51 Shades of Brand Management - Build Cracking User-Centric Brand plans & Marketing strategies

Personal Video Games Brand Management portfolio
What’s hot?
• Racing games Analysis – SWOT
• Brand plan 1 / 2 - Digital Game
• Business games development portfolio on next-gen
• European market analysis & marketing strategy
• Brand plan 2 / 2 – Packaged Game
• Brand Strategy / development – Mobile Games
• Brand Strategy / Repositioning – Digital Game
Elphège Kolingba
http://elphege-kolingba.com
Brand Manager
*Brand Management - portfolio – chapter 1

RACING GAMES ANALYSIS
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Elphège Kolingba
Brand Manager
*Brand Management - portfolio LINK UP WITH ELPHèGE

ARCADE
SIMULATION
SPECTACULAR
REALISM
F1
DIRT
MAPPING - POSITIONNING - RACING GAMES
SEGA RALLY
ONLINE ARCADE (Sega)
F1 CHAMPIONSHIP
(sony)
GRAN TURISMO
(Sony)
TEST DRIVE
UNLIMITED
(Atari)
TWISTED METAL
(Sony)
BURN OUT
(Ea)
SPLIT SECOND/VELOCITY & PURE
(Disney Interactive)
MOTORSTORM
(Sony)
MIDNIGHT CLUB
(Take 2 interactive)THE CREW
(Ubisoft)
RIDGE RACER
(Namco)
DRIVE CLUB
(Sony)
TRACKMANIA²
(Ubisoft)
FORZA
MOTORSPORT
(Microsoft)
SHIFT 2
(Ea)
NEED FOR SPEED
(Ea)
WRC 4
(Big Ben interactive)
F1 RACING
GRID 2
LITTLE BIG PLANET KARTING (Sony)
SONIC ALL STAR RACING (Sega), MARIO KART (Nintendo)
COLIN M. RALLY
DRIVER
(Ubisoft)
© Elphège Kolingba – Racing games positioning analysis
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GRID 2 - SWOT
STRENGHS OPPORTUNITIES
- Wow effet – 1st time released on PS3
- Excellents graphics (Ego 3) and gameplay
- Online features : racenet, smart matchmaking
- Smart release calendars
- Storytelling in racing games
- Co-op gameplay
- eSports & Community building
- Crossplatform features
- Open world and digital (mobile, online & social)
- F2P Business model
- Same menus (Grid 2 > F1 > Grid 1)
- Too many bugs (aliasing, low framerates,
game loading issues)
- Less and less control in the driving mode
(cockpit view disappeared, no deep
upgrade features for cars in solo mode)
- Lose the core audience & fans ‘ interested in a more
driving simulation experience
- Leaving the simulation orientation can create too
many look alikes with DIRT (racing are very similar in
every races)
Weakness Threats
© Elphège Kolingba – Racing games positioning analysis
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Elphège Kolingba
Brand Manager
*Brand Management - portfolio
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BRAND PLAN 1/2
Elphège Kolingba
Brand Manager
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Brand Manager

©Brand management portfolio – F2P GameElphège Kolingba
Dead Island
FPS / Action
Dead Island: Riptide
FPS / Survival Horror
Dead Island 2
FPS / Action
Dead Island: Escape
Stealth / Action
2011 2013 2014 2015
1
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GAMERS - MALE 18 / 35 Y.O
Midcore Hardcore
KEY OPINION LEADERS
YouTubers, Casters, Press
eSports teams
2
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• World #1 ZOMBA
• 4 games modes
• PvPvPvE
• Customisable characters & karma affinity
• Crafting and loot systems
• WASD keyboard controls
• Life saving skills (heal, dash, resurrection)
3
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©Brand management portfolio – Bran Plan F2P GamesElphège Kolingba
“Survive through 4v4v4 matches
in the Action / RPG -packed Dead Island universe based
MOBA”
4
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Main (F2P / MOBA)
Indirect (F2P / MOBA)
Other (PC video games)
Mainstream
to hardcore
audience
WASD controls
Tower defense
Defense,
strategic/tactic
Cartoonish,
mainstream
Strong eSport
exposure
Hardcore
Strong eSport
exposure
Sport / MOBA
eSport potential
Action / FPS
Coop / Survival
Hack’n slash
Hack’n slash
Horror universe
5
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HELPFUL
to achieve objectives
HARMFUL
to achieve objectives
INTERNAL
• Marketing / PR experts
• Dead Island Universe
• Accurate partnership (Stunlock studios )
• Weak QA support
• Low scenaristic approach
• Missing cross-platform experiences
EXTERNAL
• Video consumption / eSports (US, UK)
• Retail Digital content sales
• Branded & Zombies content consumption
• High tolerance in micro transactions (RU)
• New Digital payment (Germany)
• Mobile influence
• Satured market place (MOBA)
• Pay To Win trends
• Triple-A now F2P
• Competitive Engine dev. tools
• Local online payment solution
• F2P regulation
6
Strenghts Weaknesses
ThreatsOpportunities
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©Brand Management porttfolio – F2P GameElphège Kolingba
ONLINE / PRINT / TV
AD formats
MERCHANDISES
POS AD
BRAND CONTENT
VIDEOS
(e) RETAIL
PC CARDS
SOCIAL MOBILE APP
COMPANION
GAME
SOUNDTRACKPR KIT
Dynamic
Cooperative
Intense
Cartooniish
Colorful
Deadly
Chaotic
Awesome
Insane
Top notch
Funny
Survivor
77
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2015 – DI:E BRAND CONTENT PLAN
DATES / *EVENTS
ASSETS
MARCH
APRIL
(FR
Gamers
Assembly)
MAY
JUNE
(US - E3)
(DE - Esl One Frankfurts,
eSport)
JULY
AUGUST
(DE
Gamescom)
SEPT.
