Learn how to market your indie game with little to no money, tips and tricks for getting press coverage and the best ways to engage with and create fans! Handout links below!!!
3 hour class with Jack Dalrymple from Cap And Cut http://capandcut.com and Albino Lullaby http://albinolullaby.com for Playcrafting Boston http://www.playcrafting.com, with presentation slides edited in.
Handouts
Presentation Slides: http://bit.ly/vgamemarketingslides
Film Production Handout: http://bit.ly/FlimProductionHandout
Game Marketing Checklist: http://bit.ly/IndieDevMarketingChecklist
Press Release Handout: http://bit.ly/PRhandout
Press Release Sample: http://bit.ly/PRsample
Class Description
Game industry veteran Jack Dalrymple gives an insider look at marketing video games, best practices for engaging through social media and tips and tricks on getting press coverage. With in-depth evaluation of how games are marketing at AAA companies and how to best market your Indie game with little to no money.
The class starts with the basics basic marketing principles, the difference between brand and marketing and leads into marketing specifically related to video games. Then with social media, you will learn how to best engage with fans and get fresh eyes on your game. With PR you will learn how put together a press kit, write a press release and the best approach trying to get editorial coverage. This is followed by an in-depth look at AAA practices and the difference between marketing in AAA and Indie. The class ends with a detailed look at the most important content for marketing your game, the trailer. Including tools that can be used to make your own trailers, the story arc, the trailer arc, the process, tips and tricks for making high quality with a limited budget and final delivery.
You can have the best video game, but without good marketing, it will be nearly impossible to find. There is a learning curve to marketing, PR and social media and the lessons don’t need to be learned through field testing, which can be detrimental to your games success.
YouTuber and Twitcher Lists Discussed in Class:
Good YouTuber List: http://videogamecaster.com
Amazing YouTuber List: http://youtubers.brightside-games.com
Amazing Twitcher List: http://tinybuild.com/twitch
Always Check Realtime View Potentials for the Indie Twitter Hashtags:
#indiedev: https://ritetag.com/best-hashtags-for...
#gamedev: https://ritetag.com/best-hashtags-for...
#indiegamedev: https://ritetag.com/best-hashtags-for...
About the Instructor
Jack Dalrymple is an industry veteran at producing trailers and marketing games, Cinematics Director at Bit Fry, Senior Vice President of Marketing at Ape Law, and owner of Cap and Cut a Boston based trailer house and creative design studio. As Lead Editor and Technical Director at WB Games’ Turbine Studio from 2004 to 2014, he developed and edited more than $10 million in marketing trailers and ingame cutscene
How to promote a game without spending a dime (almost)Natalia Dołżycka
Your game is about to launch, but you’ve spend it all on stunning graphics and skillful programmers? No problem! This speech will show you that promoting a game can be easy, effective and fun and doesn't have to cost you anything. Learn all the field tested techniques to reach both gamers and press. And yes, there will be real-life examples.
How to prepare a succesful game launch? [Game Industry Conference 2016]Natalia Dołżycka
It is said that there is only one chance to make a good first impression. As for games, launch day is one of the strongest marketing points in the lifetime of the title. So how should you prepare yourself, your title and your team for the premiere? What should you do to increase your chances on the market and minimize the risk of a failure? Learn how to prepare effective strategies to build your audience, gain publicity and nail your next product launch. And yes, there will be real-life examples.
Panel presentation at Casual Connect Seattle in Seattle, WA, July 2009. Panelists were Dan Prigg, CJ Wolf, Lloyd Melnick, Tony Leamer, and Craig Bocks; moderated by Jeremy Snook.
Presentation audio available at http://casualconnect.org/content/Seattle/2009/publishershowdownseattle09.html.
Overview of the tactics for implementing a social media strategy across multiple networking platforms including: LinkedIn, Facebook, Twitter, Blogs, Email, YouTube, Flickr, Digg, and Delicious.
How to promote a game without spending a dime (almost)Natalia Dołżycka
Your game is about to launch, but you’ve spend it all on stunning graphics and skillful programmers? No problem! This speech will show you that promoting a game can be easy, effective and fun and doesn't have to cost you anything. Learn all the field tested techniques to reach both gamers and press. And yes, there will be real-life examples.
