Game Release strategy

1. Distribution and Marketing Plan for
A Night to Dismember
Vivasection:
Casey Keller, Luis Pereira, Emily Thomas
EBBS Project & Portfolio V
12/17/2023

2. 2
I. Executive Summary
The Company:
Vivasection is an indie game distributor aiming to usher gaming into a new era of
exhilaration. The leadership team, led by Casey Keller, Luis Pereira, and Em Thomas, brings
a diverse set of talents to deliver the best gaming experiences to their clients.
The Project:
The project, titled "A Night to Dismember," is a first-person shooter, horror, survival video
game developed by Horrible Games. The game promises a heart-pounding experience as
players fight for their lives against hordes of zombies while unraveling the mystery behind
a deadly virus outbreak.
Sales Projections / Return on Investment:
With a $1,300 budget, the projected net sales revenue for the first year is $5,660, resulting
in an estimated Return on Investment (ROI) of approximately 435%. The ROI has a
potential range from 370% to 500%, based on market research and historical sales data of
similar independent games.
Target Market:
The primary target audience for "A Night to Dismember" is males aged 18 to 21, with a
focus on high school and college-level individuals in Orlando, Florida. The psychographic
segment indicates an affinity for horror, suspense, and immersive gaming experiences, with
a strong online presence and engagement in gaming communities.
Strategy:
The distribution and marketing strategy for the first year involve self-distribution through
brick-and-mortar outlets and online platforms like Steam. The emphasis is on creating a
lasting impact on the online community. The secondary phase aims to expand the game's
presence to a wider demographic.
In the second year, the focus shifts to finding a large distributor or publisher, with Epic
Games and Blizzard Entertainment as potential partners. An adapted strategy for virtual
engagement through online platforms, social media, and interactive demos is proposed to
capture the interest of major distributors.

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II. Company Information
Vivasection
Vivasection is an indie game distributor with high hopes of carrying gaming into a new age
of exhilaration.
Leadership Team
Vivasection consists of a team holding a multitude of talents to bring the best to their clients.
Casey Keller oversees the Management for Vivasection based on his widespread set of
experiences with face-to-face sales, inventory management, logistics, and self-employment.
Casey also demonstrated team management, project organization and planning, creative
problem solving, and crisis management while pursuing an entertainment business degree
at Full Sail University.
Vivisections expert marketing delivers our client's results. Luis Pereira oversees the
Marketing for Vivasection based on his practical experience with organization and
communication as well as his achievements in teamwork and team management while
attending Full Sail University’s entertainment business degree.
Vivasection’s internal organization keeps us running competently and expediently. Emily
Thomas oversees the Organization for Vivasection because of her experience teaching,
scheduling, and making lesson plans for Boy Scout camps. Emily also has multiple
achievements in business organization, and team management from her experience in Full
Sail University’s entertainment business degree.
Company Ideals
Vivasection believes in primal relief through visceral “in your face” entertainment above all
else. The kind of adrenalin rush that is both enjoyable and exhilarating is a rare and fleeting
thing in today’s entertainment. Movies can only capture an aspect of it, songs can only
translate a vague concept, but video games have the potential to literally put you in the
middle of it.

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Projects
A Night to Dismember possesses large reserves of potential energy from interactive live
events to movies that draw more heavily on the lore, sequel and prequel games all follow a
successful base game launch. Going point by point, interactive live events can take many
forms in the case of A Night to Dismember. Besides the potential for one of the coolest launch
parties ever, an interactive “simulation” combining haunted house actors with the
excitement of airsoft can easily stand alone as a sort of small-scale theme park attraction.
Movies are a great medium for certain emotions and stories and the vast lore that is merely
set dressing to the average player is perfectly suited for a series of high-octane action movies
that fit the games puzzle pieces together. And finally, more games following the first one to
build on mechanics and take the story to new depths are self-explanatory for their reason
for existence.

