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2:00pm
Lou Jones YRS TRULY2:00pm - 2:45pmRoom 4Own Your Niche: Find Your Fans with Audience Insight
Tuesday 9th July2:00pm - 2:45pmRoom 4Wondering if a Fortnite streamer will enjoy your indie roguelike turn-based medieval-inspired RPG? Probably not.
Good news: not every game will benefit from hitting the widest possible audience. Sometimes, your game or your budget means you have to go specific – often, it's a much better strategy than throwing content creators against the wall and seeing which one sticks (sorry, creators!).
Social media fuels algorithmic niches, making it easier for you to saturate a specific online space. In this talk, I'll show you how to focus on niche communities instead of raising broad awareness, creating true fans in the process.
Session Takeaway
- You'll have a greater understanding of audience research, including best research tools.
- You'll know the pros and cons of targeting smaller but better-connected gaming communities.
- You'll gain practical insight into how to execute niche marketing campaigns.
3:00pm
Frank Tamburin ReadyAimFire3:00pm - 3:45pmRoom 3Anatomy of a Trailer: The Secrets to Successful Video Marketing
Tuesday 9th July3:00pm - 3:45pmRoom 3Who needs video marketing? Only anyone who’s making a game and wants people to play it!
In this session, we’ll consider what makes a great games trailer – and how you can create a strong video marketing campaign with the resources readily at your disposal.
A filmmaker and former Creative Director of a global games marketing agency, Frank has created award-winning trailers and campaigns for IPs like: Total War, Metro, CSR2, Horizon Zero Dawn, Guild Wars, Resident Evil, Pro Evolution Soccer, and more.
Using real-world examples from trailers and campaigns he’s worked on, Frank will demonstrate for indie devs and industry professionals alike some of the tips and tools he’s learned to create compelling video marketing for games.
The aim is for attendees to leave the talk with a solid basis in what constitutes good video marketing; how to best create impactful content; and how to make the most of your pre-existing activities, contacts, and audience to make your video marketing successful.
Session Takeaway
• Finding your hook (how your game’s USP must provide the spine for your campaign)
• Compelling narrative structure (the craft of trailer storytelling)
• Who not how (harnessing the power of your network)
• Engagement, engagement, engagement (smart social = trailer success)
4:00pm
Natasha Evette Firefly Studios4:00pm - 4:45pmRoom 3TikTok for Discoverability: Content Do’s and Don’ts
Tuesday 9th July4:00pm - 4:45pmRoom 3TikTok has somehow gotten itself the reputation as the 'scary' app that we, as devs, would prefer not to deal with. However, TikTok is an ever growing social media behemoth that we can no longer skirt around in video game marketing and brand discoverability. Whether you're an indie dev trying to figure it out on your own or a marketer with a team beside you, this talk is designed to show you just how simple and approachable (and dare I say…fun?) TikTok can be. I've made an easy to follow list of the things you need to be doing when creating your content, and some things that you may want to avoid in order to get the most out of TikTok as a marketing and community tool.
Session Takeaway
- How to get the most out of TikTok as a marketing tool
- How to make the right kind of content for TikTok and what kind to avoid
- What tools you’ll need to create professional looking TikTok content
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12:00pm
Hannah Flynn Failbetter GamesHannah Rutherford Independent CreatorMat Alcock Visually Impaired Content Creator and Accessibility Consultant12:00pm - 12:45pmRoom 2Content Creators Meet Indies with Games to Launch
Wednesday 10th July12:00pm - 12:45pmRoom 2How do you find and engage the best content creators for your game in 2024?
It's long established that working with content creators is one of the most impactful ways to promote your indie game. But as an indie dev, you may not have the knowledge, time or resources to get to grips with the whole streaming scene and put your game in the right people’s hands.
How do you find the best people to approach for your particular game? How can you package what you’ve got to make it really streamable and exciting to them? What challenges are streamers facing that you might not know about? What kinds of campaigns are there that might work for a game like yours? And what can you do if you have absolutely no marketing budget?
Seasoned creators Hannah Rutherford aka Lomadia and Shaz Shanghari will join Hannah Flynn of Failbetter Games for a panel discussion touching on all of the current best practices for working with streamers and content creators.
Session Takeaway
- How to approach streamers to work on your launch
- Different types of campaign beyond 'please play my game'!
- Best practice for game features that make streamers' lives easy
3:00pm
Russ Clarke Payload Studios3:00pm - 3:45pmRoom 4Cracking Early Access – From Design to Development – Lessons From the Front Line
Wednesday 10th July3:00pm - 3:45pmRoom 4Do Early Access the right way. Is Early Access right for you? How finished should your game be? How will it impact your games development and future roadmap? How will anyone ever find you?
Russ Clarke CEO and Co-Founder of Payload Studios will answer these questions and many more in this session aimed at studios looking to launch a game into Early Access on Steam.
