Did you leave a major studio to work on your first mobile game? Are you a veteran with many titles under your belt but no revenue? Did you ever have to deal with a PR firm that was clueless about games? If so, this presentation is for you :)

1. Mobile Game PR
A Candid Intro for Indies
Luis Levy

2. But first… Let’s talk about me
• Born in São Paulo, Brazil
• Arrived in the U.S. in 2004 to attend UCLA
• B.A. in Film & TV
• Worked as a tester at Activision and Treyarch on
AAA titles like Call of Duty and Quake
• Wrote two books (Play the Game / Game QA &
Testing [Game Development Essentials series)
• Working in PR since Jan 2008
• Co-founded Novy Unlimited / Novy PR in
May 2011

4. The Truth About PR
• There are no miracles
• Games should speak louder than press releases
• Developers should NEVER do their own PR
• PR is much more affordable than advertising
• PR is an investment
• Launching without PR is like flying without wings.
Unless you’re a rocket, you’re not going anywhere

5. …and miracles are not for everyone, anyway

6. The Basics
A launch requires the following:
– Press release
– Concept art
– Screenshots
– Trailer (or teaser + trailer combo)
– Wire service
– Media list + “blasting” software
– Responsive, personable
developers

7. The Mobile Conundrum
• Mobile games are a dime a dozen
• Literally thousands are released every day--most of them free
• Mobile journalists are: (a) underpaid; (b) overworked; or (c) both
• Securing coverage depends heavily on getting the basics right and
making a great game
• Even if a developer does everything in its power, a game might
still fail to take off

9. What to Look for in a PR Firm
• Beware of interns and non-gamers
– Certain agencies promise senior account
executives but instead put interns or junior execs
in charge
– Non-gamers are pacifists selling weapons.
They’re ineffective at best
• Don’t overspend
– NEVER use a huge chunk of the budget to pay for
an expensive PR program
– Set some money aside for PR early on. You’ll
sleep better at night thanks to a realistic budget
and save money in the process

10. Novy PR clients in this piece: Woo Games,
PlayScreen, Appy Entertainment

11. “Do”s and “Don’t”s
• DO talk often with the PR
rep via email or phone
• DON’T go rogue or go “off
the grid” for days at a time
• DON’T assume you’re
Steve Jobs or Mark Pincus.
Or God
• DO suggest ideas for
articles and promotions
• DO stick to deadlines

12. ErnCon (Android)

13. In Closing
• Getting the basics right is essential to have a
shot at making the game a hit
• Beware of shady PR firms with no experience
in video games and even shadier “publishers”
with grandiose promises and a taste for
revenue sharing
• Don’t overpay but don’t think PR work should
be free
• Make the best game possible. Bad games
sink launches
• Be nice to your PR rep

14. Stay in Touch
• Novy PR: www.novypr.com
• Stray Pixels (personal blog):
http://straypixels.tumblr.com/
• Twitter: www.twitter.com/AtmanRising
• Gamasutra:
http://www.gamasutra.com/blogs/LuisLevy/8619
27/
• Email: luis@novypr.com