Marketing Plan
Marketing Overview
Distribution
Elementus’ would be sold on digital store fronts, with the title being a smaller release and with the falling sales of physical games it would be better marketed as a digital only release. Looking at titles such as Alan Wake 2, digital only releases are very well received. This makes it easier for players to access the game, they do not have to worry about swapping game disks or cartridges to have access to the game. If sales do well, then a physical release could be made but that release would be limited and only sold as a special edition with an art book, statue or figure, and some other collectibles to provide some value to the fans of the game. When looking at how to distribute the game, games such as Baldur’s Gate 3 have shown that digital only releases are very profitable and then having a physical release made as a special or deluxe edition later down the line is a terrific way to continue to build interest in the title.
Marketing Methods and Placement
“Fallen Hero: Rise of Elementus” will have mostly digital marketing. Physical marketing is great for titles that have a big fanbase because they know they will be reaching people who are already interested. Digital marketing suits the title due to it being a new game, digital marketing allows you to better reach the target audience of teenagers. Teenagers spend time on the internet, whether from their phones, computers/laptops, or gaming consoles. Reaching the audience where they will already be is an easier way to provide direct digital marketing to the audience.
When it comes to tradeshows, the game will be demonstrated at the Game Developers Conference (GDC), PAX East and West, and smaller gaming conventions throughout the United States. The game will also have a trailer released at the preshow for the Summer Game Fest, since it is an independent title, this is the appropriate time to show the trailer for the game. While at the GDC the game will be demonstrated on the independent show floor, a table or booth will be rented out to allow the game to be demonstrated and played by conference attendees.
Packaging will be limited due to a non-physical release. No cost will be associated with creating the packaging for the game. However, a game demo will be released on all the platforms the game will be releasing on. Screenshots will be put on the store pages for the title to allow players to see how the game looks, and premade art will be placed in the background to give the store pages a flare to allow the player to feel intrigued by the title.
Advertising through social media will be done on Instagram, X (formerly Twitter), Threads, TikTok, and Facebook. Most of these social media platforms have the target audience as members, especially TikTok, Instagram, and to some degree X. Threads and Facebook have an older demographic, but this could work to the advantage of the game because that older demographic could be the parent to the target audience. As far as other websites used to advertise the game, YouTube would be used to show game demos and trailers for the title. YouTube is often used by the target audience as well as everyone, if someone is searching for similar titles such as Hades or Hollow Knight then Elementus’ would be advertised due to the algorithm used by the website. Advertising could also be done on websites and platforms such as Steam, Epic, GameStop, and GOG. Putting the information and advertisements for the game on as many digital platforms as possible extends the reach of the game to as many of the target audience as possible.
The marketing of the game will primarily utilize digital channels to directly reach its target audience of teenage male gamers. Awareness and interest will be generated through social media ads and promotions on platforms like Instagram, TikTok, YouTube and Twitter. The game will be demonstrated at industry events such as GDC and PAX to generate buzz among the press and influencers. A trailer will debut during the Summer Game Fest preshow for maximum exposure. In-game promotions and cross-promotion with similar titles will help acquire players on Steam and Switch. Retention will be supported through community management on social media and updates/DLC inspired by player feedback. Physical marketing will be limited, with the marketing budget focused on digital campaigns, influencer marketing, and public relations to spread the word among the core demographic pre-launch through launch. By leveraging preferred channels of its audience, the marketing of Fallen Hero aims to effectively introduce and immerse players in the game's comic book fantasy narrative and progression gameplay.
Release
The release of Elementus’ would be targeted for an early spring release, in March or April. The reason behind this is the lack of titles that are released during that time as well as the target audience being teenagers. Teenagers are in school during this time, but they have a spring break, and the game is made to be played on the go. While the player is taking a break from schoolwork, they will have a moment to play the game. This release window also gives us time to make an imprint with our player-base prior to the summer releases. If the players enjoy the title, then they will be able to continue playing during the summer while they are on break from school. Teenagers spend the summer working or preparing for other activities, the pickup and play ability of this game is perfect to give them something to do during down time.