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Get Journalists to Cover Your Game Get Journalists To Cover Your Game Lessons from Online Dating, Praying and ‘No Man’s Sky’ Thomas Reisenegger @Olima 2 @Olima 3 Number of Steam Games Released 11 Games Per Day 4500 4000 3500 3000 2500 2000 1500 1000 500 0 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 @Olima 4 @Olima 5 @Olima 6 Number of Monthly Articles – Games Media 2016 250.000 200.000 150.000 100.000 50.000 - @Olima SOURCE : ICO PARTNERS 7 Number of Monthly Articles – Games Media 2016 250.000 200.000 150.000 100.000 50.000 - @Olima Top 20 games All other games SOURCE : ICO PARTNERS 8 Thomas Reisenegger ● PR Manager & Consultant at ICO Partner League of Legends, SMITE, Endless Space 2, IndieCade Europe, Armello, A Normal Lost Phone ● 7 years as a freelance video game journalist @Olima 9 Topics 1 Is PR the right thing for you? – 3 ways to victory 2 Understanding the media landscape – 5 key insights 3 How to get your game covered – 5 golden rules @Olima 10 Topics 1 Is PR the right thing for you? – 3 ways to victory 2 Understanding the media landscape – 5 key insights 3 How to get your game covered – 5 golden rules @Olima 11 3 communication roads to victory Marketing Community PR - AAA - Long running - Classic premium - Casual - Early access - Hardcore F2P - Copycat - Niche - Critic’s game - Mobile - B2B @Olima 12 Topics 1 Is PR the right thing for you? – 3 ways to victory 2 Understanding the media landscape – 5 key insights 3 How to get your game covered – 5 golden rules @Olima 13 1. How much coverage is good coverage? @Olima 14 Average launch coverage per game type (number of articles) 1.494 231 AAA GAMES TRIPLE-I GAMES SOURCE : ICO PARTNERS @Olima 15 No Man’s Sky is NOT an indie game @Olima 16 2. Who talks about which platforms? @Olima 17 PS4 vs. Xbox One in media coverage 20.000 16.000 12.000 8.000 4.000 - Jan Feb Mrz Apr Mai Jun Jul Aug Sep Okt Nov Dez Jan Feb Mrz Apr Mai Jun Jul Aug Sep Okt Nov Dez Jan Feb Mrz Apr Mai Jun Jul Aug Sep Okt Nov Dez Jan 14 14 14 14 14 14 14 14 14 14 14 14 15 15 15 15 15 15 15 15 15 15 15 15 16 16 16 16 16 16 16 16 16 16 16 16 17 Playstation 4 Xbox One SOURCE : ICO PARTNERS PS4 = 35% more coverage than Xbox @Olima 18 Different markets prefer to cover different platforms @Olima 19 3. Console and PC media vs. mobile media @Olima @ Olima 10 20 30 40 50 60 70 80 90 0 02/16 02/16 Global Global 02/16 02/16 03/16 launch 03/16 03/16 03/16 03/16 04/16 04/16 04/16 04/16 05/16 05/16 Coverage Media 05/16 Clash Royale Clash 05/16 05/16 06/16 06/16 06/16 06/16 07/16 07/16 07/16 20 07/16 08/16 08/16 08/16 08/16 08/16 09/16 09/16 09/16 09/16 10/16 100 120 140 160 180 200 20 40 60 80 0 @ 02/16 Olima 02/16 Global Global 02/16 02/16 03/16 launch 03/16 03/16 03/16 03/16 Games Games 04/16 04/16 04/16 for 04/16 gold Clash Royale Clash 05/16 05/16 Media 05/16 05/16 Coverge 05/16 06/16 Goat Simulator Goat 06/16 06/16 06/16 07/16 07/16 21 07/16 07/16 08/16 08/16 08/16 08/16 08/16 09/16 09/16 09/16 09/16 10/16 @ 100 200 300 400 500 600 700 Olima 0 02/16 02/16 02/16 Global 02/16 03/16 launch 03/16 03/16 Clash Royale 03/16 03/16 04/16 Games Games 04/16 04/16 04/16 for 05/16 gold Goat Simulator 05/16 Coverage Media 05/16 05/16 05/16 06/16 06/16 06/16 DeusEx: Mankind Divided 06/16 07/16 07/16 07/16 22 07/16 08/16 08/16 08/16 08/16 08/16 09/16 Global Global 09/16 09/16 09/16 launch 10/16 23 4. What are the most covered VR devices? @Olima 24 Number of media articles – VR Headsets 12.000 10.000 8.000 6.000 4.000 2.000 - Mai Jun Jul Aug Sep Okt Nov Dez Jan