| IntroductionA marketing plan might sound something | | | | gamers". 6-year old kids play differently compared to |
| awfully hard to do for a game developer, but to briefly | | | | 15- or 30-year old players. Females and males have |
| put it: the marketing plan is your flightplan on how to | | | | different needs and wants for games. In Japan , they |
| get your game to your players. The contents of a | | | | favor different kinds of games than in Germany. It's |
| marketing plan can be divided into several sections. A | | | | your job to define the market segments, and decide |
| strategic plan or the company's business plan will | | | | which segment (or segments) you choose to target |
| describe the company's strategic objectives. The | | | | your marketing.There are several ways to segment |
| marketing plan will focus on those major objectives, | | | | the consumer market. The four common marketing |
| and how to reach those goals.You don't have to have | | | | segmentation variable types are: geographic (most |
| tens of pages long marketing plan that you will never | | | | likely world region or country, but also cities), |
| use. It's much better to have a short plan that you use. | | | | demographic (age, gender, education, religion, |
| Use your computer's desktop wallpaper or a one page | | | | occupation, income, family size), psychographic (social |
| printed plan where you put the marketing plan: goals, | | | | class, lifestyle, personality) and behavioral (casual to |
| actions and notes. Then use and refine the | | | | heavy user, attitude towards service, loyalty towards |
| plan.Contents of a Marketing PlanThese sections of a | | | | company, awareness stage, attitude towards product, |
| marketing plan are listed below.[1] Goals | | | | genre, favorite games). Also the technical aspects |
| [2] Distribution | | | | (speed of Internet connection, age of computer) could |
| [3] Product | | | | be included in the segmentation.After you have chosen |
| [4] Promotion | | | | the segments, you position your marketing message. |
| [5] Website | | | | Positioning is arranging your whole market offering in a |
| [6] Demo | | | | way that it distinguishes your product. If you position |
| [7] Measurement | | | | yourself as offering the lowest price for young |
| [8] Maintenance | | | | strategy gamers then the market message is much |
| [9] Refinement1. Goals - Make Sure You Know | | | | different than if you try to get offer high-quality, |
| Where You Are HeadingGoals define where you are | | | | non-violent games for very religious players.After you |
| going. In an indie marketing plan, you can start by | | | | have selected your target segments, you need to |
| choosing the goal for the desired income. Then, you | | | | reach those audiences in different ways. Here's a list |
| continue by adding the goals for sales, downloads, | | | | of promotion efforts you might want to consider: major |
| conversion rate, and the price for your product. Let's | | | | download sites, advertising, press releases, PAD |
| assume your goal is to make $50.000. The pricing of a | | | | services, magazine reviews, website reviews, news |
| game may depend on several variables. You might | | | | sites, other major websites, blogs, contests, |
| look at what others are using and settle for $19.95. Or | | | | nominations, affiliates, articles, forums, conferences, |
| you might try a bargain price and go with $9.95. Some | | | | banner ads, text link ads, link exchanges and |
| people have used $29.95. Depending on your game, | | | | newsletters. There are also very creative options such |
| the company's profile, target market, you might price | | | | as advertising banner in your own car back window or |
| your game differently. It's worth noting that you might | | | | leaving demo CDs in busses - so use your |
| want to adjust the price later. Maybe you realize that | | | | imagination.Depending on your distribution channel |
| $9.95 is too low and go with $15.95 and still get the | | | | options, the promotion could be totally handled by the |
| same number of sales. But for starters, let's assume | | | | parties you are dealing with. If you sign a publishing |
| you use $19.95 as the price of your game.The | | | | deal, then you can expect the publisher to take care of |
| eCommerce provider gets about 10% of each sale, so | | | | the promotion.Edoiki promotion effortsEdoiki aims to |
| the actual profit for you per game would be about $18. | | | | please board gamers and non-casual gamers, players |
| To make $50.000 you would need about 2800 sales. If | | | | that are addicted to the online multiplayer game |
| you assume that one out of hundred players purchase | | | | experience, and look for games where they can |
| your game, then game's conversion rate would be | | | | challenge their friends. These gamers don't necessarily |
| 1.0%. The rule of thumb could be that very targeted | | | | have a favorite genre, their main goals is to play with |
| games receive higher conversion rates, up to 2%, 3% | | | | friends - as long as the game is good. They are over |
| or even 5% while more generic games, or games with | | | | 20 and mostly male. Their income level is more than |
| severe competition may receive a .1% - .5% | | | | $10,000 yearly and they can spend $20 or $30 easily |
| conversion rate. That means about 1-5 sales per 1000 | | | | for entertainment now and then. Our players own a |
| downloads. Let's assume you try to get your game's | | | | high-speed internet connection (256 KB or better) or at |
| quality to such a level that you receive a 1.0% | | | | least a fast IDSN connection. Our players have at least |
| conversion rate. Now as you do some math you can | | | | basic understanding of the English language, they are |
| see that to reach 2800 sales you would need 280.000 | | | | interested in Japanese/Chinese mythology and know |
