The video game industry is still dominated by AAA properties and publishers, but independent studios are slowly but surely gaining ground. Games like Rocket League and Shovel Knighthave proven to be abundant successes, while others are finding exposure through deals with third-party partners.
The second annual PAX South was held in San Antonio this past weekend, and while major companies were in attendance, the event mainly served as a showcase for up-and-coming development teams and projects, such as Devolver Digital’s Enter the Gungeon and Armature Studios’ Dead Star.
So what can marketers learn from the exposure of “indie” game promotion at these events? It turns out, big companies can still pick up a thing or two.
It’s a great way to talk with consumers
Setting up a booth where anyone can walk up and play your games is a huge asset, compared to having cryptic trailers revealed at events, or behind-closed-doors presentations that only a select few get to see. It’s also an ideal way for an up-and-coming developer to explain the process behind the game’s creation, and you can see the sheer excitement on their face as they describe their vision. Communication is key when it comes to selling any product. With events like PAX South, developers can discuss their products and walk through them, getting more and more people interested. Of course, a social media push helps as well, but sometimes the direct approach is quite effective.
Partnerships can go a long way
Part of Rocket League‘s enormous success is attributed to Sony, which published the game as part of its PlayStation Plus program last year. With the right partners, “indie” developers can get their foot in the door and really give their game a greater amount of exposure.
Devolver Digital has proven to be one of these key partners, publishing games like Not a Hero, Broforce and the upcoming Gungeon. The company recently signed on a new project,Omnibus, a humorous driving game where players guide a careening bus through a series of wild objectives.
But publishers aren’t the only partners “indie” developers can turn to. Twitch was on hand at this weekend’s event, with streaming celebrities greeting fans and taking part in presentations, as well as an ongoing tournament for Ubisoft’s The Division. Developers realize the appeal streaming superstars have, with their huge community outreach, and pairing up with them for game giveaways or promotion is an option that pays off in spades.
The package deal
Finally, distribution of certain game content can go a long way for “indie” publishers. More companies are offering packages that showcase the best of the “indie” gaming world.Indiebox, for example, is a monthly subscription program that features a specific “indie” hit, like Nuclear Throne or Freedom Planet, for players to enjoy. The creators of a project can discuss making their game the focus of such a package.
Indiebox isn’t the only team doing that, either. Loot Crate, a monthly subscription program that features various “geek”-oriented items from the entertainment and gaming world, announced over the weekend that it’s working on its own game-oriented bundle, Loot Gaming, which will launch sometime in the months ahead. It not only intends to offer premium goods from hit franchises, but also digital codes for games and downloadable content later on, which could be a grand opportunity for an “indie” developer to gain exposure.
While some small developers still feel like making and marketing a game can be a tricky business, at least there are more options available when it comes to spreading the world and conveying the sheer excitement over said games. PAX South clearly demonstrated that this weekend, as the heart of “indie” gaming continued to proudly beat.
