We exist on extremly competetive market and even though we do all we can to succeed, the truth is most of the games that appear on the market fail or do ‘so-so’. This deck touches few things that can potentially increase one’s chances of survival. Marketing & business-wise.

1. ARTOF FAILING
A BRIEF INTRODUCTION
TO MARKETING SIDE OF THINGS
THE

3. SUCCESS

4. 7672GAMES RELEASED
@steamspy
ON STEAM IN 2017

5. BETTER
SAFE THAN
SORRY

6. SHADES
OF GRAYaim for success but plan
for varied set of possible scenarios.

7. SHORT-TERM
Day 1 is crucial but you have
to plan beyond the release window.
LONG-TERM

8. RECIPE

9. (DO NOT) FAIL
LIKE A LEGEND

10. MARKETING
STARTS WITH
THE GAME

11. DATA RUNS
THE SHOWIt’s all about business awareness.

12. YOU/THEMDo not project your approach
on the market as a whole.

13. HOW STRONG IS THE
CATEGORY/GENRE/TYPE
YOUR GAME BELONGS TO?
HOW BIG IS YOUR
POTENTIAL AUDIENCE?
HOW DOES YOUR
COMPETITION LOOK LIKE?

14. TOOLSOF THE TRADE

15. Steamspy.
Social media monitoring.
Media campaign tracking.
Review aggregators.
Campaign repos.

16. THE AUDIENCE

17. Does your category/genre
have strong following?
How many people can actually
be interested in your game?

18. CONSUMER BASE x CONVERSION RATIO x PRICING
VS
PRODUCTION COST + MARKETING BUDGET

19. ADVOCATES
&SPENDERS

21. STRENGHT OF THE COMMUNITY
FOR THE PARTICULAR GENRE OR GAME
CATEGORY DOES NOT NECCESEARLY
CONVERT INTO PURCHASE INTENT.

22. PICK THE RIGHT SAMPLE
FOR YOUR ANALYSIS
Know your customers & apply that knowledge to your planning.
People can support your cause in many ways.

23. >WHAT/WHERE/WHEN<
which platforms you want to explore?
how to reach your potential consumers?
how to shape your communication?

24. GAME
/product
PEOPLE
/audience
MARKET
/enviro
THE
MATRIX
usp/delivery
rtb/features
weakpoints
who/where/how
strength
sales/pricing
life cycle
success ratio

25. EMBRACE
CONTRADICTIONS

26. HERE’S JOHNNY!

27. ONE STRENGTH IS NOT
ENOUGH ANYMORE.

28. ‚GOOD GAME’
IS COMMODITY.

29. To succeed you need to be at least
competitive on all the fields
and then build your advantage
on one of them.

31. UDERSTAND THE RULES BEFORE YOU BREAK THEM.
UNDERPROMISE
OVERDELIVER

32. BE COMPETETIVE ON ALL THE
FIELDS, THEN BUILD YOUR
ADVANTAGE ON THE ONE
OF YOUR CHOICE.

33. COMMUNICATION
PRECISION+CONSISTENCY
Your message has to stick.
With its simplicity, clarity & appeal.

35. CITYBUILDING | SURVIVAL
MANAGEMENT | EXPLORATION
LAWMAKING | MORALITY | …

36. SOCIETY
SURVIVAL

38. TONALITY

39. IN-GAME ASSETS

41. CAMPAIGN
PLANNING
Goodgameisnotenough,anymore.

42. I wouldn’t
count on it.

43. COVERTHEWHOLEJOURNEY

44. BUDGET
USUALLY MAKES
CHALLENGING
THINGS A BIT

45. PRICEx75%x85%x60%
x copies sold | -devcost
=YOUR MARKETING CAP

46. COMMUNICATION
PLANNING COVERING
MAJOR MILESTONES

47. TEASING
PHASE
AWARENESS
& EDUCATION
CONVERTION
INTO SALES
POST-RELEASE
SUPPORT
ANNOUNCEMENT LAUNCH WINDOW
OBJECTIVES / KPIs / BUDGET SPLIT (sort of…)

48. CHERISH YOUR
Beopenfordiscussion.Behonest.
Talktopeopleonlinelikeyouwouldoffline.
COMMUNITY

50. ORGANICvsPAID
+PROPER TIMING

51. INTEREST OVER TIME
(since initial announcement / Google Trends)

52. COMMUNITY
IS A PROCESS
MANAGEMENT

53. DATA/PRODUCT/BRAND
PLANNING/COMMUNITY
Consideritagoodstart.

54. PUSH YOUR PUBLISHER
TO THE LIMIT. COOPERATE.
Havingabusinesspartner,expecthimtocovermostifnotallofit.
Keepyourhandsonthewheel,though.Itisinyourbestinterest.

55. @AKAWIST