1. MARKETING PROPOSAL
For North America
Presented By:
Jon Jansen Campos
March 21, 2012

2. WHAT IS HEROES’ EDGE?
Heroes’ Edge is a browser based MMORPG. Players can play both genders and can choose from 4
different job classes: Knight, Viking, Archer, and Ninja. Characters are fully customizable from hair style to
battle stance. Quests are ―campaign based‖ and new mission packs can be unlocked after fulfilling
different tasks and side quests, downloaded from the website for a fee (points or cash), and can be sent
to other players as ―gifts‖.
Heroes’ Edge focuses heavily on cooperative gameplay. Missions can be played individually or via a
party of up to six (6) members. Missions done cooperatively have higher unique item drop rates as well
as having multipliers for experience gained.
Heroes’ Edge has a ―recruitment system‖ in which players get
attack, defense, and drop rate multipliers based on the
numbers of friends they ask to join their guild. The more
friends they invite to play the game the more stronger their
character will be.

3. MARKET SUMMARY
In the past, the MMO market in North America has been dominated by Big IP, subscription-based games.
This has changed in recent years, as the landscape has leveled out with World of Warcraft as the biggest
and best. The Free-to-Play market is rising in appeal, thanks in large part to social network games, such
as those from Zynga. Players have a general mixed reaction to Free to Play games, simply because
many of them are not high quality, are poorly localized, etc. Korean online games which adapt for the
market can succeed.
The current Free to Play movement is catching on, with
many Western publishers doing experimental products:
Battlefield Heroes, Quake Live; with more casual titles mixed
in. This is mainly due to the success of MapleStory, Nexon’s
2D MMO. Many publishers sort of miss the point of
MapleStory, which uses both game balance and cash shop
tiers to create a large base of paying users.
MapleStory and Zynga opened the eyes of consumers to
playing games for free but hardcore gamers are always
looking for new, fun gaming experiences. A high-quality
experience that can stand on its own gameplay merits, while
maintaining game balance as well as adding new localized
content, with regular achievements. This is where Heroes’
Edge fits the mold: By being the unique, high-quality
experience that the market desires, but has not whole-
heartedly embraced.

4. MARKET SUMMARY – cont.
According to Social Network Gaming, based on a study done by The NPD Group last 2010, 20% of the
U.S. population ages 6 and older reports having played a game on a social network during their study
period of three months. This equates to 56.8 million U.S. consumers, which is a significant number for a
relatively new gaming activity.
According to the report, 35% of social network gamers are new to gaming, never having participated in
any other type of gaming before they started playing games on social networks. Females and older age
groups are more likely to be new gamers than other groups measured in the study.
Interestingly, despite the perception that social network gamers are primarily females, the study finds that
social network gamers are fairly evenly divided between genders, at 47% male, and 53% female.
While you can play these games for free, it is worth noting that 10% of social network gamers have spent
real money playing these games and 11% indicate that they are likely to make a future purchase.

5. NORTH AMERICA MARKET TAKEAWAYS
Fantasy MMORPGs are proven, successful products in the North
American market. Hardcore fantasy MMORPG is not the only
successful genre, but it is the dominate genre.
The computer specs required for current competitors are at a
similar level. The computer spec requirement can not be an issue.
Analysis of North American market for target marketing is essential.
Initial marketing should focus primarily on the core MMO and video
game sites and secondarily on magazines in the main media group.
Long term marketing, rather than short-term, is necessary through
various media outlets.
Localized content will be a key factor in keeping players engaged
and active.

6. SWOT ANALYSIS
STRENGTHS: WEAKNESSES:
• Free to Play • Proliferation of fantasy based MMORPG in the
• Cute and colorful ―super-deformed‖ characters market.
reminiscent of old-school RPG’s • Some hardcore gamers do not like ―childish‖ game
• Customizable characters designs.
(hairstyle, costume, accessories, stances, etc.) • Limited job classes (Knight, Viking, Ninja, Archer).
• Browser based. Could be played in any • World not ―free roaming‖. Campaign based
platform that can run a web browser (PC, gameplay.
mobile phones, etc.)
• No installations required.
OPPORTUNITIES: THREATS:
• Rising popularity of Free to Play Games • A lot of A-list MMORPGs are turning Free to Play
• Increase in the number of smartphone users (EverQuest, DC Universe Online, Lord of the Rings
(according to Pew Research Center 46% of American Online, Lineage II, Aion).
adults are smartphone owners) • Emergence of Video Game on Demand services that
• Opportunities to acquire users from similar delivers high tier games to your device thru a small
games, other audiences. browser via broadband connection (OnLive)

