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1 Guerrilla Marketing Promote your game with little money, much insanity and maximum impact @Olima Thomas REISENEGGER MORE GAMES but… … not more websites Some games get more love than others @Olima 5 @Olima 6 @ Trials ofBlood Dragon the Trials Olima Number of online articles 100 150 200 250 50 0 08.06 10.06 12.06 14.06 16.06 18.06 + Release + Reveal E3 20.06 22.06 24.06 26.06 28.06 30.06 02.07 04.07 06.07 08.07 – 10.07 Coverage Media 12.07 14.07 16.07 18.07 20.07 22.07 24.07 26.07 28.07 7 30.07 SOURCE : ICO PARTNERS 01.08 03.08 05.08 07.08 09.08 11.08 @Olima 8 @ Trials ofBlood Dragon the Trials Olima Number of online articles 100 150 200 250 50 0 08.06 10.06 12.06 14.06 16.06 18.06 + Release + Reveal E3 20.06 22.06 24.06 26.06 28.06 30.06 02.07 announced Demo 04.07 06.07 08.07 – 10.07 Coverage Media 12.07 14.07 16.07 18.07 20.07 released Demo 22.07 24.07 26.07 28.07 9 30.07 SOURCE : ICO PARTNERS 01.08 03.08 05.08 07.08 09.08 11.08 Content Overview 1 What is Guerrilla marketing? 2 How to do Guerrilla marketing 3 Media & sales impact 4 5 free Guerrilla marketing ideas @Olima 10 Thomas Reisenegger • Currently - PR Manager ICO Partners, Brighton UK League of Legends, SMITE, Endless Space 2, Endless Legend Armello, Fragments of Him, The Lion’s Song, Blackwood Crossing • consol.AT / consolPlus 7 years freelance video game journalist • Austrian Award „PR Panther“ in Youngster Category Launch PR campaign for iOS/Android game Diskobolos • Talks about games PR at GDC, Digital Tapei.... @Olima 11 What is Guerrilla marketing? How to do Guerrilla marketing Media & sales impact 5 free Guerrilla marketing ideas Guerrilla Marketing is: low-cost unconventional marketing tactics @Olima 13 Key to master PR: Handle your PR ammunition wisely Must have news beats • Game announcement • First screenshots • First trailer • Beta start / preview possibilities (even if press only) • Release date announcement • Release announcement (+ launch trailer) @Olima 15 Why care about Guerrilla Marketing? • Extra PR beat • Reach very different target group • Small budget • Untapped field @Olima 16 Best practice examples Punch Club • Userscore: 80% Metascore: 73% • Generated over 300 articles in 4 weeks1 • First week: 100.000 sold / $1 million revenue2 1 ICO Partners / 2 Tinybuild twitter @Olima 18 Punch Club Unlocks Punch Club „No press needed“ article @Olima 19 Saints Row IV – Very special edition @Olima 20 Zombie Match Defense Arcade @Olima 21 Risks of Guerrilla Marketing • Often breaks taboos • Not always 100% legal • Not always results in good PR – Don‘t believe that “there is no such thing as bad publicity“ • Budget varies greatly @Olima 22 Worst practice examples Bad: Watch Dogs @Olima 24 Really bad: PSP @Olima 25 Even worse: Call of Duty: Black Ops III @Olima 26 Worst @Olima 27 What is Guerrilla marketing? How to do Guerrilla marketing Media & sales impact 5 free Guerrilla marketing ideas What do they have in common? @Olima 29 Guerrilla marketing as part of communication strategy @Olima 30 Guerrilla Marketing is NOT about making one good PR stunt It‘s a mindset to help establish your brand name Guerrilla marketing as part of communication strategy @Olima 32 Goat Simulator – PR beats 350 300 250 Release 200 150 Announcement Release 100 50 0 Aug 14 Sep 14 Nov 14 Mrz 14 Apr 15 Mai 15 Aug 15 @Olima 33 Guerrilla marketing ideas How to come up with ideas? • Get inspired by other industries or businesses • Talk to a lot and very different people • Creativity techniques • Follow the news and grab the low hanging fruit @Olima 35 Square Enix tweets about Pokemon GO @Olima 36 Square Enix tweets about Pokemon GO Lara Croft Go - Media Coverage 90 Deux Ex GO announced 80 70 60 50 Tweet 40 Apple Design Award No of articles of No 30 20 10 0 @Olima 37 3 golden