This is a distribution and marketing plan for the indie game, Nightfall. This was completed as a group assignment.

1. Distribution and Marketing Plan for
Nightfall
Creative Heart Production
Jennifer Bender
Tramaine Long
Samuel Megna
Tessa Merlo-Taylor
Casey Newsome
Mason Smith
JaPaul Vines
EBBS Project & Portfolio V
January 30, 2022

2. I. Executive Summary
The Company:
Creative Heart Production is a marketing and branding company that has the goal of not only
bringing new content to the entertainment industry, but also to nurture it to its fullest potential
and beyond.
The Project:
Nightfall is an action-adventure game for PC. Nephilim, a character born from hell, must fight all
evil forces to destroy the entire town of Sirville.
Sales Projections / Return on Investment:
Based on a $1184 first-year budget, they expect to generate an ROI of 168%, established on a
profit of $1,984 by the close of the initial investment year.
Target Market:
The primary target markets for “Nightfall” are males ages 17-22 living in Cleveland, Ohio. The
ideal consumer works part-time, making minimum wage while valuing their alone time.
Strategy:
Our main marketing strategies would include releasing DLC content at Video Game Connections
around Cleveland, Ohio, as well as creating a strong social media presence, and partnering with
influencers and streamers. Distribution in the first year will be through Steam and Epic Games,
allowing us to only release digital content.

3. II. Company Information
Creative Heart Production
Creative Heart Production is a marketing and branding company that strives to help our clients
be noticed on the highest level of any entertainment arena.
Leadership Team
Creative Heart Production consists of a team with a multitude of talents to bring the best to their
clients.
Jennifer Bender (CMO) oversees the administration department for Creative Heart Production
based on her experience at Corporate Records Management as a Chief Administrator,
maintaining records for clients, scheduling orders, and processing billing.
Tramaine Long oversees the department of distribution for Creative Heart Production. He
gained his experience at Divine Light Media, overseeing the distribution and marketing for the
client’s music.
Samuel Megna oversees the Creative department for Creative Heart Production based on his
experience at Right Call Media as the Director of Content.
Tessa Merlo-Taylor oversees the department of digital marketing for Creative Heart Production
based on her experience with the Orlando Florida Kiwanis Club, creating a marketing plan for
the Fall Karing Festival in 2021.
Casey Newsome oversees the Career Development Department for Creative Heart Production
based on her experience as a Team Manager at Alorica, helping agents grow and develop their
skills to progress their career within the company.
MasonSmith oversees the Finance Department for Creative Heart Production based on his
background with Orlando Florida Kiwanis Club, he managed the budget for the Fall Karing
Festival in 2021.
JaPaul Vines oversees the Public Relations for Creative Heart Production based on his
experience at DeVine Vision Entertainment as Creative Marketing Director, coordinating Digital
Marketing, Social Media Management, Multimedia Development & Storytelling, and Event
Planning & Event Marketing.
Company Ideals

4. The ideals and goals for the next 20 years that our company sees for the future are big. After
finishing the release and finishing everything with Nightfall, we plan for our company to market
many other games. We also plan to market music, movies, and other entertainment fields to be
mainstream to the public. We plan to make Nightfall II and represent other games like we have.
We want to make sequels to keep the demand for our client’s games relevant, with new story
lines and characters to make consumers want to purchase our client’s games more and continue
to play it through the years. We also want to focus our efforts on other entertainment fields,
helping market releases for albums and movies to audiences to boost excitement, as well as sales
and streams for our client’s new music and movie releases.
Projects
We want specific subsequent projects we want to work on, we want to represent new games once
we are established, to reach different audiences with our brand. We want to represent games that
reach audiences from kids to older people and both genders. We want to market our client’s
game to many audiences with options to purchase in store, as well as through online game stores
on consoles popular for our client’s game, to push sales and have immediate access to the game.
Other projects we plan to represent and work on are expanding our brand and marketing to
different industries. With the different industries, we can use our skills we have mastered in the
gaming field to help our clients market music and movie releases. We plan to represent several
games, two artist releases and a movie simultaneously.
III. Project Information
Creators: Tyler Rizzo - Producer
Daikee Jackson - Producer
Chris Kennedy - Producer
Carlos Lugo - Executive Producer
Amanda Armstrong - Writer
Elizabeth Kaye Daugherty – Writer
Christian Digges - Level Designer
Taylor Wise - Lead Artist
Brandon Nieves - Sound Designer

