IGD740 Indie Game Start-Up Module - Week 4 - Planning
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Figure 1: Building Awareness Illustration (Vector Juice, 2021)
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Making Your Game Audience Aware
This week is all about ensuring your audiences are aware of your game as it is a vital part towards an indie games commercial turnout and success. Even though triple A companies have the promotional status and support to achieve this, indie developers have to use open-sourced or cheaper tactics. Building an audience from scratch can become very challenging over a period of time, but it is an integral requirement. This will be met by exploring various approaches to marketing, as well as choosing the right strategies that allign with our own values and goals. The discussed topic is all about assisting our potential audience to locate our game. This was done by reflecting on how we as indie developers, found our first/favourite indie titles.
1. Think back to a favourite indie game. How did you first discover it? Was it through Social Media? If so, which platform or Channel?
I rememeber playing one of my favourite indie games called Emily is Away (Kyle Seeley, 2015). I was browsing Steam,funnily enough market research on games in the free to play section, when I came across this interactive story novel. I got into the story due to the retro-chat client style and allowing you to build your own path through visual narrative. I felt a sense of disheartening when I reached the end as it was such a simplistic idea, through an in-game chat system journeys you through multiple endings with Emily. It wasn't until two years later that the sequel, Emily is Away Too (Kyle Seeley, 2017) was released which dragged my attention through social media via a youtube traile, which brought me back to how much enjoyment its successor gave me. When the sequel released, I purchased it on my PC felt like I had been dragged back two years before, only it was a major improvement adding the features to talk to other characters through multiple chat lists to branch the story further. Below is an illustration of Emily is Away.
Figure 2: Emily is Away, 2015. Kyle Seeley. [Online] https://kyleseeley23.itch.io/emilyisawaytoo
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2. Do you find new games via the games press, Youtube, Twitch, old-fashioned word-of-mouth, or somewhere else?
I generally tend to browse regularly on Youtube's famous channel infuencers (Jacksepticeye, 2007 & John Wolfe 2011) when they combine a mashup of indie titles to play through that have been recommended through various threads like Itch (Itch.io, 2013). It is more word of mouth when I hear about a just-released indie game, unless I take the initiative to browse trends lists throughout the steam page or sharing between my friends on various discord community servers where they branch a rating system on expected indie games to be made vs indie games that have been made. I'm not a massive gamer due to my other commitments, but I aim to particpate in ongoing research on the latest content.
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Lecture 4
This weeks course material outlines a range of marketing strategies, as well as considerations for indie games and how to broaden the audience horizon that gains commercial interest. Iain discusses about the importance of marketing before launching a game, the intriguiement and advantages of a Sales Funnel, raising awareness through social media, content making and building fan-based communities. I was quite familiar with the majority of the mentioned approaches, which is why I took the liberty on researching as to why marketing is so vital. This was answered in an article, written as a guide towards indie game developers in how create a significant marketing plan that would result in effective game sales (Juuso Hietalahti, 2006).
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The Basic Marketing Plan For Indie Games
Marketing plans sound like the most horrifying thing towards a game developer. Essentially, the purpose of a marketing plan is the planned route in where and how game is going to reach its audience. The contents itself can be divided up into sections. For instance, a strategic plan/company business plan defines a company's strategic objectives. Wheras a marketing plan will forcus on those major objectives and the best way to reach those goals. The marketing plan does not need pages on end which results in wasted and ignored content. The best approach is to keep it concise and clear like the size of an A3 sheet of paper, covering goals. actions and notes that construct the overall marketing plan. Below is a list of contents that make up a marketing plan.
1. Goals - Make Sure You Know Where You are Heading
The use of goals help us whihc direction to take. In the indie marketing plan, say you decide on a goal for the desired revenue. This can branch have additional goals towards sales, purchases, currency changes and the overall product cost. Say you plan to make a profit of £25,000, the game cost will depend on different variables such as cost comparisons or bargaining prices. This all depends on the type of game, company profile and target market. Pricing changes over time so best consider the generous level of purchase. Goals have no forward direction without assigned dates, whether it be in a milestone structure or between a monthy-yearly period. This is something to consider when mapping out the direction of your game.
