2. What is our product?
A 2D independant platformer video game inclusive for PC gamers.
Our game follows a modern day character though his unexpected journey of fetching a cup of coffee for his boss.
Our product will gain its expenditure through celebrity gamers, posters and adverts on a strict release date plan.
The Games Story -
Theodore works at a Dream engineering company called Night life. He works Mon-Fri from evening to morning. He must bring his
boss a ‘cup of joe’ before he can begin his work. Unfortunately for Theodore, the ‘Coffee House’ is too far down the boulevard for
him not to rush. But wait, there’s more! Sadly Theodore also has a nasty history of Caffeine addiction and has been warned by his
doctor that one more cup of coffee would kill him.
The player has to plow through a crazy journey of avoiding crowds, climbing cranes, breaking entries whilst also mentally fighting
his awful caffeine habit, all for the approval of his boss.
3. Marketing Products
Flowchart
The first two products in the
Coffee Run Campaign are the
Teaser Trailer and the release
poster.
These are important to show
the potential clients that the
game is real and they won’t
have to wait long to play it.
The Sleeves bring the public to
our Twittersphere. From there,
they have a choice to enter the
competition and and follow us
or click away. People who
enter the contest will have to
follow us so they can be
notified if they win.
All of the promotion is there for
the fans who enjoyed the
Coffee Run experience.
The Skyscraper web banner is
to notify people on flash-game
websites that Coffee Run is
now playable by “just clicking
on the banner”, boosting its
popularity after its release.
4. Competitors
Comic Con is a prime time for game developers to be releasing playable demos and exciting promotional content for
their upcoming games. Our small independent app game has to compete with the big players, in a fight for the most
attention at our game stand. It’s clear that the gaming giants are going to be the primary targets for the comic con
attendees, but we’re hoping to catch their eye with our cheap, fun, and light hearted app game.
Some of the competition at Comic Con 2014 will be
● Sumo Digital’s ‘Little Big Planet 3’.
● 343 Industries’ ‘Halo 5: Guardians’.
● Bioware’s ‘Dragon Age Inquisition’.
● Naughty Dog’s Remastered version of ‘The Last of Us’.
and several games from Nintendo, including:
● Hyrule Warriors.
● Pokemon Omega Ruby, and Alpha Sapphire.
● Bayonetta 2 (On WiiU).
● and their unveiling of StreetPass - new tech for the 3DS.
5. Our Audience
Who is your game for?
Our game is for the people who appreciate new age game but adore older games like Zelda or Donkey Kong for nostalgia
purposes. Our target audience was supposed to be for the younger generation but since the evolution of iphone games, 2D
games like Flappy Bird and The Simpsons Tapped Out have become more popular, purely because they run smoother and are
better to play visually on an iphone than a glitchy 3D game that kills your battery.
In order to make sense of a large potential consumer base, it is best to break the market into separate sections.The most common
segmentation of the games market is between casual gamers and core gamers. Our hope for Coffee Runs success is down to our
audiences level of interest and appreciation for independant games. We would class our Coffee Run player to be casual, whether
it’s the iphone version or the PC version.
Willingness to play our game shouldn’t be a chore. Coffee Run isn’t a complicated game, it just requires instinct. When our
audience plays our game, they should never feel that they have wasted anytime because the experience is enlightening with bright
visuals for a 2D platform, along with some interesting obscurities. They also don’t need a high tolerance level because the Game
itself doesn’t trick the player, any move they make is completely in their hands. The game makes it clear if the player makes the
wrong decision by simply notifying him that he spilt his coffee, as well as in tall drops, (he would really die) but we ignore that for
our younger demographic and simply say “Ooops, you have spilt your Coffee”.
6. Our Casual Gamer...
Here we have an image of a young
business man who appears to be
entertaining himself by playing our
Coffee Run App.
Where would he play our App?
He would play it whilst waiting at the
bus/train station, mostly during long
waiting periods.
