[casual_games] promotion

[Tom Hubina]

I would not bid rev-share percentages. Rev shares should be larger with
revenues being offset elsewhere (promotion for example).

I would bid fixed amounts (cost per click type of thing) with limits.
Basically, it would work like ad-words. You put in how much you'll pay per
click, and what dollar limit you'll go up to.

Tom


> -----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 5:30 PM

> To: IGDA Casual Games SIG Mailing List

> Subject: Re: [casual_games] promotion

> 

> 

> 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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