Indies Game Marketing 101: A Love StoryJohan Toresson, Gameport (Blekinge Business Incubator)Page
What is PR/Marketing?
“Marketing is Communicating Externally”
Before we start off it’d probably be worth our time to choose some definitions of words that’ll be
recurring throughout the text. These definitions are not global, the only ones legit or necessarily ones
that you’ll agree with. I’m basing them mostly on the way they’ve been used in the material I’m
ing this article/text, so by pure laziness (and because of the fact that I’d rather put more time intohow to actually sell games/do a decent bit of decent marketing) I’ve chosen to roll with them. I find
them working decently enough, and rather than go all academia up in this cracker and discuss theeventual issues of certain words etymological background connotations in modern day
advertising/marketing/pr I’d rather just keep it simple. So here we go.
: More or less anything any action that’ll g
et information about your game/product out.
: Physical stuff that you’ll have to pay for. Swagbags, billboards, ads and what not.
Traditionally, this is what most large companies have been using.
: Any type of social interaction where you end up discussing something that might be related to
your game/brand. If you’re debating whether or not real world physics should be implanted in all
platformers, telling your grandparents about your game, networking at ye olde game conference(aka drinking
beers and talking to people etc) or posting an IAMA on Reddit you’re doing some kindof PR. PR is something that’s always a “long run”
thing. You’re building awareness, about yourself,your company, your game and the games you haven’t even yet thought abo
ut. Thus, PR is not in anyform or case irrelevant
whether you’ve just put down your first lines of code or are finishing up the
last crunch before going gold PR will always be relevant. (So do it)
And why should I care?
”Marketing is one third of your
chance at success”
van Dongen (Awesomenauts)
“This isn’t ‘Field of Dreams’, you are not Kevin Costner, if you build it they will not come.”
EdwardRumley (COO @ Chillingo (EA))
“Obscurity is a greater threat than Piracy”
–Tim O’Reilly (
Fact of the matter is: If people aren’t getting the information about your game, they can’t even start
to begin to not give a shit about your game, simply because no one knew what to not give a shitabout in the first place. Looking at the (obvious) exampl
e in Minecraft you’ll quickly come to deduceit wasn’t just because it’s a fun concept with a decent execution –
Notch has been active all over theweb. Blogs, twitter and what not. Discussing obscure coding issues, debating politics and the indiescene and making sure to answer people directly when they have had questions for him. This issomething he did a long time before Mojang single handedly became something like one third of theSwedish game industry in net worth.So why should you care? Frankly, if you are in this to actually make enough money to keep being inthe game-
making business pr/marketing won’t, can’t and mustn’t be an optional side
-quest at any
time. It’s one of the foundations for your future, just left of vision, development and caffeine