The official "how to market and advertise your game thread"
by John Bura · in General Discussion · 09/28/2009 (10:40 pm) · 11 replies
There are many ways to get your game heard. As indie developers our biggest obstacle is obscurity not piracy.
Let's talk about effective ways that cost money and do not cost money to advertise our games.
One of the best ways I feel that you can advertise your game is to let the right people know about your game. Target sharp enough and you will find an ecstatic fan base. Exclude people who don't like that game. There is no point trying to persuade a person who likes the Sims to your very graphic FPS.
Find games that are similar to yours. For example, my game is a cross between world of warcraft and rockband.
Describe your game is the most creative way possible.
"My game is like super mario brothers meets south park"
"The gameplay in my game is like drinking 3 energy drinks at once"
Let's have a discussion on the best ways to market our games.
Let's talk about effective ways that cost money and do not cost money to advertise our games.
One of the best ways I feel that you can advertise your game is to let the right people know about your game. Target sharp enough and you will find an ecstatic fan base. Exclude people who don't like that game. There is no point trying to persuade a person who likes the Sims to your very graphic FPS.
Find games that are similar to yours. For example, my game is a cross between world of warcraft and rockband.
Describe your game is the most creative way possible.
"My game is like super mario brothers meets south park"
"The gameplay in my game is like drinking 3 energy drinks at once"
Let's have a discussion on the best ways to market our games.
#2
09/29/2009 (2:15 am)
Quote:That's a really great idea there Ted, I might have to "borrow" that from you ;)
I have a banner at the top of the page that I update every few weeks with concept art or pre-viz shots, letting people know that things are changing in the backround even if that's the only change on the site.
#3
:/
hmmm ... maybe not the best marketing slogan ...
Also, I'm not certain the "my game is like - " is really the best way to go.
09/29/2009 (11:27 am)
Buy my game or the kitten gets it:/
hmmm ... maybe not the best marketing slogan ...
Also, I'm not certain the "my game is like - " is really the best way to go.
#4
09/29/2009 (11:32 am)
Quote:Also, I'm not certain the "my game is like - " is really the best way to go.Yeah, that suggestion was bugging me and I would agree with Steve. Generally when I hear that line I lose any and all interest in whatever it is -- music, books, movies, or games.
#5
I have to agree - if it's 'like' something then it looses all originality and since i already know the ones who are 'like' that and came before i have no reason to want to try it. Same old same old.
This one i like - but the examples posted are NOT creative.
Maybe something in the lines of:
In my game you're stranded in a strange world and someone is trying to catch you. You have no memory of how you got there or who and why is after you so you have to rebuid your memory by finding clues to your past while still avoiding capture
Your description should say enough about the game sinopsys to gather interest and not enough to give away all the story
09/29/2009 (11:46 am)
Quote:Generally when I hear that line I lose any and all interest in whatever it
I have to agree - if it's 'like' something then it looses all originality and since i already know the ones who are 'like' that and came before i have no reason to want to try it. Same old same old.
Quote:Describe your game is the most creative way possible
This one i like - but the examples posted are NOT creative.
Maybe something in the lines of:
In my game you're stranded in a strange world and someone is trying to catch you. You have no memory of how you got there or who and why is after you so you have to rebuid your memory by finding clues to your past while still avoiding capture
Your description should say enough about the game sinopsys to gather interest and not enough to give away all the story
#6
If you say that your game is "completely new and has ideas that have never been done before", that may peak somebody's interest but leaves them with no idea on what your game is about.
If you give examples of other games it can give people a good idea on what they are about to play.
A possible way to describe it would be.
Imagine this totally new idea for game play: You are skateboarding and shooting zombies at the same time. So its kinda like Skate 2 meets dead rising.
After that they say "Dude Im totally there" Or "no thanks its not for me".
Ambiguous marketing doesn't work anymore. I don't think you can trick people into playing your game. If you do they won't play it again.
If I were marketing Bio shock I would say. Its like resident evil meets the world of Ayn Rand. That is a very good description of the game.
I guess my main point is to be super specific about your game and not be ambiguous.
09/29/2009 (12:06 pm)
The idea behind referencing your game to others is to make sure that you are targeting the right audience.If you say that your game is "completely new and has ideas that have never been done before", that may peak somebody's interest but leaves them with no idea on what your game is about.
If you give examples of other games it can give people a good idea on what they are about to play.
A possible way to describe it would be.
Imagine this totally new idea for game play: You are skateboarding and shooting zombies at the same time. So its kinda like Skate 2 meets dead rising.
After that they say "Dude Im totally there" Or "no thanks its not for me".
Ambiguous marketing doesn't work anymore. I don't think you can trick people into playing your game. If you do they won't play it again.
If I were marketing Bio shock I would say. Its like resident evil meets the world of Ayn Rand. That is a very good description of the game.
I guess my main point is to be super specific about your game and not be ambiguous.
#7
Of course, I assume that using that method of description is just a convenience - if your game actually is just like two other games, well, that's not great. But I don't see it as out of place to try to refer to similar experiences. Since there are very, very few truly new experiences.
EDIT.
Oh, and about the actual marketing of games ;P. I saw an interview or blog somewhere that mentioned sending games or publicity material to reviewers who you know would be interested in the type of game you've made. Someone's said that before, about the targeting. But not about reviewers.