7. COMPETITION/ POSITIONING
Role Playing
Games
Crystal Saga
RuneScape Drakensang
Marvel Super Hero
Squad Online
Cartoon Realistic
Images Images
The Sims Social
Penguin Club
Casual Tiger Woods
Games Online
DDTank

8. STRATEGY OVERVIEW
Our main targets are below. These audiences all share something in common: interest in cooperative
gaming, socializing, and having fun with your friends.
HARDCORE PLAYERS
BROWSER GAME PLAYERS
• Well organized and are
members of guilds and • Loves Free to Play games.
forums. CASUAL GAME PLAYERS
• Some are new into gaming
• Loves games. while some are looking for • Loves Free to Play games.
an alternative game to play.
• Plays 40+ hrs/week • Can easily be influenced to
• Likes games that capture play a game based on
• Easily spend money. their interests. popularity.
• Likes MMORPGs • Members of at least one • Likes games that are easy to
social networking site. play. The more simple the
game the better.
• Members of at least one
social networking site.

9. ADVERTISEMENT SLOGAN: “ALERT THE ARMORY”
The overall strategy for Heroes’ Edge should focus on the socializing, recruiting, and cooperation features
of the game. The goal would be to present the game as an easy to pickup MMORPG that you can play
with your friends anytime just like the pen and paper RPGs of before.
The overall advertisement theme should portray the game as ―a world that you can bring your friends in to
join you in your quests and have some fun‖. Advertisements should always show a group of warriors in a
party doing dungeon runs as well as the rewards they can get when playing as a group.
Media-wise, I recommend using rich-media ads, and to
a lesser extent, flash banners, to showcase the lush
and colorful gaming environment which is quite different
from the cookie cutter turbulent and aggressive game
styles of current MMORPGs that are in the market
today. The static banners should use artwork to convey
the cartoony fantasy elements that can help catch the
interest of the players. Also, advertisements should
promote player recruitment by showing
missions, items, and boss fights that can only be
achieved via cooperative play.
Ads spending should focus mainly on MMO/Hardcore
Gamer sites, then Flash Games sites, as well as large
consumer sites focused on blustery themes (sites that
support skin advertisement, banners, etc.).

10. PHASES
“Discover Heroes’ Edge” – CBT Phase
• This campaign would focus on the introduction of Heroes’ Edge, the unique systems, the art
styles, etc.
• ―Sign up now and invite your friends‖
• Events: Recruitment Incentives, Free Missions and Item Giveaway
“Call to Arms” – OBT Phase
• This campaign will focus on unlocking and purchasing new missions and campaigns that the players
can use to recruit more of their friends by inviting them to play the game. This is also the time that we
introduce new features of the game (costume, accessories, stances, etc.) to encourage players to
further invest in their character — Power, Influence, Economics and Customization are king.
• ―War is coming‖
• Events: Bug reporting contests
“Alert the Armory” – Commercial Service
• This campaign will focus on the upcoming contents (new enemies, new campaigns, new bosses) as
well as game features (PVP, pet system, house system, guild barracks, item creation)
• ―Prepare for the unexpected‖
• Events: Mission Time Attack Battles, Boss Attack Battles, PVP Championships

11. SOCIAL MEDIA OUTLETS
1. CREATION OF HEROES’ EDGE FACEBOOK FAN PAGE
Function:
• To draw and direct players using Facebook to our teaser
site, main site, forums, and Wikia.
• Serves as a pseudo teaser site by showing in game
screenshots, teaser videos, and game information which would
help draw players to check out the game.
• For game announcements and forum events.
Advantages:
• Social medias are very user friendly. For example in Facebook, a custom Fan page can be
easily designed and created. Users can easily access fan pages without any much difficulties to
obtain the appropriate information.
• Social medias generate massive amounts of traffics. There is no other low-cost promotional
method out that will easily gives you large number of visitors, some of whom will surely visit and
come back to your website.

