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Wolfire’s Indie PR Making noise from day 1.
What Is PR? <ul><li>Public relations (PR)  is the practice of  managing the flow of information  between an organization a...
Some PR Tips! <ul><li>Only show off finished assets. </li></ul><ul><li>Never mention the competition. </li></ul><ul><li>Av...
 
Some PR Tips! La <ul><li>Only show off finished assets. </li></ul><ul><li>Never mention the competition. </li></ul><ul><li...
Wolfire’s PR Make Friends  Build a Community  Open Development Make Noise
Making Noise <ul><li>Be Open About Everything </li></ul><ul><li>Be real </li></ul><ul><li>Make Noise Often </li></ul>
Tech Posts http://youtube.com/watch?v=SAtwQa8t_3g&hd=1
Concept Art
Game Design
Silly Posts
Esoteric Posts
Personal Experiences
 
PR Chart Make Noise  Build a Community  Open Development Make Friends
Making Friends Online <ul><li>Cold Emails </li></ul><ul><li>Talk about other indies that inspire you </li></ul><ul><li>Cro...
Cold Emails
David’s Design Tours http://youtube.com/watch?v=XAoW9fjKmo4&hd=1
Cross Promotion <ul><li>Cletus Clay </li></ul><ul><li>Gratuitous Space Battles </li></ul><ul><li>Rubber Ninjas </li></ul>h...
Making Friends Offline <ul><li>Parties  </li></ul><ul><li>Meetups </li></ul><ul><li>Conventions </li></ul><ul><li>Result: ...
Edmund’s Birthday
Conference != Vacation
Meet The Press
Warmer Emails <ul><li>”…  and their main marketing dude at industry events wears a kilt and a lumberjack beard.&quot; </li...
PR Chart Make Noise  Make Friends Open Development Build A Community
Building A Community <ul><li>Facilitate Communication </li></ul><ul><li>Be “Sticky” </li></ul><ul><li>Start Now </li></ul>
 
<ul><li>Translations in 20+ languages </li></ul><ul><li>International news sites </li></ul>
 
Foothold by Hale http://youtube.com/watch?v=5R45xrFWerA&HD=1
Communication: A Two Way Street
Wolfire’s Bag o’ PR Tools Make Noise  Make Friends  Build a Community  Open Development
Blog <ul><li>Blog often </li></ul><ul><li>Pick relevant topics </li></ul><ul><li>Use pretty pictures and videos </li></ul>...
Forum <ul><li>Discussions, fans can answer each other’s questions </li></ul><ul><li>Builds a community </li></ul><ul><li>F...
Public IRC Channel <ul><li>Group live chat </li></ul><ul><li>Multiple devs can field questions </li></ul><ul><li>Fans can ...
Meebo Live Chat Widget <ul><li>Visitors:  </li></ul><ul><li>are psyched by live chat </li></ul><ul><li>can ask questions <...
Google App Engine & Amazon Cloud Front
Social Media
ModDB Page <ul><li>Friendly towards Indies </li></ul><ul><li>Community is hardcore gamers and modders </li></ul><ul><li>Ne...
YouTube Channel <ul><li>YouTube has HD </li></ul><ul><li>YouTube has a lot of viewers </li></ul><ul><li>So make lots of vi...
The 3 Pronged Attack http://youtube.com/watch?v=cc5L9sBF7D0&hd=1
Insights
Facebook Page <ul><li>Lots of users </li></ul><ul><li>Easy to Use </li></ul><ul><li>Can import your blog </li></ul><ul><li...
Twitter <ul><li>Twitter is like a mini blog </li></ul><ul><li>Makes noise </li></ul><ul><li>Can attract followers </li></u...
Steam Group <ul><li>Avatars </li></ul><ul><li>Screenshots </li></ul><ul><li>Posting announcements </li></ul><ul><li>Group ...
Games Press <ul><li>Games Press is the one PR service we pay for </li></ul><ul><li>Provides a nice way to get PR announcem...
GameTrailers
Worst of GT Quotes <ul><li>Boring! What kind of game even is this? Animatsion? Get real </li></ul><ul><li>i can't wait for...
Early Preorders <ul><ul><ul><li>TaleWorlds </li></ul></ul></ul><ul><ul><ul><li>Data Realms </li></ul></ul></ul><ul><ul><ul...
Conclusion <ul><li>Open development </li></ul><ul><ul><li>Make Noise </li></ul></ul><ul><ul><li>Make Friends </li></ul></u...
Question To Ponder http://youtube.com/watch?v=yOXrAQhShDk&hd=1
Final PR Tip Leap at every opportunity! If GDC invites you to speak, say “yes”!
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IGS @ GDC Austin: John Graham - 'Effective Marketing For Indie Game Developers'

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Wolfire's John Graham (Overgrowth)'s talk from Game Developers Conference Austin's Indie Games Summit - September 2009.

