This document discusses strategies for marketing online multiplayer games in a changing market. It recommends using a multi-channel approach across online marketing, media partnerships, existing communities, and viral marketing. Specific tactics include search engine optimization, revenue share models, preparing graphics/content for media partnerships, leveraging existing user databases and communities, integrating social media APIs, and considering working with marketing specialists despite revenue sharing. The key is finding the right mix of channels tailored to each individual game.

1. p o p u l a r m u l t i p l a y e r o n l i n e g a m e s
Marketing Online Games
Winning Customers in a rapidly changing Market
Thomas Richter, Nov 2010

2. GameGenetics GmbH; page 2
POPMOG
• Founded 2009
• Focused on platform and distribution
• No game development
(Gaming-)Portals
…
Social Networks YOUR
SITE
Social Networks
…
YOUR
GAME
GameAPI
Community
Profiles
Game
Feed
Badge
System
Boards,
Chat, IM
Clan Management
Game Access & Management
Single
Sign-on
Game
Channel Zapper
Transactions & Payment
Developer Zone
Payment
Integration
Virtual
Currency
Twitter
API
OpenSocial
API
Mobile/
iPhone
API / SDK
Information‫‏‬
Tools &
Resources Coaching
Clan
Pages
Clan Feed
Boards
Private /
Public Sect
Digital
Presence
Statistics
Portals
Facebook
API

3. GameGenetics GmbH; page 3
Market Overview
Online games market is growing
2002 2004 2006 2008 2010
10
20
30
40
50
Market Size (in bn USD)*
PC Games
Mobile Games
Online Games
Console Games
CAGR 08-10
-0.2%
15.6%
17.8%
1.1%
• Online games have developed into a multi-billion Dollar industry
• Continued strong growth prospects for online games
• Everybody wants a piece of the cake

4. GameGenetics GmbH; page 4
Winning Customers in a rapidly changing Market …
So, what changed since BGF 2009?
 Facebook?
 Open Social?
 Mobile?
 Old Media?
 Social Media / PR?

5. GameGenetics GmbH; page 5
The basic value chain – no changes here…
Every single steps needs to be measured, benchmarked and
optimized.
Impressions
Clicks
Registrations
Activations
Payments
Make sure you can
 Maximize Awareness and Impressions
 Monitor each step
 Benchmark your metrics against
best practise, and then
 Constantly optimize each single
step
Friend
Invites

6. GameGenetics GmbH; page 6
Different ways to generate Users - other priorities in 2010/11
• Online Marketing
• Media Co-operations
• Other Media (TV, Print)
• The existing Community
• Viral!

7. GameGenetics GmbH; page 7
1) Online Marketing
Answer these questions:
1) What‘s your Budget?
2) How well do you know your game‘s metrics?
3) How well are you able to plan your spend per lead?
No-Brainer:
SEO
Google Search (on your brand)
CPO, Revenue Share models
Careful with:
Any CPC/CPL campaigns
Decide for yourself, how much financial risk you’re willing to take.

8. GameGenetics GmbH; page 8
2) Media Co-operations
Answer these questions:
1) How well can you define the target demographics for your Game?
2) On which portals in the net do you find your targets?
3) Are these portals willing to partner?
4) What‘s the (opportunity) cost of integration?
No-Brainer:
Prepare your Game for cooperations, be ready to replace Login/Payment
with 3rd party solutions, have AAA graphics, banners, texts ready
„Invest“ into PR, make your title known
Hook up with an enabler like POPMOG 
Careful with:
Invest $$ and manpower into integrating with different partners
Be prepared to partner; partners can jump-start your business.

9. GameGenetics GmbH; page 9
3) Other Media like Print/TV
Answer these questions:
1) Well, none really – be opportunistic.
No-Brainer:
Fast monetization, TV-broadcaster love to
see revenues very fast.
Have AAA graphics, banners, texts ready
Make sure, tracking works across media-
channels
Careful with:
Cash for offline marketing…
Cross-media opportunities can be a real chance for growth.

10. GameGenetics GmbH; page 10
4) The existing Community
Answer these questions:
1) Is there an existing community for the game/developer to draw
traffic from?
2) Is there an existing community elsewhere to draw traffic from?
No-Brainer:
Leverage what you have: other games, friend‘s sites, communities,
email-db‘s, power-user, social communities, fan sites…
Make your game „CRM-ready“: User data transparency, newsletter
tools, in-game messaging/banners, ability to do give-aways
Careful with:
Buy into customer-db‘s or pay for newsletter campaigns
Satisfied users are your best advocates. Use them but don’t oversell 

11. GameGenetics GmbH; page 11
5) Viral!
Answer these questions:
1) Is a typical social community user interested in your Game?
2) Are you able to feed relevant content out of the Game?
3) Do you want to run the Game in Canvas View?
No-Brainer:
Make sure, you can feed relevant information out of the game via
API (to FB, Twitter, where-ever…)
Use social APIs, especially for login and sharing
Careful with-:
Invest into a Canvas-View-Build of your Game
Learnings from Social Gaming are mostly true
for Browsergames as well

12. GameGenetics GmbH; page 12
Find the right mix of channels tailored to YOUR game
1) It‘s difficult to gain huge success in a single channel.
2) Therefore a multi-channel strategy is advisable.
 It reduces the risk of failure
 It reduces the marketing spend
 It generates transparency on one‘s metrics
3) You are great Game Developers, consider teaming up with marketing
specialists.
4) Even if they take a share – it can be well invested.

13. GameGenetics GmbH; page 13
Q&A
Thomas Richter
VP Business Development
tr@gamegenetics.com
+49.172.78.26.588
www.popmog.com