So, you're gearing up for an upcoming release, or you already have a finished project and want to attract as many players as possible. However, there are many ways to promote your game, and while you might be aware of some of them, you might not know where to start. Of course, a lot depends on your team, the skills you have, and your budget. In another article, we've previously discussed how to promote an indie game on a low budget. We want to dive deeper into one key aspect: researching the gaming promo landscape.
Identify Role Models
Even if you're going at it alone, there are specific steps you should take, explicitly conducting research on which marketing strategies are most effective at this point in time.
We recommend starting with competitor research, or, as you could call them, your "older siblings" in the market—those who have already achieved their marketing goals. You can learn valuable strategies from them. Initially, pick games in the same genre as yours or similar to it. To get a more complete picture, you might also choose a few games from completely different genres that have made a splash on the internet for surprising reasons and have a large player base.
To find such games, we suggest using the following resources:
- Streamscharts - database of live streaming stats and analytics
- SteamDB - is a database of everything on Steam
- Vginsights - Access to prices, sales estimates, ratings, genres, and much more for over 50,000 Steam games!
- Statista - this platform has statistical research for different purposes. And they have information about the gaming market as well. For example, here is their overview of Indie Games Ground in 2022.
What competitors are doing to grab attention
Okay, you've put together a list of games you admire for their performance and aim to achieve similar, if not better, results. Let's put on our detective hats and investigate how they promote themselves. First off, you need to understand how these games are positioned. Visit their official websites and social media platforms. Pay attention not only to their general communication but also to special events—especially events that are not in-game but designed to attract new audiences. For example, when they ask people to share information on social media or participate in a creative task.
If there's a particular post you especially like that generates a lot of audience interaction, consider the category it falls under and try to implement a similar idea for your game. Create a similar type in your communication strategy. However, your efforts mustn't be just attempts to copy successful posts. Remember, this is research, and you might find that promoting your game through your own communication channels might not be the best route. You may decide to reserve these platforms exclusively for important announcements.
What the media say about these projects
In the second step, you should scan through media outlets to gauge the presence of the games you've selected.
Check for any mentions at all. If you find some, note why the media covers this particular game. Is it a simple new release review, or have they done something that created a buzz and got people talking? Jot down all the valuable information and insights in your idea cloud. Critical analysis and the feasibility of implementing these ideas will come in later stages. You can also glean what aspects of the game were praised and what were criticized. However, the most important takeaway should be understanding why the media decided to cover them in the first place.
Here are a few media examples to get you started, but don't limit yourself to this shortlist. Dig deeper to uncover more valuable resources.
- Gamesbeat.com - A news website focusing on the video game industry, covering game releases, trends, and business aspects.
- Kotaku.com - A blog that offers news, reviews, and opinions on games, gaming communities, and gaming culture.
- Esportsinsider.com - A specialized news platform for everything related to esports, including events, sponsorships, and industry developments.
Why Players Love a Game and How Its Community Forms
The final step in the process is perhaps the most time-consuming because it's where we delve into community feedback to gauge what makes a game famous or beloved. To understand this, you have to go where your audience hangs out. YouTube is an obvious starting point. Pay attention to what influencers say about your game. Is it part of a marketing campaign or a genuine passion? The nature of the video can offer invaluable insights. If entire YouTube channels are dedicated to discussing your game, it's a strong indicator of the game's staying power and appeal. However, even long-lasting games can falter, so it's crucial to understand both the praise and the criticisms.
Another endless source of community feedback is Reddit. When you find dedicated subreddits or communities around your game, take note of the trending topics. These platforms offer self-regulation, often free from developer influence, making them goldmines for unfiltered opinions. Make sure to explore Reddit communities that focus on indie games to understand the broader landscape.
Discord offers another venue to find information and directly engage with players. Multiple channels exist where enthusiasts dissect even the most minor details of indie games similar to yours. Gaining insights here will help you understand the tastes and preferences of players in your game's genre, helping you figure out what features to emphasize for effective promotion.
Thorough research is crucial in-game promotion, especially when working on a limited budget. Make sure to put in the time and effort in this phase to select the most effective strategies and promotion channels going forward. And keep in mind that platforms like Drope.me offer excellent opportunities for promotion through a network of skilled influencers who are passionate about gaming and know how to promote it effectively.
