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The Marketing Guide for Game Developers


Illustrations by <a href="https://twitter.com/dom2d">Dom2D</a>
Illustrations by Dom2D

Welcome to “The Marketing Guide for Game Developers” which is basically the classic marketing mix (4p’s) adapted to game development.

Thus it covers 4 aspects:
I. The Game Itself
II. Communication/Promotion
III. Price
IV. Distribution

(additionally there is also another section called V. Experiences)

Updates regarding the Marketing Guide and other PixelProspector related stuff can be found on the PixelProspector Tumblr
The guide is finished now (however not as comprehensive as I intended originally…the reason is that this whole project became way more time consuming than I wanted…
and i needed to stop somewhere and thus I decided to just finish it and cut the rest out… like Derek Yu suggests in his excellent “finishing a game” article.
Now with the guide finally finished I continue to work on my own game and do some other stuff that I wanted to do for quite some time.

I hope you enjoy the guide and find it useful. :)

Source of Images: The simple diagrams are made by myself and the fine Illustrations are made by Dom2D. Big thanks to him!

The diagram tries to explain which factors might influence the amount of sales.
(of course it is not perfect and therefore if you have ideas to improve it consider to contact me)

Game Itself: what is the overall quality of the game? how is its name? does it differentiate itself from other games from the same genre? is it updated with fresh content after release?
Communication: how well is the game presented/promoted? does the website/screenshots/trailer/gameplay videos etc. present the game well?
Distribution: is the game distributed well? is it easy to buy? is it available in the stores that the customer prefers?
Price: is the price of the game reasonable and accepted by those customers who are into the genre?

Press: is the game interesting enough for press/youtubers for coverage? does press/youtubers know about the game? is the game covered by press/youtubers? how well received is the game by press/youtubers?

Customers: is the game interesting enough for the customer who is into the genre? does the customer know about the game? is the game easy to buy? is the price accepted? does the customer like the game enough to recommend it to others? does the customer like the game enough to possibly buy the next game from the same developer?

Market: what does the market for the genre look like? how big is the demand for the genre? is the market saturated already?

Competition: How does the game look like compared to the best from the genre? Is the game of better quality than the genre kings or same quality or worse?

Other: stands for all other possible factors such as zeitgeist/trend, timing, new technology…

Amount of sales: all factors considered might influence the amount of sales… shorter explanation might be: eyeballs * conversion rate = amount of sales


brainstorming I. THE GAME ITSELF


marketing-guide-game-itself

The Game Itself builds the foundation on which all the other marketing stuff is built upon.
Is the game interesting enough that people who are into the genre would like to play it?
(“more from the same…but different”)

star 1. Core Quality of the Game

lightbulb 2. Differentiating Factors of the Game

tag 3. The Name of the Game

future-projects 4. Updates for the Game


bestseller II. COMMUNICATION / PROMOTION


marketing-guide-communication

how well implemented is the overall communication/promotion strategy for the game?
how visible is the game (steam, websites, youtube, social media, events…?)
does the website/screenshots/videos etc. present the game well?

home 1. The Website

1.1 Website & Blog Creation (Domain, Hosting, Design)

1.2 List of Websites and Blogs from Game Developers

showreel 2. The Video

2.1 Screenrecording and Video Editing Software

2.2 Trailer Creation

2.3 GIF Creation

photography 3. The Screenshots

3.1 Screenshot Creation

order-check 4.The Press Kit

4.1 Content and Examples of Press Kits

pen 5. Contacting The Press

5.1 How To Contact Press (new version 2.0 will be released in September 2014)

comment 6. The Blog

6.1 Blogging Software + Themes

6.2 Blogging Ideas for Game Developers

6.3 List of Websites and Blogs from Game Developers

email 7.The Newsletter

7.1 Newsletter Tools

7.2 List of Game Developers who use Newsletters

customers 8. Social Media

8.1 Social Media Stuff (Twitter, Facebook, Tumblr, Reddit, YouTube, IndieDB…)

8.2 Forums

freelance 9. Game Jams

9.1 List of Game Jams

flag 10. Sales Promotion

10.1 Discounts

10.2 Cross Promotion

plus 11. Side Projects

11.1 List of Side Projects

ticket 12. Events & Festivals

12. List of Events & Festivals

advertising 13. Advertising

13.1 Advertising


credit III. THE PRICE


marketing-guide-price

is the price reasonable and acceptable for the customers who are into the genre?

invoice 1. Pricing Strategies

cost 2. Discount Strategies


product-box IV. DISTRIBUTION


marketing-guide-distribution

is the game distributed well?
is the game easy to buy or are there any barriers? (new client required, payment method of choice not offered? etc.)
is the game available from the digital store which the customer prefers?

calendar 1. Release Date

shipping 2. Direct Distribution

sitemap 3. Indirect Distribution


user V. EXPERIENCES


marketing-guide-experiences

1. Big List of Indie Game Marketing (list will be completely updated soon)

2. Interviews with Game Developers (coming soon)

3. Video Game Postmortems

4. Game Revenue and Sales