game connection speach 2012
DESCRIPTION
A talk I gave in Paris drawing similarities between what changes are happening in games to what changes took place when the Film industry was challenged by Television. Download the file for the notesTRANSCRIPT
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Publisher 2.0
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The History of Film
The Horse In Motion (1878)
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The History of Film
Workers Leaving the Lumiere Factory (1895) -December 28, 1895 in the basement the Salon Indien du Grand Café in Paris
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The History of Television
Scottish inventor John Logie Baird (1925-1926)
Broadcasting Begins (1941)
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Product Differences
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Core Tenants
FilmTV
• Episodic• Free• MVP launch strategy (Pilots)
• Service• Smaller Budgets• Niche genres
• Self Contained• Pay to Watch• Finished at launch• Product• Big Budgets• Blockbusters
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Correlation
Film
=
Box Games
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Correlation
TV
=
Digital Games
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Games Core Tenants
Box GamesDigital Games
• Evolving Content• Free• MVP launch strategy • Service• Smaller Budgets• Niche genres
• Self Contained• Pay to Play• Finished at launch• Product• Big Budgets• Blockbusters
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Marketing Differences
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Marketing Differences
Film Marketing• Push vs. Pull
• Compressed duration
• All about the trailer
• Heavy Paid media spend
• Reach focused
• Limited optimization
• Preview/Review focused
• One Sheets
• Drive traffic to theater
• Mass market
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Marketing Differences
TV Marketing• Pull vs. Push
• Messaging over time
• Preview next weeks episode
• Light paid media spend
• Retention focused
• Analytics driven optimization
• Content focused
• Digital and on channel
• Drive repeat views
• Niche generas
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Analytics vs. Branding
TV Marketing
• TV programming marketing is highly driven by analytics and optimization
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Case Study
TV Marketing
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Learnings
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Learnings
Applying TV Marketing Techniques to Games
• Communicate for a full season
• On network marketing is the most cost efficient and best used for retention
• Optimize based on data
• Don’t forget to entertain with your marketing
• Need to go off network for new shows and new viewers
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Learnings
Where is this already in practice?
"Our marketing strategy for HAWKEN is primarily all “inbound”. Instead of chasing our target audience with banner ads we’ve commissioned creative collateral coordinated as transmedia – an original graphic novel, digital comic, an eBook, a live action digital web series – that are cross-linked and search optimized to funnel players to playhawken.com. We use social media as an accelerant to broadcast the release of new content to remind and re-engage players. And we localize the content for each of our ten major territories." Mark Long, CEO Meteor Entertainment
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Learnings
Where is this already in practice?
“Defiance started out as a transmedia project from its inception, which means our world, characters, and events have been originally conceived to span these different mediums. Whether someone watches Defiance the TV show, plays Defiance the game, or even engages with Defiance on social platforms, they will get a unique part of the story, and the ability to become part of the overall story as it is being told.” – Alex Rodberg - Global Brand Director
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Learnings
Where is this already in practice?
"Marketing games through immersive storytelling brings audiences into the emotional disposition of the game, enabling fans to imagine how they will feel when they play. Pushing beyond the 30 and 60 second spots to something as big as Halo 4:Forward Unto Dawn allows us to scale both in terms of reach and engagement by telling a meaningful story as a direct entree to Halo 4. We believe fans are loving it and getting ready for the launch of Halo 4 on November 6th.” Matt McCloskey – Director of Franchise Business Management at 343 Industries
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Learnings
Where is this already in practice?
Licensing Events
Youtube Celebrity
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Marketing Differences
Marketing services is fundamentally different than marketing products