To survive the indie apocalypse, you need at least 75 thousand euros for marketing

In order for the game to be noticed, at least 75 thousand euros are needed for marketing. This is the conclusion reached by Nick Parker, head of the Parker Consulting consulting agency.

Parker voiced his opinion at Pocket Gamer Connects Helsinki 2016 during the Indieappocalypse session. He noted that there are exceptions to the rule and cited the Firewatch game as an example. The authors of the project, Studio Campo Santo, managed to make the game popular with relatively little marketing spending. But this, according to Parker, is an isolated case. As a rule, serious investments are needed for the game to start selling well.

The main problem faced by developers is competition. Hundreds of new games appear in the App Store and Google Play every day. Supply has long exceeded demand, Parker is sure. Therefore, studios need to budget large sums for the promotion of games. Developers need a business plan from the very beginning. However, most do not have it.

The number of necessary marketing elements, according to Parker, should include a lot of things. This is a website for the game with the latest news, developer blogs and FAQ, project trailers, announcements and reviews on specialized sites, social media accounts and much more. Plus, if the developer himself has no experience in marketing, it is necessary to hire an appropriate specialist.

“It sounds harsh and in the style of large corporations. But, unfortunately, [development] is no longer a hobby, it’s a business,” concluded Parker.

Source: Pocket Gamer