Why does your game need its own website?
During the game's publishing phase, a developer might face a reasonable question: should they stick to distribution through traditional platforms or utilize multiple promotion channels from the outset? Specialists from Xsolla share why the latter is preferable in their article on our pages.
The second option is suitable for those wanting to maximize potential success upon the game's release. Beyond getting coverage in the media, launching ad campaigns, and creating social media pages, developers should consider launching a full-fledged game website. Many developers underestimate this channel, viewing it as an unnecessary or even outdated addition. However, a game website can offer several not-so-obvious bonuses.
Let's explore how creating a website can aid the publication of your game.
Key Sales and Pre-orders
Considering the standard revenue distribution on major publishing platforms, developers receive 70-75% of the revenue from key sales. A dedicated game website can increase this to 95%. For example, by selling keys through integrated payment interfaces and widgets, players can pay in a convenient way with a 5% commission. Analytics data on conversions (payments) will allow you to fine-tune ad campaigns aimed at an audience ready to buy keys.
Additionally, a website should be used to increase pre-orders. Statistics show that for indie games, pre-orders play a huge role, making up about 30% of the game's revenue in the first year. Encourage players to pre-order exclusively on the site with special discounts or additional game editions to again maximize key sales revenue.
Community Building and Support
Use the game website as a platform for publishing additional informational content. A good starting point is creating a blog with developer diaries, gameplay tips, and interviews. This can drive additional traffic and sales to the site. Alternatively, create a forum where players can discuss your game, and you can gather feedback and engage with them.
Moreover, make the website an exclusive platform: avoid duplicating content from other channels, so players have a real motivation to visit it. In the news feed, inform players about exclusive events and upcoming updates, and create a separate page for game merchandise sales. Offer additional discounts in exchange for purchasing the game through the site. A similar model was used by CD Projekt RED — the Polish studio offered a 30% discount on Cyberpunk 2077 merchandise to those who pre-ordered the game in GOG.
Traffic and Data
Unlike a game store page, a site does not receive ready-made traffic — which complicates promotion but allows for attracting a targeted audience. To attract visitors, you don't have to rely on paid advertising: you can focus on SEO optimization and attracting organic traffic from search engines. This promotion takes more time but has a long-term effect.
Your site with a configured analytics system not only attracts new players but also collects data about its visitors. This gathered data can later be used to adjust advertising campaigns, email newsletters, and game development.
PR
Make your website the primary channel for media communication. Publish trailers, a press kit, and necessary information for influencers interested in collaboration with you. Provide links to media articles already written about you and press contact information to increase the chances of engaging other publications.
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A website is an excellent additional channel for game promotion that requires little effort. Developers should consider using site builders that allow for quick site creation without coding knowledge. For instance, Xsolla Site Builder is designed specifically for game developers: with Steam parsing, developers can import data from a game's Steam page to a site and then fully customize it with a unique design.
The ready page can be hosted on your domain or Xsolla's DDOS-protected hosting. Furthermore, to enhance efficiency and reach new markets, the site supports third-party analytics and a platform for rapid localization.
For a 5% commission on future game revenues, developers gain access not only to the "Site Builder" but also to other company products. Some of which can be integrated into the site — for example, embedding a payment interface that enables selling products directly from the site, accepting payment in any way convenient for the player.
