Find out about ICO Partners pan-European PR services.

1. PAN-EUROPEAN PR AGENCY
Besp oke PR for vid eo games

2. CONTENTS
1. About ICO Media
2. What we do
a . W h o we reac h
b . How we work
c . How we report
3. Case studies
a . O n lin e games : Leag u e of Legen d s
b . In d ie games : Evolan d
Pricing models
2
3
4
1

3. About ICO Media1

4. Thomas BIDAUX, CEO
- 15 years games industry experience
- Founder & Director of Product Development
NCsoft Europe
Stephan Meijerhof
About ICO Media
Thomas Reisenegger
Diane LAGRANGE, Director
- 10 years games industry experience
- Business Development Manager NCsoft Europe
M a n a g e m e n t & C o n s u l t i n g
P u b l i c R e l a t i o n s T e a m
Dutch Spanish
Grahame Gallacher
English
Anne-Julie Pachurka
French German

5. What we do2
W h o we reac h
How we work
How we rep ort

6. More than 2000+ media contacts and counting
Communicating in 24 countries
Reaching more than 20 million users through our media contacts
Mailing system allows targeted communication according to language, game,
level of communication and interest (eSports, multiplayer, trade, etc.)
Mailing list also includes peripheral segments such as manga/anime, geek
culture or fansites
For global communication we cooperate with partners outside Europe
What we do : Who we reach
E x p e r t s I n E u r o p e

7. Czech Republic
+ Slovakia
Germany
+ Austria
UK
+ Ireland
France Spain Italy
Belgium +
Netherlands
Scandinavia
Portugal Greece Poland Hungary Romania
+ Bulgaria
Croatia +
Serbia +
Slovenia
Reg ion s We Cover
What we do : Who we reach

8. In-house PR team drafts, adapts and translates into English,
German, French, Dutch and Spanish
Communications in other languages are localised by trusted
translation partners
Lan g u ages We S p eak
What we do : Who we reach

9. What we do2
W h o we reac h
How we work
How we rep ort

10. Preview/review management
Code give aways
Dedicated newsroom
What we do : How we work
P l a n n i n g t o m a i n t a i n m e d i a c o v e ra g e b e y o n d a ga m e ’s l a u n c h :
S e r v i c e s :
Pre-announcement and announcement for a game
Pre-launch planning
Launch Management
Ongoing communication post release
Live streams with developers
Speaking opportunities at local conferences
Applications for industry awards
C o n s ta n t l y v i g i l a n t fo r f u r t h e r o p p o r t u n i t i e s t o c o m m u n i c a te :
Done in coordination with the clients’ community strategy

11. Online games and other titles with a steady schedule of post-release content
Midcore and hard-core mobile and console games reaching out to specialized
media
Indie games with shorter windows for communication and smaller budgets
Corporate PR, building brand awareness (B2B media outreach, local
conferences participation)
eSport dedicated actions, press invites, competition communications, media
training
Crowdfunding campaigns support and communication strategy planning
What we do : How we work
O u r exp ertise:

12. O N L I N E G A M E PA R T N E R S
What we do : How we work
E xamp le Clients
League of Legends
Riot Games
Since 2010
Smite
Riot Hi-Rez Studios
Since 2011
Evoland I & II
Until Dark
Shiro Games
Endless Legend
Dungeon of the Enldess
Amplitude Studios
I N D I E G A M E S T U D I O PA R T N E R S

13. What we do : How we work
E xamp le Clients : Many more...

14. Long -lasting working relationship for key eSports games
What we do : How we work
4 y e a r s 2 y e a r s
esport E xpertise

15. “Everyone was afraid for a boring,
training seminar that would be
similar to a classroom, but that
wasn't the case. Everyone found
value in the class and thank you for
putting this together for them in a
fun way.”
Sending out eSports news to key
outlets and journalists
Inviting and handling media for
international events
ICO offers media trainings for
professional players
Including general media training and
personalized training interviews
E X T E N S I V E E S P O R T S C O N TA C T S
ADAM MIERZEJEWSKI
eSports Tournament Manager, Hi-Rez Studios
What we do : How we work
eSport expertise
M E D I A T R A I N I N G S