12. SOCIAL MEDIA OUTLETS – cont.
1. CREATION OF HEROES’ EDGE FACEBOOK FAN PAGE
Advantages - cont.:
• Visitors can be allowed to comment on the wall of your fan page. This in turn enhances more and more
people to visit out of curiosity, increasing the number of visits. Some again will surely visit your website.
• Social medias show ratings and reviews by other users. By allowing users and visitors to rate and
review your services or products through your fan page, this enhances social trust. This means people
are able to trust your services and products.
• People tend to look to others when deciding what to do, especially when they are not sure about their
decision. When ratings and reviews are clearly displayed, they help to trigger people's attention.
• It is natural. Not only do you get natural links without any discernible pattern, your website is exposed
to large groups of people in a spontaneous fashion. This differs from paid advertising which has overt
commercial overtones.
• Social media optimization and marketing is usually community-specific. It doesn't interfere with any
other methods of getting traffic to your website. It can and will fit perfectly with an advertising
campaign targeting other websites or search engines.
• Major social networks integrate with one another, blogs, widgets and other social sites. This is a major
advantage not to miss.

13. SOCIAL MEDIA OUTLETS – cont.
2. CREATION OF HEROES’ EDGE TWITTER PAGE
Function:
• For game announcements and forum events for players who
subscribed to our Twitter Page.
• Posts made in Facebook would also be announced via Twitter
after integration.
Advantages:
• Information regarding in game announcements, game maintenance, cash shop updates, and other
game news would easier be disseminated to players via text messages.
• Once you’ve connected with your target network, you can announce a new service or promote a
giveaway. Your followers don’t need to invest a lot of time into following you, all they need to do is
read your 140 character update. Your message can go viral very quickly as your followers share your
updates with their followers in the form of a "re-tweet".

14. SOCIAL MEDIA OUTLETS – cont.
2. CREATION OF HEROES’ EDGE TWITTER PAGE
Advantages - cont.:
• Following your competitors on Twitter is probably the fastest and easiest way to find out what’s going
on in your market – and the news comes directly from the Tweeter’s mouth. Your competitors are
using Twitter to promote their product, so you have first-hand knowledge of new features and
promotions. Go to http://search.twitter.com to find Tweeters in your market, and follow them. In
addition to reading their Tweets, visit their Twitter homepage to glean as much information as possible
about what they are offering.

15. SOCIAL MEDIA OUTLETS – cont.
3. CREATION OF HEROES’ EDGE YOUTUBE CHANNEL
Function:
• Repository for different Heroes’ Edge related videos
• For easier access to contents (specially videos) to be used for viral
marketing.
Advantages:
• It’s Free - Besides your investment of time, making and uploading videos is completely free to
do. Is the Yellow Pages free? No! Is a billboard free? No! But YouTube is.
• Content is Powerful - In the online world, content is king and that would make video content the
king of kings. People would much rather watch something than read something – especially
online.
• Potentially Viral – If your video is creative or funny or informational enough, it has the potential
to go viral. That means that potentially thousands of other people will be sharing your video with
their people. That’s exposure to your business from an infinite amount of people.
• Global and Local Audience – Based on the key words you use, your video has the potential to
be seen around the world. This means you could have new clients or customers overseas!
Have a local business? Not to worry. You can target local searches as well and become the go-
to person in your region.

16. SOCIAL MEDIA OUTLETS – cont.
3. CREATION OF HEROES’ EDGE YOUTUBE CHANNEL
Advantages – cont.:
• Demonstrate Your Expertise – By giving away great tips, you will literally show your viewers that you
know what you’re talking about. For many potential clients or customers, it often comes down to
choosing between two businesses. Your business is going to stand out if you have a video showing
them why you’re good.
• Selling for You 24/7 – Making a video is like creating a virtual sales person. You make the video
once, load it up, and then let your video sales person go to work for you around the clock. Every new
video you make is another full time sales person. There’s no limit to what you could do!
• Give Them a Face – Having a video gives the potential client a face. It shows them you’re really a
nice person that knows what you’re talking about and how you can help them. Camera shy? No
problem! You can make a PowerPoint video and still show your stuff. Just be sure to give your
viewers a headshot in your intro.
• Video is SEO Friendly – This is a big one. When someone searches for something online, very often
a video will come up in one of the top spots in the organic search spots. If this is your video, this is
huge because it stands out above the other links. It then carries with it all of the above listed benefits.

