This may sounds like a business-type thing, but IMO the whole game advertising thing can be seen from a game designer's POV. Imagine you've created a game. As the game designer, how would you like the game to be advertised? How would you like the game's features to be told to people? How would you choose your words carefully and effectively, so people out there will understand perfectly what is it that you've been showering your love and time into? Any opinions on this matter will be appreciated. As I myself am developing a game, so to me this matter is interesting enough.

Most important is a web site with lots of information, screen shots and possibly some you-tube video links.
I've considered buying several independently developed games and the biggest deal breaker is web sites that completely fail to tell me what their games about and why I should buy it.

There was a video of some guy (I dont who) that seemed (I am not a doctor) to give some pretty good advice on this. You want to start advertising before your game is even out, try to build some "buzz/excitement/hype". Then when your game is ready, you want to hit as many indy portals as possible.

First you want to draw attention: scantily clad women playing your game (think of the wii girls), "internet celebrities" endorsing your game (try to evoke in them the "collective identity" of being an "indy" -- by offering them a free game o_O). Also run traditional ads showing your gameplay/cutscenes (as your dont wont style to overtake substance).

You might try releasing a free demo version, so that people can have a flavor. I would suggest making the demo the most polished part of the game (to try and hook them). Personally I have always thought demos shouold contain an interesting scenario, rather than a boring tutorial level, the problem is the person would not have a commanding grasp on the gameplay (which could be dangerous -- too difficult). There should be a link to your site and the option to buy the "real version" (more content/features, etc)

[Edited by - Aiursrage on May 2, 2008 8:07:10 AM]

Does anyone think it is worthwhile to advertise an MMO on TV?

The only instance of TV ads I've ever seen were the Maple Story commercials. It's just that the people watching TV have probably never heard of an MMO before, and probably don't care.

In general, professional game review sites (IGN, gamespot...) tend to be extremely positive. This is a good thing, but if you want to attract the main chunk of hardcore players, a large amount of bloggers and forums need to be supporting the game as well.

Just some thoughts...

WoW had tv ads too. They put celebrities narrating about "their" play experiences. They even had Shatner

Video game advertising is interesting. I think everyone remembers how effective the Gears of War ad was (da da da da ta da, ta da...all around me are familar faces...) and, even though they can get on your nerves, the Wii ads.

If you look at a few game ads on TV, they're sometimes directed to the "casual" gamer types, who don't frequent sites like IGN (take the WoW commercials, and again, the Wii commercials).

I think the best advertising for a game is a great demo. I doubt I would have bought Dawn of War if it wasn't for an amazingly fun demo. The second the opening video started playing, I was sold. The best demos don't take forever to download, contain enough of the basic content to give you the gist of how it works, yet show you how much more is in the full game. The Dawn of War demo included most of the functions in the game, but only one of the four races.

Here's how I would approach advertising my game.

Pre-Release
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1. Website
The first, and arguably most important step is to construct a good website. Make it look sexy, but keep it functional with lots of concept art to start with, some well-written game descriptions, possibly some vague information. Make sure to promote the site all over the place to draw attention. Make sure it's listed on google, post it up on sites such as this. As development progresses add more screenshots, game footage, more information and possibly promotional mini-games.

2. Online Communities
In independent development especially online communities such as this one are extremely useful in generating hype, getting feedback and spreading the word. Post up information about your game in announcement sections, with links to the sites and screenshots. Even recruitment, a necessary step, is a good opportunity to promote your site. Entice people with well-written descriptions in recruitment posts.

3. Trailers
Once your game is at a stage where it works and you can produce sexy looking videos using it, then opportunities abound. Produce a few high-quality trailers and send them around to gaming file sharing sites such as FilePlanet. Make sure to also promote them on communities.

4. Media Connections
This is where networking comes in real handy. I myself have contacts in some of the top gaming magazines and an upcoming game-themed television show in Australia. Outside there I need to work on things. Once you have some good screenshots, some sexy trailers and someone who can put a good spin on things, you should see about approaching the media.

