游戏邦在:
杂志专栏:
gamerboom.com订阅到鲜果订阅到抓虾google reader订阅到有道订阅到QQ邮箱订阅到帮看

关于游戏市场营销的5大要点

发布时间:2016-01-15 14:25:33 Tags:,,,,

作者:Hannah Flynn

Failbetter Games(游戏邦注:创造了像《天光之海》,《伦敦陷落》,《龙腾世纪:最后的法庭》等游戏)是我在游戏领域找的第一份工作。自从2007年以来我便致力于一些大品牌的社区与市场营销工作。所以本文的内容都是基于我在过去几年里对于这一产业的了解:

Sunless Sea(from baidu)

Sunless Sea(from baidu)

1.独立游戏工作室需要优秀的市场营销者

不管你的游戏有多出色:如果没人知晓它,那就没人会取购买它。市场营销是一种必要但却隐蔽的手段。

当然了,即使你不了解如何进行市场营销也没关系。我知道这会让许多小型开发者为难。如果你是一个一人团队或小型团队,你便可能到处收集各种技能,而市场营销将会隐藏在你收藏的技能列表的最末尾。所以你应该去寻找一个拥有市场营销经验的可靠且热情之人,并尽早将其带进你团队中。

哪里去找市场营销者:你应该多参加一些游戏大会并多交些朋友!那里总是存在许多机遇。并且也非常有趣!

2.社区就是一切

在独立游戏中,社区便是一切。比起我之前曾待过的其它社区,游戏社区更加关心游戏。他们的评级,推荐,评论,反馈,原创,用户流和视频都是价值千金的。所以对于社区的投入将深刻影响着你未来的发展。

3.社区很难经营

在开发团队和社区间周旋是需要很大的勇气。社区总是比你大很多,他们也拥有比你更长久的记忆,甚至他们了解的东西也可能比你多得多。

你应该尽可能避免不参会进去,并认真思考社区成员讲的话。不管你听了多少次同样的反馈或社区成员使用怎样的语言跟你交流都没关系,你只需要认真去寻找能够完善你们游戏的看法便可。

4.失败也很重要

Failbetter不只是一个聪明的名字。尽管我们做出了适当的计划并投入了最大的努力,我们仍然愿意接受失败。如果你能够接受自己犯的错,你便能够获得更多机会!这里的关键在于失败能够推动你的下一次尝试:你将把握自己的错误,发展自己的韧性,并继续创造不同的内容。这对于市场营销理念也很有帮助。

5.所谓的加班是不利的

并不是只有游戏产业拥有加班的情况。每天工作好几个小时所造成的倦怠感是审核工作中经常出现的情况:这是无止尽的,除非你的雇主允许你在工作上设定界限。

在Failbetter我们便极力避免每个部们出现加班的情况,不管是公司高层还是实习生们。这能够推动我们所有人更诚实地面对自己的工作量,而对于我这样的审核人员来说,这能够帮助我明确在一周合法工作了37个小时后自己完成了什么工作,并在之后直接回家与妻子一起玩游戏。

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

Five things I’ve learned about games marketing

by Hannah Flynn

My position at Failbetter Games (Sunless Sea, Fallen London, Dragon Age: The Last Court) is my first job in games. I’ve worked in communications and marketing for big brands in the UK since 2007. These thoughts are based on getting to know this industry over the last year:

1. Indie games studios need good marketers

No matter how brilliant your game is: if no-one has heard of it, no-one will buy it. Marketing is an essential but hidden craft.

It’s ok not to know How To Do Marketing. I know it gives a lot of small developers the collywobbles. If you’re a one-man or small team, you’re already likely to be gathering skills all over the shop, with marketing lurking at the end of a long list. Go and find an authentic and enthusiastic person who Gets Games and has marketing experience, and bring them in as early as you can.

Marketers who game: go to a games conference and make some friends! There are so many opportunities. And it’s REALLY FUN.

2. Community is everything

In indie games, your community is everything. The gaming community at large cares more about games than any other community I’ve worked in cares about anything. Their ratings, recommendations, reviews, feedback, fanart, streams and videos are worth their weight in gold. Investing in your community is crucial to your future.

3. Community is hard

It takes fortitude to mediate between a development team and their community. Communities are bigger than you, they have a longer memory than you, and often they know more about what you’ve made than you do.

Don’t take feedback personally. Try and take yourself out of the equation, and think about what they’re really saying. It doesn’t matter how many times you hear the same piece of feedback or in what kind of language people give it to you, keep looking for the insight which will improve your game.

4. Failure is great

Failbetter is not just a clever name. We accept failure as something that happens despite planning and best efforts. If you’re okay with making mistakes, you’ll take more chances! The hard part is failing better the next time: own your mistakes, develop your resilience, and make the next thing. This counts for marketing ideas just as much as it does for games.

5. That feeling is called Crunch, and it isn’t ok

The games industry isn’t alone in having crunch periods. The bone-dry exhaustion borne of working over your hours every day is often the norm in comms work: it never ends, unless your employer supports you to put boundaries on it.

We are protected against crunch in every department at Failbetter, from the top of the company down to the freshest intern. It encourages all of us to be honest about our workload, and for a comms person, it helps me educate on what’s achievable when you’re legit working 37 hours a week and then going home to play Yoshi’s Woolly World with your wife (another 37-hour-a-week commitment).(source:gamasutra)

 


上一篇:

下一篇: