Why Developers Need Publishers: the Specifics of Hyper Casual Games Marketing Production / Ivan Razmakhov (AZUR GAMES)
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Is it possible for a developer to make ad creatives better than a publisher? Ivan Razmakhov will answer this question and tell more about the peculiarities of hyper casual games marketing and its unique approach, as well as stages and tools for the production of creative content in the gamedev field.
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Why Developers Need Publishers: the Specifics of Hyper Casual Games Marketing Production / Ivan Razmakhov (AZUR GAMES)
- 1. WHY DEVELOPERS NEED PUBLISHERS: THE SPECIFICS OF HYPER CASUAL GAMES MARKETING PRODUCTION IVAN RAZMAKHOV HEAD OF MARKETING PRODUCTION
- 2. ● Busy with development, has no time for creatives ● Lack of market knowledge ● Lack of skills (Video, Playable Ads) ● Lack of time and money to work with advertising ● Focused on advertising ● Aware of the market specifics ● Professionally proficient in instruments ● Know how to properly allocate the budget MARKETING PRODUCTION TEAM GAME DEVELOPER VS
- 3. A good marketing creative knows how to show the game in the best light
- 4. HOW MARKETING PRODUCTION WORKS AT AZUR GAMES
- 5. STRUCTURE ● Midcore ● Hypercasual 90+ professionals
- 6. HYPERCASUAL GAMES MARKETING PRODUCTION STRUCTURE
- 9. CREATIVE PRODUCER ● Leads 10-15 titles ● Stays in touch with the Producer and UA ● Guides a mini-team ● Analyzes the market and competitors
- 10. CREATIVE MOTION DESIGNER ● Knows WHAT to show and HOW to do it ● Leads 1-2 projects ● Proficient in tools for video recording and game build changes ● Monitors competitors' trends and creatives ● Tracks the performance of his own creatives
- 11. Creative motion designer is an independent team member who can create top creatives
- 12. MISLEADS
- 13. MISLEADS The specifics of misleads in hyper casual games ● No plot ● Not an obvious fake
- 14. WHERE WE USE IT PUZZLES Gameplay Fake Gameplay LOGIC GAMES Gameplay Fake Gameplay
- 15. PLAYABLE ADS
- 16. ● Expensive ● Way too long ● No planning capability ● Takes much time to make changes ● Comes out cheaper with a large volume ● Working on the engine is much faster ● Dynamic tests FRAMEWORK HTML VS
- 19. СONCLUSION ● Don't be afraid of publishers ● Love your publisher ● Focus on games while the publisher takes care of the rest
- 20. THANK YOU FOR THE ATTENTION! ANY QUESTIONS?