This document provides an overview of a marketing and monetization class being taught at the Los Angeles Film School. The class will cover topics such as marketing fundamentals, game publishing, funding, social media, advertising, sales and distribution, and monetization strategies. Students will complete labs, assignments, and tests over the course of the semester. The instructor emphasizes professionalism, meeting deadlines, and treating your education like a job in order to succeed in the game industry.
Successful free to play games are a brew of persuasion techniques designed to achieve fast engagement. Here’s a short list and lots of examples of the most notorious persuasive methods and psychological tactics that are used in games you play and love.
Best Fiends Design and Monetization AuditTony Gowland
An audit on the design & monetisation methods used in the mobile free to play (f2p) game Best Fiends.
Seriously is a company formed from a bit of a mobile gaming dream team. A couple of months ago when Best Fiends, their first game, had just released I predicted that although it's very polished & fun to play, it would not break in to the top 100 grossing. So I thought I should probably go back and check to see if my fortune telling skills need work or not.
Was I right? Find out!
Did you enjoy this audit? Find my design & monetization audit on Rovio's racing game Angry Birds Go! in the "More From User" links on the right of the browser window or here
http://slideshare.net/FreakyZoid/angry-birdsgo
Would you like your game to benefit from an audit by an experienced designer? Whether it's already on the marketplace, in or approaching soft launch, or even just an initial concept, every title can be improved with a fresh pair of eyes.
I can work to whatever level your game is ready for, from high level product scoping, to deep diving the numbers on a specific feature.
Email tony@ant-workshop.com
Yet Another Magic Bullet: A Tool for Assessing and Evaluating Learning Potent...Katrin Becker
This set describes a simple, yet effective model that can be used to help in the design of games for educational purposes, as well as in evaluating existing games for their learning potential. Further, this model can help educators formulate strategies for using an existing game within a learning context. The model will be presented along with examples of assessments produced using it.
Successful free to play games are a brew of persuasion techniques designed to achieve fast engagement. Here’s a short list and lots of examples of the most notorious persuasive methods and psychological tactics that are used in games you play and love.
Best Fiends Design and Monetization AuditTony Gowland
An audit on the design & monetisation methods used in the mobile free to play (f2p) game Best Fiends.
Seriously is a company formed from a bit of a mobile gaming dream team. A couple of months ago when Best Fiends, their first game, had just released I predicted that although it's very polished & fun to play, it would not break in to the top 100 grossing. So I thought I should probably go back and check to see if my fortune telling skills need work or not.
Was I right? Find out!
Did you enjoy this audit? Find my design & monetization audit on Rovio's racing game Angry Birds Go! in the "More From User" links on the right of the browser window or here
http://slideshare.net/FreakyZoid/angry-birdsgo
Would you like your game to benefit from an audit by an experienced designer? Whether it's already on the marketplace, in or approaching soft launch, or even just an initial concept, every title can be improved with a fresh pair of eyes.
I can work to whatever level your game is ready for, from high level product scoping, to deep diving the numbers on a specific feature.
Email tony@ant-workshop.com
Yet Another Magic Bullet: A Tool for Assessing and Evaluating Learning Potent...Katrin Becker
This set describes a simple, yet effective model that can be used to help in the design of games for educational purposes, as well as in evaluating existing games for their learning potential. Further, this model can help educators formulate strategies for using an existing game within a learning context. The model will be presented along with examples of assessments produced using it.
In my experience, more game projects get off track from a lack of creative clarity than from any other cause. This is a set of exercises that I use on my customers' projects to help them clarify and maintain focus on their most critical creative elements.
A Primer On Play: How to use Games for Learning and ResultsSharon Boller
Discover the power games have to produce learning and business results. View the latest research and case studies on game-based learning and gamification. See a demo of Knowledge Guru, a game engine your team can use to quickly build your own games.
Tutorial and workshop from the Games for Health 2014 conference. Covers common problems, failings of gamification, elements of player experience, paper prototyping, and essential concepts in game design.
Most companies agree that people are their most important asset. In properly developing those human assets, companies seek long-term success through increased productivity, improved longevity, and other benefits. Then why are so many companies not realizing the best return from their training investment? The answer: poor retention of training materials.
During this session, You will learn how complementing your training materials with games will boost employee engagement and yield significantly increased retention. Games deliver lots of actionable data to measure effectiveness, both individually and through group learning, showing gaps and areas to optimize for a continuous cycle of improvement.
Lessons from the Trenches of Learning Game DesignSharon Boller
Interest in learning games and gamificaton of learning is high. But how do you do a good job of designing great learning games? This session walks you through six "lessons" learned from designing digital learning games.
Play to Learn: Learning Games and Gamification that Get ResultsHRDQ-U
Are you a trainer or eLearning designer who wants to use games to engage your learners? While learning games and gamification have the potential to motivate and excite, your efforts can fall flat if not designed properly. To be successful, you need a solid strategy that carefully connects business goals to learning objectives and game mechanics.
This talk shares insights identifying common qualities of games that may promote teen thriving with positive psychology practices. iThrive utilized a two-tiered approach to find these qualities and create a road map for developers to design for positive psychology practices. Experts at a series of think tanks, lead by McDonald, deconstructed the positive psychology concepts into guidelines for positive psychology constructs, both in terms of what systems and features might help and harm the promotion of these practices in players. A semester’s long study with design students, lead by Rusch, revealed that games with the strongest positive psychology components were those that had the most emotional impact, and few game features. Insights from both investigations will be shared, including exemplar games that align with a set of positive psychology practices; the common qualities those games share; and design tips for creating products that can support teen thriving.
Positive psychology practices promote positive youth development, but how can these practices be embedded in games? Drawing from insights collected from industry experts and game design students engaged in a semester-long study, we constructed a road map of the qualities of games that might lead to positive psychology habits.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
Biological screening of herbal drugs: Introduction and Need for
Phyto-Pharmacological Screening, New Strategies for evaluating
Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
Antifertility, Toxicity studies as per OECD guidelines
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
2. Who Am I?
David Mullich
dmullich@lafilm.edu
@David_Mullich
www.electricsheep.biz
LAFS Game Program
Lead Faculty
Former Producer at
Disney, Activision, 3DO
and the Spinmaster toy
company
6. What This Class Is Really About
Marketing: The action or
business of promoting and
selling products or
services, including market
research and advertising.
Monetization: The process
of converting something
into money.
9. Class Topics
1. Marketing Fundamentals and Branding
2. Game Publishing
3. Game Funding
4. Social Media
5. Marketing Materials
6. Advertising and Publicity
7. Sales and Distribution
8. Monetization and Metrics
9. Community Development and Management
10. Marketing Plans
10. Class Grading
20%: 10 Labs
30%: 10 Assignments
30%: 3 Tests
10%: Professionalism
10%: Attendance
2% Extra Credit for attending Game Fair
15. Study
Review the online
Lecture Notes
Think
Understand
Reflect and Connect
16. Tests
Study for your tests! Refer to the
slides.
If you see on a slide, it will
probably be on the test.
If you don’t know the answer to a test
question, guess!
There are no points deducted for wrong
answers on multiple-choice questions
I will award some points for clever or
knowledgeable answers on short-answer
questions, even if they weren’t the answer
I was looking for.
17. Labs
Game development is a team sport. Each of
your labs is a group assignment in which
everyone must participate.
19. Word Counts
Word counts are there for a reason.
Use them wisely and avoid:
Padding
Going off topic
Repeating yourself
Padding by stating the obvious in a way that
takes quite a lot of words but really isn’t
saying anything new
Repeating yourself but in a different way
Padding, wadding, lining, extemporising,
extraneous content or going on any other
kind of Synonym Safari TM
20. Creativity Within Constraints
If you can’t be bothered to:
be creative
strive for originality even within
established norms or constraints
look beyond your initial idea
actually enjoy and actively want to
do the above
Then get used to the phrase
“Would you like fries with that?”
21. Deliver Work On Time
Develop a habit of delivering work
on time.
In the game industry, when work is
late, people don’t get paid.
Pssst....Sometimes developers make false
internal deadlines to avoid calamity such
as missed milestone payments. Maybe you
could do the same if graduation is at
stake?
22. School Is Your Job
Yes, these are important:
Part-time work
Family
Friends
Fun
But don’t neglect your school work!
26. Written Communication
Informal Communication
Its cool to werk in gamez.u get too do anything u
want & stuff
Formal Communication
It’s cool to work in games. You get to do anything
you want and stuff.
