"Think of Steam as a supermarket, with your game akin to a can of beans" - Insights for hesitant marketers

What exactly does marketing involve?

This was the starting point for the discussion led by Hannah Flynn, Izzy Jagan, and Lou Jones at Develop Brighton.

During their session titled 'What games marketing actually works in 2024?', the trio delved into various facets of game marketing.

Izzy Jagan, serving as the global PR manager at Square Enix, suggested that the true nature of PR and marketing is elusive because of its broad scope. She emphasized that it is far more imaginative than generally perceived.

Lou Jones, who is a senior campaign manager at Yrs Truly, echoed this sentiment, stating that the role can span from administrative tasks and statistics to moments of pure creative bliss.

"Marketing can be incredibly fulfilling because it involves connecting with people, who are often kind and happy," they expressed. "Any notion that marketing is dull and inaccessible should be left behind. Our focus is always on the people!"

During another segment, the discussion addressed audience members who need to market their game independently, especially those doing it reluctantly.

Consistent messaging

"For developers hesitant about marketing, my key advice would be: I know it's not your favorite task," Jones stated. "Nobody creates a game excitedly thinking about its marketing."

Jones continued, explaining that developers often have grand ideas about marketing strategies, such as spending on influencers or attending events, but may neglect a crucial step: understanding and articulating their game succinctly.

"Without a clear foundation of messaging, all other marketing efforts are likely to be futile," they warned, highlighting the importance of presenting a unified message across different platforms and events.

Jones advised taking the time to sit down with the team, brainstorm on a whiteboard, and distill the core message of the game into a concise statement.

"Can you summarize your game in ten words or less? That clarity is essential," Jones said, suggesting developers have people outside the core team, such as family, play the game to provide fresh perspectives.

Emphasizing that refining this messaging is time-consuming but crucial, Jones stressed, "If this is weak, all other efforts will fall apart." Flynn, marketing manager at Failbetter Games, agreed, noting the importance of gauging how people react to the game once the core message is determined.

"When you present your game at events and repeatedly share your crafted message, you'll notice patterns in audience feedback," Flynn explained. "Incorporating common reactions into your messaging will enhance its effectiveness."

Embrace ego death

Jones also talked about the value of having outsiders play the game during development, highlighting that creators often have rigid, preconceived notions about their game, which can be counterproductive.

"Be open to surprises and creativity," Jones advised. "Allow the game to evolve on its own terms."

Jagan supported this view, noting the emotional challenge of marketing one's own creation. "Marketing something you've made involves a degree of ego death," she noted. "You must set aside personal biases and market in a way that appeals to others."

"This might not align with your ideal vision, due to today's algorithm-driven, short-attention-span environment," Jagan added. She reiterated the importance of understanding and consistently articulating one's creation, as previously mentioned by Jones.

Jagan also recommended creating a 'brand bible' that outlines the rules and guidelines for your studio and project, ensuring consistency in communication.

"It's an effective tool," Jagan emphasized. "While initially daunting and potentially disappointing, it ultimately benefits the end product."

Flynn offered an analogy to simplify messaging: "Think of Steam as a supermarket and your game as a can of beans. People want to know: is it beans? Describe your game as 'This game is a [genre] that will make you feel [emotion].'"

Polish your Steam page

Flynn also stressed the significance of a well-crafted Steam page, comparing storefronts to supermarkets and suggesting developers invest time in optimizing their Steam presence.

"Review your short description to ensure it includes the genre and evokes a feeling," she advised. "If needed, hire a copywriter for clarity." She emphasized the importance of checking tags and using tools like the Tag Wizard.

Flynn encouraged developers to explore more tips on Steam's discoverability by following Valve's YouTube channel, Steamworks Development, and the work of industry experts like Simon Carless and Chris Zukowski.

Our own Academy section also offers a wealth of guides dedicated to Steam, including one on maximizing the potential of your Steam page.

"The first three thumbnails of your game on Steam form a gif displayed elsewhere on Steam," Flynn continued. "Ensure they showcase a single interaction or highlight three distinct, exciting moments from your game."

"Don't worry about spoilers," she advised. "People often forget trailer content. Highlight the best parts in your trailer and on your Steam page. Always lead your Steam page with a gameplay gif to capture attention."