social gaming summit berlin 2012

Beyond Performance Marketing: Survival Tips for Social Gaming

Publishers23 May 2012

AgendaBackground

Do not rely on performance marketingThe Right Way to Launch A Social Game

Promotion is the key

Summary

Background

Lloyd Melnick

fiveonenine games

More stars than Manchester CityEx-Studio Head of EA’s

North Carolina officeMember founding

management team at Motricity and Appia

Team lead at RIM’s NC studio

20 year veteran of IBM/Microsoft/Citrix

GM Europe and LATAM at Disney/Playdom

Gardens of TimeShutter IslandCity of WonderMortimer BeckettBig City AdventureMadden 3DSNascar Kart Racing

WiiWoodland Heroes

Do not rely on performance marketing

Cost of Ads SkyrocketingCPM increases 41%

year on yearCPC increases 23%

versus Q4 2011Huge variance

makes planning difficult

Engagement drops 8% in US

Courtesy TBG Digital

Limited Audience

The Right Way to Launch A Social Game

Launch Plan

Pre-Launch

Launch

Post Launch

Key Elements to Pre-Launch Phase• Test• Involve

Customers

Research

• Steps• Resources• Goals

Plan

Pre-Launch Fundamentals

Target Distribution Promotion

Know thy customerDemographicInterestsValue propositionPositioning

Campaign Story is a political social game simulation targeting women 30 and older

Launch PlanThe details of who does what when and

where

Numbers, numbers, numbersInitial spends

Triggers

Cash flow and reserve

LTV

DAU

CoordinateYou

Media Partner

s

Ad AgencyPress

Platforms

Key Elements to Launch

When and Where

Promotion

Support

When and Where

When

• Minimum Desirable Product• Full Beta

When II

• Speed to Market• Competitive Launches

Where

• Facebook English• Philippines, Indonesia, Thailand• Global

Promotion/Media Mix

Performance Social TV

Web Videos PR

Support is marketing

Customer service

Community management

Social media

Post-Launch: Measure and React

Adjust

Analyze

Measure

Promotion is the key

Television

Multiple TV OptionsExcess Inventory

Joint Ventures

“Infomercials”

Traditional Advertising

Multimedia Distribution

Even More Options

Joint Venture/Rev Share

House Ads

Cross Promotion

Ad Sponsored

Social Media

Easy Way Out

Not just ads

Create a dialogue

Events and

promotions

At least match Chrysler • Fan pages• Promotions• Events• Giveaways

Facebook

• Company • Game

Twitter

• Game devs

Tumblr

• Pinterest• Instagram

Other

Performance Options• TBG, SOMO, MdotM

Mediation Media buying

• Facebook adsDirect

• Millenial, iAdsAd networks

Marketing VideosMultiple videos on YouTube

• 15 seconds• 30 seconds• 60 seconds• 120 seconds

Different styles

• Gameplay• Traditional

ads

Embed

• Fiveonenine website

• Parent companies cross promotion

• Press

Attempt to go viral

• Don’t force product

• Not boring• Emotional

roller coaster

• Surprise

Web

Targeted Blogs

Special interest

s

Know thy

consumer

Summary

SummaryPerformance marketing is part of the plan, not THE PLAN

Do not neglect traditional marketing channels

Performance marketing is still important

Measure and react

Thank you

Lloyd.melnick@fiveoneninegames.comTwitter: Lloyd Melnick

http://lloydmelnick.com/