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Get Journalists To Cover Your Game
Lessons from Online Dating, Praying and ‘No Man’s Sky’
Thomas Reisenegger @Olima
@Olima
3
0
500
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4500
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Number of Steam Games Released
11 Games Per Day
@Olima
6
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50.000
100.000
150.000
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250.000
SOURCE : ICO PARTNERS
Number of Monthly Articles – Games Media 2016
@Olima
7
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250.000
Top 20 games All other gamesSOURCE : ICO PARTNERS
Number of Monthly Articles – Games Media 2016
@Olima
8
Thomas Reisenegger
● PR Manager & Consultant at ICO PartnerLeague of Legends, SMITE, Endless Space 2, IndieCade Europe, Armello, A Normal Lost Phone
● 7 years as a freelance video game journalist
@Olima
9
Is PR the right thing for you? – 3 ways to victory1
How to get your game covered – 5 golden rules
2
3
Topics
Understanding the media landscape – 5 key insights
@Olima
10
Is PR the right thing for you? – 3 ways to victory1
How to get your game covered – 5 golden rules
2
3
Topics
Understanding the media landscape – 5 key insights
@Olima
11
3 communication roads to victory
Marketing- AAA - Casual- Copycat- Mobile
Community- Long running- Early access- Niche
PR- Classic premium- Hardcore F2P- Critic’s game- B2B
@Olima
12
Is PR the right thing for you? – 3 ways to victory1
How to get your game covered – 5 golden rules
2
3
Topics
Understanding the media landscape – 5 key insights
@Olima
14
Average launch coverage per game type (number of articles)
1.494
231
AAA GAMES TRIPLE-I GAMES
SOURCE : ICO PARTNERS
@Olima
17
PS4 vs. Xbox One in media coverage
PS4 = 35% more coverage than Xbox
-
4.000
8.000
12.000
16.000
20.000
Jan
14
Feb
14
Mrz
14
Apr
14
Mai
14
Jun
14
Jul
14
Aug
14
Sep
14
Okt
14
Nov
14
Dez
14
Jan
15
Feb
15
Mrz
15
Apr
15
Mai
15
Jun
15
Jul
15
Aug
15
Sep
15
Okt
15
Nov
15
Dez
15
Jan
16
Feb
16
Mrz
16
Apr
16
Mai
16
Jun
16
Jul
16
Aug
16
Sep
16
Okt
16
Nov
16
Dez
16
Jan
17
Playstation 4 Xbox OneSOURCE : ICO PARTNERS
@Olima
20
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Media Coverage
Clash Royale
Global launch
@Olima
21
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Media Coverge
Clash Royale Goat Simulator
Global launch
Games for gold
@Olima
22
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Media Coverage
Clash Royale Goat Simulator Deus Ex: Mankind Divided
Global launch
Global launch
Games for gold
@Olima
24
Number of media articles – VR Headsets
-
2.000
4.000
6.000
8.000
10.000
12.000
Mai15
Jun15
Jul15
Aug15
Sep15
Okt15
Nov15
Dez15
Jan16
Feb16
Mrz16
Apr16
Mai16
Jun16
Jul16
Aug16
Sep16
Okt16
Nov16
Dez16
Jan17
Oculus Rift HTC Vive VR Playstation VR
SOURCE : ICO PARTNERS
@Olima
27
Is PR the right thing for you? – 3 ways to victory1
How to get your game covered – 5 golden rules
2
3
Topics
Understanding the media landscape – 5 key insights
@Olima
29
Galactic Junk League
Build Whatever Ship You Want and Battle Your Friends.
Galactic Junk League
Galactic babies and battle-ready space toilets. Build and battlespaceships in any shape.
@Olima
32
ready
1. Make clear why the other person should care…
within 10 seconds
2. Better to be amazing for a few people...
than okay for many
@Olima
35
Be relatableNo Man’s Sky
No Man’s Sky trailer shows massive universe
New No Man’s Sky Trailer Invites You to Explore Game’s 18 Quintillion Planets (Gamespot)
@Olima
36
Paint a mental imageNo Man’s Sky
No Man’s Sky shows off procedural generation, everything is unique
No Man’s Sky - The game even the developers haven’t seen all of
@Olima
37
Refer to other games(if there is demand for it!)
Northgard
Finally something new for Settlers fans – Viking strategy game Northgard announced (Gamestar)
@Olima
38
Refer to other cool thingsMemoranda
A Beautiful Point ’n’ Click Adventure Inspired by Japanese Author Haruki Murakami Short Stories (Kotaku)
@Olima
39
Guerrilla MarketingPolygod
Polygod is free for those with certain The Binding of Isaac achievements
@Olima
40
There is always a new story
● Feature focus: In Hyper Light Drifter every second is a stunning wallpaper
● Dev focus: Owlboy, the indie platformer that took 10 years to build (Guardian)
● Erment focus: Only One Person In The Entire World Has Unlocked This Steam Achievement (Kotaku on Devil Daggers)
@Olima
42
@Smeijerhof121 @Olima42
Catchy subject line
Game text / pitch
Gif or Youtubevideo preview
Call to action
Attention
Interest
DesireAction
The perfect mail pitch – AIDA template
Reference to more info and assets
@Olima
46
Streamers and YouTubers● Only care about your game, not your story
● Must be easy to record● Space to insert selfie window
● Have a windowed mode
● Be able to hide user name
● Implement special features for influencers
@Olima
49
Media landscape – 5 key facts
1. English m media - opinion leader
2. PS4 gets 35% more coverage than Xbox One
3. Average launch coverage:1500 articles AAA, 230 articles for III
4. media < PC and console media
5. VR: Oculus gets more coverage than HTC Vive
@Olima
50
Get your game covered – 5 golden rules
1. Make your game ready1. 10 second rule, also
2. Get not
2. Think in headlines (like 18 quintillion headlines)
3. AIDA email template - (attention, interest, desire, action)
4. Know the god you are praying to
5. Makes something pull-worthyand push it