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