The document provides a marketing and distribution plan for the mobile game "The Great Golem" created by Damgt Studios. It aims to target boys ages 13-15 in Atlanta, Georgia through self-distribution on Xbox and a website, as well as marketing through social media, memes, and a Golem mascot. The plan projects sales of $5,075 and a 338% return on investment within a year through an initial $1,472 budget. It then discusses expanding distribution through Atlanta-based game studios and targeting a secondary audience in Austin, Texas in the second year.

1. Distribution and Marketing Plan for
The Great Golem
Vialo
Simon Via & Sebastian Lojo
EBBS Project & Portfolio V
02/28/2021

2. 2
I. Executive Summary
The Company:
Vialo works with game studios to increase sales by creating an effective distribution and
marketing plan for their clients.
The Project:
“The time has come for you, the Great Golem, to annihilate all humans from existence and
return the Earth to its original beauty. Command your massive strength, your trusted
minions, and the elemental powers in the final battle against humanity. ”
Sales Projections / Return on Investment:
After research Vialo projects that The Great Golem will over double its initial investment of
$1500. If the strategy Vialo created is put into fruition The Great Golem sales will hit these
projections.
Target Market:
Our target market is boys ages 13-15 that resides in the suburbs of Atlanta, Georgia. They
love niche comic book and video games from their favorite local shops.
Strategy:
The strategy Vialo created consists of two main areas, distribution and marketing. After
research Vialo suggested that The Great Golem should be distribution on the Xbox creation
program. While the marketing strategy is a mixture between both online and traditional
marketing.

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II. Company Information
Vialo
Vialo is a startup company focused on empowering small and talented teams in their path
towards developing innovative videogames.
Leadership Team
Vialo consists of a team holding a multitude of talents to bring the best to their clients.
Sebastian Lojo oversees the branding & media department for Vialo based on experience at
OnBeat Productions and at Apiens Media.
Company Ideals
Vialo aims to become the go-to branding, marketing and distribution partner for the indie
videogame industry. Although gaming has become the highest grossing sector within the
entertainment industry, its cost of entry remains high, with indie game developers
struggling to create, market and distribute their own products. We want to change that.
Our long-term goal is to become an admired player in the industry, with a portfolio
comprised of several trend-setting projects that started small and, through our help, made
it big. Our work will help broaden the ease of access to the gaming industry, and our
partners will thrive through our guidance.
Projects
The Great Golem’s success will help drive our videogame output, at first through
collaborations with small Full Sail University student teams, and then spreading to local
teams and projects.
Our portfolio will be formed initially by mobile game projects. We will then expand
towards combinations of mobile/console integrations, as well as blockchain enabled
gaming projects.
Our next project will exist within the VR space, also created alongside a Full Sail team from
the Simulation & Visualization program. It is an educational product that aims to integrate
game mechanics and psychology to the study of biology.

4. 4
III. Project Information
Creators: Damgt Studios.
Title: The Great Golem.
Media: mobile game.
Genre: tower defense.
Hooks
“Our essence: squashed humanity.”
“Stoned humans are better humans.”
“Made of meat? Mortal. Made of stone? Eternal.”
“All civilizations end in the same place: ruins.”
“Humanity was meant to last. If It didn’t wake, that is.”
“We were blind to the Earth’s plight. Now the Golem will make amends.”
Logline
“The time has come for you, the Great Golem, to annihilate all humans from existence and
return the Earth to its original beauty. Command your massive strength, your trusted
minions, and the elemental powers in the final battle against humanity. ”
Premise
“The time for hope has come to an end. Mankind was given all the opportunities possible,
yet they still managed to fail. It is now up to the Great Golem to bring the Earth back into its
ancient and peaceful balance by annihilating all trace of human civilization. The apes are
resourceful, but the Golem’s wrath is unending.”

