Game connection speach 2012

Publisher 2.0

The History of Film

The Horse In Motion (1878)

The History of Film

Workers Leaving the Lumiere Factory (1895) -December 28, 1895 in the basement the Salon Indien du Grand Café in Paris

The History of Television

Scottish inventor John Logie Baird (1925-1926)

Broadcasting Begins (1941)

Product Differences

Core Tenants

FilmTV

• Episodic• Free• MVP launch strategy (Pilots)

• Service• Smaller Budgets• Niche genres

• Self Contained• Pay to Watch• Finished at launch• Product• Big Budgets• Blockbusters

Correlation

Film

=

Box Games

Correlation

TV

=

Digital Games

Games Core Tenants

Box GamesDigital Games

• Evolving Content• Free• MVP launch strategy • Service• Smaller Budgets• Niche genres

• Self Contained• Pay to Play• Finished at launch• Product• Big Budgets• Blockbusters

Marketing Differences

Marketing Differences

Film Marketing• Push vs. Pull

• Compressed duration

• All about the trailer

• Heavy Paid media spend

• Reach focused

• Limited optimization

• Preview/Review focused

• One Sheets

• Drive traffic to theater

• Mass market

Marketing Differences

TV Marketing• Pull vs. Push

• Messaging over time

• Preview next weeks episode

• Light paid media spend

• Retention focused

• Analytics driven optimization

• Content focused

• Digital and on channel

• Drive repeat views

• Niche generas

Analytics vs. Branding

TV Marketing

• TV programming marketing is highly driven by analytics and optimization

Case Study

TV Marketing

Case Study

TV Marketing

Learnings

Learnings

Applying TV Marketing Techniques to Games

• Communicate for a full season

• On network marketing is the most cost efficient and best used for retention

• Optimize based on data

• Don’t forget to entertain with your marketing

• Need to go off network for new shows and new viewers

Learnings

Where is this already in practice?

"Our marketing strategy for HAWKEN is primarily all “inbound”. Instead of chasing our target audience with banner ads we’ve commissioned creative collateral coordinated as transmedia – an original graphic novel, digital comic, an eBook, a live action digital web series – that are cross-linked and search optimized to funnel players to playhawken.com. We use social media as an accelerant to broadcast the release of new content to remind and re-engage players. And we localize the content for each of our ten major territories." Mark Long, CEO Meteor Entertainment

Learnings

Where is this already in practice?

“Defiance started out as a transmedia project from its inception, which means our world, characters, and events have been originally conceived to span these different mediums. Whether someone watches Defiance the TV show, plays Defiance the game, or even engages with Defiance on social platforms, they will get a unique part of the story, and the ability to become part of the overall story as it is being told.” – Alex Rodberg - Global Brand Director

Learnings

Where is this already in practice?

"Marketing games through immersive storytelling brings audiences into the emotional disposition of the game, enabling fans to imagine how they will feel when they play.  Pushing beyond the 30 and 60 second spots to something as big as Halo 4:Forward Unto Dawn allows us to scale both in terms of reach and engagement by telling a meaningful story as a direct entree to Halo 4.  We believe fans are loving it and getting ready for the launch of Halo 4 on November 6th.” Matt McCloskey – Director of Franchise Business Management at 343 Industries

Learnings

Where is this already in practice?

Licensing Events

Youtube Celebrity

Marketing Differences

Marketing services is fundamentally different than marketing products