'The Midnight Walk' | Almost* The Perfect Launch
summary
Hybrid clay-made game ships on PS5/Steam and PSVR2, sells 200,000 units in its first year while marketing with roughly 2 million SEK marketing spend, uses a single SKU for flat and VR, and sets a $40 price point to balance audiences. Forecasts expect ~10% VR sales but Sony data shows VR share is higher (about one in five PlayStation players try VR). Targeted subreddit ads cost $2,000 and drive ~500 sales, and the team regrets didn't capture device data for post‑launch analysis and optimization.
AI-written summary · about
chapters (13)
- 0:00Hybrid game marketing
- 1:06Speaker introduction
- 2:29What makes a hybrid game
- 3:11Why hybrid model
- 4:58Why VR specifically
- 7:46Hybrid marketing challenges
- 10:37Positioning for two audiences
- 15:35Store presence and pricing
- 18:26Conversion optimization
- 21:43Creative strategy
- 25:57Advertising tactics
- 31:33Results and takeaways
- 34:23Final thoughts and Q&A
related talks
49mFuture games platforms – Exploiting the possibilities
17mVisualising a gaming future
32mHow to Make Money in XR - 10 Tips for Success
30mBig Swings, Big Hits: Building a Profitable Business in VR/MR
01h 03mThe State of the VR Ecosystem: Building a Sustainable Future
19mThe business of immersive AR and VR games
32m2016 trends panel at Pocket Gamer Connects London 2016
40mVirtual Reality gaming analysis of Yon Paradox development