How to prepare a succesful game launch? [Game Industry Conference 2016]Natalia Dołżycka
It is said that there is only one chance to make a good first impression. As for games, launch day is one of the strongest marketing points in the lifetime of the title. So how should you prepare yourself, your title and your team for the premiere? What should you do to increase your chances on the market and minimize the risk of a failure? Learn how to prepare effective strategies to build your audience, gain publicity and nail your next product launch. And yes, there will be real-life examples.
Panel presentation at Casual Connect Seattle in Seattle, WA, July 2009. Panelists were Dan Prigg, CJ Wolf, Lloyd Melnick, Tony Leamer, and Craig Bocks; moderated by Jeremy Snook.
Presentation audio available at http://casualconnect.org/content/Seattle/2009/publishershowdownseattle09.html.
Overview of the tactics for implementing a social media strategy across multiple networking platforms including: LinkedIn, Facebook, Twitter, Blogs, Email, YouTube, Flickr, Digg, and Delicious.
User acquisition in crypto games becomes the greatest challenge for game developers and sometimes - the last one. Who are your perfect users and where to find them? We know the answer.
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This talk is from the event 'The Arcade (R)Evolution: Making Hit Casual Games with a Focus on Idle'. To see more details about our events, follow us on Meetup here: https://www.meetup.com/mobilegamesdev/
About this talk:
Having created one of the most popular idle games on the market, Idle Miner Tycoon (reaching over 100 million downloads), Kolibri shared with us how they built on what they learned from their first title to create their next big hit, Idle Factory Tycoon. In this talk, Nate Barker digs into the details, discussing topics like the different features they used, how they used their season pass, and simple mechanics behind the complex genre.
World Explorer Client Engagement Playshop - United AirlinesMonica Cornetti
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This is a presentation Monica recently designed and delivered in a gamification playshop for a division of United Airlines. The group is working on customer engagement strategies and hired Monica to show them how to apply gamification to their sales and marketing mix.
Using her World Explorer - An Epic Adventure into the Ream of Gamification trademarked process, Monica led the group through a hands-on, gamified playshop, exploring the beauty, awe, marvels, and dangers of the 7 different levels of successful gamification.
View the World Explorer Synopsis at this link: http://www.slideshare.net/monicacornettientreprenow/united-airlines-gamification-playshop-world-explorer-synopsis
About The Presenter: A gamification keynote speaker and curriculum designer, Monica Cornetti is rated as the #1 Gamification Guru in the World by UK-Based Leaderboarded. She is the author of the book Totally Awesome Training Activity Guide: Put Gamification to Work for You. Monica’s niche is gamification used in the corporate environment.
Contact Monica for information about hiring her to work with your group and learn how to apply gamification strategies that produce measurable, value-added ROI to your employee or client engagement strategies. monica@monicacornetti.com
Connect with Monica (@monicacornetti) www.monicacornetti.com
Nobody Clicks on Boring - Pubcon New Orleans by @iamJeffCohen 4/24/13iamJeffCohen
Nobody Clicks on Boring - Presented at Pubcon New Orleans 4/24/13.
Get the included infographic at http://ow.ly/kkA2w
(Note: this is the most incredible presentation on slideshare - viewer discretion is advised)
1) Know your audience
2) Determine what reaction you want your reader to feel (courtesy of Priceline.com Co-Founder Jeff Hoffman)
3) A/B Test ad images and copy
4) STAND OUT
5) Content is King - Image is Everything
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Delivered at Casual Connect Europe 2016
This talk will briefly summarize the lessons learned over the last seven years when it comes to publishing independent games, collaborating with young studios and successfully bringing their games to market. Having built up all pillars of distribution, from dinosaur retail business to Steam to mobile to digital console, we will share an insight into best practices and the biggest failures encountered along this path through concrete case studies and subjective insights.
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The Business DNA Pyramid for Game-changers: "Don't Just Improve. Change the G...Rod King, Ph.D.
There have been many world-changing organizations in the past. And there are many world-changing organizations at present. Examples of world-changing organizations include Apple, Google, Amazon, Facebook, and Twitter. But how are world-changing organizations created? How does an individual or a team move from an idea to a world-changing business?