2. Distribution - Select the Right Channels For Your Game
There are many avenues to distribute a game. Alot of indie and casual games use channels such as direct website and retail stores, portals, content delivery systems and publishers. Marketing plans may use more than a single distribution channel. The simplistic method for direct selling would be to build a website with constant optimising. Casual games differ from indie, as they can branch into casual game portals where the measurement of sales can be grasped as to what the portal wants, especially their product criteria. If you consider going down a publisher channel route, you may have to make alterations to your marketing plan as some companies require certain terms and conditions. This makes best practice to know which channels you plan to use that fit your game.
3. Product - Have Something to Sell
It is crucial to offer a high-quality product that people will want to buy. The quality of the product can be measured through conversion rates and asking developers/players their opinions and constantly refine it until the audience cannot stop playing it. It is also important to consider the other flaws in promoting a product. Getting reviews on the game might be to thier expectations, but the way it is displayed on a company website/store is not as appealing, giving the opportunity to polish up the product. Ensure that the product provides a strong sync with the chosen distribution channel. Doing this keeps a the products appeal high as the marketing strategies are matching with the channels distribution structure.
4. Promotion - Make People Aware of Your Game
The next stage is choosing how to spread information to potential consumers about your product. There needs to be a level of awareness that draws people to your game website or store page information which urges them to purchase. Drawing them in is all dependent on the market segments your company has selected to release for. There are multiple ways to segment the consumer market. The four known segments are geographic, demographic, psychographic and behavioural. Once a segment or mixture of them has been selected, you position (market organising to distinguish product) a marketing message and reach through your audience through a range of promotional methods like blogs, reviews and social media.
5. The Website - Get Players to Download Your Game Demo
An indie game marketing plan outlines what you aim to do towards your website. The main purpose of the website is to attract players into downloading a demo of your game. This helps define what should be included to your website to increase marketing capabaility. Say the website has a drop-in from some players who browse the first page, untouching the download section or link (however it is designed). This should question that the website needs some impovement. The whole point in a website is so you can sell your product on a professional piece of software to stand out and impress. A must for the website should be ease of access to download a demo of the game.
6. The Demo - Get Players To Purchase Your Game
The point in a game demo is to do one job, selling to players early-on by treating them with a taste of your product. The importance of a strong demo is to fulfil the games main purpose. If the outcome of the conversion rate is to low expectations post-testing, you need to reconsider what changes can be added to the demo. For instance, the demo may include a limited amount of features like not persuading the player with a level of content in the demo that leads to a purchase. The same with timeframe of gameplay. It is best to research the medium length of demos to satisfy not just your own audience, but external players who consider a demo x amount of minutes long.
7. Measurement - Be Aware of What's Going On
To manage whether or not the marketing is on the right path. It is best to frequently check what the current situation is. Specifically the impact measurements of multiple changes. For instance, the cost, promotion or playable demo have been altered, you must measure the changes through strategic testing. This enables you to decide the best outcome on the alterations. costs for the game can be given two amounts to differentiate which is more measurably appealing. If this is proven to be ineffective, offer a refund gurantee system to compare how it affects the sales side. The only way to see if changes truly make a difference is to measure, test and compare results from the sales.
8. Maintenance - Make Sure The Passengers Are Happy
Every marketing plan includes maintenance, meaning how you manage the customers and create relationships with the current community of your game to a degree where they revisit, recommend and purchase from you in the future. customer assistance may consist a FAQ pages and outgoing automated emails. The marketing plan must make it clear in how the customers will be looked after and supported. This may be done through online forums and online chat access once the game has been purchased to preach any issues. It is like a risk and contingency for company to prepared in the dealing of customer-related problems. Sometimes the use of distribution channels can support you through their portal networks.
