Case Study - RoboSquare
RoboSquare: Indie Game Influencer Marketing in Europe
RoboSquare is an action-packed indie game where the player controls a wheeled robot on an elevated floating platform, battling against others to be the last man standing. The developers of RoboSquare, Fizzostia, approached The Game Marketer to help them in a number of ways, including; influencer outreach, paid media campaigns and data analytics.
With the Fizzostia development team focusing on building and improving their product they did not have much to construct a proper marketing strategy. The Game Marketer stepped in when the game was in early access release, and we were tasked with planning, building and executing a marketing strategy, with the aim of increasing awareness for the game.
To build and increase awareness of the game within press, influencers and a wider gaming audience, in order to to promote their early access ahead of a future launch.
To carry out data analysis around RoboSqaure and its’ target audience, build relationships with streamers and content creators in order to create engaging content about RoboSquare and to run paid media campaigns to drive awareness.
In Phase 1 The Game Marketer started by carrying out data analysis of the game’s current players and of the games target audience in order to create solid plans of attack and to ensure that the game was being marketed to the right people. We began to look at influencer outreach, focussing on streamers who played similar games and had audiences who were interested in indie games. We also set out to raise press awareness of the game, creating a solid press release pack to send out.
Phase 2 saw the continual use of data analysis so that we could constantly evolve our plan, using new data to instruct our next decisions in terms of where we should be aiming our targeted advertising, what types of influencers and press we needed to be talking to and so on. Good relationships were established with various content creators, with the added incentive things like play sessions with the developers and of customised personal skins aiding the developers in continuing the relationships that were built.
The aim to increase coverage of RoboSquare among influencers and content creators was met and The Game Marketer was able to successfully oversee the games transition from being in early access to being in full release. Numerous videos and streams of content creators playing RoboSquare followed and this helped to ensure steady sales figures.