For an indie dev with a small team, it can be overwhelming to think of everything that goes into successfully launching a game -- from actually building something unique and fun to picking the right art style. By the time you get close to launch and have to think about how to market the game, it can seem like a herculean task. Should you have an advertising strategy? Should you work with influencers and, if so, where do you start? How do you manage and grow a community on social media? By the time you’ve wound up in the Twitch wormhole of doom, you’ve probably already created an account, but have no idea what to do next. It's easy, right? Just stream some stuff... On paper, Twitch looks like just another social account. But it's really a different planet in comparison to Twitter and Facebook and requires significantly more time and resources to really do it right. So TL;DR, if you don’t have the time, resources, and most importantly PASSION to run it and stick to

If you’re looking to paid advertising to grow your user base, you probably already know that it’s getting harder and harder to engage users with standard ad formats. Look around and you’ll notice that new ad types keep popping up, and while during the last few years the market has continued to move toward video ads, this year we’ve seen the growth of playable and game-simulation ads to be the most innovative ad type yet. Admittedly, we’ve tested a lot of different ads, and we’re here to proclaim that if you’ve not tried playable ads as part of your UA creative tool set, you may be missing out on some big growth opportunities. Playable ads create an entirely new ad experience built around the player -- an ad that doesn’t feel like an ad and is actually welcomed by users. Here are a few advantages of playables that we like from our experience: Natural User Experience: It’s a great way to allow users to experience the game before installing an app.

At Kongregate we have the privilege of working with a wide variety of game developers, many of whom are enthusiastic to open up their game pitches with an x-statement. X-statements attempt to summarize a game succinctly using two subjects, often referencing other video games, mechanics, art styles, or popular media. Very often they look like this: “My game is Crossy Road meets Mad Max.” “What if Towerfall had Dark Souls-style sword combat?” “I’m working on a game that is Cooking Mama meets Elite Beat Agents.” Developers view x-statements as a thesis to a game pitch. Well-crafted x-statements can evoke both a sense of gameplay and market positioning, transporting a reader to really understand where your game is going. Likewise, a poorly crafted x-statement can be damaging, setting the wrong tone and ultimately damaging the concept or creating confusion around what is being created. As a publisher, x-statements give us a glimpse into the mind of game developers. An x-statement says a lot about how game developers think they should be marketing a game to their audience. It shows succinct

So, you want to get YouTubers and Twitch streamers playing your game, but aren’t sure where to start? First off, you should ask yourself if your game is YouTube-able. Think you’ve got that covered and want to get started, but aren’t sure if you should get an agency or try reaching out to influencers directly? Then you’re in the right place. Knowing whether to go Direct or through an Agency is a big question and depending on your situation, there might not be a clear-cut answer. So here are some of my tips for knowing what’s best for your situation. 1 vs. 100: Are My Emails Falling into a Black Hole? You’re on a shoestring budget, but want to get your game out there? That’s not a problem, but be prepared to invest a lot of hours into outreach and relationship-building. First things first, influencers hate spammers. Don’t pull a list of 5,000 influencer email addresses off the internet and send them a mass email. YouTube and Twitch are very tight

Jeff Gurian, Kongregate's VP of Marketing and Ad Monetization, recently did a podcast with Appmasters, a mobile marketing agency specializing in growth hacking for independent developers. Jeff talks with Appmasters founder Steve Young about a wide range of topics including how to effectively market a mobile game, ad monetization tips, the rigorous marketability testing Kongregate performs, and what Kongregate looks for in both games and developers they publish titles with. The full Appmasters podcast can be found here.

Should trade shows be included in your marketing mix? Is it worth the cost? There is not an easy answer, as there are a lot of considerations to weigh. In this post we will examine some of the core “rules” we’ve identified when considering attending a trade show. We will focus primarily on business to consumer (B2C) shows such as PAX. Kongregate has taken part in PAX East in 2014 & 2016 and the GameStop Expo for 6 years, which is their version of PAX (GameStop is Kongregate’s parent company). Based on our experience, here are some of the key elements to be aware of when considering a trade show presence: Audience The audience is highly targeted & valuable. You will only reach a fraction of the total show attendees. There is no question that the right trade shows can attract a highly targeted audience. Find out what companies have attended in the past, looking for those that align with your customers. Are these companies going back year after year? If they were “one and done” then maybe

Have you been working tirelessly on your game towards a global launch, but haven’t thought about how you’re going to market it? If not, then now is the time to start thinking about that imperative marketing plan. In the past few years, the mobile games market has become increasingly saturated -- making the barrier to entry and chances for failure higher, as people are inundated with new games every day. What this means is, marketing your mobile game will be even more crucial than ever to its growth and visibility in the marketplace. So to get you started, here are some tips on how to create, implement, and evaluate an effective marketing strategy. While every game is different, these basic steps provide a great starting point to determine if your game is a candidate for scaled marketing. Build a Marketing Roadmap Start by creating a marketing plan to keep you focused and involved in accomplishing specific marketing objectives within a set time frame. A timeline will help make your long-term objective more achievable, as well as enable you