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从失败者的角度去分析独立游戏营销

发布时间:2013-11-11 17:26:02 Tags:,,,,

作者:Dushan Chaciej

有一些成功的开发者们已经写过许多有关“如何营销独立游戏”的文章,所以我决定从不同角度去描写这一内容。即从在市场营销上遭遇失败的人的角度。也就是我自己的角度。

提醒:以下列表的内容也许会让你觉得非常愚蠢,甚至是自己从未想过的,但是我确实在某些情况下做过这些事,甚至还多次犯过相同的错误。

the-big-list-of-indie-game-marketing(from pixelprospector)

the-big-list-of-indie-game-marketing(from pixelprospector)

不要忘记将自己的网页,Facebook和Twitter链接放在你所刊登的游戏下方。

不要刊登那些只有忠实粉丝才会感兴趣的游戏细节。特别是当你的游戏还未完成且粉丝还不多时。

就像我们几天前所刊登的一篇文章。谁会关心我们一款没人知道的游戏中,一场竞赛的其中一个政党的背景故事?

不要在Twitter或Facebook上随便勾搭那些从未听说过你的编辑们。

不要使用各种流行词组成电子邮件的题目,例如“Steam-punk MMORPG with a vast world to explore and innovative storyline, also a spiritual successor to XXX”。虽然这名字很长,但却并没真正在描述你的游戏。

在面向Reddit刊登文章也是如此。

不要发布你花5天时间所创造的截图,它们将永远留在网上并始终围绕着你。(游戏邦注:媒体刊登有关你的游戏的文章并将一年前的截图放在新闻标题下方便是最佳例子)

不要强颜欢笑。没有什么比这更悲催。

不要将一封新闻稿群发给20个编辑,即将其地址放在“To:”后边而不是“Bcc:”后边。

实际上应该是千万不要将一封新闻稿群发给20个编辑!分开发送你的电子邮件,并仔细衡量你的交流对象。

当对方表示报刊想要为你的游戏写些内容时,不要轻易相信他们。

你必须尽所能地让自己和游戏突显于其它开发者与游戏间。

切忌在午夜刊登游戏更新信息。搜索何时才是最佳时机。Facebook最近添加了一个新功能便能帮助你了解粉丝的活跃时间点。

不要等到游戏发行后才与媒体进行交流。你应该立刻向其发送电子邮件。他们需要知道你所致力的出色项目是什么,即使他们并未在技术网站上做出回应或刊登相关文章。

不要将电子邮件命名为“我们正在制作游戏,它将会非常有趣”。他们不会因此为你写文章的。除非你是Notch(游戏邦注:是Minecraft之父,Mojang AB的所有者)。

不要问评论者他们是否想要一份你的游戏副本。直接将其呈现在他们眼前。他们并不会主动去购买你的游戏。

不要只是为了刊登游戏开发的更新信息才访问Twitter和论坛。如果你不能作为特定社区的一份子,你最好就不要幻想在那里进行宣传。

不要错过#screenshotsaturday。

不要讨厌那些比你成功的人。这不利于你的身体健康。因为这种人真的太多了,你可恨不过来。

不要将博客作为你在过去所创造的所有精灵以及你所修正过的一些漏洞的每周列表。没有人会关心这些。不要让那些愿意读你的内容的人感到厌烦。

不要玩“绝密项目”游戏!如果你不能告诉大家你的游戏有多酷,那便没人会知道它有多酷。除非你是一个已经获得成功的开发者,但如果是这样的话你就不会看这篇文章了,不是吗?

如果你不能揭示绝密功能,那便没人会知道它。但有时候即使你揭示了这些功能,也没人想要了解它。

不要将“6个可游戏的角色”和“需要杀死20个敌人”作为主要功能。相信我。

参考谷歌独特的营销主张(USP)并更认真地进行思考。

不要相信你关于自己的游戏玩法有多优秀的看法。你的观点很大程度都带有偏见。

不要创造一款与大热游戏非常相近的游戏,除非你能够做得比对方更好。人们总是会更愿意玩最初的那款游戏。

不要略过前期制作阶段,不要忽视你的目标玩家群组。

着眼于你的游戏。我的意思是:就像你看待其它游戏那样看待自己的游戏。让你的朋友看看游戏。让陌生人看看游戏。除了网页或文章上所描述的,不要透露过多信息。感激地接受他们所给予的各种反馈。当你还有足够时间的时候改变呈现游戏的方式。

即使你正在创造一款富有创造性的新类型游戏,它在你的展示或描述中可能看起来也会很一般。仔细想想该如何更好地传达。

不要尝试着同时面向休闲玩家和硬核玩家创造游戏。

不要创造那种前后不一致的游戏图像。比起一些混合了3d渲染的高像素图像资产,具有一致性但是画面不那么精致的图像更好。

不要忽视游戏的优化!

不要盲目地往游戏中添加更多内容,而不优化现有的游戏内容。

不要让你的网页看起来一团糟。

不要让你的Facebook页面太过时并看起来乱七八糟。

不要期待人们会想很多!如果面前有太多阻力他们便不会去寻找你的游戏。确保所有内容都足够明显并清楚地呈现在他们面前。

如果没人玩你的游戏也不要泄气。想办法去找出原因。

希望这些内容对你有所帮助!

