Introduction:
In the latest episode of the IndieGameBusiness® podcast, Jay Powell, CEO and Founder of The Powell Group and IndieGameBusiness®, interviews Chris Zukowski, Creative Director of How To Market A Game. Chris shares invaluable insights into common mistakes indie game developers make and how to avoid them to achieve marketing success. Here’s a detailed breakdown of the key points from the podcast.
Mistakes You Can’t Take Back:
1. Launching into Early Access for Feedback
Early access should not be treated as a beta testing phase. Chris emphasizes that once a game is available for purchase, it is effectively launched. The initial reception in early access heavily influences its future success. Games with minimal early reviews have a significantly lower chance of achieving long-term success. Instead, use in-person playtests, remote playtests, or platforms like Itch.io for feedback.
2. Delaying Marketing Until the Game is Finished
Successful games often have their Steam pages up at least six months before launch. This allows ample time for building a wishlist and creating anticipation. Contrary to popular belief, wishlists do not “age out,” and having a longer marketing runway is beneficial.
3. Waiting Until the Last Minute to Launch Your Steam Page
Getting your Steam page approved by Valve can take time due to potential issues that may need correction. It’s crucial to have your page ready well in advance of any significant promotions to avoid last-minute setbacks.
4. Promoting Your Game Without a Steam Page or Mailing List Ready
Always have a way to capture interest. If your game garners unexpected attention, ensure you have a Steam page, mailing list, or Discord server ready to direct potential players to.
5. Not Updating Your Release Date on Steam
Ensure your release date is accurate to avoid prematurely appearing in the popular upcoming list on Steam. Missing the correct timing here can severely impact your launch visibility.
Steam Page Mistakes:
1. Launching Without a Trailer
A trailer is essential for your game’s announcement. It doesn’t have to be perfect but should exist to draw initial interest.
2. Forgetting Gameplay in the Primary Trailer
Steam users want to see gameplay, not cinematics. The first trailer should focus heavily on gameplay to engage potential buyers immediately.
3. Obscuring Your Game’s Genre
Clarity is key. Ensure that potential players can quickly understand the genre of your game. Use clear descriptions and appropriate tags.
4. Screenshots Without UI
Include UI in your screenshots to help users understand the gameplay mechanics and genre.
5. Overloading with Lore
Too much lore can obscure what the game is about. Focus on clear, concise descriptions that highlight the gameplay and genre.
Communication and Business Mistakes:
1. Looking Like an Asset Flip
Avoid using only stock assets or presenting your game in a way that suggests minimal development effort. Showcase variety and depth in your screenshots to reflect a well-developed game.
2. Having a Quiet Steam Page
Regularly update your Steam page with events, GIFs, and posts to keep it lively and engaging. This activity shows potential buyers that the game is actively developed and supported.
3. Not Cross-Promoting from Old Games
Use your existing games to drive traffic to new projects. Implement cross-promotion strategies like in-game widgets and franchise lists on Steam.
4. Not Utilizing Publisher Cross-Promotion
Leverage your publisher’s network to boost visibility. Publishers should actively promote your game across their platforms and channels.
Anecdotes and Reflections:
Chris Zukowski’s insights provide a roadmap for indie developers to avoid common pitfalls and maximize their game’s market potential. From early marketing strategies to effective use of Steam’s platform, these tips are crucial for indie developers looking to make a significant impact. Implement these strategies to ensure your game not only launches successfully but also sustains long-term growth and player engagement.
For more detailed guidance, visit How To Market A Game and subscribe to Chris’s blog for weekly updates and in-depth analysis on game marketing.
By structuring your marketing efforts and learning from common mistakes, you can significantly improve your chances of success in the competitive indie game market. Remember, consistent and strategic marketing is as crucial as the game development process itself.
This blog post is inspired by the podcast discussion between Chris Zukowski and Jay Powell on the topic “Mastering Indie Game Marketing”
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