London-based Payload Studios is launching TerraTech Worlds into Early Access, coming off the back of a top-ten Steam Next Fest performance (#9 out of 1100 demos ranked by followers gained) and building on the legacy of TerraTech, an Early Access success which still sells strongly and maintains a keen community in its 10th year since launch.
Community driven development is in Payload Studios’ DNA and this approach has allowed the studio to sustainably grow to 50+ developers, attract investment and continue to grow its player base and revenue. Clarke will explain why Early Access is a mindset and a methodology which starts long before launch.
Topics:
- What is community driven development and is it right for you?
- Managing community feedback – how do you strike the right balance
- The risk and reward of a detailed public roadmap
- Managing hyper engaged players and what happens if something needs to change
- How to establish your credentials and build momentum as you approach EA
- Using Discord and closed playtests to engage your community
- Steam Next Fest, building wish lists & working with content creators
- What next – the development roadmap after Early Access
Session Takeaway
- How to decide if Early Access is right for your game and studio
- How to embed a true community driven development model
- How to prepare for Early Access to give your game the greatest chance of success
- What next – the development roadmap post Early Access
5:00pm
Liz Cheng-Moore Playstack5:00pm - 5:45pmRoom 4Dissecting the Marketing Magic Behind Balatro’s Successful Launch
Wednesday 10th July5:00pm - 5:45pmRoom 4Join Playstack for an insight-packed session delving into the pre-launch marketing strategy that propelled Balatro to commercial success and widely reviewed with critical acclaim.
As an experienced publisher, Playstack understands the importance of working in partnership with developers to execute an impactful launch that gives a game the greatest possible chance for success. In this talk, we’ll unravel the marketing strategies and tactics that led to Balatro becoming the fastest-selling title in our portfolio, doubling its Steam wishlist numbers in the month leading up to release.
By dissecting the anatomy of the successful launch of Balatro, attendees will gain practical insights and actionable strategies to enhance their own marketing efforts. Whether you're a seasoned publisher or an aspiring developer, join us as we unlock the secrets behind a triumphant game launch.
Session Takeaway
- Explore exactly how to utilise influencer marketing to grow your community before launching your game
- Learn critical strategies to increase your Steam wishlisting and conversions
- Discover how to analyse your marketing data and optimise your campaigns for success
- Hear the challenges and learnings from a real-life case study from the launch of Balatro, Playstack’s fastest-selling game to date
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11:15am
Izzy Jagan Square EnixTaya Beleanina Etch PlayHannah Flynn Failbetter Games11:15am - 12:00pmRoom 1What Games Marketing Actually Works in 2024?
Thursday 11th July11:15am - 12:00pmRoom 1Led by experienced marketers from various marketing disciplines in games, this panel discussion is a chance for us to come together and discuss the state of play for discoverability and other marketing matters. We’ll be debating the challenges facing us in 2024, and how they can be overcome, to create an effective online presence for your games.
- Working with creators: when to pay for coverage
- Which social networks are still worth investing in?
- The challenge of multitasking as a marketer
- The job landscape for games marketers
- Creating an effective online presence for games
Whether you work in games marketing currently, or are just interested in it, you’ll be welcome as we reflect on the state of the industry, with regards to PR, social media, and more.
Host: Taya Beleanina, Etch Play
Session Takeaway
- A holistic sense of how the wider marketing industry is reacting to the latest industry trends
- How to create truly effective touchpoints online for greater discoverability
- Advice from peers about specific challenges facing games marketing departments and marketers in 2024
2:00pm
Patricia Toledo Playsense2:00pm - 2:45pmRoom 1Game On: Navigating Crisis with Creative Video Game Marketing Strategies
Thursday 11th July2:00pm - 2:45pmRoom 1In this talk, Patty Toledo will dive into the unique world of video game marketing during times of crisis. Discover how to craft compelling marketing campaigns that captivate gamers' hearts and minds, even when the going gets tough and budgets are limited. Patty Toledo will explore innovative approaches to storytelling, community engagement, and digital experiences that can help your game stand out in a saturated market. Learn how to leverage social media, influencer partnerships, and immersive events to build anticipation and loyalty, all while thinking outside the box and maintaining sensitivity to the challenges your audience faces. This presentation will provide game marketers with the insights and inspiration needed to adapt and thrive, turning crisis situations into opportunities for growth and connection.
Session Takeaway
- Adaptability is Key: Emphasis on the importance of being flexible and creative with marketing strategies, especially during crises.
- Community and Storytelling Drive Engagement: Highlight how building a strong community and using compelling storytelling can significantly enhance loyalty and interest in your game.
- Leverage Digital Innovations and Influencer Partnerships: Stress the effectiveness of digital experiences and influencer collaborations in extending the reach and impact of marketing campaigns.
