Indie Marketing 101 not Todays Session Presenting for audience - - PowerPoint PPT Presentation

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Indie Marketing 101 not Todays Session Presenting for audience - - PowerPoint PPT Presentation

Mar 26, 2023 336 likes •758 views

Indie Marketing 101 not Todays Session Presenting for audience with varying levels of experience, skills The Basics Where, when, how to start The Marketing Mix Creating a Marketing Plan Examples Q & A Objectives

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Indie Marketing 101

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not

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Today’s Session

  • Presenting for audience with varying levels of experience, skills
  • The Basics

– Where, when, how to start

  • The Marketing Mix
  • Creating a Marketing Plan
  • Examples
  • Q & A
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Objectives

  • Tangible, actionable tips and recommendations
  • You’ll walk away with information you can use and

apply for your game’s marketing

  • Helpful examples
  • Related follow up materials online
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Independent

and also

My Background

“A Practical Guide to Indie Game Marketing”

Book publishing by Focal Press, Spring 2015

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Now!

When to Start

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Don’t be this guy

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Getting Started

  • The Fundamentals
  • Messaging
  • Positioning
  • Mapping out plan
  • Who will drive marketing
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The Fundamentals

  • Release Plan – Broad Strokes

– “Four Ps”: Price, Product, Place, Promotion – Platform(s), Channel(s), Timing

  • Who’s my game for
  • Your game pitch
  • Release landscape

– Info on other games releasing, seasonality, etc

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Targeting

  • Target definition based on platform, channels, game style, type of gamer (hard

core to casual), audience sensibilities, and more

  • Audience definition helps guide your campaign: types of marketing vehicles,

marketing programs, communication style/messaging, etc.

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Game Pitch Examples

Left4Dead: “Zombie apocalypse with your friends” Portal2: “Crazy Science” Democracy 3: “You are the President” Surgeon Simulator: “Heart transplant in the back of a moving ambulance hitting potholes” Antichamber: “Running around in an Escher painting in first person” Warframe: “You get to be a space ninja” Ridiculous Fishing: “Fishing with machine guns”

Avoid general, non-differentiated terms “unique” “break-out” “best” “next gen” “state-of-the-art” yadda yadda

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Building Interest

Key Considerations: 1. When to begin communication plans 2. Timing for building to peak 3. Launch timing

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Pricing Assessments

Periodic Snapshots Top 10/Top 20 By Channel By Section Average and Common Prices Factor in Promos

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The Marketing Mix

emphasis on vehicles for indies

  • PR
  • Audience Development
  • Events
  • Promotions
  • Playable Code
  • Channel
  • Awards
  • Paid

Integrate multiple vehicles into plans Plans vary depending on key factors – type of game, audience, platforms, etc.

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Marketing Mix - continued

Different kinds of vehicles and variations develop

  • YouTubers/Twitch streams
  • Game Jams
  • Social Media
  • Screenshot Saturdays
  • Reddit
  • Early Access
  • Promos
  • Animated GIF assets

Stay vigilant, nimble, active – and creative

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Examples

PR Events Promotions Playable Code Advertising

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Marketing Materials

Great art does not necessarily make for effective marketing materials

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Marketing Materials

Key Facts (beyond game name)

  • Expected platforms
  • Expected release timing
  • Call to action
  • URL (if off site)

People shouldn’t have to work and hunt – make it easy!

Emails to press/partners Your web page(s) Videos Trade show materials Collateral and so on …

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Have focused call to action

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“Mascot” Core App Concept Strong Brand/ Icon Clear Stand-Out Image

Icon Examples

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Animated GIFs – Including Icons

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Videos

Blek 260K+ trailer views iOS and Android

https://www.youtube.com/watch?v=GatTHt8SUiA

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Creating the Plan

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Plot out key tasks, milestones and activities, just as you do for game development

  • Developing the plan
  • Announcements
  • Asset releases
  • Trailer
  • Shows
  • Game previews outreach
  • Game reviews outreach
  • Game release date / activities / support

Factor in seasonality, holidays, category events, release plans for

  • ther notable games, etc
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Plan for the long tail

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Flippfly PC, Mac, Linux Aug 2013 Launch Now on Steam, GOG, Humble Coming to PlayStation and more

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Be Tenacious

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Summary / Key Takeaways

  • Start Early – planning process, fundamentals
  • Think about your ramp, pacing
  • High quality executions; determine possible

selected areas for budget investments

  • Diligence, persistence, responsiveness, tenacity
  • Be nimble
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http://theindiemarketer.wordpress.com

Additional details, information, links and resources

Joel Dreskin

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Your Questions!

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Thank You!

Joel Dreskin

http://theindiemarketer.wordpress.com