Mountain Top Development (MTD) is marketing Nightfall, an action-strategy video game about surviving in a post-apocalyptic world overrun by darkness and monsters. MTD's plan is to target young men aged 18-23 in Irvine, CA through social media promotion and events. In year one, MTD will self-distribute on Steam and local shops, establish a website and customer relationships. In year two, MTD will partner with a large distributor like TikTok for influencer marketing to expand awareness. Projected sales in year one are $46,439 with a 2,995.93% ROI.

1. Distribution and Marketing Plan for
Nightfall
Mountain Top Development
Isamar Miranda Colón / Devon Dumond / Yu-Hsuan Yang
Nyah Spencer / Nicholas Sweet
EBBS Project & Portfolio V
Sunday, June 27th
, 2021

2. 2
I. Executive Summary
Mountain Top Development (MTD) is a marketing company that specializes in gaming and
mobile apps. MTD’s goals are to provide the developers of Nightfall the necessary support and
exposure in order to have a successful game release. Nightfall is an action-strategy hero video
game centered around a dystopian society that fights to survive from a devastating reality as an
endless darkness overpowers the world and the Nephilim patrol, hunt, and execute the loathsome
creatures of the deep. By following the provided marketing and distribution plan, the projected
net sales revenue is estimated at $46,439.00 with a Return on Investment (ROI) of 2,995.93%
based on profit projected by the close of the investment year. The primary target audience are
young men from the ages of 18 to 23. Specifically, they are juniors and senior in high school and
go all the way towards freshman to college graduate located in the city of Irvine, California. The
estimated annual income ranges from $20,000 to $61,000.
This plan utilizes a series of tools that enable interaction, connection, and brand/product
awareness. The Pre-Release includes interviews, interactive and non-interactive content, and a
campaign titled “Nightfall Unleashed” that focuses on dark, interactive content that allows
collabs with other creators to gain additional exposure and potential customers. During the
Release, the focus is to host live streams of the game. While the audience views the live streams,
polls will be sent out, to include game access to the random winners, this is to promote user
interaction and increase interest. Once the Post-Release Phase is reached, reviews and comments
about the game will be constantly monitored to understand the next step for Nightfall, since it
provides the necessary data to comprehend what customers liked and disliked about the game.

3. 7/1/21 3
II. Mountain Top Development
Mountain Top Development (MTD) is the best step to any current and aspiring game creators.
MTD consults clients on current and future works from demographics to publishing in order to
give their clients the best foothold possible in the market.
Leadership Team
Mountain Top Development consists of a team holding a multitude of talents to bring the best to
their clients. Devon Dumond oversees the strategic management for Mountain Top
Development based on experience at W&D Consulting. Isamar Miranda Colón oversees
the marketing department for Mountain Top Development based on experience at VTX
Entertainment. Nicholas Sweet oversees the public affairs department based on experience
at Republic Records. Nyah Spencer oversees the sales department based on experience at Best
Buy. Yu-Hsuan Yang oversees the distribution department for MTD based on experience at Full
Sail University courses in Business Management.
Company Ideals
The goal at Mountain Top Development (MTD) is to bring our clients the pride in their work and
make an impact in the industry. MTD is focused on expanding operations to handle more clients
while handling the ones we have currently. Far into the future MTD will have their own school
to teach people how to transform small gaming ideas into full businesses that reach the world.
Projects
The current focus of Nightfall has taken over our team’s time and we are excited to be a part of
it. Mountain Top Development has begun planning multiple paths for the client to choose from.
The future of Nightfall has success in any direction, but we at MTD are set on showing the
possibilities. Our public affairs officer has started reaching out and reviewing similar games to
discover what makes customers buy and request refunds. Nightfall can maintain a single player
setting progressing players through multiple missions, entities, and settings diving into lore and
NPC connections and MTD knows where to put the game and how to catch the customers eye.
Nightfall can choose for a multiplayer system bringing friends and strangers alike to combat the
shadows that go bump in the night and MTD has identified circles were testing this game and
opening for public acquisition has the greatest chances of success. Mountain Top Development
also knows that not every team knows what direction they will take in the future.
For this, research and marketing officers have discovered the best locations to make this game
available and how to let the customers know the game will change over time and try different
methods of gameplay. This route would allow Nightfall to stay flexible in choosing the future for
the one game or expanding into multiple games, all the while keeping customers interested and
up to date. In addition, MTD is focused and committed to work on future projects, such as a
sequel to Nightfall, mobile apps, and even another video game focused on Virtual Reality. This

4. 4
can broaden the spectrum of MTD’s services while providing developers the exposure and
support they need.