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III. Project Information
Creators: Horrible Games:
Cameron Marotto
Chad Kiernan
Joshua Carner
Joshua West
Minyan Wang
Title: A Night to Dismember
Media: Video games
Genre: FPS, Horror, Survival,
Hooks
Examples:
1. Why do we try to survive?- A Night to Dismember
2. Who is the real enemy in the world?- A Night to Dismember
3. You may be able to survive tonight but can you survive tomorrow?- A Night to Dismember
4. No one knows what goes bump in the night – A Night to Dismember
5. A Night you'll never forget- A Night to Dismember
6. Can you remember your life before the outbreak?- A Night To Dismember
7. What started the outbreak…. Or who? – A Night to Dismember
Logline
Fight for your life each night against hordes of zombies while discovering the truth behind
the outbreak in A Night to Dismember.
Premise
In the heart-pounding FPS horror mystery shooter, 'A Night to Dismember,' players are
thrust into a relentless zombie onslaught, armed with only their survival instincts. As they
navigate the chaos, the line between prey and predator blurs, pushing them to unearth the
origins of the deadly virus and unravel the conspiracy behind the outbreak. In a desperate
quest for answers and resources, players must confront a nightmarish fusion of Call of Duty
Zombies and BioShock, ensuring every pulse-pounding moment is a fight for survival and a
step closer to the chilling truth.

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IV. Distribution & Marketing Goals
Beyond the immediate goals of return on investment and awareness building,
Vivasection's vision extends to creating a lasting impact on the online community and
establishing a resilient, beloved brand with "A Night to Dismember." We envision an
interactive video game capable of bringing together players, content creators, and horror
enthusiasts, inspiring them through the gameplay experience and utilizing online platforms
to share ideas, feedback, and stories related to the game. This community will serve as a
forum for collaborative storytelling, fostering a sense of belonging that extends well beyond
the initial interaction with the video game.
In essence, our one-year marketing plan serves as the foundation for these broader
aspirations. We aim to sell our product via the online platform Steam, the one with the most
active users and the friendliest structure for a small company to showcase and distribute
their game to their target audience (Steamworks, n.d.).
Regarding promotion, we will approach our goals using a multi-faceted promotional
strategy, meaning that the promotion will rely more on other tools than just advertising
(Milano, 2021). In our first year, Vivasection will use online platforms like Steam and Reddit
to promote the game. Leveraging the power of Steam, we will craft a compelling store page,
rich with engaging visuals, an enticing game description, and regular updates to keep the
community informed. Following our target market's behavior, which involves consuming a
game and utilizing online forums and websites to discuss elements within the game, strategic
posts on relevant subreddits will introduce the game to passionate gaming communities,
fostering organic discussions and garnering early interest.
Initiating a targeted outreach to key gaming YouTubers, we'll craft personalized
messages emphasizing the unique aspects of "A Night to Dismember" – its immersive
gameplay and mysterious narrative. Encouraging players to share experiences on Steam and
Reddit will generate user-generated content, attracting attention from both the gaming
community and potential YouTuber collaborators. This dual approach maximizes visibility,
generates genuine interest, and contributes to the overall success of the game in the target
audience.

