Design and Marketing for the Digital Games Industry

TeSP - Artes para Jogos Digitais, Publication in the Diário da República - Aviso de Registo nº R/Cr 56/2017 de 13-07-2017

5 ECTS; 2º Ano, 1º Semestre, 30,0 PL + 15,0 TP

- Paula Bela Rosa Luís Lopes


Detailed learning objectives involve teaching the business models used and the particularities of the industry with respect to marketing and commercialization. They also involve teaching the marketing and communication plan with the objective of promoting the digital game.

1. Introduction to Digital Game Marketing. Product segmentation and positioning.
2. Business models in the digital games industry.
3. "free-to-play". The dominant business model in the industry.
4. Fundamental strategies for acquisition, retention and monetization.
5. Differences between communication and marketing.
6. Communication Plan.
6.1. Parts of a Communication Plan.
6.2. Fairs. Presentations.
6.3. Databases of journalists and media. Press releases, interviews, stories and reports.
6.4. Social Networks (LinkedIn, Facebook, Twitter, Tuenti, etc.) and future trends (App, etc.).
6.5. Adwords and Facebook Advisor.

Evaluation Methodology
Continuous assessment that includes assignments in class (50%). Practical work (50%) with presentation and discussion (minimum score of ten)
Exam: Written test (100%).

- Steinberg, S. (2007). Videogame Marketing and PR:Vol. 1: Playing to Win. NY: iUniverse
- Baynast, A. e Lendrevie, J. e Lévi, J. e Dionísio, P. e Rodrigues, V. (2018). Mercator - 25 Anos - O Marketing na Era Digital.. Lisboa: D. Quixote.
- Zackariasson, P. e Dymek, M. (2016). Video Game Marketing: A student textbook. NY: Routledge

Method of interaction
The teaching aims to promote the realization of short and medium term works, as well as the exposure and application of concepts.

Software used in class