(UK
Eurogamer
expo)
OCTOBER
(FR - Paris Games Week,
Dreamhack)
(RU - Igromir)
(Halloween)
NOV. DEC.
ACQUISITION
LANDING PAGE
X X X X X X X X X X
STREAMING
ONLINE
CHANNEL LAUNCH
X
PR KITS X X X X x
MEDIA AD ASSETS X X X X X X X X X X
MERCHANDISES
POS AD
X X X X
BRAND
CONTENT VIDEOS
X X X X X X X X X
SOCIAL MOBILE
APP
COMPANION
X
SOUNDTRACK X X
(E) RETAIL
PC CARDS
X X X
*Suggested events for target markets (US, UK, DE, FR, RU)
8
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Dead Island Setting
2015 Brand content videos
Gameplay
Addictive Mobile brand experience
9
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BUSINESS &
GAMES DEVELOPMENT ON NEXT GEN
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Elphège Kolingba
Brand Manager

F2P NEXT-GEN CONSOLES MARKETING
OPPORTUNITIES
Elphège Kolingba
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©Brand Management portfolio – Games / Product development on next-genElphège Kolingba
*Millions of hardware units sold.
As of 10th January 2015 (source: vgchartz.com)
*
10
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MOBA - FPS & ACTION (cross-platform) MMO - ACTION, SURVIVAL (cross-platform)
PS4
PS4
PS4 / PS3 / PS VITA
PS4
PS4 / PC
Both on PS4
XBOX 360XBOX ONE
11
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DECEMBER 2014 - PS4
• Successful beta launch
• Cross-play
NOVEMBER 2013 - PS4
• Lot of paying users
• Strong branding
• Events exposure
FEB. 2012 - XBOX 360
• Positive reviews
• Strong branding
• Events exposure
• 7 days time trial
• 60+m reached players
12
* Analysis based on Marketing / PR / Business standpoints
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APRIL 2014 - XBOX 360
• Country targeting issues
• Bad user experience
• Weak monitoring (updates)
* Analysis based on Marketing and Business standpoints
13
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Elphège Kolingba ©Brand Management portfolio – Games / Product development on next-gen 14
PROS CONS
• Reach & install base
• Flexibility
• Easy development
• Revenues
• Costs
• Complex updates
• Rev. share
• Pay Online Multiplayer
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©Brand Management portfolio – Games & product development on next-genElphège Kolingba 15
#1 1st Party Digital Marketing Opportunities #2 Strong Partnerships #3 Brand Experience & Awareness
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MARKET ANALYSIS & STRATEGY
TO LAUNCH VIDEO GAMES
IN THE EASTERN MARKET
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Elphège Kolingba
Brand Manager

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© Elphège Kolingba – Business Marketing opportunity – MENA / RU & CIS / INDIA
SEGMENTATION CRITERIA
FOR RU / MENA
 Population
 Internet population
 Games revenues (2014)
SEGMENTATION CRITERIA FOR INDIA
 Population
 Internet population
 Literacy rate
 Rural population VS Urban pop rate
 Games revenues (2014)
. Moscow
. Saint
Petersburg
. Novosibirsk
.
.Nizhn
y
. Uttar Pradesh
. Maharashtra
. Turkey
. Saudia
Arabia
.
UAE
. Egypt
. Iran
MENA
INDIA
RU/CIS
.
