1. Marketing & PR strategy for Russian market

2. Product Overview
Action RTS, MOBA, DotA based MMO game
Release date: October, 27 2009
Free2play, Freemium model
32 million registered players – “League of Legends now
bigger than World of Warcraft” PC Gamer
1.3 million people are playing at the same time
4.2 million daily players
Official discipline of WCG 2010 & 2011
Multiple awards from IGN, Gamasutra, Gamespy and
others
In Russia: not published, unofficially localized by fans

3. Russia: what is necessary to know
Saint-Petersburg Moscow Russia
Population 16+ 57 762 200
4 008 500 9 190 000
43,8%
53,1% 44,6%
Gender 46,9% 55,4%
56,2%
Education
4,5% 63,2% 32,3% 5,6% 57,8% 36,5% 6,6% 66% 27,4%
(inc.secondarysecondaryhigher)
Income(А/В/С/no answer*) 19% 43,4% 13,8% 23,8% 24,2% 40% 15% 20,8% 24,2% 40% 14% 21,8%
16-19 4,5% 4% 5,3%
Age 20-24 9,2% 7,6% 10%
25-34 19,6% 19,4% 20,8%
35-44 15,9% 18,1% 16,5%
18,3% 19,8% 18,4%
45-54
15,4% 14,8% 14,3%
55-64
17,2% 16,4% 14,7%
65+
Unemployed 2,6% 3,7% 3,3%
Social status
Housewives 4,6% 7% 5,7%
Students 5% 4,7% 6,6%
White-collar workers 10,3% 12,3% 12,4%
Managers 10,9% 12,4% 9,7%
Specialists 13,2% 17,3% 14,6%
Other 15% 11% 12%
Blue-collar workers 15,4% 9,2% 14,8%
Pensioners 23% 22,5% 20,9%
*- Income A: below average, B: average, C: above average
** - According to TNS Gallup Russia, M’Index statistics, 2011

4. Russian gamers’ social-demographic stats
Playing computer games at least once a week Social status
Far East Region
5%
Housewives, young
mums Other Managers
7% 13% 11%
Siberian Region Unemployed Specialists
15% Central Region 5% 17%
30%
Ural Region Pensioners
8% 5%
White-collar
Southern Students workers
Region Northwest 13% Blue-collar 13%
11% Region workers
11% 16%
Privolzhsky Region Male/16-19
20%
Male/20-24
Age/Gender 1%
Monthly income, per person Male/25-34
4% 7% Male/35-44
8%
10% Male/45-54
9% Male/55-64
A: Below
No answer average Male/65+
23% 24% Female/16-
17% 19
13% Female/20-
C: Above 24
average Female/25-
34
15% B: Average Female/35-
7% 10% 44
38% Female/45-
4% 54
7% Female/55-
64
1% 2%
*- According to TNS Gallup Russia, M’Index statistics, 2011

5. Russian gamers’ social-demographic stats
Age/Gender
% of TA
TA Affinity*
TA Affinity*
% of TA
*- Affinity higher than 100 means that this kind of activities is more typical for this group than for a whole concerned population
**- According to TNS Gallup Russia, M’Index statistics, 2011

6. % of TA
Russian gamers’ social-demographic stats
TA Affinity*
*- Affinity higher than 100 means that this kind of activities is more typical for this group than for a whole concerned population
**- According to TNS Gallup Russia, M’Index statistics, 2011

7. Target Audience
According to the social status auditory can be divided into three groups:
Students & unemployed (a lot of free time, low personal income)
Blue-collars & white-collars («grown-up» students with income below
average, possibly –without higher education)
Managers & specialists (independent consumers, «intellectuals», income
above average)
Prevailing majority of gamers: men, 16-44
The younger man is – the harder he plays
The core of the TA: men, 25-34

