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