Learn how to market your indie game with little to no money, tips and tricks for getting press coverage and the best ways to engage with and create fans! Handout links below!!! 3 hour class with Jack Dalrymple from Cap And Cut http://capandcut.com and Albino Lullaby http://albinolullaby.com for Playcrafting Boston http://www.playcrafting.com, with presentation slides edited in. Handouts Presentation Slides: http://bit.ly/vgamemarketingslides Film Production Handout: http://bit.ly/FlimProductionHandout Game Marketing Checklist: http://bit.ly/IndieDevMarketingChecklist Press Release Handout: http://bit.ly/PRhandout Press Release Sample: http://bit.ly/PRsample Class Description Game industry veteran Jack Dalrymple gives an insider look at marketing video games, best practices for engaging through social media and tips and tricks on getting press coverage. With in-depth evaluation of how games are marketing at AAA companies and how to best market your Indie game with little to no money. The class starts with the basics basic marketing principles, the difference between brand and marketing and leads into marketing specifically related to video games. Then with social media, you will learn how to best engage with fans and get fresh eyes on your game. With PR you will learn how put together a press kit, write a press release and the best approach trying to get editorial coverage. This is followed by an in-depth look at AAA practices and the difference between marketing in AAA and Indie. The class ends with a detailed look at the most important content for marketing your game, the trailer. Including tools that can be used to make your own trailers, the story arc, the trailer arc, the process, tips and tricks for making high quality with a limited budget and final delivery. You can have the best video game, but without good marketing, it will be nearly impossible to find. There is a learning curve to marketing, PR and social media and the lessons don’t need to be learned through field testing, which can be detrimental to your games success. YouTuber and Twitcher Lists Discussed in Class: Good YouTuber List: http://videogamecaster.com Amazing YouTuber List: http://youtubers.brightside-games.com Amazing Twitcher List: http://tinybuild.com/twitch Always Check Realtime View Potentials for the Indie Twitter Hashtags: #indiedev: https://ritetag.com/best-hashtags-for... #gamedev: https://ritetag.com/best-hashtags-for... #indiegamedev: https://ritetag.com/best-hashtags-for... About the Instructor Jack Dalrymple is an industry veteran at producing trailers and marketing games, Cinematics Director at Bit Fry, Senior Vice President of Marketing at Ape Law, and owner of Cap and Cut a Boston based trailer house and creative design studio. As Lead Editor and Technical Director at WB Games’ Turbine Studio from 2004 to 2014, he developed and edited more than $10 million in marketing trailers and ingame cutscene

1. A behind the scenes look at industry standards and trade secrets
B y J a c k D a l r y m p l eC a p A n d C u t . c o m
/v/ Game Marketing • By Jack Dalrymple 1

2. o Lead Video Editor, Technical Director at WB Games’ Turbine Studio for 10 years
o Over 265 trailers and marketing videos with over 9 million views online
o SVP Marketing for Ape Law and Bit Fry working on Albino Lullaby and TBA
o Founder of Cap And Cut, a Boston based trailer house and creative design studio
About Jack Dalrymple
C a p A nd C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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3. Brand vs Marketing
What is Brand?
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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4. Brand Determines Loyalty
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
Brand an idea -
Message and
Reputation
Marketing is big
data driven - a
product pitch
m e a s u r e d
against sales
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The brand is ultimately what determines if
you will become a loyal customer or not.
The marketing may convince you to buy GTA,
but it is the brand that will determine if you
will buy every single game Rockstar Games
will make for the rest of your life.

5. Marketing Vs Branding
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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Source:hermesservicesgroup.com

6. A move From Hope to Faith
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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7. Under the Marketing Umbrella
What is Marketing?
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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8. Marketing 101
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
Everything Leads to Sales
R&D– Focus Groups or Common Sense…
Make What People Want!
Ads – Print, Web, Content, Social
Promos – Bundles and Sales
PR – “The Story” Can Go Farther Than an
Ad and Ads Can be Part of the Story
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9. Marketing Related to Games
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
Place is decided
by platform and
distributor:
PC • Mac • Linux
SteamOS
PS4 • Xbox • Wii
Wii U • OUYA
Android • iOS
Google Play
Facebook
Humble Bumble
IndieGameStand
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4P’s of Marketing
Product – R&D and Development
Price – Depends on the Market
Promotion – Bundles and Sales
Place – How and Where You Distribute

10. Game Monetization Funnel
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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MUSTREADSource:http://bit.ly/BreakingIntoSocialGaming

11. How To Get Fans
What makes a game successful
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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12. Press Kit Starts with Description
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
Press Kit
Description
Press Releases
Trailer
Screenshots
Demo
Links (website,
social media, past
press)
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Develop the Game’s Description
1. Start with Word Cloud
2. Group Similar and Consolidate
3. Polish and Make Concise
Use This to Create One Sentence, One Paragraph
and One Page Descriptions

