Portfolio

 

Live stream engagement:
World Zombination

KEY SKILLS: #publishing #growth #engagement #multimedia #spokespersonship
RESULTS: Cross-channel growth, Twitch partnership, crucial feedback, millions of views.

Part of our early strategy with self-publishing World Zombination was to make a name for ourselves in the burgeoning live streaming landscape. I developed a robust program for the studio that called for frequent live development updates discussing what new things we made and getting audience feedback, educational development streams in which an artist or engineer would work on the game and answer questions about what they were doing (and sometimes incorporate viewer suggestions), and weekly gameplay streams where I would play the latest build. Once the game launched, we added new activities to gameplay streams, such as in-game giveaways and raiding with players/guilds that requested it on air. These were foundational for our early growth and later retention. I personally did hundreds of these streams and produced them all.

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Reciting WZ Tongue Twister contest entries

Weekly development update

Weekly game development stream

Player appreciation stream


Player contests:
World Zombination

WZ dollhouse made for an "anything goes" contest

KEY SKILLS: #social-media #engagement #growth
RESULTS: Increased meaningful engagement, reactivation of lapsed players, catalyst for user-generated content for sharing.

Shortly after World Zombination's worldwide launch, I developed a new engagement plan that included frequent contests that we would post on our forums. These were a great success: not only did players drastically increase out-of-game engagement with us and each other, but they also established a consistent stream of fan creations that could be shared on our social channels. Bonus: we discovered and promoted some pretty amazing artists among our community members!

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Cosplay contest entry from a father/daughter team

 A video game made for a contest

A video game made for a contest

Holiday contest entry

Crossover contest fan art


Weekly newsletter:
World Zombination

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perks.jpg

KEY SKILLS: #engagement #written-content #social-media #growth
RESULTS: Cross-channel growth/engagement both early and at release, increased retention, promoted satisfaction.

Email marketing is just as powerful now as it has always been—it's an opt-in channel that has the opportunity to deliver very rich content to people who really want it. For more than two years, we sent a weekly newsletter for World Zombination, which included development news in the early days and eventually had leaderboards, contest information, interesting data visualizations (see above/right), community interviews and more. Our mailing list organically grew to more than 60,000 addresses and had an above industry-average ~25% open rate.


YouTube liaison:
World Zombination

KEY SKILLS: #spokespersonship #growth #engagement #partnerships #multimedia-content #social-media
RESULTS: Nearly 30,000 player created videos, featured videos from key influencers, viral spread of the game and subsequent news.

With the rise of Let's Play content on YouTube, it was imperative for us to build strong relationships with content producers—especially those who had influence in the mobile strategy space. These talented community members had built dedicated audiences who trusted them to deliver high-value entertainment and content, including insight into new features and strategy. We conducted constant research to reveal the best YouTubers for the game, developed special programs for them (bonus game content, pre-alpha access, official partner status, etc.), and gave them especially open access the team itself. The result was a growth and content engine with limitless reach.

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Twitch Influencer initiative:
Streamline

KEY SKILLS: #spokespersonship #growth #engagement #partnerships #multimedia-content #social-media
RESULTS: Key partnerships and hype in the Twitch community that gained us wide recognition both among broadcasters and within Twitch itself. This was the groundswell that got us to 500k early access downloads, despite analysts predicting less than half of that.

Streamline is a game we made for the Twitch community; nothing before it had the degree of integration with streams that it offered. To get the word out that we were making a game that was literally built for them, I developed an outreach campaign that saw us reach out directly to more than 600 highly targeted broadcasters to offer them what we dubbed "white glove" introductions to the game for them and their communities. Ultimately, my team and I did more than 150 guided demos where we joined the broadcaster in their live stream via voice chat, played the game with their community, explained everything about it, and answered all of their questions. Not only did this give us outstanding notoriety, but it also resulted in many lasting relationships, both professionally and personally—I can count dozens of broadcasters throughout the world as legitimate friends because of this campaign, some of whom I regularly play games with (no, not just Streamline!).

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Road to TwitchCon $10k Tournament:
Streamline

  Grand Prize winner, Namhoh (I'm second from left)

Grand Prize winner, Namhoh (I'm second from left)

KEY SKILLS: #spokespersonship #growth #engagement #partnerships #multimedia-content #social-media
RESULTS: Increased buzz, prime featuring on Twitch, stronger relationships with elite streamers, strong focus of attention at TwitchCon.

Thanks to our grassroots efforts with broadcasters over the previous year, we built a very strong relationship with Twitch—to the point that Streamline was chosen to be the launch title for Twitch Prime, the new game distribution feature of Amazon Prime. To build hype before the the announcement at TwitchCon, we partnered with Twitch to create the Road to TwitchCon tournament, which featured a number of high-profile broadcasters hosting knockout rounds leading up to the show while front paged on Twitch, a two day finale at the Twitch Prime booth, and a grand prize of $10,000. I developed the tournament structure, dealt with the legal teams, handled relationships with the broadcasters, arranged for knockout round winners to attend the convention, and was the emcee for the finale—all while captaining our 14-station booth. It was exhausting, but was easily one of the highlights of my career.

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Websites and branding

  The new  Proletariat.com  (launched 2018-02-07)

The new Proletariat.com (launched 2018-02-07)

  The former playstreamline.com

The former playstreamline.com

KEY SKILLS: #publishing #branding #multimedia-content #written-content #web-development #analytics #social-media
RESULTS: Increased content consumption, accurate performance tracking, richer branding.

Proletariat began life with five developers and no marketing specialists, and the first iterations of the studio's public brand were evident of that. Over the years, I have been molding our brand strategy to more accurately portray us, through our social media endeavors, websites, blog posts, and other various external-facing channels. I personally created the Streamline and new Proletariat websites (see above), which are significant improvements over previous brand hubs. Proper content practices, SEO, analytics, and architecture are at play in all newly developed entities since I was given oversight.


Extra Life Charity Gaming Marathons for Boston Children's Hospital

KEY SKILLS: #spokespersonship #engagement #multimedia-content #social-media
RESULTS: Outstanding community engagement and helping some amazing kids.

Participating in Extra Life is one of Proletariat's oldest traditions—in fact, it's the first thing I did with the team after I was hired (but before I started). It was a small, casual thing that year, and we raised a few hundred dollars. Since then, I have become the team Captain and we have done full-on campaigns that culminate in participation in the 24-hour Game Day marathon, which we live stream for the entirety of its duration (see above/right for this past year's full event footage). We bring the entire studio together and play games for a full day straight (those of us who can last that long, that is). The community hangs out with on Twitch all day, and we have an amazing time, all in support of Boston Children's Hospital. I'm proud to say that we've raised in excess of $15,000 over the past few years and it's easily among the most special projects I've worked on in my career.