Mastering Game Marketing: Embracing the 'No One Cares' Mindset

In the competitive world of indie game development, Thomas Reisnecker, co-founder of Future Friends Games, shares invaluable insights on how to make your game stand out by embracing a seemingly counterintuitive mindset: 'No one cares about your game'. This mantra, far from being discouraging, can actually fuel a more effective marketing strategy, ensuring your game captures the attention and hearts of potential players. Let's dive into the key takeaways from his enlightening talk on game marketing and PR strategies for indie developers.

The Avengers Problem

The 'Avengers problem' highlights a critical misunderstanding in game marketing. Most developers inadvertently model their marketing strategies after blockbuster successes like The Avengers, God of War, or The Last of Us. These campaigns can afford to build hype over time through teasers and trailers because they already have a massive, engaged audience. Indie games, on the other hand, don't have this luxury. To capture attention, indie developers must stand out immediately, delivering their message quickly and effectively, akin to trying to make a new friend in a crowded music festival.

Adopting the 'No One Cares' Mindset

On a Micro Level

Get to the Point Quick

• The importance of front-loading your marketing assets to immediately convey your game's unique selling points cannot be overstated. Whether it's through a trailer, a Reddit post, or a TikTok video, making an impact in the first few seconds is crucial.

Make Things Work for Newcomers

• Constantly introduce your game as if to someone who has never heard of it before. This approach ensures you're not just preaching to the converted but expanding your audience.

Think of the Environment

• Understand the context in which your marketing materials will be consumed. Most people might be watching your trailer or reading your email while multi-tasking, so clarity and immediate visual appeal are key.

Know Your Next Step

• Every piece of communication should have a clear call-to-action, guiding the audience towards the next step, whether that's wishlisting your game, following your social media, or watching a gameplay video.

On a Macro Level

Show Your Game - A Lot

• Repeated exposure is vital. Don't assume everyone knows your game after a few marketing pushes. New audiences are always out there, waiting to discover your game.

Rinse and Repeat

• Reuse, recycle, and adapt your marketing assets across various platforms and over time to reach as many potential players as possible.

Embrace the Chaos and Adapt

• Be prepared to pivot your strategy based on what works. If a particular type of content goes viral, lean into it. If a demo unexpectedly gains traction, promote it further.

Understand and Prioritize Your Multipliers

• Recognize which marketing channels offer the highest potential reach and engagement for your game. While social media, press outreach, and influencer marketing are important, the most significant multiplier is often your game's store page.

Conclusion

By embracing the 'no one cares' mindset, indie game developers can shift their marketing approach from trying to emulate blockbuster hype to creating immediate, impactful connections with potential players. This strategy requires creativity, adaptability, and a relentless focus on what makes your game unique. Remember, the goal isn't to convince the world to care about your game from the outset, but to capture attention and build interest through smart, targeted marketing efforts.

For more insights and detailed examples from Thomas Reisnecker's talk, check out the original video here.