What Is Marketing

Marketing consists of activities that create, promote, and deliver products or services to an audience. In gaming, the product is the game. There are various aspects of marketing, including:

• Identifying Needs: Understanding what gamers want.
• Developing a Game: Creating a game to meet those needs.
• Communicating: Informing potential players about the upcoming game.
• Distributing: Managing the logistics of how the game will be delivered to players.
• Increasing Brand Awareness: Building a positive reputation for the game.
• Attracting New Players: Acquiring new customers and retaining existing ones.
• Driving Sales: Increasing sales revenue, generally through purchasing the game or in-game services.

There are a variety of activities that can be considered marketing, which include advertising, influencer partnerships, community engagement, press relations, and game shows.

Why Marketing Is Required (Gaming Is Competitive)

You might have heard the advice that good games market themselves. While parts of this are true—as word-of-mouth marketing can create great organic growth—this form of marketing often has limits and is risky, leaving it to chance.

There are over 15,000 games released every single year. That is over 2,500 every single month. The vast majority of these games you will not hear about, even if the game is good. And if two very high-quality games of the same type are released at the same time, the game being marketed is likely to win. Therefore, marketing is required. But there is a silver lining...

In less than a decade, from 2015 to 2023, the number of gamers grew from 2 billion to 3 billion. Today, there are over 3 billion gamers worldwide! This means you have a massive market of people who could be interested in your game. Every genre and category of game has its audience. However, to reach these potential players, you still need to market your game.

When to Start Marketing

Marketing should begin as soon as you start developing your game. You don't need a finished product to market an idea or vision and gather people around it. This concept is called "Building In Public," where people enjoy following projects from their earliest stages. If you look at many successful games, they spend years marketing before their release.

There are various things that people engage with before a game is completed, such as:

• Devlogs
• Concept Artwork
• Challenges You Face
• Milestones Reached
• And more

While starting marketing at the beginning of development isn’t always feasible, you should at least begin six months prior to release. Marketing your game happens in stages, and as you get closer to releasing it, your efforts should become more aggressive as you prepare for launch. We will discuss these stages later on.

Marketing Is a Marathon, Not a Sprint

(Wishlist signups over months)

As noted, when marketing should begin six months prior to your game's release, it is critical to understand that marketing is a marathon, not a sprint. To effectively market, it has to become part of your weekly activities, and as you are launching or in a growth phase, it will become part of your daily routine. It will require a sustained effort over a longer period of time.

There are many instances where a developer releasing a game might say, "I am releasing my game in one week and I need to start marketing." A developer who waited until the week prior to market their game still has an opportunity to successfully launch, but they need to understand that once they launch, they will be continually marketing their game, and the time frame for this is way more than one week.

Experimentation Is Important

When you are developing your game, programming is about experimentation until you figure out how to create the experience you want for your game. Marketing can be thought of the same way. You will have to try different platforms, different approaches, and different messages until you figure out what is right for you. Consider the following ways of running experiments when marketing:

• A/B Testing: Compare two versions of a marketing asset to see which one performs better. For example, test different subject lines in email marketing, ad copy variations, or landing page designs.
• Multivariate Testing: Test multiple variables at the same time to understand which combination works best. For example, test different combinations of headlines, images, and CTA buttons on a landing page.
• Content Testing: Test different content formats or messaging approaches to see what resonates most with the audience. For example, test long-form vs. short-form content, blog posts vs. videos, or educational content vs. promotional content. For gaming, this is a big missed area as games tend to only use streams when marketing.
• Pricing Experiments: Understand how price changes affect conversion and revenue.
• Influencer Campaign Testing: Test different influencer marketing strategies or influencer types to optimize engagement and conversions. For example, test micro-influencers vs. macro-influencers, long-term partnerships vs. one-off collaborations, or content formats (video vs. post).

6–12 Months Prior to Release

Goal: Build early awareness and community.

Hours Per Week: 1–3

Activities:

• Share concept art, teasers, and early ideas on social media or blogs.
• Start building a mailing list or community.
• Begin influencer outreach to gauge interest.
• Attend or participate in game showcases to gather feedback and start networking with press and influencers.