9. Refinement - Adjust Your Flight Plan
The final stage in the marketing plan is all abotu refinements. Backtrack to your goals and review any changes such as a decrease in the conversion rate. responding to this through doubling a the goal for the purchase number, giving you a direction to focus on promotions instead of allocating time to any product, webite or demo configuring. Say you choose to adjust the conversion rate, you refer back to focusing on the quality of the product, website and demo rather than the promotional side.
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Sales Funnel
The lecture also briefly mentions a Sales Funnel, which is a conceptual model that describes the steps and triggers that customers process as your awareness grows within your company and game. It also projoects how they progresss from being an anonymously drawn individual, to an obsessive fanatic. The Sales Funnel can be interpreted in a variation of ways. Below is an illustration of my own combined model of a Sales Funnel based on the lecture material (Iain Lobb, 2020) and a blog diagram (Chris, Zukowski.2018).
Figure 3: Combined Sales Funnel Illustration (Kyle Cornwell, 2021)
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The idea in a funnel is to monitor where your marketing strategies are at its weakest, the tactics you are missing and comprehending the kind of market you need to allocate further time to. Customers will go through 4 stages of the funnel.
1. Awareness
Where customers gain brief knowledge of your existing product. This may be a brief post on social media or mentioning through an article.
2. Consideration/Interest
Where customers have taken a liking or interest in the product. As each stage commences there will be a loss of customers who are not interested in the what the product has to offer.
3. Customer/Desire
Where the customer has decided that they are highly sold and want the product because it is something they desire to play.
4. True Fan/Action
Where the customer finally purchases the product and build a fanbase to increase the chances of market popularity.
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Marketing Plan
This week's acivity involves creating a marketing plan towards the current game concept I aim to develop. this piece of work will play a crucial part of the business plan. The plan must discuss what platforms and channels will be chosen for marketing, as well as a marketing timeline, how the marketing strategy supports my particular genre, game design, marketing hooks and USP. From the given marketing plan mentioned, I have adapted it as a template required for my own business plan.
Goals
A primary goal I want to achieve is to introduce a new style from an existing mixed genre market, through the impacts my game has, aiming to draw further attention towards the underrated indie titles that have a hidden twist with unique-situation generating mechanics. The Secondary goals that will be achieved through the Primary goal is to meet a highly commercial outcome through purchases and sales that will revolutionise a new type of desirable product.
Distribution
My game is not within the casual games market, so this would be completely indie-based. The choice in distribution strategy will be through a self-promoted channel via my own company website, enabling me to maintain traffic control on my own content, whilst constantly optimising to improve advertisement and visibility. The other strategy being a content delivery system such as Steam or Itch where the indie marketing appeal is strongest. I will aim to use Itch due to no promotional costs.
Product
The choice of distribution strategies will help the level of quality my product has to offer. Should the level not be of satisifaction towards players, frequent feedback shall take place to ensure the amount of quality is to an optimal potential, through their interests in the product and what further desirables they wish to share. The same applies with reviews of the website and playable demo's released if the product itself does not require further attention. This heavily applies to gamers within the mixed horror-puzzle genre catagory who are literally accustom to problem solving and immersion.
Promotion
I intend to raise awarness of my game through the games unique selling point, being a two-way perspective between a relaxed or enagaging type of gameplay, in a minimalistic by design visuals. This will be demonstrated through game hooks, specifically the pre-hook use of an appealing trailer and choice of art style. The post-hook impact will be the twisted story players will uncover. Pricing for this game to start is pay what a player feels. Depending on sales outcome, will alter pricing for what the product is worth financially. something new hangs between The customer segments, aiming to please those with a passion for mixed genres and an obsession towards achievement, through mystery. The target age ranges between 18-35 year olds on a gender neutral appeal. Choice of promotional efforts are reached through social media app posts such as Youtube and LinkedIn, as well as development blogs to sustain a balance of awareness through multiple networks.