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V. Target Markets
Primary Target Audience
The primary audience for "A Night to Dismember" is a blend of three distinct target
markets within the video game industry, specifically the Horror and First-Person Shooters
(FPS) genres. The video game industry is an easily accessible market due to the multitude of
active users across various platforms on a daily basis. While horror games were traditionally
considered a genre for adults, the landscape shifted with the release of Five Nights at
Freddy’s in 2014, leading to a significant consumption by children alongside older audiences
(Simon, 2022). This change was further accentuated by independent creators gaining
prominence, marketing their horror games through YouTube videos.
Vivisection, based on research data, identifies the primary target market for "A Night
to Dismember" as predominantly males aged 16 to 21 years. Since the analysis focuses on
high school and college-level individuals, annual incomes are not considered as a reference
point. The primary target city is Orlando, Florida, where Vivisection's game development is
based. The individuals in this target market are active internet users, participating in various
forums to gain insights into their preferred game genres and utilizing online platforms like
Steam for game purchases and play.
Transitioning into the psychographics segment of the game's target audience,
potential customers are drawn to horror, suspense, and immersive gaming experiences.
They likely exhibit enthusiasm for horror literature, films, and, of course, games. Titles such
as "Left 4 Dead," "Dead Island," “BioShock”, and the zombie’s mode in various entries of the
"Call of Duty" franchise are products consumed within this niche as well as by general
audiences. Apart from engaging emotionally and immersing themselves within their favorite
survival horror games worlds, the target market also spends time on their computers and
other electronic devices consuming related content on YouTube. This includes watching
their favorite YouTubers play horror games, engaging with intellectual discussions about
horror, and participating in communities to discuss details of their experiences. Leveraging
online channels is crucial for enhancing the visibility of Vivisection's game.
Secondary Target Audience
After the first year of marketing and distributing "A Night to Dismember" to game
users all across the internet, the success achieved within our niche market sets the stage for
an ambitious expansion plan. With a proven concept and a growing fan base, the next step
involves reaching a broader audience, both geographically and demographically. Our
secondary target involves expanding the game's online presence. First, it will be developed
a new downloadable content (DLC) and/or update for the game called “A Night to
Dismember: New Ones Awaken”. This new content will be more focused on a deeper story
with more game lore, different enemies, and new game mechanics.

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In the secondary phase, we open our doors to a wider age range spectrum,
acknowledging the appeal of "A Night to Dismember" to a diverse audience. Expanding the
age range to include individuals from 22 to 25 allows us to capture a broader spectrum of
players, catering to both seasoned horror enthusiasts and gamers seeking thrilling and
mysterious experiences. In addition to horror enthusiasts, we tap into the interests of
gamers who appreciate narrative-driven experiences, psychological challenges, and
theories. The same individuals will later use their online connection to search more about
the lore, discuss theories on forums and, of course, consume YouTubers consuming the same
content. With a wider audience, “A Night to Dismember” online presence becomes more
dynamic, encompassing a variety of platforms, including gaming forums, general
entertainment spaces, and platforms popular among the expanded demographic.
By strategically expanding beyond the initial niche, "A Night to Dismember" aims to
captivate a wider audience, leveraging the success of the first year to justify further
investment and ensure sustained profitability.

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VI. Distribution - Year One:
Self-Distribution Plan
Brick and Mortar Outlets
With the target market and type of game, A Night to Dismember is in mind, the best retail
options are brick and mortar independent gaming stores, in vain of Game Stop. Game Stop
itself would be a great option if it wasn’t for the fact that a nationwide business such as Game
Stop doesn’t often work with indie developers nor do indie developers have the budget
necessary to keep up with Game Stop’s demand. Instead, A Night to Dismembers brick and
mortar approach focuses on independent competition. JD Empire Electronics, Gamers inc,
and Royal Empire Gaming are all options local to Orlando. Obtaining a small amount of shelf
space in each of these stores through individual deals with the specific retailers allows A
Night to Dismember to grow slowly and in a semi-controlled environment with more
support than what we could expect in chain options. The shelf space obtained would be used
to sell physical boxes which contain download codes which can be redeemed on A Night to
Dismembers website. These download codes will give gamers the option to download a copy
of the game that they retain access to so long as they have the device it was downloaded too
or the original code they bought to redeem on the website.
Aggregator
Steam is by far the most well-known aggregator and while steams competition, mainly itch,
offer support which steam doesn’t, none of steams competition can match its availability and
nearly universally adopted storefront. With that being said, Steam might sound like it doesn’t
offer support, but that assumption would be false. Thanks to steams community function, its
social media like friend features and its video game modding support, steam offers many
kinds of support which will help foster an online community surrounding ANTD.
Project Website
A Night to Dismember can obtain and hold on to the domain anighttodismember.net on a
yearly basis. The website can be designed and customized for free so long as that yearly fee
is paid. Clicking a link and following it to A Night to Dismembers hypothetical idealized home
page will land you on a dark backdrop lit up by torchlight coming from mausoleums and
buildings in various states of disrepair scattered across a dark field. There’re zombies
emoting and moving their limbs occasionally sprinkled between the structures and on the
side of one of the structures close to the point of view are the words “A NIGHT TO
DISMEMBER” scrawled in blood. Scrolling down from that scene shows a few clickable
options decorated to look like billboards or murals posted up on the outer walls of run-down
buildings. These clickable options consist of options such as “download now” which brings
users to a store page with information like pricing, payment, system requirements, ratings,
and reviews. Another clickable graphic called “game information” will bring users to a more
detailed look into the information glossed over on the storefront that also includes a
forum/community section for people to discuss the game and interact with fellow fans. The