3–6 Months Prior to Release

Goal: Grow excitement and refine your audience.

Hours Per Week: 3–8

Activities:

• Announce the game officially with a reveal trailer.
• Engage with early adopters and gather feedback via dev blogs, forums, and social media.
• Start creating regular content updates (dev diaries, progress reports).
• Reach out to streamers or YouTubers for early playtests or feedback.

2–3 Months Prior to Release

Goal: Expand reach and intensify promotion.

Hours Per Week: 6–15

Activities:

• Begin a more formal PR campaign, including press releases and feature stories.
• Open pre-orders or launch a crowdfunding campaign if applicable.
• Increase influencer outreach, offering early copies to streamers, YouTubers, or gaming media for previews.
• Start showcasing gameplay and new trailers.

1 Month Prior to Release

Goal: Maximize visibility.

Hours Per Week: 15–30

Activities:

• Organize launch events or online parties.
• Send review copies to press and influencers for embargoed reviews.
• Promote on social media with countdowns, giveaways, and targeted ads.
• Use paid media (Facebook ads, Google Ads) to drive awareness.

Post-Launch (0–6 Months After Release)

Goal: Maintain momentum and retain players.

Hours Per Week: 20+

Activities:

• Respond to player feedback and release updates, patches, or new content.
• Continue engaging with influencers and encourage post-launch reviews or Let's Plays.
• Run sales, promotions, and events to keep the game in the spotlight.

What Makes a Game Not Marketable

There are several things that make your game not marketable, even if it is a high-quality game. They are:

• Poor Visual Appeal: Bad graphics and lack of polish.
• Bad Gameplay Experience: Having lots of bugs or poor onboarding, especially in demos.
• Bad Timing: The time when you release your game matters—e.g., releasing at the same time as a big AAA title and having users choose between the two.
• Poor Messaging: Not being clear about your game, its intended audience, highlight descriptors, etc.
• Bad Presentation: Low-quality images, confusing promo videos, poor game artwork.
• Not Engaging With Feedback: As users give feedback, not engaging and/or addressing their feedback can hurt marketing.

Polish Your Marketing Assets

The first step to making your game marketable is polishing your marketing material and assets. Notice, the statement was not about polishing your game, but specifically the marketing material. If players are not downloading your game or demo, you can wait on polishing your game and do that later. The reason is your marketing goal is to sell the vision.

An analogy to think about is "selling the sizzle and not the steak." When you are at a restaurant and a steak comes out on a plate, it seems to be sizzling, steam is coming off it, there is a crackling sound, and the smell is making you drool. You haven’t had it yet, but you know you want it. That is how you should think about your marketing materials: you want their mouths drooling for your game before they even play it.

This means you want to deliver captivating promo videos and screenshots. Do not use AI images as they often have a negative response. Your marketing assets should sell the vision of your game and entice the player to want to try it.

Marketing vs. Lying

In the previous section, we discussed that your marketing assets do not have to be the actual representation of your game but should sell the vision of your game. There is a fine line between selling the vision of your game and lying about what the game actually is.

If what is marketed and what is delivered is severely different, users will write reviews about your marketing being deceptive, and these reviews will severely hurt future marketing efforts.

Here are some things that can be acceptable in what is marketed vs. what is delivered:

• Slight Changes in Character Design: Having character designs be slightly different, as long as the quality of the character design in the game is consistent.
• Name Changes: Changing the names of people, places, or items. Things change in development.
• Layout Adjustments: Changes to layouts, maps, etc.

Examples of items that are unacceptable from what is marketed vs. what is delivered:

• Misrepresenting Game Type: Marketing a 3D game and delivering a 2D game.
• Significant Quality Discrepancies: Having the graphics be obviously much lower in quality than what is marketed.
• Platform Availability Issues: Marketing platform availability and then not delivering.
• Misleading Scale: Misleading the game's actual scale, i.e., marketing an open-world game and then delivering a linear story game.
• Gameplay Modes: Promising a multiplayer game and delivering a single-player game.

