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MARKETING TO GAMERS: UNDERSTANDING THE COMMUNITIES – Game Marketing Genie – Medium

Marketing in any niche is an extremely vast undertaking that encompasses too much information to squeeze into one article. This article focuses on addressing approaches to marketing in a specific niche: gaming. Our aim is to provide a solid background and introduction to game developers looking to enhance their marketing efforts.

The gaming community is far-reaching in its scope and influence and is continually growing. Newzoo’s 2017 report revealed that there are 2.2 billion active gamers across the globe. 47% of which pay to play, adding up to the incredible $108.9 billion revenue generated from the industry throughout the year. Statista expects the number of gamers to rise to 2.6 billion by the end of 2020 and it’s not hard to see the huge potential of the industry.

For many developers, game production is a labour of love, but at the end of the day it is still a commercial endeavour. Given the considerable value of the gaming industry, it makes sense that more developers are sitting up and paying attention. Attracting gamers and making sales is the ultimate goal and this makes marketing a priority. From experience, these are three ways by which you can take advantage of gaming communities for marketing and growth:

Tap into Existing Communities

Social networks, forums, blogs and similar online communities hold a significant amount of influence over the purchasing decisions that gamers make and what specific games become popular.

Consider the games that generate the most buzz and identify the features that these games have in common. Before you even begin production, see if any of these features are applicable to your own game to increase its chances of success.

Most popular games have online communities where players interact with each other on a daily basis. Part of the fun of gaming is the experience that is shared with fellow gamers holding similar interests. If you can manage to start an online community or contribute to an existing one, you will be increasing the chances of getting your own game to become popular when you do develop one.

Marketing to and Within the Communities

A well-developed game is great, but you need more than that to ensure success. There are a lot of great games that are relatively obscure to the gaming community as a whole, due in part to poor marketing. In fact, if your game is average and your marketing is superb, you stand a greater chance of success.

You have to be ready to invest in leveraging communities to gain exposure for your game. The most direct approach is to go to the sites of popular gaming sites and focus your marketing on the gamers playing the genre of the game that you’re developing. Whichever platform or approach you decide upon, gaming communities are a gold mine for marketing and growing your game.

A rookie approach to game marketing is waiting until your game is developed before thinking about a marketing strategy. This is a mistake as there are decisions involving the game design that will have an impact on any eventual marketing strategies that you may come up with after the game is released.

Every company has its own approach to creating a marketing strategy, but there are key tenets to cover regardless of your overall plan. This includes:

  • Choosing the right business model
  • Choosing and building an audience
  • Geo-targeting your marketing efforts
  • Keeping your finger on the pulse of industry trends

It may seem daunting at first, but marketing is actually quite fun once you get the hang of it. In fact, it is almost as fun as actually developing a game. The idea of birthing a strategy and watching it grow is a fulfilling pursuit that gaming devlopers absolutely relish. All you need is the right amount of information and most importantly, the drive to win.

We’ve provided the information, so now it’s up to you. Check out more marketing tips here to ensure success! What are you waiting for?

MARKETING TO GAMERS: UNDERSTANDING THE COMMUNITIES

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