29 April, 2007
At the Indie MMO Game Development Conference, Serafina Pechan (developer of Atriarch) gave an interesting presentation on guerrilla marketing. She defined it as “unconventional methods of marketing” and mentioned that it’s usually done on a much lower budget than traditional marketing.
So, this week’s challenge is this: think of some ways to provide guerrilla marketing for an independent game.
My ideas after the jump.
A few overriding thoughts. Remember that guerrilla marketing doesn’t equate to “free marketing”. You sometimes still have to pay for your unconventional marketing. But, it’ll likely be cheaper than trying to produce and air a TV commercial in almost every case. ;)
Also, marketing is important. Despite what some well-known developers claim, you do still need marketing if you don’t have decades of history behind you. The fact is that doing a bit of smart marketing is going to get you more players than doing no marketing at all. You can’t just build it and hope they’ll come, as the movie goes. If you don’t have even a small bit of personal celebrity to throw around, you have to be smart about it.
Okay, so let’s talk real ideas. What can you do?
A good idea is to set up a blog to talk about game development. Include some information about your game, but don’t focus on pimping it exclusively. You have to provide interesting information instead of just meaningless fluff. Matt Mihaly, as referenced in the link above, is able to get people interested in his new game because he is visible in the community. It would be much harder to give information without his blog. Hell, part of the reason I still write this is so that people get to know me as a person and as a developer instead of simply writing me off as that “kooky Meridian 59 guy” when they hear about me.
So, what other ideas do you think can help? Or, what refinements to the blog idea are there? Let’s hear your innovative and low-cost ideas.