LAFS Marketing and Monetization Lecture 10: Business And Marketing Plans
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Here are three post-release promotions or extensions I would propose for the video game product: 1. Add-on content promotion: Release downloadable content packs with new levels, characters, or gameplay modes to drive re-engagement from existing players and attract lapsed players back to the game. 2. Community contest promotion: Run in-game competitions and challenges with rewards/prizes, encourage user-generated content and streaming, and promote top community members to foster an active online community around the game. 3. Merchandise extension: Partner with licensees to develop and sell branded merchandise like t-shirts, collectibles, and accessories featuring characters and designs from the game. This can help build the game's brand
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LAFS Marketing and Monetization Lecture 10: Business And Marketing Plans
- 1. Level 10 David Mullich Marketing and Monetization The Los Angeles Film School
- 2. Marketing Plans (Or Lack Thereof) Many game developers don’t “push the marketing button” until the day the game launches.
- 3. Don’t Treat Marketing As An Afterthought!
- 4. Take A Nod From Hollywood Build excitement well before the game or feature goes live.
- 5. Generate Hype! Itis imperative that you start generating hype as soon as there is something—anything— worth showing to the public.
- 6. But Not Too Soon! The last thing you want to do is to start posting early, unpolished screenshots of your game all over the web, especially if you're still in the programmer art phase of development.
- 7. DEFINING YOUR BUSINESS MODEL
- 8. Business Models Make a business model at the same time you are making your game design.
- 10. Customer Segments Who are they? What are they looking for in a game?
- 11. Value Proposition How will you satisfy the customer’s entertainment and other needs?
- 12. Channels How will you find customers? How will you promote the product’s value to the customer? How will you deliver the product’s value to the customer?
- 13. Customer Relations What is the cost to attract customers? What is the cost to convert customers? What is the cost to retain customers?
- 14. Revenue Stream (Monetizing) What is the price of the product? Why is the customer paying for the product? How is the customer paying for the product? How many paying customers are there?
- 15. Key Resources What resources are required to maintain the business model?
- 16. Key Activities What activities are required to build the business?
- 17. Strategic Partners What partners are needed to maintain the business model?
- 18. Cost Structure What are the development costs? What are the office costs? What are the human resources costs?
- 19. Which Of These Involves Marketing? Key Partners Key Activities Key Resources Value Proposition Customer Relationships Channels Customer Segments Cost Structure Revenue Streams
- 21. Marketing Calendar A tool showing what marketing events, media campaigns and merchandising efforts are happening when, where and how.
- 22. Sample Marketing Calendar Timing What Tactics/Vehicles L-9 months Announcement Press Release (and PR through your website/blog/social media if you’ve previously built a sizeable audience). Including assets like screenshots/videos/key are can make an even stronger announcement. L-6 months New assets reveal: concept art, screenshots, video PR article placements and/or through your website/blog/social media L-5 months Playable code at industry/consumer event Event Possibly supplement with PR
- 23. Sample Marketing Calendar Timing What Tactics/Vehicles L-4 months First look teaser video and announce release timing PR article placements and/or through your website/blog/social media L-3 months New assets reveal: concept art, screenshots, video PR article placements and/or through your website/blog/social media L-2 months Project update Blog post on your website and/or prompt for reviews to post at launch time L-1 month Playable code to press outlets PR prompt for preview coverage, interviews
- 24. Sample Marketing Calendar Timing What Tactics/Vehicles L-3 weeks Post new gameplay video PR article placements and/or through your website/blog/social media L-2 weeks Distribute final review versions of game to press PR prompt for reviews to post at launch time Launch week Release launch trailer PR article placements and/or through your website/blog/social media
- 25. Sample Marketing Calendar Launch plan specifics should vary from game to game! This sample plan is just an illustration of: Building out a content plan and timeline leading up to your launch Using different kinds of vehicles at each stage leading up to release
- 26. Marketing Calendar Tips Stay flexible It is better to recalibrate your schedule than stick to an announced date
- 27. Marketing Sins 11 Deadly Marketing Sins Developers Should Avoid
- 28. Marketing Sins 1. Missing Unique Selling Proposition 2. A Vague Definition of the Target Group 3. No Category Research 4. Missing the F2P and Premium Difference 5. Launching on Many Platforms 6. Not Having a Marketing Budget 7. Forgetting the Cash Flow 8. Rejecting Mobile Ads 9. Over-Estimating the Power of the Press 10. Skilling the Soft Launch 11. Not Building on Foundations
- 29. Group Quest Create a first pass of your marketing calendar.
- 30. POST-LAUNCH
- 31. Development Stages Strategy Pre-Production Prototyping Production Soft Launch Global Launch
- 32. Minimum Viable Product (MVP) A development technique in which a new product or website is developed with sufficient features to satisfy early adopters. The final, complete set of features is only designed and developed after considering feedback from the product's initial users.
- 33. Minimum Viable Product (MVP) Making Your First Game: Minimum Viable Product
- 34. Minimum Viable Product (MVP) 3 Awesome Minimum Viable Products
- 35. Developing A Sustaining Plan Marketing doesn’t end when your game ships! Do Post-Launch Promotions and Extensions!
- 36. Add On Content Promotions Add-on content and updates to generate new interest.
- 37. Community-Driven Contest Promotion Competitions, leaderboards, user-generated content, fan art, fan fiction.
- 38. Awards Promotion Submit your game for awards programs and competitions. Consider a price promotion when the finalists are announced.
- 39. Merchandise Extension Tie-in Merchandise can work well for some games and series: Those that attract a following Those that have characters that lend themselves to merchandise Those that generate catchy phrases
- 40. Series Developing follow-up games can assist you with establishing your studio, game catalog, audience, and critical mass.
- 41. Library / Catalog Your marketing plans can include initiatives for your first game promoting your second. Reduce the price of your first game at the second’s announcement As your studio grows, create pricing tiers across your entire catalog Create bundles, with discounts for players who buy multiple games in your library
- 43. Away Mission Pick a video game product from today’s Game Fair. Propose three different kinds of post-release promotions or extensions for the game to boost sales.
Editor's Notes
- They time their advertising, PR, app store featuring, and social media to hit on the same day so they’re more likely to convert these to downloads.
- Begin marketing at least 3-6 months before launch After your first demo, about 25-30% of your time should be spent on marketing Marketing continues throughout product life
- Begin your marketing campaign the moment you have something that illustrates the fundamental mechanics and look of your game.
- Whether it's one finished level, a mocked up (quality) screenshot or a small demo that displays a nuance of your game, it is imperative that you start generating hype as soon as there is something—anything—worth showing to the public. From that point forward you should be promoting the progress of your game on a semi-regular basis.
- Google isn't too keen on removing such images, and they will haunt you for the life-cycle of your development.
- Business models and Marketing should not be an afterthought; they should be planned in from the very beginning of a project. You are making a game, but it needs to be commercially viable, so a solid business plan is as important as the games’ quality.
- While a significant amount of your game sales will cluster around launch time, you can plot out programs for generating revenues afterwards as well.
- Submit your game for awards programs and competitions. You can get additional visibility and a sales bump if you are listed as a nominee or finalist. Consider a price promotion when the finalists are announced to build on the awareness boost and drive incremental sales for those who want to check out an acclaimed game.
- When merchandising programs fit your game, you can both build the strength of your franchise and gain incremental revenues.
- You can begin development, communications, and ongoing audience growth for a multi-game series shortly after releasing the first game, when awareness is relatively high.