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Gamasutra: Simon Carless’s Blog-The Fab Four Game Marketing Quotations

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[The GameDiscoverCo game discovery newsletter is written by ‘how people find your game’ expert & GameDiscoverCo founder Simon Carless, and is a regular look at how people discover and buy video games in the 2020s.]

It’s time for the second newsletter of the week. A really terrible opinion piece leads this on how GameStop’s stock is inspired by Animal Crossing’s Stoke Market trading patterns. Gamer! (just kidding.)

It actually starts from now on:

4 indie game marketing maxims to live

I just wanted to emphasize using the first part of this newsletter This tweet From Hannah Flynn, an operator familiar with marketing / discovery (Communication Director of Failbetter Games, the fame of Sunless Sea / Skies).

In fact, her view is very much in line with what GameDiscoverCo thinks about game marketing.

We feel strongly about them, so we only comment on each of them individually. And I decided to set a theme for each of her points, named after the Beatles members. It was just such a week.

Some work, some don’t-what worked 6 months ago probably won’t work (Pole)

Two things here: First, It’s important to understand what’s not working and not emphasize it.. Why are you spinning so many plates when you can focus on one or two things that make a difference? Secondly, Keep up with trends.. Like the Beatles, he was a master of reinvention.

(And in the case of Paul, even a rebirth. Well, did you know that the strange “Paul is dead” meme produced an eerie song by Feliz Navidard’s fame José Feliciano? Just find yourself I did …)

For example, in the Switch demo, real sales grew in 2008, but in 2011 … do you think it’s probably the limit? But many people have valid data that they say they made a difference at the time. Therefore, it can be a little confusing.

Next is the rise of TikTok, and many other platforms continue to monitor up and down. So I don’t think the half-life of marketing / discovery tactics is necessarily 6 months. However, there is always a half-life to pay attention to.

Insights are more interesting than data.Gain insights from anywhere (Apple)

The apple here looks like a man who is overwhelmed by too much information and data. And yes, GameDiscoverCo is trafficking a lot of data, so you might think Hannah’s comment is negative to us.

But I fully agree. Data without insight is useless.. The curse of data in marketing and discoverability today is that it’s so much data that it’s very difficult to understand the key parts.

Example: We have determined that the traffic data for most Steam pages (provided by Valve anyway) has low values. For me, it’s really the addition of followers and wishlists that provides better insights. That’s what I’m trying to spend time on analysis. This is an insightful decision to exclude data -I agree (or disagree!).

And what about the insights you can get from anywhere? Often, many of my insights come to light when I talk to my wise companions, read them extensively, or even by chance. So I recommend doing the same for everyone else-it will take some time to get a broader view.

For example, I didn’t believe in the value of DLC. I talked to many wise people about it, they changed my mind, and then I wrote about it. Hi.

Regular reporting on social media is a busy job and tells little (John)

You see, John Lennon was a pretty cool guy.Do I think John is worried about reporting weekly Twitter impressions?? Probably not, we’re guessing.

So Hannah’s point is good here. It’s good to watch half of these things.But i think Game marketing should focus more on key initiatives -. What I started calling’Story beat‘In some of my recent presentations. In addition to the incremental stream of information to attract the community, what are the main storybeats that have soared pre- and post-release interest?

And most importantly, you need to aim for a robust way to measure the success of key initiatives in terms of increased sales, rather than tracking individual follower growth. And it’s okay to say that something didn’t work. That way, you can refocus on what’s possible.

Use ads sparingly (George)

OK, George is looking painfully at his face here. It’s as if I’m aware that this is one of my favorite subjects. And I’m not sure if I’ve ever had the opportunity to be fully flexible with the GameDiscoverCo newsletter.

This is My 2c on paid game marketing for premium PC / console games: In today’s market, I’m not sure if it works. Maybe a 25-50% profit per dollar spent? I think it worked before (potentially!) In an era when retail shelves had a limited number of games. It also works absolutely in mobile F2P space (at least as long as IDFA exists). This is because you can relentlessly track your spending and ROI.

However, Steam and consoles can’t track pixels until you buy them. Therefore, it is very difficult to quantify regular ads (Facebook, Twitter, displays and even streamers). (I know there are some workarounds-I’m skeptical about privacy and its consequences.) Sure, I’m going to do a bit of launch ads for visibility and get organic streamers to focus on the game- It’s not a problem.