5. Austin Bunker - Gameplay Programmer
Sebastian Rodriguez - Gameplay Programmer
Fernando Borges - AI Programmer
Title: Nightfall
Media: Video Game
Genre: Action-Strategy
Hooks
“Cleansing the land from all evil.”
“Facing darkness head on.”
“Conquering the evil within.”
“Never-ending evil happening at night.”
“Darkness walking in our streets.”
“Slaying the evil forces or die trying.”
Logline
Nightfall – “Nephilim, born from hell, must conquer all evil forces trying to destroy innocent
people. Nephilim must fight at any cost to save the entire town of Sirville before the entire town
is wiped out.”
Premise
Nightfall – “Nephilim, born from hell, visits Sirville, a town outside of Detroit, Michigan, to visit
his aging mother. While visiting, he learns of an attack to destroy innocent people in the town of
Sirville. Many have attempted to end the ruthless attack, but no one has been successful.
Nephilim must step out and fight at any cost to save the entire town of Sirville before the entire
town is wiped out.”
IV. Distribution & Marketing Goals

6. The intention of the distribution and marketing plan is to create the foundation for product sales
and community growth. These goals focus on creating a benchmark for success that can be built
off over time.
According to Mark H. Walker, author of “Games that Sell”, a PC game is successful once it hits
100,000 copies, while console games are 200,000. Since Nightfall is currently a PC game, the
first goal is to sell 100,000 copies. This is a small portion of the expected sales over time. This
target is meant to be reached within one to two years. It is the first step in long-term success.
To accomplish this goal, a strong social media community will need to be formed. There is a
large demographic overlap between gamers and social media users. According to a 2019
GlobalWebIndex report, 55% of gamers check Twitter daily. Mark H. Walker also states in his
book that the internet community is a key component in making a successful game. Having an
online presence and strong community means that content related to Nightfall will stay relevant
in media. This guarantees that social media marketing will also have more success as community
members interact and share content. The goal for social media followers is 50,000 over multiple
platforms.
Another goal will be to reach out and partner with streamers and influencers. Individuals who
consume gaming-based content have turned heavily to streaming services such as Twitch to learn
about new games or simply for enjoyment. There are millions of viewers a day on these
platforms, so partnering with an established streamer allows access to a greater target audience.
These streamers will need to be a good fit for the Nightfall brand, which will open marketing
opportunities to their audience. The goal here is to raise awareness to boost sales and expand.
V. Target Markets
Primary Target Audience
The Primary Target Audience that best fits the game “Nightfall” is within the age range of 17-22.
These individuals are also male. Because of their age range, these gentlemen are reaching the
end of their high school days and/or just entering the college experience. The city to focus on is
Cleveland, Ohio, because according to CNBC, this city is the most stressed. The creators of
“Nightfall” wish to help their game players relieve stress caused by everyday life. The gamer’s
income is $15,000, assuming they make the minimum wage of $9.30/hour in Cleveland. Players
of “Nightfall” are interested in hunting, playing other first-person shooter games, and value their
alone time. Their behavior consists of going to the movies to watch action and horror films, and
buying other games, such as Doom, Gauntlet, and Hunt: Showdown.
Secondary Target Audience

7. The Secondary Target Audience that best fits the game “Nightfall” would be 17-22-year-old men
and women. Due to their age range, they are also in their last few years of High School and
Starting College. For our secondary audience, they are branching out with Detroit, Michigan
being a primary focal point for location, as it is the second most stressed city in the United
States. The income for this age range of gamers is between $24,960-$27,300, working between
32-35 hours a week based on minimum wage at $15 an hour currently in the state of Michigan,
according to the Detroit Free Press. These players enjoy gaming, no matter the platform, and
lean-to gaming as a stress reducer and gateway to relaxation, as well as making connections with
other gamers around the world. Due to bringing in more money, these players can stay home and
order more takeout, leaving them more time to game and Livestream via Twitch.
VI. Distribution - Year One:
Self-Distribution Plan
Brick and Mortar Outlets
Seeing as Nightfall is mainly an online-platform game, brick-and-mortar outlets will not be the
focus for the marketing and distribution plan. However, it is important to have many forms of
distribution. In this case, a reasonable candidate for wholesale is Video Game Connection in
Cleveland, Ohio. Video Game Connection is a small game store that sells old and new games
across all platforms. They also cater to the target market, as well as possible submarkets.
Aggregator
Nightfall’s main platform is digital, so the suggested aggregators are Steam and EpicGames.
Both platforms are digital game retailers who frequently work with small developers. Both
platforms are user friendly. They also offer extra resources that include, but are not limited to,
financial assistance and creator networks. Steam and Epic Games also already have large
established networks or individuals who regularly seek out new games. Marketing efforts can
also route individuals to these platforms for ease of accessibility for consumers as well.
Project Website
The proposed available domain name for Nightfall is thenightfall.org. The main page of the
website would have a nice inviting picture. The main page would also have a sign in for gamers
to sign into their EA (Electronic Arts) account or set up an account with EA. There is also a
trailer on the page that features a thirty-to-sixty-minute teaser of the game. The last thing the
main page would feature would be news updates about the game. Other sections you could
navigate to on the website are: Play Now, About, News, FAQ, Support, Forums, and Rules.
Gamers could visit websites to Xbox, Steam, and Epic with links from the thenightfall.org to the

