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ID@Xbox Announcement from GDC, and Additional Media Attention Via Playstation’S Upcoming Games Announcement

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ID@Xbox Announcement from GDC, and Additional Media Attention Via Playstation’S Upcoming Games Announcement ! EXAMPLE REPORT PREAMBLE This example report shows typical elements included in a monthly report by ICO Media. The content and topics discussed change depending on client and month. The report is based on actual data, captured with ICOs i-house developed PR tools and deals ith “trike “uit )ero: Diretors Cuts shorteed ““): DC performance in March 2014, one month before the game was released on Xbox One and PlayStation 4 in April 2014. The actual report starts with the following slide. The visual style of the graphs are different in client reports but the same information is present. Please note that the competitor analysis on slide 13 and 14 is not always present in our reports Born Ready Games gave us the permission to use their data for this example report. Online Games Consulting & Services 1 ! PRESS REPORT March 2014 ICO Media [email protected] +44 207 193 51 58 Office 6, 10 fleet street, Brighton BN1 4ZE UK www.icomedia.eu Online Games Consulting & Services 2 !// INTRODUCTION March was a big month for Strike Suit Zero: Director’s Cut with the launch date being communicated, coverage on the back of Microsoft’s ID@Xbox announcement from GDC, and additional media attention via PlayStation’s upcoming games announcement. Analysis and feedback is located at the end of this report. Online Games Consulting & Services 3 !// SUMMARY OF PR ACTIVITIES Strategic PR planning between ICO and Born Ready Games Preparation, localisation and distribution of a press release with launch date and dev diary on 27th March to over 1000 contacts Distribution and hosting of assets on dedicated newsroom and via Gamespress Preparation of launch press release and assets Arranged and edited special feature for German magazine Making Games Arranged Push Square website interview and edited answers Competition planning with VG24/7 website Managed review code requests from media and YouTubers Online Games Consulting & Services 4 ! EXPLANATION: What is reach? The Reach is a formula ICO uses to evaluate the number of people that might have been reached by media communication during the month. Since it is just an estimate and many variables are to be considered, the number itself ist of much use, but the reach can be useful in analysis: Some countries have very concentrated media landscapes, and therefore they will appear as quite small in the normal geographic distribution, but since all their media are quite big, the reach calculation gives a clearer picture of their importance. Coverage can go up or down, and reach ot always follow the same trend. Over time, the reach is a better indicator of the efficiency of a PR campaign than the coverage itself. For example: High amount of coverage with low reach means that mostly small media are covering the game, while a low amount of coverage with very high reach lets us know that large media are publishing news about the game. Online Games Consulting & Services 5 //! COVERAGE EVOLUTION: April 2013 - March 2014 600 Articles Reach 1600 1400 500 1200 400 1000 300 800 600 200 400 100 200 0 0 Mar'13 Apr'13 May'13 Jun'13 Jul'13 Aug'13 Sep'13 Oct'13 Nov'13 Dec'13 Jan'14 Feb'14 Mar'14 SOURCE : ICO PARTNERS Online Games Consulting & Services 6 //! GEOGRAPHIC DISTRIBUTION MARCH - No. articles TOTAL COVERAGE : 427 ARTICLES 150 126 30% 125 100 75 18% 75 53 12% 50 32 23 22 7% 5% 17 15 25 11 11 5% 6 8 8 4% 4% 5 5 3 3% 1 3 3% 1 2 1% 1% 2% 1% 2% 1% 0% 1% 0% 0% 0 SOURCE : ICO PARTNERS Online Games Consulting & Services 7 //! GEOGRAPHIC DISTRIBUTION MARCH - Reach TOTAL REACH: 1359.5 500 403.9 29% 400 276.6 300 20% 200 155.4 124.9 11% 9% 83 94.2 7% 100 6% 58.3 23 29 18.4 34.2 4% 30.1 12.4 11.1 3 2% 10.1 4 2.5 2% 2% 1% 1 2% 2 0% 1% 1% 0% 0% 1% 0% 0% 0 SOURCE : ICO PARTNERS Online Games Consulting & Services 8 //! TOPIC DISTRIBUTION MARCH – Number of articles TOTAL COVERAGE : 427 ARTICLES 200 158 37% 150 136 32% 100 75 18% 50 31 27 7% 6% 0 GENERAL PLAYSTATION TRAILER LAUNCH DATE XBOX ID PLAYSTATION RELEASE ANNOUNCEMENT LIST SOURCE : ICO PARTNERS Online Games Consulting & Services 9 //! TOPIC DISTRIBUTION MARCH - Reach TOTAL REACH: 1359.5 600 504.8 37% 417.1 30% 400 240.1 17% 200 125.4 9% 89.7 7% 0 GENERAL PLAYSTATION TRAILER LAUNCH DATE XBOX ID PLAYSTATION RELEASE ANNOUNCEMENT LIST SOURCE : ICO PARTNERS Online Games Consulting & Services 10 //! MEDIA TYPE DISTRIBUTION - Number of articles TOTAL COVERAGE : 427 ARTICLES 400 343 80% 300 200 100 36 29 19 7% 8% 4% 0 GENERAL INTEREST GAMES MEDIA TECH FOCUSED OTHERS SOURCE : ICO PARTNERS Online Games Consulting & Services 11 //! MEDIA TYPE DISTRIBUTION - Reach TOTAL REACH : 1359.5 1250 996.6 72% 1000 750 500 170.7 250 141.3 12% 10% 68.5 5% 0 GENERAL INTEREST GAMES