This document provides an overview of ICO Media, a public relations firm that specializes in video games. It summarizes ICO's services, which include drafting and localizing press communications into multiple languages; managing media outreach and reporting across 24 European countries; and providing consulting services and in-depth monthly reporting with analysis. Case studies describe ICO's work with Riot Games on League of Legends and with indie studio Shiro Games. Pricing is based primarily on monthly retainers with additional fees for events. The document promotes ICO's expertise in reaching over 2,500 media contacts across Europe to maintain coverage of clients' games.

1. B E S P O K E P R F O R V I D E O G A M E S

2. CONTENTS
ABOUT ICO MEDIA
WHAT WE DO
WHO WE REACH
HOW WE WORK
HOW WE REPORT
CASE STUDIES
ONLINE GAMES: LEAGUE OF LEGENDS
INDIE GAMES: EVOLAND
PRICING MODELS
WHY WORK WITH US?
3
5
24
31
33

3. About ICO Media

4. Thomas BIDAUX, CEO
- 15 years games industry experience
- Founder & Director of Product Development
NCsoft Europe
Stephan Meijerhof
About ICO Media
Adrien Lary
Diane LAGRANGE, Director
- 10 years games industry experience
- Business Development Manager NCsoft Europe
- Based in Japan
M a n a g e m e n t & C o n s u l t i n g
P u b l i c R e l a t i o n s T e a m
Dutch Spanish
Mike Diver
English
Anne-Julie Pachurka
French
Nora Reulecke
GermanFrench

5. What we do Wh o we re ach
Ho w we wo rk
Ho w we re p o rt

6. More than 2,500+ media contacts and counting
Communicating in 24 countries
Mailing system allows targeted communication according to language, game, level of
communication and interest (eSports, multiplayer, trade, etc.)
Mailing list also includes peripheral segments such as manga/anime, geek culture or fansites
For global communication we cooperate with partners outside Europe
What we do : Who we reach
E x p e r t s I n E u r o p e

7. Czech Republic
+ Slovakia
Germany
+ Austria
UK
+ Ireland
France Spain Italy
Belgium +
Netherlands
Nordics
Portugal Greece Poland Hungary Romania
+ Bulgaria
Croatia +
Serbia +
Slovenia
Co u nt rie s We Co ve r
What we do : Who we reach

8. In-house PR team drafts, adapts and translates into English,
German, French, Dutch and Spanish
Lan gu age s We Sp e ak
Communications in other relevant languages are localised by
trusted translation partners
What we do : Who we reach

9. What we do Wh o we reach
Ho w we wo rk
Ho w we re p o rt

10. Preview/review management
Code give aways
Dedicated newsroom
What we do : How we work
P l a n n i n g t o m a i n t a i n m e d i a c o v e ra ge b e y o n d a ga m e ’s l a u n c h :
S e r v i c e s :
Pre-announcement and announcement for a game
Pre-launch planning
Launch Management
Ongoing communication post release
Live streams with developers
Speaking opportunities at local conferences
Applications for industry awards
C o n s t a n t l y v i g i l a n t fo r f u r t h e r o p p o r t u n i t i e s t o c o m m u n i c a t e :
Done in coordination with the clients’ community strategy

11. Online games and other titles with a steady schedule of post-release content
Midcore and hard-core mobile and console games reaching out to specialized media
Indie games with shorter windows for communication and smaller budgets
Corporate PR, building brand awareness (B2B media outreach, local conferences participation)
eSport dedicated actions, press invites, competition communications, media training
Crowdfunding campaigns support and communication strategy planning
Ou r exp e rt ise :
What we do : How we work

12. O NLI NE G A ME PA RT NERS
E xamp le Clie nt s
League of Legends
Riot Games
Since 2010
Smite
Paladins
Hi-Rez Studios
Since 2011
Evoland I & II
Until Dark
Shiro Games
Endless Legend
Endless Space 2
Dungeon of the Endless
Amplitude Studios
I NDI E G A ME ST UDI O PA RT NE RS
What we do : How we work

13. E xamp le Clie nt s : M any mo re ...
What we do : How we work

14. Long-lasting working relationship for key eSports games
4 YE ARS
e Sp o rt exp e rt ise
What we do : How we work
5 YE ARS

