Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)

Drunken Robot Pornography: PR/Marketing Strategy

What is this?

Drunken Robot Pornography (DRP) is a jetpack bullet-hell first person shooter from Dejobaan Games that is launching on February 19th, 2014.

This document aims to communicate (to gamers, the press and other developers) how Dejobaan will launch DRP. Gamers may enjoy looking at it for kicks. Newly-minted indie devs might look at it and get some usable marketing ideas. Journalists may find something juicy to write about. Who are you!?

Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)
Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)
Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)
Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)
Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)
Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)

Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)
Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)
Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)
Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)
Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)
Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)

Table of Contents:

  1. What is this?

  2. The Game

  3. Marketing Goals

  4. Biggest Visibility Problems

  5. Approach: High-Level

  6. Current Media/Content

  7. Communication Channels

    1. Press

    2. YouTube LP'ers and Twitch Streamers

    3. Social Media

    4. Dejobaan Fan Club

  8. Steam/Resources

  9. Summary

The Game

You're Reuben Matsumoto, and you screwed up: you gave Tim, your robot bartender, sentience. Now, he's raised a mechanized army to destroy the City of Boston. These are big robots called Titans, each a complex network of metallic joints, weapons, and shielding. So grab your jetpack and your gun, and tear them apart piece-by-piece, dodge lasers, shoot down missiles, and leap between skyscraper rooftops.

Factoids:

  • Available on Steam Early Access since the launch of Early Access for $9.99

  • Launching on February 19th at $14.99 (minus some Steam discount? Ask Valve!)

  • Gameplay modes:

    • Story of Reuben Matsumoto

    • Drunken Robot Battle Royale

    • Survival Mode

    • Cocktail Hunter

  • Titan and arena builders – details

    • 300+ items built and submitted to Steam Workshop by players

  • Drunken Robot Battle Royale – details

    • Challenge level that changes weekly

    • Speedrun or leaderboard chase

    • Will run for at least six months (January through June 2014)

Links:

Marketing Goals

Broadly:

  • Raise awareness of DRP to maximize launch month sales.

  • Get consistent press, YT, and Twitch coverage leading up to launch.

  • Get re-featured by Valve post-launch — the better the game does on launch, the more likely they are to feature in future promos.

Biggest Visibility Problems

Visibility: At launch, we'll be competing for press/streamer/LPer/gamer attention with:

  • All the other indie games that launch on or off of Steam

  • All the AAA games that launch on or off of Steam

  • All the interesting Kickstarters that come out

  • (Etc.)

Over 50 indie games launched on Steam in January (typically a light month for launches) — the sheer number and high quality of games being launched means that it is no longer sufficient to just send out a press release. (Ergo this document.)

Drunken Robot Pornography has been well received by the press and LP channels who have tried it, but remains relatively unknown. We have, like, a week left to turn this around.

Approach: High-Level

At a high level we want to do two things: create/enable creation of gameplay videos and cultivate a competitive community around the Drunken Robot Battle Royale.

Videos will take these forms:

  • Dejobaan created Trailers, Twitch streams aaaaaaand animated GIFs

  • Youtube LPs and reviews by others

  • Twitch streams by us and others

Develop the Drunken Robot Battle Royale community to grow over time. Launch should serve as a catalyst. As of Challenge #6, we have about 40-60 people who make it on the leaderboards each week. To cultivate community and continue to build awareness we will:

  • Stream (www.twitch.com/dejobaan) every Friday to announce the top players and roll out our challenges.

  • Support any streamers/fans who want to show off the game (how?).

  • Keep Twitch posted on what we're up to, because we like them.

Current Media/Content

Interesting media will help people talk about the game, so here's what we can create:

We have:

We can make:

NOTE TO SELVES: None of this matters if we don't make a fun game.

Design Documents

We made the DRP Design Document public:

Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)
Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)

Additional fodder for interviews/posts include:

These might also be used for in-game content post-launch, non-playable content, or out-of-game “fun” reads.

In-Development Media

DRP's been in development for 2 years, and was based on our own Inago Rage, so the following media's potentially useful in a "making-of":

  • Inago Rage video, screenshots, description

  • The "Giant Robot Pornography" prototype (based on Inago Rage)

  • Screenshots and alphas from previous years' PAXes

  • Aforementioned blog posts

Drunken Robot Battle Royale

The Drunken Robot Battle Royale (DRBR) is a challenge level that changes every Friday at 3PM EST. Players have one week to get on the leaderboards, for glory and ALL of the marbles. The top players will receive prizes in the form of our fellow indies' games, but the real prize is Dejobaan's undying love and the adulation of other gamers. DRBR trailer.

Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)
Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)

Leaderboard adulation:

Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)
Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)

We can proooobably make something prettier.

Why did we start DRBR?

DRP players liked competing on leaderboards; this focuses that around a single level that changes regularly:

  • Give players new content each week and encourage them to compete.