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III. Project Information
The Creative Team:
Þ Executive Producer:
o Carlos Lugo
Þ Producers:
o Tyler Rizzo, Daikee Jackson and Chris Kennedy
Þ Writers:
o Amanda Armstrong and Elizabeth Kaye Daugherty
Þ Level Designer:
o Christian Digges
Þ Lead Artist:
o Taylor Wise
Þ Sound Designer:
o Brandon Nieves
Þ Gameplay Programmers:
o Austin Bunker and Sebastian Rodriguez
Þ AI Programmer
o Fernando Borges
Title: Nightfall
Media: Video Game
Genre: Action-Strategy, Hero
Hooks
“The Night is dark, but we are darker”
“Born from Angels, Raised by Hell”
“Releasing the Fires from Hell”
“There is Terror in the Night”
“Armor On, Weapons Out, One-Shot,
Strikeout”
“Something Lingers in The Night”
“Hunt, Execute, Repeat”
“From Blood and Ashes”
“Is it Worth Saving or Sacrificing?”
“Cross my Heart and Hope to Die”
“Time is Ticking”
“Beware the Silence”

6. Logline
“As the society fights to survive from a devastating reality, an endless darkness overpowers the
world as the Nephilim patrol, hunt, and execute the loathsome creatures of the deep.”
Premise
After the Lysander Nuclear Factory exploded in Harbor Bay and radiation covered the surface of
the Earth, dozens of civilians died and those who survived faced two odds, they became immune,
or they mutated. The Immune society currently fights to survive from their devastating reality as
endless darkness overpowers the world. These mutated creatures roam the streets ready to satiate
their bloodlust with the immune, but that is until the Nephilim arrived at Harbor Bay. The blood
of the fallen was more of a desire to these creatures as they provided strength and immortality.
Now, the Nephilim patrol, hunt, and execute loathsome creatures of the deep to save what is left
of Harbor Bay.

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IV. Distribution & Marketing Goals
First-Year Goal
In the first year of the plan, Mountain Top Development hopes to find a fixed customer base to
determine the target market. Since the target audience are young men aged between 18-23, the
overall promotion will focus primarily on this demographic in order to establish a good
relationship with potential customers.
Customer Relationship
In the first year, to find potential customers, it is vital to put the project in the game section of
social media to attract the attention of potential consumers. Interested people will click on the
advertisement and through email subscription, they will receive notifications about Nightfall.
This will allow them to establish and develop a relationship with the project. For instance,
through the set-up of an email list, potential customers will receive periodic emails to let them
know the progress and result of the current project. Aside from this, they will be able to gain
early access to the game if they are an email subscriber before an established date.
Establishing a relationship with potential customers, specifically a good relationship, requires a
process. This process is gradual and cannot be completed all at once. So, in the first year, MTD's
goals include, but not limited to, an effective marketing strategy, developing a foundation with
potential customers, and strengthening the relationship with them.

8. 8
V. Target Markets
Primary Target Market
The primary target audience are young men from the ages of 18 to 23 since gaming is a male-
dominated subculture. Specifically, they are juniors and senior in high school and go all the way
towards freshman to college graduate located in the city of Irvine, California. The estimated
earning range is $20,000-$61,000 annually based on the average fast-food employment rates for
a teen in the selected teen demographic. Furthermore, research shows that an early full-time
professional career a 23-year-old might work a can earn up to $61,000.
Due to Nightfall’s dark content, the requirement of needing a tight grip on the controller, and
general concept. Due to many professional game streamers and gaming events are held in Irvine,
CA, focusing on this location would be ideal and the best place to start (McCann, 2021). Events
like L.A. Comic-Con are a great place to showcase Nightfall through the usage of flyers, posters
and even Word-of-Mouth marketing (About, 2021). The primary target audience spends most of
their disposable income on food and video games.
Secondary Target Market
The secondary target market are slightly older men from the ages of 24 to 29. The estimated
earning range for this age group is $31,200-$72,400 which is calculated by taking an early full-
time professional career to a successful entrepreneur, however, these could vary. After a year,
Nightfall’s target audience will expand and merge with the secondary target audience.
Nonetheless, this audience is not limited to slightly older men. This audience also includes 18-
23-year-old females in high school and college that are based in Tokyo, Japan. They work at
noodle houses and coffee shops and make about ¥3.2 million (What, 2017). They spend most of
their money on high-speed internet at internet cafes, trendy clothes, and on modern Japanese
snacks (Hays, n.d.). They value education, respect, and time with their friends and family. When
they go out, they like to go to bars and like to eat out at McDonalds. Outside of playing video
games, they like to sing karaoke and are interested in stuffed animals, and anything related to
cats.
Psychographics
The target audience might have good spending habits, nonetheless, splurging/careless spending
is expected because the company is aiming towards the younger male audience. Interests consist
of YouTube gameplays, AAA games/releases, RP games, the best/popular gamer consoles,
headsets, keyboards, and other PC gaming gear as well as staying up to date in the gaming
community.
In 2020, there were more than 1.52 billion gamers in the Asia Pacific region, making it the
largest market for video gaming worldwide, so a city like Beijing or Tokyo should be targeted.

