MCV/DEVELOP News, events, research and jobs from the games industry
This year’s London Games Conference on November 19th will have a number of high profile speakers from around the games industry sharing their knowledge.
Paul Sulyok, CEO and founder of Green Man Gaming, tells us about the power of Playfire and the changes games marketing is facing
For the unaware, who are you and what do you do?
I’m the CEO and founder of Green Man Gaming – one of the world’s biggest experts in digital games retail.
Tell us a bit about your talk at LGC. Don’t just tell us thetitle – what is it really about?
My talk is about how Playfire, our in-game tracking social network, and how millions of gamers around the world are using it as ‘a discovery engine’. I will discuss the importance of social commerce for modern retailers, highlighting how the power of Playfire data allows us to accurately predict a customer’s propensity to purchase by tracking not just their purchasing or browser history, but by knowing what they do in game and for how long, and then rewards them for positive engagement and social shopping.
What are the biggest challenges currently affecting the way games are marketed?
The games industry is currently faced with significant channel fragmentation. Traditional marketing approaches no longer hold true and are certainly not cost effective. In a noisy market getting the right message to the right customer at the right time has never been more important. Driving discovery with data is the new king for games marketing.
What single area of games marketing should we pay attention to in 2015 – and why?
Data, data – and just in case you are uncertain…. DATA. With data, marketeers increase efficiency and can therefore drive increased revenue,creating a social commerce eco-system that reduces the cost of sale and wastage through advanced targeting of competitive offers.