  • Limit the duration of the content so that people are motivated to play/discuss.

  • Give the dev team a way to experiment with new mechanics and content.

  • Benefit from streamers and video creators in the same way that Spelunky does, with its daily challenge.

What is DRBR doing for Drunken Robot Pornography?

  • Players return to play the game each week.

  • They also attend the weekly DRBR show on Twitch.

  • They even create/stream videos about how best to best the levels.

  • The DRBR trailer was one more substantial way to get the word out about DRP.

  • DRBR keeps the team playing with/against/for/around the community.

  • DRBR has given the team an opportunity to talk to players on the forums and social media, enabling us to build community.

User Generated Content

Players can create Titans and the arenas they fight in.

Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)
Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)
Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)
Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)

How is UGC helping DRP? How might it impact DRP going forward?

  • Extending gameplay: we have 300+ Titans and arenas in Steam Workshop and this will likely grow once we launch.

  • UGC opens the doors to all sorts of competitions around building and related gameplay.

  • UGC gives us way to talk to players and bring them into the development process.

  • Potential Steam Workshop monetization (players can sell their creations) in the future?

Encouraging and Celebrating Players

Why celebrate players?

There are many games out there, but our best players have chosen to become awesome at DRP. This is gratifying for us as game developers, and it actually doesn't take much effort to show that. It has the added benefit of getting them more excited and talking about the game, which gets the team excited to do other neat things within it. It's this huge feedback loop which results in the entire world playing DRP at the exclusion of eating or sleeping.

The Giant Robot Construction Set has resulted in some AMAZING UGC. Players have put tons of time and creativity into building interesting Titans and arenas — our next step is to draw up a plan to make this more visible.

How will we celebrate and encourage players?

DRBR:

  • Maintain a weekly discussion topic focussed on DRBR and update it with leaderboards twice a week.

  • Engage competitors on Twitter, Steam Forums, and other social media (we've traditionally been pretty quiet here).

  • Invite players to join our weekly Twitch streams for Q&A.

  • Help players stream their play (how?).

  • Help creators stream/create videos of their content (how?).

  • Promote players/creators on Dejobaan social media channels and in the Dejobaan Fan Club (how?).

  • Give prizes to top 3 DRBR players and creators each week

Communication Channels

Press

General approach is to reach out via email or Twitter, and follow up once at launch.

Past Press

Here's all the press we've received over the past 2 years. Many are press release reprints or very light PAX-related coverage. Many are out of date, having covered only the early alpha from around March 2012.

Past Press Releases

We do press releases primarily to communicate news major milestones in existing product or product launches. Here are all the past press-releases for DRP.

Press Outreach Schedule

Press Outreach for DRP will lead with the email below and a pointer to this document.

  • Monday and Tuesday, 2/10-11: 

    • Contact 20 major press sites via Twitter, provide launch date and URL, [ask for best contact].

  • Wednesday, 2/12:

    • Launch announcement, Q&A DEADLINE (no press release!), with Steam Early Access preview codes, launch date, price hike announcement, media. 

    • Post to Gamespress.

  • Friday, 2/14: Make sure that every contact has a Steam Key in hand by CoB

  • Monday and Tuesday, 2/17-18: Follow up with all press via Twitter regarding launch reviews.

    • Tweet? (Rohit)

  • Tuesday, 2/18: Launch press release to [whom?] and Games Press.

YouTube LP'ers and Twitch Streamers

Videos that feature DRP > 500 views as of 2/9/2014, Playlist:

RandonsPlays – 236,772 views – Portuguese

Eligorko – 69,138 views – Russian

Zoomin.TV Games – 44,421 views – English

IndecomCompany – Classic Game Room – 43736 views English

Lazy Game Reviews – 30,027 views – English

BenzaieLive – 18,936 – French

BebopVox YOGSCAST – 14,700 views – English

HerrDekay – 11,510 views – German

MisterebriO – 10,474 views – Portuguese

LetsPlayPoRusski – 6902 views – Russian

The KedosZone – 6012 views – German

JsmithOTI – 6505 views – English

Deluxe345 – 5,253 views – English

First Person Stranger – 1423 views – English (multiple 1k videos)

yessikziiiq – 1171 views – English

DreamerMikeeGaming – 1144 views – English

The FearRiser –  1132 views – English

NoFrag – 1127 views – English

st380 – 904 views – English

Dehixem – 748 views – French

JimAndNathDoTheGames – 727 Views – English

requisitosdejogos – 640 views – Spanish

MASSIVE Gaming – 630 views – English

 TheAweDude110 – 561 views – 511 views – English

HolierThanTau – 524 views – 511 views – English

The Indie Game Promoter – 511 views – English

Gametrailers – 6600 views – English

Video Producer Schedule

Video Producer Outreach for DRP will lead with the email below and a pointer to this document.