27. Written Communication
Capitalize the beginning of sentences,
names, game titles, and the word “I”
Use proper spelling and punctuation
Put a space between punctuation mark
ending a sentence and the start of the
next sentence
Don’t use “u” for “you”, or “&” for “and”
Don’t confuse “its” and “it’s”
29. First Rule of Success: Show Up
DON’T BE TARDY
But if you know you will be
late, EMAIL ME!
DON’T BE ABSENT
But if you know you will be
gone, EMAIL ME!
30. “All I want to do is just pass this
class”
Classes are not kidney
stones.
If you think about them
in these terms, maybe
you’re on the wrong
career path?
34. What Is This Game?
“A puzzle game where several different types of colored
blocks continuously fall from above and you must arrange
them to make horizontal rows of blocks. Completing any
row causes those blocks to move downwards. The blocks
above gradually fall faster and the game is over when the
screen fills up and blocks can no longer fall from the top.”
35. A Shorter Description
“Race against the
clock to match and
arrange vertically
falling colored blocks
before they stack too
high and fill the
screen!”
37. Describe by Core Game Mechanic
Game Action Purpose
Tetris Rotate pieces to remove lines
Candy Crush Match 3 pieces to destroy them
Chess Position pieces to capture opponent’s pieces
Super Smash Bros Attack to knock opponent back
Doom Run and shoot to kill enemies
World of Warcraft Kill to earn experience
45. Warning!
It is dangerous to enter a
market where gamers are
monogamous with their
game of choice!
It's far safer to woo those
gamers who love numerous
games.
49. Unique Selling Proposition
Battlefield
Huge open environments
Large scale battles
Vehicular combat
Modern Warfare
Player customization and unique
loadouts
Leveling up and unlocking new gear
52. Elevator Pitch Structure for Games
Game Title is a game genre
set in theme for target
player. It features core
game mechanics that bring
play value. Unlike
competition, this game
unique differentiation.
Game Title
Game Genre
Theme
Target Player
Core Game Mechanics
Play Value
Competition
Unique Differentiation
53. Example Pitch
Somehow it always falls to
Mustachio to rally his friends for
their many adventures. Run and
jump through a side-
scrolling world made of and
inhabited by blocks. With
mustaches. A world full of action,
puzzles and arbitrary danger that
Mustachio faces boldly with his
mustache-fueled power to
make block duplicates of himself.
What? Cloning AND mustaches?!
You betcha!
Game Title
Game Genre
Theme
Target Player
Core Game Mechanics
Play Value
Competition
Unique Differentiation
54. Positioning Statement
Positioning: How your product compares to or
differs from other products in your target
market: it’s “position” on the landscape and in
the consumer’s mind.
Positioning Statement: A concise, specific
wording used to describe a product’s
positioning.
55. Positioning Statement Template
For [Target Market], [Brand] is [Point of
Differentiation] among all [Frame of
Reference] because [Reason to Believe].
Tetris is an exciting Russian-themed tile-
matching game for puzzle game players
combining fast action and strategic thinking
with a colorful, Russian aesthetic.
56. Tips For A Good Positioning
Statement
Simple but memorable
Clearly differentiates from competitors
Credible
Ownable
Defines marketing decisions
Allows growth
57. Tagline
Taglines are punchy, compelling one-liners
that capture interest and help with selling a
game.
“From Russia With Fun”
61. Hooks
Having a “good game” is not enough!
It needs some type of hook!
A hook is a compelling
feature or offer that the
Potential customer cannot
Say “no” to.
62. Reality Check
People don’t like “revolutionary”!
They say they do, but not
Really.
People want security.
64. Tie It To Something People Know
“It’s like Risk, but in first-person POV!”
“It’s like basketball, but with spaceships!”
OR
Market your game to early adopters.
65. Practice Round
Break into groups to determine your game’s
product positioning.
List the top 5 features of your game in
descending order
Identify which of these features are important,
pre-emptive and distinctive
Compare this feature list with your number one
competitive game
Identify your game’s unique features over your
competitors
67. The Four “P’s”
Marketers refer to the following of comprising
the Marketing Mix of a campaign:
Product
Price
Promotion
Place
Let’s take a closer look at each!
68. Product
What is the essence of the idea?
What makes it unique and compelling?
Who is the audience?
How big is that audience?
How do we make it?
What will it cost to make?
69. Price
How much will your game sell for?
Is it an impulse purchase?
Is it a premium-priced purchase?