Where won’t he play our App?
It’s unnecessary for him to use his
phone at home for gaming because
most people could find higher quality
games on their PC or Games
Console, whereas our phones are
limited which means that most of us
have no choice but to put-up with
flash games because 3D games kill
our precious phone battery.
The difference between this audience
member from the core gamer is that
gaming is seen as more of a pass time
and less of an experience, especially
App Games when they are put on a
scale with High budget PC & Console
Games.
Apps require a less skill than most PC
and Console games, making them
easier to control, this attracts a mild
version of a gaming audience that are
more comfortable with letting the game
do most of the work, since there are
fewer controls on a touch screen.
7. Our Core Gamer
Here we have an image of a
teenager sitting on his coach,
celebrating his victory of completing
our game.
Where would he play our
game?
He would play our game on flash
game sites, such as:
Maxgames.com
Armorgames.com
Kongregate.com
Where won’t he play our App?
Our core gamer actually enjoys
gaming as a whole, full - resolution
game so they can enjoy the
atmosphere to its full potential
online. They won’t enjoy playing our
game as an app form because it’s a
touchpad, giving them less control
over the characters movements.
A core gamer would go out of their way
to research information about the
games developers and even share their
gameplay experiences on chat forums
where fellow ‘core gamers’ can debate
and post their criticism.
Because we are releasing our game at
comic con, we will be overwhelmed with
Core Gamers, hopefully it’ll increase the
games popularity and multiply coffee
runs Core audience.
8.
9. The game has no cartoon violence. Although Coffee Run does include a variety of hazards teaching the use of
exaggerated dangers, for example: being knocked over by a crowd of customers. There are no traits relating to
horror or dark themed content, perhaps the Nightlife world of Coffee Run is more ‘gloomy’, but still doesn’t carry any
horror conventions, making it suitable for young children.
There are no references to illegal uses of drugs or messages. There are elements of exaggerated behaviour by the
protagonist, he runs, climbs buildings to get to work on time. A nine year old should have the common sense to
understand that this is an exaggeration and should not imitate any of Theodores wild instinctive behaviours.
There is no real language in Coffee Run, it has a good soundtrack to represent the noise and bright-Dark
atmospheres.
There are no scenes of nudity, of sequel scenes pr nature as such. The gender demographic for this game is
primarily male (although the style appealed more to females during our feedback process). Only because of our
characters gender, our audience tends to mimic the protagonist.
Frightening moments where Theodore is in danger are intense but not dangerous or scarring, due to the fantasy
based setting, death in our game is well disguised making it suitable for any age range.
The APP Age Rating 9+
The Online Rating 13-21
10.
11. Coffee Run APP Vs PC
APP/Smartphone Gamers -
PC/Online Gamers -
The reason for this is because the game doesn’t
require any over complicated tactics to remember
when it’s being operated on the smartphone version,
it’s only used as a time passer.
Our game mostly takes place on PC-Online which
has a full wide screen ratio. The reason for its
popularity is because the game was initially
designed to intrigue people by its colourful artwork
and common-yet uncommon journey, which can’t yet
be fully be experienced on a 3x2 phone screen.
(Statistics used is a rounded up estimate of the
type of people who gave our game feedback).
90%
10%
12. ANNOUNCEMENT
● Cost £1500 for space
● travel to London with moving Van
and back £300
● Hire equipment + tables £50
● Giant banner & Stand + £150
● Give away free “Coming Soon” posters
● Rent Projector from AV2Hire.co.uk £50 Per Day (For Trailer Replay)
● Rent Screen from AV2Hire.co.uk £30 Per Day (For Trailer Replay)
Friday 11th April
13. Products For Show
A physical banner on the display of the table at PAX Con
Printing Via Instaprint.co.uk x2 premium prints £59.98 + Stands
Coming Soon Poster
Printing Via Instaprint.co.uk
x100 Standard Prints = £260
Working Teaser Trailer
Subtotal of
£319.98
15. Where will our trailer be shown?
The trailer will be presented at the Pax
Gaming Con using our rented projector and
screen. The gaming audience will see the
trailer and hopefully approach us and ask for
more information.
