Tag Archives: Marketing

The value of bad publicity

Yesterday morning during the Enhanced Wars stand up we realized something fishy was going on. It was 9am on the west coast and already we had 10x the normal amount of email sign-ups for early access to our game. I have been in charge of outreach efforts on Enhanced Wars as we have built up an early audience in preparation for our Kickstarter campaign, and we were already having one of our best days yet. And I had not done a thing.

Who was talking about Enhanced Wars? I had not put out any new media; I was too busy writing copy, fixing bugs and editing video in the mad dash to go live. I was on the lookout for a preview from a major media outlet after doing an interview almost two weeks earlier, but it was not live yet. Ten minutes of Google searching later and I found it: a hot article on Kotaku analyzing a talk I had given as part of the “Evil Game Design Challenge” at the recent Casual Connect.

Article headline from Kotaku
Continue reading The value of bad publicity

Dragon Age Legends Road to 100k Likes



Here are the slides from my GDC Online 2011 talk, “Dragon Age Legends Road to 100k Likes”. Talk description from the the program guide:

We live in a new world where borders between game developers and their players have broken down, where a Like can be more valuable then an ad campaign and where your fans can literally reach you 24 hours a day. In this metrics driven talk, Dragon Age Legends’ producer Ethan Levy explains the successes and failures of the game’s innovative pre & post launch social marketing strategy. From its MMO style Closed Beta program, to its fully animated trailer, to getting a Facebook game front paged on IGN, Dragon Age Legends was a game of firsts in the social gaming space.

Dragon Age Legends at GDC Online

In October of 2011, I gave a talk at Game Developers Conference Online entitled “Dragon Age Legends’ Road to 100k Likes”.  You can watch the talk for free at the GDC Vault.  Here is the description of the talk, which was presented in both the business and customer experience track:

We live in a new world where borders between game developers and their players have broken down, where a Like can be more valuable then an ad campaign and where your fans can literally reach you 24 hours a day. In this metrics driven talk, Dragon Age Legends’ producer Ethan Levy explains the successes and failures of the game’s innovative pre & post launch social marketing strategy. From its MMO style Closed Beta program, to its fully animated trailer, to getting a Facebook game front paged on IGN, Dragon Age Legends was a game of firsts in the social gaming space.

I plan on posting up the slides sometime soon for more convenient digestion.