Conceptual Foundations in Planning an Effective Game Marketing

Gaming - only getting more popular

Video games have come a long way since the 1970s, with photorealistic scenery, cinematic-quality plotlines, and action sequences.  They are also readily available on a variety of gadgets – including your mobile devices.  Video games are also a significant area of growth in entertainment and education (called edutainment), so much that nearly 70% of Americans play some form of video game, which makes sense considering that U.S. consumer spending in 2018 on gaming was approximately $43.4 billion dollars!  To get in on this game, marketing is key! Three key things that every game developer must know if they want to be in the game market include knowing what your target audience wants, how to design your game, and how to get your game to market.  You control and understand what you can build, but the other two points will help you figure out what to focus on to encourage interest in your finished product. Knowing this can help those interested in game marketing ( ), too.

What your audience wants

The army has a saying: time spent in recce is never wasted.  Research is a capability multiplier, knowing the ‘lay of the land’ enables a solid foundation before making any plans. Get involved with your target audience; knowing what they’re playing, why, and how are key starting points to knowing what they like and how they like to play it. When designing a game, marketing is how you appeal to consumers - but don’t put the cart in front of the horse. Keep in mind that all games are designed experiences, and players want the whole enchilada – good gameplay, narrative, graphics, and value for their dollar.  The best game marketing campaigns work with the design, not ahead of the game’s design.

How to get your game to market

Things you should have are a plan that incorporates a game-specific website, or simply a social media presence.  Your game marketing campaign timeline is important; it is how you are presenting your brainchild to potential players.  Some ideas include providing social media updates of how the game development is progressing, to even simply putting concept art up on your website/social media site.  Consider a little peak behind the curtain to inspire players to want to see the entire presentation.

If you’re looking for financial support while designing your game, crowdsourcing is an option you may want to consider.  Building a crowdsourcing proposal is not only a form of game marketing that encourages your target audience to invest in your idea during the development stages, but it also enables their input, which helps you design a better game.  Additionally, well-presented ideas can get very good support from their communities, reducing your overhead.

Keep it simple

Critical to the success of your game is getting your audience interested, so a great game marketing campaign should be strategically planned, thorough, and appealing to your target audience.  Keeping all of the physical design points in mind, coupled with an imaginative and interactive game marketing ( ) strategy, will help your game come to a receptive market.

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