Yekaterin
burg
. West Bengal
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MENA
 Local distributors, SEZ
 Leading consoles market
 Growing Mobile segment
RU/CIS
ONLINE / MOBILEPC MMO / MOBILE / RETAIL
 Local distributors / providers
 Leading PC Gaming
 Watch out: IP’s rights law (2013)
INDIA
CONSOLE GAMING / MOBILE
 Localised content (Twofour54)
 High Internet penetration
 Adoption of mobile technology
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CREATE BUILD EXPAND
OBJECTIVES
Build with
early adopters
Grow
consumers circle
Extend to the other
consumers segments
#1 SALES Online & Offline
Gaming stores
More
Online & Offline Gaming
stores
+ Entertainment outlets
Target
the remaining outlets
#2
MARKETING
ATL (Online, Social,
– TV is a must in:
Russia/India)
BTL (community/events)
ATL (brand awareness)
BTL (repurchase)
ATL (image)
BTL (repurchase)
#1 Establish strong local partnerships #2 Develop brand experience & awareness
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BRAND PLAN 2/2
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Elphège Kolingba
Brand Manager

Elphège Kolingba
Brand Manager
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WW Sales dropped by 70% for Riptide but Japanese enjoyed it
Games* Platform Year North
America
Europe Japan Rest of
World
Global
Dead Island
PC 2011 1,41 0,67 0 0,19 2,27
PS3 2011 1,01 0,66 0,15 0,27 2,08
360 2011 0,11 0,07 0 0,02 0,2
TOTAL 2,53 1,4 0,15 0,48 4,55
Dead Island
Riptide
PC 2013 0 0,05 0 0,01 0,06
PS3 2013 0,23 0,16 0,6 0,07 0,53
360 2013 0,4 0,24 0,01 0,06 0,71
TOTAL 0,63 0,45 0,61 0,14 1,33
*Source: vgchartz.com (no data for DLCs)
Metacritic
Jeuxvideo.com
Platform*
Dead Island 1
(meta)
Dead island
Ryder white
(jvcom)
PC 80 NC
PS3 71 14/20
360 44 14/20
Metacritic
Jeuxvideo.com
Platform
Dead Island
Ryptide
(meta)
Dead island
Ryptide
(jvcom)
PC 51 14/20
PS3 62 15/20
360 57 14/20 Source: metacritic.com, jeuxvideo.com
© Elphège Kolingba – Brand Management portfolio

Buzzy campaigns increase Online search for the 2 first IPs
WW- Google trends – Sept. 2009-Sept. 2011
Dead Island 1 got an high increase in search in September
2014 (5 days before its launch)
WW- Google trends – 26 April 2012. 26 April 2013
Dead Island riptide got a huge traffic search the week of its
launch. Especially thanks to a Washington post

- COMPETITIVE ANALYSIS
01/02/2015
Dying Light
Fps/Survival
Warner Bros
& Tech land
02/2015
Evolve
FPS/Action
2K Games
&Turtle rock
studios
The Order:
1866
TPS/Action
Sony &
Ready at
dawn
The Witcher 3
RPG
Adventure
CD Projekt
Battlefield:
Hardline
FPS
EA
RE Rev. 2
Surival Horror
Capcom
*MAIN POPULAR GAMES FOR TARGET AUDIENCE
TBD- 2015
*Dead Island 2 – Springs 2015
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- CUSTOMER ANALYSIS
CORE TARGETS
Male 18-39 y.o
Interested in fps/action rpg, online/local co-
op/multi, cross-platform
Needs good script, fun gameplay, customization,
challenges
Media/Influencers
GAME KEY FEATURES
Open world
4 new Heroes
PvPvE
New weapons, crafting, customisations,
co-op up x4, multi up to x8 multiplayer
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- USP
A sprawling open world FPS action-rpg
offering a unique b-movie ambiance,
compelling crafting abilities,
and a multiplayer mode for up to 8 players
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- SWOT
STRENGH
+
+
+
STRENGHS
+ Famous Franchise
+ New development tools
+ Strong international distribution partners
+ Developed expertise (FPS/Action games)
OPPORTUNITIES
+ Market successful transition to 8th generation (82%* of sales of hardware sales)
+ Sharing and ubiquity with the new consoles
+ Growing consumers interests in eSport /Youtube (let’s play) Twitch videos
+ Entertainment & Transmedia
* Sources : GfK / panel data till end of May 2014.
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- SWOT
WEAKNESS
+ QA support
+ No mobile service offer
+ Low game scenaristic approach
+ Missing an Online shop offer
THREATS
+ Confusion in the consumers mind (Dead Island 2?3? Dying light?)
