How to promote a game without spending a dime (almost)
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Your game is about to launch, but you’ve spend it all on stunning graphics and skillful programmers? No problem! This speech will show you that promoting a game can be easy, effective and fun and doesn't have to cost you anything. Learn all the field tested techniques to reach both gamers and press. And yes, there will be real-life examples.
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How to promote a game without spending a dime (almost)
- 1. D D 2 0 1 6 How to promote a game without spending a dime (almost) Natalia Dołżycka Marketing Specialist, Artifex Mundi
- 2. 2 Facebook.com/ natalia.dolzycka @ndolzycka Natalia Dołżycka Marketing Specialist Contact Me My History 2006 graduated from Silesian University 2003+ worked as Journalist 2010 interactive agency Creative Director 2014 moved to gaming industry NOW Marketing Specialist Artifex Mundi
- 3. 3 This presentation is about… What you should and should not expect from it Simple (sometimes obvious) techniques Tips & tricks What worked for me NOT strategies, complicated metrics etc.
- 4. Can I promote my game without a budget? Some examples…
- 5. 5 Monkey Labour Case Study 7 copies of the game sold in 2 months. Devs started to send press relesases to literally everyone they knew. Costs? Team time and dedication. EFFECTS? Monkey Labour
- 6. 6 Monkey Labour Case Study 6.000 copies sold in 10 days It’s still on the App Store! And studio made 4 more games so far. Monkey Labour
- 7. 7 Alpacalypse 150.000 downloads in 7 days Over 100 YT reviews & gameplays Reviews in Touch Arcade, 9 over 10, Pocket Gamer, Social Times Alpacalypse
- 8. 8 3 steps to success Gain the reach Use free tools Use your head
- 9. Gain the reach Convince people to talk about your game
- 10. 10 Have a killer presentation of your game Press Graphics Landing Social Media 01 02 03 04
- 11. 11 Start early Project launch First materials Preparation Graphics, landing page, blog, social media Contacting with the press Beta invitation, first info about the game Launch There’s something for the start already, you’re not a blank page! 80% of journalists who participated in beta gave the game good review!
- 12. 12 Help your luck Start small Who wrote about my competition? Who wrote about my genre? TOP10s and other „best of” lists To whom I should write? „Contact” Twitter! You can guess it ;) How do I get e-mails
- 13. 13 Youtubers are not journalists Their reach is huge, but… They are fussy They do not keep their promise They want money for review Your game should look really awesome Where to look for them? Youtubeforindies.com - Albert Pałka’s list youtubers.brightside-games.com - invitation only Gameplay and trailer republish are not as cool as good review
- 14. 14 Do something crazy Good idea can be cheap, but bring great results Results 7$ - overall budget ROI - almost 12.000$ (Humble Store + others) huge publicity - Reddit, IndieGames, Destructoid etc.
- 15. Make the best use of free tools
- 16. 16 Use Facebook smart to maximize reach What is working? Video and GIFs are preferred by FB algorithms You can place smart link at the end of the video Pay a bit extra to maximize the reach
- 17. 17 FB groups are powerful tool Play by the rules Do NOT spam Write somethig unique Add multimedia Be part of the community Savoir vivre 1 Indie game developers 2 Indie game promo 3 Indie game chat 4 Indie game developers Polska
- 18. 18 Twitter is your best friend! Do not pitch on Twitter. Never, ever. Viral effect Make # (hashtag) for your game to gather all infos about it in one place Press releases They are easier to find on Twitter One-to-one contact It’s easier to connect with press, youtubers, other devs Twitter events #ff, #screenshotsaturday, #indiedevhour
- 19. 19 Gather e-mails like crazy 91% people check e-mail EVERY DAY. E-mail marketing is king! Ads Newsletter WWW Courses Conferen ces
- 20. 20 Use crowdspeaking platform HeadTalker vs Thunderclap Only one of them is free ;) Prepare your campaign Set the date for the launch At the desired date people will automatically post about your game
- 21. Use your head
- 22. I LIED. Sorry… There’s no such thing as free PR and marketing
- 23. 23 To promote yourself for free you have to… Read PR / marketing stuff Modern PR is constantly changing Attend good conferences Or see them online Learn from case studies What worked for others could work for you Test, test, test See what is working and make use of it
- 24. 24 GAMEDEV.GUIDE for those who don’t have time 100% free, no strings attached, no SPAM
- 25. QUESTIONS?
- 26. That’s all, folks! Natalia Dołżycka PR & Marketing for Indies @ndolzycka natalia@dolzycka.com ndolzycka@artifexmundi.com http://gamedev.guide