In the next year, Valve Software will enter the console market. The two main goals will be to interact with the community in order to gain the awareness and support, and to successfully introduce the new product.

1. VA LV E S O F T WA R E
ONLINE MARKETING CAMPAIGN
Tina Kovacova
MBA 563

2. EXECUTIVE SUMMARY
In the next year, Valve Software will enter
the console market. The two main goals
will be to interact with the community in
order to gain the awareness and
support, and to successfully introduce the
new product.
"One of our goals was to combine highend power with a living-room-friendly
form factor. Another was to help us test
living-room scenarios on a box that's as
open as possible.“
- Gabe Newell
The online marketing campaign will consist
of several elements, such as Steam
platform advertising, launching event
coverage, selected social media such as
Twitter, Instagram and Tumblr. This
presentation focuses on Steam platform
advertising, leveraging the community and
resources already within the Valve’s
ownership.
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3. CONTENT

Company Overview

Product Overview

Target Market

Campaign Overview

Campaign Highlights
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4. COMPANY OVERVIEW
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5. VALVE IS A CREATOR OF WORLD’S LARGEST ONLINE GAMING PLATFORM, GAME DEVELOPER
AND PUBLISHER, CURRENTLY ENTERING THE CONSOLE MARKET. VALVE SOFTWARE HAS UNIQUE
CORPORATE STRUCTURE, NO FROMAL MANAGEMENT OR EMPLOYEE RANKING.

Privately owned

65 million registered users

Over 25 million active

100% year-over year growth for past six years

70 to 400 employees in 7 years

Estimated value $2-4 billions
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6. VALVE SOFTWARE IS COMPETING IN SEVERAL DIMENSIONS. AS A GAME
DEVELOPER AND A SOFTWARE PUBLISHER (IN A FORM OF CONTENT DELIVERY).
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7. PRODUCT OVERVIEW
STEAM MACHINE
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8. STEAM MACHINE IS THE NEXT PRODUCT IN VALVE’S PIPELINE, RELEASE PLANNED IN 2014.
WITH STEAM MACHINE BEING RELEASED, VALVE WILL START COMPETING WITH
MICROSOFT’S XBOX ONE AND SONY’S PLAYSTATION 4.
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9. TARGET MARKET
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10. A TYPICAL GAMER PROFILE
Young men playing first-person
shooters (FPS) and similar types
of games, wanting highprecision aiming (similar to
gaming mice quality) and highend graphics as well as high
frame rate while playing games.
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11. MARKETING CAMPAIGN OVERVIEW
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12. FOR THE MARKETING CAMPAIGN FOLLOWING ELEMENTS WERE CHOSEN TO
BEST DELIVER THE MARKETING MESSAGE TO THE CUSTOMERS
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13. CAMPAIGN HIGHLIGHTS
STEAM PLATFORM
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14. DIRECT IN-STORE ADVERTISING CAMPAIGN
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15. USE OF FRIENDS ENDORSEMENT AS AN INCENTIVE TO PURCHASE.
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16. CUSTOMISED OFFERING – SOCIAL LISTENING AND DELIVERING SOFTWARE
ACCORDING TO THE REQUESTS FROM COMMUNITY (SUCH AS FREE-TO-PLAY).
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17. AFFILIATE MARKETING – ACHIEVEMENTS TIED TO OWNING STEAM MACHINE
TIME INVESTED IN BUILDING A ‘NAME’ (REPUTATION) IN A GAMING
COMMUNITY
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18. PAIRING UP WITH ADDITIONAL PERIPHERALS – OCULUS RIFT
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19. THANK YOU
Tina Kovacova
kovacova.sk@gmail.com