The video titled "The Golden Rule of Game Promotion: No One Cares About Your Game" is published by GDC and features the speaker, Thomas Reisenegger, co-founder of Future Friends Games, an indie game publisher. The talk aims to provide guidelines for effective game promotion by adopting the mindset that "no one cares about your game." This mindset helps game developers and marketers improve the quality of their communication and connect with their target audience.
The talk begins by discussing the "Avengers problem," which refers to the fact that most game developers and marketers tend to copy the marketing strategies of big-budget games. However, these strategies may not work for smaller games, which need to adopt a different approach to attract attention. Reisenegger emphasizes the importance of getting to the point quickly, making things work for newcomers, thinking of the environment in which the game will be played, and knowing the next step for the audience.
Some examples of effective marketing strategies include front-loading assets and communication, making sure that the game's main selling points are immediately evident, and using platforms like TikTok to test out different marketing materials. Reisenegger also highlights the importance of optimizing store pages, as they are the primary marketing asset for most games.
The talk then moves on to discuss campaign planning and the importance of repeating the core message of the game to reach new audiences. Reisenegger suggests that game developers should show their game repeatedly, reuse and recycle assets, and be flexible in adapting their marketing strategy based on what works best for their game. He also emphasizes the importance of knowing the game's main "multipliers," such as store pages, social media, and press outreach, and prioritizing them accordingly.
In conclusion, the speaker provides a micro-level checklist for game promotion: get to the point in the first few seconds, make the communication work for newcomers, keep the platform and environment in mind, and point to the next step for the audience. By adopting the "no one cares about your game" mindset, game developers and marketers can improve their promotional efforts and connect more effectively with their target audience.
