Originally posted on @EmotionTheory's tumblr blog here.
This video on How to Successfully Market Your Indie Game on a $0 Budget by Emmy Jonassen AKA IndieGameGirl is an essential watch for all independent game developers.
This post is a complete summary in bullet point form of all the slides found in the video. I definitely advise watching the video in full, so consider this a resource to refer to after watching it!
Please advise that I've done nothing other than type in all the points already mentioned and threw it into this blog post for ease-of-use. I have no intention other than create a helpful reference for those that found the video useful.
Full summary below.
Create irresistible promotional materials
Irresistible promotional materials are pieces of marketing content so alluring they compel sharing and discussion. Without them, you cannot market your game.
- Short - 90 seconds or less
- Attention-grabbing intro - about 3 to 5 seconds to make an impression
- Music + Sound effects
- Show In-game footage
- Show Reviews (if possible)
- End with next steps - learn more, buy now, follow us, etc
- eg. Guacamelee trailer
- High resolution
- Excellent composition
- Well lit
- Engaging scene
- eg. The Witness
- Grab attention and summarize theme / important info in first paragraph
- Use quotes
- Company and contact info
- Send with screenshots and trailer video
- Use in-text hyperlinks - site, blog, etc
- eg. Template
- eg. Example: AaAaAA!!! - A Reckless Disregard for Gravity
Sole purpose to convert visitors to customers
- Remove navigation - use logo only
- Grabbing headline
- Social sharing icons - twitter, fb, g+, linkedin
- Strong call-to-action button - Buy now, etc
- Trailer video
- Captivating screenshots
- Testimonials / reviews
- Contact and press kit buttons or links
- eg. Template
- eg. Themes
- eg. Example: 15 Amazing Game Landing Pages you need to see.
- Post 1x per week minimum
- Use images
- Links from home page
- RSS feed
- Email subscription
- Social subscription
- Social sharing buttons
- Promotion at posts’ end
Score articles in top-tier publications
Build target publication list
- Research publications you want to be in + should be featured in
- Record publications in a spreadsheet list
- Categorize publications into three tiers based on traffic
Find writer’s contact info
- Visit each publication’s site on your list
- Search for writers’ and editors’ contact info (look for an “Editorial Staff” link in the footer)
- Record any contact info in your spreadsheet
Get in touch
- Create an email template to introduce you and your game
- Make sure it answers a writer’s most important question: “why would my readers care?”
- Customize the template toward each writer / site
- Attach screenshots and your press release
Thank you notes
- Thank any writer who replies to your email, republishes a press release or writes and publishes an article
- Email thank yous are fine, but handwritten notes go the extra mile
Keep in touch
- Maintain relationships with media because you never know when you’ll need them again
- Check in often with a quick hello via Twitter, Facebook or email
- Comment on articles your contacts publish every now and then
Build an adoring fan-base
Make your game *easy* to discover
- Set up social media channels and post daily
- Become active in forums, blogs and other relevant sites
- Participate in game jams and other events
- Get involved with the local development community
- Start a crowd-funder
Convert visitors into fans with *content*
- Game and company updates
- Data and other insights
- Opinion pieces
- Interesting articles
- The occasional funny and random post
*Nurture* your relationship with fans
- Respond to comments and questions in a timely and personalized way
- Initiate and engage in discussion
- Thank fans privately and publically
- Ask for and incorporate fan input
- Respond to criticism in a thankful and professional way
And… that’s it!
I’m personally doing my best to follow through with this advice and have since set up a number of social channels while I work towards producing higher quality content and assets for my game.
You’ll find all my channels below; let me know if you have any questions, comments, or feedback.
A blog summarising my game: What is Project Ascension (and why am I making it)?