But in our view, scaling it is not a good ROI.The story I heard “I spent a lot of money late for the game, and nothing happened.” And “There are some returns here, but it’s the timing of the sale or launch, and we can’t tell which is which.” And for this exact reason, we don’t really like to publish transactions that are guaranteed external spending on marketing.

Anyway, readers, a provable plus ROI on external spending on video games outside the F2P space-give it to me, and I print it! In the meantime, if you want to deliberately take a vandalism view of this entire space, check out Tim Fan’s recent book on the Subprime Attention Crisis. “People find it hard to believe that something very valuable and influential may not actually work in essence.”

Summary of Game Discovery News ..

Well, I was excited about the Beatles, and it picked up a big chunk of the newsletter. I even had to bump into covering some subjects until next week (Boo!)

Specifically, GameDiscoverCo Plus Discord discusses clever things like fake Steam game reviews and “overachieved” game genres.We’ll talk more about them soon, but don’t forget Sign up for Plus Access Discord, the Steam Hype chart backend, exclusive weekly newsletter and more!

Well, this:

  • You see, a useful new feature of Valve! Steamworks just announced it “”[the] The backend makes it easier to share patch notes with players when updating the game. Immediately after setting the new build to live, you will be prompted to post a change note. This allows the player to see what has changed in the game. “ And now there is a public patch log on the store page. Great-Do other console platforms want to consider that? (you should!)

  • Thomas Bidaux of ICO Partners made his typical annual summary of kickstarters and games for both board and video game types. Desktop games currently cost $ 236 million (!!) and video games cost only $ 23 million annually, from 408 funded projects, but most projects since 2014. There are 6 big (> $ 500,000) video game projects, “In 2020, most projects raised between $ 10,000 and $ 50,000 each year, raising the median amount raised by video game projects.”

  • From a veteran business person (and former newsletter guest), Jason Della Rocca has a Quebec-specific Steam sale, and both beginners and veterans in the region will be here on Thursday at 10am. Thu / Fri / Sat introduces many of the upcoming titles from Montreal’s studios. This is another physical => virtual event shift, and Jason promised to report on the functional results of Steam.

  • It just indicates that Apple’s push to AR (including games) is about to begin.Bloomberg article “The first crack in the headset is designed to be an expensive and niche precursor to more ambitious augmented reality products that take time to develop.” Probably released in 2022?I don’t know “Comprehensive 3D digital environment for games, video viewing and communication”Apparently.

  • Do you like math about discounts? Ryan Sumo does, and he tries to solve the best launch discounts for academia in a puzzle: School Simulator leaves early access to this blog. This is tricky, but I’m definitely grateful for this: “Therefore, the point here is to avoid half the measures when it comes to discounts. If you decide between 50% and 40%, just commit to one and don’t do 45%.”

  • Microlink: You can now submit to the GDC Indie Game Summit in July of this year (for virtual or physical presentations!). Official list of Steam’s top releases in December 2020. 6 million downloads of Ninjala’s impressive Switch free play counts. How Sokpop Collective created a game with 78 Patreons (and after debuting on Steam, it works financially well!).

  • Microlink # 2: Above 19 Million People Get Star Wars Battlefront II for Free Great from the Epic Games store. Deep Rock Galactic has defeated a very impressive number of 2 million units and 1.05 million Steam followers. This in-depth interview with “Gabe Newelltakes New Zealand” is worth a read.

Finally, on the latest Steam Weekly charts, both Everspace 2 and the Dyson Sphere Program jumped into the charts and saw some significant movement, so I just wanted to gladly reprint.

(The Dyson sphere program is of particular interest. It’s a galaxy factory simulator developed in China, dominated by Chinese reviews, but still has thousands of Western positive reviews. This is rare. It was a crossover hit and is still the top seller in the world.)

[We’re GameDiscoverCo, a new agency based around one simple issue: how do players find, buy and enjoy your premium PC or console game? You can subscribe to GameDiscoverCo Plus to get access to exclusive newsletters, interactive daily rankings of every unreleased Steam game, and lots more besides.]

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