Appendix C. Marketing Deliverables Checklist

Here’s a quick checklist of everything a producer should discuss with his or her brand or product manager and work into the development schedule. Since every project is different, I’ve not included timelines next to each of these items. But a discussion with the brand manager about when this stuff is needed should clear that right up.

• Final logo creation / Brand development. Production should make sure that the logo works in the game and with the UI.

• Monthly screenshot delivery. Deliver a set number of screenshots to Marketing and PR every month so that they have a “bank” to work from.

• Press release. This announces the product to the world.

• E3 corporate CD. If your company creates a CD with all of their product information on it, you’ll want to be sure you have something on this CD.

• Magazine previews. Several months prior to commercial release. Remember that magazine lead times are several months.

• Web launch. Web-ready art assets are always required.

• Ad shots. High-resolution shots for print advertising.

• Box shots. These are the money shots.

• Builds. Preview and review builds are required at a minimum, but monthly builds for Marketing to become familiar with the game are also good.

• GDC. What materials are you going to show at the Game Developer’s Conference?

• E3. The annual Electronic Entertainment Expo always requires a demo if your product is announced. Be sure that you have the right PR materials available.

• Toyfair. Early in the year in New York City.

• Tokyo Game Show. Held in spring in Tokyo.

• ECTS. Held in the fall in London.

• Sales Meeting Build. The sales force has a meeting every quarter. Be sure your product gets some attention by providing a build and a demonstrator if required.

• Press preview. Beta, pre-release version which is released to the press so they can start on their reviews.

• ESRB. Not a special build for rating purposes, but nevertheless, it must be done prior to manufacturing.

• Public “Marketing” beta. For building community hype.

• Non-interactive demos. In-game movies using the engine for magazines and for downloads.

• Design Document and Feature Lists. Special versions or Marketing.

• Special or custom artwork. Such as sketches, dated and signed concept art, and renders.

• Feature List and Product Description. Work with Marketing to ensure that the description is accurate.

• Character photo and/or 3D render. This should be a central image and theme of the marketing campaign.

• Walk-though, cheats, and/or saved games. For editors and for the strategy guide author.

• SoundTrack CD. There’s money to be made in music.

• Gameplay movie captures in AVI format. Gameplay or renders.

• ESRB walk-through, cheats, and so on.

• High-res art and special renders. For magazines.

• Animated GIFS. For online use.

• Behind-the-scenes interviews, video footage, photos, and documentary-style footage. These are all materials that can help your product gain the right exposure.

• Editor Days. When groups of editors, reviewers and the press come to look at the game. At the least a spokesperson and demonstrator are needed to show the game off.

• Spokesperson and demonstrator. For E3, international press tour, and domestic press tour.

• Questions and Answers document. For anyone speaking with the press.

• Movie trailer/Promo video. Available for download on a Web site, in theater promotions, or TV advertising.