Big Boy Marketing
After some quick research online (this article was stellar – really in-depth discussion along with pros and cons), we soon realized that burst campaigns were likely not for us… or other enterprising, bootstrapped indie game developers like us. Why? They’re expensive! If you consider an average cost per install (CPI) of $1.43 (Source: Fiksu Index for July 2015), to acquire 25,000 users we’d be paying over $35,000. That’s more than our budget to produce our first game. So what’s an indie mobile game developer to do?
- Website: Done.
- Blog: Done.
- Social Media Presence: We’re currently on Facebook and Twitter and will be on Youtube once we develop a trailer.
- Newsletter: Done, but needs to be promoted and developed.
- Game Landing Page: Once we have the game more fleshed out, we’ll create a dedicated landing page and start testing how to increase conversion rates.
- Trailer: We’ll need to work on a trailer to get people excited about our game. Easier said than done.
- Demo: As we get closer to release, we’ll need to provide demos for potential players and press to download and try our game.
- Press Kit: We’ll also put together a press kit with images and info about us and our game. Highly considering using presskit().
- Keyword Research and App Store Optimization (ASO): Research is still in its initial phases.
- Get Reviewed: We started compiling a list of publications that we’d like to be covered in. As we get closer to launch, we’ll begin reaching out to these contacts in the hopes of getting some press.
- Soft Launch: This was another practice that came out of the Pocket Gamer Connects conference that seemed pretty logical from a user acquisition perspective. The idea is to launch your game in a test market (e.g. Australia, New Zealand, Canada, Netherlands, Sweden) for several weeks to better understand and prepare for your official launch on the American App Store. Seems like it’s worth a try.