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Marketing in the Age of Microtransactions
- 2. Marketing in the Age of Microtransactions Julien Wera - ICO Partners
- 10. Uncreative Data-Driven Marketing Without creativity : it works, it’s relatively safe, but it won’t differenciate you from the competition.
- 11. Creative Data-Driven Marketing Data-Driven + Creativity : Data gives you the foundation, of your marketing, creativity brings this little extra that will make you special.
- 13. Ex : Marketing Budget PC F2P
- 15. Marketing in Traditional Model
- 16. Free-to-Play vs. Traditional Model
- 17. Free-to-Play vs. Traditional Model
- 20. Evolve… or else
- 22. (Not a valid business strategy)
- 24. Ex : League of Legends
- 25. Ex : Battlefield Heroes
- 29. Ex : F2P Titles at Retail
Notas do Editor
- Pre-launch for Pre-Orders and to maximize the launch. Focus on the « launch effect » because of the limited retail space. Then do nothing, except sometimes on DLCs.
- « Launch effect » is usually negative : at « launch » (Open Beta), a game is rarely stable enough to properly retain and monetize users Userbase is built over time, on the long run
- Bumps for expansion launches and specific push Marketing spendings grow along with the revenue Requires ongoing optimization and testing
- Anybody can organize events, but it’s up to the studio to make them newsworthy through assets, creative communication, etc.
- Marketing is a lot of money to put in the hands of the wrong people Young people with no preconceptions might be more effective than expensive old-wolves with the wrong habits
- Can be interesting for communication and visibility, but shouldn’t be a focus, and will only represent a very small share of your userbase.