+ Upcoming AAA games
+ Legal restrictions for violent games (BPjM, Germany)
+ Face a deflationary env.* (influence of mobile Gaming, Freemium, F2P on consoles)
* Sources : S.E.l.l / Essential video game news, market use, consumption, France/Europe 2014
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- BLUEPRINT FOR SUCCESS
Consistent communication core pillars
+ Colorful
+ Sunny
+ Bloody
+ Immune
+ Fun
+ Next-gen
+ and others…
High standard users experience
+ Educate on the game USP
+ Excellent brand experience
+ Competitive pricing
+ Strong Online Presence
+ On-the-go Mobile service
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- CORE BRANDED ASSETS
7 VIDEOS
+ 1 VIP Interview – Producer/Artists
+ 4 trailers : x1 cinematic, x3 gameplay videos
+ 1 viral video + 1 cinematic movie
(story - partnership with a movie producer)
SCREENSHOTS
+ Characters, crafting, customisations
+ Maps
+ Zombies
PR KIT
+ Videos, artworks, goodies
+ Game beta access
BUNDLES OFFER
+ Pre-order +Exclusive offer with consoles
+ Limited edition,
+ Collector edition
+ Goty
MERCHANDISE PROPOSAL
+ Zombie mask, Inflatable zombie for the pool
+ Dog tag, mini beer cooler, characters standies
+ Game map (Regional location in California)
+ Weapons/vehicules customisation guide book
+ Flyer: Key code for Dead Island Epidemic
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- CORE BRANDED ASSETS
GAME WEBSITE (responsive)
+ Social Media contents integration
+ Shop
DIGITAL CONTENTS
+ Game beta, Demo
+ Dynamic theme, avatars
+ Season pass
+ 3 DLCs
Connected
Mobile / Tablet
companion app
FEATURES
Stats, evolution,
trophees
Friends / Push
notifications
Community news
(partnership with
Twitch)
Geolocalisation
(locate players
around)
IRL
Connection
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- TIMELINE
JAN. FEB. MARCH APRIL MAY JUNE JULY AUG- DEC. =>
PRODUCTS
PR
MEDIA
TRADE
EVENTS
PARTNERSHIP
Artworks
VIP video
Interview
Press coverage
+ PR actions
Beta access
X1 video
gameplay
Game website
Launch
Cinematic
trailer
Viral video
Screenshots
Mobile app
1) ONLINE+PRINT
Retail, Digital Partnership
(pre-orders, collector editions, Twitch)
Lauch events
in major countries
1 DLC every
3 months
from sept
+screenshots
X2 video gameplay
Press coverage+PR actions
Press coverage
+PR actions
Web Movie
Cinema
partnership
BUZZ/REPUTATION BRAND AWARENESS RETENTION
2) TV+ONLINE+PRINT+OUTDOOR
3) ONLINE+PRINT
+OUTDOOR
Twitch
partnership
26/10/2014© Elphège Kolingba – Brand Management portfolio
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Elphège Kolingba
Brand Manager
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Targets profile:
Men, women, children, casual & mi-core gamers,
08-45 Y.O. Animals & Adventure games enthusiasts
or nature lovers
Who also like management & strategy games
or are familiar with Madagascar, Ice of Age, Simpsons, My
Town Mobile games or brands
Game positioning:
A 3D realistic Zoo management game (freemium), which
offers an immersive story and gameplay experience for the
adventure & animal games enthusiasts
With amazing graphics and compelling features: animal
species creation & customisation and abilities combination
Key selling points:
• A playful and accessible gameplay thanks to an
amazing design that entice players to learn the various
animals species of the safari
• A storyline that will keep players entertained and busy
– save the animals, breed them to create legendary
species, combine their abilities to find rare animals or
customize the zoo
• Amazing graphics and visuals for a zoo management
game. The wildest Zoo app!
• Players will discover various areas around the world
with 3D graphics (7 special maps)
Wonder Zoo: Brand analysis
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Wonder Zoo: Competitive analysis
VS
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2) Targets
• Gamers, male or females, 15-35 y.o
• Fans of action / adventure games, and Gta,
Sleeping Dogs, Saint Rows enthusiasts
Brand identity creation – Packshot Brief
1) Context
• The objectives of this new game is to break
the past storyline of the franchise and lead
the player to a brand new environment
• Players will explore 2 new Asian cities
Hong Kong and Shanghai, and drive new
vehicles (private jets, trains etc.)
• We emphasize the degree of immersion in
the game, by putting a multiplayer mode,
allowing up to 6 players to team up
3) Game Positioning
• Players will discover the violent world of
the Chinese triads in a full-3D immersive
crime simulation
4) Similar games
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6) Visual codes & colors
• White, Red and Yellow will be the main
colors to emphasize on the criminal
atmosphere and China
5) Materials to display
• 3 Chineses gangsters showing off and
wearing diamonds and lots of urban street
accessories usually used from gangster
• 1 woman, with latino-chinese origins must
be highlighted between the men.