9. 7/1/21 9
In their free time, the target audience likes to watch scary movies and YouTube videos, listen to
heavy dance music, and you can typically find them eating pizza, Cheetos, and pudding cups.
You can typically find them at underground raves or at arcades. They value good storylines in
entertainment, hanging out with friends, their faith, and going on adventures.
In 2021, most gamers preferred to buy their gaming equipment online. The primary target market
would be highly skeptical and highly educated in the gaming industry yet tech savvy, skeptical
and self-reliant. They would also stream games on platforms like Twitch, YouTube, Hitbox,
Azubu, and Ding it. The target market’s original beliefs and core values shouldn't be affected
because they're apart of the gaming community.

10. 10
VI. Distribution - Year One:
Self-Distribution Plan
Brick and Mortar Outlets
There are a couple different Local shops in LA that we will focus on selling the game out of such
as A & J Gaming, World 8, and GTA Video Games Inc.
Aggregator
Although you might have chosen a distribution method already. The aggregator that we will
suggest is Steam. Steam requires a publisher to have a Steam developer page where everything
will be running through. When publishing the game, Steam will require a $100 fee, which is
acceptable since it falls within the budget (Steam, 2021). Steam also takes 30% of the revenue
from game sales and the publisher establishes the prices of their game (Steam, 2021). Overall,
the traffic on Steam makes it a desirable aggregator for any game publisher. Therefore, MTD
recommends Steam as the main aggregator.
Project Website
The domain name suggested is thenightfallgame.com, it is available for $1.99 per year and is
available from GoDaddy.com. The website is going to need a home page that will consist of the
game’s logo and a moving graphic that is Nightfall related, like a sneak peek of gameplay. Next,
there will be an about us page; this will consist of the mission statement of the game, some
background on the story line of that game, and information about the creators. Thirdly, there will
be a contact page, this will have a way to get in touch with the Mountain Top Development team.
Lastly, there will be a store page where customers will be able to buy merchandise and even a
place to submit and sell fan art. This page will also have a link to the Steam website that will
take you directly to the game download page. For the Store page, the money will be collected
through a merchants account. Square is the top-rated Merchants account to use for the online
store (Square, (n.d.).
Customer Relationship Management Systems
Within the website there is a section that allows customers to type their email in and sign up for a
newsletter, discounts, join a club, or get updated for upcoming gaming events. To form the
relationship, there will be a way to message the customers back. The website will have a
message center section that will allow the customer to have a conversation with the team.
Customer complaints and concerns will be handled through phone calls to the customer service
center and through the messaging section on the contact us page.

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VII. Distribution - Year Two:
Finding a Large Distributor or Publisher
Mountain Top Development's marketing plan in the second year will be different from the first
year. In the second year, MTD will pay more attention to publicity, marketing, and raising
awareness. The following is MTD’s strategic plan to increase awareness for the second year. In
today's media advertising industry, many advertising companies can help with publicity. But
nowadays many popular applications can cooperate with it, such as TikTok, Instagram,
Facebook, etc. The powerful game distribution capabilities of social platforms are obvious to all.
Whether it is the most popular TikTok or other game promotion platforms, big data broadcasts
can bring rapid user introduction and can attract a lot of attention in a short time, and games can
easily get ideas. The amount of exposure you want. The user ARPU value is extremely high,
coupled with the huge user base, if the game quality passes you can easily achieve success. And
as long as the characteristics of the target user group are analyzed, and large-scale publicity in
these applications, is very possible to increase the visibility of MTD service customers
(Nightfall).
Among these publishers, TikTok is best suited to increase the visibility of Nightfall. TikTok was
Founded and operated by Bytedance, a Chinese company, Douyin is a short video social
networking application that can be browsed on smartphones. Users can record videos from 15
seconds to 1 minute and 3 minutes or longer. Marketing is where the users are. The monthly
active users of Douyin users have exceeded 200 million, so Douyin is the best choice for
distributors and marketing. According to recent statistics, nearly 86% of marketers use influencer
marketing to generate sales or brand awareness. Influencer marketing is popular because it can
be one of the fastest ways to generate results on social media platforms.
The first step of using TikTok promotion is to create a TikTok account belonging to Nightfall. In
the early days of the campaign, we could create some interesting videos about Nightfall to
identify the target audience for following Nightfall on TikTok. It takes about 2-4 months to get a
certain amount of fan attention. Once Nightfall’s TikTok account has gained traction, it can
boost its popularity by inviting some of the most popular game anchors and TikTok influencer
on the site to play Nightfall live. Wait until you have a certain number of fans and heat can set up
some popular TikTok imitation. Because the best way to display on TikTok can be to show
Nightfall game screens or viral gimmicks. For example, you can use a piece of music or a picture
in Nightfall and ask the Influencer in TikTok to challenge those potential customers and let them
imitate. Once this imitation challenge becomes viral, it will let those potential customers know
about Nightfall.

