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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...
o  Lead Video Editor, Technical Director at WB Games’ Turbine Studio for 10 years
o  Over 265 trailers and marketing video...
Brand vs Marketing
What is Brand?
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
3
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
Reput...
Marketing Vs Branding
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
5
Source:hermesservicesgroup.com
A move From Hope to Faith
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
6
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
7
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 ...
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 an...
Game Monetization Funnel
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
10
MUSTREADSource:http://bit.ly/B...
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
11
Get Coverage – Who?
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
12
o  YouTubers
o  Twitchers
o  Podcas...
Get Coverage – How?
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
Press Kit
Description
Press Releases
T...
Engage With Your Fans
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
14
Don’t just be a shill, actively
p...
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...
Content Creation
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
16
All 3 Does Not Exist
Good & Fast = Not...
Get Featured In Store
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
17
10,000% Increase in Sales when Fe...
Trade Shows
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
18
o  Press
o  Exposure
o  Feedback
o  Awards
Ads… Maybe not
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
19
Ad Return is Minimal – Focus on Social M...
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 Dalry...
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
21
Exe...
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
The Org Chart
22
VP of
Marketing
PR Director
Community
Man...
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
...
Champion/Challenger Strategy
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
24
100% Data Driven
System is...
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
Tracking Pixels
25
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 ...
$$ Gets Everyone Their Own Hat
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
27
Don’t Steal Other People...
Doing the Job
So Now What?
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
28
Indie Vs AAA – Pros of Both
Learn a Wider Variety of Skills and Jobs
More Freedom and Less Approvals
Small Chance for a Hu...
Press kit checklist
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
30
o  Screenshots – 6 to 12 screenshot...
PR and Marketing Resources
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple
31
o  Marketing Your Indie Game...
Remember: Presentation is Everything 
Questions And Answers
C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrympl...
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Video Game Marketing - A Behind the Scenes Look at Industry Standards and Trade Secrets, By Jack Dalrymple

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Game industry veteran Jack Dalrymple gives an insider look at marketing video games, including AAA practices and how to successfully market indie games.

Video Game Marketing Lecture: What is Brand? Brand vs Marketing, Brand Determines Loyalty, A Move From Hope to Faith, What is Marketing? Under the Marketing Umbrella, Marketing 101, Everything Leads to Sales, Marketing Related to Games, Game Monetization Funnel, What Makes a Game Successful, How To Get Fans, Get Coverage – Who? Get Coverage – How? Engage With Your Fans, Feed the Beast And Announce, Content Marketing, Content Creation, Get Featured In Store, Trade Shows, Ads... Maybe not, What AAA Has That Indies Don’t, The Difference That Money Makes, Getting Funding For Development, Green Light Pitches, Who Makes What? Champion/Challenger Strategy, Research, $$ Gets Everyone Their Own Hat, So Now What? Doing the Job, Indie Vs AAA – Pros of Both, Press kit checklist, PR and Marketing Resources, Remember: Presentation is Everything


About Jack Dalrymple
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 cutscenes with over 9 million views online and built and managed one of the first live HD game capture cinematics studios in the world.

Jack mentors at MassDiGi, where he speaks and gives students direction and feedback on their game trailers. His all encompassing approach to design, presentation and consistency across brand is leading the marketing initiative to launch Ape Law’s first-person horror adventure game, Albino Lullaby (AlbinoLullaby.com). With Cap and Cut (CAPandCUT.com), Jack maintains the highest quality mobile capture rig in the Greater Boston Area and is available for game capture and game trailer production for indie and AAA studios across the region.

Published in: Marketing
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Video Game Marketing - A Behind the Scenes Look at Industry Standards and Trade Secrets, By Jack Dalrymple

  1. 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. 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 2
  3. 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 3
  4. 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 4 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. 5. Marketing Vs Branding C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple 5 Source:hermesservicesgroup.com
  6. 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 6
  7. 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 7
  8. 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 8
  9. 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 9 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. 10. Game Monetization Funnel C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple 10 MUSTREADSource:http://bit.ly/BreakingIntoSocialGaming
  11. 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 11
  12. 12. Get Coverage – Who? C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple 12 o  YouTubers o  Twitchers o  Podcasts o  Blogs o  Press
  13. 13. Get Coverage – How? 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) 13 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.
  14. 14. Engage With Your Fans C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple 14 Don’t just be a shill, actively participate and talk to people. o  YouTube Channel o  Tumblr Blog o  Facebook o  Twitter o  LinkedIn
  15. 15. 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 15
  16. 16. Content Creation C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple 16 All 3 Does Not Exist Good & Fast = Not Cheap Fast & Cheap = Not Good Cheap & Good = Not Fast
  17. 17. Get Featured In Store C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple 17 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.
  18. 18. Trade Shows C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple 18 o  Press o  Exposure o  Feedback o  Awards
  19. 19. Ads… Maybe not C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple 19 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.
  20. 20. 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 20
  21. 21. 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 21 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.
  22. 22. C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple The Org Chart 22 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
  23. 23. 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 23 Trailer House Internal Artists Teasers & Trailers Tweaking Agency Assets
  24. 24. Champion/Challenger Strategy C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple 24 100% 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
  25. 25. C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple Tracking Pixels 25
  26. 26. 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. 26 Costly Large Scale Focus Groups and Biometric Playtesting Followed by Both Marketing and Game Design Changes
  27. 27. $$ Gets Everyone Their Own Hat C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple 27 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
  28. 28. Doing the Job So Now What? C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple 28
  29. 29. 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 29
  30. 30. Press kit checklist C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple 30 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/
  31. 31. PR and Marketing Resources C a p A n d C u t . c o m/v/ Game Marketing • By Jack Dalrymple 31 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
  32. 32. 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 32

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