GAME LAUNCH
CREATE A SUCCESSFUL GAME
LAUNCH WITH DETAILED PLANNING
AND EXECUTION
Creating awareness and excitement for your game launch is often
complex and costly. At Digital River we have worked with some of the
industry’s largest developers and publishers to ensure that a strong
preorder and launch program are in place to maximize your revenue
opportunity at launch time. It takes a thorough launch strategy,
including careful planning and promotion of your game, to execute a
successful games launch from start to finish.
TIPS FOR A SUCCESSFUL GAME LAUNCH
Attract customers before you launch
We have experience launching and managing direct-to-consumer
online sales for many of the industry’s largest games. Our data
tells us that 15 - 30% of a game’s lifetime sales can happen at
launch, and preorders often represent 35-40% of this number.
Understanding the effectiveness of preorder planning and
marketing through beta programs, site retargeting and promotions
via social media and franchise sites will help your company reach
your revenue goals. The earlier and deeper you can optimize
engagement with your consumers the better. Awareness building
through tiered pre-launch campaigns well before your game
launches generates the excitement and anticipation needed to drive
awareness, anticipation, engagement and often presales.
• Make use of the site targeting tools
• Gain 30% in sales by allowing your
customers to preorder your game
• Heavily promote through social media
(YouTube in particular) and popular
franchise websites
• Increase to double-digit conversion
by minimizing the number of steps to
purchase
• Use strong security tools to reduce
fraud risk
• Present the right payment methods
around the globe
Planning ahead pays off
35% of orders are driven by preorders
Preorder
Post Launch
Launch
To discover how Digital River can
help optimize your next game
launch, contact us today.
20%
35%
15%
10%
E: [email protected]
50%
15%
5%
US: +1 (952) 253-1234
DAYS UNTIL LAUNCH
*based on proprietary data from various Digital River clients and launches
(61-90)
(31-60)
(8-30)
Launch
(0-7)
(7-1)
(30-8)
(60-31)
(90-61)
0%
(90+)
PERCENT OF SALE
25%
UK: +44 (0) 845-603-5070
GER: +49 (0) 221-310-880
STEPS FOR A SUCCESSFUL GAME LAUNCH
Maximize engagement with unique offers
A unique way to involve customer in your product launch is by
providing multiple versions of your game, including standard,
limited and collector’s edition. Collector’s editions of a game can
generate 15% - 20% of total orders. Your company can and should
also implement unique DLC or virtual items so your customers stay
engaged with your game, even after they’ve purchased. For example,
notify your fans that the more collector’s edition preorders the
company receives, the more goodies your company will add to the
package. Repeat customers will stay involved, and the special offer
will attract new customers as well. By promoting these editions and
special deals over social media, YouTube and popular franchise sites,
your game will become sought after in no time.
Understand your customers
Understanding your customers' perspective, purchasing behaviors,
and motivation is imperative to your success. What propels them
to buy? Friends, achievements, reviews, rewarding experiences, or
is it a compelling product trailer? Whatever the motivation, the key
to initial and repeat purchases is a sense of value, satisfaction and
ease of purchase. Eliminate consumer confusion with a simplified
order process and a brief and seamless check out experience.
Ensuring a sense of security through strong fraud and payment
optimization during the payment process, along with customer
support after the sale increases overall customer satisfaction.
BUILD AN EFFECTIVE
PRODUCT STRATEGY
STREAMLINE THE
PURCHASE FLOW
DRIVE TRAFFIC
EFFECTIVELY
To discover how Digital River can
help optimize your next game
launch, contact us today.
E: [email protected]
US: +1 (952) 253-1234
UK: +44 (0) 845-603-5070
GER: +49 (0) 221-310-880
About Digital River, Inc.
Digital River, the revenue growth
experts in global cloud commerce, helps
companies of all sizes build and manage
their online businesses, maximize online
revenue, reduce costs and minimize
risk. Founded in 1994, the company is
headquartered in Minneapolis with offices
across the United States, Asia, Europe
and South America.
©2014 Digital River, Inc.