About Concepticate
Mar 11th, 2009 by worldblee

Concepticate is a specialized studio dedicated to creating and communicating concepts for videogames and other forms of digital entertainment. Whether it’s a strong game concept that needs an equally strong identity, a game that needs characters and a script, a strong technology that needs a game concept and a brand, or a game that needs a full marketing campaign plan, Concepticate is ready to help you succeed.

Concepticate can provide services as large as planning a full marketing campaign or concepting a range of game designs and brand extensions or as small as a single one sheet, press release, or character bio. Everything we create comes with a coherent identity to facilitate communication, for communication is critical to all creative projects. Whether it’s the development team, a sales force, retailers, or media, people need to understand and relate to your game or brand quickly and easily.

With nearly 20 years of experience in games, technology, and entertainment, we can work well with most partners–whether it’s designers, development teams, artists, production, marketing, creative services, agencies, media, retailers, or game players, we understand the importance of every link in the chain that leads from a game’s first inspiration to the customer that buys the disc or downloads the file. Every stage of the journey is important and all partners deserve respect and understanding so the good idea can reach its audience.

If you’re interested, contact us to start the conversation. Even if we can’t take on your project, we’ll give you the best advice we can and may be able to help you find an appropriate partner.

Contact Concepticate
Mar 10th, 2009 by worldblee

Concepticate is located in sunny Chico, California, a few hours north of the San Francisco Bay Area.

The best way to reach Concepticate’s Chief Concepticator, David Lee (aka worldblee), is through Gmail at worldblee.

You can also reach me at worldblee on Twitter, AIM, MSN, and Gtalk.

You can view my LinkedIn profile and connect to me–and I encourage you to do so!

You can view my Google profile at

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The Tao of Marketing
Mar 10th, 2009 by worldblee

Ying-yang symbol

I didn’t come to marketing from a marketing background; I was just a writer and editor who kept getting promoted. After a few years I eventually got a mini-MBA marketing course on EA’s dime that gave me some good retroactive training, but I’ve always tried to keep things as simple as possible when handling the marketing side of a game launch.

My general philosophy is this:

The right product with the right message for the right customer at the right time.

If you have all four of those elements working together, you will have something special. Of course, the hard part is knowing when you’re on the right track and then executing and communicating your concepts successfully. To judge whether I’m on the right track I use all data (hard and soft) I can get my hands on, previous experiences, and my gut as I interpret the who, what, where, and why of the intended customer or player. It’s a lot easier to state in a blog entry than it is to execute it in real life, no doubt about it…

I had to give a talk once to a group of Berkeley MBAs so I broke this down a little further to stretch things out before I got to examples of videogame launches:

Natural Simplicity

  • The right game with the right message for the right audience…
  • Keep It Simple, Sugar

Effortless Action

  • Know where you’re going and you can get there
  • Keep your messages in harmony
  • Many paths lead to the same goal


  • …at the right time
  • Remain open to positive changes


  • Listen to your customers
  • Look at your situation from the point of view of your customers (and your partners)

Let me add in closing one thing that I preach constantly, which is, “Don’t be afraid to fail.” I’ve learned a lot more from my failures than my successes. You want to control the scope of your risk when you’re on shaky ground–don’t bet the farm the first time out–but you’ll never have a great comeback if you haven’t failed first.

About David C. Lee
Mar 10th, 2009 by worldblee

David Lee of Concepticate

David Lee (aka worldblee) of Concepticate

Concepticate is the brainchild of David C. Lee. David brings almost 20 years of experience in the high tech and entertainment fields to his marketing and design consulting services for videogame clients. He has worked in videogame marketing, development, PR, and writing. He worked for over ten years at Electronic Arts, then the world’s largest independent developer, as a PR director, senior marketing manager, and managing editor while helping to launch and build a number of franchises including Harry Potter, NASCAR, and NBA Live. He also worked at Streamline Studios as VP of Development and Marketing before and after becoming a consultant working with Activision, SEGA, EA, Sony, the ECA, LucasArts, and other leaders in the gaming industry.

As a consultant, Mr. Lee’s contributions range from evaluating, concepting, and positioning new interactive franchises to planning full campaigns to bring them to market. He has planned marketing and PR campaigns as well as writing and editing game scripts, articles, websites, and other materials—utilizing all aspects of marketing, branding, writing, game development, and PR experience depending on the needs of the client.

Mr. Lee also writes an (almost) daily column on the games industry for The Examiner.

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