15. “Everyone was afraid for a boring, training
seminar that would be similar to a
classroom, but that wasn't the case.
Everyone found value in the class and
thank you for putting this together for
them in a fun way.”
Sending out eSports news to key outlets
and journalists
Inviting and handling media for
international events
ICO offers media trainings for
professional players
Including general media training and
personalized training interviews
E XT E NSI VE ESPO RTS CO NTAC TS
ADAM MIERZEJEWSKI
eSports Tournament Manager, Hi-Rez Studios
e Sp o rt exp e rt ise
ME DI A T RA I NI NG S
What we do : How we work

16. Supported 3 successfully funded campaigns
Cro wd f u n d in g Su p p o rt
G o a l $ 4 5 k
R a i s e d $ 5 5 k
G o a l $ 1 0 0 k
R a i s e d $ 2 0 0 k
G o a l $ 1 0 0 k
R a i s e d $ 1 7 0 k
What we do : How we work

17. Cro wd f u n d in g Su p p o rt
The 3 key phases of a campaign - ICO helps you at each one
#1 - PREPARE YOUR CAMPAIGN
#2 - LAUNCH YOUR CAMPAIGN
#3 - AFTER THE CAMPAIGN
What we do : How we work
Pre-announcement, community recruitment, engage media early
Announcements; follow-up on the campaign activities
Maximize the coverage of your success; create a follow-up program to
properly benefit from the crowd

18. We offer our clients the opportunity to
benefit from both our PR services and
our consulting services on selected
crowdfunding projects.
We researched the crowdfunding
opportunities for games
Cro wd f u n d in g Su p p o rt
Unique expertise
Find out about about our research on the topic in this document:
What we do : How we work

19. What we do Wh o we reach
Ho w we wo rk
Ho w we re p o rt

20. ICO uses two special tools for monitoring our client’s games in media
Both tools, the “Media Monitor” and “Coverage Report”, are developed in-house and
continually evolving (direct access to tools and data can be purchased separately)
Data and insight is presented in detailed monthly reports
Analysis and suggestions are added with further input from the consulting team
D ata - d rive n In sight s
What we do : How we report

21. For detailed tracking and analysis on the impact of distributed communications
Automated graphs provide further analysis in a multitude of categories. Such as language, estimated
reached readers of outlet, type of media or news topic
Allows flexible monthly and long term comparisons as well as identifying trends and key take-away points
Strike Suit Zero (Born Ready Games)
Coverage Evolution 2013 - 2014
0
200
400
600
800
1000
1200
1400
1600
0
50
100
150
200
250
300
350
400
450 # of articles
Total reach
4% 4%
25%
1%
17%
1%
3% 2%
4%
1%
4%
9%
22%
To o l 1 : Co verage Rep o rt
What we do : How we report
Fractured Space (Edge Case Games)
Coverage by language - October 2014

22. Automatically searches, collects and analyses data from over 1,000 qualified websites
Data allows to spot trends and compare media attention of games
Collected data displayed in two formats:
To o l 2 : M e d ia M o n ito r
What we do : How we report
T R E N D S I N G A M I N G M E D I A M A I L C O M PA R E C O M P E T I TO R TO O L
Daily automated mail with gaming media trends
or references of special games
Web-interface to easily compare media coverage
of titles in real time

23. Here are full sample reports:
Samp le Rep o rt s
What we do: How we report 23
Password:GGWP
SHIRO GAMES
A u g u s t 2 0 1 6 R e p o r t
http://www.icomedia.eu/sample-report/
Hi-Rez Studios
M ay 2 0 1 6 R e p o r t

24. Case studies
On lin e game s: Le agu e o f Le ge n d s
In d ie games: Evo lan d

25. Riot Games was founded in 2006 and employs over 1,000 people
Its game League of Legends is one of the most successful PC games and available in
countries around the world
Riot games had a revenue of $624 million in 2013
League of Legends has 67 million monthly players
The League of Legends finale 2013 attracted 32 million viewers online
Case studies : League of Legends
Ab o u t Rio t Game s

