One of the main challenges that app and web-browser based game developers face is marketing their game to the masses. There are so many games out there today that unless you’re an AAA company like AA or Bethesda it can be hard to build up any kind of hype surrounding your game. In this article, we’re going to explore a few low cost marketing ideas for independent games developers.
1. Set up a Website and Blog
No matter whether you predominantly focus on web browser arcade games like Drift and Burn 365, or you build mobile apps like Candy Crush, you need a website and a blog. Your website will be where you hype up your game, as well as list all of your other creations, whereas your blog will be used for sharing industry news, news about your company, and anything else people may find interesting. Enlist the help of a marketing company to optimize your website for your key terms and make sure to update it regularly to keep your followers happy.
2. Create a Trailer
Most gaming companies create trailers which they share on websites and social media in the run up to release. You’ll want to do the same. Ideally, create a trailer which features snippets of your game, but don’t forget to include information on when it will be available and how you can access it. You’ll also want to include your company name and website information. Share your trailer on your website, your social media platforms, and on websites like YouTube for the largest exposure.
3. Use Social Media
Social media is one of the easiest and cheapest ways to advertise these days, and it’s a great way to generate interest in your new game. Create accounts on the most popular networks, like Facebook and Twitter, and then publish tweets and statuses between the hours of 11am and 11pm EST. You can use tools to schedule your posts in advance. Make sure to engage people in conversation, and optimize your posts for your keywords and hashtags. You can also make use of paid ads on these platforms for further visibility.
4. Contact the Press
Finally, one last thing that’s cheap and easy to do is contact the press. You can write a press release yourself, or hire a writer to create one for you, and then submit this to as many media outlets as possible. You could also offer free trials of your game to journalists and gaming bloggers in return for a review – lots of journalists will be happy to do this for you, and then will share their reviews on their social media platforms as well, generating extra traffic. Just make sure that your initial correspondence is polite. Take the time to build relationships too if you can.
Independent games designers often struggle with marketing their games on a budget, however if you follow the ideas in this article, you should be able to do so relatively cheaply. Good luck!