The bottom line is to make sure the vision that you are marketing you can actually deliver. It doesn’t have to be 100% accurate to what is marketed, but if it vastly underdelivers, it will cause significant backlash.

Refine Your Messaging

How you describe your game plays a crucial role in attracting users. Your messaging should clearly define your target audience, entice them to try your game, and distinguish it from the competition. With over 2,500 games released each month, standing out is more important than ever.

For example, let’s say you're launching a puzzle game. Consider the following descriptions:

• "A cool indie puzzle game" – This is vague and doesn’t say much about the game itself. While it mentions that it's a puzzle game, calling it "indie" isn’t enticing—most players don’t prioritize that detail.
• "A puzzle game that will challenge the way you think" – This is better. It speaks to who the game is for and gives a sense of the player’s experience.
• "A futuristic puzzle game with over 100 unique levels that challenge your thinking more than any other puzzle game" – Now, it’s specific. It tells the player what the game offers in terms of content and highlights its unique value, making it stand out from other puzzle games.

Focus on highlighting what makes your game unique and appealing to the player.

Improving Visual Appeal

First impressions matter. Players often judge a game within seconds based on its visuals. To make your game more marketable, focus on improving its visual appeal:

• Art Style Consistency: Ensure that the game's art style is consistent throughout. Whether it's pixel art, 3D models, or hand-drawn illustrations, consistency builds a cohesive experience.
• User Interface (UI): A clean and intuitive UI enhances user experience. Invest time in designing menus, icons, and HUD elements that are both functional and aesthetically pleasing.
• High-Quality Assets: Use high-resolution textures, detailed character models, and polished animations. If you're not an artist, consider hiring one or purchasing assets from reputable marketplaces.
• Visual Effects: Subtle visual effects like lighting, shadows, and particle effects can significantly enhance the game's atmosphere.

Remember, you don't need AAA-level graphics, but your game's visuals should be polished and appealing to your target audience.

Play Testing

Let’s say you nail the marketing assets and the game messaging really captivates the audience. There is still a potential area where your game can fail, and that is bad gameplay. If your gameplay is terrible, users will leave negative reviews, and those reviews can be debilitating to your growth and retention.

Before you release your game or demo, make sure you have done ample play testing and addressed any issues. Make sure that you have the major issues resolved. This is a good time to set up communication channels with your early adopters where they can give you feedback. As they do, it is critical that you acknowledge their feedback and address their issues.

Best Practices for Play Testing:

• Diverse Testers: Recruit a diverse group of testers representing your target audience. Include both experienced gamers and newcomers to your genre.
• Structured Feedback: Provide testers with surveys or questionnaires to gather structured feedback on specific aspects like gameplay mechanics, difficulty, and enjoyment.
• Observe Gameplay: Whenever possible, observe testers as they play. This can reveal issues that players might not articulate in feedback, such as confusion during tutorials or difficulty spikes.
• Iterative Testing: Conduct multiple rounds of testing after making improvements. This helps ensure that changes have the desired effect and haven't introduced new issues.
• Feedback Channels: Set up dedicated channels for feedback, such as forums, Discord servers, or email. Be responsive and show appreciation for testers' input.

Awareness

Conversion Rate: 1% - 5% Awareness to Interest

Description:

This stage answers the question: does anyone know your game exists? You could have the best trailer and the most polished game, but it won't matter if no one sees it.

Awareness can be generated through ads (e.g., CPM campaigns), influencer partnerships, social media posts, Reddit discussions, and more. You will often have generate hundred of thousands to million of views to get a return.

Key Metrics: Views, impressions, mentions, reach.

Common Mistakes:

With conversion rates between 1% to 5%, high awareness numbers are crucial. For example, if 100,000 people see your game, only 5,000 might advance to the interest stage.

A common mistake is undervaluing awareness activities that don’t have direct tracking to purchases. For example, influencer marketing can create significant awareness but might lack clear attribution. Remember, even if potential players search for your game a week after seeing it, breaking direct attribution, that initial awareness was essential.

