Published on August 10, 2010
Building Media Relationships in Europe
Building Media Relationships in Europe Pan-European solution to communicate with specialized media about online games Improve and optimize your marketing investments with specialized consulting What does ICO Media do? Strategic planning Press release drafting & distribution Follow-up and press relations management Promotional activities Event coordination Reporting Marketing plans Budget reviews Campaigns due diligence Team coaching
Building Media Relationships in Europe Typical client profile : Independent developers/publishers New entrants looking for a focused solution Some of our current clients: Our Clients
Building Media Relationships in Europe Management Team Thomas Bidaux, CEO • 13 years experience in the online games industry • Published first MMOs in French at GOA • Founder and Director of Product Development at NCsoft Europe Diane Lagrange, Lead Consultant and co-founder • MBA degree, marketing and communication specialization • Product Manager at Ubisoft France • Business Development Manager at NCsoft Europe
Building Media Relationships in Europe Czech Republic + Slovakia A Pan-European Solution We cover all the following regions : Germany + Austria UK + Ireland France Spain Italy Belgium + Netherlands Scandinavia Portugal Greece Poland Hungary Romania + Bulgaria Croatia + Serbia + Slovenia PR for Online Games in Europe
Building Media Relationships in Europe We are NOT a traditional PR firm We are focused on online games, taking a community-centric approach for long term exposure We understand online games We know the audience, how to manage communities, technical aspects and terms We have all worked internally at a publisher before We understand service-based gaming We work long-term, have experience with beta-tests, various business models, etc. Online Games Focus
Building Media Relationships in Europe We believe in strong ties between PR and community management We can coordinate with your Community team to ensure that messages are consistent We believe that enthusiast media is important We work with blogs and community websites as well as traditional specialized press We aim to reach specific audiences, not just use the same channels for every game In addition to specialized video games/MMO press, we work with peripheral interest outlets : Anime, Fantasy/Sci-Fi, Technology, eSports. Our approach is tailored to each project. Our Philosophy
Building Media Relationships in Europe Our Network 2000+ media contacts and counting Reach more than 200 million users each month Various specialized lists : MMO, Anime/Manga, Fantasy, Sci-Fi, High-Tech, eSports, Business, Trading Card Games, Mac specialists, and much more…
Building Media Relationships in Europe Strategic Communication Planning Press Release Drafting, EU Localisation and Distribution Organisation of Contests and Promotions Press Event Management Game Client Distribution (Mirror sites & Covermounts) Full Reporting on PR and other activities Social Media Strategic Planning and Set-up Our Offer
Building Media Relationships in Europe Case Study : LoL Dominion Launch Project : League of Legends, Riot Games Topic Dominion Launch, September 2011 Tool Press Release Results More than 135 initial articles in relevant print and online media in more than 10 territories, e.g. England, France, Germany, Spain, Italy, Russia, Poland, Greece, Romania, The Netherlands, Bulgaria and Portugal Further coverage generated with a launch video and over the long-term through press accounts for reviews, competitions, news alerts (e.g. in-game events) etcetera
Building Media Relationships in Europe Project : League of Legends, Riot Games Topic Dominion Launch, September 2011 Coverage examples: Case Study : LoL Dominion Launch
Building Media Relationships in Europe Case Study : LoL Dominion Launch REACH DISTRIBUTION ICO Partners 12% 32% 20% 3% 9% 8% 13% 2% 1% German English French Greek Polish Spanish Bulgarian Dutch Russian Romanian Portuguese Italian 0% 0% 0% 12% 32% 20% 3% 9% 8% 13% 2% 1%
Building Media Relationships in Europe Campaign Example: Tribes: Ascend Project: Tribes: Ascend, Hi-Rez Studios Target release date Q1 2012 Tools * Press Releases (beta announcement, date, details), * Beta keys for journalists and competitions, * Assets (e.g. screenshots, videos, character artwork), * News Alert, Event (gamescom) and interviews Period 8 months, May 2011 – December 2011 Results About 1.000 articles in relevant print and online media in circa 20 territories
Building Media Relationships in Europe Campaign Example: Tribes: Ascend COVERAGE BY LANGUAGE ICO Partners 31% 27% 12% 9% 8% 6% 2% 1% English German French Polish Spanish Italian Dutch Romanian Hungarian Bulgarian Czech Greek Danish Portuguese Finnish Swedish 2% 1% 31% 27% 12% 9% 8% 6% 2% 2% 1% 1% 1% 1% 0% 0%
Building Media Relationships in Europe PR Services Comparison Manage all European countries directly. Direct experience in working on online games. Building communication over-time, not just launch. Interact with media beyond specialized press. Build peripheral interest media lists and enthusiast press (blogs, fan sites). Handle one country directly. Hand over PR for other countries to partners. Most staff have only worked for agencies, and have limited experience of the realities of a game service. Build communication for a launch, move on to other projects after. Focused on specialized press.
Building Media Relationships in Europe WWW.ICOPARTNERS.COM OFFICE 6, 10 FLEET STREET BRIGHTON BN1 4ZE, UNITED KINGDOM CONTACT@ICOMEDIA.EU +44 (0)20 7193 5158
ICO Media is the public relations branch of ICO Partners and specialized on pan European PR for online games across 12 ... Copyright © 2013 ICO Media.
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