What’s the takeaway here? As is quickly being seen by a lot of people around the globe, “generalized” social media channels like Facebook and Twitter see little benefit from the effort one puts in to grow. More specialized, visual channels however, like Youtube, Twitch, or even Instagram, Snapchat, and dare we say TikTok, are quickly taking over as the go-to places for building community.
Speaking purely anecdotally, I have noticed that the games industry is short on ideas when it comes to marketing and growth. Discord comes up a lot, but you still have to get users into your Discord (by the way, join our Discord). Streaming is the hot new thing, but there is a lot of risk to sift through before you are able to find those one or two streamers who will actually play your game. What I often don’t see talked about is collaborative marketing and cross-promotional deals, and it boggles my mind as to why. If a player is interested in your game because of the genre, topic, or style, it stands to reason that they would be interested in another game that shares some of those traits. In fact, when looking for publishers, developers contact ones with portfolios that have similar products to their own. In my opinion, one of the strongest marketing channels developers need to access is other developers working on similar games – even across digital and tabletop like with the Mondrian games – to help boost their own visibility. If you have things to give away – copies of your game, signed posters, pairs of socks, etc. – contests don’t hurt at all, and running a contest that benefits both developers delivers moderate, positive results.
All things considered, we would do this again, and as a paid campaign. Seeing how far both Lantana and Smart Egg were able to take this contest just on a free Gleam.io account, and the paid version specifically includes features for Steam and Discord, we could see a lot of benefit to upgrading our campaigns in the future.
Many thanks to Smart Egg for approaching us and helping to make this happen. If you haven’t already, make sure to check out Mondrian Blocks on Amazon, and give them a follow. Once again, Happy Birthday Piet, and we can’t wait to cook up something colorfully epic for your 150th!!!