These visions are my own. Please respect the creative property ©. A short presentation marketing plan for an online game. This document will give you general ideas about : · Marketing planning approach and communication for an Online videogame · MMOs, business models and how to market them · The competitive landscape for video games and gamer customers · Online and offline marketing : specifically planning, advertising, co-promotional partnerships and business development * Monetisation aspects are excluded here. More info : http://elphege-kolingba.branded.me

1. Marketing case study
Elphège Kolingba – Product Marketing Manager (French market) - 23/05/2011

2. Agenda
• About gPotato
• An Overview of the French Video Games Market
•Marketing & Communication Plan for an Online Game in France- Age of Wulin
• Marketing Budget (French Market)
• Q&A
• Appendices
Elphège Kolingba – Product Marketing Manager - Marketing case study - 23/05/2011 1

3. About gPotato – Key figures
• A gaming portal created in 2006 by Gala-net to service the
European Market from Ireland (localisation done for
German, French, Italian, Polish, Turkish, etc)
• Main activity : Publishing Free-To-Play (F2P) Online Games
and Browser Games.
• Business model : Micro-transaction based
• Key figures (April 2011, Google Adplanner, France)
• Players download games from site and play for free http://fr.gpotato.eu
• Unique visitors (users) : 63 000
• Purchases gPotatoes currency and awarded with • Page views: 510 000
free bonus (paypal, credit card, sms, telephone etc.) • Total visits : 170 000
• Bonus are for Players to redeem items within the • Audience profile
games (Special items) • 78% Male vs 22% Female
• Interested in :
• Subscribers : 5,000,000 + registered gPotato accounts • Massively multiplayer (MMO), strategy games, online
games, adventure games, anime & manga
• Main Competitors : other online browser based games • Others: Collectible card games , game consoles &
« fremium » (ex: Dofus, Farmville, Mafia, Café World) Comic animation
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4. About gPotato – Main Product & Social Initiatives
Heroic Fantasy/ Fantasy
Art Martial, Cinematic
MMROPG
Allods Online Rappelz Age of Wulin Prius Online
Manga style MMO/MMORPG
(Roller, Action)
Flyff Dragona Street gears Iris Online
Browser-Based Games
(Social MMORPG, MMORTS,
Strategy online game,)
Terra Militaris Castle of Heroes Canaan Online
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5. Online video games market overview – Key Figures (1/2)
2010 - Video games global status (source from Idate, june 2010 and GfK France 2010)
Key Point : A Sustainable High Growth for Online Games
•Reported 3 Billion Euros in revenue for the video games industry (hardware, Software, Online & Offline)
AND 400 Million Euros for Online games segment (Source : Gfk France 2010)
• Dematerialized represents 11% of the globale revenue
• The Video games market shall keep growing due to the availability of online gaming and mobile games
• Computer games sales met a slight drop contributed by the development of online computer games
From 2010 to 2014
a decrease of 33,6%
From 2010 to 2014
an increase of 14,5%
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6. Online video games market overview - Key Figures (2/2)
2010 computer video games trends :
• End of 2009 : Computers was the still the preferred platform for players in France (78,4% of players on
PC Vs 27% for Game Consoles (xBox, Wii, PS3, etc) Vs 18,6% for Handheld Games Consoles (PSP, DS, etc)
• 2010: Computer Platform remains a favourite for certains video games segments - Strategy, RPG, MMOG
• Sept. 2010 : Microsoft announces its return into the computer video games market
Possible Online & Video Games Trends from Now to 2014 :
• Online gaming will keep on being a profitable segment till 2013 :
• By 2013, it will account for 20% of the market (Source : Gfk France)
• By 2014, it will account for 46% of the total market of the video games (Source : Idate)
• Online & Video games forms a core of social media initiatives : players communicates
socially when playing online via the Free-To-Play games and on special networks for game
consoles.
Focus 2010 - Computer • Video Games are moving unto the mobile devices through advance technology
Successful Online Franchises
• Apple’s iPhone, iPod, iPad devices , Android based phones
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7. Online Video Games Market Overview – Gamer Customers
Landscape of the French MMO Gamer Customers * :
Key Point : Strong attraction for Japanese manga style games
= > a real opportunity for the industry of free to play
