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The art of failing: a brief intro to marketing side of things.

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We exist on extremly competetive market and even though we do all we can to succeed, the truth is most of the games that appear on the market fail or do ‘so-so’. This deck touches few things that can potentially increase one’s chances of survival. Marketing & business-wise.

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The art of failing: a brief intro to marketing side of things.

  1. 1. ARTOF FAILING A BRIEF INTRODUCTION TO MARKETING SIDE OF THINGS THE
  2. 2. SUCCESS
  3. 3. 7672GAMES RELEASED @steamspy ON STEAM IN 2017
  4. 4. BETTER SAFE THAN SORRY
  5. 5. SHADES OF GRAYaim for success but plan for varied set of possible scenarios.
  6. 6. SHORT-TERM Day 1 is crucial but you have to plan beyond the release window. LONG-TERM
  7. 7. RECIPE
  8. 8. (DO NOT) FAIL LIKE A LEGEND
  9. 9. MARKETING STARTS WITH THE GAME
  10. 10. DATA RUNS THE SHOWIt’s all about business awareness.
  11. 11. YOU/THEMDo not project your approach on the market as a whole.
  12. 12. HOW STRONG IS THE CATEGORY/GENRE/TYPE YOUR GAME BELONGS TO? HOW BIG IS YOUR POTENTIAL AUDIENCE? HOW DOES YOUR COMPETITION LOOK LIKE?
  13. 13. TOOLSOF THE TRADE
  14. 14. Steamspy. Social media monitoring. Media campaign tracking. Review aggregators. Campaign repos.
  15. 15. THE AUDIENCE
  16. 16. Does your category/genre have strong following? How many people can actually be interested in your game?
  17. 17. CONSUMER BASE x CONVERSION RATIO x PRICING VS PRODUCTION COST + MARKETING BUDGET
  18. 18. ADVOCATES &SPENDERS
  19. 19. STRENGHT OF THE COMMUNITY FOR THE PARTICULAR GENRE OR GAME CATEGORY DOES NOT NECCESEARLY CONVERT INTO PURCHASE INTENT.
  20. 20. PICK THE RIGHT SAMPLE FOR YOUR ANALYSIS Know your customers & apply that knowledge to your planning. People can support your cause in many ways.
  21. 21. >WHAT/WHERE/WHEN< which platforms you want to explore? how to reach your potential consumers? how to shape your communication?
  22. 22. GAME /product PEOPLE /audience MARKET /enviro THE MATRIX usp/delivery rtb/features weakpoints who/where/how strength sales/pricing life cycle success ratio
  23. 23. EMBRACE CONTRADICTIONS
  24. 24. HERE’S JOHNNY!
  25. 25. ONE STRENGTH IS NOT ENOUGH ANYMORE.
  26. 26. ‚GOOD GAME’ IS COMMODITY.
  27. 27. To succeed you need to be at least competitive on all the fields and then build your advantage on one of them.
  28. 28. UDERSTAND THE RULES BEFORE YOU BREAK THEM. UNDERPROMISE OVERDELIVER
  29. 29. BE COMPETETIVE ON ALL THE FIELDS, THEN BUILD YOUR ADVANTAGE ON THE ONE OF YOUR CHOICE.
  30. 30. COMMUNICATION PRECISION+CONSISTENCY Your message has to stick. With its simplicity, clarity & appeal.
  31. 31. CITYBUILDING | SURVIVAL MANAGEMENT | EXPLORATION LAWMAKING | MORALITY | …
  32. 32. SOCIETY SURVIVAL
  33. 33. TONALITY
  34. 34. IN-GAME ASSETS
  35. 35. CAMPAIGN PLANNING Goodgameisnotenough,anymore.
  36. 36. I wouldn’t count on it.
  37. 37. COVERTHEWHOLEJOURNEY
  38. 38. BUDGET USUALLY MAKES CHALLENGING THINGS A BIT
  39. 39. PRICEx75%x85%x60% x copies sold | -devcost =YOUR MARKETING CAP
  40. 40. COMMUNICATION PLANNING COVERING MAJOR MILESTONES
  41. 41. TEASING PHASE AWARENESS & EDUCATION CONVERTION INTO SALES POST-RELEASE SUPPORT ANNOUNCEMENT LAUNCH WINDOW OBJECTIVES / KPIs / BUDGET SPLIT (sort of…)
  42. 42. CHERISH YOUR Beopenfordiscussion.Behonest. Talktopeopleonlinelikeyouwouldoffline. COMMUNITY
  43. 43. ORGANICvsPAID +PROPER TIMING
  44. 44. INTEREST OVER TIME (since initial announcement / Google Trends)
  45. 45. COMMUNITY IS A PROCESS MANAGEMENT
  46. 46. DATA/PRODUCT/BRAND PLANNING/COMMUNITY Consideritagoodstart.
  47. 47. PUSH YOUR PUBLISHER TO THE LIMIT. COOPERATE. Havingabusinesspartner,expecthimtocovermostifnotallofit. Keepyourhandsonthewheel,though.Itisinyourbestinterest.
  48. 48. @AKAWIST

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