Marketing Game


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Marketing Game

  1. 1. IGD110 Interactive Games Fundamentals Week 9 : Marketing Games
  2. 2. Overview <ul><li>Strong Brands </li></ul><ul><li>Brand Building </li></ul><ul><li>Game Marketing: The Challenge </li></ul><ul><li>Utilising The Media </li></ul><ul><li>Viral Marketing Strategies </li></ul>
  3. 3. Overview <ul><li>How can a developer build a brand for the company? </li></ul><ul><li>How do you maximise the coverage for a game title? </li></ul><ul><ul><li>What media categories can you use? </li></ul></ul><ul><ul><li>What techniques are available? </li></ul></ul><ul><ul><li>How can the fans be involved? </li></ul></ul>
  4. 4. Overview <ul><li>Branding is the process by which organisations distinguish their ‘product’ or service from the competition (Jobber, 2004: p.261) </li></ul><ul><li>Brands are not developed in isolation </li></ul><ul><ul><li>Organisation: product line: product </li></ul></ul>
  5. 5. Why strong brands matter <ul><li>Company value </li></ul><ul><ul><li>Nestlé paid £2.5B for Rowntree – 6x balance sheet value </li></ul></ul><ul><ul><li>Wanted brands – KitKat, After eight, Polo </li></ul></ul><ul><li>Barrier to competition </li></ul><ul><li>Higher profits from brand leaders </li></ul><ul><li>Basis for brand extensions </li></ul><ul><li>Consumer trust </li></ul>
  6. 6. Europe’s most trusted brands <ul><li>Mobile phone </li></ul><ul><li>Credit card </li></ul><ul><li>Camera </li></ul><ul><li>Haircare </li></ul><ul><li>Automotive </li></ul><ul><li>Audio/TV </li></ul><ul><li>Videogame console? </li></ul><ul><li>Game title? </li></ul><ul><li>Nokia </li></ul><ul><li>Visa </li></ul><ul><li>Canon </li></ul><ul><li>Pantene </li></ul><ul><li>Mercedes </li></ul><ul><li>Sony </li></ul>
  7. 7. Building a brand Core Product Brand potential Brand potential Brand potential Brand potential Brand name and image Guarantees Delivery Service Packaging Quality & design
  8. 8. Brand building Quality Positioning Being first Long term perspective Brand building Well-blended communications Repositioning Internal marketing
  9. 9. Brand positioning <ul><li>Brand domain </li></ul><ul><ul><ul><ul><li>Target market – students 18-20 </li></ul></ul></ul></ul><ul><li>Brand heritage </li></ul><ul><ul><ul><ul><li>Think Cadbury’s dairy milk (post 2006) </li></ul></ul></ul></ul><ul><li>Brand values </li></ul><ul><ul><ul><ul><li>People use brands to define themselves </li></ul></ul></ul></ul><ul><li>Brand assets </li></ul><ul><ul><ul><ul><li>Distinctive from the competition </li></ul></ul></ul></ul><ul><li>Brand personality </li></ul><ul><ul><ul><ul><li>Described in terms of other entities eg: people, animals, objects </li></ul></ul></ul></ul><ul><li>Brand reflection </li></ul><ul><ul><ul><ul><li>Person’s id </li></ul></ul></ul></ul>
  10. 10. Promotion must cover a range of media Developer Media Consumer Mags Trade shows Daily Newspapers Game Print, Online TV and Radio <ul><li>GameSpy, Fan Sites </li></ul><ul><li>Edge, PC Gamer </li></ul><ul><li>Game Developer </li></ul><ul><li>Gamasutra </li></ul><ul><li>Broad sheets </li></ul><ul><li>Observer – Digital culture </li></ul><ul><li>Wired </li></ul><ul><li>Time, Which? </li></ul><ul><li>Lads mags </li></ul><ul><li>(E3) E for All </li></ul><ul><li>GDC Games Devel Conf </li></ul><ul><li>BBC </li></ul><ul><li>Local and Network TV </li></ul>
  11. 11. The Challenge <ul><li>Gaming has become a hybrid of entertainment niche and interactive engagement tool </li></ul><ul><li>Games have morphed into interactive entertainment applications that comfortably extend to all media, across any subject matter, engaging all demographics </li></ul>
  12. 12. The Challenge <ul><li>So how does your game engage various demographics? </li></ul><ul><li>Can the same game appeal to </li></ul><ul><ul><li>Casual </li></ul></ul><ul><ul><li>Hardcore </li></ul></ul><ul><ul><li>Female gamers </li></ul></ul>
  13. 13. The Challenge <ul><li>&quot;In reality, most gamers think about games like we think about Diet Coke or Oreos&quot; </li></ul><ul><li>So do the same rules apply? </li></ul><ul><li>Can games apply the same marketing rules? </li></ul><ul><li>What is different? </li></ul>Ken Levine Creative Director 2K Games (August 2007)