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final section, “about us”, brings users to a series of developer bios, behind the scenes content,
and a narrative story encompassing the company’s formation and their development history.
At the bottom of the screen when you scroll down every section is a series of hyperlinks to
social media pages, an FAQ section, and an option to file a direct complaint form which the
developers will read and respond to personally.
Customer Relationship Management Systems
Customer metrics will be measured with the following structure:
Retail sales- per parameters established by initial contracts which allow A Night to
Dismember to be sold at local independent gaming stores, the stores will report when and
how many copies are sold for restocking purposes. While not strictly outlined in contract, A
Night to Dismember hopes to have a friendly business relationship with independent game
stores which means that “boots on the ground” information from independent game store
owners will be extensively considered.
Steam sales- steam provides a back end of user metrics for vendors which will be considered.
Steams community function will also serve as an aggregator of a diverse opinions given by
customers all around the world.
Direct to consumer- A Night to Dismembers website will have a back end for analytics that
will be considered. The website will also contain reviews, bug patches, and a plethora of
more information which will be accessible to potential customers before they purchase A
Night to Dismember.
Video game players tend to be more aware and distasteful of surveillance which is why the
option to track user data while users are playing the game will not be utilized. Thanks to the
community section offered by steam and A Night to Dismembers forum fans have multiple
ways to voice their praises, criticisms, questions, theories and to interact with each other and
occasionally the developers.

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VII. Distribution - Year Two:
Finding a Large Distributor or Publisher
In the second year of our project, targeting potential distributors for 'A Night to
Dismember,' we conducted thorough research to identify companies aligned with our game's
unique features. After careful consideration, we have honed in on Epic Games and Blizzard
Entertainment as promising partners due to their track record in supporting innovative and
immersive gaming experiences. Understanding that major gaming events like PAX West, E3,
Comic-Con, and BlizzCon serve as crucial platforms to engage with industry leaders, we
recognize the challenges posed by geographical constraints and budget limitations for
physically attending these events. To overcome these challenges, we will employ a strategic
online approach. Leveraging social media channels such as Twitter and LinkedIn, we will
actively engage with Epic Games and Blizzard Entertainment, participating in the virtual
conversations surrounding these major gaming events. With no substantial direct
connection between Vivasection and these large distributors established at this time, our
marketing team will be working night and day on viral social media adds and participating
in the online discussions surrounding gaming.
By sharing updates, teasers, and relevant content about 'A Night to Dismember,' we aim to
generate interest and showcase the game's distinct qualities. While our budget restricts
physical presence at conventions, we acknowledge the importance of a robust online
footprint. We plan to participate in virtual showcases or online events associated with these
conventions, which may include live-streamed gameplay sessions, virtual panels, or a
dedicated online space for potential distributors. Recognizing the interactive nature of video
games, we prioritize developing a compelling playable game demo that will serve as a
powerful tool during virtual meetings. This demo will allow representatives from Epic
Games and Blizzard Entertainment to experience the game firsthand, emphasizing its unique
gameplay mechanics and immersive graphics. Moreover, we understand the significance of
direct communication. We will actively seek opportunities to connect with representatives
from both companies, whether through professional networks or online industry forums,
Building relationships and fostering open communication channels will be key to securing
an opportunity for a formal pitch meeting and one way we could do this is by bringing very
visible in the gaming community and trying to get the attention of the lower position or
positions that interact with social media and use these channels as our way to get our foot in
the door at any given company. and establishing a partnership with these major distributors.
In summary, despite physical constraints, our adapted strategy in the virtual landscape
through online platforms, social media, and interactive demos aims to effectively capture the
interest of Epic Games and Blizzard Entertainment in the second year of our project.