17. SOCIAL MEDIA OUTLETS – cont.
4. CREATION OF HEROES’ EDGE WIKIA
Function:
• Official source of Heroes’ Edge information, articles, and guides
that players can easily access.
• Can easily be updated as new contents come in. Articles can be
used for viral marketing.
Advantages:
• Ability to include your targeted keywords as anchor text. The use of the exact keyword together with
the context in which it is used makes it more likely for people to link to it. Also, people link to wiki
entries using a number of keywords strongly related to the topic.
• Get a high number of deep links. Increase Page Rank of pages across the site through them.
• Getting a high number of inbound links from different source
• It allows you to use headings and titles, giving a boost to your on site optimization.
• Wikis are seen as high quality sites by search engines. Therefore, the links you get from them will
automatically have a faster and more effective impact on your rankings.

18. SOCIAL MEDIA OUTLETS – cont.
4. CREATION OF HEROES’ EDGE WIKIA
Advantages – cont.:
• Link Traffic – Increased traffic to your site because of the interlinking to useful and relevant content for
the topic.
• Furthermore, contributing to wikis also has an impact on your online reputation. Some of the benefits
brought by being an active contributor or creator of a wiki are:
 Proving your expertise in your industry area. Posting your contribution on topics related to the
industry where your business is operating gives a good image to your online reputation.
 The name of your brand is promoted through creating your own wiki.
 It builds trust towards your brand by visitors. You show both your interest and your knowledge
and experience in a particular topic.

19. SOCIAL MEDIA OUTLETS – cont.
4. CREATION OF HEROES’ EDGE WIKIA
Function:
• Official forum for Heroes’ Edge.
• For event announcements, information dissemination,
for feedbacks and player interaction.
Advantages:
• Players can answer one another's questions, thus reducing your support costs.
• If a forum moderator or a customer answers someone's question — especially with a detailed
response — this information can be referenced in the future, so you don't have to recreate it every
time someone sends you the same question.
• As players discuss your offerings, they are generating, for free, fresh content that is rich in keywords
and is attractive to search engines.
• By having an online community, players are encouraged to visit your website more often, and then
they tell others about it.
• Players will typically and freely share ideas on how you could improve your offerings, market them
better, and reach new prospects.
• Forums is a good haven for guild recruitment.

20. ONLINE MEDIA OUTLETS
Why use them?
Gaming websites and gaming forums
draw a lot of gamers due to their news
articles and discussions. Since they
are our target market it will be
favorable for us to advertise in key
locations inside gaming sites. Once
these gamers click on our ads they will
immediately be redirected to our
website. After grabbing their attention
there would be a chance for them to
try our game or spread the news about
our product. These sites are our main
areas of concern when it comes to our
marketing since the majority of their
traffic comes from North America and
Europe players.

21. ONLINE MEDIA OUTLETS – cont.
MMORPG.COM (US)
Site:
http://www.mmorpg.com/
Contact Person:
Craig McGregor, President / CEO (admin@mmorpg.com)

22. ONLINE MEDIA OUTLETS – cont.
MMORPG.COM (US)
ADDITIONAL ACTIONS FOR MMORPG.COM BESIDES BANNER ADVERTISEMENT:
Below are the list of things that we can request the editors to add to their site to help with our game
promotion.
1. Our own game section and have our game listed in their Browser Games list.

23. ONLINE MEDIA OUTLETS – cont.
MMORPG.COM (US)
ADDITIONAL ACTIONS FOR MMORPG.COM BESIDES BANNER ADVERTISEMENT:
2. We can ask the moderators to give us space in their developers blog section. By creating a blog in the
site we can post updates and events regarding our game. Also, new posts on our blog gets our game
featured in the front page which will increase our visibility to other players.

