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Marketing On A Shoestring. What How Where & WHY!

In which we introduce the 'real world' to those who choose to create videogames for fun and profit.
by

Brian Baglow

on 27 July 2013

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Transcript of Marketing On A Shoestring. What How Where & WHY!

What, How, Where & WHY?
Brian Baglow
Information Dynamics
brian.baglow@infodynsystems.com
@flackboy

#dare+
#awesome

Who Am I...?
NOT A PR Person...
Joined DMA Design In 1994(ish
as a 'writer'
Discovered I am quite good at communicating
Since then I've worked with...
Take 2
Rockstar
Digital Bridges
Indoctrimat
Worked with over 100 companies in six years
Including
Games
Technology
Mobile
Digital Media
Television
Music Industry
Pornography
www.scottishgames.net
On Sale NOW!
www.scottishgames.net
http://bit.ly/baglowrant
NSFFWMF!
What is marketing?
Marketing is communicating externally
Formal:
Advertising,
Public Relations
Informal:
Blogging,
Social Media

and...?
Game Name
Choice Of Genre
Presence At Industry Events
What About
Your GAMES?
Why Do Marketing?
Achieve Your Business Objectives
Sales
Downloads
New Business
Funding/Finance
Talk To People
Talk To
EVERYONE!
As EARLY As
Possible
But Briiiiaaaaaan...
If we tell people what we're doing, they will immediately steal our AWESOME ideas, copy them, beat us to market and make all our MONEYS! We'll end up homeless and alone, giving handjobs to strangers for loose change and dying alone and friendless, in a bus stop, in the rain. With a pigeon pecking at our filthy socks and corrupt policemen selling our twisted corpse to the local perverts home...
Until you sell 100,000 copies, nobody cares about you, or your game...
The Media
Need NEWS
Interested In New Games
Understand you
Print: Long Lead Times
OPPORTUNITIES
News
Previews (WIP)
Review
Something of
a problem...
Do your work UP FRONT!
Start talking as
early as you can...
Don't fear
announcing
changes
It will help you
find your voice!
It encourages a 'culture of communication'
Identify things worth talking about
Get Excited about
your game...
"We are reasonably confident our game will meet many of your basic expectations."
OMG FUCKEN
AWESOME!!!!11
If YOU can't get excited about your game. Why should anyone else?
It's NOT all about press releases
The Basics...
Make It EASY For People To Write Nice Things About You
Who Are You?
What Is Your Game?
Where Can I Find More?
Press Kit
Company Logo
Company history/boilerplate
Back Catalogue
Press Coverage
LINKS
Contact Information
Social Media Links
Pictures Of Your GOD DAMN FACE
Artwork
The Games Media Lives Or Dies On MEDIA...
Concept Art
Wireframes
Test Models
Character Designs
Textures
The more material you give the media,
the more coverage you can achieve...
You
Have
LOTS
However!
Your website is
NO LONGER ENOUGH!
Tag it,
share it,
link it
How do I find journalists?
Visit the website.
Contact Us
About Us
Ask.
Nicely.
Prioritise
"OMG! We just totally got bought by Google!"
"We are moderately satisfied about this product / announcement / deal that those guys just did."
Would YOU be interested?
Become A
'Thought Leader'
Take a step back.
Write about issues
facing the wider
industry.
Start On YOUR
OWN Blog!
TELL PEOPLE!
The Most INCREDIBLE Thing About Social Media?
How Many People Are Getting It WRONG!
Social Networks Are NOT
Like A Website...
They can provide depth
and subtlety to your marketing
Whether you like them or not,
they have fundamentally changed
the way people access the Internet.
You need to be on them, otherwise you are missing part of your audience...
You can't just create
a profile and consider
Social Networking Done!
You have to
ADD VALUE!
Be interesting,
Fun, exclusive or
friendly...
Ask yourself: Why would ANYONE visit and 'like' your page?
Or you are removing yourself from any
opportunity to control what happens
A LIKE or a FOLLOW
Is Simply STEP 1
Your information will appear in their feed...
Find your
own level..
Cross Post
Share Interesting Things
Speak Directly To People
How do I find people on
these social network things?
1) Find someone similar
2) Visit their Twitter Account
3) Pillage
4) Repeat
Hint: Share ALL press coverage via your social networks...
EVERYTHING you create
for your game is marketing...
POLISH IT!
Name
Logo
Screenshots
Icons
Every
single
word
you write!
Where will people see you
or your game?
Are You Still EXCITED?
Are you making
them excited?
Like, Rate, Rank, Share.
There's No
WRONG Way...
One Simple, easy-to-remember rule
You've
Already
DONE
THIS!
Brian Baglow (@flackboy)
Information Dynamics (@infodynsystems)
brian.baglow@infodynsystems.com

http://bit.ly/baglowrant
Still ON SALE NOW!
The Harsh
Reality...
Problem!
Music: titles on Spotify now taking 12-18 months to break.
The media you KNOW is
entirely eclipsed by the
people you don't know
You've already got excited and enthusiastic and passionate about something you really, really, love and told your friends, started a blog, tweeted a link, or gone to a BAD place...
1. Gamespress.com
2. Appromoter
Marketing On A Shoestring
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