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Marketing in the Age of Microtransactions

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J
Julien Wera

This presentation was given at the Evolve 2011 conference in Brighton and is focused on the best practice to market and promote free online games funded through microtransactions.

EmpresarialesNoticias y política
1 de 31
 
Marketing in the Age of Microtransactions Julien Wera - ICO Partners
Who is speaking ? ,[object Object],[object Object]
Free-to-Play Model ,[object Object],[object Object],[object Object]
Free-to-Play vs. Retail Model ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Retail Intermediaries Dominated by publishers Game as a Product Launch effect Sequels/Franchises Blockbuster-driven Etc.
Free-to-Play Model ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Free-to-Play Marketing : The Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing/Advertising ,[object Object],[object Object]
Data-Driven Marketing ,[object Object],[object Object],[object Object]
Uncreative Data-Driven Marketing Without creativity : it works, it’s relatively safe, but it won’t differenciate you from the competition.
Creative Data-Driven Marketing Data-Driven + Creativity : Data gives you the foundation, of your marketing, creativity brings this little extra that will make you special.
Data-Driven Marketing ,[object Object],[object Object],[object Object]
Ex : Marketing Budget PC F2P
Marketing/Advertising ,[object Object],[object Object],[object Object]
Marketing in Traditional Model
Free-to-Play vs. Traditional Model
Free-to-Play vs. Traditional Model
Long-term Marketing ,[object Object],[object Object],[object Object],[object Object]
Marketing/Advertising ,[object Object],[object Object],[object Object],[object Object]
Evolve… or else
Flexible Marketing ,[object Object],[object Object],[object Object],[object Object]
(Not a valid business strategy)
PR for Free-to-Play Games ,[object Object],[object Object],[object Object]
Ex : League of Legends
Ex : Battlefield Heroes
Community Management ,[object Object],[object Object],[object Object],[object Object]
Talent is Key ,[object Object],[object Object],[object Object]
And also… ,[object Object],[object Object],[object Object]
Ex : F2P Titles at Retail
Conclusion ,[object Object],[object Object],[object Object]
Thank you! ,[object Object],www.linkedin.com/in/juwera www.icopartners.com/blog/ www.facebook.com/icopartners @icojul

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Marketing in the Age of Microtransactions

Notas del editor

  1. Pre-launch for Pre-Orders and to maximize the launch. Focus on the « launch effect » because of the limited retail space. Then do nothing, except sometimes on DLCs.
  2. « Launch effect » is usually negative : at « launch » (Open Beta), a game is rarely stable enough to properly retain and monetize users Userbase is built over time, on the long run
  3. Bumps for expansion launches and specific push Marketing spendings grow along with the revenue Requires ongoing optimization and testing
  4. Anybody can organize events, but it’s up to the studio to make them newsworthy through assets, creative communication, etc.
  5. Marketing is a lot of money to put in the hands of the wrong people Young people with no preconceptions might be more effective than expensive old-wolves with the wrong habits
  6. Can be interesting for communication and visibility, but shouldn’t be a focus, and will only represent a very small share of your userbase.