  14. 14. What differentiates your Title? <ul><li>First title to… </li></ul><ul><li>Unusual story line </li></ul><ul><li>Great original character(s) </li></ul><ul><li>New engine/technical breakthroughs </li></ul><ul><li>Hot franchise: in-game advertising possibilities (Google purchase of Adscape Media May 2007) </li></ul><ul><li>Celebrity tie-ins: </li></ul><ul><ul><li>Author </li></ul></ul><ul><ul><li>Actor </li></ul></ul>
  15. 15. Contacting the Media <ul><li>Create an editor data base </li></ul><ul><li>News releases </li></ul><ul><li>Pitch letters </li></ul><ul><li>Media tours </li></ul><ul><li>Reviews </li></ul><ul><li>Feature stories </li></ul>
  16. 16. Tips on Pitching a Game to Consumer Media <ul><li>Start an editor data base </li></ul><ul><ul><li>Make notes </li></ul></ul><ul><ul><ul><li>Know who reviews your type of title </li></ul></ul></ul><ul><ul><li>Learn the wire reporters and syndicated freelancers, guys that can have their reviews picked up by 10 – 100 other papers </li></ul></ul><ul><li>Make your pitches personal </li></ul><ul><ul><li>Reference other reviews the editor has done </li></ul></ul><ul><li>Keep email pitches short </li></ul>
  17. 17. Promotional Events <ul><li>Launch of Sony PS3 – London </li></ul><ul><ul><li>Damp squib until gift of 46in HDTV (£2k) to every customer in the queue </li></ul></ul><ul><ul><li>Claims supply chain in place v. Wii waits </li></ul></ul><ul><li>Events can be pretty expensive; pick and choose the titles you want to promote, carefully </li></ul><ul><li>Pick a media capital, if you want lots of attendees </li></ul><ul><ul><li>Sometimes generating a buzz is more important than press coverage </li></ul></ul>
  18. 18. Viral Marketing <ul><li>Mass-uptake of new communication channels such as email, instant messaging and SMS, viral marketing is now more powerful than ever </li></ul><ul><li>Online games used for viral marketing </li></ul><ul><li>Game ties in with product/service </li></ul><ul><li>Could this work for a game? </li></ul><ul><li>How would both games be positioned? </li></ul><ul><ul><li>What is the relationship between them? </li></ul></ul>
  19. 19. Viral Marketing <ul><li>Entrenched market divisions can only be shattered by games that violate accepted rules but still achieve financial success </li></ul><ul><li>If games are the same </li></ul><ul><li>Marketing responses must be unique </li></ul>
  20. 20. Viral Marketing <ul><li>Bioshock: </li></ul><ul><ul><li>&quot;The game was so good we knew how much it would benefit from word-of-mouth,&quot; </li></ul></ul><ul><ul><li>Narrative/backstory looks lame on paper </li></ul></ul><ul><ul><li>Reliance on game elements (Rapture site) </li></ul></ul><ul><ul><li>Drip feed of info </li></ul></ul><ul><ul><li>Show don’t tell </li></ul></ul><ul><ul><li>Creates “buzz” </li></ul></ul>Tom Bass Marketing Director 2K Games (August 2007)
  21. 21. Viral Marketing <ul><li> gave a chance to play a multiplayer beta version of Halo3 </li></ul><ul><li>750,000 people entered </li></ul><ul><li>By the end of beta testing 820,000 people had participated </li></ul>3,781,245 views by November 2007
  22. 22. Viral Marketing <ul><li>Web 2.0 applications offer opportunities </li></ul><ul><li>Facebook application to promote game </li></ul><ul><li>2006 – Sony attempts to promote PSP </li></ul><ul><li>Using fake YouTube videos </li></ul><ul><li>Publicity: Positive or negative? </li></ul>
  23. 23. References <ul><li>Bateman C. & Boon R. (2006) 21 st Century Game Design. Hingham, MA:Charles River Media Inc. </li></ul><ul><li>Blythe J. (2006) A very short, fairly interesting and reasonably cheap book about studying marketing . London: Sage. </li></ul><ul><li> </li></ul><ul><li>Fox B. (2005) Game Interface Design . Boston, MA: Thomson Course Technology. </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Jobber D. (2004) Principles and practice of marketing . 4 th ed. Maidenhead: McGraw-Hill Education. </li></ul><ul><li>Mariotti J. (1999) Smart things to know about brands and branding . Milford, CT: Capstone. </li></ul><ul><li>Rabin S. (ed) (2005) Introduction to Game Development . Hingham, MA: Charles River media Inc. </li></ul>