1. I’m developping an iPhone game myself, when do you think would be the right time to start marketing? When a teaser trailer is done?

    I agree that there is never too much marketing. Games like Army Of Two lived off their marketing despite the fact that the experience was very poor. All EA had to do is to compare it to Gears of War…bold but rewarding move.

  2. BC

    For something like an iphone game you should be marketing from day one. Anything indie like that, the customer likes to feel he ‘owns’ the game already by feeling involved in the development process. Dev diarys, getting people to see it the game and getting their comments would be a good start.

  3. Mark

    I thought this was worth commenting on purely because of the picture – haven’t even read the article yet but the picture automatically gives it 10/10!

  4. I agree with the original article up until the comment about PS3 sales being driven by improved marketing rather than the price cut. Please — the only thing people complained about regarding the PS3 was the price. It was simply too expensive to begin with.

    Also, other surveys (sorry, not sure which) have shown that word of mouth is the most important factor in influencing what games people buy. Where do you place this in relation to marketing spend?

  5. @Christian
    Of course word of mouth is key. But you have to propagate it. It has to start somewhere, it doesn’t just happen.
    You need people to be talking about you and the only way to do that is to be worth talking about. Which means creating exciting stories and getting them out there.

    These days videos are massively important.

  6. Developper diary is a very good idea BC. Will get working on that, tnx.

  7. Tight Jeans

    I can’t help but be slightly amazed Bruce, that as someone with a significant profile and background in ‘Marketing’ that you continue to confuse ‘Marketing’ and ‘Promotion’.

    Promotion is a small part of Marketing.

    Where you are spot on, is your assertion that companies invest far too much energy in promotion and often poor, un-innovative out and out ‘advertising’.

    Sorry if I’m being unfairly pedantic, but I’m sure you will understand my frustration. You can be brilliant at the wrong product, but it’s still the wrong product.

  8. Scottie_UK

    Yeah what smart person would buy a Lexus? 😀

  9. Sean Bean's Gravy Boat

    I’d be interested to know what the marketing and promotional spend was on American Idol / Pop Idol, and to be able to directly compare that to the sales that it got.

    If there was one game that could prove your point, then maybe it would be that one? It was total arse, wasn’t it?

  10. I built a defence against American / Pop Idol in the article when I said: “(Unless it is a total dog)”
    At the time I was almost in shock that they had invested in such rubbish and that they expected me to help them sell it.

  11. Sean Bean's Gravy Boat

    Of course they expected to help you sell the game – that WAS your job wasn’t it?

    I didn’t think that people that worked in marketing & promotions got to pick and choose what products they actually promoted based on what they thought was good and what wasn’t. The way you have worded that response comes across as though you just couldn’t be bothered to promote the product because you thought it was rubbish.

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