• 8,5 M French Gamers from age 13 years old and above who plasy
MMO based games
• Almost 95% on Free-To-Play
• 1,5 M Pays in advance to play MMO
• 62% plays browsers and/or downloadable games
• By 2010 there was an increased of 60% in the global consumer
investments on MMO (240 M €) versus in 2009
• MMO - French consumer/gamer profiles
• 67% Male
• Majority (58%) are above 25 years old
• 65% of players paying F2P are above 25 years old
• Focus : 45% male between 16-25 years play MMO
VS 64% on home video games consoles
• General : Gamers’ preferred consoles
• 68% plays on games consoles (xBox360, PS3, Wii, etc)
• 54% plays on handheld consoles, 15-19% on smartphones** ** Source : mediametrie, 12/2010
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8. Online video games market overview – Competitive landscape
Main : Online gaming
Others : Video games
(buy and download)
Competitive gPotato Bigpoint Gameduell Skill7.com Pogo Orange/SFR
advantage
Brand Type Mass market Mass single market Single Single Mass
(hardcore market (Casual market market (hardcore
& casual (hardcore gamers) (Casual (Casual & casual
gamers) & casual gamers) gamers) gamers)
gamers)
Games type Browser Browser Browser Browser Browser Browser
& F2P & F2P & F2P
Others : Casual games
French Search
& Display X X X X X X (buy and download)
campaigns
French
Social media X - - X - x
initiatives
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9. Online video games market overview – Threats/Opportunities
Threats
Opportunities
• 8,5 M French customers from 13 years + play
MMO VS 24 millions on video games consoles
• Strong French gamers’ attraction for Japanese
created manga style games
• 62% of customers playing MMO games are also
on browser games
• Increased paying consumers/gamers from MMO in
2010 (240 M €) VS 2009
• 64% male between 16-25 years plays on video
games consoles
• Online gaming shall continue to be developed as a
social interactive initiation and Free to play and
• Competitors publishes more flash based
premium subscriptions
browser games which are ‘weightless’ compared
to heavy download F2P based games.
• PC games consumers are also playing on home
video games consoles (68%) and
Smartphone/Mobile Devices (15-18%)
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10. Marketing & Communication Plan – Age of Wulin
Age of Wulin : Legend of the Nine Scrolls
• Discover the history of ancient China, in a period which corresponds to the
golden ages of martial arts
• Develop a range of skills which covers both martial arts (kung fu Shaolin, Tai
Chi, etc) and of ancient Chinese philosophies
The game positionning : a historical Martial-arts MMORPG which provides all that
players can expect from a MMORPG type
Game assets :
• A dynamic battle system with splendid 3D graphics
• Challenges : PVE and PVP
• Artisan based (Craft industry) large job classes, a huge map and many more
• Targets :
• Male/Female, 13-35 years old
• Playing MMROPG
• Interested in Online games, Adventure games,
Anime & Manga
• Collectible Card Games, Battle games
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11. Marketing & Communication Plan – Age of Wulin
Online communication through :
• gPotato main website & the game website itself
• E-newsletters
• Internet (search and content Google, MSN, Yahoo, Video games
& Anime & Manga Websites)
• Social Web & Event communication
(Owned Media, Paid Media, Bought Media)
Offline communication through (point to discuss) :
• Print (video games magazines, artbooks & story books)
• Famous video games/ Anime & Manga French Exhibitions
• Partnerships with main Game consoles constructors & Telecom
operators & Retailers to implement games /books through their
online virtual Market and shops & websites
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12. Media plan for the promotion of Age of Wulin
Communication
tools/Period
02/06 15/06 20/06 30/06 10/09
03/06 to 25/06 : Slots on the main website
Website
03/06 : E-newsletter
03/06 to 25/06 : Search on Google/Yahoo/Bing/MSN
Internet
04/06 : Display on Online & video games websites 04/06 to 11/06 : Articles on Online & Video games websites
23/05 to 02/06 :
Teasing on Twitter & Facebook & Blogs
Social Media 02/06 to 30/06 : 03/06 to 20/06 :
Animation on Facebook & Twitter & Youtube Search on Youtube/Facebook
03/06 to 25/06 : Contest on Facebook and 25/06 to 30/06 : Contest on Twitter
Print From 03/06 : Articles on shortlisted video games magazines
Exhibitions Sept. to Oct. : Festival du jeu vidéo & Paris Games Week & Paris Mangas
Elphège Kolingba – Product Marketing Manager - Marketing case study - 23/05/2011 11

