HET234 – Journal Entry Week 9

Presenter

Martin Wilkes - mart...@addictiveagency.com.au

Presenter Outline
Martin talks about how important marketing is in the game industry.

How does the topic relate to the Games Industry?
Marketing is the only way of “cutting through” the competition and getting a release into the hands of people who want to purchase it. Minecraft had little obvious marketing activity, however with word of mouth and news stories the developers took a slightly different approach. By identifying Australia as a small market has a loud voice paid off when the USA and UK boosted sales.

By informing your customer that your release is available and what new features it hold makes advertising a marketing tool. Public relations (PR) is more about being nice to the right people this translate to writing nice things about you.

An independent (indie) group of 3 should consult their marketing and business plan rather than going straight to market. Having screen shots and demos ready is one thing, remaining focused on cash is the goal. Having quality work is very important and settling for 8/10 is not enough.

Getting the game ready for release:

• Name
• Description
• Demonstration
• A strong article
• Video
• Images / screenshots

A press release is a hook to expose what your product is. It should include a zip file containing plain text, video and images. Now you’re ready to refer back to your previous PR networking connections. Having these items greatly helps when getting initial feedback before the official press release.

Launching locations:

• Gamespot
• The age blog
• Game arena

If you get a bad response, follow up and ask why! Don’t just release without the green light from at least a single critical response. The Australian market is a sharing group of people; find someone who is going to point you in contact with good people. Get feedback before going into a formal review.

Working on the press release, use the 120 days countdown and get the print marketing sorted first then move to get a review from someone senior. Creating exclusives is the kick back journalist get when your product is a success as they get recognition for being first to find you. Make sure thorough usability tests have been completed. By this time you have your plan, use this time to get your website up. Once you have release you need to contact and follow up with people that need to know, especially people that are taking an interest.

Newspapers are probably the biggest medium however are only valid for the day, although magazines are less supporting they exist much longer with 30 days of read time. The concern with Facebook is that the title needs to be charged to the purchaser. People who pay for games spend more on in-game purchases, those who don’t wont. Having a Facebook page is the easiest way to market, building a market is harder. Facebook is free although takes much time to produce results. Make sure to delete negative feedback, forums also have ability to kill enthusiasm. It may be easier to just pay for people to like it through advertising.

Big exhibition events such as GDC have media lists, obtain these also from Google, then start cold calling. Most Journalists that write for iPhones are juniors and while there is approximately 15 websites for Iphone it is increasingly difficult to publish on these.

Manage where your press releases go. Management of conversation is a huge task, people who put the effort in to reply will get more interest. Feedback is important however if those comments start to add up to a page-full of negatives, you need to avoid this by addressing the first issue as it arises rather than letting them pile up risks losing any credibility. Getting media clout helps enforce the power of positives, these journalists and their affiliates will be more inclined to support you. Don’t argue with people as there is a lot of people that talk shit for no reason.

The work flow for an indie releasing a title for free should include around 6 additional sub-releases so that way you keep customers in the loop and up-to date. At the same time as development write the press release article, then as you approach the final version to release (free or pay for purchase) you will be able to up sell add-ons for example different ships and guns and the 99c cost of purchase. Consider $6.99 for unlimited updates. Martin used the “Don’t flog a dead horse” when explaining the importance of moving onto the next project. Reward customer loyalty helps strengthen the brand and product, with an eye on the horizon to potentially franchise the game so that everyone buys it globally after EA picks it up and releases for you. While Martin speaks of high ideas he has no doubt brushed alongside many successful people and has obviously gained great practical knowledge, his positive nature brings relief to the low morale of budding game development students.
How does the topic relate to my own ambitions in the Games Industry?
The use of a company globally is important, rather than locally as a sole trader. So when it comes to leaving university and doing work its probably best to setup a company if you have a clear purpose otherwise it will distract away from your primary objective. The company name is not as important as focusing on the product, not as much as the business structure.

University with its deadlines is a great motivator to get the white sheet of certification, however I feel the indie world would require great dedication, discipline and ambition. The payoff is a fulfilling career that is within your control.

Bridh Athanatos