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VIII. Sales Projections
Price and Sales Projections (based on $1300 budget)
Price
Projected
Units
Projected Net
Revenue
Retail
Digital Media (Early Access) $14.99 100 $1,499
True Ownership (Pre-Order Downloads) $24.99 50 $1,249
Officially Released Downloadable Content
(Developer’s website) $9.99 65 $649
Wholesale/Dealer Price
Digital media (Steam)** $8.99 80 $719
Physical Media (Independent game &
electronics stores) * $12.5 30 $375
Downloadable Content (Steam)** $5.99 45 $269
A Night to Dismember Deluxe Version
(Steam)** $15 60 $900
Projected Total Net Sales Revenue $5,660
** 60/40 split with retailer
* 50/50 split with retailer
Return on Investment (ROI)
Based on the Sales Projection above, and the graph presented in the appendix (appx. A), the
projected Return on Investment (ROI) is approximately 435% with a $4,360 profit by the
close of the investment year biased on our established pricing information.
Estimating a low-end projection, the ROI could decrease as far as 370% based on a profit of
$3,511. As for a higher-end estimation, the profits would be $5,209, with an ROI of
approximately 500%.
The aforementioned range was based on a plus of 15% and a minus of 15% based on
thorough research on different video games developed by independent companies. The
research evaluated and analyzed the performance of historical sales data of similar
independent games to gauge potential market demand, as well as examined the efficiency
and reach of the distribution channels (Chang, 2023).

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IX. Marketing
Marketing Tools
 Website (ARG) (Pre-Release)
 Social Media (twitch)(Pre-Release)
 Teaser Trailer (Pre-Release)
 Exclusive Demos (Pre-Release)
 Pre-Order Incentives (Pre-Release)
 Flyers (Release)
 Poster on physical store (Release)
 Personal Appearance for Q&A (Release)
 Interview Material (Release)
 Behind the Scenes Videos (Release)
 Livestream (Release)
 Website (Post-Release)
 Social Media (Post-Release)
 Google AdSense/SEO (Post-Release)
 Influencer Marketing (Post-Release)
 Trailers (Post-Release)
 Personal Appearance for AMA session (Post Release)
Promotion:
Pre-Release (January through October)
Strategy
For our pre-release strategy, we want to focus on creating hype and mystery around the game. We
are presumably starting out with no followers, so our pre-release content will have to focus on
bringing people in and getting them interested with just this content by sharing parts of the story
and providing pre-release gameplay incentives.
Tactics
1. (January 5th – 12th) – Social Media/ Influencer Promotion: (repeat weakly)
At this point in time social media marketing for any new media is a must. According to
Search Engine Journal, the reason for that is because there are 4.8 billion social media users
worldwide, representing 59.9% of the global population. For “A Night to Dismember” there is
a very small budget, so the use of paid advertising must be minimal and smart given the pricing
table of engines such as Google Ads. The site Twitch could be the main social media platform
to focus on advertisements because the website is already gaming focused. In addition, instead
of buying ad space on the platform, “A Night to Dismember” could partner with small
streamers for a short ad during the stream and lead them to the website.

