Over a year ago I released my first Android game after a few months of working and posting my progress on wykop.pl with #odzeradogierdevelopera hashtag. with literally no prior knowledge in gamemaking, I've managed to create a simple game which has been positively acclaimed. Now, having gained a lot of experience and with a slightly new vision and approach to mobile gamedev, I'm publishing my fourth game - MiniCab: Animal Express. I'd like to briefly outline the differences I notice regarding my actions and choices. reVoid When I was releasing my first game, I had no marketing knowledge whatsoever. I was driven by the presumption that a good game will sell itself. But nothing could be further from the truth. The truth is, even the best, the most innovative game with poor advertising won't be a success or, what's worse, a well marketed crappy game may be a hit! That's the problem with the mobile games market. Flooding the market with garbage which cunningly imitates popular games or films by using strikingly similar graphics, using keywords (so-called ASO) and so on. A large part of such games are completely unplayable. What's more - they shouldn't even be called games at all, although they hold higher ranking positions than true games simply by misleading those less-aware gamers who are oblivious to such trickeries. Of course, everything is done in accordance with law, because there is no direct copyright infringement. Back to reVoid marketing, which was pretty much non-existent, the only publicity and marketing was achieved through my reports in a form of posts tagged #odzeradogierdevelopera on wykop.pl. The summary post has been upvoted by over 1000 users. That contributed to a high ranking position on the first day after publication in the Play Store and a high download rate, although it has dropped and now the game is downloaded by a few users a week. In total, the game has been downloaded 34,878 times, 20% on the first week, and 60% of the downloads were from Poland. reVoid - total downloads Fly! Fly! A few months after reVoid release I started thinking about a new game. I thought that it'd be cool to make something quickly, try to meet a certain short deadline. I settled on 14 days and after those two weeks under low workload I released a simple game without any marketing coverage. I've only made one post on wykop.pl/mikroblog about the release. How many downloads? A little over 900. The game didn't really catch on. Yes, maybe it wasn't the most remarkable game, but first of all it was pretty much unheard of :) It's important to note that every day app stores are flooded with hundreds of new products; over 500 new apps are added to Play Store each day! That's why it's impossible for a potential gamer to find a desirable game on their own - they need help and that's why marketing is so important. Fly! Fly - total downloads Hools Run After Fly! Fly! it took me quite a long time to bring myself to start another project. I made a few prototypes but none of them were suitable to become a legitimate game. Then wykop.pl user @Oskarek89 suggested that we cooperate on production of a football-themed game. The cooperation was based on the premise that I manage the development and he makes sure that the game sells out, using his fanpage and connections. It was a good decision, because I was able to focus on game making without bothering with the marketing. On the first week, the game has been downloaded 14,000 times and after that it skyrocketed to a high position in the ranking. Though it was downloaded mostly in Poland (86%), it was virtually non-existent in other countries. And that's the next issue: when a game gains popularity on the biggest market - USA - its popularity rapidly spreads throughout other countries through the media. In the case of Poland, everything stays here and, for all intents and purposes, restricting the marketing only to Polish market makes our game unavailable to other markets. In total, Hools Run has been downloaded 25,337 times, 51% of the downloads happened on the first week. Hools Run - total downloads Minicab Animal Express At the beginning it was supposed to be a project similar to Fly! Fly! - a simple pixel-art game about driving a taxi created in no more than 3 weeks. I ended up making it for nearly three months :) It was all because in the course of its production I found that it's not a good idea to release the next game as soon as possible, since no one is chasing me. I realized it'll be better to apply myself, work a little longer and release a game which is much better than every next pixel-art shitty game. I also implemented some changes in terms of marketing. I started to show the game in its various stages of production, not just on wykop.pl, but also on foreign sites, i.e. on reddit or Twitter. The game hasn't gained much popularity on those sites, but with each new post it piqued the interest of several people who praised some of its aspects, asked about the release date and so on. I prepared a presskit with the most important information, screenshots and gameplay, and I sent it to Polish and foreign gaming and Android websites, hoping that they will publish some information about my game in the form of news/reviews. This kind of marketing costs nothing, and can really give a lot. Most of these sites warmly welcome any information about the games directly from their developers - this way presskit news are almost ready, and the journalists who are reportedly always very busy, are very eager to indulge in the opportunity to use any free stuff. Of course, provided that the game is good enough and worthy of publication :) With that in mind, it's important not to be overeager, no one likes spam in their mailbox. The message must be sent once, to a proper address. Some newsrooms have a separate box/forms to contact the developers or specific individuals on tech websites who specialize in gaming.
Comments
While I liked the article, I feel it is missing something: what happened when you did the press kit and contacted various websites?
Yes, I would like to know too :)
Well done! IMHO you have hit a home run.
I often counsel people to drop their 3D MMORPG and do a 2D pac man game. Why? Well it's because they don't know what they don't know. They don't realize that their 3D game isn't even a really small tech demo. It maybe 5% done at most and go no where. Small games like yours get finished and have allowed you to experience the WHOLE process. You have gained skills in all areas and are far more equipped to know what goes into a project and get it shipped. Again well done!
I agree with @Dragonsoulj. It feels like you published the article a little too soon. It might have been better to wait until your efforts with the presskit had time to produce results (or not). Then you would have had some real data to back up your statements in the closing paragraphs before your summary.
Overall a nice job, though you might want to consider not using profanity in a technical article.
wow nice and what engine you used to make all your games?
I use unity engine
Nice engine, i like it but i don't like how you manage the positions (the center is the 0 position)
You got 34,000 downloads on your first mobile game with no marketing?! Wow, nice job. I barely got 200 on my first iOS game and that was only my friends and family. Can you link that summary post you talked about?
Android is a even more flooded market then iOS, I'm curious as to why you had such great success.
I really liked how you outlined the uncomfortable but critical role marketing plays in the whole picture. So many of us just want to create but the reality of trying to get the game out there is about so much more than that.
Nice article and congrats on the year of learning!
Summary of my experience from the first year in mobile gamedev.
While I liked the article, I feel it is missing something: what happened when you did the press kit and contacted various websites?