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2018 Year in Review – A Hectic but Informative Year

arimia
It’s that time of year again, that time after Christmas but before New Years… the time when we all try to hurry up and finish what we’re working on to finish one last thing before the next year… but, that also means it’s time to look back and see what was accomplished this year!
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♦ 2018 Releases ♦

As Vast as the Sea

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As Vast as the Sea was an entry for Ludum Dare #41. It follows Erita, a young woman who becomes lost at sea until she wakes up in Ogygia, an underwater world full of mermaids and secrets.
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​That Which Binds Us

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That Which Binds Us was originally a demo I made for IGMC 2017 and then extended into a full visual novel in Ren’Py. It’s my first fully commercial game and first game on Steam, so I’m pretty happy with it! It changed a fair amount in development to the finished product and I learned a lot from it’s release- a lot of which makes me more confident about Asterism.
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I Saw Him Today

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I Saw Him Today was an entry for Ludum Dare #42. It’s a short, experimental and completely linear game about dealing with grief among other things. It’s one of my favorite if not favorite Ludum Dare entries I’ve made, and I wasn’t the only one to think so since it ranked #12th in Mood.
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​Crossed Paths:Connected Worlds ~ At First Sight ~

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Crossed Paths:Connected Worlds ~ At First Sight ~  was an entry to Yuri Game Jam 2018 and a remake of my very first visual novel, Crossed Paths:Connected Worlds (which was made in 2014 for Ludum Dare #30. It follows mostly the same story as the original but with better writing, choices, art, etc.
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​Left Behind

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I’d be remiss to only talk about successes this year, wouldn’t I? Well, I did release 5 complete games this year as usual (1 big release, 3 Ludum Dare releases, and one additional game jam release), and that includes Left Behind. While not a total failure, it’s certainly not on par with the rest for a number of reasons ranging from final exams to lack of interest. It was an entry for Ludum Dare #43, and follows a group of friends making a video about an abandoned mansion.I’ve thought about extending it some and adding more endings, but I’m still uncertain whether that would equal quality. Since MV doesn’t like to port to Android (despite claiming that it does) it’s hard to say if I’ll spend the time editing this when I could spend that time making an Android port for That Which Binds Us.
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♦ 2018 Resolutions ♦

​Now that we’ve gone over what all I’ve released this year, let’s go over what my resolutions were for this year! (copied and pasted from last year’s year in review)

  • Publish all the games I’ve started. Now, this one comes with a bit of a catch- basically, I want to publish something from every project I’ve started. I want to finish That Which Binds Us, upload the update for The Witch in the Forest, finish a side project, and upload a demo for Asterism (as I’m shooting more for summer of 2019 now). That sounds like a lot, as you also have to include all three Ludum Dare games I hope to make in 2018 and maybe other side projects, but I’m nearing completion on a lot of projects right now, so publishing 5~ games this year isn’t out of my scope at all.
  • Get faster at writing. In 2017 I started writing much more heavily, and thus got better at it as I went along. In 2018, I want to focus on writing better and faster.
  • Get better at marketing. Yeah, I’ve learned marketing is super important this past year. So, in 2018 I want to get better at it.

Publish all the games I’ve started. Haha…. yeah…….. I definitely did only half of this……… I’m not close to a full demo yet for Asterism, but I did publish a demo for Paths Taken! So…. close…….

Get faster at writing. I’d say this one was accomplished, since That Which Binds Us was around 60,000-70,000 words long and only took me around 4~ months to write it while the original draft for Asterism was only about 45,000 and took me over half a year to write.

Get better at marketing. I’d like to say this one is accomplished! This past year was a bunch of reading, studying, asking questions, and researching, and now I’m freelancing as a marketer for other visual novels. So, I’ve definitely learned a thing or two about it.

♦ 2019 Resolutions ♦

Now onto resolutions for 2019! There’s a bunch of small ones like “be more active in clubs at school” (which I already am, but I want to keep it up), “panel at my local convention”, etc. but here’s my main list for 2019:

  • Publish Paths Taken and a demo for Asterism. This… is a big one. Paths Taken is currently about 60% done, with the route divergences being written and coded right now, so I’m hopeful we can have it ready around the summer. Asterism, on the other hand, is a very different story- the RPG sections are giving me trouble but I plan to, for now, code the entire game in VN style (as you’ll have the ability to pick between playing it as an RPG with VN sections or as a pure VN), send that to testing, and then finish the rest. There’s a lot of assets still needed so I’m very unsure of what percentage of the entire game is done.
  • Market further. I want Asterism to be a success so once I’m nearing the demo stage I’ll be amping up my marketing. I’m really hoping to get it into some festivals and competitions as well as share it wherever I can.