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IV. Distribution & Marketing Goals
The plan is simple, we want to expand The Great Golem’s audience. The engine of the game
has been tooled with and it is ready for it’s initial release. With the small budget of no more
than $1500 Vialo will use creative strategies maximize returns. Vialo will hone in the target
market for this game and then pick the right distributor to grow the player base for The
Great Golem. We will create not only one year, but two-year distribution plan because we
want to create a long-lasting relationship that goes beyond this initial one-year investment.
We expect to gain an audience of over 250 people downloading the game. One way we will
achieve that is by creating a social presence for the game through social media and a
landing page. Also, by doing more traditional marketing methods in the target geographic
area.
Vialo will make sure that the hard work on The Great Golem will be recognized. Our
relationship is our top priority and making sure the right decisions are made to make The
Great Golem flourish upon its initial release. In our eyes we hope this project is the
beginning in a long-lasting partnership!

6. 6
V. Target Markets
Primary Target Audience
With the budget of only $1500 the more precise the target audience is the more The Great
Golem can capitalize on the niche market. The target city The Great Golem’s marketing
campaign will launch in Atlanta, Georgia as it has the highest share of families with
Children (Florida, 2019). This hints to the target demographic which is boys ages 13-15.
The success of similar titles like clash of clans and balloon tower defense series has been
based upon its appeal to the similar target audience. These boys are just starting in high
school like to visit the local comic book or card shop if they go anywhere, the little money
they have would be spent here. The majority of their time is spending playing video games
after school. This a great market to tap into because more than 90 percent of American kids
play video games. (Barclay, 2018)
Secondary Target Audience
After the one-year plan the plan is to expand to another market around year-two. This
would be called the Secondary Target Audience. This audience is still male like the primary
however we could target a little older demographic at the age range of 18-21. This would
broaden the target age range and cover most young adults through high school and early
college. The Secondary Target geographic is Austin Texas as a lot of younger people are
living there (Varathan, 2018). The Great Golem is a small indie title and the population of
Austin, Texas loves being unique and indie. This audience would love to go to coffee shops
when commuting to school. They would spend their money at fast food places since they
are living off of financial aid.

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VI. Distribution - Year One:
Self-Distribution Plan
Brick and Mortar Outlets
The first store we considered as a potential brick and mortar outlet was Titan Games &
Comics. They are one of the most popular independent game stores in Atlanta and it is
north from the city in one of the suburbs which is in-line with our target market. The next
place that could be a possible brick and mortar outlet is Oxford Comics & Games. This
location is right near the suburb Buckhead which is one of the wealthiest areas. Lots of
wealthy families live there which again fits perfect for the young target market with
disposable incomes.
Aggregator
The online aggregator suggested by The Great Golem’s creators was Xbox. After conducting
research, it shows that Xbox has the best option for independent developers. It only has a
one-time fee of somewhere around $20-$100 and this was the cheapest option research
could find. The Xbox Creator Program includes multiple education resources that comes
included, which is a great bonus that can help out The Great Golem’s young team. Xbox only
takes 5 percent off of revenue, which again is the best revenue split research found. They
do not require a portfolio, they just check to see if the game runs correctly and is not
harmful in any way.
Project Website
For the website domain, thegreatgolem.com is not taken which means it only costs $12 a
year to maintain it. The website would lead to the Microsoft store to purchase the game.
There would be pictures and short videos of gameplay all around the homepage. There
would be a team page which would have bios of the people who created it and then of
course there would be a support page. This page would have a way for customers to send
their problems which will be talked about more in the next section.
Customer Relationship Management Systems
There are great, affordable ways to manage customer relationships. Like mentioned in the
section above the first way The Great Golem will manage customer relationships will be the
support page on the website. When customers have any issues, they can send a message
which will send it to a link email. This a great way to maintain the game because if there are
issues the customers can directly tell the team. The team can collect emails by having
players adding them before they can play. You can use most popular CRMs to collect emails
for free and once the game is profitable enough you can start to pay for the software.
Research recommends Hootsuite or Salesforce.

