Top Mistakes to avoid while marketing your game

Why it’s a mistake:

Many developers focus heavily on game development and leave marketing as an afterthought. This can result in a disorganised launch, where potential players remain unaware of the game’s existence.

Solution:

Being early is key. Begin planning your game marketing strategy as early as possible. Identify your target audience, set clear objectives, and develop a detailed roadmap that includes timelines and key performance indicators (KPIs). A well-structured strategy helps you stay organised and focused, ensuring all aspects of your game marketing efforts are aligned and effective.

Example:

Imagine planning a vacation without a destination or itinerary. You’d likely end up lost and stressed, right? Similarly, without a clear marketing strategy, your promotional efforts can become scattered and ineffective.

Why it’s a mistake:

The gaming landscape is insanely saturated with thousands of titles. Without a clear Unique Selling Point (USP), your game risks blending in with the crowd, making it difficult to attract attention, and making it hard to be played.

Solution:

Identify and articulate what makes your game unique. Is it an innovative gameplay mechanic, a compelling storyline, or a distinctive art style? Highlight this USP in all your game marketing materials to stand out and attract players.

Example:

Think of your game’s USP as its unique fingerprint. This distinct feature will help players remember your game and choose it over others.

Why it’s a mistake:

Social media platforms are powerful tools for connecting with potential players. It’s hard to come across an individual who doesn’t have at least one social platform. With that said, neglecting these channels means missing out on significant opportunities to build a fanbase and engage with your audience. 

Solution:

Develop a robust social media strategy. Regularly post engaging content such as development updates, gameplay footage, and interactive posts. Engage with your followers by responding to comments and questions. Platforms like Twitter, Instagram, Facebook, and TikTok can be invaluable for building a community around your game.

Example:

Imagine having a megaphone but not using it. Social media is your megaphone to reach a global audience. Use it to share your game’s story and interact with your community.

Why it’s a mistake:

Building a community around your game fosters loyalty and encourages word-of-mouth promotion. Ignoring this aspect can lead to disengagement and missed opportunities for organic growth. 

Solution:

Actively engage with your community on forums, social media, and other platforms. Listen to feedback, address concerns, and make your players feel valued. Consider hosting events, contests, and Q&A sessions to keep your community engaged and excited about your game.

Example:

Engaging with your community is like nurturing a garden. Regular interaction and attention will help it flourish, resulting in a loyal and enthusiastic player base.

Why it’s a mistake:

Influencers have the ability to reach large, engaged audiences. Ignoring this marketing channel can limit your game’s visibility and growth potential.

Solution:

Identify influencers whose audience aligns with your target market. Collaborate with them to create authentic and engaging content that showcases your game. Influencers can provide reviews, live streams, and social media posts that significantly boost your game’s reach and credibility.

Example:

Consider influencers as modern-day town criers. They have the power to spread the word about your game to a vast and attentive audience.

Why it’s a mistake:

Low-quality promotional materials can give a poor first impression and turn potential players away. The quality of your promotional content reflects the quality of your game.

Solution:

Invest in high-quality trailers, screenshots, and artwork. A captivating trailer can capture the essence of your game and generate excitement. High-resolution screenshots and professional-looking artwork enhance your game’s appeal and attract more players.

Example:

Imagine trying to sell a luxury car with blurry photos. Quality and first impressions matter. High-quality promotional materials can make a significant difference in attracting potential players.

Why it’s a mistake:

Beta testing and early access provide valuable feedback and build anticipation for your game. Skipping these phases can result in a less polished final product that is prone to glitches.

Solution:

Release a beta version or offer early access to gather feedback and create buzz. Use this feedback to make improvements and address any issues before the official launch. This phase also helps you build a community of early adopters who are invested in your game’s success.

Example:

Think of beta testing as a dress rehearsal for a play. It allows you to fine-tune your performance and ensure everything runs smoothly for the big premiere.

Why it’s a mistake:

The store page is often the first point of contact for potential players. A poorly optimised page can lead to lost sales and low visibility.

