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OF GAME
MARKETING
10 DON’TS
01
DON’T THINK YOU KNOW
EVERYTHING NECESSARY
ABOUT YOUR GAME
QA | USER SESSIONS | CLOSED BETAS | EVENTS
ARE HELPFUL MARKETING TOOLS
DON’T ASSUME PEOPLE KNOW
WHAT YOU KNOW
02
INFOMERCIALS | INTRODUCTIONARY CONTENT
1st/3rd PARTY LET’S PLAYS | PREVIEWS
P&C ADVENTURE | 80s TV POLICE DRAMEDIES
COOL BUT HARD TO SELL GAMEPLAY
DON’T PROMOTE THE GAME
YOU’D LIKE TO HAVE
PROMOTE THE ONE
YOU ACTUALLY HAVE
03
CIVILIAN’S PERSPECTIVE
ON CONFLICT
TV SHOWS’ INSPIRED
80S VIBE
MAIN PREMISE
EXPLICATION
TONALITY
KEY FEATURES
DO’S/DON’TS
BENCHMARKS
AUDIENCE PROFILE
MEDIA BEHAVIOUR
DON’T ASSUME GOOD GAME
IS GONNA SELL ITSELF
04
NEARLY 40% OF ALL STEAM
GAMES WERE RELEASED IN 2016
KOTAKU.COM
• Nearly	40%	Of	All	Steam	Games	Were	Released	In	2016
STEAMSPY.COM	(via	Kotaku)
REACH
(INITIAL & DERIVATIVE)
AWARENESS
(+INTENT)
CONVERTION
(MAIN GOAL)
USER-GENERATED CONTENT
(REASON TO BELIEVE)
Assuming the avarage
convertion rate, generating
reach is key for generating
& supporting sales.
That said the quality of ...
DON’T TREAT MARKETING
SEPARATELY FROM GAME DEV
05
THIS IS HOW MARKETING YOU SHOULD TREAT
32000 ACTIVE FANS
30-60% ORGANIC REACH
STEADY GROWTH
NO PAID AQUISITION
CUSTOMER SUPPORT
DON’T TRY TO PLEASE
EVERYONE
06
I refuse give this game postive review. Yes it's funny but... Too much cussing.
It's unacceptable. Because now my son keep...
MARKET YOUR
GAME HONESTLY
(campaign / product page description / assets)
DON’T BE AFRAID BUT ALSO
DON’T BE AFRAID OF
BEING AFRAID
07
DON’T UNDERESTIMATE
THE VALUE OF VIDEO
08
6’ 10’ 15’ 30’ 60’ 120’
Sharp messaging & punchlines
Clear storytelling structure
Consistent tonality & narrative arch.
SOURCE: http://bit.ly/2ouINlW
Pre roll Youtube ads are considered
the most tolerable video ad format.
---
500 Million peop...
Good videos are
like 90s rock stars.
They generate buzz
but their live span
is short as hell.
DON’T EVER FORGET
RULES OF CONVERSATION
09
WHAT & HOW YOU SAY IS CRUCIAL
BUT KNOWING HOW TO LISTEN IS IMPORTANT AS WELL.
----
TWEETREACH, KLOUT, BRAND24, SOTRENDER, ...
KEY OBJECTIVES / ADVENTAGES:
TRACK HOW MANY MENTIONS APPEAR ONLINE
MEASURE THE OVERALL REACH & THE VALUE OF SOURCES
WHAT I...
DON’T @#!!
WITH RON GILBERT
10
DID NOT INCLUDE RON GILBERT DID INCLUDE RON GILBERT
UNIVERSE IS CRUEL.
ESPECIALLY FOR THE CARELESS.
(comic-con & social injustice)
DON’T THINK THAT
ENOUGH IS ENOUGH
BONUS
LOCALIZED ASSETS |REAL TIME ACTIVITIES
RESPONSIVENESS |SHIFT OF PERSPECTIVES
@akawist
THANKS!
10 don'ts of game marketing | QUO VADIS 2017
10 don'ts of game marketing | QUO VADIS 2017
10 don'ts of game marketing | QUO VADIS 2017
10 don'ts of game marketing | QUO VADIS 2017
10 don'ts of game marketing | QUO VADIS 2017
10 don'ts of game marketing | QUO VADIS 2017
10 don'ts of game marketing | QUO VADIS 2017
10 don'ts of game marketing | QUO VADIS 2017
10 don'ts of game marketing | QUO VADIS 2017
10 don'ts of game marketing | QUO VADIS 2017
10 don'ts of game marketing | QUO VADIS 2017
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10 don'ts of game marketing | QUO VADIS 2017

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Game marketing is tricky and knowing what to avoid is just as important as knowing what to actually do. So to put a twist on your regular guides and marketing manuals I am going to focus on pitfalls rather than safe passages of game-focused communication. All of it regarding planning activities, creating content & promoting modern indie titles.