A write-up of his talk is here:

http://www.gamasutra.com/php-bin/news_index.php?story=25270

IGS @ GDC Austin: John Graham - 'Effective Marketing For Indie Game Developers'

  1. 1. Wolfire’s Indie PR Making noise from day 1.
  2. 2. What Is PR? <ul><li>Public relations (PR) is the practice of managing the flow of information between an organization and its publics. </li></ul><ul><li>--http://en.wikipedia.org/wiki/Public_relations </li></ul>
  3. 3. Some PR Tips! <ul><li>Only show off finished assets. </li></ul><ul><li>Never mention the competition. </li></ul><ul><li>Avoid direct interaction with fans. </li></ul><ul><li>Don’t generate buzz too early. </li></ul><ul><li>Let the game speak for itself. </li></ul>
  4. 5. Some PR Tips! La <ul><li>Only show off finished assets. </li></ul><ul><li>Never mention the competition. </li></ul><ul><li>Avoid direct interaction with fans. </li></ul><ul><li>Don’t generate buzz too early. </li></ul><ul><li>Let the game speak for itself. </li></ul>
  5. 6. Wolfire’s PR Make Friends Build a Community Open Development Make Noise
  6. 7. Making Noise <ul><li>Be Open About Everything </li></ul><ul><li>Be real </li></ul><ul><li>Make Noise Often </li></ul>
  7. 8. Tech Posts http://youtube.com/watch?v=SAtwQa8t_3g&hd=1
  8. 9. Concept Art
  9. 10. Game Design
  10. 11. Silly Posts
  11. 12. Esoteric Posts
  12. 13. Personal Experiences
  13. 15. PR Chart Make Noise Build a Community Open Development Make Friends
  14. 16. Making Friends Online <ul><li>Cold Emails </li></ul><ul><li>Talk about other indies that inspire you </li></ul><ul><li>Cross-Promotion Opportunities </li></ul>
  15. 17. Cold Emails
  16. 18. David’s Design Tours http://youtube.com/watch?v=XAoW9fjKmo4&hd=1
  17. 19. Cross Promotion <ul><li>Cletus Clay </li></ul><ul><li>Gratuitous Space Battles </li></ul><ul><li>Rubber Ninjas </li></ul>http://youtube.com/watch?v=h9Ob_CEjzBY
  18. 20. Making Friends Offline <ul><li>Parties </li></ul><ul><li>Meetups </li></ul><ul><li>Conventions </li></ul><ul><li>Result: Warmer Emails </li></ul>
  19. 21. Edmund’s Birthday
  20. 22. Conference != Vacation
  21. 23. Meet The Press
  22. 24. Warmer Emails <ul><li>”… and their main marketing dude at industry events wears a kilt and a lumberjack beard.&quot; </li></ul><ul><li>-Reverend Anthony Burch, Destructoid </li></ul>
  23. 25. PR Chart Make Noise Make Friends Open Development Build A Community
  24. 26. Building A Community <ul><li>Facilitate Communication </li></ul><ul><li>Be “Sticky” </li></ul><ul><li>Start Now </li></ul>
  25. 28. <ul><li>Translations in 20+ languages </li></ul><ul><li>International news sites </li></ul>
  26. 30. Foothold by Hale http://youtube.com/watch?v=5R45xrFWerA&HD=1
  27. 31. Communication: A Two Way Street
  28. 32. Wolfire’s Bag o’ PR Tools Make Noise Make Friends Build a Community Open Development
  29. 33. Blog <ul><li>Blog often </li></ul><ul><li>Pick relevant topics </li></ul><ul><li>Use pretty pictures and videos </li></ul><ul><li>Encourage feedback </li></ul><ul><li>Make it sticky! </li></ul>
  30. 34. Forum <ul><li>Discussions, fans can answer each other’s questions </li></ul><ul><li>Builds a community </li></ul><ul><li>Fans can share content and make maps together </li></ul><ul><li>Can be crazy? </li></ul>
