slay the demonic creatures and follow their story helping each other to find a way to cure the corruption and reveal the secrets.
Children of Morta has retro pixel art graphics, here is the reveal trailer:
http://youtu.be/OWl3NFOng7Y
Genre: Roguelike, Hack and Slash, Adventure, RPG
Platform: PC (Win/Mac/Linux), PS4/PS3
Release Date: 2015
Website: http://www.childrenofmorta.com
Media Pack (Screens and Artwork) : http://childrenofmorta.com/files/children_of_morta_art.zip
Q&A about the game: http://childrenofmorta.com/files/ChildrenofMortaQA.pdf
We will be very glad to send you more details about the game and its production plans in case you were interested.
(1 - Oct - 2014)

53. “If A Game Looks This Good In GIFs, It's Doing
Something Right”

54. “Family Misfortunes: Children Of Morta”

56. ‫ﺑﯾﺷﺗر‬ ‫ﻣطﺎﻟﻌﮫ‬ ‫ﺑرای‬ ‫ﻣﻧﺎﺑﻊ‬
1 - dopresskit.com
2 - http://www.pixelprospector.com/contents-and-examples-of-press-kits/
3 - http://www.pixelprospector.com/the-big-list-of-indie-game-marketing/
4 - http://www.pixelprospector.com/how-to-contact-press/#embedded-pdf-version
5 -
http://www.gamasutra.com/blogs/TomOhle/20111027/8747/How_to_Get_Media_Coverage_for_Your_Ga
me.php

57. ‫ﺑﯾﺷﺗر‬ ‫ﻣطﺎﻟﻌﮫ‬ ‫ﺑرای‬ ‫ﻣﻧﺎﺑﻊ‬
6 -
http://www.pocketgamer.biz/news/42996/develop-2012-brian-baglow-on-how-indies-can-master-the-art-of-
marketing/
7 -
http://www.gamasutra.com/view/news/167706/Ask_Gamasutra_How_to_annoy_a_games_journalist_with
_a_press_release.php
8 - http://www.bestmarketingdegrees.org/30-successful-video-game-marketing-campaigns-ever/

58. ‫ﺑﯾﺷﺗر‬ ‫ﻣطﺎﻟﻌﮫ‬ ‫ﺑرای‬ ‫ﻣﻧﺎﺑﻊ‬
9 - http://www.pixelprospector.com/the-marketing-guide-for-game-developers/
10 - http://www.gameproducer.net/2006/06/22/basic-marketing-plan-for-indie-games-2/
11 - https://en.wikipedia.org/wiki/Diffusion_of_innovations