24. ONLINE MEDIA OUTLETS – cont.
MMOSITE.COM (US)
Site:
http://www.mmosite.com
Contact Person:
Tracy Zang, PR Manager (mmositegame91@yahoo.com)

25. ONLINE MEDIA OUTLETS – cont.
ONRPG.COM (US)
Site:
http://www.onrpg.com
Contact Person:
David Pass, Senior Director of Sales and Business Development, CPMStar/GSN
(david@cpmstar.com)

26. ONLINE MEDIA OUTLETS – cont.
EUROGAMER (UK)
Site:
http://www.eurogamer.net/
Contact Person:
Dean Smith, Consumer Sales (dean@eurogamer.net)

27. PRINT MEDIA OUTLETS
Why use them?
Even if everything is online nowadays there are
still a lot of players subscribed to gaming
magazines. By advertising using gaming
magazines we can easily distribute tangible
materials (game guides, DVDs, other freebies)
thru them on top of having our game featured and
reviewed.

28. PRINT MEDIA OUTLETS – cont.
BECKETT MASSIVE ONLINE GAMER
(US)
Site:
http://www.massiveonlinegamer.com/
Contact Persons:
Todd Westover, Director of Sales and Marketing
(twestover@beckett.com)
Doug Kale, Editorial Director (dkale@beckett.com)
Jason Winter, Associate Editor (jwinter@beckett.com)
Circulation:
220,000
Written for MMO (massive multi-players online) gamers and
features gaming news, tips, stories, contests and fan art.
Includes coverage of World of Warcraft, Warhammer
Online, EverQuest I & II, EVE Online, Champions Online, Lord
of the Rings Online, City of Heroes, Aion, Wizard101, Star
Wars Galaxies, Lineage II and many more pay and Free-to-
Play MMO games.

29. PRINT MEDIA OUTLETS – cont.
PC GAMER (US AND UK)
Site:
http://www.pcgamer.com/
Contact Persons:
Logan Decker, Editor In Chief (logan@pcgamer.com)
Ashley Kardel, Account Executive
(akardel@futureus.com)
Circulation:
149,000
Established in 1994 and written for computer game
enthusiasts. Editorial focuses on the latest games and
accessories designed for PCs and compatible formats.
Provides inside tips, cheats and strategies to winning current
game titles, previews upcoming releases, reviews new
products and games and covers computer game-related news
and personalities.

30. EVENTS AND TRADESHOWS
Why use them?
Tradeshows are a crux for both marketing and
PR, as they host press, buyers, and consumers. An
extensive strategy is recommended for
maximizing exposure. The easiest way to meet
with consumers, press and partners is by having
an actual exhibition booth on the show floor.

31. EVENTS AND TRADESHOWS – cont.
GAME DEVELOPERS CONFERENCE (GDC)
Site: http://www.gdconf.com/
Where: San Francisco, California
When: March 25-29, 2013
One of the largest interactive entertainment conferences in North America and it’s a great place to meet
with press, who flock to the show from around the country. We must leverage on the abundance of
media that will be at GDC by holding one-on-one meetings at a hotel room/suite near the conference to
showcase Heroes’ Edge in CBT/pre-launch, giving the press beta keys for previews. Press booking can
be done thru PR Marketing agencies.

32. EVENTS AND TRADESHOWS – cont.
WONDERCON 2013
Site: http://www.comic-con.org/wc/
Where: San Francisco, California
When: 1st Quarter 2013
As this is a consumer-facing show and booth space sells out quickly, we can coordinate marketing
efforts through street teams. Street teams consists of attractive ―models‖ in costumes that resonate with
the Heroes’ Edge story/theme, handing out collectibles, beta keys, etc.

33. EVENTS AND TRADESHOWS – cont.
PAX EAST 2012
Site: http://east.paxsite.com/
Where: Boston, Massachusetts
When: April 6-8, 2012
PAX East is a consumer event by the creators of Penny
Arcade, and draws more than 50,000 desktop, console
and online gaming fans. Some ideas for this event include:
Sponsoring and hosting a cosplay contest in partnership
with a site such as MMORPG.com or
Cosplay.com, promoting the event across Facebook and
Twitter.
A street team of hot cosplayers dressed as Heroes’ Edge
characters to actively recruit players, handing out thumb
drives (or other freebies) with the artwork from the game.

