This document provides advice for small game developers on promoting their games through press and building communities. It frames the process as a quest, with the developer as the protagonist overcoming challenges like indifference. It recommends developing a community to help with promotion, practicing pitching the game, targeting different sized press outlets, and engaging a outlet's community before an interview. It also touches on using Kickstarter and preparing for tough promotional challenges once a game is complete. The overall message is that promotion requires work, but these tactics can help small developers overcome obstacles to exposure.

1. Small Press for Big
Games
The Quest for Press
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Gray Hogan

2. And now, the part of the
quest that you usually
scroll through
 I am your trainer for your quest. Together we will overcome
the bosses of indifference and AAA games and level you up
appropriately
 I have extensive experience in Community Management
dating before some of you were born on an old thing called a
“modem.”
 I host a podcast called Game Briefs, which just got picked up
by TheUltimateGamer.com – I have seen bad interviews, and
I have seen glory beyond your wildest dreams.
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3. Before you set out on your first
quest
 You have to train…
 No, seriously.
 Find a way to channel your passion for your game
 Stand in front of a mirror, like in the Sims, and practice talking
 Call a friend who doesn’t know anything about your game (yeah right) and tell
them about it. Get their feedback
 Practice writing emails to game journalists. Run it past industry friends, or if
you don’t have any, do so at the next IGDA meeting
 Don’t be afraid of sounding silly or stupid.
 Everyone does at some point or another.
 I have run a show for 3 years, and you had better believe I have sounded
stupid at times.
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4. ! Your First task:
 Build a community to help you fight your first encounter,
indifference
 Will require you to work (you are building something after all)
 You have to have the desire to have your community succeed
 Your community will stand the test of time
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5. Fear not- for you have tools to help you!
 A shield that gives you +1 personality
 A potion that gives you the ability to adapt to feedback
 A cloak of humor and fun
 Your #1 key on your hot bar- the forums
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6. What if?
 The game sucks?
 Nobody comes?
 I don’t know how to do any of that?
 There is a sudden decline in the industry?
 Schrodinger got together with Murphy?
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7. Mini Boss Battle
 Submitting your game to press
 You have to know the right strategy going in, just like any other
boss battle
 Be “yourself”
 Don’t “sell” your game
 Offer an interview
 Offer incentives and exclusives
 Swag
 Access
 Sponsorship
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8. Boss Stages
 3 tiers of show
 Large audience
 Minimal interaction with listeners
 Usually have to pay for ads within the show or magazine
 Medium Audience
 Large interaction with listeners
 Anxious to have you on their show
 Will treat you well if you treat them nicely
 Low Audience
 Fanboys
 Can become larger, and will remember you
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9. Your Toolkit
 Engage their community before the interview
 Will give you credibility
 Will help transfer their community members to yours
 How?
 Chat Rooms
 Forums
 Call-Ins
 Be Yourself
 It’s a phone call. Treat it that way
 Don’t be shy. If you have opinions, express them.
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10. 10
What to look for
 Good Show
 Will ask you weeks ahead
of time
 Will be produced, with
segments
 Will make you the highlight
of the show
 Will want you back
 Will talk to you before they
record or go live
 Not so good show
 Will be a spur of the
moment request
 Will not be produced
 Will talk over you
 Will not try to engage you
with their community
 Will not help you out if you
fumble in an interview

11. Level UP!
 You are now imbued with the following abilities
 +1 to Confidence
 +5 to Exposure
 +3 to Awareness
 +7 to Credibility
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12. Now that you are a level 2
interviewee
 Let’s have someone come up here and talk to us about their
game.
 No, seriously.
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13. Ohshi! Someone volunteered!
 You are now officially level 5.
 I am the quest giver and I can do that.
 Let’s talk for 5 minutes about your game.
 Everyone will want to do this after you do it, so you’re
officially cooler than them.
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14. Slide in case nobody comes up
 Fine. Here’s my game that will never be made.
 French First Person “shooter” where you have
 Cheese Grenades, Wine as Potions, and a stale baguette as
your “weapon”
 You must try to surrender to the American General (because…
reasons?)
 The princess is in another castle.
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15. Kickstarter
 Only works if you have a community
 3360 projects funded last year
 6099 not funded
 If you can get more than 20% raised, you have an 80%
chance of getting your goal funded
 Should be used sparingly
 Not a very effective PR tool unless it goes Viral
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16. Congratulations, You have saved
the realm.
 Now you start the end game.
 Prepare for tough bosses
 Use your debuffs
 CC is a must
 Q/A time?
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