Get Journalists To Cover Your Game

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1 Get Journalists To Cover Your Game Lessons from Online Dating, Praying and No Man s Sky Thomas Reisenegger

2 2

Number of Steam Games Released 3 4500 11 Games Per Day 4000 3500 3000 2500

3 Number of Steam Games Released Games Per Day

4 4

5 5

Number of Monthly Articles Games Media 2016 6 250.

6 Number of Monthly Articles Games Media SOURCE : ICO PARTNERS

7 Number of Monthly Articles Games Media Top 20 games All other games SOURCE : ICO PARTNERS

8 8 Thomas Reisenegger PR Manager & Consultant at ICO Partner League of Legends, SMITE, Endless Space 2, IndieCade Europe, Armello, A Normal Lost Phone 7 years as a freelance video game journalist

9 Topics 9 1 Is PR the right thing for you? 3 ways to victory 2 Understanding the media landscape 5 key insights 3 How to get your game covered 5 golden rules

10 Topics 10 1 Is PR the right thing for you? 3 ways to victory 2 Understanding the media landscape 5 key insights 3 How to get your game covered 5 golden rules

11 11 3 communication roads to victory Marketing - AAA - Casual - Copycat - Mobile Community - Long running - Early access - Niche PR - Classic premium - Hardcore F2P - Critic s game - B2B

12 Topics 12 1 Is PR the right thing for you? 3 ways to victory 2 Understanding the media landscape 5 key insights 3 How to get your game covered 5 golden rules

13 13 1. How much coverage is good coverage?

14 14 Average launch coverage per game type (number of articles) AAA GAMES TRIPLE-I GAMES SOURCE : ICO PARTNERS

15 15 No Man s Sky is NOT an indie game

16 16 2. Who talks about which platforms?

17 17 PS4 vs. Xbox One in media coverage Jan 14 Feb Mrz Apr Mai Jun Jul 14 Aug 14 Sep 14 Okt 14 Nov Dez Jan Feb Mrz Apr Mai Jun Jul 15 Aug 15 Sep 15 Okt 15 Nov Dez Jan Feb Mrz Apr Mai Jun Jul 16 Aug 16 Sep 16 Okt 16 Nov Dez Jan Playstation 4 Xbox One SOURCE : ICO PARTNERS PS4 = 35% more coverage than Xbox

18 Different markets prefer to cover different platforms 18

19 19 3. Console and PC media vs. mobile media

20 /16 02/16 02/16 02/16 03/16 03/16 03/16 03/16 03/16 04/16 04/16 04/16 04/16 05/16 05/16 05/16 05/16 05/16 06/16 06/16 06/16 06/16 07/16 07/16 07/16 07/16 08/16 08/16 08/16 08/16 08/16 09/16 09/16 09/16 09/16 10/16 Media Coverage Clash Royale Global launch

21 02/16 02/16 02/16 02/16 03/16 03/16 03/16 03/16 03/16 04/16 04/16 04/16 04/16 05/16 05/16 05/16 05/16 05/16 06/16 06/16 06/16 06/16 07/16 07/16 07/16 07/16 08/16 08/16 08/16 08/16 08/16 09/16 09/16 09/16 09/16 10/16 21 Media Coverge Games for gold Global launch Clash Royale Goat Simulator

02/16 02/16 02/16 02/16 03/16 03/16 03/16 03/16 03/16 04/16 04/16 04/16 04/16 05/16 05/16 05/16 05/16 05/16 06/16 06/16 06/16 06/16 07/16 07/16 07/16 07/16 08/16 08/16 08/16 08/16

22 02/16 02/16 02/16 02/16 03/16 03/16 03/16 03/16 03/16 04/16 04/16 04/16 04/16 05/16 05/16 05/16 05/16 05/16 06/16 06/16 06/16 06/16 07/16 07/16 07/16 07/16 08/16 08/16 08/16 08/16 08/16 09/16 09/16 09/16 09/16 10/16 22 Media Coverage Global launch Games for gold Global launch Clash Royale Goat Simulator Deus Ex: Mankind Divided

23 23 4. What are the most covered VR devices?