12. 12
VIII. Sales Projections
Price and Sales Projections (based on $1500 budget)
Nightfall Price
Projected
Units
Projected Net
Revenue
Retail
Game DLC $12.99 430 $5,585
NG+ $5.99 230 $1,377
Online Game Downloads $19.99 750 $14,992
Wholesale/Dealer Price**
Game DLC $9.99 620 $6,193
NG+ $7.99 350 $2,796
Online Game Downloads $17.93 570 $10,220
Limited Edition DLC $15.99 330 $5,276
Projected Total Net Sales Revenue $46,439.00
Return on Investment (R.O.I.)
An ROI of 2,995.93% based on profit of $46,439 is projected by the close of the investment
year.
The ROI could decrease as far as 2,580.21% based on profit of $3,720 on the lower end and
increase to ROI of 2,840.29% % based on profit of $44,104.39 on the higher end.
This range was based on a plus/minus of 65% based on research into the prospective target
market.

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IX. Marketing
Marketing Tools
Þ TikTok
Þ Instagram
Þ Facebook
Þ Social Media Ads
Þ Posters
Þ Flyers
Þ Video
Þ Email
Þ Loyalty Program
Þ Blogging
Þ Reddit
Þ YouTube
Þ Podcasts
Þ Twitch
Þ Indie Gamer Forums
Promotion
The goal of the following marketing plan is to provide the necessary exposure and
fanbase for Nightfall. This can increase customer attraction and interaction. This plan utilizes a
series of tools that enable interaction, connection, and brand/product awareness. The Pre-Release
includes interviews, interactive content, and a campaign titled “Nightfall Unleashed” that focuses
on dark, interactive content that allows collabs with other creators to gain additional exposure
and potential customers. During the Release, the main focus is to host live streams of the game.
Research states that 80% of the audience prefers live streams compared to blogs (Uzialko, 2019).
While the audience views the live streams, polls will be sent out, to include game access to the
random winners, this is to promote user interaction and increase interest. Once the Post-Release
Phase is reached, reviews and comments about the game will be constantly monitored to
understand the next step for Nightfall, since it provides the necessary data to comprehend what
customers liked and disliked about the game. The comments made from streamers, viewers, and
product page reviews are of high influence within the gaming community, which is why it is
vital to be in the know of what is trending in the game.
Pre-Release (July through September)
Strategy
The Pre-Release strategy focuses on attracting potential customers through social media
and common public places, also known as Volume Marketing, using accuracy through volume.
Volume marketing puts brand names and slogans in front of the eyes and ears of thousands of
potential customers (Hanks, 2021). With this strategy, Nightfall can build a solid foundation and
enough hype for the official release.
Tactics
Þ July 1st
-8th
– TikTok pre-hype content. Post 30sec-1min teaser reels. (Continuous post
throughout the duration of the Pre-Release.)

