Level Up Distribution and Marketing is presenting a distribution and marketing plan for the video game "Robot Annihilation" created by Cursed Turtle Studios. The plan aims to launch the game on Steam to reach male college students aged 18-22 as the primary target market. Level Up projects sales of 425 downloads in the first year, generating $2,730 in revenue with an 82% return on investment. If successful, Level Up hopes to expand the game's audience and host battle tournaments, allowing Cursed Turtle Studios to sell merchandise and get user feedback. Level Up will pursue large distributors like EA Games and Ubisoft for distribution or self-distribute by selling in local coffee shops if needed.

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Robot Annihilation
Distribution and Marketing Plan
June 2nd, 2019
Level Up Distribution and Marketing
Grecia Rayme, Tramaine Morris, Taylor Cohea
Project and Portfolio V: Entertainment Business

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I. Executive Summary
The Company
Level Up Distribution and Marketing is a team of four individuals stationed remotely within the
United States. The company provides distribution and marketing company opportunities for
small creative groups and startup companies within the entertainment industry. Level Up’s
primary focus is to build professional relationships and create opportunities for their clients to
help them excel within their genre and develop their product or service.
The Project
Robot Annihilation is single player, 3rd person shooter game. The player virtually converts into a
half-man and half-robot to defeat all its enemies. To unlock all levels, the player must survive
every round. There is only one winner, and that is the player with the highest score on the
leaderboard. Robot Annihilation is similar to the very successful 1st person shooter game Doom,
which has sold over 10 million copies worldwide. The games are similar in the aspect that the
player is shooting at the enemy through the eyes of the character. It is all about surviving.
Sales Projections / Return on Investments
The agreed investment for Cursed Turtle Studios’ project is a $1,500 budget. With the
established budget, Level Up will spend $1,344.98 in marketing. The sales projections for the
first year are 425 game downloads sold with a projected total net sales revenue of $2,730 and a
return on investment of 82% with a profit of $1,230. The low-end return on investment is 64%
with a profit of $957. The high-end return on investment is 100% with a profit of $1,503. The
high and low end were calculated using a plus/minus of 10%.

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Target Market
The primary target market for Robot Annihilation are male college students, ages 18-22. They
are interested in playing online games during their free time, enjoy attending game tournaments,
and host game nights with a group of friends.
Strategy
Level Up will partner up with the best online game aggregators, such as Steam and Epic Games
for the distribution of Robot Annihilation. The marketing tools utilized will be social media,
flyers, and press events. It is essential for developers at Cursed Turtle Studios to have that
physical interaction with their audience to create an emotional connection. Also, Level Up will
encourage consumers to engage with the developed website RobotAnnihilation.com, where
customers are updated on the latest features of the game.

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II. Company Information
Level Up Distribution and Marketing
At Level Up Distribution and Marketing, their mission as a company is to not only help their
clients reach success but also value their work. Level Up’s team is continuously finding new
ways on how to distribute and market their client's product or service in the best way possible.
Leadership Team
Level Up Distribution and Marketing is a startup company formed by three individuals. With
experience in artist management/development and marketing distribution, while studying
Entertainment Business at Full Sail University, Tramaine Morris is the distribution coordinator
for all clients at Level Up. With experience creating marketing campaigns for the Community
Art Chalk event while studying Entertainment at Full Sail University Business Grecia Rayme is
the marketing consultant for all clients at Level Up. With the experience obtained from
Mandalay Pictures assisting in the production of movies and creating budgets while studying
Entertainment Business at Full Sail University Taylor Cohea is the budget manager for all clients
at Level Up.
Company Ideals
Level Up takes the personality that is embedded in their clients' product/service and highlights
the best parts to execute an effective plan that will result in success. Building relationships is
Level Up’s primary strategy, which builds a foundation for growth with their potential clients
and partners.

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Projects
With recent successful project worked on for the Community Chalk Art Event, Level Up can
pass along the success to Cursed Turtle Studios’ current project. Level Up's focus is to partner
with the best distributors to help their clients' reach their target audience. After the first year,
Level Up will work in the expansion of their clients' project to reach a secondary target market.
The Level Up team will work one-on-one with their clients for setting up short and long-term
goals. Also, Level Up will use all resources available and is determined in having their clients
succeed not only within the first year but in the following years. Level Up's team has the
experience and knowledge to get Cursed Turtle Studios to reach the top of the ladder in the game
industry.

