Interview: Plarium Games Marketing LeadOct 21, 2015 | 1 Votes by Adeaphon 9 rate In this article I will be interviewing Shlomi Laufer, the Media Marketing Team Leader for the world renowned Plarium Games for an insight into the marketing aspects of the games industry.
Hello Shlomi, and thank you for taking the time to speak to us, I would like to start with a simple one, what have you found to be the best approach to marketing your games?
Wow, that's a tough one I don't want to give too much away, but we have found that a good source is tapping into sites that have movies & games or streams that kind of thing. Looking outside of the regular MMO gaming brackets. Competition for this market is fierce, and especially for browser games and and what you need to do is think outside the box and be creative.
To get anywhere you need to be fast and you need to do things that are unique, we have had a lot of users come from places that you would not normally think of, like these movies sites where people may not be gamers but they see our games and try them, it gets a lot of users generated from sources like this
You also need to build a brand, and to do that you have to do things outside or the normal, my focus is on promoting our browser games and in the places we go to we have over half a million users per month engage with our games, that is a pretty big number.
That's great, interesting to see those places as sources for advertising
Yeah, to be able to get a game going you need to be fast and jump on the opportunities that arise. The key is finding a new audience and getting them involved in the games that you want. That takes initiative and creativity to achieve and can be quite a challenge.
What would you say is your most popular game at the moment?
Sparta, it is really working very well right now.
How do you go about promoting a new game
Get going with your pr, it's very important to get a fast jump when you are trying to market or advertise a game, you need to spread the word to your partners, use portals it's really important to get everything out quickly. But with our games we also have clans and tribes, and we can release information through those and spread the word too. The first 2 or 3 months of a game release are the most critical.
What platforms do you use to promote your games?
We are promoting through tv ads in Germany, we use social media and adverts in a lot of places.
Only tv in Germany, why is that, what is the reason behind that decision?
It’s is a cultural thing, in the USA most players prefer console games over browser or pc games whereas in Europe it is a lot more focused on browser games. There is a lot more activity in both France and Germany where gaming is part of the culture, they are integrated into the media, place like Web DE and Zeber have browser games as topics, and you can find them pretty easily there.
What is your biggest challenge on a daily basis
To find new sources of players, there are lots of wells, areas where you can find players and in some places those wells are dried up but in others they are not used. the difficulty that I face as team leader is finding these new wells and then making the most of them. to do that we use our advertising partners, companies and people we work with closely. But I am also looking for new partners and areas all the time to work with to help us.
Do you use or take any feedback from the community in your work
I am not really part of the community side of the business, but we have used some feedback and we definitely listen to them! We have the forums and guilds in game that can help us too. We can send out emails to our players with new information and games as well as other materials related to the games they play and we can get exciting news out there.
Something that is exciting for us we recently started to work with the US Media company Fox, and we have some good things in the works including something we may be able to do with the Aliens vs Predator setting, but that is all still up in the air at the moment.
That sounds cool!
Yeah it is exciting, we can talk about it in the forums and other media to generate some buz and see how our players react.
We also use what our players say there too, for example in some games you could not move your base around, we listened and now you can, this is feature that we added to our players. So yeah there are some parts of the community information that we can and do use.
Well, I think that just about covers all the aspects we wanted to discuss, do you have any comments you would like to add?
Yes, i think that 2015/16 is going to be a very exciting year, and we have probably 1 or 2 new games coming out in that time, which should be really good. We are looking forward to getting them out there and our players enjoying them.
That is great, thanks for your time Shlomi and thank you for giving me and our readers an insight into the promotion side of your games at Plarium