We will also uploading the trailer to youtube
and post the link on the Coffee Run Twitter
page. We will be looking back at its progress
using google analytics.
16. Monday 13th (Work Day for Casual Gamers)
Each coffee in local Cafes will be sold with a Coffee Run
Sleeve.
We have chosen to use local cafes instead of large
corporate types to save money. It is highly expensive and
quite unnecessary to market our 2D Platformer game
globally via Starbucks. Our game may get recognised
around the globe online through the Twittersphere but it
won’t be publicized anywhere from outside the UK.
The sleeve contains a QR code that will take the customer
to our Twitter page which has information about the game
and our T-Shirt Competition.
Although people are aware of QR codes being used to
market products or websites, this one is more subtle by not
giving away that it is a game.
17. Yourbrandcafe.co.uk
We will purchase 4, this will cost us £58.72 for
5,000 sleeves.
Meaning that we can now market our sleeves to
five individual Coffee Shops.
In cambridge we will choose our five cafes that are
independent because they may not ask money for
our promotional use.
18. Our Top Five Independent Cafes Cambridge
1. The Box Cafe -
47 Norfolk Street, Cambridge CB1, UK
2. Hot Numbers -
Unit 6, Dales Brewery, Gwydir Street, Cambridge CB1 2LJ
3. Black Cat Cafe -
2 The Broadway, Mill Road, Cambridge, Cambridgeshire CB1, UK
4. Clowns Restaurant and Cafe -
54 King Street, Cambridge CB1 1LN, UK
5. Indigo Cafe -
Cambridge, Cambridgeshire CB2 3PJ, UK
19. The reason why we have a smartphone APP + Casual Audience
Don’t use smartphones
Do use smartphones
Don’t use smartphones
Do use smartphones
Nielsen from cnet.com performed a study about smart phones and discovered that 70% of teenagers aged from 13-17 use
smartphones now, also 79% of young adults between the ages 18-24 own a smartphone. These statistics support our Coffee sleeves,
stating that over two thirds of the public that is buying a coffee cup have a phone that is compatible with QR. Which also means they
can download our games App.
QR codes have been around since the mid 90s and are the easiest way to connect the offline world to the online. According to
20. #CoffeeRun
The competition is won by hashtagging our game ^ after typing out your very own coffee run story.
The top five stories will be chosen by the game developers upon a vote: The winners will get a prize T-shirt that is the same as
Pewdiepies and Tomakas (Famous Youtubers) as well as a free poster of the upcoming game.
We have chosen to do this rather than re-tweets because Twitter users today are very picky with who they Re-Tweet and may
disregard the post, Also it may appear rather cliche for a twitter contest, so like our game, the contest is made more challenging
and is narrowed down for our creative demographic.
The main use of Twitter -
We will be counting on our Coffee Cup sleeves including our QR code to support the competition and gain us more followers.
Realistically, if our coffee cup sleeves don’t achieve anything, our back-up plan is to wait for our young Celebrities to respond to
their free T-Shirts and Demo game, because they carry enough recognition.
CR CR
+
21. Bundle Package for Our Celebs!
INDIRECT -
The generic T-shirt is given free to young celebrities.
Printing upto 20 Gen T-Shirts
Set 20 T-Shirts between four mildly famous content creators.
Five per each person, with every size ranging from XS-XL for
their friends and family.
They are more likely to wear the T-Shirt if they-
1. Have their size
2. overwhelmed with options, making them feel important
3. Have enough for their friends
Each T-Shirt + print will cost £1.50 each and should cost us a
total of £30.00 with free shipping. After the shirts are seen by the
celebrities demographic, they may want to purchase a T-Shirt for
themselves.