Solution:

Optimise your store page with a compelling description, high-quality visuals, and positive reviews. Highlight your game’s USP and include a captivating trailer. Ensure that your store page effectively communicates your game’s value and entices potential players to make a purchase.

Example:

Your store page is your game’s storefront. A well-presented and inviting storefront attracts customers and encourages them to explore further.

Why it’s a mistake:

Search Engine Optimisation (SEO) is crucial for helping potential players find your game online. Ignoring SEO can result in lower visibility and fewer downloads.

Solution:

Implement SEO best practices in your marketing strategy. Use relevant keywords, optimise your game’s website and store page, and create content that attracts organic traffic. Regularly update your content to keep it fresh and engaging.

Example:

Think of SEO as a map. Proper SEO helps players find their way to your game, increasing visibility and downloads.

Why it’s a mistake:

Email marketing is a cost-effective way to reach and engage with your audience. Neglecting this channel can result in missed opportunities for direct communication with potential players.

Solution:

Build an email list and send regular updates about your game. Share news, updates, exclusive content, and special offers. Use email marketing to keep your audience informed and engaged, and encourage them to spread the word about your game.

Example:

Consider email marketing as sending a personal invitation. It allows you to directly communicate with your audience and keep them interested in your game.

Why it’s a mistake:

Data and analytics provide insights into the effectiveness of your marketing efforts. Ignoring this data can result in missed opportunities for optimisation and improvement.

Solution:

Use analytics tools to track the performance of your marketing campaigns. Analyse the data to understand what’s working and what isn’t, and adjust your strategy accordingly. Regularly review your metrics to ensure your marketing efforts are on track.

Example:

Think of analytics as a compass. It guides you towards effective strategies and helps you avoid ineffective ones.

Why it’s a mistake:

Marketing can be costly, and not setting a realistic budget can lead to overspending or underfunding critical areas.

Solution:

Create a detailed budget for your marketing campaign. Allocate funds to different areas based on their importance and expected return on investment. Monitor your spending and adjust your budget as needed to ensure you’re getting the most out of your marketing efforts–knowing where your money goes isn’t harmful in any way. 

Example:

Imagine planning a party without a budget. You might end up spending too much on decorations and not enough on food. A balanced budget ensures all aspects of your campaign are well-funded.

Why it’s a mistake:

A press kit provides journalists and influencers with all the information they need to cover your game. Not having one can make it harder to get media coverage and generate buzz.

Solution:

Create a comprehensive press kit that includes high-quality images, a press release, and key information about your game. Make it easily accessible on your website and share it with journalists and influencers. A well-prepared press kit can significantly enhance your game’s visibility and media coverage.

Example:

A press kit is like a resume for your game. It provides all the necessary information in one place, making it easy for journalists to cover your story.

Why it’s a mistake:

The gaming industry is constantly evolving. Failing to adapt to market trends can make your game feel outdated and less appealing to players.

Solution:

Stay informed about the latest trends in the gaming industry. Follow industry news, attend conferences, and engage with other developers to stay up-to-date. Adapt your game and marketing strategy to align with these trends and meet the evolving expectations of players.

Why it’s a mistake:

Many developers focus solely on pre-launch marketing and neglect post-launch efforts. This can result in a short-lived buzz and declining player engagement.

Solution:

Plan for ongoing marketing efforts after your game’s launch. Keep your audience engaged with regular updates, new content, and promotions. Monitor player feedback and address any issues promptly to maintain a positive player experience.

Why it’s a mistake:

Marketing a game requires specialised knowledge and expertise. Trying to handle it all in-house can lead to suboptimal results and missed opportunities.

Solution:

Collaborate with a professional game marketing agency like The Game Marketer. We can help you develop and execute a comprehensive marketing strategy tailored to your game’s unique needs. Our expertise and resources can enhance your promotional efforts and ensure your game reaches its full potential.

Avoiding these common mistakes can significantly enhance the success of your game marketing campaign. By developing a well-rounded strategy, engaging with your community, utilising the right tools and platforms, and seeking professional assistance when needed, you can ensure that your game gets the attention it deserves.