Tag Archive for marketing

Marketing and Public Relations

July 6, 2009 Contracts No comments

    There is little doubt that advertising, reviews, and recognition in the marketplace are vital to the success of any title. Typically marketing is the responsibility of the publisher. However, more and more games are being produced independently and are in need of at least some of the exposure the major titles enjoy. In many cases it’s possible to get recognition on a grassroots level. Word of mouth is a powerful tool and there is a growing development community that reviews and recommends game products. In most cases this is more than enough to get exposure for independent projects by individuals and small collaborative groups.

    However, taking your game to the next level may require you to seek professional help. To that end, if you can’t afford to employ a marketing guy outright, you may consider hiring a public relations or marketing firm. This entry will provide a (very) general idea of what these firms do, but more importantly it will discuss what goes into the agreement/contract you will have to sign when you engage one of these firms. It will also cover some of the things that should be in the contract to protect your own interests. Often these terms are only conspicuous in their absence, so unless you know what to look for you may find yourself with an out-of-control bill and little oversight over what this firm is doing for you.

    What do Marketing and PR firms do?

    A good marketing firm will evaluate your product and come up with the most effective strategy to expose your product to the broadest market in the best light. Doing this involves creating a project proposal that explains the demographic(s) targeted, what tools and materials the firm feels will best reach that audience, and the media outlets that the firm has access to that can reach that audience. A PR firm usually focuses on “free” exposure, such as media publications, press releases, and other opportunities to improve you or your product’s reputation in the marketplace. In some ways public relations could be viewed as a subset of marketing—marketing is more generally related to creating the brand and influencing how that brand is received by the public. PR involves improving the image and reputation of that brand.

    What’s in the Agreement?

    The agreements will differ depending on what you’re buying. Generally the Agreement (typically a “Consulting Agreement” but sometimes an engagement letter or “Marketing Agreement”) comes in two parts: the contract and the project proposal, which outlines some of what I stated above and usually a great deal more.

    The Contract

    In almost all cases the contract will be for “consulting services” related to public relations and/or marketing. This should tell you two things—one, the firm you’re hiring is an independent contractor, and two, you will be on the hook for all or almost all expenses relating to the production of marketing material. Most firms charge a monthly “basic fee” for the consulting services alone. This usually doesn’t include any out-of-pocket, vendor, or third party contractor fees or expenses. Some things to look out for (by no means all-inclusive):

  • The right to approve expenditures, including anticipated costs, fees, and expenses, including but not limited to out-of-pocket and third party vendor/contractor fees. Approval should be sought in writing and should only be given in writing. The sum approved and precisely for what should be carefully documented and kept for your files.
  • The right to approve or change the project proposal.
  • Costs resulting from delays caused by the marketing/PR firm are the sole responsibility of the firm—if the project exceeds the projected timeframe for completion because of negligence or inappropriate conduct by the firm, the firm should be on the hook for all late fees and expenses resulting from the delay—this includes overtime for third party vendors, etc. Don’t worry. It is very likely that the firm will ask for the same for you, in the event that delays are your fault.
  • Retention of all IP rights: generally this will already be in the agreement, but if it isn’t, make sure to have it included. You want to make sure you not only retain all of your original trademarks and copyrights, but you want to make it clear that you are the owner of any trademarks and copyrights resulting from the project. You want to also make sure that the firm will warrant that no third party contractors will have a claim or stake in the resulting IP. As it is usually the firm that procures those contractors, it’s not unreasonable to ask for a copy of their form IC agreement.
  • Limited trademark license: The firm needs the right to use your trademark if they are going to produce anything for you. A trademark license that may be sublicensed to third parties but that is limited to use in connection with/for the benefit of the project should protect you from any unlawful uses or reproductions. The firm may ask for the right to use the mark in connection with its own marketing materials (e.g., the “clients” page of its website).
  • NDA/Confidentiality. This should include any information you provide to the firm and any market data, surveys, or results the firm obtains by its own efforts in connection with the project and your product.

    The Project Proposal

    At a minimum, the project proposal should include an itemized projection of anticipated costs and when/how frequently those costs will be incurred. More importantly, you should know why you’re incurring those costs. This is why you will want the right to change the project proposal and the right to approve expenses—in some cases they may include something that you can already provide for free or at a lesser cost.