70. Promotion
The key vehicles, tactics, and programs used
to promote your game.
Advertising
Public Relations
Social Media
Word-of-mouth
74. A Philosophical Definition
Branding is the unique identity, personality,
and characteristics identifying loyal
customers.
It is the “who”, “what”, and most importantly
“why” of you and your product
78. A Practical Definition
Branding includes all the physical and administrative
components of your company and game.
Company and game name
Company and game logos
Messaging, slogans, taglines
Advertising
Website
Trademarks
Social Media
Marketing strategy and tactics
79. No Brand Is Built Overnight!
Brand Building requires:
Repetitive Exposure
Coordinated approach across multiple
channels
Time
Patience
80. The Brand Development Process
The Facts
Answer Essential Questions
Create Your Brand “Personality”
Competitive Landscape
Target Audience
Differentiators
Your Brand/Mission/Product Statement
The Core Pitch
Let’s take a closer look at each!
81. The Facts
The founders and their roles
Where you’re located
Your background and expertise
82. Answers To These Essential
Questions
WHY are you?
What makes you special?
Why will people like you?
84. Competitive Landscape
Who are the current leaders in your field?
Why do you believe they have been so
successful?
What games out there are closest to
yours?
85. Target Audience
Your customers are the heart and soul of your
company. So:
Who do you want as your customers?
Be more specific than “anyone who likes
games”.
87. Your Brand/Mission/Product
Statement
A statement, primarily for internal use only, that
will become the driving force of your company.
“[My company] is committed to creating the most
challenging and engaging RPGs today. Our
expertise and dedication will ensure the highest
quality, and our sense of humor in our company
and games will remind us that we’re all in this for
fun – and if we’re having fun, our players will
have fun.”
88. The Core Pitch
Once you’ve determined all of the above, the
result will be The Core Pitch (also known as
your “brand bible.”)
Once implemented, your core pitch will be the
inspirational and practical source for all logos,
ad copy, tag lines, blogs, press releases,
human resources, and presentations for
funding.
91. Assets For Establishing Your Brand
Minimum
Company Logo
Game Logo
Screenshots
Additional
Website
Facebook Page
Twitter
Core Pitch Presentation
92. How Do You Protect Your Brand Identity
From Being Stolen?
93. Copyright
The exclusive legal right, given to an
originator or an assignee to print, publish,
perform, film, or record literary, artistic, or
musical material, and to authorize others to
do the same.
Copyright infringement is the use of works
protected by copyright law without
permission, infringing certain exclusive
rights granted to the copyright holder, such
as the right to reproduce, distribute, display
or perform the protected work, or to make
derivative works.
94. Trademark
A symbol, word, or words legally
registered or established by use as
representing a company or product.
Trademark infringement is the
unauthorized use of a trademark or
service mark on competing or related
goods and services. The success of a
lawsuit to stop the infringement turns on
whether the defendant's use causes a
likelihood of confusion in the average
consumer.
95. Patent
A government authority or license
conferring a right or title for a set period,
especially the sole right to exclude
others from making, using, or selling an
invention.
Patent infringement is the act of
making, using, selling, or offering to sell
a patented invention, or importing into
the United States a product covered by
a claim of a patent without the
permission of the patent owner.
96. Trade Secret
Information that derives
independent economic value,
actual or potential, from not being
generally known to or readily
ascertainable through appropriate
means by other persons who
might obtain economic value from
its disclosure or use; and is the
subject of efforts that are
reasonable under the
circumstances to maintain its
secrecy.
98. Different Forms of Intellectual
Property
Copyright Trade Secret Trademark Patents
Music Customer Mailing Lists Company Name Inventive Gameplay
Story Publisher Contacts Company Logo Inventive Game Design
Characters Middleware contacts Game Title Tech Innovations
Art In-House Development Costs Game Sub-Title Hardware Innovations
Box Design In-House Development Tools Identifiable "catch phrases"
Source Code Deal Terms
99. Different Forms of Intellectual
Property
IP in the Game Industry Patents Trademark Trade Secret Copyright
Length 20 years Immortal Immortal 95/120 Years
Cost High Medium Medium Low
Ease of Obtaining Tough Medium Medium Easy
Use Rare Often Often Often
Registration? Yes Recommended No Recommended
Coverage Medium Narrow Large Large
3 keys of being a successful entrepreneur:
Devotion: Devotion is a word usually reserved for spirituality or an athlete’s dedication. You need to be disciplined about what you do, devoted to the cause of making your career succeed.