13. Press Release
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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FOR IMMEDIATE RELEASE
Headline
Subhead
City, State – Date - Lead Paragraph w/ links
Body (game description)
Quotes
Call to Action w/link (format is http://www.)
Broilerplate with links (format is http://www.)
###
Contact

14. On PRLog Select this to Get Featured:
PR Distribution
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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Post in Order:
1. http://www.prlog.org
2. http://www.gamespress.com
3. http://www.gamerelease.net

15. Get Coverage – Who?
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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o YouTubers
o Twitchers
o Podcasts
o Blogs
o Press

16. Get Coverage – How?
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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Hey! I wanted to shoot you a quick note because I loved your
article on [similar game]. I'm with [Company] and we are making a
[type of game] game named [Whatever]. Would you like to check
out the demo? Here is a link to our Press Kit [link] and a couple
articles written about us [link, link, link]. We would love a review
or article from you, but even if not I would still be happy to send
you the demo.

17. Engage With Your Fans
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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Don’t just be a shill, actively
participate and talk to people.
o YouTube Channel
o Tumblr Blog
o Facebook
o Twitter
o LinkedIn

18. Hashtags
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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Always use: #indiegamedev #videogame
Always use: @names
Follow a Schedule
o 2PM WED - #IndieDevHour
o THUR - #TBT
o FRI - #FF
o SAT - #ScreenshotSaturday
o SUN - #SoundtrackSunday

19. Feed the Beast And Announce
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
Content Marketing – Content is King
Blog Posts – Developer Updates
Concept Art
Screenshots
Videos (Shows, Teasers, Trailers, Dev Diaries)
Playable Demos
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20. Content Creation
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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All 3 Does Not Exist
Good & Fast = Not Cheap
Fast & Cheap = Not Good
Cheap & Good = Not Fast

21. Get Featured In Store
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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10,000% Increase in Sales when Featured!
How? MAKE SOMETHING REMARKABLE
Reach out, but if the game isn’t unique and
amazing it won’t matter.

22. Trade Shows
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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o Press
o Exposure
o Feedback
o Awards

23. Ads… Maybe not
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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Ad Return is Minimal – Focus on Social Media, Blogs, and Press
“Every AAA Indie Game has a Long-Term Slow-
Burn Grass-Roots Awareness-Building
Campaign” ~ Chris Hecker of Spy Party
In special cases direct advertising on blogs can open communications for getting features
written by the site.

24. The Difference That Money Makes
What AAA Has That Indies Don’t
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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25. Getting Funding For Development
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
Green Light Pitches
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Executive meetings with
parent company to either
gain continued project
funding or immediately stop
development. Pitches take a
significant capital investment
and months of preparation.

26. C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
The Org Chart
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VP of
Marketing
PR Director
Community
Managers
Marketing
Director
Brand
Managers
Associates/
Specialists
Creative
Teams (Web/
Video)
Producers
Artists
VP of
Development
EP
Producers
Artists/
Programmers

27. Who Makes What?
Ad Agency
PR Agency
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
Create Key Art & Ads
Secure Editorial (free) Coverage
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Trailer House
Internal Artists
Teasers & Trailers
Tweaking Agency Assets

28. Champion/Challenger Strategy
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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100% Data Driven
System is compounded exponentially for
each ad in combination with a landing page.
Round 1 Round 2 Round 3
New
Champion
Challenger
Challenger
Challenger
Challenger
Challenger
Champion
Old
Champion
Opinions Do
Not Matter
The Winner
Wins

29. C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
Tracking Pixels
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30. Research
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
Larger developers have been
known to market-test their
games to destruction.
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Costly Large Scale
Focus Groups and
Biometric Playtesting
Followed by Both
Marketing and Game
Design Changes

31. $$ Gets Everyone Their Own Hat
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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Don’t Steal Other People’s Hats
Be Helpful when You Can
Do Your Job Well
Be Mindful of Your Place
Accept Your Roll
Choose Your Battles

32. Indie Vs AAA – Pros of Both
Learn a Wider Variety of Skills and Jobs
More Freedom and Less Approvals
Small Chance for a Huge Payout
Easier to Break Into
Super Hone Specific Skills of a Single Job
Talented People to Learn From
Consistent Paycheck
Looks Amazing on Resume
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
Indie
AAA
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33. What is There? How has it Changed?
Video Content
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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34. Types of Marketing videos
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
o Pitch Videos: 60 – 120 seconds (30 second cutdown)
o Ingame Cutscenes: 15 – 30 seconds
o Developer Diaries: 180 – 240 seconds
o Viral Videos: 30 – 45 seconds
o Teasers: 15 – 30 seconds
o Trailers: 90 – 150 seconds
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35. The Evolution of the Trailer
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
Cuts Per Minute
As time goes on
t h e r e i s a
consistent rise
in the number of
cuts per minute
in trailers, due
to the increase
in audiences
ability to quickly
c o n s u m e
content.
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Interactive Source: http://www.wired.com/2013/06/online-trailers-cuts/