  • Monday and Tuesday, 2/10-11: 

    • Contact all video contacts via Twitter or email, provide launch date and URL, [ask for best contact].

  • Wednesday, 2/12:

    • Launch announcement, Q&A DEADLINE (no press release!), with Steam Early Access preview codes, launch date, price hike announcement, media. 

    • Post to sub reddits

  • Friday, 2/14: Make sure that every contact has a Steam Key in hand by CoB

  • Monday and Tuesday, 2/16-17: Follow up with all press via Twitter regarding launch videos and streams.

  • Tuesday, 2/16: Launch press release to [whom?] and Games Press.

    • Publish streaming calendar

Video Producer Outreach

Youtube Channels to contact:

  • Contact all the major channels because obvious, consider a small number of exclusives

  • Identify channels between 1000 and 100,000 and send them keys and background info to encourage them to produce content. These channels have to work harder to grow, lets help them help us

  • Pixelprospectors new list: http://videogamecaster.com/

  • Nerd^3

Twitch Streams:

There is no way (that we know of) to search for Twitch Streams that have featured DRP so we rely on twitter to keep track. We will use the following techniques to identify new channels to approach:

Known twitch channels not active on Youtube:

Possible Twitch launch event: Line up Indie-Friendly Twitch Streams and organize a multi-twitch where Dejobaan will stream for 12 hours on launch day. http://multitwitch.tv/

Social Media

Reddit

Previous Reddit posts:

Reddit Outreach has helped us gain alpha testers, grow the Fan Club, and get the word out during Early Access. Possible actions:

  • Launch-day post on r/indiegaming and r/games

  • Subreddits to post on r/speedruns, r/letsplays

  • Run giveaways on friendly subreddits such as r/yogscast, r/nerdcubed?

  • Post keys to subreddits for major streamers and LPs to get support for them to play us?

  • Giveaway on friendly subreddits with target groups who would help get the game out there

Imgur

We've only done one post so far: http://imgur.com/a/CfHkW

Twitter

We use twitter informally to communicate with developers, press and our fans. @Dejobaan is Ichiro, who is a regular user with daily conversations. @RoRoDejobaan is Rohit, who uses Twitter primarily to communicate with press, youtubers, and streamers.

We also use Twitter to monitor discussion and press pickup around our games. For launch, @RoRoDejobaan will use it to connect with video producers and the occasional press outlet

Facebook

facebook.com/Dejobaan

We've posted things like these:

  • Come watch the Drunken Robot Battle Royale Show today, Friday February 7th at 4pm ET/ GMT-5

  • Preview of tomorrow's Drunken Robot Battle Royale arena. Have you been playing? Have you seen the Week 3 results? Because there's hours left to BEST AXO!

  • OMG! Our first cover track for Future Shock in Ugly Baby, by Mataata von Muscality. I'll have to have the game do something special if you play it.

Continue to post these things to FB:

  • Updates on DRBR

  • Reviews

  • Fan-Club related offers

However, Facebook has been throttling views, requiring payment for views. Therefore, should we focus further on other channels?

Dejobaan Fan Club

It's our mailing list, where we give out prototypes, coupons, and free games.

Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)
Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)

It have a small but growing (10k?) audience, and will mention the launch on launch day.

NOTE TO SELVES: None of this matters if we don't make a great game.

Steam/Resources

Breakdown of Steam client pages, for our reference:

Steam Store Page

This will be many players' first exposure to DRP:

Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)
Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)

Important elements:

  • Game title: DRP.

  • Capsule logo: visible in various interfaces. Should be eye-catching without being obnoxious. I mean the title's already pretty out there.

  • Trailer: Jump right into the action. DO NOT START WITH 10 SECONDS OF LOGOS. GOD! The trailer must be effective, even with audio off, both for hearing impaired players and because Steam mutes by default

  • Screenshots: Sexy but also informative. This is most people's first view of the game.

And then:

  • Description: I think we could put a copy of Rossum's Universal Robots here. Do people read the description? I'm not sure!

Purchase Options

Open Q: Do we need to change these options for launch, beyond increasing price? Bundle with Aaaaa! and so forth?

Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)
Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)

Recent Updates

Open Q: How to best use this?

Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)
Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)

Overview Panel

Open Q: Changes needed?

Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)
Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)

Capsules/Logos

These (ideally) appear on the front page! They should draw potential fans in.

Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)
Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)

DRP logo should also stand out in New Releases and other lists:

Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)
Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)

Community Hub

It's at steamcommunity.com/app/209060, and Rohit will groom towards/after launch.

Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)
Drunken Robot Pornography: PR/Marketing Strategy (PUBLIC)

Finality

That's all for now. Thank you for reading! Have you read our Public Game Design Doc?

www.dejobaan.com

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