The world of business literature is full of books providing frameworks that explain how world-changing organizations are created as well as operate. Popular frameworks and tools include the following:
* James Collins & Jerry Porras's Core Ideology-Envisioned Future Framework in their "Built To Last" book
* Simon Sinek's Golden Circle in his "Start With Why" book
* Michael Porter's Competitive Strategy in his book "Competitive Strategy"
* W. Chan Kim & Renee Mauborgne's Blue Ocean Strategy in their book, "Blue Ocean Strategy"
* A.J. Lafley & Roger L. Martin's Strategic Choice Cascade Framework in their book, "Playing to Win"
* Robert S. Kaplan & David P. Norton's Balanced Scorecard in their book, "The Balanced Scorecard"
* Alexander Osterwalder & Yves Pigneur's Business Model Canvas in their book, "Business Model Generation"
* Eric Ries's Vision-Strategy-Product (VSP) Pyramid and Build-Measure-Learn (BML) Loop in his book, "The Lean Startup"
In spite of the proliferation of tools that describe as well as predict how world-changing organizations are created, the frameworks and tools including those above hardly reference or "talk" to each other. The result is a piecemeal approach to describing and building world-changing organizations. The consequence is the high failure rate of about 90% of startups that attempt to create world-changing products, services, and/or organizations.
In contrast to previous approaches, this presentation introduces a holistic framework - Business DNA Pyramid - that features 3 game-changing DNA questions that can be used to comprehensively explain as well as build world-changing organizations starting from just an idea. Despite the simplicity and coherence of the framework of the Business DNA Pyramid, building a world-changing organization is complex in reality. However, answering the 3 DNA Questions, which involve vertical and horizontal integration of the DNA (Design; Needs; Aspirations) of an organization, would facilitate the creation of world-changing organizations.
Hopefully, the transparency, scalability, and common visual language of the Business DNA Pyramid would help entrepreneurs, startups, and established organizations to effectively and efficiently achieve their world-changing visions. And certainly, our world would be a much better and happier place.
What do you think?
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What makes 95% of games developed in China unable to find success overseas? Learn the secret to unlocking worldwide markets from China in this session delivered by the Creative Director of one of China’s most successful game developers, Tap4Fun.
From game design and production, to localization and marketing, this is a comprehensive overview of the necessary ingredients you’ll need to overcome China’s cultural borders and take on the world.
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Every single year our performance marketing space is changing a lot, that's why we need to keep our strategies up-to-date. From the general rules in today's market and how to scale your app through performance marketing, when it's the right time to expand with more marketing channels and what are the most important metrics to keep in mind. In the next part, we will also cover how to decide if we are successful or not and when you know you are making good decisions.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
User acquisition in crypto games becomes the greatest challenge for game developers and sometimes - the last one. Who are your perfect users and where to find them? We know the answer.
What we learned: Idle Miner Tycoon and Idle Factory Tycoon - KolibriGameAnalytics
This talk is from the event 'The Arcade (R)Evolution: Making Hit Casual Games with a Focus on Idle'. To see more details about our events, follow us on Meetup here: https://www.meetup.com/mobilegamesdev/
About this talk:
Having created one of the most popular idle games on the market, Idle Miner Tycoon (reaching over 100 million downloads), Kolibri shared with us how they built on what they learned from their first title to create their next big hit, Idle Factory Tycoon. In this talk, Nate Barker digs into the details, discussing topics like the different features they used, how they used their season pass, and simple mechanics behind the complex genre.
World Explorer Client Engagement Playshop - United AirlinesMonica Cornetti
Monica Cornetti - Gamification Speaker and Program Designer - Customer Engagement Training for United Airlines
This is a presentation Monica recently designed and delivered in a gamification playshop for a division of United Airlines. The group is working on customer engagement strategies and hired Monica to show them how to apply gamification to their sales and marketing mix.
Using her World Explorer - An Epic Adventure into the Ream of Gamification trademarked process, Monica led the group through a hands-on, gamified playshop, exploring the beauty, awe, marvels, and dangers of the 7 different levels of successful gamification.
View the World Explorer Synopsis at this link: http://www.slideshare.net/monicacornettientreprenow/united-airlines-gamification-playshop-world-explorer-synopsis
About The Presenter: A gamification keynote speaker and curriculum designer, Monica Cornetti is rated as the #1 Gamification Guru in the World by UK-Based Leaderboarded. She is the author of the book Totally Awesome Training Activity Guide: Put Gamification to Work for You. Monica’s niche is gamification used in the corporate environment.
