The client, an independent games studio based in Canada, is composed of veterans from console game development, television production and web software development. They’ve created or contributed to a number of web and mobile games based on popular Canadian television series.
The client requested support to help them transition from primarily television clients to more contract work in the game industry, while simultaneously pursuing grants from the Canadian government to bolster their internal development efforts. They were also interested in PR and Marketing support for their award-winning pinball RPG (from now referred as the game), during industry trade shows and events, and to investigate licensing opportunities for the IP.
The challenge was to create two overlapping compelling sales and marketing strategies:
- The first focused on positioning the client as a reliable high-quality development partner for companies in the game industry and a solid candidate for grant funding.
- The second focused on identifying and outreaching to media to demonstrate the unique and engaging aspects of the game.
Our kickoff included comprehensive studio and marketing audit to help the team to identify potential customers, core strengths and unique qualities that differentiated them.
We also discussed the best publishing deal: The team’s original plan was to self-publish the game on PC and work with an external publisher on a free-to-play version for mobile; however, after reviewing the game, we recommended that the client investigate opportunities for console versions of the game, as well as find a publisher for the existing PC and mobile platforms. We utilized our extensive contact list to arrange meetings with potential publishing and work-for hire partners at both the 2014 Game Developer’s Conference (GDC) and Casual Connect.
Concurrently, we worked with the client to polish their existing press kit, and develop a communications plan and pipeline for South by Southwest Interactive and GDC. We outreached to our media contacts as well as members of the press to secure meetings and generate awareness. Post-conference the TPG team continued follow-up to secure business interest and media coverage. In addition, we advised the creation of additional sales materials based on platform and monetization possibilities that appealed to a wide variety of publishing partners.
The Powell Group helped to successfully negotiate a publishing deal for not only the PC / Mac versions of the game but also versions of the game for PlayStation Vita and PlayStation 4. We’re currently in discussions with a publisher for a premium mobile version of the game that would include additional content.
“Jay and his team are resourceful, creative, and agile, and have a laser-sharp focus on accomplishing our goals. They went above and beyond our expectations by helping us find a fantastic publishing partner, negotiating a mutually beneficial deal for us, and enabling the product to be released on additional platforms.”
Our team continues to work with the client to promote their new IP, obtain letters of support for important grants, and bring them new opportunities for work-for-hire.
See how we can help tailor your publishing strategy and bring your games to market. Contact us today.