[casual_games] promotion

[Miguel Oliveira]

In brick and mortar retail world so called Market development funds
(MDF) are a common tool to get your titles placed prominently. It works
for both, 
the retailer and the publisher, because the concept is very straight
forward:
- better placement results in more exposure
- more exposure results in more opportunities for sales
- more opportunities means more transactions (as most of the decision to
purchase relies on what the consumer expects based on what the box
promises)

The big challenge in bringing this concept to the online world will be
the disconnect between exposure and sales. Reason being that sales
depend more on product quality than simply exposure. I.e. just because
more people get to see a crappy game, doesn't mean more will buy it (at
least not in a linear relationship).

Therefore, placement fees may work for good games, as they increase the
number of eyeballs they are exposed to. On the other hand, good games
are being promoted by top portals anyways, because those are the games
that bring in the cash. In case of bad games, it will end up being a
money pit.

For now, it seems like placement fees would only add more complexity
(hence costs) without increasing the bottom line for neither portal nor
publisher.

Happy New Year!
 
Miguel Oliveira
Director of Digital Distribution
 

Encore, Inc.
p 310.719.2846
c 310.435.2637
f  310.768.1822
moliveira at encoreusa.com  
 
Stay connected:
Skype: contactmoliveira  |   YIM: contactmoliveira
MSN: contactmiguel at hotmail.com   |    AOL: contactmoliveira
 
 

-----Original Message-----
From: casual_games-bounces at igda.org
[mailto:casual_games-bounces at igda.org] On Behalf Of Dave Selle
Sent: Tuesday, January 02, 2007 2:09 PM
To: IGDA Casual Games SIG Mailing List
Subject: Re: [casual_games] promotion



The comment on allocating revenue share points in exchange for
promotional opportunities is an interesting line of thought, and one
that we have discussed. 

Just out of curiosity would any of the developers out there like to
comment if this general approach is an appealing one?

--Dave

-----Original Message-----
From: casual_games-bounces at igda.org
[mailto:casual_games-bounces at igda.org] On Behalf Of Andreas Krogh
Sent: Wednesday, December 27, 2006 4:41 AM
To: casual_games at igda.org
Subject: [casual_games] promotion

Hi all 
 
I was wondering if casual games are promoted at all? Here i'm thinking
of casual games made by third party developers and sold via a portal.
Does a contract between the developer and the portal state that the
portal must provide some promotion or do they just put the news of the
release of the game in their newsletter and in the "top 10 newest games"
on their website, and leave it to fate? 
 
Any examples of contracts made where the developer presumely would get a
lower royalty precentage in exchange for the portal investing money in
the game by promoting it?
 
Regards
Andreas, Casual Kings
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