So! I work on games in VERY different positions.

For example:
βš”οΈ Boyfriend Dungeon - new IP
πŸ“Έ Pupperazzi - minimal competitors
βš’οΈ Dwarf Fortress - established IP

Here's how my marketing strategies differ based on an audience's familiarity & competitors!

Thread πŸ‘‡
1. New Product ✨

All based on INTRODUCING players to what the game actually does.

- Boyfriend Dungeon: "Dating simulator, dungeon crawler!"
- Lucifer Within Us: "Mystery timeline scrubbing mechanic"
2. Few Competitors πŸ’ͺ

Based on touting your game's benefits and why it's fun.

- Pupperazzi: "Take photos of cute dogs and upgrade your camera"
- Mondo Museum: "Put your creativity on display to curate the world's best museum!"
3. You're in a saturated genre and not the leader in it 🌺

Focus on what your game does differently and better!

- Hades: "Unique melding of narrative and roguelike gameplay"
- Lucifer: "Be an ACTUAL detective -- no QTEs, only you and the clues"
4. Market leader or established IP πŸ†

Associate your game with feelings/nostalgia, or just reminding people it exists!

Example from Dwarf Fortress:
- References to inside jokes
- Community stories
- Screenshots/videos/behind the scenes
Note my examples aren't necessarily phrases I'd use (shortened to fit limits)!

But basically, marketing strats SHOULD evolve alongside your game! We often blanket over or focus on just one part of a game's life cycle.

This is just one way to think of it more holistically!


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More from @TheVTran

13 Jan
so overtime i've had to try and explain to game communities why devs cannot "just" implement things, or why something takes months and not a week.

here is my non-exhaustive list:

- making sure it works on all devices
- ^ mobile devices in particular are a nightmare with all their different versions, updates, and operating systems
- if being ported to different devices, needing to rework the art/UX
- legal blockers (contract revisions, approvals, etc.)

- abiding by appropriate media and platform policies
- potentially breaking servers for millions of people
- making sure it's actually fun
- if doing stuff with external partners, fitting their timelines, events, specific requirements or additions to your game
Read 9 tweets
13 Oct 20
OK quick tips for press/influencers on reaching out for keys when a game is days away from launch.

I already have little patience to deal with vague inquiries, and when we're nearing game launch?? hooOOoo boy

1) My inbox is a wreck.

Games generally get the most hype and requests the closer to launch. Every single day I'm getting at least 10 emails for keys (depends hype of the game.)

I have NO time, so I need you to help me make it as easy as possible to justify giving you a key.
2) Tips on ur outreach email:

- A way to verify your email
- Links
- Sentence about relevancy/why this game is interesting to ur audience/how does this benefit me if I give you a free game?
- STATS. Page views! Concurrent viewers! Community size! Etc!
Read 8 tweets
1 Sep 20
So many cool game marketing peeps have a newsletter and now I want one 😀 Except all it'd be is

1) article links I bookmarked for later, forgot about, and oops never looked at again
2) the 67 GDC talks I've been "meaning" to watch
3) screaming
Anyways here are my recommendations for Fricken Good Game Marketing Newslettersβ„’:

πŸ—» @AdventureMtn - How To Market a Game
- King of email marketing
- Sooo many interesting, researched, and unique topics
- Taught me the phrase "spaceship ass"
πŸ“½οΈ @Derek_Lieu - Game Trailer Editing
- Learn how to make damn good trailers
- Very good breakdown of how to "look" at trailers and what makes them so appealing
- There's always a cat pic…
Read 5 tweets
30 Aug 20
✨ Becoming a Community Dev ✨

Okkkk I get this question a lot: how'd you become a CM, how do I get there, etc.

I don't have a marketing degree, so this is my personal experience!

1. There is no silver bullet resume πŸ†

Every studio requires something different, whether indie or AAA.

Look at job posts, see common skills that are required, learn accordingly, but also think about what unique skill you can bring to the table! (Video editing? Streamer? Etc.)
2. Gain experience πŸ“ˆ

Experience > education most of the time. Luckily with CM-ing, it's possible! Mod a forum, volunteer for events, etc.

I got my "experience" from several non-game related marketing jobs as a starving university student.
Read 8 tweets
24 Aug 20
✨ The Golden Rule ✨

"Other people would like to be treated the way you would like to be treated."

Which, for communications, I think is actually a bit iffy!!!

Quick thoughts on why πŸ‘‡
1) There's something called The Platinum Rule by Dr. Tony Alessandra

Platinum Rule: "Treat others the way they want to be treated." πŸ™
2) It shifts "this is what I want, so I'll give everyone the same thing" into "let me understand what they want and give it to them"

Everyone has diff backgrounds, communication styles, and preferences! (And we often forget our own biases - neurotypical, Western, etc.)
Read 6 tweets
11 Aug 20
So one of the things I think deserves attention is the charisma a community dev needs to do their job!!

Charisma is based on 4 main things:

Small thread πŸ‘‡ [1/7]
All charisma is required, but one of the strengths of a community dev is knowing which to use depending on the situation!

And everyone is stronger/weaker in the different types of charisma, of course.

πŸ‹οΈβ€β™€οΈ Authority (confidence, power)

You already know we deal with the angry gamers/trolls. We need to appear confident in stressful situaitons to not only get rid of the riff raff, but ensure no one panics/is uncomfortable or feels like it'll happen again.

Read 7 tweets

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