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2. (January 5th – 12th) – Website ARG Activation: (repeat weakly)
The approach for the website is somewhat unconventional because it would be part of an
Alternative reality game, ARG for short, that would eventually lead to the game’s first teaser
trailer. For a brief summary, a ARG is an alternate reality game, known as a type of multimedia
game for multiple players that takes place in real-time and evolves according to decisions taken
by the players (The medium). This would involve puzzles that would relate to the game and
story they would hopefully get people immersed in the world and get more people interested
in the game by word of mouth. This also is not the first time an ARG has surrounded a game.
ARG was popularized through the marketing campaign of video game “Halo 2” and more
recently there has been some efforts to market the game “Poppy Playtime”, which is also an
indie horror project, through an alternative reality platform.
3. (May 3rd) – Release Teaser Trailer Available To Completed ARG’s:
Teaser trailers are employed for nearly every form of media due to their ability to establish
an emotional connection. This point is aptly illustrated by a quote from Take Off Creative:
"You need to hook them in the first place by evoking emotions!” A trailer for a game that has
taken your heart hostage will be remembered much longer (examples like “Firewatch”, “Gris”,
and “The Last of Us 2” trailers come to mind here). The example of “Firewatch” is particularly
noteworthy, as it was a standalone game that successfully attracted new audiences—a
challenge that “A Night to Dismember” will also need to address.
4. (May 31st – June 2nd) – Exclusive Demo Weekends: (repeat for 6 weekends)
Demos are helpful for gaining an audience for your game as it allows them to experience
the mechanics, environment and lore during a short playthrough. Since the popularization of
platforms such as Steam, YouTube and Reddit, demos were put in the showcase shelf as it
gave streamers and content creators material to use when promoting their content as well as
promoting the game. A demo is a quick way to get streamers, as well as their audiences,
interested in your game before it's officially released (GMC). There is also an actual example
of this from a game called “Hello Neighbor” from 2016. The first alpha was released and made
a big impact on the YouTube gaming community with big names on the platform like
Markiplier and Jacksepticeye playing it and getting 7.8 million views and 10 million views
respectively. Consequently, audiences purchased the game for many reasons, among them
there were those who wanted to feel what their favorite YouTuber felt when playing, others
wanted to understand the lore, etc. In summary, releasing demos can bring a lot of attention to
your game before it is even officially released.
5. (August 2nd – 9th) – Pre-Order Incentive Promotion: (repeat for 12 weeks)
Pre-order incentives for games are important for games that do not already have a built-in
player base because Pre-order bonuses are incentives that entice consumers into spending
money on games before they’re release. In addition, they can also help create a sense of
urgency in consumers that may not have otherwise existed (BlockFort). For A Night to
Dismember the pre order incentives would remain digital like a different skin for the main
character or a special weapon because there are no physical releases of the game but having
that extra push to buy the game early would attract players, especially with all of the other pre
resale strategies. This information will be made available to the public through social media
campaigns.

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Release (October)
Strategy
The release strategy for "A Night To Dismember" aims to generate anticipation and engagement
among the target audience. Building up suspense and curiosity around the game's storyline and
unique features will be a key focus. Simultaneously, a strategic use of marketing platforms, such
as digital storefronts and gaming communities, will be employed to ensure broad visibility on the
day of release.
Tactics
1. (October 1st
) – Countdown Campaign:
Using marketing tools such as flyers and posters on physical independent game stores such
as Royal Empire Gaming, “A Night to Dismember” will be showcased to their target audience
not only online, but also physically, probably leading them to pre-order the physical version
of the game as well as pursuing more about the game online later. Additionally, a running clock
will be added to the section of the website previously designated to the ARG and teaser trailer
(both the ARG and teaser will still be available for viewing, the clock is only an addition to
what already exists)
2. (October 10th
) – Behind-The-Scenes Videos:
Launch a series of Behind-The-Scenes videos on Horrible Games team developing “A
Night to Dismember”. Each video will showcase a different aspect of the game development
process, including concept art, level design, demo, and others. The videos will be published on
the official website in the “about us” section as well as other social media platforms.
3. (October 23rd
) – Interview Material:
Upload new sections under the “about us” section of the website displaying content made
from interviews given by the development team. Each member of the development team will
get multiple personalized videos which will be displayed alongside a plethora of other
interesting content relating to the games development and the team behind it.
4. (October 30th
) – Midnight Launch:
Private launch party in honor of the development team to kick off the midnight release of
“A Night to Dismember”. The party can be held at a small to medium size recreation center
downtown Orlando, FL, holding around 50 people. The guest list will include the development
team, a small number of friends and family, and any relevant sponsors of the game’s
development.
5. (October 31st
) – Post Launch Livestream and Developer Q&A:
After the worldwide release of the game on both physical stores as well as online via
platforms such as Steam, the team behind “A Night to Dismember” will host a post-launch
livestream discussing the game, answering questions, and providing insights into what is to
come. This way they are able to engage with the community and build a positive relationship
with their consumers.
Post-Release (November through December)
Strategy