Contact Monica for information about hiring her to work with your group and learn how to apply gamification strategies that produce measurable, value-added ROI to your employee or client engagement strategies. monica@monicacornetti.com
Connect with Monica (@monicacornetti) www.monicacornetti.com
Nobody Clicks on Boring - Pubcon New Orleans by @iamJeffCohen 4/24/13iamJeffCohen
Nobody Clicks on Boring - Presented at Pubcon New Orleans 4/24/13.
Get the included infographic at http://ow.ly/kkA2w
(Note: this is the most incredible presentation on slideshare - viewer discretion is advised)
1) Know your audience
2) Determine what reaction you want your reader to feel (courtesy of Priceline.com Co-Founder Jeff Hoffman)
3) A/B Test ad images and copy
4) STAND OUT
5) Content is King - Image is Everything
7 Years of Independent Publishing | Dieter SchoellerJessica Tams
Delivered at Casual Connect Europe 2016
This talk will briefly summarize the lessons learned over the last seven years when it comes to publishing independent games, collaborating with young studios and successfully bringing their games to market. Having built up all pillars of distribution, from dinosaur retail business to Steam to mobile to digital console, we will share an insight into best practices and the biggest failures encountered along this path through concrete case studies and subjective insights.
Serious Play: How to use gamification to boost employee and customer engagementPete Baikins
Lunchtime talk on gamification giving an introduction to the neuroscience and psychology behind it, along with some interesting examples. Talk given by Pete Jenkins at VR and immersive digital experts MAKE [REAL] in Brighton UK on 1st July 2019.
Mobile games that scratch the humor itch. We create and publish humorous mobile games by partnering with world-renowned brands and top developers in their genre. This enables us to launch games cheaper with increased probability of becoming a Top 100 earners in the app stores.
The Business DNA Pyramid for Game-changers: "Don't Just Improve. Change the G...Rod King, Ph.D.
There have been many world-changing organizations in the past. And there are many world-changing organizations at present. Examples of world-changing organizations include Apple, Google, Amazon, Facebook, and Twitter. But how are world-changing organizations created? How does an individual or a team move from an idea to a world-changing business?
The world of business literature is full of books providing frameworks that explain how world-changing organizations are created as well as operate. Popular frameworks and tools include the following:
* James Collins & Jerry Porras's Core Ideology-Envisioned Future Framework in their "Built To Last" book
* Simon Sinek's Golden Circle in his "Start With Why" book
* Michael Porter's Competitive Strategy in his book "Competitive Strategy"
* W. Chan Kim & Renee Mauborgne's Blue Ocean Strategy in their book, "Blue Ocean Strategy"
* A.J. Lafley & Roger L. Martin's Strategic Choice Cascade Framework in their book, "Playing to Win"
* Robert S. Kaplan & David P. Norton's Balanced Scorecard in their book, "The Balanced Scorecard"
* Alexander Osterwalder & Yves Pigneur's Business Model Canvas in their book, "Business Model Generation"
* Eric Ries's Vision-Strategy-Product (VSP) Pyramid and Build-Measure-Learn (BML) Loop in his book, "The Lean Startup"
In spite of the proliferation of tools that describe as well as predict how world-changing organizations are created, the frameworks and tools including those above hardly reference or "talk" to each other. The result is a piecemeal approach to describing and building world-changing organizations. The consequence is the high failure rate of about 90% of startups that attempt to create world-changing products, services, and/or organizations.
In contrast to previous approaches, this presentation introduces a holistic framework - Business DNA Pyramid - that features 3 game-changing DNA questions that can be used to comprehensively explain as well as build world-changing organizations starting from just an idea. Despite the simplicity and coherence of the framework of the Business DNA Pyramid, building a world-changing organization is complex in reality. However, answering the 3 DNA Questions, which involve vertical and horizontal integration of the DNA (Design; Needs; Aspirations) of an organization, would facilitate the creation of world-changing organizations.
Hopefully, the transparency, scalability, and common visual language of the Business DNA Pyramid would help entrepreneurs, startups, and established organizations to effectively and efficiently achieve their world-changing visions. And certainly, our world would be a much better and happier place.
What do you think?
GDC China 2014 Slides: Unlocking World Game Markets From ChinaCharlie Moseley
What makes 95% of games developed in China unable to find success overseas? Learn the secret to unlocking worldwide markets from China in this session delivered by the Creative Director of one of China’s most successful game developers, Tap4Fun.