34. CBT KEY PROMOTIONS
Increase visibility for Heroes’ Edge by coordinating with select top enthusiast
websites to host closed beta key giveaways. To do this, we outreach to a select
few sites offering them semi-exclusive access to beta codes. This creates the
illusion of limited supply and often gets gamers to flock in droves to the site –
additionally, it’s something very easy for us to publicize using social media, and
the beneficial outreach on behalf of the partnered websites help forge good
working relationships for additional or future press coverage.
What we need to prepare:
• A list of codes, at least 10,000, to give
away
• A website that can serve as a landing
page, so players can redeem their
beta key codes
• Banner ads that the enthusiast sites
can use to link to the giveaway
• New, interesting screenshot or two, to
help drive traffic

35. CBT KEY PROMOTIONS – cont.
To give added value to a closed beta key giveaway, we can also run a ―referral‖
style contest where users compete to get the most people to sign up.
Here’s how it works:
• We prepare 3,000 beta codes.
• Each beta code comes with a unique referral URL. Gamers can take this URL
and then post it to their Facebook page, their twitter, forums, etc.
• The URL allows other people to sign up for closed beta without a code, and
then they get their own referral URL; it becomes a contest to see which user
can get the most people to sign up for closed beta.
• At the end of the contest, the winner receives a rare in-game item, or a tag, or
a glowing aura, or some form of in-game reward for being the best at referring
users to the game.
• The contest encourages players to promote the game to their friends and in
their networks, stimulating new user acquisitions. In return, the user gets
recognized in-game for being a Heroes’ Edge brand champion.

36. COMMUNITY OUTREACH
To build Heroes’ Edge community and promote organic growth, we could feature
community enthusiasm assets for our game. The is meant to increase awareness of
Heroes’ Edge in-general within the enthusiast community (MMO Forums), as well as
potential beginner players, by offering harmless integration with everyday activities
(chatting with friends, etc.).
The first installment would focus mainly on
banners, which will drive secondary click-
through to our site. We would also have more
customizable media, such as a signature
maker, a screensaver, and MSN/AIM chat
avatars.

37. COMMUNITY OUTREACH – cont.
CLICKABLE BANNERS FORUM SIGNATURE GENERATOR
MSN/AIM ICONS
WALLPAPERS AND SCREENSAVERS

38. TEASER SITE
WHY IS THERE A NEED FOR A TEASER SITE?
Raising awareness of your game long before its release makes sense: people are more likely to interact
with your campaign if they’re somewhat familiar with it, so letting them hear about it as soon (and as
much) as possible helps. Ideally, you would create a climate of anticipation, and make people look
forward to the release date. People love to know in advance about the next big thing, and you can use it
to your advantage.
ELEMENTS OF A GOOD TEASER SITE:
1. Create a Strong Identity – The teaser site must be memorable. One way to achieve this is with a
strong brand. By ―brand,‖ means all of the visual attributes that people associate with your game:
logo, colors, style, etc.
- Heroes’ Edge logo visible in the teaser site
- Bright, colorful, and cartoony fantasy background
- Fantasy based fonts (not futuristic or modern)
2. Use a gimmick - One popular technique that you could use to achieve a ―gimmick‖ is
animations, today usually created with CSS transitions and CSS animations. Animations could quickly
get overwhelming and frustrating on ―real‖ websites, but they’re appropriate in small doses in teasers.
- Expressions when clicking a character in the teaser site
- Animations in the menu when doing mouse overs.

39. TEASER SITE – cont.
ELEMENTS OF A GOOD TEASER SITE:
3. Leverage the power of social circles – Add options for site visitors to ―share‖ the site in Facebook
or Tweeter. Let them spread the word for us.
- Facebook ―Like‖ and ―Share‖ buttons
- Twitter ―Tweet this page‖ button
4. Give something back - Probably the most effective way to make people share your teaser is to not
just to get beta keys or early information about the game, but by also giving them something in return.
- Download links for screensavers, wallpapers, MSN/AIM avatars, etc.
- CBT Keys for ―Sharing‖ and ―Tweeting‖ the site links
- Gold and/or items for recruiting or referring friends to sign up
5. Make people want it - No matter how clever the viral trick, it won’t matter if people don’t actually want
to play your game. This is why the vast majority of teasers fail: they simply don’t make you want to sign
up. The easy solution is to just come out and say what your game does. Show screenshots, post a short
video… give them the things they can expect from the game.
- Teaser videos
- In-game screenshots
6. Collecting Data – Use this opportunity to monitor and collect information regarding your visitors.
What site redirected them to the teaser site, their country of origin, etc.
- Bit.ly links
- Google Analytics