Interest

Conversion Rate: 5%-15% Interest to Consideration

Description:

Once aware of your game, people begin to show light interest by researching it briefly, engaging in activities such as:

• Visiting the website
• Watching trailers
• Following on social media
• Reading reviews
• Reading news articles or blog posts

The more content you provide, the easier it is for potential players to move forward in the funnel.

Common Mistakes:

With a 5%-15% conversion rate, a common goal would be to convert 5,000 interested people into 750 engaged ones. A common pitfall is neglecting social media, which can hinder players' evaluation process.

Inactive or empty social media pages can negatively impact your brand’s perception. Providing a steady stream of updates, artwork, and interaction helps build confidence in prospective players.

Evaluation

Conversion Rate: 1%-60% Consideration to Conversion

Description:

In the evaluation stage, potential buyers are seriously considering your game and often take steps like:

• Joining the community
• Signing up for newsletters
• Visiting the website or storefront multiple times
• Checking pricing
• Starting discussions on forums
• Adding the game to their wishlist

Conversion rates here can be high, especially for wishlisted games, which have been shown to convert up to 20% within the first month of release and up to 60% within the first year.

Building on our previous example, if 20% of the 750 users convert, that results in 150 installs and/or purchases. For premium games, this is the time to check your cost per install (CPI) or customer acquisition cost (CAC). For example, if your game is priced at $10, then $10 * 150 purchases equals $1,500. A simplified view is that if you spent $1,000 on promotions, you’re profitable! However, if you spent $2,000 on promotions, you’re losing money and may need to improve the awareness, interest, or evaluation stage in your funnel.

Common Mistakes:

To move forward, actively addressing negative feedback is key. If a negative review appears, respond quickly, apologize for the experience, and provide solutions. Unresolved negative feedback can deter others in this stage.

Conversion

Conversion Rate: 15%-25% Conversion to Retention

Description:

This is the most exciting stage: a player has purchased or installed your game. However, retention is essential, especially for free-to-play games.

For premium games, a purchase typically means immediate revenue. For free-to-play games, the goal is to retain players long enough for in-game purchases or ads to cover development and marketing costs.

Common Mistakes:

Neglecting retention efforts can be costly. Conversion doesn’t end at the download; providing an engaging experience, updates, and a vibrant community helps prevent churn.

Retention

Conversion Rate: 5%-15% Retention to Advocacy

Description:

Retention is about keeping players engaged beyond their initial interaction. This can involve ongoing content updates, in-game events, and community-building activities. Free to play games need to focus heavily on retention, and figure out how long a user must play the game to generate a profitable return.

Key Metrics: Daily active users (DAU), monthly active users (MAU), session duration, repeat login rates.

Common Mistakes:

Two common mistakes here involve content updates and community engagement.

The first is failing to update the game with new features or content. Players need reasons to return, so maintaining a steady update cadence and responding to player feedback is critical. For free-to-play games, it’s also essential to avoid aggressive monetization that could turn players away.

The second mistake is neglecting community-building. Communities foster engagement, especially with user-generated content, which encourages interaction among players. Use community events to increase engagement and retention.

Advocacy

Description:

At this final stage, loyal players are enthusiastic enough to promote your game. They leave positive reviews, recommend the game to friends, create user-generated content, or even become active community leaders.

Advocacy creates the most powerful form of marketing—word-of-mouth from a satisfied player who has nothing to gain and is genuine in their support for your game.

Key Metrics: User-generated content, social shares, referrals, positive reviews.

Common Mistakes:

A lack of community support or incentives for fans can stifle advocacy. Engaging your community, rewarding contributions, and spotlighting user-generated content can strengthen this bond, helping turn loyal players into powerful advocates who amplify your game's reach.

Media Kit

The first item you should start with in marketing is a media kit. The reason is that a media kit will contain assets that can be reused in other forms of marketing. This includes advertising, PR, influencer marketing, and what you submit to gaming databases.

Your media kit should be considered a living document. This means that you are constantly updating it as you improve your marketing over time.

What to Include in Your Media Kit:

• Game Logo and Icon: High-resolution versions in various formats.
• Screenshots and Artwork: Captivating images that showcase your game.
• Trailers and Videos: High-quality trailers, gameplay videos, and teasers.
• Press Release: A concise document that provides an overview of your game.
• Fact Sheet: Key details such as release date, platforms, pricing, and features.
• Developer Bio: Information about you or your team.
• Contact Information: How interested parties can reach you.

