Marketing for Reluctant Game Developers: A Guide

The concept of marketing can be overwhelming, especially for game developers who are more focused on creating their game than promoting it. At Develop Brighton, marketing experts Hannah Flynn, Izzy Jagan, and Lou Jones tackled this issue in their talk, "What games marketing actually works in 2024?" Jagan, global PR manager at Square Enix, emphasized that marketing is a broad and creative field that is often misunderstood. Jones, senior campaign manager at Yrs Truly, added that marketing can be a joyful experience, as it involves connecting with people and understanding their needs. When it comes to self-marketing a game, Jones advised developers to start by understanding their game and how to talk about it. "What is your game? Can you summarize it in ten words or less?" they asked. "Get people who aren't so ingrained in the development of it to sit down and play your game." Flynn, marketing manager at Failbetter Games, emphasized the importance of having a clear and concise message about your game. "Think of Steam as a supermarket, and your game as a can of beans," she said. "People want to know what it is and how it tastes. Boil down your game into a brief description, and use phrases like 'This game is a [genre] that will make you feel [emotion]'." Flynn also stressed the importance of optimizing your Steam page, including reviewing your short description, checking your tags, and using the Tag Wizard. She encouraged developers to look into Valve's YouTube channel for developers, Steamworks Development, for more tips on marketing and discoverability on Steam. Ultimately, marketing a game is an iterative process that requires creativity, flexibility, and a willingness to adapt to feedback. By understanding your game, developing a clear message, and optimizing your Steam page, you can effectively promote your game and reach your target audience.