characteristics of good ideas GAME FIT SUPRISING, FUNNY OR NEW EMOTIONALLY TOUCHING @Olima 38 What is Guerrilla marketing? How to do Guerrilla marketing Media & sales impact 5 free Guerrilla marketing ideas Example 1: Surgeon Simulator No of Simulator Surgeon @ 100 120 Olima articles 20 40 60 80 0 Apr 14 announced PS version PS version Apr 14 Apr 14 Mai 14 Mai 14 Jun 14 Jun 14 launch Edition Anniversary Anniversary Jul 14 Jul 14 Aug 14 Aug 14 Sep 14 Sep 14 Sep 14 Okt 14 I Am Bread announcement Bread Am I Okt 14 Bread EA Bread Am I Nov 14 – Nov 14 Dez 14 June2016 2014 to April Coverage Dez 14 Jan 15 Jan 15 announced sales million 2 Feb 15 Feb 15 Mrz 15 Mrz 15 Mrz 15 Apr 15 Apr 15 Mai 15 Mai 15 Jun 15 Jun 15 Jul 15 Jul 15 Aug 15 Aug 15 Sep 15 Sep 15 Sep 15 Okt 15 Okt 15 Nov 15 Nov 15 Dez 15 41 Dez 15 Jan 16 Jan 16 Feb 16 Feb 16 Mrz 16 Mrz 16 Mrz 16 Apr 16 Apr 16 Mai 16 Mai 16 Jun 16 Jun 16 Jul 16 Surgeon Simulator – Trump DLC @Olima 42 No of Simulator Surgeon @ 100 120 Olima articles 20 40 60 80 0 Apr 14 announced PS version PS version Apr 14 Apr 14 Mai 14 Mai 14 Jun 14 Jun 14 launch Edition Anniversary Anniversary Jul 14 Jul 14 Aug 14 Aug 14 Sep 14 Sep 14 Sep 14 Okt 14 I Am Bread announcement Bread Am I Okt 14 Bread EA Bread Am I Nov 14 – Nov 14 Dez 14 June2016 2014 to April Coverage Dez 14 Jan 15 13 mill let‘s play millplay views let‘s 13 2 million sales announced sales million 2 Jan 15 articles More than100 Feb 15 Feb 15 Mrz 15 Mrz 15 Mrz 15 Apr 15 Apr 15 Mai 15 Mai 15 Jun 15 Jun 15 Jul 15 Jul 15 Aug 15 Aug 15 Sep 15 Sep 15 Sep 15 Okt 15 Okt 15 Nov 15 Nov 15 Dez 15 43 Dez 15 Jan 16 Jan 16 Feb 16 Feb 16 Mrz 16 Mrz 16 Mrz 16 Apr 16 Apr 16 Mai 16 Mai 16 Jun 16 Jun 16 Jul 16 Surgeon Simulator Trump Visibility • Over 30.000 successfull operations • Bump in player numbers Number of Steam players (1 year overview) @Olima 44 Example 2: April fool‘s done right April Fool‘s Jokes 2016 160 140 120 100 articles 80 Number of Number 60 40 20 0 DARK SOULS III WITCHER 3 GUILD WARS 2 CLUSTERTRUCK FINAL FANTASY 14 ARMA WARHAMER VERMINTIDE SOURCE : ICO PARTNERS @Olima 46 SUPER TRUCK LINK @Olima 47 Clustertruck Media Coverage 40 SUPER TRUCK 35 30 25 SUPER TRUCK articles mentioning Custertruck 20 Several bigger Youtubers post let's plays 15 Number of articles of Number 10 5 0 14. JAN 21. JAN 28. JAN 04. FEB 11. FEB 18. FEB 25. FEB 03. MRZ 10. MRZ 17. MRZ 24. MRZ 31. MRZ 07. APR Clustertruck SUPER TRUCK SOURCE : ICO PARTNERS @Olima 48 Clustertruck official Youtube Views SUPER TRUCK PRE-ALPHA TRAILER views on the official channels official the viewson GREENLIGHT TRAILER Youtube LEVEL 7 PLAYTHROUGH Number of Number 0 20.000 40.000 60.000 80.000 100.000 120.000 SOURCE : ICO PARTNERS @Olima 49 Clustertruck – Wishlist development SUPER TRUCK @Olima 50 Clustertruck – April fool‘s breakdown • Over 35 articles (by far strongest beat) • Over 100.000 views on offical channel • Over 2 million views from let‘s players • Wishlist bump • Over 60.000 newsletter subscribers • Over 100.000 SUPER TRUCK downloads @Olima 51 Effects of Guerrilla Marketing Attention Image Sales @Olima 52 What is Guerrilla marketing? How to do Guerrilla marketing Media & sales impact 5 free Guerrilla marketing ideas 1 Business cards • Business Cards @Olima 55 • Business Cards @Olima 56 2 Get on Tinder Hatefoul Boyfriend @Olima 58 3 Hire a pickpocketput Putpocket your game @Olima 60 4 See how BREXIT plays out @Olima 62 5 Twitter gif Adventure Twitter gif adventure @Olima 64 Guerrilla Marketing – 5 Takeaways Extra PR amunition It‘s a mindset Grab the low hanging fruit Define a primary goal for each stunt (views, sales…) Try, try, try Thanks for your attention WWW.ICOMEDIA.EU OFFICE 6, 10 FLEET STREET BRIGHTON BN1 4ZE, UNITED KINGDOM [email protected] +44 (0)20 7193 5158.
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