09/29/2009 (12:07 pm)
I agree that the 'my game is like' approach isn't fantastic, but sometimes you need a touchstone that people can understand, especially if you're not trying to break the mould with some crazy new innovative indie mix between platforming and cooking sim.Of course, I assume that using that method of description is just a convenience - if your game actually is just like two other games, well, that's not great. But I don't see it as out of place to try to refer to similar experiences. Since there are very, very few truly new experiences.
EDIT.
Oh, and about the actual marketing of games ;P. I saw an interview or blog somewhere that mentioned sending games or publicity material to reviewers who you know would be interested in the type of game you've made. Someone's said that before, about the targeting. But not about reviewers.
#8
I guess the game market needs some mind blowing new feature. So a good way to do talk about it would be
If you like these games ____,_____. Then you will love our game.
But here is what this game does that is an improvement on these. And I can't wait to tell you about these cool new features.
EDIT
@Daniel
Yeah targeting reviews is the best thing you can do. No sense getting some hip girl who likes to play rock band and dance revolution to review your dark-chainsaw-massacre-scifi-zombie-thriller. She probably won't like it or just give it a bad review.
09/29/2009 (12:14 pm)
When It comes to production you obviously have to make your game different. But If you look at FPS games they fairly similar. If you play halo you probably would like half life and a bunch of other games in the genre. But you might not like dance dance revolution. I guess the game market needs some mind blowing new feature. So a good way to do talk about it would be
If you like these games ____,_____. Then you will love our game.
But here is what this game does that is an improvement on these. And I can't wait to tell you about these cool new features.
EDIT
@Daniel
Yeah targeting reviews is the best thing you can do. No sense getting some hip girl who likes to play rock band and dance revolution to review your dark-chainsaw-massacre-scifi-zombie-thriller. She probably won't like it or just give it a bad review.
#9
My point was about really introducing the concept of the game - trying to catch an interest in the storyline for example (if it's a story driven game)
Of course mentioning that graphically it's like game A and gameplay is like game B is good for placing the possible gamer you are talking to in the mood but just saying
Will leave him thinking "So it's a platformer with characters that look paper cutted" - that's not interesting. Now if you would say instead it's a platformer set in a world of fantasy like the Super Mario games but with the violence level brought up to the crazy foolish level of South Park. It is extremly fun to play and blow up all those fluffy mushroom people. (really silly example but was using your SMB & SP example)
09/29/2009 (12:25 pm)
My point was not about not mentioning games of past at all but rather about not just saying (as in the examples) my like is like that game.My point was about really introducing the concept of the game - trying to catch an interest in the storyline for example (if it's a story driven game)
Of course mentioning that graphically it's like game A and gameplay is like game B is good for placing the possible gamer you are talking to in the mood but just saying
Quote:My game is like super mario brothers meets south park
Will leave him thinking "So it's a platformer with characters that look paper cutted" - that's not interesting. Now if you would say instead it's a platformer set in a world of fantasy like the Super Mario games but with the violence level brought up to the crazy foolish level of South Park. It is extremly fun to play and blow up all those fluffy mushroom people. (really silly example but was using your SMB & SP example)
#10
That is a very good description. When I pitch anything I try to keep it as simple as possible. I find the best pitches are 1 to 2 sentences.
My game is like super mario brothers meets south park. The fun and foolishly-violent cartoon platform fantasy universe game.
09/29/2009 (12:31 pm)
Absolutely,That is a very good description. When I pitch anything I try to keep it as simple as possible. I find the best pitches are 1 to 2 sentences.
My game is like super mario brothers meets south park. The fun and foolishly-violent cartoon platform fantasy universe game.
#11
You have to really know the game and audience your developing.
Even if someone shows interest in that initial 1 or 2 setence pitch you talk about then he will want more. So be ready to serve more.
If your games strong point is story, elaborate (without too much detail) on the storyline. If it's action packed elaborated efusely on that point.
Know your game. Know your audience. Sell your pitch
Too major things that put away propected gamers are showing you don't know much about the game by not beeing able to answer basic questions and focusing on some aspect of the game that isn't their cup of tea.
If you talk too much about the storyline of your game to someone who just wants to know about the action you loose our pitch even if your game has more action packed then the latest blockbuser
09/29/2009 (12:48 pm)
Also adding up to the point:You have to really know the game and audience your developing.
Even if someone shows interest in that initial 1 or 2 setence pitch you talk about then he will want more. So be ready to serve more.
If your games strong point is story, elaborate (without too much detail) on the storyline. If it's action packed elaborated efusely on that point.
Know your game. Know your audience. Sell your pitch
Too major things that put away propected gamers are showing you don't know much about the game by not beeing able to answer basic questions and focusing on some aspect of the game that isn't their cup of tea.
If you talk too much about the storyline of your game to someone who just wants to know about the action you loose our pitch even if your game has more action packed then the latest blockbuser
Torque 3D Owner Ted Southard
Setting up a development blog is another good way. It adds stickiness to your site, and people can tell a lot about you and your goals from the way you write. Obviously, this is the part where I mention spell and grammar checking- because nothing runs people off faster than putting up a blog that is written like you're texting your ub3rl33t friends... ;)
Try to keep your website updated. I don't do that well at this, I admit, but I have a banner at the top of the page that I update every few weeks with concept art or pre-viz shots, letting people know that things are changing in the backround even if that's the only change on the site.