GDC 2007, Indie Game Summit, Notes, Day 2…

Hi,

Attended a great session by Russell Carroll of GameTunnel.com. He talked about marketing indie games. Here’s a summary…
He had 6 points for marketing an indie game….
1) You’re throwing money away by not marketing
* Making Marketing Mojo
* Consider the market
* Create a press plan/checklist
A bunch of events to get folks interested in your game
Have releases of previews…because previews always viewed in a positive light
Folks read it in positive light and want it more when it gets released.

If the first press release you send for a game is *after* it is released, then you’ve done something wrong. You should be sending press releases throughout the development process to help gain exposure and to get the editors use to your name.

As a game magazine editor, he mentioned that the games that stick out are the ones that constantly send press releases…so he recognizes the name.

Suggestions for writing a press release:
*Do not hire someone to write a press release
* Write your own press release since you’re passionate about what you’re doing vs. other writers
*Look at how to communicate

When writing press releases, try to keep it…
simple, memorable, and an unexpected emotion-stirring story

Consider viral marketing as an option, but requires a horse (something that’ll spread virally); viral marketing is tricky because for every person that directly hears/plays the game, more than one must hear about it from them.

Find players/users that have the ability to talk about the game.

2) You’re throwing money away by…
Using a publisher

You don’t need a publisher for digital distribution. In fact, you have more leverage if game sells well on your site first.

If game sells well on your own, portals will approach you

3) You’re throwing money away because you’re not using a publisher:
Use publishers when they can take you were you can’t easily go…like use them to get into retail.

4) You are throwing money away by not abusing the portals
You paid for the advertising already, don’t throw it away
If on portals, start taking advantage of fact that on portal.

Consider the idea that every download of your game on a portal is an advertisement
You need traffic, portals have traffic, abuse it.

Steal their traffic…
Give the portal players an incentive to visit your site. Offer other items related to your game that they can’t find on portals…like
Downloadable levels
Hint Books
Add-ons/Mods/Scenarious
Sequels

Does your game encourage users to seek you out?

5) You’re throwing money away by not advertising (don’t let other people take your customers)

Targeting ads can help you reach your target market. Advertising without tracking is stupid

Advertising may be scary, but can use money generated afterwards.

6) Throwing money away by being a bonehead
* Don’t burn bridges because never know who will help you in the future. Said that he kept things professional and helped him in the end because needed help of that person
in the future.

* Activities that will make you unsuccessful with indiegames….
a) Ranting
b) Raving
c) Ignorning everyone
d) Talking to everyone
e) Blaming
f) Hating
g) Working Alone

Activities that make you a successful company…
a) Team
b) People (be nice to the team)
c) Professional (be professional at all times)

Mentioned checking out gamepress.com

Take care,
Action