A lecture I gave at Sheffield Hallam University for the BSc (Honours) Games Software Development module Game Software Project Management about Video Game Marketing.

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© Simeon Pashley 2010. All rights reserved
Twitter: @gamelinchpin

2. © Simeon Pashley 2010. All rights reserved
Twitter: @gamelinchpin
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*Why is Marketing important?
*Who do we market to?
*How do we market?
*When do we market?
*Where do we market?

3. © Simeon Pashley 2010. All rights reserved
Twitter: @gamelinchpin
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*Create Awareness
*Create Desire
*Sell more product

4. © Simeon Pashley 2010. All rights reserved
Twitter: @gamelinchpin
Game
Quality
DesireSales
Funding

5. © Simeon Pashley 2010. All rights reserved
Twitter: @gamelinchpin
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*Sales & Marketing
*Developers
*Publisher
*Everyone!

6. © Simeon Pashley 2010. All rights reserved
Twitter: @gamelinchpin
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*Consumers Direct
*Internal
*External
*Sponsors

7. © Simeon Pashley 2010. All rights reserved
Twitter: @gamelinchpin
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*People who buy the game
*Direct communication
*Word of mouth marketing
*Generate pre-orders

8. © Simeon Pashley 2010. All rights reserved
Twitter: @gamelinchpin
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*Sales Teams
*What is the game we’re going to sell?
*How many can we sell?
*Online Support
*Anticipated demand

9. © Simeon Pashley 2010. All rights reserved
Twitter: @gamelinchpin
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*Communicate with Consumers
*Retail
*Why should I stock this?
*Will our audience by it?
*Magazines
*Will our readers find this interesting?
*Will it sell more copies?
*Can we sell more advertising?
*Websites
*Will we get more visitors?

10. © Simeon Pashley 2010. All rights reserved
Twitter: @gamelinchpin
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*Sponsors fund the project
*Co-Marketing
*Deliverables – micro-marketing
*Manage expectations

11. © Simeon Pashley 2010. All rights reserved
Twitter: @gamelinchpin
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*Directly
*Tradeshows (everyone)
*Sales conferences (internal)
*Show case (internal, media)
*Roadshows (public)
*Social Media (everyone)
*Blogs (everyone

12. © Simeon Pashley 2010. All rights reserved
Twitter: @gamelinchpin
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*Indirect
*Gaming Specific – IGN, C&VG
*Broad Spectrum – Metro, Guardian, GQ
*TV campaigns
*Physical Advertising – Buses, Trains

13. © Simeon Pashley 2010. All rights reserved
Twitter: @gamelinchpin
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*Visual Assets – concepts
*Videos
*Playable Demo (not always GOOD!)
*Development assets (mocap shoots, sound recording)
*Written Copy
*Interviews
*Site Visits
*Merchandise - Keep sakes/Gifts
*Bundles

14. © Simeon Pashley 2010. All rights reserved
Twitter: @gamelinchpin
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*Marketing Deliverables
*Timed to coincide with release
*And beyond
*Duration of months
*Sustaining a journey
*Embargos
*Exclusives – duration / features

15. © Simeon Pashley 2010. All rights reserved
Twitter: @gamelinchpin
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*Early
*Lightweight – artwork, ideas
*Mid-term
*Videos
*Play-through
*Late – close to release
*Events, Playable game

16. © Simeon Pashley 2010. All rights reserved
Twitter: @gamelinchpin
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*Post-release
*Keep momentum going
*Catch wave of latent buyers

17. © Simeon Pashley 2010. All rights reserved
Twitter: @gamelinchpin
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Europe
North
America
Middle
East, Africe
(MEA)
UK, FR, DE

18. © Simeon Pashley 2010. All rights reserved
Twitter: @gamelinchpin
Region
Sales Marketing

19. © Simeon Pashley 2010. All rights reserved
Twitter: @gamelinchpin
*
*Why is Marketing important?
*Who do we market to?
*How do we market?
*When do we market?
*Where do we market?

20. © Simeon Pashley 2010. All rights reserved
Twitter: @gamelinchpin
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