1. LESSON #14: Game Marketing #2: More Trailers and Conferences
COMP 50 Game Design
LESSON #14: Game Marketing #2: More Trailers and Conferences

2. 1. Open Digital Prototype Testing! 2. Review of first drafts of
TODAY:
1. Open Digital Prototype Testing!
2. Review of first drafts of
Game Marketing Materials:
Website, Press Kit and Trailers.
3. Marketing #3: Conferences
DUE NEXT WEEK:
Final Class Build, Marketing Materials, Peer Evaluations and Presentations

3. PART 1: DIGITAL PLAYTESTING
SET UP (<5 minutes):
Teams Choose Tables
Set up game digital prototype on 2-3 laptops.
Decide initial Observers (1-2) and Players.
Discuss: Do you want 1-3 points/ instructions to share with visiting players? Write them down!

4. PART 1: DIGITAL PLAYTESTING
PLAYTEST ROUNDS (20 minutes each):
Observers stay to manage playtest, Players find other games to play.
If team chose 1-3 instructions, give them.
Players attempt to play prototype (5-10 min). Observers take notes!
Players fill out questionnaire (5 minutes).
Time permitting, discuss answers.

5. PART 2: Marketing Materials Review: TRAILERS, PRESS KIT, and WEBSITE
Due Today: basic drafts: WEBSITE: Use free option like Weebly or Wix.com. Include: Press Kit, Team (bio/class/photos), Game Download Link PRESS KIT: High Res images (screenshots, characters, logo), Press Release, and Trailer. TRAILER: seconds, featuring gameplay. Consider audience to decide core message (explain game vs awesome) and pacing. Capture with Fraps, Quicktime, etc., edit in iMovie, After Effects etc.

6. Trailer Examples GGJ 2014: Maintain Eye Contact:
Robot Roller-Derby Disco Dodgeball: Audience/Genre?
DinoTrucks: Mechanics and Audience
Slam Bolt Scrappers: Mechanics and Audience:
Girls Like Robots: Mechanics
Ridiculous Fishing (Pacing):
Kiwanuka (pacing, music):
Organ Trail (Call back):
AaaaaAAaaaAAAaaAAAAaAAAAA!!! (Force = Mass x Acceleration)
Shoot Many Robots:
Teaser:
Gameplay:
Re-announcement:

7. Be careful about what your trailer promises!
Trailer Examples
A trailer, a box cover, and other marketing materials, communicates the FANTASY of your game. Consider the original arcade stand art, that made pacman and space invaders and centipede look 3D, or have faces. See the cover, then play much simpler visual experience, but we superimpose our memory of the cover onto that great play
Be careful about what your trailer promises!
Why was the Pokemon Go trailer problematic? Where did they sell a fantasy effectively (where we did not expect the game to actually look like that video), and where did they seem to make promises that later caused us to feel let down?

8. PART 3: Marketing #3: Conferences

9. Question: Why Show at Conferences?

10. Question: Why Show at Conferences?
1. Meet Public: Spread the word about your game!
2. Meet the Press: Get contacts,
write-ups and reviews
3. Get tons of testing: Get testers in one weekend!

11. Question: Why Show at Conferences?
WHAT CONFERENCE TO CHOOSE?
PAX……..
SXSW…..
BFIG…….
GENCON
…etc

12. Question: Why Show at Conferences?
WHAT CONFERENCE TO CHOOSE?
All of the above!

13. Question: Why Show at Conferences?
COSTS:
Rent table/booth space.
Packing in and packing out.
Presentation materials: posters, banners, support structures, branded give-aways.
Clipboards/tablets for mailing list
Many game displays, including a large TV
People (teammates/friends) to invite traffic to booth, manage game sessions, manage mailing list and give-aways, talk to press/interviews.

14. Question: Why Show at Conferences?
NO/LOW COST OPTIONS:
Set up in the “Free Play” area.
Participate in alterna-cons.
Show your game at various meet-ups.
Bring your game to schools/clubs.
Join together with other indies. Ultimate version: INDIE MEGABOOTH.

15. Kelly Wallick’s INDIE MEGABOOTH

16. Kelly Wallick’s INDIE MEGABOOTH

17. Kelly Wallick’s INDIE MEGABOOTH

18. Kelly Wallick’s INDIE MEGABOOTH
Cheaper booth, added/directed traffic, support structure for packing in/out and interfacing with conference management.
Community and extra press access!

19. THE MOST IMPORTANT THING
Making a game and/or creating/running a business are not the same thing, but they do share one critical element in common: they are about forming relationships! With an audience, with the press, with colleagues in the industry.
Conferences help you meet these people.
It is up to you to follow up with them
afterward, or most of that time
and energy and money are wasted!
FOLLOW UP!

20. REVISE YOUR MARKETING MATERIALS!
This last week you are revising your game, your marketing materials, and your presentation: 10 minutes to show your website and trailer, and for each member to talk!
CELEBRATE your game, and others will want
to join you in the party!
Revised Marketing Materials Due next week:
30-60 second Game Trailer featuring gameplay.
Website showing Trailer, Team, and Game Link.
Narrative Press-Release, with Press Kit images.

21. Due Next Week:
HOMEWORK #14: Polish game prototype: levels/content, and complete Marketing: Website, Trailer, Press Kit
TEAMS:
Divide Unity/Art/Audio production equitably.
Meet with your team at least twice a week to discuss progress, solve problems, consolidate build, and revise Marketing Materials.
Test clarity with at least two new players a week.
Submit seventh and final digital build to class next week.
Individually: Progress Report #7: Submit typed page: What you agreed to produce, what you accomplished, self-evaluation/related screenshots.

22. Discuss Production and Marketing goals and divide work equitably.
PART 4: TEAM MEETING (if not in class, then outside as soon as you can)
Convene to discuss observations and materials.
Read responses and review test-runner notes.
Choose a facilitator.
Discuss responses—what feel like the biggest ideas, the most pointed critiques?
Plan to type-up and post your notes.
Discuss Production and Marketing goals
(top priority items for POLISHING your game prototype, and creating final marketing materials)
and divide work equitably.

23. Have an extraordinary week!
And don’t forget to us with questions: Instructor: JASON WISER Available an hour after class and daily .