She must wear provocative clothes
• Thanks to her different skin color (half
blood), she must drive the attention, and be
put foreground the pack shot
• We should find in the pack shot : the airport,
with a private jet in the background of the
picture
• The icon of the game should be immediately
visible and the text in bold
(at the bottom of the packshot)
7) Mock-up for the Packshot
Private Jet + Airport
4 characters displayed
Icon of the game
Brand identity creation – Packshot Brief
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STEP 1 - Use the game atmosphere and associated concepts :
• Features, story and historical concepts about war code and gang’s way of life in China
• Think about the game slogan
• Listen to the soundtrack to match with the game atmosphere
Brand identity creation – Packshot Brief – Naming
STEP 2 - Use the game atmosphere and associated concepts :
• Features, story and historical concepts about war code and gangs way of life in China
• Think about the game slogan
• Listen to the soundtrack
STEP 3 - Think about the unique selling point of the game :
• Game positioning
• Targets profile
• The game pitch : what makes the game different from the others
STEP 4 - Find synonyms and words related to crime, war, gang :
• Used a keyword generator tool
• Used words that are associated to the game concept and atmosphere
• Try to associate words and list different associations of words
STEP 5 - Check if the names shortlisted don’t exit :
• Benchmark all the similar games titles
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KEY Campaign assets for Casino Game
Videos & screenshots
• 1 VIP Interview: a famous “Roulette “ player talking
about the Gameloft “Casino” GAM and giving his best
tips and strategies to win in Casino
• 1 Video Commercial: promoting the temporary
partnership with famous Casino Hotels in Canada to
win daily rewards playing on a flash Casino Machine
branded (Gameloft Casino) :
• At bars with the machines
• In Casino hotel rooms equipped with tablets
• When players spent a certain amount of money in the
hotel, he gets a special ticket offered to play on flash
machines or tablets and try to win of the 7 amazing
gifts (1 time per day)
• 1 video trailer: displaying the 5 iconic games,
highlighting the wheel of chance for daily rewards and
weekly tournaments + Social features
• Pictures & Game Arts: 5 iconic games, avatars creation
feature, wheel of chance and social features highlighted
Press kit for Web journalist,
Gambling bloggers enthusiasts
• Press release + links to download the
Gameloft ‘Casino game’
• Press dossier: videos and screenshots,
product sheets, demo (beta version)
• Goodies: invitations to Casino Hotels
in Canada to test the game +
1 free night offered for 2 persons in the
Casino Hotel of their choice
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KEY Campaign assets for Casino Game
Materials for a Trade Event
(retail promotion + Casino Hotels
events – January 2014)
• A Casino Game Flash Machine branded for
retail and Casino hotels :
• The roulette game on the screen, images
with 7 types of rewards
• A bar code readers for Supermarket
receipts (users can use one time their
receipts to start playing after purchasing
in-stores or in hotels
• A printer for tickets to give to
winners/losers (+QR code to download
the game)
• A print ad in Supermarkets magazines and
Casino hotels rooms + QR Code to download
the Gameloft “Casino” Game
Landing page on Gameloft ,
and Partners distribution platforms
+ mini Event Website for Affiliation
campaigns
• Product features, description &
screenshots (Tracked URL)
• Video trailers
• Social plugins to share the product
sheet on Facebook, Twitter or G+
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Timeline for Casino Game
NOVEMBER DECEMBER JANUARY FEBRUARY MARCH =>
Buzz & Reputation
Awareness &
Visibility
Launch Date:
Acquisition
Post-Launch
Monetisation & retention
Assets
Ads &
Affiliation
Social
Media
PR
Partner
-ships
Contextuals display on Gambling & Social,
Casino Games news websites
+ SEM on Google, Yahoo, Skype
+ CPA/CPP Campaign
Posts / Tweets
Ads & Contests on FB,
Youtube
+ Opt-in emails
Press coverage
Press event in a
casino hotel
for Journalists /bloggers
+ Guest star
Game demo (NDA)
Trade
marketing
Dealing co-marketing and distribution agreements with key accounts : appstore (Apple, Google), Manufacturers (Samsung,
Sony mobile, apps), Telco (Orange Games & TV), Specific Social networks (Line, Kakao, Gree), Social Advertising (Tap Joy),
Retailers & Leasures / Trips Brands (Branding campaigns)
Videos & screenshots
Casino Hotels +
Supermarkets
events
Posts,
Tweets on major updates
Press covarage on special
announcements
Contents &
merchandising
major updates
Product sheet
on the Website
+ Newsletter
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Customer support for Dungeon Hunter
PLAYERS ACTIVITY AND SATISFACTION KPIS
APPSTORE
brand’s shop
PARTNERS PLATFORM
• Reviews, users comments, recommendations
• Ranking of the game on App Store
• Installs / Downloads
FACEBOOK • Posts performances (reach, engagement, tonality of messages, reach, storytelling)
• TOP 3 Topics & Discussions
• TOP 3 Feedbacks & Issues
IN-GAME
• Audience (MAU, average DAU, installs, Lifetime Value)
• Monetisation (ads revenues, sold items, average ARPU, ARPPU, MCVR)
• Retention (average D+1, D+7, D+30)
CUSTOMER SUPPORT
& CM
(in-game pop up +
Facebook Fan Page
communication)
• Manage the problem, inform customers on the incoming update and fix, and offer them to discover other games
from GameLoft, while the fix is applied
• After the issue is solved, thank players for their patience, and offer them eventual compensations or bonuses
• If their data has been wiped out, try to restore the accounts before the problem happened
• If a restore isn’t possible and the data isn’t retrievable, decide on whereas the affected players should receive
compensation or have a boost. In the end, thank them for their patience; announce them the decisions that have
been taken (restoration, compensation, boosts…).
