WHEN GAME PRODUCTION MEETS MARKETING

WHEN I WAS INVITED TO BE IN CHARGE OF THE MARKETING OF SUCH AN AMBITIOUS AND CHALLENGING GAME PROJECT LIKE THAT OF SINERGIA STUDIOS, SOMETHING DREW MY
ATTENTION: MARKETING WAS BEING INSERTED IN THE CREATION PROCESS OF A GAME FROM ITS CONCEPTION.

There’s nothing new in a company combining marketing and production in the development process of a product, but, in the case of the game industry, this is action that is typically
characteristic of large international studios. Small studios and Indie producers, especially in Brazil, think about considering marketing after the development or even after the launching, receiving a feedback from the market and from consumers’ behavior too late, as the need for changes/adjustments to the strategy is typical.

The role I’ve been playing from the first day as a member of the team was very clear: working with the production team so we can be as aligned as possible, and therefore, create a product that is totally intended for the user. We believe that this practice will help us better understand the behavior of those who play the game and foresee behaviors, acceptance, rejection, etc. Of course we don’t have a crystal ball and I’m not stating that the game, once launched, will be perfect and a big success. The idea here is to minimize the chances of failure by trying to understand and foresee the behavior of this user, and, most importantly, to be prepared to quickly make the necessary adjustments.

As I prepare our marketing plan, I’ve been working with the basic steps in the creation of any strategy: studying the market, studying the user, assessing competition, defining objectives,
defining the tactics to be used in the downloading of the game, which retention and monetization techniques within the game are the most appropriate, identification of that which could be a
success through the use metrics. However, this work is only the tip of the iceberg, more work is to come after the first minute the game is made available in app stores. Hence the whole follow up of ASO – App Store Optimization. As well as other information for the development, such as which game is being played more often and if we are keeping the user, among others.

I’m very excited to have the chance to share this process with you and will use this channel for this purpose. I would like to share details of the phases that I’ve been going through when creating the strategy, and mainly, I would like to share what’s happening to the game. I hope I can contribute with those who, like myself, work in the Brazilian game industry, and face the difficulty of finding materials and game launching cases in Brazil, and their metrics as a benchmark.

Guilherme Carvalho

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