16. Supported 3 successfully funded campaigns
Crowd fu n d in g S u p p ort
What we do : How we work
G o a l $ 4 5 k
R a i s e d $ 5 5 k
G o a l $ 1 0 0 k
R a i s e d $ 2 0 0 k
G o a l $ 1 0 0 k
R a i s e d $ 1 7 0 k

17. What we do : How we work
Crowd fu n d in g S u p p ort
T h e 3 key p h as es of a camp aign - I CO h elps you at each on e
#1 - PREPARE YOUR CAMPAIGN
Pre-announcement, community recruitment, engage media early
#2 - LAUNCH YOUR CAMPAIGN
Announcements; follow-up on the campaign activities
#3 - AFTER THE CAMPAIGN
Maximize the coverage of your success; create a follow-up program
to properly benefit from the crowd

18. We offer our clients the
opportunity to benefit from both
our PR services and our
consulting services on
selected crowdfunding projects.
We researched the crowdfunding
opportunities for games
What we do : How we work
Crowd fu n d in g S u p p ort
Unique expertise
Find out about about our research on
the topic in this document:

19. What we do2
W h o we reac h
How we work
How we rep ort

20. ICO uses two special tools for monitoring our client’s games in media
Both tools, the “Media Monitor” and “Coverage Report”, are developed
in-house and continually evolving (direct access to tools and data can be
purchased separately)
Data and insight is presented in detailed monthly reports
Analysis and suggestions are added with further input from the
consulting team
Data -d riven In sig hts
What we do : How we report

21. For detailed tracking and analysis on the impact of distributed communications
Automated graphs provide further analysis in a multitude of categories. Such as language,
estimated reached readers of outlet, type of media or news topic
Allows flexible monthly and long term comparisons as well as identifying trends and key take-
away points
Strike Suit Zero (Born Ready Games)
Coverage Evolution 2013 - 2014
0
200
400
600
800
1000
1200
1400
1600
0
50
100
150
200
250
300
350
400
450
# of articles Total reach
4% 4%
25%
1%
17%
1%
3% 2%
4%
1%
4%
9%
22%
Tool 1 : Coverage Rep ort
What we do : How we report
Fractured Space (Edge Case Games)
Coverage by language – October 2014

22. Automatically searches, collects and analyses data from over 1,000 qualified websites
Data allows to spot trends and compare media attention of games
Collected data displayed in two formats:
Tool 2 : M ed ia M on itor
What we do : How we report
Tr e n d s I n G a m i n g M e d i a M a i l C o m p a r e C o m p e t i t o r To o l
Daily automated mail with gaming media trends
or references of special games
Web-interface to easily compare media coverage
of titles in real time

23. Here is a full sample report:
S amp le Rep ort
What we do : How we report
Password:GGWP
STRIKE SUIT ZERO
M a r c h 2 0 1 4 Re p o r t
http://www.icomedia.eu/sample-report/

24. Case studies3
Online games: League of Legends
In d ie games: Evolan d

25. Riot Games was founded in 2006 and employs over 1,000 people
Its game League of Legends is one of the most successful PC games and
available in countries around the world
Riot games had a revenue of $624 million in 2013
League of Legends has 67 million monthly players
The League of Legends finale 2013 attracted 32 million viewers online
Case studies : League of Legends
A b ou t R iot Games

26. 4 years relationship with ICO on European PR
Drafting, localisation and distribution of press communications
Organising media invites and PR support at international events
Hosting press assets in dedicated news room
Management of incoming media requests
Monthly reporting on League of Legends
Bi-monthly reporting on all MOBA games in European media
“ICO has taken over PR for Riot Games when Riot decided to self-
publish in Europe. The results have been excellent. ICO is critical in
League of Legends’ organic growth in Europe.”
Nicolas Laurent Vice President of International Business, Riot Games
Case studies : League of Legends
Partn ersh ip R iot Games