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III. Project Information
Creators: Tyler Young, James Wirths, Josh Naso
Title: Robot Annihilation
Media: PC game
Genre: 3rd person shooter
Hooks
“Annihilate the enemy, or it’s game over!”
“There can only be one winner.”
“Defeat the enemy.”
“Welcome to survival mode!”
“To live is to survive.”
“Surviving is the only way out.”
“The time is ticking, defeat all enemies!”
Logline
“A half-man half-robot battles to destroy his enemies in action-packed pc adventure that is fun
for all ages.”
Premise
“Robot Annihilation is a 3rd person shooter game, only for a single player. The player virtually
turns into a half-man half-robot and must defeat robots for survival. All levels are unlocked as
long as the player defeats all the robots. The player with the highest score in the game is the
winner.”

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IV. Distribution & Marketing Goals
At Level Up Distribution and Marketing, the goal to achieve new relationships with businesses
by working with clients. Level Up takes into consideration what their clients want to achieve for
their company. Cursed Turtle Studios’ mission is to launch their Robot Annihilation game on the
Steam site. By using Steam as the distribution site for the game, the first year, Level Up will be
able to reach out to their clients’ primary target market. Once reaching the target market and
getting a return on investment, Level Up’s clients can develop new features to the game that will
allow players to have a unique experience.
Cursed Turtle Studios is passionate about attracting fun and excitement to its users; it is more
than a competition. After analyzing the success of Robot Annihilation, Level Up hopes to host
battle challenges for the gamers. Through the hosting of this event, Cursed Turtle Studios will be
able to expand by selling products, such as t-shirts, hats, and other merchandise. In addition,
these events can allow for Cursed Turtle Studios to meet with their users and receive feedback by
hearing new features that they could perhaps into the game. Above all, Level Up’s main goal as a
company is to satisfy their clients and deliver a successful plan.

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V. Target Markets
Primary Target Audience
The primary target audience is located in the Orlando, Florida area since its Cursed Turtle
Studios based location. Robot Annihilation will focus on the first year in reaching out to male
college students, ages 18-22. They are interested and enjoy playing games online during their
free time. They also like to attend game tournaments, buying the latest video games online, and
host game nights with a group of friends.
Secondary Target Audience
The secondary target audience is located in Atlanta, Georgia. After the first year of releasing
Robot Annihilation, it would be an excellent opportunity for Cursed Turtle Studios in the
expansion of marketing to a new audience. The new target market will focus on early male
professionals, ages 22-26. They are intrigued by learning more about online video games.
Moreover, they enjoy spending time with their family and going out with friends during the
weekend.

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VI. Distribution
Plan A: Finding a Large Distributor
The companies Level Up will approach for Robot Annihilation are EA Games, Blizzard
Entertainment, and Ubisoft. EA Games has created some of the best games in the past 20 years,
including Battlefield, Medal of Honor Series, and have distributed a majority of the James Bond
video games. EA Games has the experience of distributing first-person shooter games, similar to
Robot Annihilation. Also, Blizzard Entertainment has published some of the most successful
game franchises in history. For example, they have published The World of Warcraft Series,
Diablo Series, and StarCraft Series. Lastly, Level Up would also want to be considered by
Ubisoft because of their impeccable roster of games they have published throughout the years.
Some of the titles include Assassin's Creed Series, Far Cry Series, and Rainbow Six Series.
Level Up will gain EA Games’ attention is by getting in communication through a connection
over at EA Games office in Los Angeles, California. Level Up’s budget manager, Taylor Cohea,
has a connection in the ability to set up a meeting with the top decision-makers at the main office
in Redwood, California. Furthermore, when it comes to Ubisoft, Level Up will make a viral
video showing an enticing trailer of the game showing off the amazing artwork and effects of the
game. The video will have Level Up representatives asking Ubisoft for a potential business
meeting. Level Up will post the video on YouTube and all Robot Annihilation social media sites
that will persuade all followers to tag Ubisoft to build more exposure.

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Plan B: Self-Distribution Plan
Bricks and Mortar Outlets
Foxtail Coffee Co. is a local coffee shop found in the Orlando, Florida area. Customers enjoy
coming to the shop at all times, whether it is to get work done or meeting up with a friend to
chat. Foxtail’s busiest time is during the afternoon, when students are out of school and when
people are out of work. They are a small business that is continuing to expand out throughout the
city of Orlando. Cursed Turtle Studios partnering up with Foxtail Coffee Co. will allow for them
to sell download cards (DLC) for Robot Annihilation and reaching high sales since their main
target can be found there.
Cybertron Video Games is a local video game store located in Winter Park, Florida. The video
game store has top reviews from customers on why it is one of the best video game stores found
in the Orlando, Florida area. This local business is an excellent opportunity for Cursed Turtle
Studios to partner with in the selling of their DLC for Robot Annihilation. Also, partnering with
Cybertron Videos Games will for Cursed Turtle Studios allow them to reach their target market.
Aggregator
Cursed Turtle Studios will work with two aggregators within the first year in the releasing of
Robot Annihilation. Robot Annihilation will be submitted through Steam’s Distribution Program
in the first year of release due to its larger platform and stronger reach. A company Tax ID will
be registered in the submission to the distributor along with all Cursed Turtle Studios' files, such
as a bank account number for the direct deposit of sales. Level Up will complete the Steam
application form and cover the submission fee of $100 to start the distribution company’s 30-

