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Partnering with Similar Audiences

So a few months ago I ordered some stickers from Shutterfly. In case you’re unaware on who they are, they’re a typical photo print site where you can upload photos and get it printed on about anything.

Anyway, they were having a sale so I said sure and tried them out. The package was a flat cardboard envelope.

I opened up the package and there was my stickers in a sheet. They’re not too bad quality, but I wouldn’t recommend them unless they’re over 50% off (cheaper to get stickers elsewhere).

However, something else was included in my package…

A wine voucher with my stickers? It’s more likely that you think. At first I thought this was some weird cross-promotion, but the more I thought about it the more it made sense to me…

Think about your audience

Shutterfly was clearly incentivising its customers to buy more. At this stage in the marketing funnel I’m clearly a customer- I’ve bought something from them and have received my product. But why wine?

My best guess is because of their target audience- who likes ordering custom photo gifts and wine? That’s right, women in their 30-50s. And uh, the occasional 22 year old college grad, minus the wine part.

Shutterfly’s homepage.

In most of their example images, the models are women of varying ages; some of the photos show families, but most are of women.

While wine clearly isn’t a gendered product, Naked Wines is most likely expanding their awareness by partnering with a company that has a similar audience.

Partnering with others

The biggest takeaway I have for this is two things:

  1. Know your audience
  2. Don’t be afraid to work & partner with groups with similar audiences

While the Shutterfly example is more of a company getting adspace with another company’s audience, you can partner with other groups to cross promote. Sharing each others’ games, boosting them all, etc.

With games it’s safe to say that if a player likes RPGs, they’re not going to play one and then abandon the genre altogether- they’re going to look for more RPGs. Consider teaming up with creators for similar games!

The easiest way for us game devs to partner together is to share each others games- retweet posts or make new posts sharing each others games. Another way is to participate in bundles and collections with other devs. Although I’ve yet to try it, you could go more personalized with collaborative events.

To summarize:

  • RT / share posts
  • Participate in bundles / collections
  • Host collaborative events

At the very least, get out there and talk to others who are making games with a similar audience to yours!


I like to learn from example, so I thought this quick post would be an interesting read to at least somebody. Feel free to tell me what you think on Twitter or in my marketing channel on Discord!

Articles

Game Development Checklist

Often when developing games we find ourselves in a bubble of development. We trick ourselves into thinking things are set in stone when they aren’t. We start believing that we have to do things a certain way. Everyone does it eventually. So I created a series of questions to ask yourself while in different stages of development. Did I miss any important ones? Send them to me on Twitter or Discord!

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4 Things to do Right Now to Kickstart Your New Game Dev Twitter/Instagram

Thought I’d make a quick post this week on a list of things you can do right now to kickstart your brand new social media account. I got the inspiration for this when someone in Devtalk+ was asking me for advice on their game dev / art Twitter that they hadn’t used for years so they were looking for a fresh start.

This guide is primarily for game dev and art accounts. However, other types of accounts can take some ideas and implement them as well. If you find any of these helpful or something I missed, please let me know!

Before we start… decide what your account will focus on. Will it be for your studio? Or promoting your graphic design to game devs? Or sharing your art to the world? This will make it much easier moving forward.

Note: for personal accounts (such as my own) they can have multiple aspects but can have 1 primary focus. For my personal account, I’ll RT fanart from anime and games I like and post about my chihuahua Leroy, but the primary focus is game development ideas and philosophies (i.e. not sharing my game dev progress but rather talking about game dev concepts like marketing).

Continue reading “4 Things to do Right Now to Kickstart Your New Game Dev Twitter/Instagram”
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0 to 100 Instagram Followers Speedrun

It started when my friend (who requests to be unnamed) posted this in my marketing channel.

This friend has about 1k followers on their main art Instagram. One day they decided to make a new side account and just posted old art to it with good tags. Over the course of around 15 hours, they went from 0 to 20 followers.

As a marketer (but an artist first and foremost) this intrigued me. At this time I was only on Instagram with my company’s account (@CrystalGameWorks), but I didn’t fully understand it. However, this made me want to try something…

I’ve been drawing for, come November, an entire decade. I have a lot of art finished. Sure, a lot of it isn’t great, but there’s a fair amount of pieces from the past few years that are serviceable. While some of the pieces might not look great to me, someone else might think it looks fine. So, I started digging them up and created a challenge for myself.

On May 6th, I decided to create an art Instagram for myself and upload once or twice every day until my birthday, May 30th, or until I reached 100 followers. How quickly could a new account reach 100 followers? What’s the best ways to increase engagement? How do you get people to even notice you? These questions and more will be, er, somewhat answered…

Click page 2 to continue!

Articles

Boys Love Media Survey Results

A few months ago foleso and I were sitting around as usual trying to answer the 2930809384 questions we have about marketing and target audience and whatnot. We were talking about boys love / yaoi media—namely, who the target audience for all ages games were. Most of the boys love games we see are 18+, while both of us would rather make all ages games.

As marketers, we come up with assumptions and then try to prove them wrong. Marketing ≠ advertising. Marketing is about trying to find who can benefit from your product/service and how to better build it for them. We had a lot of assumptions about yaoi fans and what they enjoy, so the only next step was to test those. I started a survey.

Some terms, before we get started:

  • Yaoi: a term in ENG fandoms typically to mean boy x boy gay content, though not used often in JP fandoms
  • Boys love (BL): a term meant for boy x boy gay content
  • Boy x boy (BxB): two gay guys. Guys who like each other romantically. Don’t know how else to phrase this.
  • Male/male or Men loving men (MLM): this doesn’t mean multi-level marketing scheme. It’s basically the same as BxB except some people use this term to refer to character who are older.

As I mentioned before, foleso and I are both fans of boys love media, but we know our tastes don’t represent the majority. Our assumptions at the beginning were:

  • People who use the term “yaoi” want 18+ content and are typically younger
  • People who use the term “boys love” are fans who have liked BL content for years, are more into gay content in general, and are typically older
  • A majority of BL fans want fandom content and got into BL media through fandom
  • A majority of BL fans identify as women

The survey we conducted ended with 222 responses and was posted on Discord, Twitter, Amino, deviantArt, Facebook, and more. We asked people to share it around, especially other BL game developers, since our reach is only so big.

Click page 2 to get started! (Warning: very long)