36. From Preproduction to Compression
Making a Game Trailer
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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37. C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
The Story Arc
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38. C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
The Trailer Arc
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39. Preproduction (Before Shooting)
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
1. Develop script around features/limitations
2. Make a storyboard or a shot sheet
3. Get tech into the game and loadfiles built
4. Get a solid build and lock it
5. Ingame location scouting
6. Ingame character creation
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40. Production (Filming)
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
Setup
o Use best graphics card
o Fraps Settings: 30fps, Full-size
o Game Resolution: 1920x1080, Music: Off, SFX: On
o Test first clip and verify audio is recording and resolution is correct!!!
Shooting
o Move smoothly when operating camera
o Cover all shots from multiple angles
o If using actors: “No jumping!”
o Check shots off shot sheet
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41. Postproduction (Editing)
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
o Research sample trailers
o Find placeholder or final music
o Cut trailer to music
o Use “FPO” slugs
o Develop/buy/steal titles and logo stings
o Expect to have some pickup shots
o Do mographs last or inside of downtime
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42. Presentation is everything
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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Quality is king
9 out of the top 10 YouTube videos per year
are high quality & professionally produced.
Video is the Face of Your Game
The trailer or marketing video will
likely be the only interaction the
audience has with your game, So
show it off in it’s best light.

43. Shot killers
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
X Clipping
X LOD’d deco
X Bad or flickering textures
X Horizontal tearing
X Bad or repeat animations
X Bad angle or composition
X Sudden camera movement changes
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44. Tricks For Editing
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
1. Find the right music
2. Get best shots on the timeline
3. Open with hits and dips to black
4. Use 3 acts with varied pacing in action
5. Use flash frames for action transitions
6. Exploit the rise at the climax
7. Never resolve the story
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Finding
Music
95%
Editing
5%
E di to r ’ s H u m o r

45. Cheat when po$$ible
o audiojungle.net
o premiumbeat.com
o musicbakery.com
o freestockmusic.com
o videohive.net
o pond5.com
o revostock.com
o motionvfx.com
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
Music
Titles and Logo Stings
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46. Compression Settings for Upload
Basic Video Settings:
Width: 1,920
Height: 1,080
Frame Rate: 29.97
Field Order: Progressive
Aspect: Square Pixels (1.0)
TV Standard: NTSC
Profile: High
Level: 5.1
Checkbox Render at Maximum Depth
Bitrate Settings:
Bitrate Encoding: VBR, 2 pass
Target Bitrate [Mbps]: 20
Maximum Bitrate [Mbps]: 35
Basic Audio Settings:
Audio Codec: AAC
Sample Rate: 48000 Hz
Channels: Stereo
Audio Quality: High
Bitrate Settings:
Bitrate [kbps]: 320
Advanced Settings:
Precedence: Bitrate
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
Video
Audio
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Premier Export Settings
Format: H.264
Preset: HD 1080P 29.97
Checkbox Both Export Video and Export Audio
Just Above Export Button
Checkbox Use Maximum Render Quality
Note: Make a version with Video Target Bitrate [Mbps]: 14 and
Audio Bitrate [kbps]: 192 for the Press Kit.

47. The Press Kit, PR and Marketing
So Now What?
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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48. Press kit checklist
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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o Screenshots – 6 to 12 screenshots of the best of the best of gameplay.
o Video - Embedded YouTube and links to hires download.
o Playable Demo – A must have to request press coverage.
o Past Press Coverage - Every time someone writes a favorable blurb about your game, update
your kit.
o Game Info sheet - One page about the game and the team.
o Fact Sheet - Links to your website, dev blog, Twitter and Facebook accounts, as well as your
email address.
o Logos and Awards – Tastefully use your logo and if you get awards add them.
o Use presskit()
Partial Source: http://gamedev.tutsplus.com/articles/business-articles/promoting-your-indie-game-checklist/

49. PR and Marketing Resources
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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o Marketing Your Indie Game: http://is.gd/Rt0pxo
o An Indie Game Developer's Marketing Checklist: http://is.gd/a6217g
o How to Format a Press Release: http://is.gd/wAWHxM
o How to Annoy a Games Journalist with a Press Release: http://is.gd/r361Q2
o Free Press Release Distribution Sites: http://is.gd/AoXK8O
o TIG Forums Topic: Press Release Distribution Services: http://is.gd/35Sx0c
o 20 Tips for Indie Game Developers Using Social Media: http://is.gd/UCjs9C
o PixelProspector.com's The Big List of Indie Game Marketing: http://is.gd/cfd16B
o Market Your Indie Game on a $0 Budget (Presentation): http://is.gd/C2K5oI
o Using YouTube to Market Your Indie Game (Presentation): http://is.gd/gl3HRD
o Developers: Stop Being Shit - Indie Game Marketing (Presentation): http://is.gd/S0EG9X

50. Remember: Presentation is Everything
Questions And Answers
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
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