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