X - Statements - Are simple 1 liners used to succinctly summarise a game to industry, consumers and to internal colleagues to ensure everybody understands what it is they are doing and to make sure they are doing it properly. Every game and product should have an
X - Statement. It should relate to key facts of the games, crystallizing your selling points and greatest moments. Associate something familiar with something different to make it both relatable and intriguing to consumers. You can use anything from this but using general famous things is the easiest path to a good X - Statement.
Here is an example of a game called 'Building Have Feelings Too', with it's core Pillars which can be made into X - Statements, try and be creative with your X - Statements without overselling it.
Finding These Key Things - Using a positioning chart like this, using Axis that relate closely to your game, can help you much better help you decide where your theme lies and how best to market it to an audience.
Audiences - Audiences are the main group of people influencing the design and development processes of your game and these audiences are conveniently categorised into groups based on why they are motivated to play your game in the first place, here are these groups.
Reward Chasers - Players who play for the sense of in-game reward through things such as XP, Currency and Cosmetics and as such are very common types of players you'd see on the mobile gaming market.
Personal Achievement - Doing this solely for yourself and the feeling that comes with it, such as beating that one final boss your friends always dare you to challenge.
Achievements In Game - Also referred to as completionists, trophy hunters that want to get every goal possible and do everything possible, if there's a quest to go on they've done it.
Cognitive Players - Those who enjoy playing puzzle games, these players usually tend to be an older demographic.
Emotional Immersion - Playing for the story, the characters and the plot of a game. usually still appreciates good core gameplay to supplement the flow of the story too.
Creative/Explorative Players - Creative players want to take the world and make it their own and very much appreciate sandbox games.
Independant Players - Players who appreciate a good campaign mode in which once beaten can say to themselves that this is done because I did it.
Affiliation - Players very different from independent ones because they are all about multiplayer, teamwork, and the community aspects of the videogames they enjoy.
Status + Rank - These players can definitely be seen as your stereotyped 'core gamer' who dives heavily into the competitive side of a videogame.
Not every group here is as universal or common as one another so that means you might end up arguing to a more niche and small group in return for a better community and a stronger consistent fellowship of fans for example.
Motivations + Operating Systems and Demographics create these 9 player segments, based of a study.
Category Enthusiasts - 7%
These players are the most engaged of all and they love to consume games of all types and genres. They have lots of motivations to play games and will play the ones that answer a multitude of motivations - things like GTA or the very best examples of genres. These gamers are so strong willed and informed that they are almost impossible to market to.
'Not' a gamer gamers - 17%
Don't consider themselves gamers but play games to provide a feeling of accomplishment during short bursts of 'me time'. Gameplay needs to be immediate and simple and these gamers are loyal, staying faithful to one or tow games for months on end. Unlikely to invest in games as family, friends and work are a higher priority.
Improvers/Problem Solvers - 20%
These people seek continual mental improvement, they want to feel sharp. They enjoy friendly competition (with people they know) and see games as a way of enriching their lives, as educational tools. They like playing card or board games with friends and so games and concepts that feel familiar from that world work well here.
Prize Finders - 9%
Only motivated by prizes, real or virtual. Rewards far outweigh progression or challenge. They want simple games with lots of rewards. For example, lots of coins, frequent chances to win, habitual gamers.
Imaginators - 9%
This audience want the ability to create their own world, and make their visions become real. They need to express their values, personalities and unique style through games. They demand freedom of choice and fine tuning their vision. Through games they find control, freedom and creativity. They are very interested in the culture of games and they celebrate freedom of choice in games.
Storytellers - 9%
This group wants to create and experience vivid stories in a game. They like stories and value narrative over all other elements in a game. They want to control the fate of a character and want to become absorbed in a world. They know and respect as an art form and will devote many hours to exploring new worlds or living as a character they find compelling. They respect games as an art form and usually play alone but see themselves as part of the wider community.
Party People - 7%
These players use games as a tool to bond. They love games, and see them as a tool to interact with others, friends or family. They are interested in technology, but see it as a way to form meaningful relationships with people. They embrace the unpredictability in the challenge that real people deliver in multiplayer games. They like to teach others how to play and enjoy cooperative play as much as competitive. Loves: Fitting in and peer approval, making new friends, being in a team.
Score Chasers - 13%
Uber-competitive types who want to dominate the competition, eliminate all enemies and gain prestige amongst other players. They want to win. Story is not important and bragging rights are much more significant amongst people they know. They are not into cheating and want to win through their own skill. Bragging rights are very important and this consumer generally likes to play with friends and family, either locally or online.
Strategy Kings - 9%
This audience is all about strategy. They take pride in being smart and leading others to victory so that they can also win. They are huge gamers and have a wide knowledge of the market, will often play across multiple platforms. They reinforce their own selves by being smart in games and constantly learning new strategies. They care less about playing with friends or family, they will play with anyone as long as it helps them win. These players are often pretty obsessed by gaming, it is one of if not the main leisure activity they enjoy.
Assets - Your main marketing assets are Key-Art, Descriptions, Trailers and GIFs.
Your Key-Art is the most important piece of art your team will ever make, it's the first thing consumers will see when they walk into stores, look the game up online ETC, and as such should tell a mini story of it's own.
Your trailers should be as engaging and jaw-dropping as possible and only the best snippets of these should be used and GIFs in other areas of marketing such as small TV adverts.
Your descriptions are your most important pitches, directly to the player and a big key event in whether you'll make a sale or not, these should be very engaging for the player.
Comments