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Level 5
David Mullich
Marketing and Monetization
The Los Angeles Film School
What Are Assets?
Assets
Content used for presenting the product to
influencers through marketing materials;
refers specifically to screensh...
Game Name Factors
 Title Length
 Distinctiveness
 URL and Social Media
Account Names
 Visual Presentations and
Title T...
Central Image
 Key Art: Analogous to movie
poster art for films.
 Icon: Small but strong visual
representing your game i...
Icon Do’s
 Feature a clear, succinct image that
pops and conveys an interesting key
element of the game.
 Keep fairly si...
Icon Don’ts
 Cram too much into a small
space
 Have too much text
Icon Resize Test
Icon Context Test
ART AND SCREENSHOTS
Concept Art
 Can work well early
in your promotion
campaign
 Consider creating
some just to show
game’s visual style
aro...
Never Publish Bad Art!
Key Art
 An iconic hero
image to generate
excitement for your
game
 Can be used like a
movie poster for
your game
Screenshots
Screenshots should showcase the very
best your game has to offer
 Capture your game's most
magnificent moment...
Best Screenshots Ever
What Was Good About These
Screenshots?
Screenshot Do’s
 Show representative gameplay
 Show variety – different levels, characters,
environments with different ...
Screenshot Don’ts
 Use shots your User Interface, Menus, and
Game Over screens
 Show the backs of characters (except 3rd...
Best Free Screenshot Tools
PRINTED MATERIALS
Must-Have Print Materials
 Posters
 Business Cards
 CD/DVD Covers or Sleeves
 Instruction Booklets
 Poster Cards
 Ca...
General Considerations
 Weighting: Your key focus –
character, vehicle, tagline, etc.
 Legibility: Your game name,
tagli...
VIDEO
Video
 Game release announcement
 Trailers or gameplay video of characters,
themes, features
 In-game cinematics or “fi...
Top Ten Game Trailers of All Time
What Was Good About These
Trailers?
What An Effective Trailer Does
Effective videos must inform, entertain, and
build an emotional connection with, the
audien...
How Faithful Should They Be To The
Game?
Fidelity To The Game: Yes or No?
 Some developers feel that you should only
release content that show scenes actually
as ...
Trailer Do’s
 Show gameplay, targeting each facet of your gameplay
 Showcase the features that make your game special
 ...
Trailer Don’ts
 Leave trailer planning to the last minute!
 Overload it with cheesy titles
 Hammer users with repetitiv...
How To Make A Gaming Video
Video Blogs
A video blog (aka video log, vlog or video
diary) is a blog in which the medium if video.
Game developer video...
Snowdrop Next-Gen Engine
Behind The Scenes – Monument
Valley
What Was Good About These Videos?
Video Blogs Do’s
 Keep it 2-4 minutes long
 Keep audio levels consistent
 Match music to visuals
 Use royalty-free mus...
Group Quest
Create a video blog script and storyboard for
your game.
 Write a script for a 1-2 minute video blog. It
can ...
YouTube
YouTube should be high on your list of priorities
and it pays to plan a consistent drip feed of
content that will ...
How Gamers Use YouTube
 95% of gamers watch gaming videos on
YouTube
 50% of views were for videos made by
developers/pu...
YouTube Do’s
 Build a strong, search-optimized, traffic-optimized,
and navigation-optimized YouTube channel.
 Build a st...
CONTENT AND YOUR CAMPAIGN
Plan Content Early On
Schedule time for creating marketing
materials well in advance of launch so that
you get cost-effect...
During Development
 Create screenshots and trailers frequently, and
let all the news sites know it when you do it.
 Cons...
Updating Materials
Once your game releases, update your
marketing materials.
Add review quotes, awards, Metacritic scores,...
Away Mission
Create the following marketing materials and upload as a
single PDF or PowerPoint:
 A game icon at sizes:
 ...
LAFS Marketing and Monetization Lecture 5: Marketing Materials
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LAFS Marketing and Monetization Lecture 5: Marketing Materials

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Level 5 of the Los Angeles Film School's Marketing and Monetization class.

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LAFS Marketing and Monetization Lecture 5: Marketing Materials

