[casual_games] promotion

[Dave Selle]

The first example carries an assumption that a portal can create as many
"marketing" slots as the developers demand at a constant price.
Promotional space is more finite than this, and in any case it is
doubtful the marketplace would support such an approach for very long. 

The ad-words analogy is apt: this is exactly the kind of approach that
would be required for long term viability. The market should determine
"prices" based on supply and demand--this is good for everyone. It also
has the twin virtues of being both a proven and familiar approach.   

So to elaborate on my original query: would there be interest from
developers in an auction based approach to marketing placements that
allowed developers to bid rev share percentages per title for a defined
period of time against specific promotional and marketing opportunities?



-----Original Message-----
From: casual_games-bounces at igda.org
[mailto:casual_games-bounces at igda.org] On Behalf Of Tom Hubina
Sent: Tuesday, January 02, 2007 3:36 PM
To: 'IGDA Casual Games SIG Mailing List'
Subject: Re: [casual_games] promotion

What happens when "everyone" decides to take the reduced revenue for
more
exposure? Seems like the more people who go that route the less
effective it
becomes. Which means the portal then starts offering multiple tiers of
royalty cuts .. each larger than before .. for incrementally better
placement. That doesn't sound too healthy for anyone other than the
portal.
Particularly given that tracking the results of reduced revenue share vs
regular share is quite challenging if you can't change it over the life
cycle of the product.

I'd rather pay a fixed rate to the portal for ad placement over a
limited
period of time instead of an across the board percentage change.

It would be interesting to see this working like Ad-words where
developers/publishers bid for the promotion slots available within
different
areas of the site. Automating the process makes it much more sustainable
for
the smaller guys who probably don't want to have a separate sales
staff/marketing staff to fight for ad placement within all of the
various
portals ;)

Anything where I can control the amount of exposure, and how much I'm
paying
for that exposure during a specific time period would be very valuable
to
me.

Note - by exposure I'm meaning promotion on the site in the form of ad
banners, featured game slots, etc. I don't think stuff like the Top 10
list
should fall into that category since that should be performance driven.

Of course I also consider the exposure given to titles by being on a
major
portal to be a large reason for them to be taking their currently large
cuts. I'd very much like to see them reduce their rates to 20%, and
replace
those revenues with the above idea of paying for placement / promotion
inside the channel. This means the cost of promotion is higher, but if
there's no promotion then you at least get a good cut of whatever sales
you
create.

Tom Hubina
Mofactor


> -----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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