Website
I intend to use my company website as another method of managing traffic, optimising content on a regular basis. The use of screenshots, direct contact and company information will be visibly clear for customer queries and support. Advertising of game will also take place with smoothly accessible download buttons. The website will be Wix-based so use of layout and design is all licensed to avoid potential legal issues. Game related media/material will be reviewed and updated for future listing of content, keeping it clear and consise. Social media connections will run through the site via direct links, as well as delivery system access to itch store page and a blog management system to cover recent news on current game development status.
Demo
My game demo will act as another pre-hook to draw attention for the market to experience early on before a full release. This enables players to gain the products selling potential through a flavour of gameplay. The demo length will include a duration between 10-15 minutes to capture the feel of the game in terms of visuals, mechanics and story. The length offers enough time for players to encounter the game's design purpose. Providing a sensible window of gameplay keeps the appeal as the audience will ask for more, persisting them to purchase the full version upon release. The attraction from the art style and trailer will urge players to download the demo, especially debating to make the demo available for a limited offer only, depending on the levels of interest.
Measurement
I will heavilly measure each aspect of the market to gurantee the product's security and revenue. This will be done by monitoring the flow of productivity from various methods of promotion, comparing cost levels over different periods and selling appeal in the demo. All these areas need to be checked and modifed if not producing enough sales and success. Promotions would be measured by visits to store page and website. Cost would be measured by comparing prices higher vs lower to see which increases sales potential. The demo will be measured on it's level of game flow and how further enjoyment can be added towards the player. This is where open forums and discussion topics take place to improve market direction.
Maintenance
Creating and maintaining customer relationships is a core focus to keep constant engagement throughout marketing a game. This will be done through community support. Using an open email linked directly to the website and a publicly shared discord server , followed by use of current social media to assist in reaching out to players who need developer support. This will benefit after release, especially for future updates where you can look back at how far a community has come to support the game for potential merchandising or reviewers to spread the word quicker. Using these methods of cusotmer involvment will work in favour of recommendations in newer sales.
Refinement
Any refinements that take place during the marketing plan will resolve to backtracking my goals. checking if they are being achieved or abandoned where a newer avenue can be met. Reviewing the amount of time spent on different areas such as the game's current state, the impact of the website or the takeoff levels of the demo. Something will always need updating. The conversion rate is something to observe throughout the development of the game.
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References
Emily is Away, 2015. Kyle Seeley. [Online] Available at: https://kyleseeley23.itch.io/emilyisaway [Last Accessed 04/11/2021]
Emily is Away Too, 2017. Kyle Seeley. [Online] Available at: https://kyleseeley23.itch.io/emilyisawaytoo [Last Accessed 04/11/2021]
Jacksepticeye, 2007. Youtube. [Online] Available at: https://www.youtube.com/c/jacksepticeye [Last Accessed 04/11/2021]
John Wolfe, 2010. Yotube. [Online] Available at: https://www.youtube.com/c/HarshlyCritical [Last Accessed 04/11/2021]
Itch.io, 2013. Leaf Corcoran. [Online] Available at: https://itch.io/ [Last Accessed 04/11/2021]
Juuso Hietalahti, 2006. The Basic Marketing Plan For Indie Games. [Online] Available at: https://www.gamedeveloper.com/business/the-basic-marketing-plan-for-indie-games [Last Accessed 04/11/2021]
Iian Lobb, 2020. Week 4: Lecture – Building Awareness of Your Game. [Online] Available at: https://flex.falmouth.ac.uk/courses/924/pages/week-4-lecture-building-awareness-of-your-game?module_item_id=57457 [Last Accessed 04/11/2021]
Chris Zukowski, 2018. Why people aren't buying your game. [Online] Available at: https://www.gamedeveloper.com/business/why-people-aren-t-buying-your-game [Last Accessed 04/11/2021]
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