I want PR: what do I need to publish in the media?

Today, it is more difficult than ever for mobile game developers to attract an audience to their products. Moreover, we are talking not only about traffic, but also about attracting attention from the media. We talked about working with them with representatives of PR agencies: Roman Goroshkin from ITLabz and Maxim Fomichev from Kool Things.

Does it make sense to promote mobile games in Russia today? What will PR give to a specific product?Roman Goroshkin

Roman: It certainly makes sense.

The question is in the approach. It’s no secret that there is not that little original content in the gaming press of our region, but even if there is, it is not referenced in such volumes, such as publications of major foreign gaming (and not only) media. Therefore, it is necessary to promote, but it is necessary to approach this issue globally. Accordingly, such a comprehensive PR will give the maximum effect. Well, if we talk only about Russia, then publications on really large sites with a lot of traffic work best. The question of the cost of such PR.

Maxim FomichevMaxim: PR is a subtle tool that has a very specific purpose for the publisher/developer.

First of all, it is attracting a core audience, respectively, and promoting your product through the media is worthwhile if you have a task to catch up with hardcore players in order to create a “life” in your game. Basically, it is necessary for various MMO products, or those games for which the competitive moment is important. Another option is games based on well–known franchises, which will be written about, first of all, because of the setting. A good example of such use of the media is Space Wolf.

If we talk about the types of sites, then “which wall to beat your head against”. In other words, what will give the best result under generally equal conditions: publication in electronic media, in a video blog, on television? Maybe somewhere else? And in general, what is the difference in terms of efficiency between similar types of sites?Roman: It is necessary to combine and come up with interesting reasons.

And if you have something really cool, then there will be mentions in video blogs and in other electronic media. As for efficiency, it is best, of course, reviews on websites about games, mobile devices and gadgets. The difference is that it is easier and more convenient to count the conversion from them.

Maxim: As always, everything depends on your capabilities and needs. Do you want to bring not very many hardcore fans? Go to the media. Do you want to “shoot a cannon at sparrows” without special targeting? You have a direct path to the TV screens (Nekki company has very clearly demonstrated the effectiveness of this channel recently). As for bloggers, I want to note that this is a “sword without a handle”. Unlike the media, bloggers are often not bound to you by any obligations, and the number of views they have is directly tied not to the quality of materials, but to the outrageousness of their posts, which, in turn, can lead to a situation where the game is being muddied for your money.

We all know that just writing letters, a la “we are good, write about us” is not the most effective way to make yourself felt. Hence the question: how to promote your project among the media so that at least they notice which rules should be followed?Roman: Well, let’s start with the fact that relations with the press should be built carefully, but confidently and competently.

There are standard tips from PR people, such as “meet the editor”, “make friends on social networks”, “go to an event” and “meet in person”, yes, in the end, just visit the editorial office. Although all this only works when you have something to talk about on a regular basis. If you need one publication per year on one resource, then it’s easier through the advertising department. Yes, and if they write about you in Forbes or WSJ, then most likely the local media will notice you.

Publications about King are not uncommon on the pages of the WSJ Maksim:

When you are developing a media promotion strategy, first of all, you should pay attention to the product properties of your game – game mechanics, art style, some kind of super-voice acting. In general, everything that might interest the core audience. At this moment, the main thing is to separate the wheat from the chaff, i.e. it is necessary to clearly understand where the real USP is, and where is the fruit of your art director’s personal pride. It is unlikely that any of the journalists will really be interested in the fact that your diamonds have 7 faces, and not 8, like your competitors.

If you can’t find really cool chips, try to focus on the story. Is your game based on a cool universe? Tell us about how you interacted with the license holder! Are there famous developers in your team? Let them share their personal feelings about the game in an interview, or tell you how they always wanted to make just SUCH a game, but evil managers forced you to clone Clash of Clans from time to time. Were you advised by Levelord during the creation of the levels? 

If that doesn’t work out, it means “it’s time for fucking stories.” Figure out in what detail your project may be the first or the only one, use positioning that does not convey product properties (“Bubble Beach Quest 3 is the most bubbly game in the AppStore!”), rewrite the script for something topical. Inspiration in creating such stories can be drawn from industries where a large mass of competitors produce a product with the same properties, for example, in alcohol and tobacco.

And the last question: the development time of a mobile project, on average, rarely takes more than six months. To make a clone – much less. Because of this, many are afraid to announce the game long before the release. Therefore, today there is a common practice – to announce the game in a week or two. To what extent does such a strategy justify itself and, do you think, which strategy is better to stick to while promoting your project?Roman: PR of clones is generally a difficult and “creative” business.

Given that there is usually no separate PR person or press service for teams that are engaged in such development, then the point in deep elaboration of the strategy and building a calendar of announcements is minimized.

Read about a hard-hit clone Heroes of War: Orcs vs Knights – few people are interestedAs for what strategy to stick to – make good games, with original gameplay, build good and interesting relationships with the press, both ours and foreign, and you will succeed!

Maxim: Preview in the mobile industry is a relic of “big” games that have been developed for many years, in stages, which means that you can show content in several iterations. In most modern mobile games, there are usually 1-3 core mechanics that are inextricably linked to each other (for example, tactical combat + base construction), so if you show the project in chunks, there is a great chance of not showing something important, and if the whole thing – there will be too little content for the final review. If your game is more complicated than match-3, the game universe is quite well “sold” at the pre-launch stage, especially if you are making a cross-media product or based on well-known franchises.

Thanks for the interview!