…That’s really all I can think of as major goals go. There are some I’ve mentioned here that I consider “smaller” such as entering more competitions both at school and online and hopefully paneling at my local convention, but these are the main ones I want to work on.

So, here’s to another great year! Thank you all for sticking by me and reading!
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Yes, You Can Start Marketing Too Late

arimia

Marketing is something you should be doing constantly while a game is in development- but at what point is it too late to start?

If you remember one thing from my articles, remember this- marketing should be seen as an integral part of game dev, much like programming and visuals, and should be done all during and after development. However, there will always be cases where people didn’t market their games or crowdfunding projects enough- as sad as these are, a lot of times they simply won’t be able to recover from that loss of a major amount of sales on launch. So, at what point does it become too late to start marketing and it become better to delay a launch?

Let’s look at crowdfunding first. Most people who’ve looked into Kickstarter have probably heard that you need to get 30% of your goal in the first 48 hours, and a recent study has found that to be pretty true. So what does that mean? It means that the biggest push of pledges needs to be at launch. Therefore, starting to market after the Kickstarter launch would be extremely detrimental to the campaign.

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A graph from Kickstarter themselves in 2011.
​Your game launch isn’t much different. According to a Gamasutra post by Jake Birkett, the average amount of sales on Steam is around 58% of your wishlist numbers- what this means is that if you have 200 wishlists then you can expect to sell around 100 units on launch week. As Simon Carless went over recently in his own Gamasutra post, wishlist counts have become an exceedingly reliable way of telling how well a game will sell after launch.
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“If your game has 1,000 wishlists on launch, it may sell 500 copies in your first week and 2,500 copies in your first year on Steam.”

What does this tell us? It tells us that collecting wishlists (for games being sold on Steam) is a good way to not only get people to be notified about the game on launch but is also a good indicator of how well the game will sell. This also means that we need to focus on driving wishlists (or maybe newsletter subscriptions for a non-Steam platform) before the game releases.
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Make it a goal to gain wishlists months before launch.

Let’s do some further math. At the time of writing this (yes, I just checked), Asterism gets around 4-6~ wishlists a day on Steam.

  • Asterism does not have a demo out yet
  • Asterism is not 100% being actively promoted (2 other games are sharing promotion time with it)

With this context, we can reasonably assume that the amount of passive daily wishlists will increase once there’s a demo released (which will lead to let’s plays and journal coverage) and the project is being worked on more frequently.

Each week Asterism currently gets around 36~ wishlists. This means that, if it kept up this rate, in a year…

36 x 52 = 1872
…Asterism would have an additional 1800~ wishlists. Not great, considering the game (hopefully!) won’t take that long to complete and when you see the results from the Gamasutra articles. But like I said, this number should increase with more coverage, a demo, etc.Let’s say that each week Asterism will gain around 50 wishlists. If this is the average rate, then in a year…

50 x 52 = 2600
…Asterism would have around an additional 2600~ wishlists. It’s looking somewhat better, but not by too much again considering the game most likely won’t be sitting there raking in wishlists for another year.So what does this tell us? Put Steam pages / Newsletter signups when you can. Start gaining those leads early and collecting them over the entire development process.
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What point is too late to start marketing?

Games have different development cycles and time lengths- I’ve released games that took 48 hours and some that took 8 months. Therefore, I find it hard to give a sure timeframe in months or such, but I’d say you should stop what you’re doing if you’re 2/3rds of the way through development and have not set up store pages, social media, etc.​If your game will take you about 8 months to develop, you should consider halting progress to give time to properly market the game if you’re 2 months from launch and haven’t started at all- sometimes slowing a project in order to get the word out about the project.

In recap… start collecting wishlists early and give yourself time to tell the world about your game!

Wishlist my game on Steam!

Asterism

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Why Marketing Your Indie Game is Important

arimia

Marketing is rapidly becoming more and more necessary as part of game dev- but why?

​Designing an indie game to be unique while also having a defined aesthetic is growing increasingly more important as time goes on, as the indie game market (and game market in general) is constantly expanding at a seemingly exponential rate. It has become more necessary than ever to create eye-catching games, games that instantly attract eyes (and hopefully the eyes of buyers) towards your product. Your product is unique, and you must like it- why else would you be spending so much time to make it if not? Then, it stands to reason that you should want more and more people to notice your game. While maybe not immediately recognizable, good game design has striking correlations to good marketing- another essential piece of game dev that is sadly overlooked too often. According to Polygon, 2,964 games were released on Steam in 2015. That number increased to 4,207 games that were released in 2016. That number again jumped to 7,672 games being released in 2017 just for Steam. Each year it seems the number is almost doubling, meaning it is absolutely becoming harder and harder for consumers to find your game and it is absolutely necessary to make that first impression count- and if it doesn’t, then you need to rely on good, heavy marketing to make sure you get more than just one impression from people.

