If you are on any social media, you are de facto working in PR for your game. Don't be scared, level up and slay the PR monsters in a daring adventure!

1. Trevor Longino
Head of Marketing & PR, GOG.com
PR Quest: The Adventure to
Make your Game Famous!

2. Partner companies
100+
Unique visitors / month
1.7M+
Downloaded games
10M+
Countries with paying users
190+
GOG.com is the second-largest independent
digital game distributor on the market
GOG.com is the largest 100% DRM-free
distributor in the world

3. YOU are a Public Relations contact for your company

4. Beginning Your Adventure

5. You Need 3 Things:
Honesty Creativity Delight

6. The Shield of Honesty

8. The Shield of Honesty
●When a Launch Goes Wrong
●What Went Wrong:
●Communication between devs and partners
●Communication between devs and community
●What Went Right:
●Team Members commitment to GOG.com values
●Communication between GOG.com and community

10. The Shield of Honesty
●When You Don’t Prepare for Change
●What Went Wrong:
●Considering what the change meant to users
●Informing users & communicating honestly upfront
●What Went Right:
●Commitment to engage community more in discussion

11. Hey! Listen!
●Tell your fans when things go wrong--or right!
●Communicate Change Clearly

12. The Sword of Creativity

16. ●A Double-Edged Sword
●What Went Wrong:
●We didn’t know how gamers made use of GOG
●Once we were aware of strong reaction, didn’t adjust
●What Went Right:
●GOG.com got massive press coverage
●Learned a lot about our users & future marketing
The Sword of Creativity

19. ●Doubling Down on Success
●What Went Wrong:
●Too Much of a Good Thing
●Coordinating Message Across All Media
●What Went Right:
●Reputation Shift for Media
●Massive coverage & foot traffic
The Sword of Creativity

20. Hey! Listen!
●Not all creative ideas are great ones
●Be obsessed with being different

21. The Triforce of Delight

22. Building Delight into your DNA

23. The Delight of Free
●50% of free copies given away to new accounts
●33% of those new accounts come back to GOG & buy again
Note: You probably can’t give away your game--you’ll go broke.
•but what *can* you give away? Walkthroughs, Let’s Plays, demos, etc..

24. The Delight of Fair
●Charging flat prices worldwide gets around $1 = €1 / £1
●More than 10 million downloads coming from every
country in the world

25. The Delight of Love

26. Hey! Listen!
●Find the unexpected awesome thing and do it
●When you delight people, they trust you and will
want to buy the next game you make, too!

27. 5 Things You Can Do Now

28. Speak Differently +

29. Encourage Involvement +

30. Show Excitement! +

31. Be Visible

32. Show Humanity+ +

33. Hey! Listen!
●
Honesty: talk like humans to your fans
●
Creativity: find the better way
●
Delight: surprise and amazement builds brands
Questions?

34. Hey! Listen!
●
Honesty: talk like humans to your fans
●
Creativity: find the better way
●
Delight: surprise and amazement builds brands
Questions?

35. Hey! Listen!
●
Honesty: talk like humans to your fans
●
Creativity: find the better way
●
Delight: surprise and amazement builds brands
Questions?

36. It’s Dangerous to Go Alone!