What is Marketability and why Engagement matters in your first CPI test — explained by ByteBrew
When testing ads and creatives, a prototype’s marketability is a thing that shouldn’t be underestimated. In a new column for Game World Observer, ByteBrew Chief Strategy Officer Christopher Lefebvre explains what marketability is and what metrics developers should pay attention to.
SuperScale on post-IDFA UA and game marketing trends: “Platforms should be the first to take care of misleads, but I doubt they will”
What is going on in game marketing and what are some trends publishers should pay attention to? Milan Štrba, director of professional services at mobile growth company SuperScale, has discussed the current state of mobile UA, hybridization, and Western devs trying to copy Asian hits like Genshin Impact.
Valve breaks down how Steam visibility works: “Algorithms react to player interest quickly and automatically”
Erik Peterson, responsible for business development at Valve, has shared some insights into visibility and discovery mechanisms on Steam. Here is how the company helps devs reach players and connect users to games.
Pros and cons of Early Access: why high risks might not be worth slightly higher rewards
Although we have seen numerous successful Early Access games, there is still a debate about whether all developers should take this approach. Game marketing expert Chris Zukowski tried to get an answer using the raw power of numbers.
Rami Ismail shares pitch template to help aspiring game devs avoid red flags and common pitfalls
What is the best way to pitch a game to a publisher? Rami Ismail, experienced developer and renowned games industry ambassador, has been there, done that. Here are some useful tips on presenting your project as a business case.
Rockfish on Everspace 2’s marketing and launch: “We saw very little of the expected sales drop off due to PC Game Pass subscribers”
Everspace 2 has been a huge success for Rockfish Games, with over 300,000 units sold already. We reached out to the studio’s CEO and co-founder Michael Schade to discuss the game’s marketing, Early Access, the importance of demos, and the impact of Game Pass on sales.
How roguelite hockey game Tape to Tape generated $600k by finding right niche and marketing strategy
Indie sports titles rarely find success in the market, but this roguelite hockey game Tape to Tape is a welcome exception. Marketing expert Chris Zukowski has broken down how small studio Excellent Rectangle managed to find a perfect niche.
Discovery issues, or why make indie games at all: Florent Maurin reflects on The Wreck’s commercial failure
We usually hear stories of success, but cases where indie games don’t live up to their devs’ expectations are unfortunately much more common. The Wreck co-creator Florent Maurin has opened up about the game’s commercial failure, also reflecting on the point of making indie games in today’s market.
Nexters on why mobile devs resort to Non-core GamePlay Ads and is it worth it
Non-core gameplay advertising, which doesn’t show users the core gameplay, is a term that carries a lot of negative weight. Nexters head of marketing Anton Yakovlev has explained why the “misleading” trait might be outdated, also detailing what developers should pay attention to when working with such ads.
Any Order funnels vs. Closed funnels: key differences explained by mobile game analytics platform ByteBrew
User funnels are a powerful marketing benchmark. Cameron Hozouri, CEO and co-founder of mobile game analytics platform ByteBrew, has broken down the significant differences between Any Order and Closed funnels.
Why game demos are key to opening two main marketing doors and boosting visibility, explained by Chris Zukowski
Many indie developers are still hesitant to release demos before launching their games. But the reality is that they are the essential tool for increasing visibility on Steam, so it is simply unwise to neglect it.
Why devs should treat Early Access game launch almost like full 1.0 release
Developers sometimes think of Early Access as an opportunity to warm up the audience and complete the game before the release of the 1.0 version. As discoverability expert Simon Carless points out, this mindset usually doesn’t work in practice.
Inside Wild Hearts’ troubled launch: high stakes, poor performance, and EA’s push for $70 AAA price point
Wild Hearts has just launched globally. Although Omega Force’s new game is appealing gameplay-wise, its technical state could ruin the studio’s plans to build a new monster hunting franchise. Let’s take a look at the title’s market potential and what made Electronic Arts bet big on it.
No More Robots plans to add every game to Game Pass to “relieve immense pressure for the devs”
No More Robots founder Mike Rose has shared his thoughts on Game Pass and its positive impact on the game’s commercial performance. He also explained why his publishing company would try to add every title to Microsoft’s subscription service.