8. Competitive Scene
Product Developer Release Type Model Publisher in Year of Total Ads
date Russia localization registered preferences*
players
World of Wargaming.net 2010 MMO- f2p Wargaming.net 2010 18+ million Internet, TV,
Tanks action press
World of Blizzard 2004 MMORPG p2p Blizzard 2008 12+ million Internet, TV,
Warcraft Entertainment Entertainment press
Linage 2 NCSoft 2003 MMORPG f2p Innova Systems 2008 20+ million Internet, press
RIFT TRION 2011 MMORPG p2p Belver 2011 Internet, press,
TV
Bloodline Stunlock Studios 2011 MOBA f2p Innova Systems 2011 Internet
Champions
Heroes of S2 Games 2010 MOBA f2p Garena 2011 Internet
Newerth
Allods Astrum Nival 2010 MMORPG f2p Astrum Nival 2010 4+ million Internet, TV,
press
Perfect Beijing Perfect 2005 MMORPG f2p Astrum Nival 2008 6.5 million Internet, TV,
World World press
Aion NCSoft 2008 MMORPG p2p- Innova Systems 2009 Internet, press,
>f2p TV
Karos GalaxyGate 2010 MMORPG f2p NIKITA ONLINE 2010 Internet, TV, pre
ss
Rappelz Gala Lab 2009 MMORPG f2p NIKITA ONLINE 2010 Internet, press
EVE Online CCP Games 2003 MMORPG p2p CCP Games 2010 360+ Internet, TV,
thousand press
*- According to TNS Gallup Russia statistics, 2011

9. Most advertised in 2011*
1 Perfect World
2 Allods
3 World of Tanks
4 Linage 2
5 Karos
6 World of Warcraft
7 Rappelz
8 EVE Online
*- According to TNS Gallup Russia statistics, 2011

10. SWOT analysis
Factors Helpful Harmful
Internal origin Strengths Weaknesses
Innovative multiplayer mechanics Outdating graphics engine
Successful development of the Lack of connection to the well-known
DotA gameplay features DotA: Allstars image (considering it as
Original game design the easiest way to present & describe
Achieved server stability the product in Russia)
Player’s Activity Moderation system No Russian localization
invention Lack of campaign mode and single
Free2play model helps avoid player options
widespread piracy in Russia
External origin Opportunities Threats
Large existing & highly active High variety of MMO games
community of Russian LoL players throughout the market
Active & vast auditory of young Aggressive competition
gamers between MMO games, the social
Massive ready-to-join-in community networks’ API products & browser
of the former DotA players games on Russian market
Undeveloped potential of the Russian Number of developing DotA clones
social networks (Heroes of Newerth, Demigod,
High interest in MMOG throughout Bloodline Champions, etc.)
Russia Upcoming release of DOTA 2 (!)

11. Online PR strategy
Newsletters, press-releases
Special interactive projects with online-media
Online competitions

12. Offline PR strategy
Initiation of speakers comments & experts review
Beta testing by the leading Russian gaming magazines and post-
releases
Open beta testing
Event: The Official Presentation of the Russian League of Legends:
Product presentation
Press-conference
First Russian League of Legends open tournament
Russian celebrities engagement
“Igromir” exhibition involvement
Press-meetings
Partnership development & cross-promotion – specialized
media, cinemas, game-portals, gaming devices
manufacturers, fashion brands & retailers
Additional merchandise development

13. Online Marketing strategy
Banner advertising campaign throughout the largest gaming
communities of Russian Internet
Initiation of previews & experts reviews on the most
popular gaming portals
Consolidation of unofficial community resources
Development of the mobile and API applications, giving
ability to instantly use resources of the community, store
etc.
Payment system development (integration with the most
popular on-line & electronic payment services)

14. Offline Marketing strategy
ATL:
Gaming, IT, lifestyle press advertising
Outdoor advertising
TV advertising
Sport TV-programs sponsorship
Cinemas
BTL (Moscow, St.Petersburg, Yekaterinburg, Nizhny Novgorod,
etc.):
Promo-actions - introducing LoL at malls
Theatrical & dressed street promotion actions

15. Community Development strategy
Community meetings (meeting with
developers, cosplay parties, LoL
birthday parties, etc.)
Creative contests (fan-art,
development ideas, etc.)
Local & inter-region tournaments
and championships
European communities integration
LoL Live Learning Center (live
training courses & team games for
one’s who wants to become a
professional player)

16. Social Network Service development strategy
Deep Vkontakte.ru (vk.com) integration: total of 110
million of users, 30 million users daily, 70% - Russians
Gaining control of the existing vkontakte communities (55k
members)
Special game content offer for the community members
Special encouragement for new members attraction
Russian Facebook community development
My.mail.ru & Yandex social services integration

17. Thank you for your attention!
by Ivan Danyushkin
Marketing & PR specialist
St.Petersburg, Russia
E-mail: danushkin@gmail.com
Skype: jbpiton
Cell: 007 921 183 53 87