8. 8
VII. Distribution - Year Two:
Finding a Large Distributor or Publisher
Research found that Atlanta has multiple successful indie game studios that would be great
next step for The Great Golem. The first studio that could be a potential fit is Hi-Rez Studios
who is based out of Atlanta. Titles from Hi-Rez include: SMITE, Paladins, and Realm Royale.
They are aiming to be the trailblazers of the cross-play movement which The Great Golem
could benefit greatly from. The other Atlanta based company that could be considered for a
partnership would be tripwire interactive. Another seasoned game studio that would take
The Great Golem to the next level. They have successful titles which include: “Chivalry II,”
“Killing Floor: Incursion,” and “Espire 1: VR Operative”.
The reason for picking Atlanta based game studios is because it makes it easier to reach.
The more traction in Atlanta The Great Golem creates the more these companies will notice
because they are in the same city. Of course, relying on geography alone would not be
effective so another way The Great Golem can gain interest from these studios is
networking within the studio. Connecting with the Full Sail Alumni on LinkedIn would be a
good virtual start as there are multiple people including: Daniel Gonzalez and Nick Reid.
LinkedIn is a great tool for getting a foot in the door so getting their contact information
from there could be a great step in the right direction for a potential partnership.

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VIII. Sales Projections
Price and Sales Projections
Price
Projected
Units
Projected Net
Revenue
Retail
Digital game (iOS)* 8.5 300 2550
Digital game (Xbox Live)** 7 200 1400
Wholesale/Dealer Price*
Download code (Gamestop)*** 7.5 150 1125
Projected Total Net Sales Revenue $5075
*iOS charges 15%
**Xbox charges 30%
***Gamestop charges 25%
Return on Investment (ROI)
Vialo calculates that The Great Golem should generate a return on investment of 338%
based on a profit of $5,075 by the end of the investment year.
At an average profit of $7.8 per game, we concluded that our profits could range from
$4,295 on the low end to $5,855 on the high end, with ROI variations of 286% and 390%
respectively.
This variation comes from a 15% margin of error on units sold, which we assigned as an
adequate consideration based on our conservative forecasts and a relative lack of
information regarding the product’s current development status.

10. 10
IX. Marketing
Marketing Tools
1. Facebook ads
2. Instagram ads
3. YouTube ads
4. Google Adwords
5. TikTok ads
6. Stickers
7. Posters
8. Flyers
9. Website banners
10. Influencer marketing & shoutouts
11. Twitch ads
12. Streamer sponsor
13. Outdoor tent
14. Golem costume/mascot
15. Memes
Promotion
Pre-Release (March-August)
Strategy
The main point for our pre-release strategy is the development and
distribution of meme content throughout contextually appropriate websites and
gaming communities. This will allow us to increase exposure and reduce incurred
costs, which is a plus considering the limited budget.
The second point for this stage of the strategy will rest on the production of
humorous and relatable audiovisual content where the Golem mascot will interact
and wreak havoc in public spaces. This content will be distributed through our
selected advertisement channels.
Tactics
 March 1st-March 8th – Production of Golem mascot content around
videogame stores, movie theaters, government offices, gas stations,
universities.
 April 1st-April 8th – Initiate production and distribution of meme
content.
 May 16th-May 23rd – Initiate Golem content placement on social
media.
 June 1st-June 8th – Golem sticker placement on gas stations around
universities and entertainment centers.
 July 1st-July 8th – Release extra content Golem ads on social media.

11. 3/9/21 11
Release (September)
Strategy
Our top rated and most effective digital content will receive extra funding.
Several tents will be set up where images of human destruction and golems will be
displayed. One of the tents will be hosted by the Golem mascot, which will be placed in a
high-traffic area.
Tactics
 September 16th – 3 tents set up, one with Golem.
 September 16th – social media release content on Instagram,
Facebook, YouTube.
 May 16th-May 23rd – Initiate Golem content placement on social
media.
 September 16th 8th – Twitch streamer collaboration, gaming website
banner placement.
 September 16th – flyers and posters distributed around game stores,
movie theaters and universities.
Post-Release (October-February)
Strategy
Users will be encouraged and incentivized to post their own experiences on
social media. The Golem mascot will make live appearances on Instagram and Facebook
Live. Meme content will be deployed and game streams with up-and-coming streamers will
roll out.
Tactics
 October 1st-October 8th – social media campaign for community
outreach and participation deployed.
 November 7th- November 14th – daily appearances online by Golem
mascot.
 December 23rd-December 30th – Holiday season meme content release
on social media and streams.
 January 4th-January 11th – Back-to-school Golem content and live
interactions on social media.
 February 14th-February 21s – streamer content with Golem in
Valentine’s theme.

