MARKETING AND
P
UBLIC RELATIONS
In This Chapter
Working with Marketing
• Packaging
• Demos
• Marketing Assets
Working with Public Relations
• Tradeshows
Asset Deliverable Checklist
13.1 I
NTRODUCTION
T
he marketing team, in conjunction with the game’s producers, coordinates
the game’s marketing campaign with its release date. The team’s mission
is to generate game sales through advertising, so they need input from
the development team in order to ensure that the game’s key features are com-
municated effectively to the audience. However, though they may simply want
to create a high-quality game that does well, marketing’s last-minute asset or
feature requests can create friction with the development team. In this chapter,
we’ll discuss ways to keep the relationship between the marketing department
and development team harmonious.
Chapter 13 Chapter 13
206 THE GAME PRODUCTION HANDBOOK, 2/E
13.2 WORKING WITH MARKETING
It’s important to involve the marketing department early in the development
process, as they have access to a great deal of information about competing
games, focus testing, sales, and industry trends. During the concept stage, the
game’s core hook is usually decided on, and marketing often has useful feedback
on this hook.
To facilitate communication with marketing, establish a single point of con-
tact on the development team whose job it is to work with the marketing team.
If marketing requests demo code from one developer, game code status reports
from another, and manual assets from a third, the situation can become confus-
ing and frustrating for the development team. Misunderstandings about prod-
uct features can create ill will among the fans if misinformation is disseminated
through interviews or the game’s web site. A solid communication pipeline will
minimize the risk of such problems.
The development team will need to furnish the marketing department with
screenshots, demos, game builds, and the manual text. The marketing team’s
requests can seem overwhelming particularly if the team doesn’t know in ad-
vance what to expect. However, if the development team’s contact is working
closely with the marketing team, and can schedule requests for deliverables, it
can streamline the process, reducing the pressure on the development team.
Development Milestone Schedule
Prior to making requests, the marketing team needs to be aware of the devel-
opment schedule, in order to avoid requests for assets during critical develop-
ment dates. The marketing contact will be aware of major milestones, and
can help the marketing team establish a schedule, which should include the
following:
Alpha
Beta
Submission
Code release
Release date
Figure 13.1 is a schedule with the key development milestones and general
timeline information.
Game Documentation
Marketing will need information about the game’s story, main characters, and
features in order to create an effective ad campaign. They’ll also need to know

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