We will check back through the Celebrities public comments
section and make a total of comments requesting a T-Shirt, if
there is a large amount, we will print 50 Tees, costing us £75 and
we’ll sell them for £5.99 each, so when our T-Shirts sell out, we
will have gained a profit of £224.5, earning back our £30.00
spent on the Celebrities T-Shirts also.
Demo 1st
LVL
Coffee + Bagets
23. Why Use Celebrities?
Our target audience is young and looks up to people in films and magazines. Stars aren’t always aware of the clothes
they wear and what they promote, due to companies giving them so many brands of clothes for free, or in some cases,
they get paid to wear specific brands of clothes.
Some moments in the past where celebrities influenced types of trends are easily remembered, for example: most
young males in England 2003-2005 wanted to look like David Beckham, a youthful, half decent football player. They
wanted all of his merch, some people even changed football teams and most paid for his haircut after buying his iconic
football T-Shirt, do you remember? The same thing occurred when Eminem grew popular, people bleached their hair
and wore baggy T-Shirts & baggy jeans.
Richard Dyer’s star Theory, in our case explains that once a film actor gains enough recognition globally, they are
printed into the minds of others around the globe as a character and not a real person. This means that the actor has
an expectation to carry, not just in films but also during their private life. Becoming more than an icon, they are a living
product. They become manufactured, shaped by institutions to make financial gains from their audience.
An example of Companies using celebrities to promote their products could range from things like hair gel for Leonardo
Dicaprio or Tom Cruise’s motorcycles. They would use useful terminology first, Leonardo Dicaprio has good hair,
people may also want theirs to look that good, so the companies give free samples to the actors to earn the right of
using their name for the products promotion. There is an article on Vulture.com titled “How Celebrities Get Almost
Everything Free”. The article says that the average celebrity receives over $100,000 of free goods and services,
annually.
Our T-shirt will be shipped to them with a demo of the game. Hopefully they will find some joy out of the demo
24. Indirect Marketing
The way that we will indirectly market our game is through shipping free demos of our game along with the T-Shirts to a total of
five, well known individuals.
The idea isn’t too ambitious in terms of the games demographic. Before choosing our celebrities, it was clear that we couldn’t just
send our packages to anybody famous, that could mean Robert Deniro, Ben Stiller etc. It was clear that most of the actors in LA
would frown-upon a 2D game about Coffee, and probably would just throw away the demo and burn the T-Shirts; and if they were
to contribute, that too wouldn’t exactly help us because our target audience would clash with theirs.
Understanding that our game wasn’t for everybody, we went back to square one, our own target audience. We had to work
backwards, looking at our first demographics analysis and trying to find what Coffee Run fans would watch on TV, Netflix or
YouTube.
By configuring our fans media interests, we easily found reachable and more charismatic people to send our T-Shirts and demos
to. People who enjoy indie games are the sort of people we looked for. We discovered that Flappy Bird became popular after a
Youtuber Named Felix Arvid Ulf Kjellberg AKA PEWDIEPIE uploaded his gameplay video. The game Flappy Bird is a 2D
platformer style game that could be compared to our own in many ways. Pewdiepie is the highest grossing Youtuber today and
may be difficult to get in contact with so we then looked at the second best, and third etc before finding Thomas Ridgewell AKA
Tomska. Tomska is easier to get a hold of, I have bumped into him at least five times and featured him in my own video. His
demographic is young and interested in indie work and could be useful.
+
25. Views Per Month
Considering Thomas Ridgewells
demographic isn’t very specific
and based around ‘Cake-Bomb’
humour which appeals to most
young people, he may not wear
the T-shirt without being paid, so
we have discussed the situation
so if he rejects our T-Shirt, we will
offer to pay him £10 for each
minute that the T-shirt is in shot
for his next video. We have taken
his previous video’s as a
guideline, his most recent videos
don’t last any longer than five
minutes and we are willing to
spend a total of £100.