27. - 148 articles published based on the communication
- Articles in 17 languages
- Email communication to media about the redesigned map
- Translated into English, German, French, Spanish and Dutch
- Selection of assets hosted on dedicated press news room
November 2014
Case studies : League of Legends
Case stu d y : S u mmon er ‘s R ift Ud p ate
PERI OD
TOOLS
RESULTS

28. Case studies3
Online games: League of Legends
In d ie games: Evolan d

29. Shiro Games consists of 8 full time employees
Working with ICO since 2013 on 3 titles (Evoland I & II, Until Dark)
“When you are an indie developer with limited time and limited marketing
expertise, having a partner like ICO is critical. They know the scene, and they
know everyone who talks about the indie scene. They have a true passion for
games, and it makes a difference every day in the work they deliver!”
Sebastien Vidal CEO, Shiro Games
Indie success story
Case studies : Evoland
Partn ersh ip with S h iro Games

30. Case studies : Evoland
Evolan d ( PC & Mac ) Lau n c h
- Over 650 published articles
- Articles in 17 languages across Europe
- Over 400,000 copies sold
- Drafting, localisation and distribution of press communications
- Targeted outreach for previews and preview code distribution
- Targeted outreach for reviews and review code distribution
- Arranging giveaways and interviews
- Hosting press assets in dedicated news room Regular reporting on Evoland
coverage in European media
From Game reveal in October 2012 to release in April 2013 and after launch
phase until June 2013
PERI OD
TOOL S
RESULTS

31. Pricing Models4

32. Fixed monthly retainer covers all costs outside of events. The scope of
the project is agreed in advance.
Our missions are usually set be for at least a 3 months period. Our more
regular clients work with an on-going retainer.
Detailed reporting shows ICO‘s PR actions by the end of each month.
Events are treated case-by-case based on length of the event and scope.
They are subject to separate proposals for the client to approve.
We usually include a lot of the preparation work in our retainer and the
event fee is usually there to cover our on-site presence.
If you are a small indie studio, we sometimes offer a „per action“ pricing
model, based on our available bandwidth, and the project of the studio.
Ask us if you are interested.
Month ly Retain er
Pricing model

33. Why work with us?

34.  Handles one country directly. Hands over PR for other countries.
 Localisations are carried out by external agencies. Coordination is time consuming.
 Smaller countries such as Poland, Greece or Romania are often left out.
 Builds communication strategy up to launch before moving to another project.
 Reporting is often a secondary and basic information. Never provides a global overview
across the different countries.
 Manages all European countries directly from agency in Brighton, UK.
 Flexible, in-house localisation.
 Pan-European contacts, not just focused on the major countries.
 Builds communication over time, not only focused on launch.
 Extensive reporting and feedback that is driven by dedicated tools and an expert
consulting team.
So... Why work with us?

35. WHO WE REACH
- Over 2,000 media contacts across 24 countries in Europe
- Reaching more than 20 million users through its media list
HOW WE WORK
- In-house localisation into English, German, French, Spanish and Dutch
- Consulting services to maintain media coverage
- Ideal for online games and indie games
HOW WE REPORT
- In-house developed reporting tools track reach and content of coverage
- Monthly reporting with in-depth analysis and ongoing recommendations on the PR strategy
Summary
Pu b lic Relation s for V id eogames

36. WWW.ICOMEDIA.EU
OFFICE 6, 10 FLEET STREET
BRIGHTON BN1 4ZE, UNITED KINGDOM
CONTACT@ICOMEDIA.EU
+44 (0)20 7193 5158
WWW.ICOMEDIA.EU
OFFICE 6, 10 FLEET STREET
BRIGHTON BN1 4ZE, UNITED KINGDOM
CONTACT@ICOMEDIA.EU
+44 (0)20 7193 5158