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