Chapter 6

Developing the Marketing Plan

Marketing plans vary considerably from one game to another.

As you might imagine, a movie studio wouldn’t take the same approach to marketing a summer popcorn movie as it would to marketing a more literary boutique film.

When thinking about the best ways to market your project, start with a frank assessment of your game, whom it appeals to, and which kinds of marketing programs would fit best. While PR can often work very well, press interest might be lower for some games than others. Marketing plans for these games should include other kinds of vehicles—such as direct audience building and outreach, advertising ...

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