How to build a great Digital Game marketing plan

Steve Fowler, General Manager at [a]list games


To register for Steve's Master Class you need to contact the Sales Team. You CAN'T acess master classes with a conference pass.
In this full day hands-on workshop Steve will work through the process of building a great marketing plan specifically focused on digitally distributed games. The shift in the games industry from ""product"" to ""service"" has major implications on the process of marketing planning and execution. This master class will work through a full marketing plan process for a service based game. Extensive detail will be conveyed for all phases of marketing planning. Highlights will include the following:

-Overview of implications when marketing a service vs. a product
-Budgeting and Forecasting digital games
-Target Market definition and analysis
-Product feature prioritization
-Detailed competitive analysis and SWOT analysis
-Creating compelling actionable and unique product positioning
-Estimating sources of traffic via Earned, Paid and Owned media efforts
-Pros and Cons of the various media channels available and how to distribute spend and effort to each
-Building tactical executions to maximize each media outlet and spend
-Understanding the power of branding efforts vs. acquisition efforts
-Defining KPI's that matter and creating tools to track
-How to optimize marketing over time
The master class will provide access to and understanding of proprietary templates and processes used to market some of the most successful digital games in our industry. Steve will be working through the same forecasting and budgeting templates used to market Free to Play PC and Mobile games chart leaders as well as some of the tracking reports used by the industries most sophisticated digital publishers.

Intended audience and prerequisites:

This master class should be attended by publishers just entering the digital games space, independent developers marketing and launching their own digital games or any industry professional who is interested in what marketing changes are needed to understand how to market games as a service. There is no prerequisite knowledge necessary to attend the class but a fundamental understanding of marketing principals is helpful to get the most from the session.

Session takeaway:

Attendees will walk away with a deep knowledge of how to bring their digital games to market successfully. This is a comprehensive class providing the attendee all the tools necessary to successfully market games as a service.


November 30th, from 09:00am to 12:30pm and from 2:00pm to 05:30 pm




Steve Fowler is a thirteen year veteran of the interactive entertainment industry. He is responsible for the brand identity and launch of the Halo franchise at Microsoft Corporation, Inc., and has held marketing and business development roles at Interplay, Sega Sammy Holdings, Inc., Square Enix, Inc., and Take-Two Interactive Software, Inc. For the last five and a half years Steve has led strategy and client service at The Ayzenberg Group, helping put together go-to-market plans for multiple AAA game releases for the industry’s biggest publishers. A thought leader in the space of digital marketing and advertising for the videogame industry, Steve is the chief architect of the one of its kind annual industry conference the [a]list summit. He is a regularly published on [a]list daily, a news source focused on marketing and Games Industry Biz. For the last year and a half Steve has been incubating Digital Publisher start up [a] list games.

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