Why is My Marketing Not Helping?

Indie games typically fail at marketing for a number of reasons, ranging from “somewhat avoidable through research” to “do you even know what game dev means?”:

  • Not targeting the right audience
  • Not reaching enough eyes
  • Not marketing long enough before and after release
  • Failing to market before release (the common “my game is releasing tomorrow and I forgot to market it!”)

Now, let’s go over briefly some of these.

Not targeting the right audience- you just can’t market enough to sell decently if you’re not marketing to the right audience. If you’re making a mobile mystery point and click game, then your main audience is going to be middle aged women. If you’re making a side swiping action game like Temple Run, then your main audience is going to be bored middle and high school students. Marketing outside of these ranges can work, but you should already be seeing the vast differences in some gaming genres. With the addition of mobile gaming to the market, more and more “non traditional gamers” are now adding money to the market, meaning the market is expanding even in these ways.

Not reaching enough eyes- posting a couple tweets every few weeks and maybe tagging them isn’t going to suffice even if you’re Ubisoft or EA. Some surveys have said that it takes three impressions before consumers build an idea and recognize a brand– this means that effective marketing consists of posting frequently and posting in multiple places. It is for this very reason that more prolific indie game companies hire people just for marketing, as it truly is a full-time job. Those emails don’t send themselves, and a lot of times people don’t have a good grasp on what effective marketing consists of.

Not marketing long enough before and after release- this point is a bit more controversial, as some people will have differing opinions on this. Some will say you should start posting and announcing your game the moment you have any shred of assets to show off, whether it be an extreme prototype screenshot or a concept art sketch. Some will say you should wait until you have a good collection of assets ready to share, such as a trailer or even a demo. Personally, I believe there is a nice middle ground that can be found that changes for each game. As an artist, I always start with the art, so I can make art assets as needed. However, for companies such as those run by friends who are programmers and writers instead of artists, they have to depend more on their artists for when they can announce their projects and might lean more towards mock screenshots. Whenever you feel comfortable that you have enough assets and a good idea of what your game is, start marketing.
But what does this have to do with marketing enough after release? Well, let’s say you magically get your game out there. Congrats, you gave all your personal info to Valve and now it’s on Steam. Do you just go to your next game? Do you move on? …Somewhat. You should definitely move on, yes, but you should also try to not drop the game and run. There will be bugs. That’s inevitable, no matter how much proofreading, beta testing, and sleepless nights. There will always be people in your genre who don’t know about your game. Tweetdeck is a great tool for post-release marketing, as you just schedule tweets and leave. Try to check social media accounts frequently though, as people like being replied to.

Failing to market before release- whenever someone says “my game is releasing tomorrow and I forgot to market it”, a marketer dies on the inside. As previously said, marketing should be viewed as a natural and necessary step in the game development and publishing process, so it is absolutely mind boggling to hear of people who release a game and then decide to dip their toes into marketing, despite the fact that they should already be waist deep into marketing by the time of release, if not neck high. If you want to even try to make your deposit back on your game, you must begin marketing months before release. Most games won’t make their budget back, let alone get in the green money-wise, but that’s another story.
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So… How do I “Market”?

​That’s a good question we’d all like to know! …But let’s go over some basics.Be active on social media- if you make a social media account for your company and/or game, try to keep it up to date. There are plenty of scheduling websites that can help you queue posts so you don’t have to remember to post daily. As well as being active on social media, you should also aim to make sure you’re using the websites to your full advantage, as each site functions a bit differently.

Start marketing as soon as you have enough to show and keep at it- start marketing once you have a fair amount to show and know what your game is. Graphics are the best way to catch people’s eyes, of course.

Contacting reviewers- game news sites and blogs are a great way to further reach people who are potentially interested. Don’t worry about being declined- 9/10 they’ll ignore/not reply to your email instead of sending one back saying why they don’t want to review it. Of course, don’t target sites that review only android games in the hopes that they’ll review your Steam release- don’t waste your time like that. Try to find as many sites as you can to email that allow devs to email them, as for the most part you won’t get responses back. These sites get a lot of emails every day, and they have to pick what to and what not to cover.

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In an essence, marketing is getting people who want to buy your game to know about your game. You definitely want to hone in on your audience and make sure they know what your game is, but in general the goal of marketing is spreading the word about your game.