8. sites. There are also links to Nightfall’s Facebook, Instagram, Twitter, and Tiktock pages.
Payments can be collected on the website from a third-party processor.
Customer Relationship Management Systems
The customer’s data will be collected in various ways, so they can be properly communicated
with, and a relationship can be formed. Forms of data collected are a customer’s website, email
address, contact number, and social media channels.
To form a relationship, ensure that all customers are frequently updated on the last happenings
with Nightfall. We will use the website to do this, by making sure the website is updated so that
customers can see accurate and up-to-date information.
Customer complaints and suggestions will be handled by allowing customers to chat with an
online chat or send an email. When customers send an email, they will receive an automated
message letting them know that someone will respond within 24 to 48 hours.
VII. Distribution - Year Two:
Finding a Large Distributor or Publisher
After having success within the PC gaming world, it will be smart to move to other
marketplaces, such as the Microsoft Store and Sony PlayStation Store. This will make the game
available on all platforms and accessible to more of our target audience. Ubisoft would be a
perfect company to get involved in the publishing of Nightfall. They are a French video game
company known for games such as Assassin’s Creed, Far Cry and Watch Dogs. Ubisoft is also
one of the main publishers for Devil May Cry.
A smart way to gain connections with Ubisoft would be to team up with Devil May Cry, which
has similarities to Nightfall. If they could gain a co-sign from Devil May Cry and create a strong
relationship, it would be easier to pitch Nightfall to Ubisoft for future publishing. Another idea
would be to attend conventions such as the Electronic Entertainment Expo (E3) and Game
Developers Conference (GDC). Many major companies routinely attend these events and would
give Nightfall exposure to these bigger companies.
VIII. Sales Projections
Price and Sales Projections (based on $1184 budget)

9. Price Projected Units Projected Net
Revenue
Retail
Download (from direct website) 5.99 100 599.00
Merch (cups and T-shirts from the website) 6.99 100 699.00
Wholesale/Dealer Price
DLC (Video Game Connection) * 3.00 150 450.00
Aggregator(Steam) ** 4.20 150 630.00
Aggregator(Epic Games) *** 5.27 150 790.50
Projected Total Net Sales Revenue $3,168
* Assumes 50/50 split with retail store
** Assumes 70% of the retail price
***Assumes 88% of the retail price
Return on Investment (ROI)
An ROI of 168% based on a profit of $1,984 is projected by the close of the investment year.
The ROI could decrease as far as 34% based on the profit of $401 on the lower end and increase to ROI
of 275% based on the profit of $3,258 on the higher end.
This range was based on a plus/minus of 40% based on research into the prospective target market.
IX. Marketing
Marketing Tools
· Print Advertising
· Digital Marketing

10. · Search Engine Optimization (SEO)
· Social Media Marketing (SMM)
· Press Release (PR)
· Live Event
· Crowdsourcing Marketing
· Beta Testing
· Information Gathering
· Blogs
· Podcast
· Websites
· YouTube
· Trailer of gameplay
· DLC redeem card
Promotion
Pre-Release (February through September)
Strategy
Phase One: For pre-release, they will produce a promo video to use as a teaser, with the
most thrilling or exciting parts of their game, which is an excellent way to start things up.
Incorporate great graphics and soundtrack, along with any other important pieces of info
that will be attractive to possible players. Doing this, they will need a YouTube page to
upload the video.
(This promo link from YouTube will be placed on all social media platforms for
promotion purposes.)
Phase Two: The client will use crowdsource marketing. Crowdsourcing will allow future
gamers to test the beta version of the game. This will allow word-of-mouth marketing,
and their team can gather information from the players for bugs, glitches, and general
feedback to improve the final product at launch. (Make the beta available on the
Nightfall’s website and Steam and Epic’s marketplace.)
Phase Three: They will continue to expand and distribute the game during the Post
Release. They will work with Steam and Epic Games, but also create a page on the
website for people to buy the game and branch out and offer merchandise to support the
continued presence of Nightfall in the gaming community. Creating a blog on their
website is one of the most reliable long-term assets they can have, and it is favorable for
several reasons. It allows them to increase traffic to their website using SEO. Blogs
attract new players and more press to the game. Plus, blogs bring in new players after the
official launch date.
Tactics

