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.

1. OF GAME
MARKETING
10 DON’TS

7. 01
DON’T THINK YOU KNOW
EVERYTHING NECESSARY
ABOUT YOUR GAME

8. QA | USER SESSIONS | CLOSED BETAS | EVENTS
ARE HELPFUL MARKETING TOOLS

9. DON’T ASSUME PEOPLE KNOW
WHAT YOU KNOW
02

10. INFOMERCIALS | INTRODUCTIONARY CONTENT
1st/3rd PARTY LET’S PLAYS | PREVIEWS

11. P&C ADVENTURE | 80s TV POLICE DRAMEDIES
COOL BUT HARD TO SELL GAMEPLAY

13. DON’T PROMOTE THE GAME
YOU’D LIKE TO HAVE
PROMOTE THE ONE
YOU ACTUALLY HAVE
03

14. CIVILIAN’S PERSPECTIVE
ON CONFLICT
TV SHOWS’ INSPIRED
80S VIBE

15. MAIN PREMISE
EXPLICATION
TONALITY
KEY FEATURES
DO’S/DON’TS
BENCHMARKS
AUDIENCE PROFILE
MEDIA BEHAVIOUR

16. DON’T ASSUME GOOD GAME
IS GONNA SELL ITSELF
04

17. NEARLY 40% OF ALL STEAM
GAMES WERE RELEASED IN 2016
KOTAKU.COM

18. • Nearly 40% Of All Steam Games Were Released In 2016
STEAMSPY.COM (via Kotaku)

19. REACH
(INITIAL & DERIVATIVE)
AWARENESS
(+INTENT)
CONVERTION
(MAIN GOAL)
USER-GENERATED CONTENT
(REASON TO BELIEVE)

20. 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.

21. DON’T TREAT MARKETING
SEPARATELY FROM GAME DEV
05

22. THIS IS HOW MARKETING YOU SHOULD TREAT

23. 32000 ACTIVE FANS
30-60% ORGANIC REACH
STEADY GROWTH
NO PAID AQUISITION
CUSTOMER SUPPORT

24. DON’T TRY TO PLEASE
EVERYONE
06

25. 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) -

26. MARKET YOUR
GAME HONESTLY
(campaign / product page description / assets)

27. DON’T BE AFRAID BUT ALSO
DON’T BE AFRAID OF
BEING AFRAID
07

29. DON’T UNDERESTIMATE
THE VALUE OF VIDEO
08

30. 6’ 10’ 15’ 30’ 60’ 120’
Sharp messaging & punchlines
Clear storytelling structure
Consistent tonality & narrative arch.

33. 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.

34. Good videos are
like 90s rock stars.
They generate buzz
but their live span
is short as hell.

35. DON’T EVER FORGET
RULES OF CONVERSATION
09

36. 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

37. 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)

39. DON’T @#!!
WITH RON GILBERT
10

40. DID NOT INCLUDE RON GILBERT DID INCLUDE RON GILBERT

42. UNIVERSE IS CRUEL.
ESPECIALLY FOR THE CARELESS.
(comic-con & social injustice)

43. DON’T THINK THAT
ENOUGH IS ENOUGH
BONUS

44. LOCALIZED ASSETS |REAL TIME ACTIVITIES
RESPONSIVENESS |SHIFT OF PERSPECTIVES

45. @akawist
THANKS!