24 Number of media articles VR Headsets Mai 15 Jun 15 Jul 15 Aug 15 Sep 15 Okt 15 Nov 15 Dez 15 Jan 16 Feb 16 Mrz 16 Apr 16 Mai 16 Jun 16 Jul 16 Aug 16 Sep 16 Okt 16 Nov 16 Dez 16 Jan 17 Oculus Rift HTC Vive VR Playstation VR SOURCE : ICO PARTNERS

25 25 5. Who decides which gaming news gets picked up?

26 26 Top tier UK / US media Other western media

27 Topics 27 1 Is PR the right thing for you? 3 ways to victory 2 Understanding the media landscape 5 key insights 3 How to get your game covered 5 golden rules

28 28 Rule 1 Make your game Tinder ready

29 29 Galactic Junk League Galactic Junk League Build Whatever Ship You Want and Battle Your Friends. Galactic babies and battle-ready space toilets. Build and battle spaceships in any shape.

30 30 ready 1. Make clear why the other person should care within 10 seconds

31 31 icopartners.com/gif-guide

32 32 ready 1. Make clear why the other person should care within 10 seconds 2. Better to be amazing for a few people... than okay for many

33 33 Problem

34 $ $ $ Rule 2 34 $ $ $ $ $ Think in headlines (bring clicks) $ $ $ $ $ $

35 35 Be relatable No Man s Sky No Man s Sky trailer shows massive universe New No Man s Sky Trailer Invites You to Explore Game s 18 Quintillion Planets (Gamespot)

36 36 Paint a mental image No Man s Sky No Man s Sky shows off procedural generation, everything is unique No Man s Sky - The game even the developers haven t seen all of

37 37 Refer to other games (if there is demand for it!) Northgard Finally something new for Settlers fans Viking strategy game Northgard announced (Gamestar)

38 38 Refer to other cool things Memoranda A Beautiful Point n Click Adventure Inspired by Japanese Author Haruki Murakami Short Stories (Kotaku)

39 39 Guerrilla Marketing Polygod Polygod is free for those with certain The Binding of Isaac achievements

40 40 There is always a new story Feature focus: In Hyper Light Drifter every second is a stunning wallpaper Dev focus: Owlboy, the indie platformer that took 10 years to build (Guardian) Erment focus: Only One Person In The Entire World Has Unlocked This Steam Achievement (Kotaku on Devil Daggers)

41 41 Rule 3 Write s people want to read

42 42 The perfect mail pitch AIDA template Attention Catchy subject line Game text / pitch Interest Gif or Youtube video preview Desire Reference to more info and assets Call to action 42

43 43 Rule 4 Pitch to the right people

44 44 Know which god you are praying to

45 45 Official blogs

46 46 Streamers and YouTubers Only care about your game, not your story Must be easy to record Space to insert selfie window Have a windowed mode Be able to hide user name Implement special features for influencers

47 47 Rule 5 Make something pull-worthy

48 48 Push PR Pull PR Make something pull-worthy and push it

49 49 Media landscape 5 key facts 1. English m media - opinion leader 2. PS4 gets 35% more coverage than Xbox One 3. Average launch coverage: 1500 articles AAA, 230 articles for III 4. media < PC and console media 5. VR: Oculus gets more coverage than HTC Vive

50 Get your game covered 5 golden rules 1. Make your game ready 1.

50 50 Get your game covered 5 golden rules 1. Make your game ready second rule, also 2. Get not 2. Think in headlines (like 18 quintillion headlines) 3. AIDA template - (attention, interest, desire, action) 4. Know the god you are praying to 5. Makes something pull-worthy and push it

51 51 W W W. I C O M E D I A. E U B R I G H T O N U N I T E D K I N G D O M C O N T A C I C O M E D I A. E U ( 0 )

THE DIARY OF A MODERN PR CAMPAIGN

THE DIARY OF A MODERN PR CAMPAIGN How to Plan Your Game's Promotion @Olima / Thomas Reisenegger LOL LOL LOL LOL LOL LOL LOL Selling games is actually coffee TOPICS TODAY I. What really sells games? II.