Introduction – A Shift from Content Creation to Community Management:
In the gaming industry, community management plays a crucial role in a game’s success, from fan engagement to brand loyalty. In a recent IndieGameBusiness podcast episode, Jack Pattillo, the Community Manager at Channel37, shared his insights on building thriving communities. Having transitioned from content creator to community manager, Jack’s journey offers valuable lessons for game developers and community managers alike. His expertise spans across multiple facets of the gaming world, from his early days at Rooster Teeth’s Achievement Hunter to his current role at Channel37.
In this blog post, we’ll break down the key takeaways from Jack’s discussion with Jay Powell, CEO and Founder of The Powell Group and IndieGameBusiness®, focusing on community building, handling toxicity, and leveraging content creation to grow a loyal fan base.
The Evolution of Jack Pattillo’s Career in Gaming:
From Content Creator to Community Manager
Jack Pattillo’s path to becoming a community manager was anything but conventional. Starting his career in the ’80s with a love for video games, Jack’s first job was working at a local arcade in Austin. His passion for gaming led him to a film degree at the University of Texas, where he entered the gaming industry through marketing. His first major venture into content creation began with Rooster Teeth’s Achievement Hunter, where he became involved in Let’s Plays and game tutorials, ultimately gaining millions of fans.
However, the shift to community management happened when he joined Channel37, a Finnish-based game company. Jack’s journey reflects the growing convergence of content creation and community management. His experience running a Discord server for Achievement Hunter allowed him to bring a personal touch to community management, using his established platform to build a new community for Channel37’s upcoming game.
Key Insights on Community Building – What Worked for Jack:
1. Authenticity is Key
Jack emphasizes that one of the most important aspects of community management is authenticity. Whether streaming games or sharing development updates, being transparent with your audience about the ups and downs of the process can help build trust. Jack explains that when working with Channel37, he actively engages with the community by showcasing the game’s development progress, even when things are still in a rough state.
“Being open about the issues we’re facing and the progress we’re making goes a long way. The community appreciates seeing that raw, unpolished side of development. It builds a sense of inclusion and excitement about the game’s journey,” says Jack.
Managing Toxicity and Fostering a Positive Environment:
2. Creating a Positive Space
Handling toxicity in communities can be challenging, but Jack has developed methods for keeping things positive. While some communities are plagued with negativity, Jack shares that Channel37 has maintained a welcoming and friendly environment by taking proactive measures.
A crucial element of his strategy is swiftly addressing negative behavior. Jack actively monitors interactions, stepping in when necessary to diffuse conflicts before they escalate. He attributes this success to the openness of the community and the authenticity they strive for.
“Our Discord is a place where everyone is encouraged to be kind and respectful. If someone is crossing a line, I step in immediately. It’s about cultivating an environment where positivity thrives.”
3. The Power of Community Engagement
Engaging the community through activities like giveaways, polls, and open discussions can further strengthen connections. Jack highlights that in addition to regular development updates, Channel37’s community enjoys interacting over fun topics like game lore, fan theories, and even behind-the-scenes glimpses into game development.
“Creating a space where community members feel like they have a stake in the game’s development helps keep them engaged. This engagement gives them something to look forward to, and they feel like they’re a part of something bigger,” says Jack.
Leveraging Content Creation for Community Growth
4. Using Streaming and Social Media to Build Loyalty
Content creation remains a central part of Jack’s role at Channel37. He regularly streams on Twitch, showcasing the development of their game. His established following as a content creator allows him to attract people to Channel37’s Discord before they even announce the game. This kind of personal connection, fueled by Jack’s authenticity, helps establish the game’s identity early on.
“Streaming allows us to create a personal relationship with the audience. It’s not just about showing off the game; it’s about being real and inviting people into the process,” explains Jack. By engaging with the community in real-time, Jack creates an interactive space where fans can share their thoughts and suggestions, building excitement for the game.
Overcoming Challenges: Starting Fresh and Growing a Community from Scratch
5. Starting a Community from Ground Zero
When Jack joined Channel37, the community was in its infancy. One of the first challenges he faced was building a community without a concrete product to offer. This required Jack to leverage his existing fanbase and work with them to build a sense of camaraderie before the game was even announced.
“I started by inviting people into the Discord just based on vibes. For the first two months, we didn’t have much to show, but my audience trusted me and joined. Once we had a product to show, that’s when things really took off,” Jack recalls.
The Role of Influencers in Community Building
6. Choosing the Right Influencers for Your Game
As a content creator, Jack knows the importance of influencer marketing. He offers advice for indie game developers looking to collaborate with influencers and creators in a way that feels authentic.
“Reach out to influencers who align with your game’s values and have an engaged audience. Instead of blasting hundreds of generic emails, focus on building real relationships with creators who are genuinely excited about your project,” advises Jack.
For Channel37, Jack carefully selects influencers who would be interested in their game and works with them to ensure the community connection feels genuine.
Tools and Platforms for Community Management
7. Discord as the Heart of Community Building
Jack’s use of Discord for community management is another key element of his success. At Channel37, Discord serves as the hub for community interactions, updates, and development discussions. He explains how this platform helps build an interactive, close-knit community that feels engaged and heard.
“We have several Discord servers set up for different purposes: public-facing channels, studio-only channels, and even private channels for contractors. This structure helps keep the community organized and ensures everything runs smoothly,” Jack explains.
By using Discord’s features, such as roles and permissions, Jack creates tailored experiences for different community members, from casual fans to core supporters.
Anecdotes and Reflections:
Jack Pattillo’s journey from content creator to community manager showcases the power of authenticity, positive engagement, and leveraging personal connections. Whether you’re an indie developer looking to build a community around your game or an aspiring community manager, the lessons Jack shares are invaluable.
From being transparent with your community to maintaining a positive environment and engaging with influencers, building a thriving community takes time, effort, and dedication. But as Jack’s experience demonstrates, it’s worth it when your community becomes an active and supportive force behind your game.
As the gaming industry continues to evolve, community management will remain an essential part of a game’s success. Following Jack’s advice can help developers create a space where their fans feel valued, heard, and connected.
This blog post is inspired by the podcast discussion between Jack Pattillo and Jay Powell on the topic “Building A Thriving Community”
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