INDIRECT ADVERTISING Advertising that is indirect in its address to the audience. Indirect is a bit trickier to get your head around - the best way to look at it is marketing that DOESN’T explicitly target an audience DIRECTLY - it's a type of marketing isn’t obvious in its “sell” and attracts the potential consumer by delivery other benefits (information, entertainment etc). Best example is: the celebrity interview. The indirect advertising for Iron Man 3 would be Robert Downey Jr appearing on a chat show. The potential audience primarily tunes in to be entertained by the wirey Hollywood star and INDIRECTLY audience find out that Iron Man 3 is out on that Friday and “has best fight scenes Downey Jr has ever been in”. Your problem is that very few games developers get asked onto Graham Norton. PRESS COVERAGE An effective way of raising awareness is to get the press (bloggers, reviewers etc) to talk about your game. This could a preview before release or a (good) review post release. The trick is getting them to write about your game. Options include: Send odd merchandise - the inventive and interesting stuff will get them curious. Visit them or send code for them to try out the game. Offer interviews with key talent on the game. WRITE ABOUT IT YOURSELF If no one will write about your game - do it yourself: Pitch articles to the press about making the game or perhaps something about content related to your game. Write a ’10 things you didn‘t know about snails” for a kids nature site/magazine and be sure to mention your game in the closing paragraph. Offer to write a GameSalad tutorial for a relevant Indie game site. CREATE AN EVENT, PULL A STUNT Coming up with a stunt/event that get people talking is an effective way of getting consumers curious about your product - it could be flash mob, some street theatre - anything the creates interest and leads your audience to discovering your product. For example: EA gave away free petrol from one station near London to promote Mercenaries 2. Their was traffic gridlock, an MP got involved - but Mercenaries 2 was mentioned in the news. For Resident Evil 6 Capcom opened a fake butchers in London that sold human body parts - cue Daily Mail outrage and more coverage. BE CAREFUL THAT YOUR STUNT IS NOT ILLEGAL OR IN BAD TASTE AS NOT ALL PUBLICITY IS GOOD CREATE A RELATED MEDIA PRODUCT It’s a long way around it but creating other media products that lead interest to your product can be incredibly successful. Rockstar created a simple Facebook game to help promote the release of Red Dead Redemption. Fez got a lot of exposure by being featured in Indie Game the Movie. Many publishers create spoof content (twitter feeds, blogs, Facebook pages) that is related to their game e.g. Sam Fisher from Splinter Cell had his own Twitter feed releasing details of the plot. Rockstar created the Facebook parody Life Invader before the release of GTA V.

Indirect advertising

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PRESS COVERAGEAn effective way of raising awareness is to get the press (bloggers, reviewers etc) to talk about your game. This could a preview before release or a (good) review post release. The trick is getting them to write about your game. Options include:Send odd merchandise - the inventive and interesting stuff will get them curious.Visit them or send code for them to try out the game.Offer interviews with key talent on the game.

WRITE ABOUT IT YOURSELFIf no one will write about your game - do it yourself:Pitch articles to the press about making the game or perhaps something about content related to your game.Write a ’10 things you didn‘t know about snails” for a kids nature site/magazine and be sure to mention your game in the closing paragraph.Offer to write a GameSalad tutorial for a relevant Indie game site.

CREATE AN EVENT, PULL A STUNTComing up with a stunt/event that get people talking is an effective way of getting consumers curious about your product - it could be flash mob, some street theatre - anything the creates interest and leads your audience to discovering your product. For example:EA gave away free petrol from one station near London to promote Mercenaries 2. Their was traffic gridlock, an MP got involved - but Mercenaries 2 was mentioned in the news.For Resident Evil 6 Capcom opened a fake butchers in London that sold human body parts - cue Daily Mail outrage and more coverage.BE CAREFUL THAT YOUR STUNT IS NOT ILLEGAL OR IN BAD TASTE AS NOT ALL PUBLICITY IS GOOD

CREATE A RELATED MEDIA PRODUCTIt’s a long way around it but creating other media products that lead interest to your product can be incredibly successful.Rockstar created a simple Facebook game to help promote the release of Red Dead Redemption.Fez got a lot of exposure by being featured in Indie Game the Movie.Many publishers create spoof content (twitter feeds, blogs, Facebook pages) that is related to their game e.g. Sam Fisher from Splinter Cell had his own Twitter feed releasing details of the plot. Rockstar created the Facebook parody Life Invader before the release of GTA V.