From game design and production, to localization and marketing, this is a comprehensive overview of the necessary ingredients you’ll need to overcome China’s cultural borders and take on the world.
Scaling games with performance marketing / Daniel Rysan (SuperScale)DevGAMM Conference
Every single year our performance marketing space is changing a lot, that's why we need to keep our strategies up-to-date. From the general rules in today's market and how to scale your app through performance marketing, when it's the right time to expand with more marketing channels and what are the most important metrics to keep in mind. In the next part, we will also cover how to decide if we are successful or not and when you know you are making good decisions.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The Forgotten Secret Weapon of Digital Marketing: Email
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It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
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• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
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1. Real content is king
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It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
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When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
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Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
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The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge
Vgame marketingclassslides
1. A behind the scenes look at industry standards and trade secrets
B y J a c k D a l r y m p l eC a p A n d C u t . c o m
/v/ Game Marketing • By Jack Dalrymple 1
2. o Lead Video Editor, Technical Director at WB Games’ Turbine Studio for 10 years
o Over 265 trailers and marketing videos with over 9 million views online
o SVP Marketing for Ape Law and Bit Fry working on Albino Lullaby and TBA
o Founder of Cap And Cut, a Boston based trailer house and creative design studio
About Jack Dalrymple
C a p A nd C u t . c o m/v/ Game Marketing • By Jack Dalrymple
2
3. Brand vs Marketing
What is Brand?
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
3
4. Brand Determines Loyalty
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
Brand an idea -
Message and
Reputation
Marketing is big
data driven - a
product pitch
m e a s u r e d
against sales
4
The brand is ultimately what determines if
you will become a loyal customer or not.
The marketing may convince you to buy GTA,
but it is the brand that will determine if you
will buy every single game Rockstar Games
will make for the rest of your life.
5. Marketing Vs Branding
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
5
Source:hermesservicesgroup.com
6. A move From Hope to Faith
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
6
7. Under the Marketing Umbrella
What is Marketing?
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
7
8. Marketing 101
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
Everything Leads to Sales
R&D– Focus Groups or Common Sense…
Make What People Want!
Ads – Print, Web, Content, Social
Promos – Bundles and Sales
PR – “The Story” Can Go Farther Than an
Ad and Ads Can be Part of the Story
8
9. Marketing Related to Games
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
Place is decided
by platform and
distributor:
PC • Mac • Linux
SteamOS
PS4 • Xbox • Wii
Wii U • OUYA
Android • iOS
Google Play
Facebook
Humble Bumble
IndieGameStand
9
4P’s of Marketing
Product – R&D and Development
Price – Depends on the Market
Promotion – Bundles and Sales
Place – How and Where You Distribute
10. Game Monetization Funnel
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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MUSTREADSource:http://bit.ly/BreakingIntoSocialGaming
11. How To Get Fans
What makes a game successful
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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12. Press Kit Starts with Description
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
Press Kit
Description
Press Releases
Trailer
Screenshots
Demo
Links (website,
social media, past
press)
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Develop the Game’s Description
1. Start with Word Cloud
2. Group Similar and Consolidate
3. Polish and Make Concise
Use This to Create One Sentence, One Paragraph
and One Page Descriptions
13. Press Release
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
13
FOR IMMEDIATE RELEASE
Headline
Subhead
City, State – Date - Lead Paragraph w/ links
Body (game description)
Quotes
Call to Action w/link (format is http://www.)
Broilerplate with links (format is http://www.)
###
Contact
14. On PRLog Select this to Get Featured:
PR Distribution
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
14
Post in Order:
1. http://www.prlog.org
2. http://www.gamespress.com
3. http://www.gamerelease.net
15. Get Coverage – Who?
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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o YouTubers
o Twitchers
o Podcasts
o Blogs
o Press
16. Get Coverage – How?
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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Hey! I wanted to shoot you a quick note because I loved your
article on [similar game]. I'm with [Company] and we are making a
[type of game] game named [Whatever]. Would you like to check
out the demo? Here is a link to our Press Kit [link] and a couple
articles written about us [link, link, link]. We would love a review
or article from you, but even if not I would still be happy to send
you the demo.
