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.
How do we build marketing campaigns that forge real connections with our audiences? The intersection of strong company foundations, a consistent strategy and an empathetic approach is when marketing truly makes magic. Knowing the core of who you are as a brand and what you stand for is more important than ever. As our industry and society evolves (sometimes more quickly than we can keep up!) there is a constant pressure to be "relevant", especially when the space can feel increasingly volatile. But through strong, honest bonds with audiences, businesses can future-proof themselves from disaster. In her role as Marketing Manager, Justine Colla spends her time growing the brand of Atomhawk beyond the artwork her supergroup team create working in partnership with top AAA clients. Being the keyholder of a brand can be a daunting responsibility, but it is also an opportunity to reach out to people's lives in a positive way. Justine will take you through a few key marketing campaigns at Atomhawk that were able to not only fulfil a business need, but grew trust with multiple key audiences. This talk is perfect for marketing professionals, community managers and studio directors who are looking to build authentic relationships with their business audiences.
Let’s begin with a bold claim: TikTok is the most exciting discoverability platform available for games right now. Brief vine-like explosions of creativity blended with a user-centred approach have transformed TikTok from a dancing teen machine into the most downloaded app worldwide, with organic reach potential far beyond the likes of YouTube and Twitter. Anyone can go viral, doing anything. It’s no wonder that so many indie developers are joining the platform in the hopes that their game will be the next to go big. As the resident Gen-Z team member of indie publishing & promotion company Future Friends Games, Grace Curtis has had a front row seat in this promotional cambrian explosion. In this talk, she’ll share what she’s learned - both from the accounts that reached 9 million people organically in a single post, and the ones that struggle to break 100 views. Which games are a good suit for the platform? Do I really need to learn all these dances? How do I edit on a tiny screen? Using the classic internet formula of a numbered list, Grace will talk through the 10 lessons she’s learned during her first year as a creator and advisor for indie developers on TikTok.
I’d like to leave the audience with three main impressions:
Bringing perspectives from across indie, AAA and everything inbetween, Hannah, Stevie and Abbie will discuss the strategies which have helped them form and grow successful, contented communities. We’ll look at the values behind communities, how to enact them in your rules, and how to maintain a welcoming atmosphere as your community reaches maturity.
Without spending a marketing cent, The Wagadu Chronicle went viral and gathered a respectable following on social media which eventually led to a successful Kickstarter. Twin Drums' founder Allan will speak to provide tips and share stories on on how he got there.
An entertaining and informative talk for developers and publishers from someone with plenty of experience of releasing games on Steam. James will cover what he considers to be the ten most important things to consider when releasing a game, including: • Getting the coming soon page right • Convincing people to add you to their wishlist • Correct and relevant tagging • Post-launch support And plenty more – you’ll need to come to the talk to get the full list! James will cover the entire release process, from the early steps of getting your game a Steam page through to building hype, launching, and then maintaining momentum with strong post-launch support. As Director Of Digital Strategy at Curve Games, James Gourlay has helped launch many games over the years and learned invaluable lessons that are guaranteed to make your life easier and your game more successful!
Take a practical deep dive into the marketing creative processes of Focus Entertainment, one of Europe’s leading video game publishers and developers. From determining the communication pillars of your game to creating key assets, learn how to take into account the competitive landscape to give your game the light it deserves. The presentation will include practical examples from released multi-million selling titles and upcoming titles such as Plague Tale: Requiem, World War Z, Evil West, Snowrunner and Vampyr.
In 2020 and 2021 an online-only version of the Guildford Games Festival took place. The event was featured on the front page of Steam, bringing in several million visitors and resulting in greatly increased sales and wishlists for all participating games. What logistical challenges are there in creating a cross-publisher event? What impact did the featuring have? All of this will be uncovered in the talk, with stats galore to feast your discoverability-focused eyes on.
It’s no longer enough to simply send a few codes to journalists to have your new game seen by the public. Okay, arguably it never was. But now, more than ever before, making the most of all platforms available to you is essential for any game’s marketing - and when it comes to social media, and liaising with media outlets, channels and influencers who work across its nebulous landscape, knowing exactly what’s needed to help someone else make your game shine is a must.
This talk will open up the world of games and games-adjacent content on social media through the lens of GAMINGbible’s output, analysis and strategy, and beyond - into a wider conversation on how today’s social media landscape necessitates more consideration than simply having a new CGI trailer ready for distribution. It will dig into some dos and don’ts of how to approach creators and outlets who are publishing to Facebook, Instagram and TikTok with as much of a focus, if not more, as traditional websites. It will highlight the benefits of letting go of control and letting someone else make your game shine in front of the audience they know best.
At the end of the session, publishers, PRs and studio representatives alike should have a clearer picture of what works best on which platform; how to prepare assets for those platforms; and perhaps most crucially of all, why an outlet still might not pick up and package what you’ve provided them with.
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If you really want to have a good interface with the British game developer community then this is the place to come.
I really like Develop, I really like the intimacy of it and I love the location.. there’s a good diversity of talks going on so there hasn’t been a time when there’s nothing I want to see.
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!
Develop is an excellent way of catching up with people – there’s a really nice community feel here.
Mike Bithell Games
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!
Develop is a very important place – it’s one of the few developer focussed conferences we have in Europe and that makes it very valuable.
Develop:Brighton is especially unique - it’s by the seaside and there’s a lovely relaxed tone that goes with that.The talks are cool, the networking is cool and having the opportunity to catch up with people – that’s always the excitement for me!
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.
There’s something creative about Brighton, so it’s the perfect place to have the conference.
It’s fantastic to have such an event that provides this opportunity for all the game devs, indie devs and other organisations to get together to showcase what they do, meet and interact.
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