For Pewdiepie, the case differs
because his videos tend to be
longer, ranging from 10-30 mins
so if he doesn’t agree, we will
offer to pay him for a 10 min
gameplay of our game.
TOMSKA
PEWDIEPIE
26. Kumail Nanjiani & Emily V. Gordon
A successful gaming couple who run a podcast in the
Nerdist family with the title: The Indoor Kids.
I have sent emails back and forth to Kyle Anderson from
the Nerdist so I have a way of contacting them. The reason
I have chosen to send them two free packages is down to
from the couples frequent complaints that they don’t receive
free games yet, as video game reviewers, they often
complain that they have to still go out of their way to buy
their games they are also paid to promote occasionally.
Having listened to the podcast for a while, I have had time
to understand the types of video games they dedicate their
time to and have learnt that they are very appreciative of
indie game developers, carrying much respect for their
work.
We believe that that their appreciation for independent
games and free stuff will be enough to have them play our
game. Along with our Free T-Shirts, if they enjoy the Demo.
The couple also frequently star on panels at the San diego
Comic-Con and if they decide to wear our T-shirts there, it’ll
certainly help boost our audience in numbers.
We are going to find their address through their website
and look at their podcast schedule before sending our
bundle with hot coffee, bagels, T-Shirts and bagels, right
before they begin recording their show, in hope to achieve
an honerable mention.
27. 24th October RELEASE ( For Our Core Gamers)
● Places where most anticipated
games are released.
● Gathering of Core Gamers.
● Reaches our Target audience.
(Young, busy, have cash in hand).
We will simply make an
announcement on the gaming
panel
that our game is now available to
play online
only at the top three most popular
Flash Games Sites -
Right before posting our banners
to
the websites
28. Our Banners on Armor games
ArmorGames.com is a free Flash games website that
has hundreds of thousands of users that enjoy the 2D
flash entertainment. The site is well known for hosting
other games developers content and advertising their
future work.
To advertise Coffee Run on ArmorGames would cost
the minimum of £100.00, this is mostly expensive
because it’s a private website designed and created by
Daniel McNeely. The game site already presents a lot
of good 2D flash games. If we need to compete, we
may need to spend an extra hundred to increase the
amount of Ads for our game.
29. Following the Games Release on the 25th october
The Banners will be released as
pop-ups on the flash games websites
listed below:
- maxgames.com
- kongregate.com
- armourgames.com
The website Kongregate.com has a feature
that allows the user to dontate any
ammount of money to the game’s
developers which can help us create more
levels for the game whilst also support our
funding for our promotional products
coming out this December.
Maxgames and armourgames.com don’t
include that feature, however we will put
our information in the discription incase any
users feel the need to donate or want to
email us any questions.
Wordstream shows exactly how social media sites like Twitter and
Facebook don’t do entirely well with ads/banners. unfortunately we
don’t feature a video/gif banner, but we have tackled the issue by
creating three different types of banners to increase our clickable
rates.
30. December 1st
The game will have gained some recognition by december, rendering the merch with references more reasonable for sales now.
The new ‘Keep Calm’ poster will be sold, at the same time, our designs for the more detailed T-Shirts will be available for
purchase online at Asos and Urban Outfitters.
ASOS Christmas-
These are online stores that have brilliant shipping and return policies.
The best time to release our merch is december 1st because if it all doesn’t sell by christmas, it will pile with the rest of the items
for the big winter sale. This works in our favour, we will still be making a profit when Christmas is over because our products will
be passed along to the winter sale, which is the largest sale of the year, next to Black Friday; meaning of course that after our
product’s hit the top of their peak, they can still make a profit and sold for a price, even if it’s half price, they will still earn us back
the money we put into their production.
T-Shirts!
