How Much Should I Budget for Marketing and Promotions in the First Year?

Marketing is key to attracting customers, building brand awareness, and driving repeat visits for your Game TV franchise. Without a strong marketing plan, even the best location and games won’t bring in enough customers. But how much should you budget for it? Let’s break it down.

What’s the Recommended Marketing Budget?

A good rule for entertainment franchises is to spend 8–12% of projected annual revenue on marketing.

• Basic Budget: €50k–€80k per year (for smaller cities or lower ad spend)
• Aggressive Budget: €100k–€150k per year (for larger markets with heavy competition)

Example Calculation: If you expect €1M in annual revenue, a 10% budget means you should spend €100k on marketing in your first year.

How Should You Allocate the Budget?

• Pre-Launch Marketing (20–30% of Budget) – €10k–€30k
  • Social media hype & teaser campaigns
  • Local influencer partnerships
  • Grand opening event promotions
• Ongoing Digital Ads (40–50% of Budget) – €40k–€75k
  • Facebook, Instagram, and Google Ads
  • Retargeting campaigns to bring back past visitors
  • Video content to showcase game rooms
• Local Partnerships & PR (10–15% of Budget) – €10k–€20k
  • Collaborations with nearby businesses
  • Press releases & influencer visits
  • Sponsoring local events & school partnerships
• Loyalty & Referral Programs (10–15% of Budget) – €10k–€20k
  • Special offers for repeat customers
  • Membership programs & group discounts
  • Referral bonuses for word-of-mouth marketing

Marketing isn’t just about spending money—it’s about being consistent with ads, promotions, and engagement.

Can You Spend Less and Still Get Good Results?

Yes! Here’s how to market effectively on a lower budget:

• Use Organic Social Media – Post daily on Instagram, TikTok, and Facebook to build hype.
• Leverage Local Media – Offer free game passes to local bloggers, radio stations, and influencers.
• Build an Email List – Collect emails during pre-launch and send exclusive deals to early sign-ups.
• Encourage User-Generated Content – Get customers to post their experiences online for free marketing.

A smart marketing strategy can bring in big crowds—even with a smaller budget!

Your Next Step – Exercise

• Write down your estimated first-year revenue.
• Calculate 8–12% of that amount as your marketing budget.
• Make a simple 12-month marketing plan with pre-launch, digital ads, and local promotions.

With the right marketing investment, your Game TV venue can get off to a strong start!