Contribution Colour-Coding Key
Aysa / Camilla / Combined
Marketing Platforms
The marketing for User_Unknown will mostly be done through various social media platforms. Considering the project’s low budget and small development team, this approach will allow us to potentially reach a large number of people without having to fork out significant time and money. Marketing through social media will also allow us to engage directly with our target market, both age and demographic.
One of the core aspects of the game revolves around the digital world and having an online presence. Using social media as marketing naturally aligns itself with the main themes of the games concept. Our marketing strategy content will focus on sharing visually striking images, current progress of the games mechanics and environments. Putting a big focus on the game’s unique and striking visual style will naturally draw in our desired customer base. If desired, one thing we have considered is also buying ads on these social platforms. This will allow us to reach a wider audience without having to rely on natural engagement. Without paid advertisement, the reach of our posts would become a gamble. This also relies on us building a budget to fund this endeavor.
TikTok
Tiktok is undoubtedly one of the most influential social media platforms of the past few years. With its short video format typically paired with music playing, it isn’t difficult to understand what types of videos have the potential to ‘blow up’ on this platform.
Specific Aspects of This Platform
- 2 Billion Global Users
- Curated Algorithm
- Short Video Format
Our posts on Tiktok will adopt the platform’s typical style of posts, focusing on the short video format. Our team has decided that Tiktok will be one of the most effective marketing platforms for our game, mostly due to the amount of users and its algorithm. Its algorithm is designed to show users videos they might be interested in, depending on the hashtags and style of the post. This allowes us to more easily reach our target market without them having to search for our game, making it come up naturally on their ‘for you page’. This short video format is also very well suited to our smaller development team, as these posts will take minimal effort.
The style of posts on our Tiktok will be a mix of funny, satire videos, alongside other content showing the vibrant visuals of the game. Although it will take a lighter approach, we will make sure that it doesn’t dumb down or remove the severity of our games content, to not accidentally attract too young of an audience. We may also include videos that we have narrated over to provide a B-T-S of the development process. This is a common and very effective approach to advertising on Tiktok. Many small indie games have risen to popularity on this platform and we hope that User_Unknown will be the next game to experience this.
We have made a TikTok account and we are planning to begin our marketing on this platform as it matches our target demographic’s age.
Twitch
Twitch is a social media platform with a format focused on live streaming. Considering that the core theme of our game revolves around live streaming, marketing on this platform may be a great way to directly engage with people who would be interested in the narrative of our game. We would live stream our processes and developmental sessions. However due to the size of our development team, maintaining consistent live streams is just not applicable. This approach would be difficult for our team and the longer video form may come across as boring.
Specific Aspects of This Platform
- 240 Million Monthly Users
- Fits The Theme Of Our Game
- Live Stream Format
Our main method of advertising on Twitch would be through its paid ads. These ads include shorter videos that play before the user enters the live stream, as well as image advertisements that show on the users screens. This approach allows us to advertise on a platform that is very relevant to our game without having the workload of consistently live streaming. Paid advertisements also ensure promotion of our game will reach a certain number of people. However, Twitch limits its pay outs to streamers that have a higher concurrent viewer count, meaning we wouldn’t make much from going down this route.
There is potential for more variation of social media platforms if our scope expands, Instagram is a main example of that. Similarly to Tiktok, Instagram has a short video format namely known as ‘Reels’. This would allow us to recycle and repurpose content from our Tiktok page across to a new platform, allowing us to reach even more new users without upping our workload.
Specific Aspects of This Platform
- Short Video Format
- Static Images
- 3 Billion Users
Instagram also has a strong presence of static images presented in a carousel format, which would be relatively easy to develop. Simply sharing screenshots of our games development and concept art may be an effective way to use this site. Allowing our team to capture user interest on a new platform and creating a strong visual and online identity of our game.
Kickstarter
If our social media presence is successful, we will create a Kickstarter for the game and promote it on these platforms. Kickstarter is a funding platform that allows users to invest money into a project they are passionate about and want to see finished. Kickstarter would be a great way for us to gain more funds for the game to reinvest into advertising and its overall development. But because of the nature of the site, it isn’t exactly a social media page that people typically scroll through, hence why we would advertise this elsewhere and have it in the bio of our other social media accounts.
LinkTree
We will create a LinkTree to make one platform to showcase all of our social medias and make it convenient for the consumer to browse our projects platforms. This will in turn create more engagement on our posts on all our platforms and will also increase the opportunity of a viewer encountering our Kickstarter and hopefully donating.
Critical Analysis
Free Unadvertised Posts
Paid Advertised Posts
