Trevor Longino Head of Marketing & PR, GOG.com PR Quest: The Adventure to Make your Game Famous!
PR Quest: The Adventure to Make Your Game Famous (GDC Europe 2013)
Nov 22, 2014
This slide deck accompanies the talk that Trevor Longino gave at GDC 2013. It goes through three core values that you need to succeed at your quest to make your game famous: Honesty, Creativity, and Delight.
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Transcript
Trevor LonginoHead of Marketing & PR, GOG.com
PR Quest: The Adventure to Make your Game Famous!
Partner companies
100+Unique visitors / month
1.7M+
Downloaded games
10M+Countries with paying users
190+
GOG.com is the second-largest independent digital game distributor on the marketGOG.com is the largest 100% DRM-free
distributor in the world
YOU are a Public Relations contact for your company
Beginning Your Adventure
You Need 3 Things:
Honesty Creativity Delight
The Shield of Honesty
The Shield of Honesty
●When a Launch Goes Wrong ●What Went Wrong:
●Communication between devs and partners●Communication between devs and community
●What Went Right:●Team Members commitment to GOG.com values●Communication between GOG.com and community
The Shield of Honesty
●When You Don’t Prepare for Change ●What Went Wrong:
●Considering what the change meant to users●Informing users & communicating honestly upfront
●What Went Right:●Commitment to engage community more in discussion
Hey! Listen!
●Tell your fans when things go wrong--or right!
●Communicate Change Clearly
The Sword of Creativity
●A Double-Edged Sword ●What Went Wrong:
●We didn’t know how gamers made use of GOG●Once we were aware of strong reaction, didn’t adjust
●What Went Right:●GOG.com got massive press coverage●Learned a lot about our users & future marketing
The Sword of Creativity
●Doubling Down on Success●What Went Wrong:
●Too Much of a Good Thing●Coordinating Message Across All Media
●What Went Right:●Reputation Shift for Media●Massive coverage & foot traffic
The Sword of Creativity
Hey! Listen!
●Not all creative ideas are great ones
●Be obsessed with being different
The Triforce of Delight
Building Delight into your DNA
The Delight of Free
●50% of free copies given away to new accounts●33% of those new accounts come back to GOG & buy again
Note: You probably can’t give away your game--you’ll go broke.•but what *can* you give away? Walkthroughs, Let’s Plays, demos, etc..
The Delight of Fair
●Charging flat prices worldwide gets around $1 = €1 / £1●More than 10 million downloads coming from every country in the world
The Delight of Love
Hey! Listen!
●Find the unexpected awesome thing and do it
●When you delight people, they trust you and will want to buy the next game you make, too!
5 Things You Can Do Now
Speak Differently +
Encourage Involvement +
Show Excitement! +
Be Visible
Show Humanity + +
Hey! Listen!
●Honesty: talk like humans to your fans●Creativity: find the better way●Delight: surprise and amazement builds brands
Questions?
Hey! Listen!
●Honesty: talk like humans to your fans●Creativity: find the better way●Delight: surprise and amazement builds brands
Questions?
Hey! Listen!
●Honesty: talk like humans to your fans●Creativity: find the better way●Delight: surprise and amazement builds brands
Questions?
It’s Dangerous to Go Alone!
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