Everyone can do PR The 5 Pillars & pitfalls of indie games PR

Transcription

1 Everyone can do PR The 5 Pillars & pitfalls of indie games PR Thomas Reisenegger PR Executive & Consultant ICO

2 ~3050 games in 2015 ~164,000 games submitted in GAMES A DAY AROUND 450 GAMES A DAY 2

3 How to still make it? 1 2 VERY GOOD 3

4 Indie games PR 1 5 t h i n g s yo u n e e d t o g e t r i g h t 2 5 c o m m o n p i t f a l l s 3 5 f u t u r e t r e n d 4

5 Thomas Reisenegger Currently - German PR Executive ICO Partners, Brighton UK League of Legends, SMITE, Endless Legend, 2Dark, Armello, Dungeon of the Endless, Fragments of Him consol.at / consolplus 7 years as a freelance video game journalist Austrian Award PR Panther in Youngster Category Launch PR campaign for ios/android game 5

6 Have your basics covered first WEBSITE PRESSKIT SOCIAL MEDIA PRESS RELEASE MAILING LIST For more details on those GDC EU

7 Indie games PR 1 5 t h i n g s yo u n e e d t o g e t r i g h t 2 5 c o m m o n p i t f a l l s 3 5 f u t u r e t r e n d 7

8 One One message art work 1.POSITIONING Y o u c a n t s c o r e w i t h o u t a g o a l Sell a story, not a game Hey, listen & 8

9 I n w a r, n o t e v e r y o n e i s a s o l d i e 9

10 Brave weird title for a hardcore audience Art is clear Metroid 10

11 @Olima 11

12 2. NEWS BEATS M a n a g e y o u r P R a m m u n i t i o n w i s e l 12

13 Must have news beats Game announcement First screenshots First trailer Beta start / preview possibilities (even if press only) Release date announcement Release announcement (+ launch 13

14 What month to communicate news beats? G A M E S M E D I A A R T I C L E S P E R M O N T 14

15 What day to communicate news beats? G A M E S M E D I A A R T I C L E S P E R D A 15

16 What time to communicate news beats? During business hours (09:00 16:00) Keep time zones in mind (to cover US and EU media around 06:00 PST / 14:00 GMT is a good time) Keep local bank holidays in 16

17 Youtubers & Streamers Your story isn't so important, just give them your game Many Youtubers/streamers will cover classic games only once Try recording your own game Mobile games aren't so big with YouTubers Watch out for 17

18 ! Most important PR Beat Credibility 3. Trailer M a k e y o u r m i n u t e i n t h e s p o t l i g h t c o u n t Make first 15 sec count Short and sweet (1:30 min 18

19 This War of Mine: How to sell atmosphere 19

20 Super Hot: How to buy credibility 20

21 4. Guerrilla marketing Low- c o s t u n c o n v e n t i o n a l m a r k e t i n g t a c t i c 21

22 Burnout 2 speeding 22

23 Why care about Guerrilla Marketing? Extra PR beat Reach different target groups Possibly small budget Untapped 23

24 Risks of Guerrilla Marketing Often breaks taboos Not always 100% legal Not always results in good 24

25 25

26 Crawl Gabe 26

27 Crawl Gabe Newell NUMBER OF ARTICLES IN EUROPEAN MEDIA EA launch and trailer News Previews Reviews 20 0 COVERAGE AUGUST GABE NEWELL ANNOUNCEMENT APRIL Source: ICO 27

28 Crawl Gabe Newell STEAM TRAIN LET S PLAY DAILY UNITS SALES UPDATE UPDATE UPDATE FEB MAR APR MAI JUN Source: 28

29 Shooting Stars! Pirate version Source: ICO 29

30 Number of articles Shooting Stars! Pirate version Source: ICO Partners All other coverage Pirate PR 30

31 Units sold Shooting Stars! Pirate version ios launch Android launch Pirate PR stunt Source: Bloodirony ios 31

32 5. Events d o n t d a n c e a t e v e r y p a r t 32

33 @Olima 33

34 Indie games PR 1 5 t h i n g s yo u n e e d t o g e t r i g h t 2 5 c o m m o n p i t f a l l s 3 5 f u t u r e t r e n d 34

35 5 Common pitfalls in indie games PR Too little, too late Playing the indie card Poor, technical trailer Don t re-package 35

36 5 Common pitfalls in indie games PR R E V E A L T E A S E R R E V E A L T R A I L E R = More than 40,000 extra views and over 60 36

37 5 Common pitfalls in indie games PR Too little, too late Playing the indie card Poor, technical trailer Don t re-package enough Push PR (go for pull 37

38 Indie games PR 1 5 t h i n g s yo u n e e d t o g e t r i g h t 2 5 c o m m o n p i t f a l l s 3 5 f u t u r e t r e n d 38

39 5 Future trends in indie games PR Focus on compact high quality info Visual content will be even more important PR & Marketing get even closer No credibility through platform Clever in-game social media 39

40 Thanks for 40

41 W W W. I C O M E D I A. E U B R I G H T O N U N I T E D K I N G D O M C O N T A C I C O M E D I A. E U ( 0 )