Indie Game Marketing

It goes without saying that game development requires a lot of work. This ranges from how you will create the art and design for your game, all the way to how will you promote it once it releases. Of course, if you are an individual or a small game studio, you are likely to need an extra pair of hands when it comes to physically (and mentally) managing all of these different aspects of game development. Whether you are a small team or not, you can still have success in the game dev world.

My name is Max, creative director at MLC and I will be sharing our experience working with game studios to help market/build their games. Hopefully, our unique tips will improve your knowledge and understanding of how you can develop an incredibly successful game.

In this blog, we will focus on our most recent major project, Batch 17. We started by working on different resources to make it stand out online and look the best it could. Promotion on various platforms like Reddit was a great success, which you could even say, made the game as popular as it has become. Ultimately, when marketing a game there is one thing you need to have in your mind: There is no one way to market anything, it is all about persistence and creativity.

Persistence

Focusing on reaching the absolute maximum amount of people is very important. Set yourself a target of a potential reach of 1 million people. I know that sounds impossible, but it really isn’t too bad. There are plenty of subreddits with 80K+ people in them. Post in these subreddits, some Facebook groups, make sure your Twitter is buzzing and you will be well on your way. Even targeting smaller communities is effective. For example, letting a streamer with 1k followers have access to your game could end up being well worth your time and effort.

Creativity

It is important to think of new ideas to help reach that goal of 1 million people. It just isn’t enough to post your game on sites saying “Hey check out this cool game I made, it has guns and shit!”. That’s far too common. Think about what a player might be thinking. For Batch 17, we got our major success when we posted about our upcoming free alpha. Our Twitter was well organized and constantly posting, so people found it and were interested. I woke up one morning and we had been put on Metacritic, a blog had been written about our alpha and we had 400 sign-ups. Now their mailing list has 11,000 members!

What is important to learn from this is: target your audience like you would want to be targeted. Don’t assume someone wants to play your game, in fact, assume they don’t. It’s all about saying “hey look at me”, so draw attention to yourself using a great hook and kicker (great blog post about hook and kicker). Make a kickass trailer (or ask us!), run a giveaway or even partner with a Discord channel. Whatever you do, remember it’s all about that reach count. If your trailer isn’t being found and has less than 1k views, consider sending it to a channel like MathChief. Get other people involved.

 

Finally, make sure you know what you are selling. There is nothing worse than not even knowing what’s so fun about your own game. Get your ideas and stick with them. Copy and paste writing you have used on your store page, on your posts around the web (of course altering slightly). Make your game relate to what the audience wants to play – which is most likely what you want to play.

Get in touch

There is too much to marketing to put in one blog post. There are plenty resources online to help you learn more, but make no mistake, this is hard stuff. If you are really serious about your project it is vital you get marketing done properly. Feel free to contact me at sales@maxlouiscreative.com or message me on Discord at Max#2210 to have a chat with me 🙂

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