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Make Games & Stay Afloat: Indie Business Surivival Kit

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As if creating a game wasn’t challenging enough on its own, nowadays to stay afloat you have to cope with PR, marketing & business analytics among the other things. It gets trickier as all of these subjects influence one another and directly affect the development process and the shape of the game itself. Fortunately there is a survival kit that although it won’t guarantee a success, can save you from a major fiasco. What does not kill you, makes you stronger after all. Except for frenzy bears. These will definitely kill you.

Published in: Marketing

Make Games & Stay Afloat: Indie Business Surivival Kit

  1. 1. MAKE GAMES AND STAY AFLOAT INDIE BUSINESS SURVIVAL KIT (or: how to balance product, marketing and studio needs)
  2. 2. 7
  3. 3. EMBRACE THE DATA
  4. 4. > Measure your performance < > Pinpoint critical factors < > Replicate the process <
  5. 5. digital, much?
  6. 6. market trends. marketing KPIs. sales analysis. community mgmt.
  7. 7. BUSINESS
  8. 8. ANALYSIS
  9. 9. DYI
  10. 10. ANALYSIS THE AUDIENCE Does your category/genre have a strong following? How does the audience look like? Do they buy games? How and where? What model suits their needs?
  11. 11. ANALYSIS THE SALES What are the avarage sales? What is the success ratio? How to define success? How the matrix look like?
  12. 12. Is there something that separates the successful games from the rest of the category? If so, is there a common nominator that you should keep in mind?
  13. 13. ANALYSIS THE PRICING How does the price affect the sales in your category? How to set the price and conduct a long term pricing strategy considering the profile, the size and the behaviour of the audience?
  14. 14. NURTURE YOUR BRAND. YES, A BRAND.
  15. 15. Branding is all about precision & consistency.
  16. 16. CREDIT: DANIEL AHMAD
  17. 17. IDEA IDENTITY EXEC. COMMS.
  18. 18. MARKET IT HARD. MARKET IT SMART.
  19. 19. KNOWLEDGE ABOUT THE CATEGORY VALUE OF YOUR GAME OBJECTIVE(s) TO MEET
  20. 20. REACH INTEREST TRAFFIC CONVERTION SALES
  21. 21. GAME PRICE x75% x85% x60% {. }
  22. 22. X {budget - dev cost = marketing: KPIs}
  23. 23. MIND THE SHELF.
  24. 24. INTENTIONAL VISITOR ‘RANDOM’ VISITOR PRODUCT PAGE PURCHASE AWARENESS
  25. 25. SCREENSHOTS high quality, narrative, order DESCRIPTION structured, diversified (animated headlines, preferably animated examples of key features, etc. TESTIMONIALS cherrypicked, featured on top of the product page
  26. 26. AWARDS crucial updates / gamechanging things THUMBNAILS (clear, descriptive and preferably changing with time) DEEPLINKS / MEASUREMENT (short paths, direct linking, trackable traffic)
  27. 27. PAMPER YOUR COMMUNITY.
  28. 28. BE TRANSPARENT. WHENEVER YOU CAN. Explain stuff, share the knowledge & you’re gonna end up with smarter & more devoted community.
  29. 29. BECOME A REVERSED NINJA. Be visible. Be responsive. Be suportive. People apreciate openess & they love being involved in a process.
  30. 30. WATCH THEM BURN. Do not always have the last word. Act only when you have to. But when you do, be ruthless.
  31. 31. PREPARE FOR A RUN.
  32. 32. IT IS A MARATON NOT A SPRINT. and
  33. 33. > Efficient bug-fixing < > Regular content updates < > Post-release campaign <
  34. 34. BE ALL IN. ALWAYS.
  35. 35. THERE IS NO PERFECT RELEASE WINDOW. NOT ANYMORE.
  36. 36. @akawist

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