  1. 1. Level 5 David Mullich Marketing and Monetization The Los Angeles Film School
  2. 2. What Are Assets?
  3. 3. Assets Content used for presenting the product to influencers through marketing materials; refers specifically to screenshots, videos, key art, etc. The first assets you’ll probably create for your project will be your game name and logo.
  4. 4. Game Name Factors  Title Length  Distinctiveness  URL and Social Media Account Names  Visual Presentations and Title Treatments  Potential for Misspellings or Ridicule
  5. 5. Central Image  Key Art: Analogous to movie poster art for films.  Icon: Small but strong visual representing your game in online storefronts and device- based app stores.
  6. 6. Icon Do’s  Feature a clear, succinct image that pops and conveys an interesting key element of the game.  Keep fairly simple and direct.  Focus on hero characters, where relevant.  Focus on strong brands and visual elements.  Use bright colors without being garish
  7. 7. Icon Don’ts  Cram too much into a small space  Have too much text
  8. 8. Icon Resize Test
  9. 9. Icon Context Test
  10. 10. ART AND SCREENSHOTS
  11. 11. Concept Art  Can work well early in your promotion campaign  Consider creating some just to show game’s visual style around announcement time.
  12. 12. Never Publish Bad Art!
  13. 13. Key Art  An iconic hero image to generate excitement for your game  Can be used like a movie poster for your game
  14. 14. Screenshots Screenshots should showcase the very best your game has to offer  Capture your game's most magnificent moments, like when you are fighting a colossal boss, or solving a complex puzzle.  A broad range: different settings, characters, scenarios.  Post periodically leading up to game’s release
  15. 15. Best Screenshots Ever
  16. 16. What Was Good About These Screenshots?
  17. 17. Screenshot Do’s  Show representative gameplay  Show variety – different levels, characters, environments with different color palettes  Compose scenes thinking about legibility, contrast and weighting
  18. 18. Screenshot Don’ts  Use shots your User Interface, Menus, and Game Over screens  Show the backs of characters (except 3rd- person games)  Show characters in static, uninteresting poses  Release batches that are nearly identical at a first glance
  19. 19. Best Free Screenshot Tools
  20. 20. PRINTED MATERIALS
  21. 21. Must-Have Print Materials  Posters  Business Cards  CD/DVD Covers or Sleeves  Instruction Booklets  Poster Cards  Calendars
  22. 22. General Considerations  Weighting: Your key focus – character, vehicle, tagline, etc.  Legibility: Your game name, tagline and key focus should come across clearly  Contrast: Most important elements should pop  Format: Design for limitations of format  Competition: Look at marketing materials for similar games
  23. 23. VIDEO
  24. 24. Video  Game release announcement  Trailers or gameplay video of characters, themes, features  In-game cinematics or “first 5 minutes”  Interviews, behind the scenes, live streams  Big, new trailer jut as game launches
  25. 25. Top Ten Game Trailers of All Time
  26. 26. What Was Good About These Trailers?
  27. 27. What An Effective Trailer Does Effective videos must inform, entertain, and build an emotional connection with, the audience by developing characters, conveying plotlines or even inciting laughter or fear, much the same way that movie trailers try to do.
  28. 28. How Faithful Should They Be To The Game?
  29. 29. Fidelity To The Game: Yes or No?  Some developers feel that you should only release content that show scenes actually as they appear in the final game.  Others will take liberties, such as moving the in-game camera to increase the drama.  You need to decide your position – just be careful not to mislead players!
  30. 30. Trailer Do’s  Show gameplay, targeting each facet of your gameplay  Showcase the features that make your game special  Mix up footage to show diversity  Use killer music selections  Synchronize visual and audio beats  Clearly show game’s title, your company name, release timing, platforms, call to action and URL  Be creative, and leave players with a lasting impression of your game  Record a new trailer with each game milestone
  31. 31. Trailer Don’ts  Leave trailer planning to the last minute!  Overload it with cheesy titles  Hammer users with repetitive footage  Think you need to be an expert cinematographer.
  32. 32. How To Make A Gaming Video
  33. 33. Video Blogs A video blog (aka video log, vlog or video diary) is a blog in which the medium if video. Game developer video blogs and behind-the- scenes episodes can be used to promote progress on your latest game.
  34. 34. Snowdrop Next-Gen Engine
  35. 35. Behind The Scenes – Monument Valley
  36. 36. What Was Good About These Videos?
  37. 37. Video Blogs Do’s  Keep it 2-4 minutes long  Keep audio levels consistent  Match music to visuals  Use royalty-free music  Get your audience to participate  End with a call to action  Wait a day or two before posting  Post a minimum of twice a month
  38. 38. Group Quest Create a video blog script and storyboard for your game.  Write a script for a 1-2 minute video blog. It can be serious or funny, but it should sound professional and spoken as though you were speaking to potential customers for your game.  Create a PowerPoint of still images as your storyboard. Each PowerPoint page should look like a single frame from your video.  Present the video blog trailer to class.
  39. 39. YouTube YouTube should be high on your list of priorities and it pays to plan a consistent drip feed of content that will build familiarity with your brand. To stand out on YouTube you need original compelling content. In terms of search, gamers rely on two resources, Google and YouTube, so the title of your video is almost as vital as the content you are promoting. LA Film YouTube Page
  40. 40. How Gamers Use YouTube  95% of gamers watch gaming videos on YouTube  50% of views were for videos made by developers/publishers  1 in 3 views took place on a mobile device  Peak viewing time is 6pm to 9pm  50% of views associated with a game took place within a month of launch or immediately after launch
  41. 41. YouTube Do’s  Build a strong, search-optimized, traffic-optimized, and navigation-optimized YouTube channel.  Build a strong library of in-game content, out-of- game features, and viral videos.  Post at key stages as you build toward launch, with the biggest videos right around launch time.  Make sure ALL video content abides by YouTube copyright terms and conditions.  Vimeo, Blip.tv and Brightcove should also be included in your video content planning for video.
  42. 42. CONTENT AND YOUR CAMPAIGN
  43. 43. Plan Content Early On Schedule time for creating marketing materials well in advance of launch so that you get cost-effective, high-quality pieces.
  44. 44. During Development  Create screenshots and trailers frequently, and let all the news sites know it when you do it.  Consider working with both in-house artists and external creative firms to make a steady pipeline of static and video content for all your marketing channels.  Once you have a diverse array of content, test them rigorously to see which ones best achieve your marketing goals.
  45. 45. Updating Materials Once your game releases, update your marketing materials. Add review quotes, awards, Metacritic scores, game updates, and so on.
  46. 46. Away Mission Create the following marketing materials and upload as a single PDF or PowerPoint:  A game icon at sizes:  128x128  64x64  32x32  A game poster with  Key art as its central image  Game title  Game slogan  3 screenshots

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