26. 4 years relationship with ICO on European PR
Drafting, localisation and distribution of press communications
Organising media invites and PR support at international events
Hosting press assets in dedicated news room
Management of incoming media requests
Monthly reporting on League of Legends
Bi-monthly reporting on all MOBA games in European media
“ICO has taken over PR for Riot Games when Riot decided to self- publish in Europe. The
results have been excellent. ICO is critical in League of Legends’ organic growth in Europe.”
Nicolas Laurent Vice President of International Business, Riot Games
Case studies : League of Legends
Part n e rsh ip Rio t Game s

27. - 148 articles published based on the communication
- Articles in 17 languages
- Email communication to media about the redesigned map
- Translated into English, German, French, Spanish and Dutch
- Selection of assets hosted on dedicated press news room
November 2014
Case studies : League of Legends
Case st u d y: Su mmo n e r ‘s Rif t Up d ate
PE RI O D
TO O LS
RESULTS

28. Case studies
On lin e game s: Le agu e o f Le ge n d s
In d ie game s: Evo lan d

29. Shiro Games consists of 8 full time employees
Working with ICO since 2013 on 3 titles (Evoland I & II, Until Dark)
“When you are an indie developer with limited time and limited marketing expertise,
having a partner like ICO is critical. They know the scene, and they know everyone who
talks about the indie scene. They have a true passion for games, and it makes a difference
every day in the work they deliver!”
Sebastien Vidal CEO, Shiro Games
INDIE SUCCESS STORY
Case studies : Evoland
Part n e rsh ip wit h Sh iro Game s

30. Evo lan d (P C & M ac) Lau n ch
- Over 650 published articles
- Articles in 17 languages across Europe
- Over 400,000 copies sold
- Drafting, localisation and distribution of press communications
- Targeted outreach for previews and preview code distribution
- Targeted outreach for reviews and review code distribution
- Arranging giveaways and interviews
- Hosting press assets in dedicated news room Regular reporting on Evoland
coverage in European media
From Game reveal in October 2012 to release in April 2013 and after launch phase
until June 2013
PE RI O D
TO O LS
RESULTS
Case studies : Evoland

31. Pricing Models

32. Fixed monthly retainer covers all costs outside of events. The scope of the project is
agreed in advance.
Our missions are usually set be for at least a 3 months period. Our more regular
clients work with an on-going retainer.
Detailed reporting shows ICO‘s PR actions by the end of each month.
Events are treated case-by-case based on length of the event and scope. They are
subject to separate proposals for the client to approve.
We usually include a lot of the preparation work in our retainer and the event fee is
usually there to cover our on-site presence.
If you are a small indie studio, we sometimes offer a "per action" pricing model, based
on our available bandwidth, and the project of the studio.
Ask us if you are interested.
M o nt h ly Retain e r
Pricing model

33. Why work with us?

34. ▪ Handles one country directly. Hands over PR for other countries.
▪ Localisations are carried out by external agencies. Coordination is time consuming.
▪ Smaller countries such as Poland, Spain or Romania are often left out.
▪ Builds communication strategy up to launch before moving to another project.
▪ Reporting is often a secondary and basic information. Never provides a global overview
across the different countries.
▪ Manages all European countries directly from agency in Brighton, UK.
▪ Flexible, in-house localisation.
▪ Pan-European contacts, not just focused on the major countries.
▪ Builds communication over time, not only focused on launch.
▪ Extensive reporting and feedback that is driven by dedicated tools and an expert consulting team.
So... Why work with us?

35. WHO WE REACH
- Over 2,500 media contacts across 24 countries in Europe
- Reaching more than 20 million users through its media list
HOW WE WORK
- In-house localisation into English, German, French, Spanish and Dutch
- Consulting services to maintain media coverage
- Ideal for online games and indie games
HOW WE REPORT
- In-house developed reporting tools track reach and content of coverage
- Monthly reporting with in-depth analysis and ongoing recommendations on the PR strategy
Summary
P u b lic Re lat io n s fo r V id e o game s

36. WWW.ICOMEDIA.EU
OFFICE 6, 10 FLEET STREET
BRIGHTON BN1 4ZE, UNITED KINGDOM
CONTACT@ICOMEDIA.EU
+44 (0)20 7193 5158
B R I G H T O N
U N I T E D K I N G D O M
C O N T A C T @ I C O M E D I A . E U
+ 4 4 ( 0 ) 2 0 7 1 9 3 5 1 5 8
W W W . I C O M E D I A . E U