Wooga talked about how to properly promote a mobile game before release

Hidden’s PR campaign, aimed at a casual audience, should take 3-4 months,” Stefano Sandri said during his speech at White Nights 2015.

The advertising campaign of Agent Alice, a game by German developers in the genre of “I’m looking for”, took about that much. According to Stefano, this allowed the developers to build up a solid audience even before the release of the game.

The advertising campaign itself was divided into four stages. Its logic was partly borrowed from Microsoft, which, before the announcement and the immediate release of console products, has been “teasing” players for a long time, publishing all new details about the project far from immediately.

The first stage is packaging, that is, the packaging of the project, the preparation, conditionally, of those things on which the advertising of the game will be built. This is an icon, work on the presentation style, work on deciding what to focus on when advertising, as well as preparing videos that will be published in the future.

After that, the next stage begins – teasing. Actually, work is already beginning here on creating a gaming community through the regular release of new details about the project. Social networks are great for this. At this stage, it is important to catch up with the atmosphere with new details, but the teaser should not say anything about what the game will be, only give hints.

The third stage — buzz — is essentially the disclosure of those “secrets” that were raised in the second stage: the publication of a full-fledged trailer, details about the project, about the heroine, interviews with large publications. All this allowed Wooga to collect 124 thousand fans of Facebook subscribers and a total of 161 thousand views of the game clips by the time of release.

The last stage is the actual launch of the project. Before the latter, Stefano notes, developers should not weaken the advertising campaign, on the contrary, publish more and more details about the project.

In total, about 2-3 people worked on the media support of the game in Wooga.