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Day process for approval. During the 30-day waiting period, Level Up will prepare Cursed
Turtle Studios Store Page provided by the distributor for the release day. Furthermore, a
“Coming Soon” announcement will be displayed to advertise for the awaiting release of Robot
Annihilation. Partnering with Steam will introduce Robot Annihilation to the online gaming
community and help reach social media following over 1,000 people. Steam estimated revenue
from the sale of Robot Annihilation games is $1,450.00 with an estimated 250 downloads sold on
the Steam platform with a cost of $5.80 a download.
Epic Games will be the second aggregator for Cursed Turtle Studios. Due to the distributors
quick and easy sign-up process, Level Up guarantees to be able to connect quickly with a simple
online form. Cursed Turtle Studios will also be able to connect and network with other
developers through Epic Games “Support-A-Creator Program.” Through the program, other
creators will help promote games such as Robot Annihilation. Creators earn a share of the
revenue from each attributable sale. “Developers set the rate of the revenue share, and Epic
Games pays the first 5% for the first 24 months. Also, developers get immediate access to
thousands of creators who can promote their titles with no friction.” The estimated revenue from
sales of Robot Annihilation on the Epic Games platform is $2,310.00 from sales of 175
downloads, at the cost of $13.20 per download after the 12% commission per download is paid
to Epic Games.
Project Website (Robotannihilation.com)
The Robot Annihilation website will display a trailer for the game, as well as background
graphics that showcase the beautiful artwork that was developed. The main page has artwork a

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with screenshots of various gameplay scenes. The website links to an about, FAQ, game
download, Facebook, Twitter, and Instagram page. The about page will display art from the
game and describe the premise and objectives of the game. The FAQ. page displays the artwork
from the video game and includes the most frequent questions asked about Robot Annihilation
that are answered by the developers. Also, the game will be available for all visitors to purchase
on the website. All purchases will be processed via a third-party payment system, PayPal. The
download page will give instructions on how to pay and download the game in the PC.
Customer Relationship Management Systems
When customers purchase the game through Steam or the Robot Annihilation website, their
personal contact information will be required for the purchase to process. Level Up will use the
customers’ email to stay in contact and notify them when Cursed Turtle Studios have added new
features within the game. Also, Level Up will use Google Analytics for Robot Annihilation’s
website to gather data from their customers. Google Analytics will be used to collect locations of
the customers, bounce rate, session duration, and behavior flow. In case there is ever a
complaint, Level Up will add customer service where customers can fill out a form where a
Level Up representative will be responsible in solving any issues customers are encountering
with the game or website.

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VII. Sales Projections
Price and Sales Projections (based on a $1500 budget)
Price
Projected
Units
Projected Net
Revenue
Retail
Download Cards (Game's Website) $8.00 100 $800
Wholesale/Dealer Price
Game Units (Foxtail Coffee Co.) $6.40 75 $480
Download (Steam) $5.80 250 $1,450
Projected Total Net Sales Revenue $2,730
Return on Investment (ROI)
The Return on Investment for the above sales is 82% with a profit of $1,230 and 425 game
downloads sold. The low-end return on investment is 64% with a profit of $957. The high-end
return on investment is 100% with a profit of $1,503. The high and low end was calculated using
the plus/minus of 10%.