13. Marketing Budget
Marketing Campaigns Budget for the MMORPG - Age of Wullin -
Legend of the Nine Schrolls :
Cost
Activities
forecasting
(fictionnal)
Digital
Print (advertising) 8 000 €
SEM (Google, Yahoo/Bing) 15 000 €
Display on websites (banner, landing page) 5 000 €
Advertising of Social Media (Facebook, Youtube, Blogs) 8 000 €
Total 36 000 €
Offline
Event Communication (exibitions) 10 000 €
Total 10 000 €
Elphège Kolingba – Product Marketing Manager - Marketing case study - 23/05/2011

14. Q&A
Thank you for your kind attention
Elphège Kolingba – Product Marketing Manager - Marketing case study - 23/05/2011 12

15. Appendices
Elphège Kolingba – Product Marketing Manager - Marketing case study - 23/05/2011 1

16. Marketing & Communication Plan – Age of Wulin
Online communication through Gpotato website :
1
• 2 slots on the home page with an
interactive banner
• A permanent slot into the downloadable
games section alongside with other games
2
3
Elphège Kolingba – Product Marketing Manager - Marketing case study - 23/05/2011 2

17. Marketing & Communication Plan – Age of Wulin
Online communication through Age of Wulin
website :
• Facebook Connnect : give a 3rd
option to help visitors registering 1
themselves quickly
• Share/ Recommend/Tweets
buttons on media and news sections
to help social media users to relay
contents
2
3
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18. Marketing & Communication Plan – Age of Wulin
Online communication through an e-newsletter
to subscribers (according to targets) :
• A layout presenting the game news, a
quick description of the items /game assets
and annoncing a contest on social media 1
TEXT DESCRIPTION
• A Youtube video Link and a quick sharing 2
section
Text Send to a friend
3
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19. Marketing & Communication Plan – Age of Wulin
Online communication through Internet :
• Search compaigns on Google/Yahoo /Bing :
key words & sponsorised announces 1
• Display on MSN (banner) about the game
• Display campaigns (landing section)
through video games
& Anime & Manga websites
2- 3
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20. Marketing & Communication Plan – Age of Wulin
Online communication through Social web :
• Facebook *– French Fan Page
• 3 advertising campaigns
• Animation : trailers, screenshots , a Quizz with rewards
(ex : Free gPotatoes currency to have fun in the game)
1
• YouTube –French Channel
• Videos sponsorised campaigns
• Video trailers & Gameplay video & Webisodes
highlighted on the channel
• Twitter – French account
• Teasing and tweets about the game
(news, items, characters’ story etc.)
• Tweet contest to boost the number of followers
• Blogs/forums
2
• Articles, videos implementations
or clickable banners
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21. Marketing & Communication Plan – Age of Wulin
Offline communication through (point to discuss) :
• Print (video games magazines, artbooks/story books)
• Famous video games/ Anime & Manga French Exhibitions :
• Festival du jeu vidéo & Paris Games Week (sept. – oct. 2011)
1
• Identity opportunities & Partnerships with main games consoles
constructors to implement games through their online virtual Market
(PSN, XBLA, WIIWARE)
• Players can dowload the game into the home consoles stores and play it for
free BUT can buy items through the same store
2
• Notifications are made through their personnal Facebook pages (linked to
the game website)
• Identify opportunities to develp games on smartphone (Apple)
and French Telecoms operators
• Free downloadable game with items selling 3
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