Common Mistakes When Marketing a New Game

There is no doubt that going into the world of gaming is a tough and highly competitive field to get into. There are so many different online games available that you really need to ensure that your marketing is on point to achieve the level of success that you are looking for. Far too many games simply fizzle out before they have really had much of a chance to get going at all. As well as looking at the things that you can do well, it is also worth focusing on some of the common mistakes out there that need to be sidestepped. With this in mind, here are a few common mistakes when marketing a new game.


Not Doing Your Market Research

While the gaming market is generally quite large, it is also a place that is highly segmented. So, this means that you need to do enough market research to work out where you are going to pitch your product against all the rest of them out there. To begin with, you should keep the research fairly general. You can then start to zero in on the exact type of consumer that you expect to enjoy a product, such as the one that you are pitching. Ideally, you are going to be able to show people a version of the game that they are able to sample for themselves. As well as age range, you also need to think about what category of game yours fits under. The people who play casino games such as those found on are often different to those who enjoy role-playing games. If you try to target your audience on a scale that is too general, it is possible that you are going to cast your net entirely too wide.

Failing to Have a Unique Selling Point (USP)

It is often the case that doing your market research properly allows you to come up with your unique selling point (USP). This is often what you will center the majority of your marketing activities on. Of course, many new games have influences from all over the place, but you need to think about how yours stands out from the crowd. Ultimately, you have to also be honest about any similar products that are already on the market that have a big fan base. It is not going to be necessarily easy to be able to fight against them.

Setting the Bar Too High, Too Soon

While there is nothing wrong whatsoever with having a great sense of ambition for your game, if you are too pie in the sky about it, this can lead you to fall well short of your targets. Therefore, it is much better to have a step-by-step approach, which eventually leads to you hitting your long-term goals. A good rule of thumb for when you are setting targets is to make them both measurable and attainable. When you hit a target, this is a fantastic feeling, but also not one to dwell on for too long. Otherwise, you can easily find yourself in a situation where you do not want to get onto the next thing.

Don’t Assume You Will Be an Overnight Success

This piece of advice fits in well with the one discussed in the section above this one. Essentially, you do not want to assume that you are suddenly going to shoot to the top of the rankings with your very first game. In fact, it may well be the case that you are just testing the water. Often, we learn a lot more from the mistakes that are made than the successes that we have. While everything may work well on paper, it is through the actual practical application of bringing a game to market that you realize where you have gone wrong. Alternatively, you may release a game that is destined to be successful, but it does not happen immediately. Having patience is certainly a virtue when you are releasing a game.

Not Having a Social Media Strategy

While there are plenty of core components that are directly involved when it comes to releasing a new game onto the market, social media is one aspect that certainly cannot be overlooked for any reason. This is largely down to the fact that most games have an online component of one type or another – and many gamers are big on social media as well. Of course, you need to make sure that you are using the right platform that is going to target the biggest number of people. For example, those games that tend to go for an older audience may be better on the more established platforms such as Facebook, whereas those who are looking at a younger audience can gain a greater level of success on something like TikTok.

Failing to Process Feedback Well

When anybody plays a game, it is more than likely that they are going to have an opinion of what exactly they think of it. Therefore, you need to be prepared to be able to take feedback and possibly incorporate it into your games. Otherwise, you can easily end up in a situation in which you are making a game for your own purposes rather than for the public at large. Of course, this doesn’t mean that you have to listen to every piece of advice, so it is worth thinking about how experienced the person is who is offering the feedback in the first place.

Marketing a new game involves a highly organized campaign, but as well as focusing on the things you are doing well, you also need to think about the mistakes that are commonly made. These are just a few of the main ones that you should sidestep. This way, you can maximize your chances of success, and you could end up with the next hit game well on your hands to bursts in popularity and builds up a cult status.

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