Streamlining Rules Will Help Marketing Games

By Cameron Hills

Source:  New ESRB rules take a cue from Hollywood.  By Frank Cifaldi March 12, 2013.

            Marketing is a genie.  It is a magical field more art than science.  What do consumers want?  Will they like my game?  Methods of driving consumers to your new game are a prime focus of your marketing department (or you if you are an indie developer.)  Anything that makes this process more effective is welcome.

            The ability to cross-promote games is important.  Nothing is more cost effective in promoting anything than word-of-mouth advertising.  Good reviews from friends powerfully drive new consumers.  Bad mouthing can kill an otherwise excellent game.  How you navigate this dangerous ground will determine your success in building and selling games.

            There is a whole argument about selling Mature games to a Non-mature audience.  I remember in my teens that I was certain I had a better sense of what I was ready for than anyone else.  Many years later, I still feel the same way.  Frankly, the ability to evaluate something new, whether a game, movie, book or anything else we come upon is a hallmark of a truly mature personality.  The ability to hit the stop button is a powerful tool in your sense of self.

            Developers and publishers now have the responsibility to use this new marketing power responsibility so we don’t lose the rights to get our games in front of a larger audience.  Only you have the power to demo responsibly.