Natalie Pyron | Product Marketing, Product Planning & UX in Seattle
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GameHouse Fusion


Creative Fields
Brand, Marketing
Client
RealNetworks
Completion Date
May 4th, 2010



Overview
With the rise of new platforms like Facebook, smartphones and tablets leading to the adoption of casual games by mainstream audiences, GameHouse® knew that it needed to develop a way to connect players and game experiences across devices in order to capitalize on the exploding market opportunity. The technology, eventually named GameHouse Fusion™, was developed with a small tiger team of developers in less than six months. The goal was to launch it at the Web 2.0 Summit in San Francisco.

Challenge
Create a product marketing plan for the new technology which included developing a brand name, logo, and marketing collateral within 30 days for launch.

Solution
First, I interviewed the product management team to understand product features, define target audience(s) and core benefits as well as launch objectives.  Next, I conducted a competitive teardown and SWOT analysis.  Once I had a better grasp on the technology and landscape, I developed a positioning framework for both B2B and consumer audiences.  Working closely with executive management and the product team, we created the brand name.  I wrote up a creative brief and partnered with internal designers and an external design agency to develop the product logo.  Once the product identity was established, I led the creation the creation of booth materials, print collateral, sizzle reel, and sales landing page to drive new leads.  I project managed all launch deliverables across creative, events, PR and product development teams, which resulted in a successful launch at the Web 2.0 Summit with over 31 pieces of press coverage.

Press Release: http://www.realnetworks.com/pressroom/releases/2010/gamehouse-fusion.aspx


GameHouse Fusion Sizzle Reel from Natalie on Vimeo.



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