A practical guide to indie game marketing 1st Edition by Joel Dreskin 1138801542 9781138801547

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Product details:

ISBN-10 :  1138801542 

ISBN-13 :  9781138801547 

Author:   Joel Dreskin 

Learn how to market for your indie game, even with a small budget and limited resources. For those who want to earn a regular income from making indie games, marketing can be nearly as vital to the success of the game as the game itself. A Practical Guide to Indie Game Marketing provides you with the tools needed to build visibility and sell your game. With special focus on developers with small budgets and limited staff and resources, this book is packed with recommendations and techniques that you can put to use immediately. As a seasoned marketing professional, author Joel Dreskin provides insight into practical, real-world experiences from marketing numerous successful games and also shares tips on mistakes to avoid. Presented in an easy to read format, A Practical Guide to Indie Game Marketing includes information on establishing an audience and increasing visibility so you can build successes with your studio and games. Through case studies, examples, guidelines and tips, you will learn best practices for developing plans for your game launches, PR, community engagement, channel promotions and more Sample timelines help you determine how long in advance of a launch to prepare your first public communications, when to announce your game, as well as recommended timing for releasing different game assets Book also includes marketing checklist ‘cheat sheets’, dos and don’ts and additional resources

A practical guide to indie game marketing 1st Table of contents:

1 Introduction
Welcome!
Who Is This Book For?
How This Book Is Presented and Organized
About the Author
Let’s Get Started!
2 Marketing Fundamentals
Where to Start
Marketing Fundamentals
Description: What Is This Game?
Positioning: Identifying an Appropriate Place for Your Game
Positioning Statement vs. Tagline
Unique Selling Proposition (USP): What Makes This Game So Special?
Developing Your Marketing Fundamentals
Style of Game
Target Audience
The Four “Ps”
Release Timing
Financials
Your game development budget amount
Your game’s revenue goals—good, better, best
Paths to Marketplace
Publisher vs. Self-Publishing
Your Decision
Marketing Staffing
Should You Do It Yourself?
Options for Marketing Staffing, Beyond Yourself!
As You Grow
Recommended Exercises:
Notes
3 Branding
Branding: The Philosophical and the Practical
The Philosophical
The Practical
Brand Development
Examples of Established Branding
The Brand Development Process: 8 Steps
1 The Facts
2 Answers to These Essential Questions
3 Create Your Brand “Personality”
4 Competitive Landscape
5 Target Audience
You Are the Company You Keep
6 Differentiators
7 Your Brand/Mission/Product Statement
8 Your Brand Bible a.k.a. the Core Pitch
The Practical Side of Branding
Naming, Trademarking, Logo Design
Protecting Your Brand: The Legal Stuff
A Final Word on Branding
Recommended Exercises:
4 Developing Your Marketing Campaign and Calendar
When to Begin Thinking about Marketing
Determine Your Plan’s Focus
1 Target Audience: Who Are They? Who Do I Want Them to Be?
2 Differentiators: How Will My Game Stand Out?
3 Launch Date: When Do I Plan to Release My Game?
4 Announce Date: When Should I Tell the World about the Game I’m Making?
Creating Your Marketing Roadmap
1 Creating Awareness, Sustaining Interest and Building to a Peak
2 Generating Interest and Momentum as Your Game’s Release Date Approaches
Sources of Inspiration
Recommended Exercises:
5 Marketing Vehicles That Can Work Well for Indies
PR
Audience Development—Social Media, Email and Beyond
Channel
Events
Promotions
Awards / Competitions
Playable Code
Your Website
Paid
Recommended Exercises:
6 Developing the Marketing Plan
Paid, Earned and Owned Media
Marketing Mix Throughout Launch, Build and Beyond
Sample Marketing Plan
Release Planning Across Multiple Platforms and Channels
Developing a Sustaining Plan
Schedule Recalibrations
Recommended Exercise:
7 PR
Should I Hire Someone to Do My PR, or Do It Myself?
Types of Press
Types of Coverage
Building a Press List
Should I Really Add People Without Asking First?
How Do I Grow the List?
Other Ideas for Building Your Press List
How to Talk to Press
Throwing a Good Pitch
Sample Pitch: Octagon
Making Big Announcements
Sample Media Alert: Cognition
Posting a Press Assets Page or “Press Kit”
When to Talk With Press
Distributing Review Copies
How Can I Get Good Reviews of My Game?
Don’t Give Up!
Recommended Exercises:
8 Marketing Materials
General Considerations / Guidelines
Quick Read
Super Rigorous Fidelity: Yes or No?
First Assets
Game Name / Visual Treatment
Central Image
Marketing Assets: Key Goals
Marketing Materials—Top Info
Videos
Screenshots
Icons
Store Pages
View in Context
Logo Soup
Updating Marketing Materials
Recommended Exercises:
9 Audience/Community Development
Personality and Tone
Your Website
Key Facts: Top Level Importance for the Home Page on Your Website
Information on Your Latest Game
Additional Content Recommendations for Your Website:
Email
Ways to Build Your Mailing List
Social Media Channels
Community Forums
Online Video Channels
Additional Audience Development Initiatives
Communication Channel Matrix
Recommended Exercises:
10 Post-Launch
Immediately after Launch
Reviews / Coverage Follow-Up with Press
Social Media
Game Support
Product Life Cycle
New Content Additions
Planned Promotions
Community-Driven Programs
Pricing
Additional Post-Launch Considerations
Awards
Merchandise
Series
Library / Back Catalog
Recommended Exercises:
11 What If Something Goes Wrong?!
Plan for Flexibility
If Disaster or “The Unexpected” Strikes
Concluding Thoughts
Appendix 1 Glossary
Appendix 2 Marketing Fundamentals Worksheet
Your Elevator Pitch
Positioning Statement
Unique Selling Proposition
Style of Game
Target Audience
Price
Product
Promotion
Place
Planned Platforms
Planned Release Timing
Game Performance Targets
Unit Sales Goals
Revenue Goals
Estimated Marketing Spending Budget
Pursue Publisher or Self-Publish?
Marketing lead(s)
Appendix 3 Marketing Plan Outline
Set Up / Situation Analysis
Fundamentals
Key Goals
Strategy
Timeline
Plan Details—by Vehicle
Post-Launch / Sustaining Plans
Additional
Appendix 4 Checklists
Key Information for Most Marketing Materials
Key Information for PR Materials
Appendix 5 Press Release Worksheet
Press Release Template / Worksheet
Headline/Subhead
For Immediate Release
Opening lines
Supporting paragraphs
Additional information / details
Boilerplate—about (Studio)

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