Launching Games More Than Once?
In this article, they are talking about different ways to get an indie game more popularity and acknowledgement. They discuss "launching" a game multiple times instead of just a single, initial launch. They also talk about how to start up hype for the beginning launch of the game, such as setting money aside for advertising and starting a blog to detail the creation of the game as it's made.
The marketing director for Swedish game company Crows Crows Crows, Mike Cox, talks about how to find the best placement for your games on digital shelves for selling that will gain attention and cause you to earn better placements later. The better the placement, the more views the game gets and the more copies likely to get sold. Mike disapproves of the method normally used by indie developers to get their name out there. He sees the tactic of beginning to talk about the games through social media sites, building an influencer list, releasing a trailer, and setting up a wishlist as being "based around immediate relevance and other individuals determining worth for visibility." Mike does however support the idea of going to conventions and launching the game at a discounted price for a week. He recommends trying to maximize a successful launch through progress and data tracking, focusing on updates, sales, and availability of placements, and taking larger control of the views the product can receive by purchasing advertisements.
Mike urges that developers learn the marketing formula called CVECV, which stands for cost, views, engagement, conversions, and value. These are all things that can be calculated and there's an example of how to do so within the article. The article also includes a formula on how Crows Crows Crows calculate sales. The formulas they use can then be used to create more "launches" for your game after it's already been released. Developers can add languages to gain new placement spots, take part in large sales, announce new platforms, and build new, small updates. Though Mike admits it is a large job for a starting developer, he encourages them to look into the methods and acknowledge them as a better solution than just feeling around in the dark.
I knew already that advertising was very important for the start of any new coming developer, but I wasn't sure how much you could actually influence your game after its first release. The fact that you could revive a game after it fades out for a while just by tweaking the price and adding some small new details is amazing to me, though I can now actually recognize when things like this happen. I think this is a great way to keep an indie company relevant, despite the tough time they might have if they aren't a larger group or aren't getting sponsored for their creations. I'm glad this kind of information is available to the public like this and that larger indie companies are willing to share their marketing strategies. Overall, it seems like an extremely valid and mostly solid way of ensuring your game can live out its whole lifespan and not be completely deserted a few months after its release.