    Choosing the right firm comes down to reputation and actual prior results. Do your homework and make sure the firm or individual you’re considering has experience in your industry and with your type of product. As “picking the right marketing firm” is outside the purview of this blog I’ll defer to the myriad of advice pages on that question.

Marketing to Women Gamers

March 13, 2009 Women in Games No comments

            ”There is no definition of a female gamer, and trying to tack a label to them does a disservice. The female gamer is simply a female who plays games. She’s just as diverse as any other market out there.”—Sheri Graner Ray

    Recently a GameStop training video made it to YouTube. It apparently isn’t a joke or hoax, although after the first minute one couldn’t help but hope. It seems strange that the demographic responsible for making 85% of all consumer buying decisions should be considered a “new breed of consumer” that remains a mystery to “over 50% of the population”. According to U.S. censuses women outnumber men, so I can only guess that those statements are meant to be hyperbolic.

    What is truly bizarre is that most of the marketing and handling points made in the video are not gender specific. Up-selling applies to both sexes. Consumer buying behavior such as the “hunter” versus “grazer” oversimplification applies to every purchaser for every kind of product. There are marketing and selling techniques that work more effectively on women than men, but GameStop didn’t really nail any of them. In fact they missed two of the major points by assuming that most women aren’t really interested in game products and generally insulting the intelligence of most female purchasers (not to mention their employees).

    Most industries, particularly media industries, are familiar with marketing towards women. The games industry is certainly getting better at it. According to the ESA, women represent approximately 40% of the gaming population. Most of those women are over 18. Other studies suggest that the numbers are even higher. Women also account for almost 45% of all consumer electronic purchases in the U.S. So how are games being marketed to women? What techniques are proving most effective? A December 2006 study conducted in Madrid in sheds substantial light on the topic and is worth reading if you plan on appealing to the female market. 1,788 surveys were used in that study.

  • Keep it casual. There is some evidence that most female gamers are attracted to casual games. According to a September 2006 study by Parks Associates, 59% of American consumers who play on mobile phones are women. Simple, casual puzzle games are frequently cited by studies and analysts as being less threatening and/or more attractive to women. Independent developers are already well-positioned for exploiting this market. It’s also worth noting here that according to the Madrid study, 72% of female gamers play on PCs. Other studies, including national statistical leisure studies for the UK, contend that women have less leisure time than men. Games that offer greater rewards for less commitment may therefore be more attractive to women.
  • Co-op is a good idea. When women aren’t playing against the machine, they prefer to play with friends or family both online and off. 38% of the respondents to the Madrid study play with friends and family. Furthermore, studies show that women prefer to engage in social activities during their free time. Co-op games allows for players to use games as a fun and social event.
  • Get a female opinion (preferably several). Every marketing plan requires analysis. That means evaluating your product’s strengths, weaknesses, competition, and audience. Test and market pools are therefore a necessary evil when selling a product. One of the key factors to marketing to women is determining what women look for in game titles. If you want to make a shooter but you still want it to appeal to women, determine what other game elements women consider. Preferences cited by the Madrid study include problem-solving, strategy and puzzles, cooperative and interactive games, female lead characters and elaborate plots.
  • Emphasize the preferred elements in marketing materials and in the course of sale. If you are designing marketing materials for women or if you are a retailer selling to a woman, do not over-emphasize features that lack any kind of appeal to women. The purchaser needs to know why the game is valuable to her. Listing the standard game features without highlighting the features attractive to her won’t help you make the sale.
  • Don’t assume that women won’t like your game. Never assume that girls will not play your game. Women play Gears of War, Resident Evil, Street Fighter, Call of Duty, GTA, and every other shooter and sandbox game out there. Women belong to clans, guilds, and other online teams. Women compete in Professional Gaming events. There is a very good chance that if your game achieves any level of success, some girl out there will play it. There is always the potential for a female audience and it is folly to completely ignore that audience. Knowing your female audience is more important than merely acknowledging that a general female audience exists.
  • Employ women to sell your product. Women are generally less threatening to other women and are better able to communicate with other women. Purchasers, in turn, are more likely to buy from someone who speaks their language and understands their needs.

    I’ve included the video for a laugh but it’s ineffective, embarrassing, and unprofessional. Calling women a “new breed of consumer” is patently ironic. Women aren’t new to the game market and they certainly aren’t new to consumerism.