Published in: Marketing
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10 don'ts of game marketing | QUO VADIS 2017

  1. 1. OF GAME MARKETING 10 DON’TS
  2. 2. 01 DON’T THINK YOU KNOW EVERYTHING NECESSARY ABOUT YOUR GAME
  3. 3. QA | USER SESSIONS | CLOSED BETAS | EVENTS ARE HELPFUL MARKETING TOOLS
  4. 4. DON’T ASSUME PEOPLE KNOW WHAT YOU KNOW 02
  5. 5. INFOMERCIALS | INTRODUCTIONARY CONTENT 1st/3rd PARTY LET’S PLAYS | PREVIEWS
  6. 6. P&C ADVENTURE | 80s TV POLICE DRAMEDIES COOL BUT HARD TO SELL GAMEPLAY
  7. 7. DON’T PROMOTE THE GAME YOU’D LIKE TO HAVE PROMOTE THE ONE YOU ACTUALLY HAVE 03
  8. 8. CIVILIAN’S PERSPECTIVE ON CONFLICT TV SHOWS’ INSPIRED 80S VIBE
  9. 9. MAIN PREMISE EXPLICATION TONALITY KEY FEATURES DO’S/DON’TS BENCHMARKS AUDIENCE PROFILE MEDIA BEHAVIOUR
  10. 10. DON’T ASSUME GOOD GAME IS GONNA SELL ITSELF 04
  11. 11. NEARLY 40% OF ALL STEAM GAMES WERE RELEASED IN 2016 KOTAKU.COM
  12. 12. • Nearly 40% Of All Steam Games Were Released In 2016 STEAMSPY.COM (via Kotaku)
  13. 13. REACH (INITIAL & DERIVATIVE) AWARENESS (+INTENT) CONVERTION (MAIN GOAL) USER-GENERATED CONTENT (REASON TO BELIEVE)
  14. 14. Assuming the avarage convertion rate, generating reach is key for generating & supporting sales. That said the quality of the source generating the reach is absolutelly CRUCIAL.
  15. 15. DON’T TREAT MARKETING SEPARATELY FROM GAME DEV 05
  16. 16. THIS IS HOW MARKETING YOU SHOULD TREAT
  17. 17. 32000 ACTIVE FANS 30-60% ORGANIC REACH STEADY GROWTH NO PAID AQUISITION CUSTOMER SUPPORT
  18. 18. DON’T TRY TO PLEASE EVERYONE 06
  19. 19. I refuse give this game postive review. Yes it's funny but... Too much cussing. It's unacceptable. Because now my son keep screaming f word since he play this game. I told him stop to say f-word and he wont stop "your game always say f-word then i can do that!" There's many awesome game like Mass Effect Andromeda, I never see single cussing in there. And it's awesome game than this game. I tried get refund and they refuse:( It's bad example for kids to learn. They should be shame on theirself!” - steam review (original spelling) -
  20. 20. MARKET YOUR GAME HONESTLY (campaign / product page description / assets)
  21. 21. DON’T BE AFRAID BUT ALSO DON’T BE AFRAID OF BEING AFRAID 07
  22. 22. DON’T UNDERESTIMATE THE VALUE OF VIDEO 08
  23. 23. 6’ 10’ 15’ 30’ 60’ 120’ Sharp messaging & punchlines Clear storytelling structure Consistent tonality & narrative arch.
  24. 24. SOURCE: http://bit.ly/2ouINlW Pre roll Youtube ads are considered the most tolerable video ad format. --- 500 Million people are watching Facebook videos every day. ---- 85% of Facebook video is watched without sound.
  25. 25. Good videos are like 90s rock stars. They generate buzz but their live span is short as hell.
  26. 26. DON’T EVER FORGET RULES OF CONVERSATION 09
  27. 27. WHAT & HOW YOU SAY IS CRUCIAL BUT KNOWING HOW TO LISTEN IS IMPORTANT AS WELL. ---- TWEETREACH, KLOUT, BRAND24, SOTRENDER, SOCIAL MENTION HOW SOCIABLE, TWEETDECK, GOOGLE ALERTS & MANY OTHER
  28. 28. KEY OBJECTIVES / ADVENTAGES: TRACK HOW MANY MENTIONS APPEAR ONLINE MEASURE THE OVERALL REACH & THE VALUE OF SOURCES WHAT IS THE TYPE OF THEM AND WHERE THEY APPEAR WHAT IS THE SENTIMENT (HOW PEOPLE REACT) WHAT IS THE TREND (SHORT & LONGTERM)
  29. 29. DON’T @#!! WITH RON GILBERT 10
  30. 30. DID NOT INCLUDE RON GILBERT DID INCLUDE RON GILBERT
  31. 31. UNIVERSE IS CRUEL. ESPECIALLY FOR THE CARELESS. (comic-con & social injustice)
  32. 32. DON’T THINK THAT ENOUGH IS ENOUGH BONUS
  33. 33. LOCALIZED ASSETS |REAL TIME ACTIVITIES RESPONSIVENESS |SHIFT OF PERSPECTIVES
  34. 34. @akawist THANKS!

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