Databases

There are several databases you should submit your game to in order to increase exposure. Many third-party applications use these databases to index games. For example, if you want your game to appear on Twitch, you should register it with IGDB, as Twitch pulls its game selection from there.

You can see a list of databases we have recommend you submit your game to here: Gaming Databases

Communities

Building a community around your game is crucial for sustained success. Engage with players on platforms where they congregate.

• Forums: Create or participate in forums related to your game's genre. Platforms like Reddit or dedicated forums can be excellent places to interact with potential players. Forum communities can help with SEO and overal discovery.
• Chat Servers: While managing chat servers can be challenging due to potential low engagement, it can still be a valuable tool if nurtured properly. Provide exclusive content, host events, and encourage community interaction. Chat communities often do not help with SEO.
• Social Media Groups: Engage with Facebook groups or other social media communities that align with your game.

One great benefit of communities is their user-generated content. Find ways to let your users create and engage with them:

• Fan Art Contests: Engage creative fans.
• Modding Support: Allow players to create custom content.
• In-Game Events: Organize challenges or events.
• Highlight Community Content: Share player creations on official channels.

Statistics and Benefits For Gaming Communities:

1. Increased Player Retention: Games with active communities retain up to 30% more players than those without. Community engagement keeps players invested and less likely to churn.
2. Higher Player Spending: In-app spending is 20% higher on average among players who are active in a game's community, as they are more likely to buy items, participate in events, and support the game financially.
3. Enhanced Player Acquisition: Community-driven content (e.g., social media posts, streams, fan art) can increase a game’s reach by 40% or more, as players often share experiences with their networks, acting as organic promoters.
4. Improved User-Generated Content (UGC): Around 70% of community members engage in some form of UGC, whether it’s creating mods, sharing strategies, or posting gameplay videos. This content helps attract new players and provides a steady flow of fresh experiences for existing players.
5. Positive Impact on Game Development: Games with community feedback loops see 25% fewer bugs and more balanced features upon release, as developers can address issues reported by players, leading to a smoother gaming experience.
6. Enhanced Longevity and Player Loyalty: Active communities can extend a game’s lifespan by 2-3 years on average. Games with loyal communities often become enduring franchises, as players are more likely to stay engaged over time.
7. Boost in Player Interaction: Social features like forums, Discord channels, or in-game chats can increase player interaction by 50%. These interactions foster relationships, collaboration, and competition, all of which deepen engagement.
8. Effective Marketing Tool: About 60% of players discover new games from community recommendations. Communities create a sense of belonging and trust, making them an effective tool for organic game marketing.
9. Faster Growth on Social Platforms: Games with communities grow their social media followings up to 5x faster than games without. A strong community presence across platforms translates to more visibility, player acquisition, and engagement.

You can see a list of commuity solutions we have recommend here: Gaming Communities

Advertising

The classic approach: advertise on TikTok, Facebook, Instagram, Reddit, etc. The key to advertising is simple: keep your cost per install (CPI) lower than the price of your game plus any associated fees. For example, if your game is priced at $10 and your CPI is $2, you're in good shape. But if your CPI is $11, you're losing money. Be sure to factor in platform distribution fees as well. Once you have a profitable formula, advertising can scale effectively.

Tips:

• Define Your Target Audience: Tailor your ads to reach the right people.
• Set Clear Objectives: Know what you want to achieve (downloads, website visits, etc.).
• Create Compelling Ad Creatives: Use eye-catching visuals and persuasive copy.
• Test and Optimize: Continuously monitor and adjust your campaigns.
• Track Metrics: Focus on CPI, CTR, and ROAS to assess effectiveness.
• Budget Wisely: Start modestly and scale up with successful strategies.

Influencer Marketing

In addition to building your own social presence, leverage influencers. Have them stream your game, but also encourage them to create short-form content, which often has a higher lifetime value. Platforms like Glitch are useful for sourcing and managing influencers.