Feb Mrz Apr Mai Jun Jul Aug Sep Okt Nov Dez Jan 15 15 15 15 15 15 15 15 16 16 16 16 16 16 16 16 16 16 16 16 17 Oculus Rift HTC Vive VR Playstation VR SOURCE : ICO PARTNERS @Olima 25 5. Who decides which gaming news gets picked up? @Olima 26 Top tier UK / US media Other western media @Olima 27 Topics 1 Is PR the right thing for you? – 3 ways to victory 2 Understanding the media landscape – 5 key insights 3 How to get your game covered – 5 golden rules @Olima 28 Rule 1 Make your game Tinder ready @Olima 29 Galactic Junk League Galactic Junk League Galactic babies and battle-ready Build Whatever Ship You Want space toilets. Build and battle and Battle Your Friends. spaceships in any shape. @Olima 30 ready 1. Make clear why the other person should care… within 10 seconds @Olima 31 icopartners.com/gif-guide @Olima 32 ready 1. Make clear why the other person should care… within 10 seconds 2. Better to be amazing for a few people... than okay for many @Olima 33 Problem @Olima 34 $ $ $ $ $ $ $ Rule 2 Think in headlines (bring clicks) $ $ $ $ $ $ @Olima $ 35 Be relatable No Man’s Sky No Man’s Sky trailer shows massive universe New No Man’s Sky Trailer Invites You to Explore Game’s 18 Quintillion Planets (Gamespot) @Olima 36 Paint a mental image No Man’s Sky No Man’s Sky shows off procedural generation, everything is unique No Man’s Sky - The game even the developers haven’t seen all of @Olima 37 Refer to other games (if there is demand for it!) Northgard Finally something new for Settlers fans – Viking strategy game Northgard announced (Gamestar) @Olima 38 Refer to other cool things Memoranda A Beautiful Point ’n’ Click Adventure Inspired by Japanese Author Haruki Murakami Short Stories (Kotaku) @Olima 39 Guerrilla Marketing Polygod Polygod is free for those with certain The Binding of Isaac achievements @Olima 40 There is always a new story ● Feature focus: In Hyper Light Drifter every second is a stunning wallpaper ● Dev focus: Owlboy, the indie platformer that took 10 years to build (Guardian) ● Erment focus: Only One Person In The Entire World Has Unlocked This Steam Achievement (Kotaku on Devil Daggers) @Olima 41 Rule 3 Write emails people want to read @Olima The perfect mail pitch – AIDA template42 Attention Catchy subject line Game text / pitch Interest Gif or Youtube video preview Reference to more Desire info and assets Action Call to action @Olima @Smeijerhof121 @Olima 42 43 Rule 4 Pitch to the right people @Olima 44 @OlimaKnow which god you are praying to 45 Official blogs @Olima 46 Streamers and YouTubers ● Only care about your game, not your story ● Must be easy to record ● Space to insert selfie window ● Have a windowed mode ● Be able to hide user name ● Implement special features for influencers @Olima 47 Rule 5 Make something pull-worthy @Olima 48 Push PR Pull PR Make something pull-worthy and push it @Olima 49 Media landscape – 5 key facts 1. English m media - opinion leader 2. PS4 gets 35% more coverage than Xbox One 3. Average launch coverage: 1500 articles AAA, 230 articles for III 4. media < PC and console media 5. VR: Oculus gets more coverage than HTC Vive @Olima 50 Get your game covered – 5 golden rules 1. Make your game ready 1. 10 second rule, also 2. Get not 2. Think in headlines (like 18 quintillion headlines) 3. AIDA email template - (attention, interest, desire, action) 4. Know the god you are praying to 5. Makes something pull-worthy and push it @Olima 51 WWW.ICOMEDIA.EU BRIGHTON UNITED KINGDOM [email protected] +44 (0)20 7193 5158 @Olima.
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