40. TEASER SITE – cont.

41. PR MARKETING AGENCIES
When time is of the essence, when we are not physically available for press
releases and interviews, and if we do not have enough resources to create
articles that will be disseminated to different media outlets we can tap into
different PR marketing agencies to get the job done… for a fee.
Why Use Them?
• Wide range of media outlets (print and
online).
• Have the tools in doing promotions for
game launches, floor shows, and press
releases.
• Experienced in joining events and
tradeshows.

42. PR MARKETING AGENCIES – cont.
1. WONACOTT COMMUNICATIONS
Link: http://www.wonacottpr.com/
Contact Details:
Jason Wonacott, Founder and CEO (jwonacott@wonacottpr.com)
Tel. 310.477.2871 Ext. 668
Description:
Wonacott Communications, LLC is a full-service public relations and integrated communications
practice. Headquartered in Los Angeles, they provide clients locally and from around the globe with
enthusiastic service and measureable results.
Steps in Article Creation:
1. Publisher to provide Wonacott with top-level information for each release
2. Wonacott would draft the release, and have the publisher review/approve
3. Wonacott would distribute to our press contacts in North America and encourage them to post
the news
4. Wonacott would report back to the publisher on the results of each release
Prices:
$1,000 – $1,500 per announcement (estimated about 7 hours for a simple release and 11 hours for a
more complex, larger release)

43. PR MARKETING AGENCIES – cont.
1. WONACOTT COMMUNICATIONS
Media Outlets:
1. Core:
a. MMO-specific Enthusiast: Beckett Massive Online
Gamer, TenTonHammer, GamersHell, MPOGD, GameOgre, OnRPG, Curse.com, Massively, WarCry
Network, MMO Site
b. PC Game Enthusiast: PC Gamer, Game Informer, GameSpy, GameSpot, IGN, Games
Radar, 1UP.com, Gametrailers.com, Worthplaying.com, Yahoo! Games, The Escapist Magazine
2. Extended:
a. Video Game Industry Trades/Blogs: Edge Online, IndustryGamers, Gamasutra, Joystiq, Kotaku, Wired.com
b. Dailies, Wires and Weeklies: New York Times, USA Today, Los Angeles Times, Orange County
Register, San Jose Mercury News, Associated Press, Reuters, Newsweek, Time
c. Technology Enthusiast: Wired, PC Magazine, Maximum PC
―Core‖ media are sites and magazines that are more likely to cover the news – and are hitting online games
enthusiasts. ―Extended‖ media are sites and other editors who might be interested in such news, so we send them the
release as an FYI; however we don’t expect them to cover the announcements as they often write more trend and
business stories. Wonacott’s media database has literally thousands of editorial contacts, and for MMO games
specifically, they have more than 100.
Another thing that will influence coverage is assets (movies, screen shots, concept art, etc.). If they can get assets for
each release, it increases the media’s interested in the news, and thus they are more likely to write about it.

44. PR MARKETING AGENCIES – cont.
2. CLEVER COMMUNICATIONS
Link: http://clevercomm.com/
Contact Details:
Mika Kelly, Principal & Founder (mika@clevercomm.com)
(949) 715-1228
Description:
Clever Communications offers companies a fresh new approach to the typical ―PR agency‖ because
they approach it with an internal view. Principal and founder, Mika Kelly spent more than 8 years
leading PR efforts internally at interactive entertainment companies including Namco, Atari and BAM!
Entertainment while working with numerous PR agencies and identifying their strengths and
weaknesses to create the most effective agency in the industry.
Prices:
$100 per hour for small projects like a single press release or single closed beta campaign. A press
release ranges between 3-5 hours and a bigger project with a lot of media pitching and coordination
and communication can range 4 to 8 hours.

