6. More stars than Manchester City
Ex-Studio Head of EA’s Gardens of Time
North Carolina office Shutter Island
Member founding City of Wonder
management team at Mortimer Beckett
Motricity and Appia
Big City Adventure
Team lead at RIM’s NC
studio Madden 3DS
20 year veteran of Nascar Kart Racing Wii
IBM/Microsoft/Citrix Woodland Heroes
GM Europe and LATAM
at Disney/Playdom
7.
8. Cost of Ads Skyrocketing
CPM increases 41% year
on year
CPC increases 23%
versus Q4 2011
Huge variance makes
planning difficult
Engagement drops 8% in
US
Courtesy TBG Digital
14. Know thy customer
Demographic
Interests
Value proposition
Positioning
Campaign Story is a political
social game simulation
targeting women 30 and
older
19. When and Where
• Minimum Desirable Product
• Full Beta
When
• Speed to Market
• Competitive Launches
When II
• Facebook English
• Philippines, Indonesia, Thailand
Where • Global
29. Easy Way Out
Not just ads
Events and Create a
promotions dialogue
30. At least match Chrysler
Facebook
• Fan pages
• Promotions
• Events
• Giveaways
Twitter
• Company
• Game
Tumblr
• Game devs
Other
• Pinterest
• Instagram
32. Marketing Videos
Multiple videos Attempt to go
Different styles Embed
on YouTube viral
• 15 seconds • Gameplay • Fiveonenine • Don’t force
• 30 seconds • Traditional website product
• 60 seconds ads • Parent • Not boring
• 120 seconds companies • Emotional
cross roller coaster
promotion • Surprise
• Press
33. Web
Targeted Blogs
Special Know thy
interests consumer
34.
35. Summary
Performance marketing is part of the plan, not THE
PLAN
Do not neglect traditional marketing channels
Performance marketing is still important
Measure and react