Standard iOS Launch Plan(Paid Model)

(2 months)

Pre-Launch(2-3 weeks before launch)

• Create key message and media kit for use in outreach– What is your game?– Feature list– 5 screenshots– Trailer video– Logo

• Define advertising launch partners either CPA network or individual ad buys (~$2,000 - $4,000 budget)

• Create ads

Ad Unit Guidelines

RecommendedMaximumInitialDownloadFileweight

RecommendedAnimationLength(Seconds)

300 x 250 IMU - (Medium Rectangle) View IMU 40k :15

180 x 150 IMU - (Rectangle) View IMU 40k :15

728 x 90 IMU - (Leaderboard) View IMU 40k :15

160 x 600 IMU - (Wide Skyscraper) View IMU 40k :15

300 x 600 IMU - (Half Page Ad) View IMU 40k :15

120 x 60 IMU - (Button 2) View IMU 20k :15

88 x 31 IMU - (Micro Bar) View IMU 10k :15

Launch Activities(Launch week and 4-5 weeks after)

• Draft and distribute a news release announcing that the game is available

• Turn on advertising campaign and begin tuning performance• Pitch iOS editors and reviewers and provide the game for

evaluation via gifting and developer codes (cost ~$250 additional for publisher)

• Pitch interview opportunities – likely 4-5 interested sites at launch stage (hopefully)

Launch Activities(Launch week and 4-5 weeks after)

• Perform outreach to mainstream consumer media to try to generate wider coverage – if there is a relevant pitch angle

• Develop creative pitch angle that expands beyond the core campaign

• Aggregate coverage and awards and update game product page on website to tell new consumers how great it is

• Decide whether to increase/decrease ad spend, continue or discontinue media outreach program

• Tune outreach campaign to markets with greatest success and interest

Digital Download Percentages• Steam – 51%• Amazon – 11%• Gamestop (including Impulse) – 11%• Games for Windows Live – 9%• EA Store (now Origin) – 5%• Direct2Drive (part of Gamefly) – 5%• Gamersgate – 1%• Gamesplanet – 1%• Gametap – 1%

Thank You

sean@ide-agency.comwww.iesherpa.com