本文为游戏邦/gamerboom.com编译,拒绝任何不保留版权的转载,如需转载请联系:游戏邦

How NOT to Market Your Indie Game

By Dushan Chaciej

There are so many of those ‘How to market your indie game’ articles written by more or less successful developers that I decided to write about this from a different angle. From the angle of someone who failed at marketing. My angle.

I have a long record of failing at marketing and PR and you can easily check that by looking at my name/nick and not recognizing it. Thus you can trust me on what I’m going to say.

Warning: the following list might be filled with things so stupid that you wouldn’t ever imagine doing them, and yet I did all of them at some point, often multiple times. If that’s the case you can as well just make fun of me since you’re already here.

Don’t accidentally forget to put the links to your website, Facebook and Twitter under anything you post about your game.

Don’t post detailed stuff about your game that only the most eager fans would be interested in. Especially when your game isn’t finished yet and doesn’t have any fans.

Like this very post we’ve posted a few days ago. Who the fuck could care about the backstory of one of the political parties in one of the playable races in our game that no one knows about?

Don’t casually accost random editors that’ve never heard of you on Twitter or Facebook.

Don’t fill your email’s title with tons of buzzwords. i.e. (Steam-punk MMORPG with a vast world to explore and innovative storyline, also a spiritual successor to XXX). Despite the amount of words it actually doesn’t say anything about your game.

The same goes for Reddit posts.

Don’t release the screenshots that you took 5 days into the development, they will stay in the Internet forever and haunt you. (Press posting about your game and using a year-old screenshot as a news header would be the best example)

Don’t try to be funny if it doesn’t come to you naturally. It’s the most pathetic thing ever.

Don’t send a press release to 20 editors, putting their email addresses in ‘To:’ instead of ‘Bcc:’.

In fact don’t send a press release to 20 editors at all! Send each of your emails separately, with some consideration as to who you’re talking to.

Don’t believe them when they say that the press wants to write about your game.

You have to do EVERYTHING that is in your power to make yourself and your game look outstanding in the crowd of other developers and their games.

Don’t post your updates in the middle of the night. Do your research on when’s the best time to post. Facebook’s added a cool feature recently that lets you check the hourly activity of your fans.

Don’t wait with spamming the press until your game is released. Email them right now. They need to know about the awesome project you’re working on, even if they don’t reply or post about it on teh websitez.

Don’t send an email titled “We’re making a game, it’ll be fun”. They’re not gonna make a story about it. They’re not gonna post about it. Unless you’re Notch, of course.

Don’t ask reviewers if they want a review copy of your game. Throw it at their faces. They weren’t gonna buy it anyways.

Don’t visit Twitter and forums only to post an update on your game’s development. If you’re not a part of a particular community, it’s better to not spam there at all. (Some may not agree with this, but IMO it’s kind of a scumbag move.)

Don’t miss out on #screenshotsaturday.

Don’t hate everyone that is more successful than you. It’s not good for your health. There’s simply too many of them.

Don’t use your blog as a weekly list of all the sprites you did in the past days and all the little bugs you’ve fixed. No one cares about that. Don’t bore people to death for deciding to read your stuff.

Don’t play the ‘Top-secret project’ game! If you don’t show how cool your game is, then no one will know how cool your game is. Unless you’re already a successful developer, but then you wouldn’t be reading this, right?

If you don’t reveal your secret ultimate feature then no one’s gonna know about it. Dang, even if you reveal it most likely no one’s gonna know about it.

Don’t use ‘6 playable characters’ and ’20 enemies to kill’ as your key features. Trust me on this one.

Google ‘USP’ and think harder.

Don’t trust yourself on how good your gameplay is. Your opinion is ultimately biased.

Don’t make a game similar to a well-known hit if you can’t make yours better. People would rather just play the original.

Don’t skip on the pre-production phase, and don’t skip on thinking of your target group of players. (There has to be one!)

Look at your game! And I mean: look at it like you’re looking at other games. Make your friends look at it. Make strangers look at it. Don’t say anything more than what you have on your website/in your posts. Accept their feedback with gratitude. Change the way you’re presenting your game when you still have time for that.

Even if you’re making an awesome, innovative and original game in an entirely new genre, it may still look generic in your presentation, or in the way you’re describing it. Think about that.

Don’t try to make a game for both casual and hardcore players.

Don’t make the art in your game look inconsistent. It’s better to have bad but consistent art than a few good pixel-art assets mixed with good 3d renders, and so on.

Don’t skip on polishing the game!

Don’t insist on adding more content instead of polishing what you already have in the game.

Don’t have your website look like shit.

Don’t have your Facebook fanpage outdated and looking like shit.

Don’t expect people to think too much! They don’t find your game worthy of such a drag. Make everything obvious and in front of their very eyeballz.

Don’t be a dick if no one plays your game. It sucks. Deal with it.
I hope that helps : )

Now get back to working on your game! Don’t waste your time on reading articles like this one. It’s not like you’re gonna believe anything that someone else says, before you make the same mistakes as them. At least that’s my case. And yes, I’ve read thousands of those articles.(source:gamedev)


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