Obviously this doesn't apply so much if you're making "Putt the Penguin" but if you're looking at making a commercial-grade release this kind of attention is what you need. If you can provide a hands-on play session to a couple of media outlets it would also be great. Look for a few top-quality publications in your major target regions. In Australia I would go for PCPowerplay (for PC gaming). Magazines such as PC Gamer or official platform magazines are also good.

You should keep the lines of communication open with these connections, as you may want a re-visit just prior or post release for further interviews.

5. Demo
Producing a demo for the media or for general public release is definitely a good way to produce hype. Major studios approach demos differently these days. They realise that many of their fans will buy their game without playing a demo, so they release a demo a while after the game to attempt to entice those who wouldn't normally buy the game.

However, for independent developers we don't have an established fan-base, so pre-release hype is extremely important. I would definitely produce a demo, focusing on what I believe to be the most entertaining aspects of the game. If possible I would construct a special demo level which would provide a unique play experience without jeopardising the surprises of the released game.

6. Limited Release Public Beta
Releasing a limited number of Betas it generate further demand for your game. Those that get a copy will play the game, and hopefully spread the good word about your achievements. Those that desire a copy but are unsuccessful will hear the good things about your game and hopefully demand will increase. The beta should not be too feature-restricted, but reduce the number of levels/missions/world area.

Betas offer the two-pronged opportunity to test your game more thoroughly and generate hype simultaneously.

7. Television
Shortly prior to release date television promotion may be a good option if you can afford it. The trouble is, of course, the expense of getting your advertisement on television. If I was to create a TV ad, however, I would certain focus on one of two approaches. The first approach is to concentrate on free, happy, good fun. If you game is a light, care-free experience this would be how I would approach it. The second approach would be that of mystery. Show a little of the game, allude to hidden secrets of a dark story line. Make those who see it wonder about what could be going on.

Post-Release
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1. Trailers
Following release I would bombard the internet with a selection of sexy trailers that show off cool elements previously kept hidden.

2. Media
Calling up media outlets after release to promote your game further with interviews may be helpful. This would be best if your game is receiving reasonable reviews from Media outlets. Make them happy by sending them a few pre-release copies a few days early, allowing them extra time to see the good parts of your game.

3. Television
If used I would start shortly before release and continue for some time afterward.

Thanks for the opinions. I hope the mod won't move this thread elsewhere ^^

Since it's really an indie game, I don't have much money to spend on it. Maybe I'll establish a website, possibly with a forum.

Well, other than my own website, where should I advertise the game on the net? What sites are good enough for it?

The game will be a freeware (but I have a currently-secret way to gain money from it ^^ ). But even if it's so, I still need to learn how to draw people's attentions towards it. The game is an RPG, with a fresh concept. It'll have a number of original features. What I want to learn is the effective way for telling/explaining the strength of the game to common people. For example, the game will have a living society with a relatively large number of NPCs doing their day-to-day activities. Every actions in the game will be real-time, even the "talk" and "trade" action, so there won't be a Morrowind-like trade session which put the game world to a halt. Now, I'm sure by now most (if not all) of you can already feel the strength of the game. But on the other hand, common people might not get it so easily. They might not understand easily why they should try a game like that. So I need to learn how to explain it effectively. Any opinions on this matter will be appreciated. And if anyone have any experiences on it, feel free to share it here.

Quote:

Original post by wirya For example, the game will have a living society with a relatively large number of NPCs doing their day-to-day activities. Every actions in the game will be real-time, even the "talk" and "trade" action, so there won't be a Morrowind-like trade session which put the game world to a halt. Now, I'm sure by now most (if not all) of you can already feel the strength of the game. But on the other hand, common people might not get it so easily. They might not understand easily why they should try a game like that. So I need to learn how to explain it effectively. Any opinions on this matter will be appreciated. And if anyone have any experiences on it, feel free to share it here.

This is where you need a good writer.

"Immerse yourself in the rich and vibrant world of 'World X', abuzz with the sounds of everyday life, and bring change to the entire world as you talk, trade and fight your way to victory in a game that stops for no man."

Quote:

Original post by IronWarrior Video game advertising is interesting. I think everyone remembers how effective the Gears of War ad was (da da da da ta da, ta da...all around me are familar faces...)

Michael Andrews - "Mad World" (featuring vocals by Gary Jules), rather than da da da da ta da... ;)