it’s the biggest factor in a video game
success or failure hi I’m Rebecca
Brayton and welcome to watchmojo.com our
host Mike Patel got the chance to speak
with industry analyst Jesse Dybbuk about
the importance of marketing I want you
be games budgets should typically go
into marketing video games interactive
you know video games has only been
around as a serious platform as a
serious industry for about I don’t know
maybe 10 years so a fortune is just not
enough data I like to think that out of
the total revenue you expect you should
spend about 15 to 20 percent on
marketing the one thing I do know for
sure is that we don’t spend enough on
marketing I think video game companies
skimp on marketing way too often and
that comes out of sacrifice in fact if
you want to know the exact stat
marketing in terms of its correlation or
its influences to sales marketing
influences sales three and a half times
more than game quality or game review
scores so marketing is probably the
single most important feature do you
feel that game developers put more
marketing dollars behind new IPs or
established franchises they certainly
put them behind established franchises
because there’s less risk involved and
that’s the problem it’s like a
self-fulfilling prophecy so a games like
Mirror’s Edge write Aamir said – it’s
pretty decent game but didn’t have a lot
of marketing but back behind it the
reason why EA didn’t want to back the
marketing because it was a risk there I
mean it was a first-person platformer it
was really a new genre publishers are
just like financial mutual funds they
minimize risk diverse the portfolio most
in new intellectual properties do not
succeed because I believe of marketing
but if they do somehow be able to crash
through that ceiling then all sudden
they get all the marketing when in truth
the truth is they should be supporting
it with a lot of marketing for the new
intellectual property and then once it’s
well known you don’t really need to
market it because then it’s a brand
that’s an established brand it’s
something that’s recognized do game
developers ever go out on a hunch or do
they follow the analysts with marketing
it’s very hard to trust data because
when you are a game a level designer a
programmer you look at video games from
an art form and that does truly come
from from within
State but the truth is data drives
everything every movie that’s coming out
a lot of people want to atribute it to
the good writers or crude producers but
the realism of the situation is that
everything’s being backed by data
there’s some executive at Paramount that
green-lighted you know transformers
because the data support of it should
you go against creative instinct no you
shouldn’t it because there still needs
to be people out there to who think
outside the box if everybody just looks
at historical data and bases their games
off that that we’re never going to
evolve in the industry but if you decide
to go with your gut and go against data
it’s a big risk and here’s a good
example a little big planet right a
little big planet took a huge risk there
was no data out there to actually
support that user-generated content
would work on the ps3 Sony took a huge
risk Media Molecule took a huge risk
with that product it was of God instinct
and it succeeded but at the same time
for every little big planet there’s five
other games that can pull a bomb because
then what were their creative instinct
but those are important because those
are games that really do evolve the
industry thank you very much it’s been
very informative oh no I definitely
appreciate it any time
success or failure hi I’m Rebecca
Brayton and welcome to watchmojo.com our
host Mike Patel got the chance to speak
with industry analyst Jesse Dybbuk about
the importance of marketing I want you
be games budgets should typically go
into marketing video games interactive
you know video games has only been
around as a serious platform as a
serious industry for about I don’t know
maybe 10 years so a fortune is just not
enough data I like to think that out of
the total revenue you expect you should
spend about 15 to 20 percent on
marketing the one thing I do know for
sure is that we don’t spend enough on
marketing I think video game companies
skimp on marketing way too often and
that comes out of sacrifice in fact if
you want to know the exact stat
marketing in terms of its correlation or
its influences to sales marketing
influences sales three and a half times
more than game quality or game review
scores so marketing is probably the
single most important feature do you
feel that game developers put more
marketing dollars behind new IPs or
established franchises they certainly
put them behind established franchises
because there’s less risk involved and
that’s the problem it’s like a
self-fulfilling prophecy so a games like
Mirror’s Edge write Aamir said – it’s
pretty decent game but didn’t have a lot
of marketing but back behind it the
reason why EA didn’t want to back the
marketing because it was a risk there I
mean it was a first-person platformer it
was really a new genre publishers are
just like financial mutual funds they
minimize risk diverse the portfolio most
in new intellectual properties do not
succeed because I believe of marketing
but if they do somehow be able to crash
through that ceiling then all sudden
they get all the marketing when in truth
the truth is they should be supporting
it with a lot of marketing for the new
intellectual property and then once it’s
well known you don’t really need to
market it because then it’s a brand
that’s an established brand it’s
something that’s recognized do game
developers ever go out on a hunch or do
they follow the analysts with marketing
it’s very hard to trust data because
when you are a game a level designer a
programmer you look at video games from
an art form and that does truly come
from from within
State but the truth is data drives
everything every movie that’s coming out
a lot of people want to atribute it to
the good writers or crude producers but
the realism of the situation is that
everything’s being backed by data
there’s some executive at Paramount that
green-lighted you know transformers
because the data support of it should
you go against creative instinct no you
shouldn’t it because there still needs
to be people out there to who think
outside the box if everybody just looks
at historical data and bases their games
off that that we’re never going to
evolve in the industry but if you decide
to go with your gut and go against data
it’s a big risk and here’s a good
example a little big planet right a
little big planet took a huge risk there
was no data out there to actually
support that user-generated content
would work on the ps3 Sony took a huge
risk Media Molecule took a huge risk
with that product it was of God instinct
and it succeeded but at the same time
for every little big planet there’s five
other games that can pull a bomb because
then what were their creative instinct
but those are important because those
are games that really do evolve the
industry thank you very much it’s been
very informative oh no I definitely
appreciate it any time
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