17. Engage With Your Fans
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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Don’t just be a shill, actively
participate and talk to people.
o YouTube Channel
o Tumblr Blog
o Facebook
o Twitter
o LinkedIn
18. Hashtags
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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Always use: #indiegamedev #videogame
Always use: @names
Follow a Schedule
o 2PM WED - #IndieDevHour
o THUR - #TBT
o FRI - #FF
o SAT - #ScreenshotSaturday
o SUN - #SoundtrackSunday
19. Feed the Beast And Announce
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
Content Marketing – Content is King
Blog Posts – Developer Updates
Concept Art
Screenshots
Videos (Shows, Teasers, Trailers, Dev Diaries)
Playable Demos
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20. Content Creation
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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All 3 Does Not Exist
Good & Fast = Not Cheap
Fast & Cheap = Not Good
Cheap & Good = Not Fast
21. Get Featured In Store
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
21
10,000% Increase in Sales when Featured!
How? MAKE SOMETHING REMARKABLE
Reach out, but if the game isn’t unique and
amazing it won’t matter.
22. Trade Shows
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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o Press
o Exposure
o Feedback
o Awards
23. Ads… Maybe not
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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Ad Return is Minimal – Focus on Social Media, Blogs, and Press
“Every AAA Indie Game has a Long-Term Slow-
Burn Grass-Roots Awareness-Building
Campaign” ~ Chris Hecker of Spy Party
In special cases direct advertising on blogs can open communications for getting features
written by the site.
24. The Difference That Money Makes
What AAA Has That Indies Don’t
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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25. Getting Funding For Development
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
Green Light Pitches
25
Executive meetings with
parent company to either
gain continued project
funding or immediately stop
development. Pitches take a
significant capital investment
and months of preparation.
26. C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
The Org Chart
26
VP of
Marketing
PR Director
Community
Managers
Marketing
Director
Brand
Managers
Associates/
Specialists
Creative
Teams (Web/
Video)
Producers
Artists
VP of
Development
EP
Producers
Artists/
Programmers
27. Who Makes What?
Ad Agency
PR Agency
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
Create Key Art & Ads
Secure Editorial (free) Coverage
27
Trailer House
Internal Artists
Teasers & Trailers
Tweaking Agency Assets
28. Champion/Challenger Strategy
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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100% Data Driven
System is compounded exponentially for
each ad in combination with a landing page.
Round 1 Round 2 Round 3
New
Champion
Challenger
Challenger
Challenger
Challenger
Challenger
Champion
Old
Champion
Opinions Do
Not Matter
The Winner
Wins
29. C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
Tracking Pixels
29
30. Research
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
Larger developers have been
known to market-test their
games to destruction.
30
Costly Large Scale
Focus Groups and
Biometric Playtesting
Followed by Both
Marketing and Game
Design Changes
31. $$ Gets Everyone Their Own Hat
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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Don’t Steal Other People’s Hats
Be Helpful when You Can
Do Your Job Well
Be Mindful of Your Place
Accept Your Roll
Choose Your Battles
32. Indie Vs AAA – Pros of Both
Learn a Wider Variety of Skills and Jobs
More Freedom and Less Approvals
Small Chance for a Huge Payout
Easier to Break Into
Super Hone Specific Skills of a Single Job
Talented People to Learn From
Consistent Paycheck
Looks Amazing on Resume
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
Indie
AAA
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33. What is There? How has it Changed?
Video Content
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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34. Types of Marketing videos
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
o Pitch Videos: 60 – 120 seconds (30 second cutdown)
o Ingame Cutscenes: 15 – 30 seconds
o Developer Diaries: 180 – 240 seconds
o Viral Videos: 30 – 45 seconds
o Teasers: 15 – 30 seconds
o Trailers: 90 – 150 seconds
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35. The Evolution of the Trailer
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
Cuts Per Minute
As time goes on
t h e r e i s a
consistent rise
in the number of
cuts per minute
in trailers, due
to the increase
in audiences
ability to quickly
c o n s u m e
content.
35
Interactive Source: http://www.wired.com/2013/06/online-trailers-cuts/
36. From Preproduction to Compression
Making a Game Trailer
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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37. C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
The Story Arc
37
38. C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
The Trailer Arc
38
39. Preproduction (Before Shooting)
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
1. Develop script around features/limitations
2. Make a storyboard or a shot sheet
3. Get tech into the game and loadfiles built
4. Get a solid build and lock it
5. Ingame location scouting
6. Ingame character creation
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40. Production (Filming)
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
Setup
o Use best graphics card
o Fraps Settings: 30fps, Full-size
o Game Resolution: 1920x1080, Music: Off, SFX: On
o Test first clip and verify audio is recording and resolution is correct!!!
