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Market Validation for Indie Game Developers

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How using validation can save you time, money, resources -
and save you from a crushing and potential failure of a launch.

Published in: Software
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Market Validation for Indie Game Developers

  1. 1. Marketing Validation for Indie Developers How using validation can save you time, money, resources - and save you from a crushing and potential failure of a launch.
  2. 2. Validation == higher chance of success.
  3. 3. What people think it looks like:
  4. 4. What it actually looks like (using something like Uber as an example)
  5. 5. Marketing Validation is more than just a gut-check. It's about testing the waters, and seeing if your idea has legs... Before investing everything!
  6. 6. The various methods of validation # What does your inner circle think? # What does your game dev peers think? # What does the market think? # What does social media think? # What do your beta testers think? # What do your alpha testers think? # What do your professional peers think? # What does the press/influencers think? # What do your launch buyers think?
  7. 7. VALIDATION CONCEPT #1 Starting small, then expanding. Example: Wasteland 2 was a idea that kept floating around. Then it became a kickstarter to see if people were willing to put money in the project. Then it was released on Steam.
  8. 8. VALIDATION CONCEPT #2 You don't need a YES for everything. You just need to know you're on the RIGHT TRACK. Example: Your friends may say no because they don’t get it. Your peers may say no because they don’t get it. But when you test it in a gaming forum, they says there’s something interesting here and they’re willing to commit.
  9. 9. If you're getting a lot of NOs, that's a Red Flag and there's a SERIOUS problem. If you're getting a some NOs, it's a Yellow Flag that there's a problem.
  10. 10. Let’s talk methods of validation!
  11. 11. # What does your inner circle think? EXAMPLE: Friends. Family. BENEFIT: They might get so interested, they'll be willing to help out.
  12. 12. # What does your game dev peers think? Examples: People who know you from networking. Dev studios and shared spaces. BENEFIT: They can provide perspective that you can't see.
  13. 13. # What does the market think? EXAMPLE: Think competitors. Is there a big enough fan-base to recoup your investment?
  14. 14. # What does social media think? This is not a binary test. You’ll be testing hundreds/thousands of times.
  15. 15. # What do your beta testers think?
  16. 16. # What do your alpha testers think? BENEFIT: Beta testers may have weeks/months with your game, and know it inside and out. They're too invested. Alpha testers provide fresh eyes to give you more valuable feedback on the end result.
  17. 17. # What do fans of the genre think? If they’re not on board with what you’re doing, you’re going to have a serious problem.
  18. 18. # What do your professional peers think? Example: Those who already have experience in game development. BENEFIT: You're too heavily invested now, and only fresh outside eyes can see problems headed your way. Remember, they've been there before.
  19. 19. # What does the press/influencers think? EXAMPLE: Pitch emails, reviews, youtubers and twitch streamers. BENEFIT: Red flag: If many influencers are not getting it or showing interest, that may be a sign of your launch results.
  20. 20. # What do your launch buyers think? EXAMPLE: The first wave of buyers. BENEFIT: Their feedback and guide your next version. Even if you messed up your launch, if you're committed, you can still make a comeback. (Through sales, through positive feedback, etc.)
  21. 21. Rocky Kev Founder of Serious Game Devs Only SeriousGameDevsOnly.com Twitter: @rockykev Icons made by Freepik from www.flaticon.com City icon made by Zlatko Najdenovski from www.flaticon.com
  22. 22. For more marketing strategies, audience building strategies, and PR strategies specific to game development, Join the Serious Game Developers Only community -- For devs who treat game development like a business. Want more? Get additional resources and bonuses so you can launch successfully at: SeriousGameDevsOnly.com

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