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In the post-release phase of the distribution, our strategic focus will be on leveraging a
comprehensive marketing approach to enhance brand awareness and sustain relevance in the
gaming market. Through partnerships with influencers, ads, and social media campaigns, we aim
to engage our audience across various online platforms, such as Reddit and YouTube, creating
buzz and fostering a sense of community and anticipation around the downloadable content.
Tactics
1. (November 3rd
- November 10th
) - Social Media Blitz:
Execute a targeted social media campaign across platforms like Twitter, Instagram, and
Facebook. A teaser of upcoming downloadable content will be released, alongside some
behind-the-scenes footage, and interactive posts to encourage user engagement. The social
media blitz will also be enhanced by using gaming-related hashtags.
2. (November 12th
- November 19th
) - Influencer Collaborations:
Engage with prominent gaming influencers on platforms like Twitch and YouTube to
showcase "A Night to Dismember" gameplay as well the downloadable content through
live streams and dedicated gameplay videos. These influencers will provide authentic
reviews and gameplay experiences, reaching a wide audience and building brand
awareness for the video game.
3. (November 20th
– November 27th
) - Reddit AMA (Ask Me Anything):
Gather the developers from Horrorble Games behind the game and host an Ask Me
Anything session, also known as an AMA session, on relevant subreddits, allowing the
audience within the community to interact directly with the development team. During the
session, fans will address queries, and share insights, and the opportunity will be used to
generate excitement and discussions around "A Night to Dismember.", preparing them for
what is to come next. Developers will be taking time to interact with the AMA for at least
1 week in order to let news of the event spread so anyone with a question may be given a
chance to ask it.
4. (November 27th
- December 4th
) – Targeted Advertisement Campaign: (repeat
for 6 weeks)
Begin a targeted paid advertising campaign on various platforms such as Google Ads to
reach potential customers who may not be part of the existing core community. Optimize
ad content for similar demographics to the game’s target market and regions to ensure
maximum visibility and conversions.
5. (December 4th
– December 10th
) - Community Contest and Giveaways:
Utilize discussion boards on Steam, Reddit, and YouTube and organize online contests and
giveaways. This promotion tactic will encourage players to share their experiences, fan art,
or creative content related to "A Night to Dismember" on social media, similar to what
happened with the intellectual property “Five Nights at Freddy’s (Steam Community, n.d.).
Offer exclusive in-game items, and merchandise, as well as early access to upcoming
content as incentives, further fueling enthusiasm within the player base.

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X. Budget
Tactic Specifics Frequency Annual
Cost
Aggregator Fees Publishing the game to
Steam with the indie
developer discount
Once $95
Flyers 150 units/$0.10 As required $15
Manufacturing
Physical Edition 50 units/$8.50 As required $425
Gifts/Prizes/ Ad Specialties Community Contest and
Giveaway
Once $60
Media Advertising
Online Retailer Advertise the game during
the Halloween month on
Steam
Once $200
Social Media Advertise in channels such as
Twitch, Instagram and
TikTok
Monthly (Pre-
Release)
Weekly (Release
Month)
$220
Google Ads Advertise using Google’s
Search Optimization Tools
Monthly $120
Website
Development/Programming Developing the ARG interface Once $115
Maintenance/Hosting A Night To Dismember
website hosting. $2.5/month
Monthly $30
Release Party
Setup Setup to the Q&A livestream Once $20
TOTAL $1300

18. 18
XI. References
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20. 20
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21. 3/3/24 21
XII. Appendices
Appx. A) Clement, J. (2023, October 9). Steam average video game price 2023. Statista.
https://www.statista.com/statistics/1416821/average-pc-video-game-price-steam/