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  • 20 Student Game Marketing Tips

    [09.06.18]
    - Logan Williams

    • Quality is Better Than Quantity

    This is fairly obvious, but it needs to be said. Quality is almost always better than quantity. In this particular tip, I apply this idea to targeted outreach. When reaching out to media and content creators to cover your game, it's best to find perfect matches (individuals and groups that genuinely enjoy games like yours). More times than not, this results in better content that also results in more sales.

    • Keep Everything Connected

    If you have social media accounts, a YouTube channel, a blog, a Discord channel etc... they all need to be connected. You want all potential players of your game to be able to not only find you, but when they do find you, there's other places for them to go and consume more content, engage with a community, share their own thoughts etc..

    • Content Creators Don't All Cost Money

    Everyone knows that YouTube has made it harder and harder to monetize content for many content creators in the video game space. With that being said, if you don't have budget to pay for content creators, it's still worth reaching out to them. I've noticed a thought process that all content creators cost money now days and it's simply not true.

    This is where quality > quantity. If your media outreach is incredibly targeted (it takes a while to do, I know, but it's worth it), then your results might be surprising. For example, if you're working on a Souls-like game, it's absolutely worth it to identify content creators and writers that enjoy the Souls game and send your game to them. Also, let them know why you're reaching out to them in particular. It goes a long way to show that you've done your research and aren't another spammer trying to shove a random game down everyone's throat.

    • Don't Spread Yourself Too Thin

    If you can't dedicate enough time to constantly update your Twitter account or dev blog, then shut it down. Only be active on platforms that you can afford time to update on a consistent basis. Marketing is like a flywheel. It takes time to get the wheel moving and if you don't have time to get things off the ground, you won't see amazing results. On the flip side, if you're investing time into a platform and are seeing small but steady growth and have time to continue to update it, stay with it.

    Once you get to a certain point, it gets easier as your following grows. Just like everything else in life, you can't expect to succeed right away. Success takes time.

    • Don't Hesitate to Ask For Help

    The indie game industry in particular is a helpful one. If you are stuck or have random questions, I can guarantee there's an industry veteran that would be happy to answer your question. Just try to keep things private (Ex: Email instead of a public tweet).

    • Know Your Budget

    This is something I come across often and I understand it, but I also would like it to stop. If you do decide to work with a partner for marketing support, please know your budget and be open and upfront about it. This isn't a used car purchase. For example, we tend to work with partners on a $3 - $8k/Mo budget. Anything lower tends to not be worth our time investment.

    This isn't said to push anyone away. It's just a fact and a way to save time. When approaching a potential partner, don't be afraid to tell them what you can afford. The worst thing they can say is that they can't do it. However, they might be able to refer you to someone else that can. Also, hiding information like your budget immediately puts your business relationship on rocky roads as there's now trust issues.

    • Follow Your Favorite Media

    If you have particular media sites or content creators that you would love to see cover your game, then it's worth checking in and seeing what kind of content they typically produce. With media, it's nice to see what other games that are similar in scope are doing to earn content and similarly with streamers, it's nice to see what your favorite streamer is enjoying most. This can help you come up with unique news beats that you might not have thought of.

    • Keep Your Press List Up-To-Date

    First, you should have a press list (media, streamers, YouTubers etc..). Second, this list needs to be updated and managed on a consistent basis. Many writers change publications or even leave the industry. Content creators do the same thing, so it's best to stay on top of your list and make sure that when you're sending out your newsworthy content, that it's going to active members of the industry.

    Again, I hope you enjoyed this list of tips! If you have any questions or requests for future content, please don't hesitate to ask in the comment section below.

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