  31. 35. Public IRC Channel <ul><li>Group live chat </li></ul><ul><li>Multiple devs can field questions </li></ul><ul><li>Fans can field each others questions </li></ul><ul><li>Mibbit </li></ul><ul><li>Rabbot </li></ul>
  32. 36. Meebo Live Chat Widget <ul><li>Visitors: </li></ul><ul><li>are psyched by live chat </li></ul><ul><li>can ask questions </li></ul><ul><li>can get support </li></ul><ul><li>can troll me </li></ul>
  33. 37. Google App Engine & Amazon Cloud Front
  34. 38. Social Media
  35. 39. ModDB Page <ul><li>Friendly towards Indies </li></ul><ul><li>Community is hardcore gamers and modders </li></ul><ul><li>New posts get sent to the front page </li></ul>
  36. 40. YouTube Channel <ul><li>YouTube has HD </li></ul><ul><li>YouTube has a lot of viewers </li></ul><ul><li>So make lots of videos </li></ul><ul><ul><li>http://youtube.com/watch?v=tdx8dBGbi4c&hd=1 </li></ul></ul>
  37. 41. The 3 Pronged Attack http://youtube.com/watch?v=cc5L9sBF7D0&hd=1
  38. 42. Insights
  39. 43. Facebook Page <ul><li>Lots of users </li></ul><ul><li>Easy to Use </li></ul><ul><li>Can import your blog </li></ul><ul><li>Uploaded media shows up on your wall </li></ul><ul><li>Promotions </li></ul><ul><li>Fosters its own discussions </li></ul>
  40. 44. Twitter <ul><li>Twitter is like a mini blog </li></ul><ul><li>Makes noise </li></ul><ul><li>Can attract followers </li></ul><ul><li>Medium for meeting people in the industry </li></ul><ul><li>Great for tidbits </li></ul>
  41. 45. Steam Group <ul><li>Avatars </li></ul><ul><li>Screenshots </li></ul><ul><li>Posting announcements </li></ul><ul><li>Group chat room </li></ul><ul><li>Room for improvement </li></ul>Nimai used our map editor to make each of us an in-engine house. This is David’s house.
  42. 46. Games Press <ul><li>Games Press is the one PR service we pay for </li></ul><ul><li>Provides a nice way to get PR announcements auto fed to news sites </li></ul><ul><li>Games Press has helped us get content on IGN, GameTrailers, GameSpot and G4 among others </li></ul>
  43. 47. GameTrailers
  44. 48. Worst of GT Quotes <ul><li>Boring! What kind of game even is this? Animatsion? Get real </li></ul><ul><li>i can't wait for the nerd to comment an try and correct everyone talking about how cool the textures look an this is revolutionary... too bad its a f**king ROCK....show some f**king character models not a rock changing colors wtf is this crap. </li></ul><ul><li>And if THIS is how they're trying to sell the game... you KNOW the game is going to be really... really bad. </li></ul>
  45. 49. Early Preorders <ul><ul><ul><li>TaleWorlds </li></ul></ul></ul><ul><ul><ul><li>Data Realms </li></ul></ul></ul><ul><ul><ul><li>Wolfire Games </li></ul></ul></ul><ul><ul><ul><li>Unknown Worlds </li></ul></ul></ul><ul><ul><ul><li>Valve? </li></ul></ul></ul>
  46. 50. Conclusion <ul><li>Open development </li></ul><ul><ul><li>Make Noise </li></ul></ul><ul><ul><li>Make Friends </li></ul></ul><ul><ul><li>Build a Community </li></ul></ul><ul><li>Start early. </li></ul><ul><li>Stay agile. </li></ul><ul><li>Note: The Wolfire Experiment isn’t over yet. </li></ul>
  47. 51. Question To Ponder http://youtube.com/watch?v=yOXrAQhShDk&hd=1
  48. 52. Final PR Tip Leap at every opportunity! If GDC invites you to speak, say “yes”!

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