Marketing workshop at the Digital Dragons Accelerator with Martyna Neumann-Baranowska

Participation in the Digital Dragons Acceleration programme creates unique opportunities for the development of game projects. During one of the last online meetings, participants took part in a marketing workshop. Take a look at a short report from the first day of classes dedicated to game marketing and how it differs between platforms.?

How to create a marketing strategy for your game??

Martyna has presented good marketing practices that could be helpful when creating a marketing strategy and promoting your game. The most important thing, no matter if you are creating a mobile game or a PC/console game, is trying to find your Unique Selling Point (USP).??

Then you should focus on your competitors and have a good look at what and how they are marketing to define your benchmarks. Remember you can learn from somebody else’s mistakes - pay attention to reviews and scores of your competitors’ games. You can also check Discord channels of other games to find out their communities’ expectations. No less important should be defining the audience for your game. Try to do it as accurately as possible – there is a number of canvas that can help you do that.??

While you consider which strategy to use, think of the genre of your game, targeted KPIs, LTV, CPU and other metrics to make sure your game will be making money. What are the most common mistakes in marketing creations? For example: not testing the creatives, not adding new ones, not localizing them and not optimizing the text.?

What's the main difference between marketing on various platforms???

Martyna says marketing of mobile games is usually happening more in the long term. That is how it differs from marketing on Steam, where promotional activities often focus on the period before and during a game's release.?

When creating your marketing strategy, think about community management as well, building relationships with the press, and possibly working with influencers. Most important: always listen to your players’ feedback.??

Knowing your strengths and weaknesses??

At the end of the workshop, each participant has prepared a SWOT analysis of their current project. Every studio had a chance to not only receive feedback from Martyna, but also to look at other studios’ perspective, ask them questions and think about opportunities and threats they haven’t thought about before in regards to their own games.??

Do you want to know more about Digital Dragons Accelerator or join the next edition? Check DD Accelerator website. Applications for the programme are accepted until May 23rd.