Shooting
o Move smoothly when operating camera
o Cover all shots from multiple angles
o If using actors: “No jumping!”
o Check shots off shot sheet
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41. Postproduction (Editing)
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
o Research sample trailers
o Find placeholder or final music
o Cut trailer to music
o Use “FPO” slugs
o Develop/buy/steal titles and logo stings
o Expect to have some pickup shots
o Do mographs last or inside of downtime
41
42. Presentation is everything
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
42
Quality is king
9 out of the top 10 YouTube videos per year
are high quality & professionally produced.
Video is the Face of Your Game
The trailer or marketing video will
likely be the only interaction the
audience has with your game, So
show it off in it’s best light.
43. Shot killers
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
X Clipping
X LOD’d deco
X Bad or flickering textures
X Horizontal tearing
X Bad or repeat animations
X Bad angle or composition
X Sudden camera movement changes
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44. Tricks For Editing
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
1. Find the right music
2. Get best shots on the timeline
3. Open with hits and dips to black
4. Use 3 acts with varied pacing in action
5. Use flash frames for action transitions
6. Exploit the rise at the climax
7. Never resolve the story
44
Finding
Music
95%
Editing
5%
E di to r ’ s H u m o r
46. Compression Settings for Upload
Basic Video Settings:
Width: 1,920
Height: 1,080
Frame Rate: 29.97
Field Order: Progressive
Aspect: Square Pixels (1.0)
TV Standard: NTSC
Profile: High
Level: 5.1
Checkbox Render at Maximum Depth
Bitrate Settings:
Bitrate Encoding: VBR, 2 pass
Target Bitrate [Mbps]: 20
Maximum Bitrate [Mbps]: 35
Basic Audio Settings:
Audio Codec: AAC
Sample Rate: 48000 Hz
Channels: Stereo
Audio Quality: High
Bitrate Settings:
Bitrate [kbps]: 320
Advanced Settings:
Precedence: Bitrate
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
Video
Audio
46
Premier Export Settings
Format: H.264
Preset: HD 1080P 29.97
Checkbox Both Export Video and Export Audio
Just Above Export Button
Checkbox Use Maximum Render Quality
Note: Make a version with Video Target Bitrate [Mbps]: 14 and
Audio Bitrate [kbps]: 192 for the Press Kit.
47. The Press Kit, PR and Marketing
So Now What?
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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48. Press kit checklist
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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o Screenshots – 6 to 12 screenshots of the best of the best of gameplay.
o Video - Embedded YouTube and links to hires download.
o Playable Demo – A must have to request press coverage.
o Past Press Coverage - Every time someone writes a favorable blurb about your game, update
your kit.
o Game Info sheet - One page about the game and the team.
o Fact Sheet - Links to your website, dev blog, Twitter and Facebook accounts, as well as your
email address.
o Logos and Awards – Tastefully use your logo and if you get awards add them.
o Use presskit()
Partial Source: http://gamedev.tutsplus.com/articles/business-articles/promoting-your-indie-game-checklist/
49. PR and Marketing Resources
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o Marketing Your Indie Game: http://is.gd/Rt0pxo
o An Indie Game Developer's Marketing Checklist: http://is.gd/a6217g
o How to Format a Press Release: http://is.gd/wAWHxM
o How to Annoy a Games Journalist with a Press Release: http://is.gd/r361Q2
o Free Press Release Distribution Sites: http://is.gd/AoXK8O
o TIG Forums Topic: Press Release Distribution Services: http://is.gd/35Sx0c
o 20 Tips for Indie Game Developers Using Social Media: http://is.gd/UCjs9C
o PixelProspector.com's The Big List of Indie Game Marketing: http://is.gd/cfd16B
o Market Your Indie Game on a $0 Budget (Presentation): http://is.gd/C2K5oI
o Using YouTube to Market Your Indie Game (Presentation): http://is.gd/gl3HRD
o Developers: Stop Being Shit - Indie Game Marketing (Presentation): http://is.gd/S0EG9X
50. Remember: Presentation is Everything
Questions And Answers
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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