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    The document provides an overview of a presentation on conveying the value of a game. It discusses defining value from the customer's perspective in terms of benefits received versus costs incurred. It also covers developing a customer value proposition that identifies the key benefits of the game and how it differs from competitors, focusing on the most important value it provides players. The presentation recommends crafting unique, empathetic messages about the game that excite players and are simple and easy to understand.

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    The document provides an overview of a presentation on conveying the value of a game. It discusses defining value from the customer's perspective in terms of benefits received versus costs incurred. It also covers developing a customer value proposition that identifies the key benefits of the game and how it differs from competitors, focusing on the most important value it provides players. The presentation recommends crafting unique, empathetic messages about the game that excite players and are simple and easy to understand.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    2 views61 pages

    SOLID GOLD Gama Sutra Self Publishing

    Uploaded by

    thefightingmongoose
    The document provides an overview of a presentation on conveying the value of a game. It discusses defining value from the customer's perspective in terms of benefits received versus costs incurred. It also covers developing a customer value proposition that identifies the key benefits of the game and how it differs from competitors, focusing on the most important value it provides players. The presentation recommends crafting unique, empathetic messages about the game that excite players and are simple and easy to understand.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 61

    CONVEYING YOUR

    GAME’S VALUE
    @TheVTran
    Hello!
    I’M VICTORIA TRAN
    ○ Community Director Innersloth
    Among Us, The Henry Stickmin Collection

    ○ Prev: Communications Director at Kitfox Games


    Boyfriend Dungeon, Dwarf Fortress, Pupperazzi, etc.

    ○ Twitter - @TheVTran
    8290
    Steam games were released in 2019
    SteamSpy
    What we’re NOT covering

    ● Funding/business development

    ● Press, influencers, marketing-ish

    ● Community building

    @TheVTran
    Agenda
    1. Intro

    2. What is “value”?

    3. Customer Value Proposition

    4. Message crafting
    @TheVTran
    1.
    INTRO
    What do we need before we start?

    @TheVTran
    @TheVTran
    TIME?

    ENERGY??

    IN THIS ECONOMY??
    @TheVTran
    VALUE
    @TheVTran
    @TheVTran
    2.
    WHAT IS “VALUE”?
    Perceived Value = Benefits - Cost

    @TheVTran
    Marketing ≠ You

    @TheVTran
    Valuable to whom?
    ● Segment: press, influencers, players
    ○ genre, interests, location
    ● Place in buyer’s journey
    ● Market research
    ● Quantitative data
    ● Your existing community
    @TheVTran
    Perceived Value

    @TheVTran
    How are products valuable?
    1) Functional: qualities of the product
    2) Emotional: how the product makes a
    customer feel
    3) Life-Changing: the product alters the life of
    the customer
    4) Social Impact: the product alters the life of
    others

    @TheVTran
    Games = Emotional
    ● Reduces anxiety
    ● Rewarding
    ● Nostalgia
    ● Aesthetics
    ● Fun/entertainment
    ● Community
    @TheVTran
    PERCEIVED VALUE
    =
    Benefits

    @TheVTran
    PERCEIVED VALUE
    =
    Cost

    @TheVTran
    Perceived Value

    Total Benefit Total Cost

    ● Product ● Nostalgia ● Monetary


    ● Reduces anxiety ● Attractiveness ● Psychic
    ● Rewarding ● Aesthetic ● Energy
    ● Entertainment ● Replay value ● Time (playing the game but
    ● Affiliation also learning how to play it)
    ● Community ● Renewal costs
    ● Status ● Poor CX
    ● Your reputation ● Stress accessing your game
    ● Platform

    @TheVTran
    PERCEIVED VALUE
    =
    Benefits – Cost

    @TheVTran
    3.
    CUSTOMER VALUE
    PROPOSITION (CVP)

    Choosing your marketing angle and finding your value

    @TheVTran
    the full, persuasive explanation as to
    why someone would want your game
    and what they’d get if they bought it

    @TheVTran
    BENEFITS

    Your value
    proposition

    DIFFERENCES FOCUS

    @TheVTran
    ALL BENEFITS
    CONSISTS OF ANSWERS THE QUESTION
    All the positives to playing your Why should I buy this game?
    game

    REQUIRES POTENTIAL PITFALL


    Knowing what your game Benefit assertion
    offers

    @TheVTran
    ALL BENEFITS
    CONSISTS OF ANSWERS THE QUESTION
    All the positives to playing your Why should I buy this game?
    game

    REQUIRES POTENTIAL PITFALL


    Knowing what your game Benefit assertion
    offers

    @TheVTran
    @TheVTran
    ALL BENEFITS
    CONSISTS OF ANSWERS THE QUESTION
    All the positives to playing your Why should I buy this game?
    game

    REQUIRES POTENTIAL PITFALL


    Knowing what your game Benefit assertion
    offers

    @TheVTran
    ALL BENEFITS
    CONSISTS OF ANSWERS THE QUESTION
    All the positives to playing your Why should I buy this game?
    game

    REQUIRES POTENTIAL PITFALL


    Knowing what your game Benefit assertion
    offers

    @TheVTran
    ALL BENEFITS
    CONSISTS OF ANSWERS THE QUESTION
    All the positives to playing your Why should I buy this game?
    game

    REQUIRES POTENTIAL PITFALL


    Knowing what your game Benefit assertion
    offers

    @TheVTran
    FAVORABLE POINTS OF
    DIFFERENCE
    CONSISTS OF ANSWERS THE QUESTION
    All the positives compared to Why should I buy this game
    your competitor over another similar one?