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Game development – Dungeon Hunter
Improvements:
• Characters customization
• Balance the game difficulty
(time to get potion, loot
items)
• More various items
(seasonal or exclusives)
• Better rewards when
defeating monsters
• iCloud feature to save the
game on 2 separate mobile
device
• An open-world in-game
In –Game Promotion:
• Daily news
• Incentive Mobile Pop-ups with updates or
promotions
• New thematic packs
• Items Bundle
• Pack on sale
• Gemmes offers
External Promotion:
• Facebook & Tweeter Wall / Timeline
contents updates & commercial offers
promotion
• Contests on Facebook + Rewards
• Advertising on Facebook / Web
• Partnerships
• Blogs / Forums communication & Support
• Cross-promotion with partners (newsletters)
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BRAND STRATEGY-
When it’s time about time to think of a repositioning
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Elphège Kolingba
Brand Manager

BRAND STRATEGY –
HOW THIS NEW ENTRANT GAMES CAN STAND OUT
FROM THE FIERCE COMPETITION?
Elphège Kolingba
Brand Manager
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ARMORED WARFARE TARGETS MIDDLE-AGED MILITARIA & HISTORIANS AND HARDCORE / MIDCORE
GAMERS, WITH COOPERATIVE AND COMPETITIVE GAMES MODES
CORE EXISTING
AUDIENCE
Male, 25-39 Y.O,
Militaria & Historians, PC / ONLINE gamers.
Interested in: history, military, action,
competitive games, boys toys.
Looking for: chilling, be part of the action with
immersive gaming experiences.
TARGET AUDIENCE
Male, 12-34 Y.O
Hardcore and midcore PC gamers BUT with a higher CONSOLE
gaming interest.
Interest in: action, FPS, wild racing games, boys toys.
Looking for: fun, performance, accomplishment, recognition.
Good use of spare time when casually play.
Elphège KOLINGBA - ©Armored Warfare – Brand strategy – repositioning 1
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AW SHOULD BE AN ALTERNATIVE TO WAR THUNDER (SIMULATION / STRATEGY) AND WORLD OF
TANKS (ARCADE MECHANICS) WHICH ARE EXTREME IN THEIR GAMEPLAY - EXPANDING ITS BRAND
VALUE PROPOSITION
MMO STRATEGY / TACTICAL
& RPG
MMO
SHOOTER*
SIMULATION
MMO FPS / ACTION /
MOBA
Browser
Micro client
PC/P
S4
Linu
x,
Nvid
ia
Shiel
d
Clien
t
base
d
* Positioning / Mapping of Direct and Indirect competition among MMO STRATEGY / ACTION / SIMULATION / SHOOTER. A game can covers various genres
(egg: Strategy and Shooter).
Buy
to
play
Browser
/ iOS
iOS
Android
iOS /
Android
Browser
PC / Client
software
Steam
Android ,
Windows
Phone
iOS / Android
PC
PC
Steam
ARMORED WARFARE
CURRENT VALUE
PROPOSITION
GLOBAL GAMES
CURRENT VALUE
PROPOSITION
Modern vehicles & graphics
Huge amount of
Historical vehicles
Large-scale battlefields HD graphics
Cooperative
Destructible
environments
Competitive modes
Massive PVE & PVP
contents
Esports features
Realistic damage model
system
Cross-platform
(single account /
crossplay)
Gaming gears
compatibility
Movie / Films branded
contents
Crossplatfor
m
PC - Xbox
360/One
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THIS WOULD REQUIRE A STRONG CULTURALISATION / LOCALISATION STRATEGY IN THESE TARGETS
TOP 5 EUROPEAN COUNTRIES*
*The ranking / segmentation were made by Worldwide and European games revenues, social and cultural criterias for Armored warfare game type. Data from Newzoo 2014 / European countries resentation.