11. February 1st
-February 2nd
- Create YouTube channel, Facebook, and Instagram page with
gaming branding (Logos, Bio, and Pictures)
February 6th
-February 13th- Create the Nightfall promo trailer to upload on all the
previously created social media platforms.
February 22nd
-February 23rd
- Upload promo trailer to YouTube, Facebook, and
Instagram.
February 24th
-February 28th
: Create Facebook and Instagram campaign of promo trailer
using the Facebook business suite for 12 days $1/day and $5/boost.
March 10th
- March 17th:Run the 7-day campaign of the Facebook and Instagram
campaign created.
July 4th
- July 8th
: Create a blog on the Nightfall’s website explaining the new features and
release date of the Nightfall game.
August 6th
- August 8th
:Create a blog on the Nightfall’s website promoting the release of
public beta testing of Nightfall from (Aug. 30th-Sept. 30th)
August 30th
- September 6th:Release of Nightfall beta on the Nightfall website, Steam,
and Epic Games marketplace (gather the player's feedback)
Release (October)
Strategy
The game will be released on October 10th so for the first part of the month, the client
will focus on the 2 events you have leading up to the launch to help get people ready for
the game itself. The second part of the month, you will spend promoting the game even
further.
Tactics
October 1st
-5th: Place finalized copy of game up on the Steam and Epic Games platforms.
Add a place to buy the game on the website and create a landing page for the game
purchase on the website.
October 6th
-10th: Send digital copies of the game to 10 popular gaming enthusiasts who
livestream on Twitch.
October 10th
-15th: Host 5-day launch party at Cafe Social LatinoAmerican. The address is
2937 W 25th Street Cleveland, Ohio 44113 from 12pm-4pm, and has spaces where
attendees can play the game before buying. Attendees will bring their own laptops for
game play. There will be a merchandise table to sell Nightfall’s DLC cards, t-shirts, and
cups.
October 18th
-24th
: Boost the Facebook and Instagram campaign and place 25 more ads
displaying the hot new game that has hit the market.
October 25th
-31st
: Run 2 new videos on YouTube showing the additional Downloadable
Content offered.

12. Post-Release (November through January)
Strategy
During the post release, they will continue to spread the word about the game and further
their marketing efforts to bring in more potential customers. During this time, they will
increase ads that have been placed, as well as expand their website to accommodate the
sale of the game.
Tactics
November 1st
-7th
: Create a new blog post about any updates and bug fixes that have
occurred since the release.
November 8th-15th: Get merchandise ready for sale on the official Nightfall website. This
will consist of 70 T-shirts, and 30 cups.
December 8th-December 15th:Run a special promo for Christmas, limiting the promotion
to 100 digital downloads, and including a choice of free cup or T-shirt upon purchase.
December 16th
- 23rd: Utilize Search Engine Optimization and boost our ads on Google to
include a minimum of 4 recurring ads.
January 2nd
-9th: Run 5 new promotional videos on YouTube with a goal of 5,000 views
combined between the videos.
X. Budget
Tactic Specifics Frequency (e.g.
daily, monthly,
quarterly)
Annual
Cost
Aggregator Fees
Steam 1 unit/$100 flat rate per
game
One Time $100
Epic Games No cost to have the game
published.
Lifetime $0
Merchandising
T-shirts 70 units/$7.79 On-Demand $545.30
Mugs 30 units/$4.63 On-Demand $138.90

13. Manufacturing
DLC production 150 units/$1.25 One Time $187.50
Media Advertising
Social Media Marketing 1 unit/$1/day and $5/boost 12 days $72
Website
Create Ad for Social Media
Platforms
$130 As needed $130
Maintenance/Hosting Domain.com website
hosting. $9.99/Annually
Annually $9.99
TOTAL $1183.69

14. XI. Appendices
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