Moun&Blade
Transcript: Ankaraka Digital Game Industry Report - 2016 Turkish Game Market 2016 Report-Gaming in Turkey Opportunities: Potential of penetration Competition Dynamics Corporate objectives: Better than previous versions, Better than competitors. Marketing Objectives: Reaching larger players than before In case of award winning, it is going to be communicated through the channels listed In case of a competitive new product in the market: communicating the differential advantages of M&B like different modes, feeling of many games in one game. A competition in price is not expected but in case, in order to keep loyal customers, prices can be adjusted Objectives •Horse combat game •Starts with a character creation •Aim: Occupying castles, engaging in wars, completing the missions • Room for improvement; –Language option is not adequate –Undifferentiated missions –Bugs Steam platform SteamSpy Statistics - user profiles Steam DB The number of players Sales numbers Prices & discounts Seasonal Sales Reports Launching the new game: Mount&Blade II-Bannerlord! Distribution Objectives Strategies Situation Analysis Pricing Stable & continuous demand Competitive market High standards on new product entry Weaknesses: No financial support from a well-known producer Very few investment on advertising Interview with Yelda Şekercioğlu- Taleworlds Marketing Executive In Turkey - Aral & TTnet International - 20 different contractual distributers: Steam HumbleBundle GOG Warband console version: Boxed dist. - Koch Media Digital dist. - Playstation and Microsoft Strenghts: Unique category Different modes: Vikings, Game of Thrones,Napoleon Wars Mode Loyalty: Buy the next product •Participate in international digital sales platforms •First develop the Beta version of the game •Improvements in technical service support based on players’ feedback •Continue using publicly available statistical information M&B is a game taken place in Medieval Ages The game includes role-playing and strategy Competitors; –For Honor –Kingdom Come –Total War –Reign of Kings First group is standard people, playing for fun or to escape Contingency Plans Independent video game development company, located in ODTU Teknokent Found in 2005 Bilge Turhan Şahin Akgün Mutlu Doydum ..and the GAMERS Professionals or playing on regular basis Target group of Mount&Blade Competitors Competitive dynamics in gaming industry: Upward trend in mobile games, Cannibalization affect, Local mergers & alliances, Adoptation to new technologies Monitors - Controls Informations and Evaluations Customers Strategy-Sales Distribution, Product Development Purchasing habbit: one or two games a month Segmentation based on playing habbis: multiplayers, cooperators, single players Female minority, male dominated profile Two types of customers Budget Objectives Product Customers Annual Marketing Plan for 2018 Steam Mount&Blade released on 2008 Use the same Distribution Channels Expecting to reach more sales than previous versions of the game Provide technical service support Advertising objective: Increasing the recognition of the game in the game industry Export to 212 countries About Mount&Blade Situation Analysis-Market Competition Interested in fantacy movies and books like the Lord of the Rings, Game of Thrones Pricing method Going rate and promotional pricing High value but regional purchasing power is a concern Sales promotions Managed by the distribution channel, Steam Bundling with other products Halloween,Christmas and summer discounts Already playing the games in the same category like Total War And other games like WoW, League of Legends, Dota Company allocates its annual budget according to categories defined in the pie chart Marketing is 10% of the total budget Highest budget is allocated for coding There will be no increase in the budget for 2018 Threats: Development requires different engines, takes time. Threat of loosing customers in the development process •Turkey Population: 80 m •Young Population: 14.5 m •Internet Users: 46 m •Gamers: 29.3 m Targeted Advertising & PR Activities Contingency Plans Resources Power of WoM Social media Youtube gameplay videos Trade fairs for videogames like Gamescom Online ads Forums TV interviews Tournaments: The Battle of Bucharest Budget Situation Analysis Distribution Pricing objective: Meeting competition Adjusting accordingly to the regional income levels Total Generated Game Revenue: 755 m USD Taleworlds has full control on website and Steam Limited control on local distributers like D&R, Mediamarkt Current Prices: Mount&Blade 2008 : 14,99 TL Mount&Blade Warband : 29,99 TL Full Collection (5 games) : 70,00 TL; 45,00 USD for United States Producing high-quality products Better visuals Challenging story arc Satisfying all needs of the customers Increasing degree of enjoyment