From a strategy perspective, you can either work with mid, macro, and mega influencers to reach a large audience at once, or with nano, micro, and some mid-level influencers to reach smaller, more targeted audiences. The smaller influencers are often easier to negotiate with and may even promote your game for free.

Strategies:

• Identify the Right Influencers: Ensure their audience aligns with your target demographic.
• Build Relationships: Engage genuinely before pitching collaborations.
• Offer Value: Provide early access or exclusive content.
• Set Clear Expectations: Outline deliverables and key messages.
• Measure Impact: Monitor engagement, referral traffic, and conversions.

Statistics:

1. Enhanced Game Sales: Collaborations with influencers can significantly boost game sales. For instance, the game "Among Us" saw a 661% increase in downloads after popular streamers began playing it.
2. Increased Player Engagement: Games promoted by influencers often experience higher player engagement. A study found that 20% of gamers are more likely to try a game recommended by their favorite influencer.
3. Expanded Audience Reach: Influencers help games reach broader audiences. Approximately 70% of gamers discover new games through influencer content, highlighting the effectiveness of this marketing channel.
4. Audience Reach: Gaming influencers are particularly effective in engaging the 18-34 age demographic, with 23% of men in this group following gaming creators, making them the most popular influencer type among young males globally.
5. Consumer Trust and Purchases: Approximately 32% of consumers globally have purchased a product based on a creator's recommendation, with this figure rising to 40% among gaming enthusiasts.
6. Platform Engagement: Gaming content thrives on platforms like TikTok, YouTube, and Twitch. For example, the hashtag #TikTokMadeMePlayIt has garnered over 161.6 million views, showcasing the platform's influence in game discovery.

You can see our influencer marketing resources here: Influencer Marketing Resources

Email Marketing

Email marketing can boost a video game’s success by directly engaging players with updates, exclusive content, and event invites, keeping the game top of mind and fostering loyalty. It’s a cost-effective way to drive retention, promote in-game purchases, and encourage word-of-mouth referrals.

Strategies:

• Build an Email List Early: Encourage sign-ups on your website and social media.
• Provide Value: Offer exclusive content or early access.
• Personalize Communications: Tailor content when possible.
• Maintain Regular Contact: Stay in touch without overwhelming subscribers.
• Include Clear Calls to Action: Guide readers on what to do next.

Statistics and Benefits

1. Increased Player Engagement: Email marketing boasts an average open rate of 41.31% across industries, with the 'Games' category achieving a 32.02% open rate. This indicates that a substantial portion of recipients are engaging with game-related emails.
2. Higher Conversion Rates: The 'Games' industry experiences a click-through rate (CTR) of 3.75%, surpassing the overall average of 3.01%. This suggests that game-related emails effectively drive recipients to take desired actions, such as downloading a game or making in-game purchases.
3. Cost-Effective Marketing: Email marketing offers a high return on investment (ROI), with some studies indicating an average ROI of $42 for every dollar spent. This makes it a cost-effective strategy for game developers to reach and engage their audience.
4. Personalized Player Experience: Personalized emails can improve click-through rates by an average of 14% and conversions by 10%. By tailoring content to individual player preferences, game developers can enhance player satisfaction and loyalty.
5. Enhanced Player Retention: Regular newsletters keep players informed about updates, events, and new content, fostering a sense of community and encouraging continued engagement with the game. This ongoing communication can lead to higher player retention rates.
6. Direct Communication Channel: Email provides a direct line to players, allowing developers to share important information without relying on third-party platforms. This control over communication can lead to more effective marketing campaigns and timely updates.

You can see our newsletter resources here: Newsletter Resources

Press/PR

PR can be done for free if you turn it into a process. This means assembling a media kit and reaching out to publications, blogs, and podcasts. Working through it should cost you nothing but time, though you may also want to consider some paid PR options.

Tips for Effective PR:

• Assemble a Media Kit: Make it easy for press to access information.
• Compile a Press List: Identify publications, blogs, and podcasts relevant to your game.
• Personalize Your Outreach: Tailor your messages to each publication or journalist.
• Timeliness: Reach out well in advance of your release date.
• Follow Up: Don't be afraid to send a polite follow-up if you don't hear back.
• Press Releases: Write clear and concise press releases that highlight newsworthy aspects of your game.