32. Client Feedback 01 Design (Indirect)
CLARITY
This T-shirt is actually quite funny in a smart way. The fact that there aren’t any colours but you’ve
used two contrasting shades of black and white makes it very easy to read the text. Also that it’s
bold gives a great impact.
POLISH
You may have left it a bit plain though, but I understand that there isn’t much space to put a hipster
picture of a mustache or whatever, it still works well by itself.
CONSISTENCY
I think that the text is well spread and the typography is done well, there are even spaces between
each letter.
Again, this would be purchased more if you keep the T-Shirt at the same level of quality and slimfit.
You should sell them as designer T-Shirts.
I don’t like that the text is a little blurred or that there is a full stop after “cool”, you should change
those and maybe add a mustache or hipster glasses at the back of the T-Shirt.
RATIONAL
I think that the subtext of
the message works well
with a hip-young audience
that have irony interpreted
into their humour. It’s not
about the image with this
T-Shirt, it’s about message.
33. Client Feedback 02 Design (Direct)
CLARITY
The design makes it less like a games T-shirt because most of them actually are black with the
front of the game cover on top.
Although the title of your game is on the T-shirt, Its very clearly an app game for, like androids and
ipads.
POLISH
The colours seem to be similar to the games theme, just a little brighter perhaps. I think that the
way the crates are drawn is interesting, definitely catches peoples eyes. I’m not entirely sure what
the line is following the person though, I may recommend removing this.
CONSISTENCY
The whole thing works well together, I’m not sure how you came up with the colours but they are
very pretty. Maybe you can make them available for girls too? A unisex T-Shirt could be better.
I also want to say that having the T-shirt a slim fit is very important, I think that this t-shirt looks
more designer when compared to the other six.
RATIONAL
The idea from this shirt
really came to life when I
was creating the app logo.
I have had the measuring
accurate and really liked
the colours, so I recycled
the design.
34. The colours chosen resemble
the main colour pallet for the
gameplay. The buyer will be
aware of this, if not, they may
just want it to match their
bedroom style.
It’s a subtle way of reminding
somebody of the game. Subtlety
is more grown up.
This is aimed more for the adult
audience because they will
perhaps be more familiar with
the original posters of Keeping
calm after 1939.
The poster will be made
available on Ebay.com.
Ebay, created in 1995 has
grown in popularity around the
globe as a purchasing and sales
website. With the use of ebay,
we can put the poster on an
account and sell it with no
strings attached.
The way that this is marketed is
through its british inside joke and
the girder reference. The person
who purchases this Poster may
have played the game or at least
has heard of it.
As people grow up, it’s less cool
to have posters and merchandise
with video game references. As a
result, subtle designs become
more popular. You tend not to
see adults with Mario
emblazoned on their shirts, but
you may see someone with a
retro Nintendo 64 on their chests.
Likewise, posters which make
subtle reference, or quote games
from fan’s past, are usually more
popular.
35. Schedule
We’ve chosen to announce
our game at PAX on 11th
of April.
PAX is the best place to
announce our game, as
the style of games they
host are in keeping with
ours.
Comic Con is the next time
you’ll see our game - as
this is the day it’s it’s
properly released, along
with the skyscrapers
banners for the online
webpages.
On December the 1st, we’
re releasing the coffee
sleeves in coffee stores as
an extra way to promote
the game.
36. The feedback from our client, made it clear that although our marketing products are suitable, the timings and release
dates are a little backwards. It was also mentioned that our target audience is split between casual and core gamers - a
problem that’s fine so long as we manage the marketing plan appropriately.
To solve the issues that our client highlighted, we compiled a list of changes to be made.
● We need to clarify the difference in our Target Audience and the type of gamers we’re selling to.
Core Gamers - For this audience we’ll be promoting at PAX, COMICCON, and via giamer Podcasts.
Casual Gamers - For this audience we’ll be promoting our game via the Coffee cup sleeves and T-shirts.
