DGMD E-70 Principles of Game Design LESSON #14: Game Marketing #2: Conferences

DGMD E-70Principles of Game Design

LESSON #14: Game Marketing #2: Conferences

TODAY:1. Open Digital Prototype Testing!

2. Review of first drafts ofGame Marketing Materials:

Website, Press Kit and Trailers.

3. Marketing #3: Conferences

DUE NEXT WEEK: Final Class Build, Marketing Materials, Peer

Evaluations and Presentations

PART 1: DIGITAL PLAYTESTING

SET UP (<5 minutes):1. Teams Choose Tables

2. Set up game digital prototype on 2-3 laptops.

3. Decide initial Observers (1-2) and Players.

4. Discuss: Do you want 1-3 points/ instructions to share with visiting players?

Write them down!

PART 1: DIGITAL PLAYTESTING

PLAYTEST ROUNDS (20 minutes each):1. Observers stay to manage playtest, Players

find other games to play.

2. If team chose 1-3 instructions, give them.

3. Players attempt to play prototype (5-10 min). Observers take notes!

4. Players fill out questionnaire (5 minutes).

5. Time permitting, discuss answers.

PART 2: Marketing Materials Review:TRAILERS, PRESS KIT, and WEBSITE

Due Today: basic drafts:WEBSITE: Use free option like Weebly or Wix.com. Include: Press Kit, Team (bio/class/photos), Game

Download Link

PRESS KIT: High Res images (screenshots, characters, logo), Press Release, and Trailer.

TRAILER: 30-60 seconds, featuring gameplay.Consider audience to decide core message (explain game vs awesome) and pacing. Capture with Fraps,

Quicktime, etc., edit in iMovie, After Effects etc.

Trailer ExamplesGGJ 2014: Maintain Eye Contact:

https://www.youtube.com/watch?v=PTUW0pO2d28

Robot Roller-Derby Disco Dodgeball: Audience/Genre?https://www.youtube.com/watch?v=FUVUIAneLE4

DinoTrucks: Mechanics and Audiencehttps://www.youtube.com/watch?v=nSWlfwNcCss

Slam Bolt Scrappers: Mechanics and Audience:https://www.youtube.com/watch?v=bVOyEPyPZCU

Girls Like Robots: Mechanicshttps://www.youtube.com/watch?v=MmVoTDjAWBk

Ridiculous Fishing (Pacing): https://www.youtube.com/watch?v=vzKcJ8QFbMk

Kiwanuka (pacing, music): https://www.youtube.com/watch?v=VH_RAP7_LvU#t=55Organ Trail (Call back): https://www.youtube.com/watch?v=-kPob1KAQYg

AaaaaAAaaaAAAaaAAAAaAAAAA!!! (Force = Mass x Acceleration)https://www.youtube.com/watch?v=51SX-xUNzUs

Shoot Many Robots:Teaser: https://www.youtube.com/watch?v=dpt8DQpvrhM

Gameplay: https://www.youtube.com/watch?v=Je-zFnjO28QRe-announcement: https://www.youtube.com/watch?v=-imuGQTCIOs

PART 3: Marketing #3: Conferences

Question: Why Show at Conferences?

Question: Why Show at Conferences?

1. Meet Public: Spread the word about your game!

2. Meet the Press: Get contacts, write-ups and reviews

3. Get tons of testing: Get 100-500 testers in one weekend!

Question: Why Show at Conferences?

WHAT CONFERENCE TO CHOOSE?1. PAX……..2. SXSW…..3. BFIG…….4. GENCON

…etc

Question: Why Show at Conferences?

WHAT CONFERENCE TO CHOOSE?

All of the above!

Question: Why Show at Conferences? COSTS:

1. Rent table/booth space.2. Packing in and packing out.3. Presentation materials: posters, banners,

support structures, branded give-aways.4. Clipboards/tablets for mailing list5. Many game displays, including a large TV6. People (teammates/friends) to invite traffic

to booth, manage game sessions, manage mailing list and give-aways, talk to press/interviews.

Question: Why Show at Conferences?

NO/LOW COST OPTIONS:1. Set up in the “Free Play” area.2. Participate in alterna-cons.3. Show your game at various meet-ups.4. Bring your game to schools/clubs.5. Join together with other indies.

Ultimate version: INDIE MEGABOOTH.

Kelly Wallick’s INDIE MEGABOOTH

Kelly Wallick’s INDIE MEGABOOTH

Kelly Wallick’s INDIE MEGABOOTH

Kelly Wallick’s INDIE MEGABOOTH

1. Cheaper booth, added/directed traffic, support structure for packing in/out and

interfacing with conference management.

2. Community and extra press access!

THE MOST IMPORTANT THINGMaking a game and/or creating/running a

business are not the same thing, but they do share one critical element in common: they are about forming relationships! With an audience, with the press, with colleagues in the industry.

Conferences help you meet these people. It is up to you to follow up with them

afterward, or most of that time and energy and money are wasted!

FOLLOW UP!

REVISE YOUR MARKETING MATERIALS!This last week you are revising your game, your marketing materials, and your presentation: 10 minutes to show your

website and trailer, and for each member to talk!

CELEBRATE your game, and others will want to join you in the party!

DGMD E-70: Revised Marketing Materials Due next:

• 30-60 second Game Trailer featuring gameplay.• Website showing Trailer, Team, and Game Link.• Narrative Press-Release, with Press Kit images.

Due Next Week:HOMEWORK #14: Polish game prototype: levels/content, and complete Marketing: Website, Trailer, Press Kit TEAMS: 1. Divide Unity/Art/Audio production equitably.2. Meet with your team at least twice a week to discuss

progress, solve problems, consolidate build, and revise Marketing Materials.

3. Test clarity with at least two new players a week.4. Submit seventh and final digital build to class next week.Individually: Progress Report #7: Submit typed page: What you agreed to produce, what you accomplished, self-evaluation/related screenshots.

PART 4: TEAM MEETING(if not in class, then outside as soon as you can)

Convene to discuss observations and materials.• Read responses and review test-runner notes.• Choose a facilitator.• Discuss responses—what feel like the biggest

ideas, the most pointed critiques?• Plan to type-up and post your notes.

Discuss Production and Marketing goals (top priority items for POLISHING your game

prototype, and creating final marketing materials) and divide work equitably.

Have an extraordinary week!

And don’t forget to email us with questions:

Instructor: JASON WISERJason.Wiser@Tufts.edu

Available an hour after class and daily email.

Unity TF: Julia Knightjaeteekae@gmail.com

Lab hours: Thursdays 7-7:40, daily by email