Statistics

1. Increased Game Sales: Games with robust PR campaigns can experience a substantial boost in sales. For instance, titles featured prominently in media outlets often see a 50% increase in sales during launch periods.
2. Enhanced Brand Visibility: Consistent PR efforts can elevate a game's brand presence. Studies indicate that games with active PR engagements have a 70% higher chance of being covered by top-tier gaming publications, leading to greater visibility.
3. Improved Player Trust and Credibility: Positive media coverage fosters trust among potential players. Approximately 60% of gamers are more likely to try a game that has received favorable reviews and features in reputable media outlets.
4. Effective Crisis Management: A well-structured PR strategy enables swift and effective crisis management. Games that address issues promptly through PR channels can mitigate negative feedback, with 80% of players appreciating transparent communication during crises.
5. Increased Community Engagement: PR activities, such as press releases and media interviews, can stimulate community discussions. Engaged communities are more likely to participate in game events and provide feedback, enhancing the overall gaming experience.

You can see a list of PR resources we have compiled here: PR List

Social Media

Managing social media yourself can be good for marketing, but it requires time and consistent effort. You'll need at least six months of regularly posting interesting content on a weekly or daily basis.

Best Practices:

• Choose the Right Platforms: Focus on platforms where your target audience is most active. For gamers, this often includes Twitter, Instagram, TikTok, and Reddit.
• Content Variety: Mix up your posts with images, videos, polls, and text updates. Share behind-the-scenes content, development updates, and engage with trending topics.
• Consistency: Post regularly to keep your audience engaged. Use a content calendar to plan ahead.
• Engagement: Respond to comments and messages promptly. Engage with your followers by asking questions and encouraging discussions.
• Hashtags and Trends: Use relevant hashtags to increase the reach of your posts. Participate in trending topics when appropriate.
• Analytics: Monitor your social media analytics to understand what content performs best and adjust your strategy accordingly.

Gaming Showcases

Participating in game showcases is an excellent opportunity to gain exposure and connect with players and industry professionals.

Tips:

• Research Opportunities: Look for both virtual and physical events suitable for indie developers, such as PAX Indie Showcase, IndieCade, or regional game expos.
• Application Process: Each showcase has its own application process and deadlines. Prepare a compelling application with high-quality assets and a clear description of your game.
• Prepare a Demo: Have a polished, bug-free demo ready for the event. Ensure it highlights the best features of your game.
• Engage Attendees: If attending in person, create an inviting booth. If virtual, be active in chat rooms and forums. Be prepared to answer questions and gather feedback.
• Follow-Up: After the event, engage with players to get their feedback.

Statistics and Benefits:

1. Increased Game Sales: Titles featured prominently at major gaming showcases often experience a significant boost in sales. For instance, games highlighted during E3 have been observed to see a 100% increase in pre-orders compared to those not showcased.
2. Enhanced Brand Visibility: Participating in high-profile events like Gamescom, which attracted over 370,000 visitors in 2019, allows developers to reach a vast audience, thereby increasing brand awareness and recognition.
3. Media Coverage and Publicity: Games unveiled at showcases receive extensive media coverage. For example, the 2020 Tokyo Game Show garnered over 31 million views online, providing substantial exposure for participating titles.
4. Investor Interest: Showcases serve as platforms for developers to attract potential investors. Data indicates that games presented at major events are 50% more likely to secure funding compared to those that are not.
5. Community Engagement: Showcases foster community engagement by allowing fans to experience demos and interact with developers. Surveys reveal that 85% of gamers feel more connected to a game after experiencing it firsthand at a showcase.
6. Pre-Launch Feedback: Developers can gather valuable feedback during showcases, leading to improvements before official release. Approximately 70% of developers report making significant changes to their games based on showcase feedback.
7. Social Media Buzz: Announcements made during showcases often trend on social media platforms. For instance, during E3 2019, there were over 15 million tweets related to the event, amplifying the reach of showcased games.

