Dos and Don’ts in Game Marketing

Navigating game marketing can feel like a daunting task. The gaming market is not only very saturated, but this industry also allows you to cross the boundaries of typical corporate communication. Every tweet, artwork, and character on your game’s cover matters and can significantly impact your sales. But don’t feel overwhelmed; there are general rules to follow while planning your promotional activities.

Let’s dive into the DOs and DON’Ts of game marketing that will elevate your strategy and keep your audience engaged and growing.

4 Key DOs for Effective Game Marketing

1. Define your target audience

Before starting your marketing efforts, it’s crucial to define who your target audience is. Are you aiming at casual gamers, professionals, or a niche audience related to a specific category? Knowing your target audience allows you to tailor your marketing strategies to their interests and needs. Develop a detailed buyer persona to ensure that your marketing efforts stay true to the audience you aim to attract and engage.

2. Use social media

Identify the platforms where your target audience spends the most time and be present there. Social media platforms like YouTube, Twitch, Discord, or TikTok are vital for increasing your game’s visibility and building a community around it. Engage with your audience, promote your game, and create lasting connections by leveraging the unique dynamics of each platform.

• YouTube: Ideal for showcasing game trailers, reviews, and also UGC content.
• Discord: Great for building communities, launching campaigns, and gathering feedback. Perfect for real-time engagement and updates.
• Twitch: Excellent for streaming, showing specifics of the game, or reaching a broader audience.

3. Build relationships with influencers

Influencers have significant power in the gaming industry. Platforms like Twitch, YouTube, and Kick host millions of viewers daily, attracted by live streamers with large followings. Collaborate with influencers to promote your game, offering compensation through early access, game codes, or customized merchandise. This partnership can significantly amplify your game’s market presence and build a strong reputation.

4. Leverage community 

Your community is a powerful asset in speeding up your game promotion. Leverage not only your own community but also the platforms of other publishers and influencers. Utilize social media channels, blogs, other websites, and services like promotion aggregators to expand your reach. Engage with existing communities to gather feedback, generate buzz, and create a supportive network that will advocate for your game.

Affiliate marketing can be a game-changer in your promotional strategy. By partnering with affiliates in a cost-effective way, you can significantly extend your reach and tap into new audiences. 

4 DON’Ts in Game Marketing

1. Avoid a one-size-fits-all approach

Trying to appeal to every gamer can lead to a diluted product that fails to resonate deeply with any particular group. Focus confidently on your target audience and develop a marketing strategy that speaks directly to them. This ensures that your game maintains its unique essence and appeals strongly to your core audience.

2. Don’t ignore email marketing

No one likes spam messages, but it doesn’t mean email marketing is dead. It still offers an effective direct and personal way to connect with your audience. Ignoring this tool means missing out on engaging with players who have already shown interest in your game. Use email marketing to inform your potential customers about key developments, upcoming releases, or special promotions. It also provides valuable insights into your audience’s responses, helping you gauge pre-order volumes and refine your marketing strategies.

3. Don’t neglect SEO

SEO is a strategic tool that enhances your game’s online visibility. Failing to implement SEO effectively can result in your website and app store listings being buried under other content. Use targeted keywords and meta descriptions that align with your audience’s search habits. Optimize your content to ensure that your game appears prominently in search engine results.

4. Avoid overwhelming your followers with content

Overloading your audience with frequent promotional messages can lead to disinterest or annoyance. Focus on meaningful engagement and creating valuable content. Use a content calendar to plan and evenly distribute your content, ensuring your audience receives regular updates without feeling bombarded. Diversify your posts with sneak peeks, development updates, player spotlights, and trivia to maintain engagement.

Now is the moment to take control and strategize your path to success. Showcase your game and make it a success story by implementing these strategic dos and don’ts. We’re here to support you every step of the way with ongoing insights and strategies to refine your approach to game marketing.

If you’d like to learn how we can help you grow your business, please reach out.