| downloads for your game.A goal wouldn't be a goal | | | | something about Eastern cultures.Edoiki will use several |
| without an exact date. Have an exact date for the | | | | promotion methods: Google Adwords targeted directly |
| goal. Split the goal in smaller divisions: months, quarters | | | | to board games, banner ads on multiplayer and similar |
| or years - or something that suits you best.Example | | | | online sites, multiplayer gaming forums, press releases, |
| marketing plan goals for Edoiki gameThe goals for | | | | newsletter announcements, major review sites, article |
| Edoiki are:* Direct Sales goal: $50.000 (after | | | | writing, community forums, PAD services, blogs, |
| eCommerce provider expenses)* Other Sales goal: | | | | entering the Independent Games Festival.5. The |
| $50.000 (after publisher/distributor expenses)* Total | | | | Website - Get Players to Download Your Game |
| Sales: $100.000Exact direct sales details:* Initial price: | | | | DemoThe indie game marketing plan lists what you will |
| $19.95* Conversion rate goal: 1.0%* Downloads goal: | | | | do for your website. Your website's main purpose is to |
| 280.000* Units goal: 2.800* Deadline: By the end of | | | | get people to download the demo of your game. That |
| 2007The quarterly download & sales goals for direct | | | | means your plan should include the steps you will take |
| distribution:* Q3-Q4/2006 - 600 units, 60.000 | | | | to enhance the website's marketing capabilities. If your |
| downloads* Q1-Q2/2007 - 1100 units, 110.000 | | | | site gets visitors that visit only the first page and leave |
| downloads* Q3-Q4/2007 - 1100 units, 110.000 | | | | without downloading, then you need to refine your |
| downloads | | | | website. The other reason for your website to exist is |
| 2. Distribution - Select the Right Channels For Your | | | | to get people to purchase your game. Make sure user |
| GameThere are several options for distributing your | | | | can access to purchase page within one or two |
| game. Indie and casual games tend to follow these | | | | mouse clicks.Edoiki websiteEdoiki website will use a |
| main distribution channels:* Direct website store* Retail | | | | virtual private server to handle traffic and make sure |
| stores* Portals* Content delivery systems* Publisher | | | | the system is online every hour of day. The website |
| channelsDepending on your company's strategy, your | | | | will present screenshots, player forums, contact |
| marketing plan might use more than one distribution | | | | information, company information and present clear |
| methods. An easy choice for direct selling would be to | | | | and easily distinguishable download and purchase |
| set up a website and concentrate on optimizing your | | | | buttons. The website won't use Javascript or font that |
| website.If you have a casual game, you might consider | | | | would make it hard to use the site. The headline of the |
| casual game portals. Different portals have different | | | | site will be tested and the game requirements, features |
| requirements for games. Here are some of the most | | | | and any other game-related hints & tips will be listed. |
| common portals: Big Fish Games, EA's Pogo, | | | | The site graphics will be polished by the game |
| Gamehouse, GameXtazy, GameZone, Playfirst, Real | | | | artist.The website traffic will be estimated and website |
| Arcade, Shockwave, Trygames, Yahoo Games. | | | | specific goals (the rate of downloads) will be refined to |
| Include the portals you want to target in your | | | | meet the download goals after initial number of |
| marketing plan and check the top 10 bestsellers from | | | | downloads are received.6. The Demo - Get Players |
| each portal. After you have gone through the list, you | | | | To Purchase Your GameYour game demo has only |
| have a better understanding on what kind of games | | | | one single goal: to close the deal, to get the player to |
| portals want and how you can improve your product | | | | purchase the game. It's very important to have a good |
| to meet their guidelines. Indies typically sell through | | | | demo version of your game that fills its purpose. If the |
| portals or through their own website, but retail stores | | | | conversion rate - the rate of people who purchase the |
| can be a valuable choice to consider. It is possible to | | | | game after testing it - is low, then you might need to |
| contact retailers directly but in some cases, it can be | | | | adjust your demo. Concentrate on following issues:[1] |
| very difficult or practically impossible. However, you | | | | Demo feature limitations: does the demo have limited |
| can make it so that it's easy for them to contact you. | | | | features (like less units, levels, powers etc.) compared |
| Set up your company website in such way that | | | | to the full version? Are you sure you are telling the |
| distributors can easily get touch with you. Arrange the | | | | player what he will get if he buys? Add nag screens |
| distribution options by country or by some other region. | | | | to both beginning and the end of the demo. Use those |
| If you want to contact some publishers, then go on | | | | screens to explain the limitations and benefits of |
| and make a deal. There are publishers that can deal | | | | purchasing the game.[2] Demo time limitations: time |
| with the retail stores.Besides retail stores and portals, | | | | limitation combined with feature limitations can be |
| there's always the publisher opportunity. There are | | | | advantageous: offer 15 demo launches or 60 minutes |
| many indie game publishers that can get a deal for | | | | of gameplay, or a 30-day period. Or try something in |
| you: some of the popular ones are Garage Games, | | | | between.[3] Guide the player to make the purchase: is |
| Indiepath and PopCap. All these companies provide | | | | it easy (within one or two mouse clicks) for player to |
