Social gaming summit berlin 2012
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Transcript of Social gaming summit berlin 2012
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Beyond Performance Marketing: Survival Tips for Social Gaming
Publishers23 May 2012
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AgendaBackground
Do not rely on performance marketingThe Right Way to Launch A Social Game
Promotion is the key
Summary
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Background
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Lloyd Melnick
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fiveonenine games
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More stars than Manchester CityEx-Studio Head of EA’s
North Carolina officeMember founding
management team at Motricity and Appia
Team lead at RIM’s NC studio
20 year veteran of IBM/Microsoft/Citrix
GM Europe and LATAM at Disney/Playdom
Gardens of TimeShutter IslandCity of WonderMortimer BeckettBig City AdventureMadden 3DSNascar Kart Racing
WiiWoodland Heroes
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Do not rely on performance marketing
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Cost of Ads SkyrocketingCPM increases 41%
year on yearCPC increases 23%
versus Q4 2011Huge variance
makes planning difficult
Engagement drops 8% in US
Courtesy TBG Digital
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Limited Audience
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The Right Way to Launch A Social Game
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Launch Plan
Pre-Launch
Launch
Post Launch
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Key Elements to Pre-Launch Phase• Test• Involve
Customers
Research
• Steps• Resources• Goals
Plan
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Pre-Launch Fundamentals
Target Distribution Promotion
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Know thy customerDemographicInterestsValue propositionPositioning
Campaign Story is a political social game simulation targeting women 30 and older
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Launch PlanThe details of who does what when and
where
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Numbers, numbers, numbersInitial spends
Triggers
Cash flow and reserve
LTV
DAU
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CoordinateYou
Media Partner
s
Ad AgencyPress
Platforms
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Key Elements to Launch
When and Where
Promotion
Support
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When and Where
When
• Minimum Desirable Product• Full Beta
When II
• Speed to Market• Competitive Launches
Where
• Facebook English• Philippines, Indonesia, Thailand• Global
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Promotion/Media Mix
Performance Social TV
Web Videos PR
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Support is marketing
Customer service
Community management
Social media
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Post-Launch: Measure and React
Adjust
Analyze
Measure
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Promotion is the key
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Television
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Multiple TV OptionsExcess Inventory
Joint Ventures
“Infomercials”
Traditional Advertising
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Multimedia Distribution
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Even More Options
Joint Venture/Rev Share
House Ads
Cross Promotion
Ad Sponsored
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Social Media
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Easy Way Out
Not just ads
Create a dialogue
Events and
promotions
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At least match Chrysler • Fan pages• Promotions• Events• Giveaways
• Company • Game
• Game devs
Tumblr
• Pinterest• Instagram
Other
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Performance Options• TBG, SOMO, MdotM
Mediation Media buying
• Facebook adsDirect
• Millenial, iAdsAd networks
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Marketing VideosMultiple videos on YouTube
• 15 seconds• 30 seconds• 60 seconds• 120 seconds
Different styles
• Gameplay• Traditional
ads
Embed
• Fiveonenine website
• Parent companies cross promotion
• Press
Attempt to go viral
• Don’t force product
• Not boring• Emotional
roller coaster
• Surprise
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Web
Targeted Blogs
Special interest
s
Know thy
consumer
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Summary
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SummaryPerformance marketing is part of the plan, not THE PLAN
Do not neglect traditional marketing channels
Performance marketing is still important
Measure and react