    REQUIRES POTENTIAL PITFALL


    Knowing what your game Value presumption
    offers AND your competition

    @TheVTran
    FAVORABLE POINTS OF
    DIFFERENCE
    CONSISTS OF ANSWERS THE QUESTION
    All the positives compared to Why should I buy this game
    your competitor over another similar one?

    REQUIRES POTENTIAL PITFALL


    Knowing what your game Value presumption
    offers AND your competition

    @TheVTran
    FAVORABLE POINTS OF
    DIFFERENCE
    CONSISTS OF ANSWERS THE QUESTION
    All the positives compared to Why should I buy this game
    your competitor over another similar one?

    REQUIRES POTENTIAL PITFALL


    Knowing what your game Value presumption
    offers AND your competition

    @TheVTran
    FAVORABLE POINTS OF
    DIFFERENCE
    CONSISTS OF ANSWERS THE QUESTION
    All the positives compared to Why should I buy this game
    your competitor over another similar one?

    REQUIRES POTENTIAL PITFALL


    Knowing what your game Value presumption
    offers AND your competition

    @TheVTran
    FAVORABLE POINTS OF
    DIFFERENCE
    CONSISTS OF ANSWERS THE QUESTION
    All the positives compared to Why should I buy this game
    your competitor over another similar one?

    REQUIRES POTENTIAL PITFALL


    Knowing what your game Value presumption
    offers AND your competition

    @TheVTran
    RESONATING FOCUS
    CONSISTS OF ANSWERS THE QUESTION
    Key difference (or similarity) What is the most worthwhile
    that brings the greatest value thing?

    REQUIRES POTENTIAL PITFALL


    Knowing how you deliver Researching what relevant
    superior value players want

    @TheVTran
    RESONATING FOCUS
    CONSISTS OF ANSWERS THE QUESTION
    Key difference (or similarity) What is the most worthwhile
    that brings the greatest value thing?

    REQUIRES POTENTIAL PITFALL


    Knowing how you deliver Researching what relevant
    superior value players want

    @TheVTran
    @TheVTran
    RESONATING FOCUS
    CONSISTS OF ANSWERS THE QUESTION
    Key difference (or similarity) What is the most worthwhile
    that brings the greatest value thing?

    REQUIRES POTENTIAL PITFALL


    Knowing how you deliver Researching what relevant
    superior value players want

    @TheVTran
    RESONATING FOCUS
    CONSISTS OF ANSWERS THE QUESTION
    Key difference (or similarity) What is the most worthwhile
    that brings the greatest value thing?

    REQUIRES POTENTIAL PITFALL


    Knowing how you deliver Researching what relevant
    superior value players want

    @TheVTran
    RESONATING FOCUS
    CONSISTS OF ANSWERS THE QUESTION
    Key difference (or similarity) What is the most worthwhile
    that brings the greatest value thing?

    REQUIRES POTENTIAL PITFALL


    Knowing how you deliver Researching what relevant
    superior value players want

    @TheVTran
    4.
    MESSAGE CRAFTING
    How are you going to convey this

    @TheVTran
    UNIQUE
    @TheVTran
    UNIQUE
    @TheVTran
    @TheVTran
    @TheVTran
    Creating
    ● Write!!!

    ● Take a break

    ● Write some more

    @TheVTran
    Empathy
    ● Remember WHY someone did/didn’t like
    something

    ● Understand their world

    ● Share story not just stats

    @TheVTran
    Details
    ● “Design” how words
    look on a page

    ● Create vibrant
    pictures
    ○ Solve crimes VS
    solve murders

    ● Simple ≠ generic
    @TheVTran
    Excitement
    ● Expressive verbs
    ○ Cut through
    enemies VS slash
    through enemies

    ● Balance

    @TheVTran
    Keep it simple

    Am I making them work too hard to figure out


    what I am trying to say?

    @TheVTran
    Editing
    ● Slash extra words

    ● Group like-minded ideas

    ● State concisely

    ● Single words > phrases


    @TheVTran
    Structure
    ● Short

    ● Straightforward

    ● Bullets

    ● Highlight ideas

    @TheVTran
    Collaborate
    ● Editor

    ● See what language


    people use

    ● Adapt

    @TheVTran
    @TheVTran
    A good value prop
    ● Easily understood
    ● Quick to read
    ● Relevant
    ● Explains difference
    ● Uses same language
    ● Avoids jargon, buzzwords, and hype
    Not a slogan!
    @TheVTran
    Your game features
    Procedural generation Different every time

    Your reputation changes how


    Choices matter
    the world remembers you

    Continuing narrative Build your mythology

    Overcome the hardest


    Multiplayer
    challenges together

    @TheVTran
    Astroneer
    ● Reshape the ground
    under your feet

    ● Survive on and
    explore carefully
    crafted planets

    ● Snap together
    components and
    objects to build bases
    and vehicles

    @TheVTran
    Hades
    ● Battle out of Hell

    ● Unleash the fury of


    Olympus

    ● Nothing is impossible

    ● Befriend gods, ghosts,


    and monsters

    ● Signature Supergiant
    style
    @TheVTran
    Recap!

    ● Marketing is not about you


    ● Perceived Value = Benefits - Cost
    ● Customer value prop: benefits, differences,
    focus
    ● Don’t be unique, just better
    @TheVTran
    THANKS!
    You can find me at:
    @TheVTran

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