12. 12
X. Budget
Tactic Specifics Frequency (e.g.
daily, monthly,
quarterly)
Annual
Cost
Manufacturing
Golem / mascot $300 Once $300
Media Production
Video editor One payment for full
campaign
Once $200
Media Advertising
Stickers 100 units/$0.3 Once $30
Facebook & Instagram ads $10 average
investment/week
Weekly $300
YouTube ads $15/month Monthly $150
Twitch ads Release and weeks 1-2 Weekly $250
Streamer sponsor Release day Once $150
Website banners Release day Once $50
Tent rent Release day Once $30
Website
Maintenance/Hosting $12 Yearly $12
TOTAL $1,472

13. 3/9/21 13
XI. Appendices
Barclay, R. (2021, October 20). Do Video Games Make Kids Saints or Psychopaths (and Why Is
It So Hard to Find Out)? Retrieved February 12, 2021, from
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Florida, R. (2019, January 16). Which U.S. Cities Have the Most Families With Kids? Retrieved
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6db0-11eb-8a5e-
7795edfb46f2&url=L25ld3MvYXJ0aWNsZXMvMjAxOS0wMS0xNi93aGljaC11LXMt
Y2l0aWVzLWhhdmUtdGhlLW1vc3QtZmFtaWxpZXMtd2l0aC1raWRz
Varathan, P. (2018, February 8). The most and least millennial places in the US: Brookings.
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millennial-places-in-america/
Anatomy of a $60 video game. (n.d.). Retrieved February 20, 2021, from
https://latimesblogs.latimes.com/entertainmentnewsbuzz/2010/02/anatomy-of-a-60-
dollar-video-game.html
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https://www.gamasutra.com/view/feature/2695/the_basic_marketing_plan_for_indie_.ph
p?print=1
Narcisse, E. (2014, July 30). How much it cost to put an indie game on xbox one. Retrieved
February 20, 2021, from https://kotaku.com/how-much-it-cost-to-put-an-indie-game-on-
xbox-one-1613428070
Independent developers program for Xbox One: Xbox. (n.d.). Retrieved February 20, 2021,
from https://www.xbox.com/en-us/Developers/id
MATT KANDER. (n.d.). Retrieved February 20, 2021, from
https://www.mattkander.com/post/a-modern-approach-to-indie-game-dev-marketing-in-
2020
Google. (n.d.). Google Domains. Retrieved February 19, 2021, from
https://domains.google.com/registrar/search?searchTerm=TheGreatGolem&utm_sour

14. 14
ce=google&utm_medium=cpc&hl=en&_ga=2.66340334.178624949.1613791742-
649222148.1602202715&tab=1
H. (2020, December 16). Microsoft Store Policies - UWP applications. Retrieved January
10, 2021, from https://docs.microsoft.com/en-us/windows/uwp/publish/store-
policies
Hi-Rez. (n.d.). Hi-Rez Studios. Retrieved February 19, 2021, from
https://www.hirezstudios.com
McClure, O. (2020, July 27). 20 Gaming Companies in Atlanta Adding New Elements to a
Decades-Old Industry. Retrieved February 19, 2021, from
https://builtin.com/atlanta/gaming-companies-in-atlanta
Microsoft. (n.d.). Independent Developers Program for XboxOne | Xbox. Retrieved
January 10, 2021, from https://www.xbox.com/en-US/developers/id
Reid, N. (n.d.). Nick D Reid. Retrieved February 19, 2021, from
https://www.linkedin.com/in/nickdreid/
Statt, N. (2017, March 2). Microsoft now lets anyone create and publish Xbox games.
Retrieved January 10, 2021, from
https://www.theverge.com/2017/3/1/14784684/microsoft-xbox-one-windows-10-
indie-game-development
Tripwire Interactive LLC. (n.d.). Tripwire Interactive LLC. Retrieved February 19, 2021,
from https://tripwireinteractive.com/#/