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VIII. Marketing
Marketing Tools
Level Up’s top marketing tool for the pre-release of Robot Annihilation are flyers. All flyers will
be distributed in the busiest areas in the Orlando area, such as Downtown Winter Park and Lake
Eola Park. Press events and on-site demos will be incorporated in order for developers to
establish a strong relationship with their customers. Social media sites will also be used as
marketing tools for the pre-release, release, and post-release. Some of the social media sites that
will be used for the marketing aspect in reaching the target market include Instagram, Facebook,
Twitter, and YouTube. Cursed Turtle Studios’ target market ranges from the new generation to
millennials, which all are very active on either social media site mentioned.
Promotion
Pre-Release (June through October)
Strategy
The pre-release strategy for the launch of this project will solely focus on
reaching the target market. Level Up’s team will conduct thorough research on
Robot Annihilation’s users as well as competitors. Cursed Turtle Studios currently
owns a blogging website. However, establishing a professional website for their
project will help them reach their audience and build interest from other
businesses for potential partnerships. Flyers and press events will be utilized for
the audience to get live interaction with Cursed Turtle Studios developers.
Instagram, Facebook, Twitter, and YouTube will be used to reach the target
market as well. All posts made will build up the anticipation for the release of the
game.

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Tactics
July 1st-July 8th - Flyer distribution during the week of 4th of July at Downtown
Winter Park.
July 9th-July 16th - Instagram posts of different angles of the logo for the game,
on the last day the final image will be released for followers to see.
August 12th- August 19th - Facebook posts that gives an inside peek of the game.
September 2nd-September 8th - Flyer distribution during the week of Labor Day
at Lake Eola Park.
September 11th – Cursed Turtle Studios press event at Full Sail University for
Robot Annihilation.
September 23rd- September 28th - Twitter polls to get the audience engaged.
October 14th- October 22nd - Upload game tutorials on YouTube.
October 31st – Press event where developers for Robot Annihilation talk about the
process of developing the game from start to release date and future goals.
Release (November)
Strategy
The release strategy for the selling of this product on November 22nd is due to
Steam’s scheduled seasonal autumn sale and Black Friday. During this time,
gamers are the most interested in finding new games to purchase. By putting the
game on sale, Robot Annihilation has a high chance of increasing its sales. On the
day of the release, Cursed Turtle Studios will host a Livestream on Instagram to
interact with their followers and answer any questions. An on-site demo will be
available for the audience to try out the game before purchasing it.

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Tactics
November 22nd - Host a livestream on Instagram to engage with the audience.
November 23rd-November 25th - Post short video clip of game tutorial on
Instagram.
November 25th - Twitter poll on what interested the audience to download the
game.
November 26th – On-site demos for Robot Annihilation at Full Sail University.
November 26th- November 28th - Facebook post quoting the top reviews from
users who have been enjoying playing the game.
November 29th- November 30th - Upload videos on YouTube why this Christmas
season you should gift a friend a DLC for Robot Annihilation.
Post Release (December through May 2020)
Strategy
The post-release strategy for selling this product is reviewing all the sales since
the day of the release. Level Up will continue to monitor all social media sites for
Cursed Turtle Studios. Building a strong relationship with Cursed Turtle Studios’
target market is essential to not only make them feel appreciated but also allowing
them to be part of the process as Level Up plans for the second year. Any changes
to Robot Annihilation’s website or social sites will be done purposefully for
improvements. Also, a giveaway will build interest for new Robot Annihilation
customers.
Tactics
December 2nd-December 9th - Instagram post that asks followers what is their

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favorite thing about the game.
January 6th-January 13th- Facebook post welcoming the new year and engaging
people to download the game.
January 21st-January 27th - Plan the creation of content for all social media sites.
February 10th-February 17th - Plan on strategies of how to reach the secondary
target market.
February 24th-February 26th - Host a livestream on Facebook to interact with
gamers.
February 27th – Press event for Robot Annihilation at Full Sail University.
March 9th-March 16th - Review the website and all social media accounts for
Robot Annihilation.
April 15th - Twitter poll if you are someone or know someone who plays Robot
Annihilation.
April 20th - Answer the audience’s question through Instagram stories.
May 4th - Upload YouTube video for tips on how to survive the longest in Robot
Annihilation.
May 15th - May 22nd - Post on Instagram, Twitter, and Facebook on how to enter
for a chance to win a DLC for Robot Annihilation.
May 29th - Post on Instagram, Twitter, and Facebook announcing the winner for
the DLC for Robot Annihilation.

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IX. Budget
Tactic Specifics Frequency Annual
Cost
Aggregator Fees
Steam Distribution
…Fee Distribution One Time $100
Media Advertising
Facebook Advertising /$25 monthly Annually $300
YouTube Promoted
…Trailer
Advertising /$41.67
monthly Annually $500
Instagram Advertising /$25 monthly Annually $300
Flyers
Flyer Printing Marketing One Time $110
Website
Domain Name
Network Solutions Domain
Registration Annually $19.98
Gifts/Prizes
DLC Giveaway Marketing One Time $15
TOTAL
$1,344.98

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X. Appendices
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app-marketing-strategy
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audience
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