You can see a list of gaming showcases we have compiled here: Gaming Show Cases

Wiki

Wikis are a great way to let people dive deep into your game, turning them into super fans and advocates. They also provide an opportunity to offer support when players have questions or feel confused during the game. Additionally, if your wiki is publicly accessible, it allows your fans to contribute directly to your game's development.

Statistics and Benefits:

1. Enhanced Player Engagement: Games with active wikis often see a 20% increase in player retention, as players utilize these resources to deepen their understanding and enjoyment of the game.
2. Improved Community Collaboration: Approximately 60% of gamers contribute to or regularly consult game wikis, fostering a collaborative environment where players share strategies, tips, and experiences.
3. Increased Web Traffic: Official game wikis can attract significant web traffic; for instance, popular game wikis have reported monthly visits exceeding 5 million, indicating high player interest and engagement.
4. Reduced Support Costs: Comprehensive wikis can decrease the volume of support tickets by up to 30%, as players find answers to their questions independently, reducing the burden on customer support teams.
5. Enhanced Search Engine Visibility: Games with well-maintained wikis often experience a 25% boost in search engine rankings, making it easier for potential players to discover the game through organic search.
6. Continuous Content Updates: Active wikis ensure that game information remains current, with 70% of wikis updating content within 24 hours of new game releases or updates, providing players with timely information.
7. Increased Player Acquisition: Prospective players are 40% more likely to try a game after exploring its wiki, as comprehensive information can influence their decision to engage with the game.

You can view a list of wikis we've compiled here: Wikis

Platforms

Platforms are software-as-a-service (SaaS) tools designed to handle specific aspects of marketing. Without platforms, you might find yourself recording marketing efforts in spreadsheets. While managing campaigns in spreadsheets is possible, it's far from ideal. Many platforms today are self-service and easy to use.

• Influencer Platforms: At Glitch, we offer a platform that uses AI to help developers manage their influencer campaigns.
• PR/Press: There are platforms like Prowly that allow you to manage press outreach.
• Advertising: Major platforms such as Reddit, Twitter, Facebook/Instagram, TikTok, and others now offer robust, user-friendly advertising tools that don't require technical expertise.

Consider experimenting with different platforms and campaigns to see if you can manage the process yourself before turning to a third party for help.

Agencies

An agency is typically an external firm hired by game developers or publishers to manage specific marketing tasks or campaigns. Agencies specialize in marketing, advertising, and public relations, and they often focus on creating and executing strategies to promote games to the target audience. Some key aspects of what an agency might handle include:

• Marketing campaigns: Designing and executing advertising campaigns (digital, social media, influencer marketing, etc.).
• Public relations: Managing media relations, securing game reviews, and creating buzz through press coverage.
• Creative content: Producing trailers, social media content, or other promotional material.
• Influencer outreach: Collaborating with influencers and streamers to promote the game.

Agencies are contracted for a specific duration or project, often when a game is nearing launch or during a specific promotional phase.

Publisher

A publisher is a company that funds, distributes, and often oversees the development of the game. They are deeply involved in a game's lifecycle from production to release, and even after launch with post-release support. The publisher often has a say in the creative direction, marketing, and business aspects. Some roles of a publisher include:

• Funding: Providing financial resources for game development.
• Game distribution: Handling the distribution of the game, whether through digital platforms or physical retail.
• Marketing management: Coordinating large-scale marketing and promotional efforts, often hiring agencies to execute specific aspects.
• Quality assurance: Overseeing testing, localization, and ensuring the game meets quality standards.
• Localization: Making sure the game is available to as many diverse audiences as possible.
• Business deals: Negotiating partnerships, platform exclusivity deals, or distribution agreements.

Publishers have long-term stakes in the success of the game and often work with developers from the early stages through post-launch.

Key Difference

Agency: Focuses on executing specific marketing tasks; usually hired by a developer or publisher for a set project or campaign.

Publisher: Owns the rights to the game, funds its development, manages its distribution, and is involved in broader strategic decisions, including marketing.

In short, agencies execute marketing strategies, while publishers own and guide the game’s entire business and distribution journey.