Online MMO and MOBA accounts for 70% ($17Bn) of Global PC / MMO segment revenues ($24.4Bn in 2014)
144,8M OF GAMERS IN THIS TOP #5
EUROPEAN COUNTRIES• 58,5 MMO players (51%), +1/2 plays MMO
• Largest PC / MMO paying users in GERMANY
(70%)
• Interest for TV / Console gaming in FRANCE /
UK / SPAIN
• Most cross-screen users in UK / FRANCE /
SPAIN
• Global interest in personal screen (Mobile)
• Wide reach potential in SPANISH speaking
countries (LATAM)
• ROMANIA & CZECH REPUBLIC have potential
audiences (culture)
*TOP #1
• 39.8M gamers
• 26.3M PC/Mac
• 16M MMO (40%)
• 22.2 M TV/Console
• 23.2M smartphone
• 2/10 crosscreens: 6M
TOP #2
• 34.7M gamers
• 20.8M PC/Mac
• 13.8M MMO
(39,8%)
• 24.5M TV/Console
• 2/10 crosscreens:
8.2M
TOP #3
• 29.8M gamers
• 16.6M PC/Mac
• 10.4M MMO
(35%)
• 2/10 crosscreens:
6.3M
TOP #4
• 19.5M gamers
• 12.8M PC/Mac
• 9.3M MMO (47%)
• 13.7M TV/Console
TOP #5
• 21M gamers
• 14.3M PC/Mac
• 9M MMO (43%)
FOCUS ON OTHER EUROPEAN COUNTRIES
3Elphège KOLINGBA - ©Armored Warfare – Brand strategy – repositioning 3
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A VALUE PROPOSITION IN LINE WITH USERS’ EXPECTATIONS / NEEDS / FRAME OF REFERENCE
IN THE GAMING MARKETPLACE
MARKET
OPPORTUNITIES th
GAME CAN TAKE
BENEFIT FROM TO
IMPROVE THE GAME
STREAMIN
G
CONTENT
ENTHUSIA
STS
IN-
GAME
ESPOR
TS
FEATU
RES
IN-GAME
SOCIAL & CHAT
& MESSAGES
AND
#SHAREFATURE
S
VARIO
US
GAME
S
MODE
S
TRANSME
DIA
GAMING
EXPERIEN
CE
CROSS-
SCREEN
PLAYERS
(HIGHLY
MOBILE
FOCUSED)
COMMU
NITY
EVENTS -
HAPPENI
NGS
CROSS-
PLATFORM
(single
account &
crossplay)
CONSO
LE
PLAYE
RS &
PAYER
S
IN-GAME
DIGITAL &
LOCAL
PAYMENT
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A NEW BRAND EXPERIENCE TO TARGET THE 12-34 Y.O AUDIENCE - GET THEM FROM TRIAL TO LOYAL
PLAYERS / PAYERS, CREATING A NEW MARKET SEGMENT FOR ARMORED WARFACE
(SIM / RPG / MOBA INFLUENCES)
CURRENT COMPONENT OF THE USP
Team-based Strategy Shooter MMO in a modern-
day tanks, designed with realistic coop and
competitive battles.
KEY FEATURES
• Modern vehicles
• Modern graphics
• Large-scale battlefields
• Cooperative & competitive modes
to
NEW COMPONENTS OF THE USP
Team-based strategy shooter MMO in a modern-day tanks,
designed with lasting destructible environments and game-
altering weather effects wherein your choose your crew, build
and trade armored vehicles.
BRAND DEVELOPMENT DIRECTION
MMO STRATEGY SHOOTER WITH RPG/ACTION AND MOBA
INFLUENCES (MECHANICS)
GO HOME PAGE

Browser
Micro client
PC/P
S4
Linu
x,
Nvid
ia
Shiel
d
Clien
t
base
d
Buy
to
play
Browser
/ iOS
iOS
Android
iOS /
Android
Browser
PC / Client
software
Steam
Android ,
Windows
Phone
iOS / Android
PC
Steam
Crossplatfor
m
PC - Xbox
360/One
Core
audien
ce
THIS NEW POSITIONING AIMS TO STRENGHTEN THE BRAND VALUE PROPOSITION
FOR THE TARGET AUDIENCE
MMO STRATEGY / TACTICAL
& RPG
MMO
SHOOTER*
* Positioning / Mapping of Direct and Indirect competition among MMO STRATEGY / ACTION / SIMULATION / SHOOTER. A game can covers various genres
(egg: Strategy and Shooter).
PC
SIMULATION
MMO FPS / ACTION /
MOBA
*MMO
SIMULATION
PC
KEY ADDITIONNAL FEATURES AT LAUNCH –
PROPOSAL
• In-game improvements
(UI, gameplay, tanks specialisation , bigger maps etc.)
• New games modes
(defense, capture flag, racing, survival mode with random PVP)
• Crossplatform (PC / Mac / Linux)
• Lasting destructible environments
• Real-time Day / Night cycle & weather with changing conditions
with impacts on vehicles
AND THEN AT POST-LAUNCH – PROPOSAL
• Trading options between players
• Country based vehicles & maps
• Modern war movies in-game items-based
• Soldiers / Crews to choose with impacts on Tanks driving
• In-game story mode (single/coop) heavily stylized
with cinema-inspired action
• Cinematic web series (YouTube) based on the characters’ story
with in-game impacts (items, features)
• Social mobile app companion
• Crossplatform (Nvidia Shield / Console)
Offering some
frame of references
for the Target
audience
6Elphège KOLINGBA - ©Armored Warfare – Brand strategy – repositioning 6
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BACKUP WITH A BRAND NEW VISUAL IDENTITY
TAGLINE: PUSH YOUR LIMITS.
