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Qv2014
1. Making the right decisions for your product!
by Marian Härtel, H&H Games Consulting GmbH
2. - Plattform choices were limited
- Competition was smaller
- Marketing often was done by publisher
with long term experience and
knowledge as well as with the ability to
tap into larger teams.
4. Massive saturation of markets
Self publishing lead to large amount of global
competitors
Cloaked distribution channels and gate
keeper at mobile
Large barrier for publishing for online games
by increased marketing spending
5. With the huge chance for independet
publishing, come the large burden of having
knowledge in all fields
Marketing needs a lot of experience and
knowledge and often is very data driven
Marketing needs time and planning as well as
integration into the product development
Outsourcing cost money, often even prepaid.
6. Product, Product, Product!
Find the right market, develop countercyclical
Develop the product for the right marketing
Make the product lead to the right marketing,
instead of fitting the marketing to the
product
Choose the right plattform wisely
Make a thorough business plan
7. Choose the market carefully
Mobile not the big relief (at least not
anymore?)
Hit driven problem
◦ Diversification
◦ Learning from the „old economy“
◦ Portfolio planning/marketing
8. Be conscious what you want to be, a
developer or a business person
Plan your ressources and your efforts before
and after release
Don‘t burden your company with too much
publishing effort, too widespread releases
etc.
Indie niche?
Don‘t stick to the successes of earlier
adopter/first mover
9. Consider ways beyond CPA/CPI marketing
Consider
◦ Cross-Selling
◦ Retention Marketing
◦ Revenue- Sharing
◦ Brand Marketing (learn from the big)
◦ CPM Marketing
◦ Reviving of „dead“ clients
◦ Special „whale“ treatment
◦ Loyalty marketing
◦ Video marketing
◦ Content/Viral-Marketing
10. For new ideas, new marketing, new concepts
Still learn from the successors, not from the
past
Though don‘t hunt for myths or rumors