Persistence: Being persistent is a habit that will allow you to be one of the rare people not to rely on luck, but to create their own luck. Luck is opportunity X preparation.
Reinvention: Re-invention results in new habits. Habits are learned behaviors that become the way you do things. Maintaining GOOD habits forces you to constantly try to adapt, change, watch for opportunity, watch your competition, and maybe most of all, watch yourself getting settled into doing things the same way just because you are comfortable doing that. Get used to getting OUTSIDE of your zone of comfort.
3 keys of being a successful entrepreneur:
Devotion: Devotion is a word usually reserved for spirituality or an athlete’s dedication. You need to be disciplined about what you do, devoted to the cause of making your career succeed.
Persistence: Being persistent is a habit that will allow you to be one of the rare people not to rely on luck, but to create their own luck. Luck is opportunity X preparation.
Reinvention: Re-invention results in new habits. Habits are learned behaviors that become the way you do things. Maintaining GOOD habits forces you to constantly try to adapt, change, watch for opportunity, watch your competition, and maybe most of all, watch yourself getting settled into doing things the same way just because you are comfortable doing that. Get used to getting OUTSIDE of your zone of comfort.
Entrepreneurs are doers, not dreamers
Think: Thinking allows beings to make sense of or model the world in different ways, and to represent or interpret it in ways that are significant to them, or which accord with their needs, attachments, objectives, plans, commitments, ends and desires.
Understand: Understanding implies abilities and dispositions with respect to an object of knowledge sufficient to support intelligent behavior.
Reflect and Connect: Arguably, the most important aspects of education is to provide students with knowledge that they can transfer in meaningful ways to other aspects of their present or future lives. For example, we do not teach history simply so students can pass a quiz, but so that they can reason better about the world around them.
Think: Thinking allows beings to make sense of or model the world in different ways, and to represent or interpret it in ways that are significant to them, or which accord with their needs, attachments, objectives, plans, commitments, ends and desires.
Understand: Understanding implies abilities and dispositions with respect to an object of knowledge sufficient to support intelligent behavior.
Reflect and Connect: Arguably, the most important aspects of education is to provide students with knowledge that they can transfer in meaningful ways to other aspects of their present or future lives. For example, we do not teach history simply so students can pass a quiz, but so that they can reason better about the world around them.
Publisher to Customer
Developer to Publisher
Boss to Team
Team to Boss
Team Member to Team Member
Leave a professional and lasting impression. They’re your first referees, either on paper or via word of mouth.
He who has the gold makes the rules!
Action: The thing players actually do in the game
Purpose: The reason why players are doing it
There are many different genres of games.
You can also describe your game’s experience using different terms than the standard genre categories:
Theme places the games actions within a setting to provide immersion.
The reasons why a game is fun to play.
Only a small portion of player are interested in your game.
You can waste time and money by trying to market to everyone.
Identify your target audience and just focus on them.
Are there enough fans of this type of game to generate the sales results you need to survive?
Must be different from what competitive games offer
Must be be sufficiently compelling to drive interest
Avoid hyperbole and empty words
The point of differentiation (POD) describes how your brand or product benefits customers in ways that set you apart from your competitors.
The frame of reference (FOR) is the segment or category in which your company competes.
The reason to believe is just what it says. This is a statement providing compelling evidence and reasons why customers in your target market can have confidence in your differentiation claims.
The wording of your positioning statement doesn’t have to match this template exactly, but to be effective, it must contain the five main components in brackets above. Occasionally, a positioning statement will contain a point of parity, when it is central to a product’s positioning.
It is simple, memorable, and tailored to the target market.
It provides an unmistakable and easily understood picture of your brand that differentiates it from your competitors.
It is credible, and your brand can deliver on its promise.
Your brand can be the sole occupier of this particular position in the market. You can “own” it.
It helps you evaluate whether or not marketing decisions are consistent with and supportive of your brand.
It leaves room for growth.
Catchy name
Innovative game mechanic
Amazing art
Awesome audio
Cutting edge technology
If the market is large, you can get away with weaker hooks
If the market is small, you need astounding hooks
If your hooks don’t translate well to trailers and text descriptions, you’ll have to rely on word-of-mouth
There's an old adage that consumers must be exposed to a message at least seven times before it sinks in