POSSIBLE BRAND MESSAGES
• Play your role in the Armored Warface's story.
• Choose your crew, build your armored vehicles and cooperate with your team up to victory.
• Become a War Chief Officer in an massive worldwide modern-day tanks.
HUMAN CHARACTERS IN THE PROMO ARTS.
KEY COMMUNICATION
CORE PILLARS
• Dynamic
• Advanced
• Modern
• Wild
• Mind-blowing
• Explosive
• Anti-tanks
• Incredible
• Hitting
• Destroyed
• Testing
• Upgraded
• Cooperative
• Challenging
• Alterating
• Immersive
• Time-changing
• Professional
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AND A GLOBAL BRAND / MARKETING STRATEGY FOR THE EXISTING CORE AUDIENCE & TARGET AND
INFLUENCERS IN EUROPE
PRODUCT LIFECYLE’S KEY
METRICS
• Media coverage
• Community sentiment &
Feedback
• Servers & Payment stability
• Players (new accounts, geos
etc.)
• Users LTV
• Money (ARPU, ARPPU, ARMAU,
ARMPU)
• Retention rate (D+1,D+7, D+30)
• Churn rate (%)
RETENTION
Emailing, flash
promos, in-game
rewards, branded
contents
MONETISATION
In-game ads, bundles & items,
branded contents, consumer
promotions, eSports items,
merchandises, Mobile app…
ACQUISITION
Landing page, Steam game
page,
ATL / BTL activities – SEO/SEM,
Affiliation,
Events, Media, Community, PR,
Live stream,
Cross-promotion,
Partnerships with media &
brands
ENGAGEMENT
In-game events, tournaments,
prizes, Live streams, Mobile
app companion…
VIRALITY
Social media
links,
in-game referrals
and rewards,
codes, chat
services, Mobile
App companion
WINBACK
Automated CRM
(personal messages,
call to action), Mobile
app companion
Elphège KOLINGBA - ©Armored Warfare – Brand plan proposal (2015-2017) 8
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KEY CAMPAIGNS ASSETS
ACQUISITION LANDING PAGE + AW GAME PAGE ON STEAM
5 VIDEOS FOR LAUNCH / POST-LAUNCH
x1 CGI trailer, x2 gameplay footage, x1 Dev. Story, x1 live action + in-
game footage
GAME WEBSITE EVOLUTION + GAME
WIKI
(new sections, branded contents)
DIGITAL TEMPLATES / CONTENTS
Emailing, social media pages skins, artworks, wallpapers, banners & visuals, videos
ads materials,
community magazine, Armored Warefare web serie (YouTube)
PR / MEDIA KITS
press release, promo codes, screenshots,
trailers
MERCHANDISES + PROMO CODES + RETAILS PC CARDS TO
SELL
Boardgame for Militaria, Lighters, floatable beds with a Tank shape
and the tagline #PUSHYOURLIMITS, USB chargers, Tee-shirts,
sweatshirts, bags etc.
SOCIAL MOBILE APP COMPANION – FOR PC USERS ACQUISITION, MONETISATION,
RETENTION
1
2
3
4
5
6
7
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AW P&L STRATEGY WILL FOCUS ON THE COMMUNITY GROWTH, BRAND EXPERIENCE AND
PARTNERSHIPS TO PROMOTE THE GAME*
*MARKETING INITIATIVES TO CREATE,
BUILD, EXPAND THE BRAND
INVESTMENTS
PRODUCT & CONTENT DEVELOPMENT
(branded content, Mobile apps, merchandises)
30%
MEDIA & INFLUENCERS MARKETING
(70% online, 30% offline)
30%
PARTNERSHIP
(cross-promotion, content
integration with media, co-branding & business
opportunities)
20%
COMMUNITY INITIATIVES 20%
EVENTS 10%
TOTAL 2 000 000
*Marketing activities should be consumers BUT ROI focused (bring new users) with a mix of branding and performance marketing (CPA/CPL). Strong Partnerships with Digital initiatives will be keys to the brand health and growth.
THE DREAM TEAM FOR THIS KIND OF PROJECT
• Content Manager
Copy strategy, SEO, onsite branded content development
& ads messaging support
• Country Community Manager
Social Media / website written contents, customer support
• Marketing Manager
Business intelligence, oversee NPD,
Online/Offline Advertising & Promotions with brands / gears /
media partners
• Social Media Marketing Manager
Ads set-up / optimizations in main social channels in Europe
• SEM / SEA / SEO Manager
Search, Seo optimisation , Display & Text messaging retargeting
in Europe
(Google network, Bing, Yahoo)
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51 Shades of Brand Management - Build Cracking User-Centric Brand plans & Marketing strategies

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51 Shades of Brand Management - Build Cracking User-Centric Brand plans & Marketing strategies