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Guerrilla Marketing Promote your game with l i tt le money, much insanity and maximum impact
Thomas REISENEGGER
@Olima
MORE GAMES
but…
… not more websites
Some games get more love than others
@Olima 5
@Olima 6
@Olima 7
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SOURCE : ICO PARTNERS
E3 Reveal
+ Release
@Olima 8
@Olima 9
Trials of the Blood Dragon – Media Coverage
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SOURCE : ICO PARTNERS
Demo announced
Demo released
E3 Reveal
+ Release
@Olima 10
Content Overview
What is Guerrilla marketing?
How to do Guerrilla marketing
Media & sales impact
5 free Guerrilla marketing ideas
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@Olima 11
Thomas Reisenegger
• Currently - PR Manager ICO Partners, Brighton UKLeague of Legends, SMITE, Endless Space 2, Endless Legend Armello, Fragments of Him, The Lion’s Song, Blackwood Crossing
• consol.AT / consolPlus 7 years freelance video game journalist
• Austrian Award „PR Panther“ in Youngster CategoryLaunch PR campaign for iOS/Android game Diskobolos
• Talks about games PR at GDC, Digital Tapei....
What is Guerrilla marketing?
How to do Guerrilla marketing
Media & sales impact
5 free Guerrilla marketing ideas
@Olima 13
Guerrilla Marketing is:
low-cost unconventional marketing tactics
Key to master PR:
Handle your PR ammunition wisely
@Olima 15
Must have news beats
• Game announcement
• First screenshots
• First trailer
• Beta start / preview possibilities (even if press only)
• Release date announcement
• Release announcement (+ launch trailer)
@Olima 16
Why care about Guerrilla Marketing?
• Extra PR beat
• Reach very different target group
• Small budget
• Untapped field
Best practice examples
@Olima 18
Punch Club
• Userscore: 80% Metascore: 73%
• Generated over 300 articles in 4 weeks
• First week: 100.000 sold / $1 million revenue
1
2
1 ICO Partners / 2 Tinybuild twitter
@Olima 19
Punch Club
Unlocks Punch Club „No press needed“ article
@Olima 20
Saints Row IV – Very special edition
@Olima 21
Zombie Match Defense Arcade
@Olima 22
Risks of Guerrilla Marketing
• Often breaks taboos
• Not always 100% legal
• Not always results in good PR – Don‘t believe that “there is no such thing as bad publicity“
• Budget varies greatly
Worst practice examples
@Olima 24
Bad: Watch Dogs
@Olima 25
Really bad: PSP
@Olima 26
Even worse: Call of Duty: Black Ops III
@Olima 27
Worst
What is Guerrilla marketing?
How to do Guerrilla marketing
Media & sales impact
5 free Guerrilla marketing ideas
@Olima 29
What do they have in common?
@Olima 30
Guerrilla marketing as part of communication strategy
Guerrilla Marketing is NOT about
making one good PR stunt
It‘s a mindset to help establish
your brand name
@Olima 32
Guerrilla marketing as part of communication strategy
@Olima 33
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Aug 14 Sep 14 Nov 14 Mrz 14 Apr 15 Mai 15 Aug 15
Goat Simulator – PR beats
AnnouncementRelease
Release
Guerrilla marketing ideas
@Olima 35
How to come up with ideas?
• Get inspired by other industries or businesses
• Talk to a lot and very different people
• Creativity techniques
• Follow the news and grab the low hanging fruit
@Olima 36
Square Enix tweets about Pokemon GO
@Olima 37
Square Enix tweets about Pokemon GO
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Lara Croft Go - Media Coverage
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Apple Design Award
Deux Ex GO announced
Tweet
@Olima 38
3 golden characteristics of good ideas
GAME FIT
SUPRISING, FUNNY OR EMOTIONALLY TOUCHINGNEW
What is Guerrilla marketing?
How to do Guerrilla marketing
Media & sales impact
5 free Guerrilla marketing ideas
Example 1: Surgeon Simulator
@Olima 41
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Surgeon Simulator – Coverage April 2014 to June 2016
@Olima 42
Surgeon Simulator – Trump DLC
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Edition launch
PS version
announced
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Surgeon Simulator – Coverage April 2014 to June 2016
More than 100 articles
13 mill let‘s play views
@Olima 44
Surgeon Simulator Trump Visibility
• Over 30.000 successfull operations
• Bump in player numbers
Number of Steam players (1 year overview)
Example 2: April fool‘s done right
@Olima 46
April Fool‘s Jokes 2016
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DARK SOULS III WITCHER 3 GUILD WARS 2 CLUSTERTRUCK FINAL FANTASY 14 ARMA WARHAMER VERMINTIDE
SOURCE : ICO PARTNERSSOURCE : ICO PARTNERS
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Clustertruck Media Coverage
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14. JAN 21. JAN 28. JAN 04. FEB 11. FEB 18. FEB 25. FEB 03. MRZ 10. MRZ 17. MRZ 24. MRZ 31. MRZ 07. APR
Clustertruck SUPER TRUCKSOURCE : ICO PARTNERS
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SUPER TRUCK
Several bigger Youtubers post let's plays
SUPER TRUCK articles mentioning Custertruck
@Olima 49
Clustertruck official Youtube Views
0 20.000 40.000 60.000 80.000 100.000 120.000
LEVEL 7 PLAYTHROUGH
GREENLIGHT TRAILER
PRE-ALPHA TRAILER
SUPER TRUCK
SOURCE : ICO PARTNERS
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Clustertruck – Wishlist development
SUPER TRUCK
@Olima 51
Clustertruck – April fool‘s breakdown
• Over 35 articles (by far strongest beat)
• Over 100.000 views on offical channel
• Over 2 million views from let‘s players
• Wishlist bump
• Over 60.000 newsletter subscribers
• Over 100.000 SUPER TRUCK downloads
@Olima 52
Effects of Guerrilla Marketing
Attention
Image Sales
What is Guerrilla marketing?
How to do Guerrilla marketing
Media & sales impact
5 free Guerrilla marketing ideas
1 Business cards
@Olima 55
• Business Cards
@Olima 56
• Business Cards
2 Get on Tinder
@Olima 58
Hatefoul Boyfriend
3 Hire a pickpocketput
@Olima 60
Putpocket your game
4 See how BREXIT plays out
@Olima 62
5 Twitter gif Adventure
@Olima 64
Twitter gif adventure
Extra PR amunition
It‘s a mindset
Grab the low hanging fruit
Define a primary goal for each stunt (views, sales…)
Try, try, try
Guerrilla Marketing – 5 Takeaways
Thanks for your attention
WWW.ICOMEDIA.EU
OFFICE 6, 10 FLEET STREET
BRIGHTON BN1 4ZE, UNITED KINGDOM
CONTACT@ICOMEDIA.EU
+44 (0)20 7193 5158
WWW.ICOMEDIA.EU
OFFICE 6, 10 FLEET STREET
BRIGHTON BN1 4ZE, UNITED KINGDOM
CONTACT@ICOMEDIA.EU
+44 (0)20 7193 5158
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