One of the biggest challenges facing game developers today is how to get your game on people's radar in such a competitive marketplace. The Discoverability track will focus on helping you do just that - finding and attracting the right audience, nurturing your community and building good relationships with media, streamers and other influencers. Hear case studies, top tips and practical advice from the people behind some of the most successful games around.
For many companies, community management means little more than marketing-led social media activity. London-based independent, Payload Studios, decided from the word go to make community engagement a fundamental pillar of its development method: releasing super-early, with full transparency of the internal roadmap, learning from players at every stage and steering the game accordingly. This resulted in a game which - six years after initial release - continues to see stronger commercial results, and ever-higher player ratings, year on year.
In this session, Russ Clarke, co-founder and CEO of Payload Studios, developers of the physics sandbox build-em-up TerraTech, explains how, though it may seem scary at first, a community-led development approach can reduce risk, build loyalty and keep your game healthy and growing. Delegates will also learn how this approach ultimately helped Payload Studios secure an investment deal from leading internet and technology group, Tencent, to fund future growth.
TikTok has gone from a niche app for lip-syncing teens to one of the most popular social media platforms. While it's growth has been fuelled by the pandemic, it is still unstoppable, especially amongst Gen Z – the generation that finds gaming more culturally relevant than music or film. While it can be incredibly effective, it's not necessarily an easy network to crack, and brands who have done it well have had to adjust their social strategy. During the talk, YRS TRULY's MJ Widomska will take you through the dos and don'ts of TikTok – for both paid and organic – and present a few case studies that show how diverse success can be on TikTok, including YRS TRULY's award-winning TikTok campaign for Dungeons & Dragons.
Studios spend much of their time and money marketing their games and the projects that they’re working on, which makes a lot of sense. At the end of the day the games bring in the money! But few studios spend time explaining who they are, what their culture is like, and why people should want to work for them. For too long studio cultures have been opaque, hidden behind secret projects and NDAs and unfortunately, for some studios, this has allowed toxic environments to fester. In her role at Brand Communications Manager at Rebellion, Abbie spends her work hours building the brand of Rebellion beyond just the games they make. Talking about your studio and your culture is more important than ever. It’s not just important for hiring and attracting talent. It can be vital for third-party studios and service providers to attract business, reassure partners, and gain that brand recognition in a positive light with gamers and game developers alike. In this talk Abbie will explain her vision for what studio branding and marketing should look like in the future. She will explain how you can start talking about your studio beyond the games that you make. How this will allow you to outline what is important to you as a company, why participating in the games industry as a whole is vital, and how this will attract new business, and build your brand identity within the games industry – when it’s done right.
A practical session that demonstrates how to build the communication milestones required for a successful launch.
Noise is good but momentum is better. The session looks at successful ways to get attention and then manage that interest to retain and drive momentum in the run up to launch.
Kat is discussing how to use Urchin Tracking Modules (UTM's) to effectively measure paid marketing outside of the mobile ecosystem. With the new Steam UTM analytics now in public beta, we investigate how all studios, from tiny indie's to huge AAA publishers can use UTM tracking. From working out more accurate estimates for CPA to calculating, Kat runs through the basics, the setup and how to effectively measure and benchmark results for fantastic improvements on accuracy & ROI.
All too often, indie game developers spend months and years developing projects in game genres that have a poor track record of sales. Having an awareness of the market context is vital, and Cassia Curran will break down in easy-to-understand steps the basics of how to calculate, analyze and evaluate the dynamics of the market that you plan to develop for. Indies who learn this skill-set will find that the insights it leads to can help them develop robust game design and business decisions.
"We need a new website"... "We need to be on TikTok"... "We need to make dev diaries for YouTube"... "We need to do a weekly live stream"...
Marketing a game, let alone creating it in the first place, is exhausting. What if, and hear me out a minute, what if we... didn't do all that stuff?
How might we promote our game whilst maximising the return on time spent and playing to our best strengths? Dan has been asking this very question and has some ideas and approaches to help you decide where to best place your marketing efforts. We will explore the many different channels, approaches and resources available, we'll interrogate what has worked for others and explore how we can discern what options are best for each of us.
I’ve been to every single Develop in the last 12 years. One thing you get here is networking - you will meet the most amazing individuals in the video games industry.
There really is a huge mix of people at Develop - loads of peers that you can learn from and the perfect blend of every element of game development as well.
Building games is hard and it’s taxing physically, mentally and emotionally. So being around a community that understands that is great – there’s a comraderie here.
By coming to Develop what you get is the opportunity to network like you can’t in any other situation. Everyone knows everyone and it’s such a wonderful community feel.
Develop always gets put in the diary. There are many reasons to be here, not just the talks, but the networking, people exchanging ideas about where the industry is right now and where it’s going to. It’s pretty essential to be here I think.
Ian Livingstone, CBE
I absolutely love coming to Develop, it’s a brilliant, brilliant conference – you just know you’re guaranteed to meet everyone.
Jo Twist, OBE
Develop is a really great way to network, it’s also great for going to talks and finding that little tip that you didn’t know before and thinking – oh I’ll bring that back to the team!
A lot of the opportunities that come from being here are speaking to other developers who are doing exactly the same thing as you. And there are some good parties – it’s very much a pleasurable work experience!
It’s really nice to see some of the younger people in our studio come to Develop, interact with other people in the dev community and make new contacts. I think it’s really important to learn from other people.
There’s really something for everyone at Develop and the experience of being around like-minded people is really useful.
There are many ways you can be part of Develop:Brighton - including taking a booth in the Expo or choosing one of the many sponsorship opporunities during the event or at the Star Awards.Contact us now!