Unlocking the Most Effective Marketing Channels for Small Game Publishers

For small game publishers, particularly indie developers with limited marketing budgets, achieving the highest possible return on investment is crucial. The release window of a game is the most critical period for marketing efforts, especially for games on Steam, where the algorithm can quickly bury a game if it doesn't immediately resonate with players. A recent Steam bug that prevented users from receiving notifications about a game's release, despite having it on their wishlist, underscores the importance of effective marketing during this period. With only 581 players purchasing the game in its first five days, despite over 130,000 wishlists, the impact of poor marketing at launch can be devastating. So, which marketing channels offer the best returns for small publishers, and how can they be utilized to maximize visibility and sales? Marla FitzSimmons, head of marketing for Fellow Traveller, emphasizes the importance of fostering a community around games to maximize return on investment. The team focuses on community-oriented social platforms like TikTok and Reddit for paid advertising, where they can connect directly with players and spark conversations about the game. However, paid advertising is no guarantee of success, and its effectiveness can be hindered by factors like low conversion rates and platform fees. To mitigate this, FitzSimmons recommends splitting the marketing budget between awareness channels and more authoritative sources to improve conversion. Hunter Bond, director of horror games publisher DreadXP, agrees on the importance of a multi-channel approach but notes that social platforms' constantly changing algorithms can hinder paid advertising strategies. Mike Rose, founder of No More Robots, shares his experience of using significant paid advertising spend for the launch of Little Rocket Lab, not to directly drive sales but to create awareness. The game's success was attributed to making it visible in multiple places through ads, making it more likely for players to interact with it when they saw it on Steam. Bond emphasizes the value of word-of-mouth marketing, achieved through face-to-face interactions at events like PAX, where gamers and press can experience the game firsthand. In contrast, Rose believes that live events often lack the necessary infrastructure for effective marketing and advocates for participating in community-organized digital events. Video content creators have become a significant medium for reaching audiences, and publishers are keen to partner with trusted creators or streamers. According to a recent report, 65.9% of creators have different rates for indie projects, allowing smaller publishers to maximize their return on investment for sponsored streams and content. The best results come when a streamer genuinely enjoys the game and their community is a natural fit. While such coverage often comes at a cost, it can be an effective tool in the marketing mix. However, like display advertising, the cost of influencer marketing cannot be precisely justified, and its effectiveness is difficult to predict. In conclusion, while paid advertising across various platforms is possible for smaller publishers, it is no guarantee of success. It is most effective when used in conjunction with an organic focus on community, creating and leveraging interest in the game through more personal approaches, and elevating that interest as the release date approaches.