| different terms, and your marketing plan can change | | | | purchase your game or enter to your game's |
| depending on the deals you make. If you commit | | | | purchase page? If not, adjust the demo.7. |
| yourself to creating an exclusive deal with some of | | | | Measurement - Be Aware of What's Going OnThe |
| the publishers, then you might not be allowed to sell the | | | | only way to make sure you are flying in the right |
| game through your website, thus making direct selling | | | | direction is to constantly check where you are heading: |
| options unavailable. Besides pure publishers, there are | | | | be sure to measure impacts of different modifications. |
| also content delivery systems available. Valve's Steam | | | | If you decide to change the price, promotion or demo, |
| is perhaps the biggest example and could be appealing | | | | be sure to measure the effects. Conduct an A/B split |
| to indies.Your marketing plan should tell you which | | | | test for your game price: try both a $20 and a $30 |
| channels you are going to use, and which ones you'll | | | | price to see which one works better. Offer a money |
| ignore.Edoiki distribution channelsEdoiki will be sold | | | | back guarantee and measure how it impacts sales. Do |
| directly through Edoiki website. Besides the direct | | | | you get more sales with different demo limitations? |
| websites we'll approach Mumbo Jumbo/United | | | | Test it. Do the sales increase if you offer a better |
| Developers and Tri Synergy to discuss retail channels. | | | | tutorial in game? Does it help to have nag screens in |
| There are other retail opportunities: Dreamcatcher/The | | | | the beginning and in the end of the demo?Be aware |
| Adventure Company, Cylon Interactive, Merscom, | | | | of where you are flying.8. Maintenance - Make Sure |
| MWR connected - some of them will be considered in | | | | The Passengers Are HappyYour marketing plan |
| the future, while some of them will be ignored.We will | | | | involves maintenance: how are you going to deal with |
| also contact a few publishers for a non-exclusive | | | | the customers and build such a relationship with your |
| deals. The first ones to target are Shrapnelgames, | | | | current customers that they come back and purchase |
| JoWood and Matrix Games. Edoiki will omit the casual | | | | from you again. Customer support could include FAQ |
| game portals, as the game is targeting a different | | | | lists, support databases, and automated emails. Your |
| audience.We'll also approach Valve and discuss the | | | | marketing plan should describe how you will maintain |
| distributing opportunity via Steam. | | | | the relationship with your customers. Will you use |
| 3. Product - Have Something to SellOffer a | | | | support forums or outsource your customer support? |
| high-quality product that people want to purchase. If | | | | Will you use customer relationship management (CRM) |
| the conversion rate is very low, then it might suggest | | | | tools? Will there be an online chat available for those |
| that your product simply doesn't offer enough quality. | | | | who purchase? Will you use blogs or newsletters to |
| Ask what players and other developers think about | | | | inform the players about your product updates?Your |
| your product and refine the product until you start | | | | marketing plan will tell you how you will deal with the |
| hearing that the only problem with your game is that | | | | relationship: it will tell you whether you let your publisher |
| "it's too addictive". Remember: the low conversion rate | | | | or portals handle customer support, or use all or some |
| doesn't necessarily indicate a bad product. Ask people: | | | | of the methods discussed earlier.9. Refinement - |
| if you hear comments that say that your product is | | | | Adjust Your Flight PlanThe last step in the marketing |
| fine but the website or the demo are poor, then forget | | | | plan is to refine the plan. Go to step 1 and adjust your |
| polishing the product and move on to the next step in | | | | goals. If you think your conversion rate is dropping to |
| the marketing plan.Make sure your product offering is | | | | .5% feel free to double the goal for download number. |
| in sync with your distribution strategy. If you are aiming | | | | As you double your download number goal you know |
| for the portals, make sure your game appeals the | | | | that you need to focus on more promotion rather than |
| portals and their players. If you are using retailers to | | | | optimizing the demo, website or product. On the other |
| get hardcore gamers to play your game, you need to | | | | hand, if you choose to refine the conversion rate, then |
| design your product for the retail store customers.4. | | | | you know that you should focus on the quality of your |
| Promotion - Make People Aware of Your GameThe | | | | game, demo or website rather than |
| next step in the marketing plan is to choose how to | | | | promotion.ConclusionsThe indie game marketing plan |
| get people information about your product. You need | | | | describes the goals derived from a company's |
| to make people aware of your game and either guide | | | | strategic objectives. The main idea for the marketing |
| them to your website for more information, or to get | | | | plan is to describe the goals, decide the actions |
| them to download the game through various sources. | | | | necessary to reach those goals, measure and |
| How you make the offer depends on the market | | | | eventually refine the plan as the production |
| segments your company has targeted. There are | | | | progresses.Author is the game producer at Polycount |
| different types of players, games and needs. "Casual | | | | Productions and writes daily game production resource |
| gamers" have different playing habits than "hardcore | | | | GameProducer.net. |