14. 14
Þ July 9th
-16th
– Begin TikTok/Instagram crossover.
Þ July 25th
-31st
– Twitch live with Developers.
Þ August 1st
-8th
– Begin Email promotions with Loyalty Program sign-ups.
Þ August 17th
-24th
– Podcast interviews/mentions of Nightfall.
Þ September 14th
-21st
– Introduce Nightfall Unleashed. This is specialized content that is
focused on dark-themed interactive content.
Þ September 22nd
-29th
–TikTok, Instagram, and Twitch simultaneous content (Nightfall
Unleashed).
Release (October)
Strategy
The Release Day strategy is all about flooding the market with live content. Streamers
online showcasing the game and Nightfall’s team hosting a stream playing the game and
discussing the process. Livestreaming Marketing has been proved effective as on average 80% of
audiences prefer live content over posts and blogs (Genie, 2021).
Tactics
Þ September 30th
. Formally bought ads on Facebook and Instagram will announce
Nightfall’s release day alongside with primary channels to tune into leading up to the
event. (Social Media Ads)
Þ October 1st
-5th
. Daily podcasts will be held talking about the games features and
answering questions from reddit, forums, and page comment strings. Any outside
channels who are interested in hosting an interview should be scheduled in this time.
(Podcasts)
Þ October 5th
-8th
. Team led Livestreams covering details of character options in game along
with equipment walkthroughs. Team will also address questions from chat as necessary.
(YouTube)
Þ October 9th.
Street Team hands out flyers near Fangaea-Con 2021 located in Scottish Rite
Event Center 1895 Camino del Rio S. San Diego, CA 92108.
Þ October 10th
-16th
. Team, partners, and affiliates will host livestreams playing Nightfall.
Clips will be retrieved during these livestreams along with taking note of the streamers
comments and the viewers to be used as feedback. (Twitch)
Þ October 17th
-28th
. Nightfall channel will post clips from livestreams along with
comments from the team about the release. These videos will be used as tracking and
public response as questions are submitted on videos the team will create a response
video. Interacting with the public will promote the game and relations with the audience
(TikTok) (Dievendorf, 2021).
Þ October 29th
-31st
. Introduce Nightfall Unleashed: Halloween Edition. Release limited
edition posters!
Post-Release (November through July)

15. 7/1/21 15
Strategy
The Post-Release is all about the changes to come for Nightfall. Reviewing the comments
made from streamers, viewers, and product page reviews. After reviewing this information and
identifying the changes that can and will be made, the work in progress is announced to the
community (Moustakas, 2020).
Tactics
Þ November 5th
-11th
. These days are used to blog about the success and shortcomings of
the games release. Transparency is the key to trust in these situations. This is also where
you post the changes you know need to be made as soon as possible. (Blogging)
Þ November 12th
-17th
. These forums are both to broadcast changes to your game and to
review threads already talking about Nightfall. These forums can be a place to get new
customers and recruit additional insight and help for the changes to come. Address
comments about Nightfall both positive and negative to reinforce the connection with the
audience. (Indie Gamer Forums)
Þ December 3rd
-7th
. These podcasts are where you announce the changes and updates the
team has confirmed in progress. As the days move on you address comments, questions,
and concerns from the previous podcast. In the final day the team shares where they see
the end goal of the game in terms of changes and additions. (Podcast)
Þ January 24th
-28th
. Nightfall gaming page and gaming groups are the focus this week. Any
updates made successfully will be reported on posts on these pages along with supporting
visuals. Saturating these pages open the opportunity for audiences to stay up to date and
pull in new customers. (Facebook)
Þ April 1st
-4th
. With the advancements made, this is the week to show case it. Publish
videos showing the contrasts between previous complaints and concerns and what you’ve
fixed. Any additional content and adjustments made should also be featured in these
videos. (YouTube)
Þ April 8th
-11th
. This is where you thank customers staying through trialing period and pull
in additional customers. Rewarding customers within game loot, abilities, equipment, or
loot will connect your audience with the team to demonstrate your appreciation. (Loyalty
Program)

16. 16
X. Budget
Tactic Specifics Frequency (e.g.
daily, monthly,
quarterly)
Annual
Cost
Aggregator Fees Steam Initial Game Fee One-Time $100
Brochures/Flyers Nightfall Features & Specs. (250
units/$0.47)
As required $117.50
Signs/Billboards N/A N/A $0
Merchandising
POP Displays N/A N/A $0
Manufacturing
DLC production 500 units/$0.99 As required $495
Duplication N/A N/A $0
UPC Code N/A N/A $0
Gifts/Prizes/ Ad Specialties
Media Advertising
Print Nightfall Poster (50 units/$1.80) As required $90
TV and Radio N/A N/A $0
Online Social Media Ads (50 PPC/$2.69) As required $134.50
Other (Billboards, etc.) N/A N/A $0
Direct Mail
Website
Development/Programming N/A (Included in hosting
subscription)
N/A $0
Maintenance/Hosting GoDaddy website hosting.
$13.99/month
Monthly $167.88
Trade Shows/Festivals
Fees and Setup N/A N/A $0
Travel/Shipping N/A N/A $0
Exhibits/Signs N/A N/A $0
Press Kits Nightfall EPK As required $400
T-shirt printing N/A N/A $0
Product Placement Fees N/A N/A $0
TOTAL $1,504.88

17. 7/1/21 17
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