45. PR MARKETING AGENCIES – cont.
2. CLEVER COMMUNICATIONS
Media Outlets:
2404.org Gamers Temple MassiveOnlineGamer ScrawlFX
Action Trip GamersDailyNews Metacafe Shacknews
Atomicgamer Gamershell MMOABC Shogungamer
Beckett's Gamershub MMOcraze Sidequesting
Big Download.com GamersLifeline MMOcrunch Spawnpoint
CasualGamesAssociation Games4Girls MMOfront TalkingAboutgames
CGeNetwork GamesEvolve MMOhub.org Ten Ton Hammer
Cinemablend GamesOnSmash MMOhut The Escapist
ConsoleLink Gamespot MMOMFG The Married gamers
EDGE Online Gamespy MMORPG.com TheCrossAndtheController
Electric Playground Gametrailers MMOSanctuary TKNation
Examiner.com Gamezone MMOSITE Unwinnable
Freetoplay.org Gaygamer MPOGD.com Vagary.TV
G4 GRRLgamer ONRPG VE3d.ign.com
Game Chronicles Honestgamers PC gamer magazine VirginWorlds.com
Game Critics IGN PC GamersWorld WithSpecialGuest
GameFanatics INCgamers.com PixelatedGeek Worldsinmotion.biz
Gameogre Just-Rpg.com PLAY magazine Worthplaying
Gameogre MarkeeDragon PressPauseRadio Xfire
Gameolosophy Massively.com RPGamer.com

46. PAYMENT OPTIONS
An F2P game won’t survive without good, reliable, and accessible payment
options.
- Credit Card - Game Cards
• VISA • cashU
• Mastercard • Cherry Credits
• GoCash
- Payment Service Providers • One Game Card
• Authorize.net • Ultimate Game Card
• ClickandBuy
• Moneybookers (Skrill)
• PayPal
• Paysafecard

47. LAUNCH PLAN
6 MONTHS BEFORE COMMERCIAL LAUNCH
- Creation of Media Kit based on materials given by the game developers
(storyline, character profiles, system requirements, game
features, screenshots, teaser videos, in-game videos, etc.)
- Creation of team that would be handling the game launch (6 to 7 members)
- Event planning and scheduling.
- Creation of teaser site and downloadable materials.
- Checking out due dates for both print and online advertisements.
- Checking out due dates for events and tradeshows.
- Uploading the game in the test server.
- Start of bug testing (registration, character creation, gameplay).
- Engaging with different payment gateways and
contract signing.

48. LAUNCH PLAN – cont.
5 MONTHS BEFORE BEFORE COMMERCIAL LAUNCH
- Creation of Facebook Fanpage, Twitter page, Wikia, and YouTube channel.
- Dissemination of media kit to different media outlets via email (engaging with
editors and moderators). Creation of game subsections in target websites.
- Launch of teaser site. Beta Code Dissemination.
- Creation and Launch of official forums.
- Item Mall pricing discussions.
- Advertisement slots reservation and payment.
- Preparation of advertisements (for print: full page advertisements, for online:
clickable banners)
- Preparation of game articles (development updates, launch updates, game
guides, etc.) – to be distributed in different media outlets
- Continuation of bug testing (game interface, game
features, maps, mobs, events).
- Alpha test Phase (running and testing game via commercial server).
- Creation of main website. Integration of payment options.

49. LAUNCH PLAN – cont.
4 MONTHS BEFORE BEFORE COMMERCIAL LAUNCH
- CBT Phase.
- Dissemination of game articles to different media outlets via email.
- Launch of main site.
- Continuation of bug testing (billing systems, ticketing systems)
- Submission of advertisement materials (both print and online)
- Feedback analysis from social media outlets.
2 MONTHS BEFORE BEFORE COMMERCIAL LAUNCH
- OBT Phase.
- Dissemination of game articles to different media outlets via email.
- Feedback analysis from social media outlets.
- Creation of online and offline events (mechanics, tools, prizes, etc.)
- Continuation of bug testing (GM commands, item creation/giveaway, etc.)
- Creation of 3 teams to cover game operation support for the game upon
launch (3 shifts, 24/7 support).

50. QUESTIONS?