TECH OTHER SOURCE : ICO PARTNERS Online Games Consulting & Services 12 //! COMPETITOR ANALYSIS - Number of articles RANGE : FEBRUARY - MARCH 2014 120 Strike Suit Zero Elite: Dangerous EVE Valkyrie 100 80 60 40 20 0 SOURCE : ICO PARTNERS Online Games Consulting & Services 13 //! COMPETITOR ANALYSIS - Reach RANGE : FEBRUARY - MARCH 2014 350 Strike Suit Zero Elite: Dangerous EVE Valkyrie 300 250 200 150 100 50 0 SOURCE : ICO PARTNERS Online Games Consulting & Services 14 //! PRESS FEEDBACK March GENERALPRESSFEEDBACK Marhs coverage consisted mainly of three main news stories: The announcement of a launch date with 158 articles (37% of total coverage); Mirosofts ID@Xbox announcement with 136 articles (32%); and “oys list of upcoming PS4 titles with 75 articles (18%). Other minor topics included general articles about the game 31 (7%) and the PlayStation-Trailer with 27 articles (6%). Geographically, Germany saw the most published articles with 126 (30%), followed by France with 75 articles (18%), Italy with 53 articles (12%) and the UK with 32 articles (7%). Comparing the number of articles published and the overall reach of articles most countries saw a similar ratio between both metrics. The biggest difference was noted in the UK. The country makes up for only 7% of published articles but 11% of the total reach, indicating that fewer, but more high-profile, outlets published news about Strike Suit Zero. The vast majority of articles came from dedicated gaming websites. Those outlets published 343 articles (80% of total coverage) in March, followed by tech focused sites with 36 articles (8%) and general interest sites with 29 articles (7%). Online Games Consulting & Services 15 //! PRESS FEEDBACK March PRESSFEEDBACK BY TOPIC Mentions in OnLive announcement The announcement of OLies comeback into the gaming arena yielded some coverage for Strike Suit Zero as the game was among the first games to take advantage of the new CloudLift and OnLive Go features the platform will offer. Media such as Develop, RockPaperShotgun and Digital Spy all picked up on the news and mentioned Strike Suit Zero. Push Square Interview After ICO reached out, UK specialist PlayStation website Push Square conducted an interview with Born ‘eadys Community Manager Jamin Smith via email. The interview allowed Born Ready to communicate its restructured campaign and visual makeover for new-gen hardware to a target audience. The interview also provided a bit of an exclusive for Push Square as the use of the PS4 otrollers touchpad use had not yet been revealed. To a lesser extent, the PS Vita remote play functionality had not been revealed before either. Online Games Consulting & Services 16 //! PRESS FEEDBACK March PRESSFEEDBACK BY TOPIC Oculus Rift support A couple of specialist websites ran with stories on Strike Suit Zero and the Oculus Rift this month. Spanish website realovirtual.com reported on improvements stated to be coming to the Oculus version on Strike Suit Zero. The website said [Bor Ready Games] already have a list of pending changes and encourage the community to continue providing feedback and reporting proles. Trophies and Achievements published French website jeuxactu.com published the trophy list for Strike Suit Zero: Diretors Cut - including what the gold, silver and bronze trophies will be. We did not see this news published elsewhere and the site did not reveal its source for the information. Online Games Consulting & Services 17 !// COVERAGE EXAMPLES: DATE ANNOUNCEMENT VG 24/7 (ENGLISH); EUROGAMER (ENGLISH) Online Games Consulting & Services 18 !// COVERAGE EXAMPLES: DATE ANNOUNCEMENT JEUXACTU (FRENCH); GAMEKULT (FRENCH) Online Games Consulting & Services 19 !// COVERAGE EXAMPLES: DATE ANNOUNCEMENT 4PLAYERS.DE (GERMAN); IPLAYED (GREEK) Online Games Consulting & Services 20 !// COVERAGE EXAMPLE: ID@Xbox WIRED UK (ENGLISH) Online Games Consulting & Services 21 !// COVERAGE: PUSH SQUARE INTERVIEW Online Games Consulting & Services 22 !// COVERAGE: TOTAL XBOX PREVIEW TOTALXBOXPREVIEW Official Xbox website Total Xbox ran a preview of Strike Suit Zero towards the end of the month. Deputy Editor Edwin Evans-Thirlwell called the game Bor ‘eadys Space Opera and was enthusiastic when discussing its improvements with creative director Jim Mummery. The article finished on a high as Evans-Thirlwell stated his anticipation of getting the game: “trike Suit Zero launches later this year. Don't know about you, but I can't wait to get it out of the hangar. Online Games Consulting & Services 23 //! ANALYSIS & SUGGESTIONS Coerage of “trike “uit )ero for this oth as ee etter tha the last oths strog shoig, ith idiidual artiles opared to last oths . A perfet stor of aoueets the release date, ID@Xbox fro GDC ad “oys PlayStation release list) meant the game was mentioned in a number of big topics in March. Article reach for this month also reached its highest yet: peaking at 1,357 compared to Feruarys .
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