● Schedule. Get the game released at an earlier date, to get customers buying the game as soon as they see out
promotional material.
● Indoor KIds - Podcast. As a small PR stunt, we plan on sending a hamper of fresh coffee. bagels, muffins and
other breakfast foods, along with a pack of Coffee Run t-shirts and a copy of our game. This is all in the hope
that they’ll mention us on their podcast and we’ll gain more media exposure.
● A poster was part of our marketing campaign, but due to the style of it’s advertising, we’ve decided to drop it
from the plan.
Client Feedback
39. Improvements
● We took our clients advice seriously and dove back into our target audience. We created and inserted new slides
giving examples of both of our audiences. Yes we divided our audience into two types of gamers that depend
entirely on our two types of game releases.
● We then re-wrote our audience research information and our App-PC games Age Ratings to match our new
audience.
● Our client also recommended us to add our give-away T-Shirts into a bundle with hot coffee and bagels/donuts.
The idea is to overwhelm the celebrities right before they begin their show/podcast so that they can brag about
their free gifts to thousands of listeners.
● The one thing we didn’t change is the release date, this is because a lot of our opening products, the Coffee
Cup Sleeves, coming soon poster and our trailer were designed pre-release date of our game. They cover each
of the first crucial elements i.e. the Direct and Indirect, these depend on being released prior to our game in
order to get our Core gamers excited. If we had just a casual gaming audience, it would have been simpler and
less complicated to just release our game from the start without booking any venues at Cons, this however is not
the case and we have done our best for the campaign to suit both gamer types.
40. Strengths & Weaknesses
Strengths -
● The prices for our products are true, as well as the designs.
● The products are carefully split in their design to target both of our audiences equally.
● We have multiple Direct, Indirect and promotional material.
● Our statistics are found on legitimate websites and occasionally based on our own feedback.
● We have acted on feedback to improve our campaigns goals.
● We aren’t just promoting our game, we are selling designer Tees and a traditional british ‘Keep Calm’
poster.
● We don’t spend more than £1500 (Including games development process).
● We have Divided our demographic based on which platform they play our game i.e Casual Gamers will
use our App Version and Core Gamers will play Coffee Run on PC.
Weaknesses -
● Our structure over all may be a bit over the top.
● Although our campaign doesn’t require a high budget, we won’t know where to place the money once it
comes flowing back from the merch.
● Not all of the promotional products after the games release are going to sell, especially if the game
doesn’t succeed in popularity. However, we won’t be printing any promotional products unless the game
succeeds so it just depends on our audience.
41. Evaluation
The first idea we had was to make a trailer for our game. The online trailer was supposed to be an animation with
artwork from the game. There were times where we had other Ideas but beginning with a trailer seemed like a good
establishing point of our campaign. It would introduce our product, entice customers, and we would get clear viewing
figures from Google Analytics to know how many people have seen our game.
The game was going to be released on PC before we realised that our casual audience won’t make the effort to play on
PC. This meant that we had to a choice to make, to either choose between core or casual and make our campaign
easier and simpler, or we could create a schedule that can suit both audiences.
We decided to create a number of products that promote our game, we made two versions of indirect, direct and
promotional material, one for each core and casual gamer. We also had more subtle products for the casual gamer and
elaborated for the core gamers, we also did things for the the core gamers that wasn’t necessary for the casual gamers
like book out places for PAX and Comic Con. We realised that it was possible to please both audiences, so long as we
targeted them individually.
In the future, we plan on using the money from the success of Coffee Run, to create at least one more game and
perhaps two. These would be marketed to the same target audience and could eventually be sold as a game bundle for
a cheaper price that the RRP of the individual games. With the development of a brand image, our sales of
merchandise would grow and budgets for larger and more advanced games would be possible. We understand the
importance of crafting a company that our TA trusts and will return to, this will score us repeat custom, and games will
be shared via word of mouth.
