Game Conf. 2024
Doing Marketing Despite Having a Publisher?
2nd October, 17:20H – 18:00H
As part of the Game Cup, with its final phase taking place in Angoulême on October 2, 2024, the Pôle Image Magelis organized a one-day conference, the Game Conf, bringing together key figures in the video game industry to discuss the structural challenges facing the sector.
The program for this professional event featured inspiring talks led by renowned speakers, along with networking opportunities to foster exchanges and shared experiences. Among these talks, the session titled « Doing Marketing Despite Having a Publisher? » brought together three experts Emi Lefévre, Creative Director at Planet Toast, Tomas Sala, Indie Developer of The Falconeer, and Olivier Bruno, Associate Producer at Darjeeling to discuss the challenges and strategies of handling game marketing when working with a publisher.
Key Insights from the Discussion:
Building and Maintaining an Audience :
Tomas Sala emphasized that even with a publisher, developers must establish their own relationship with their audience. He compared it to authors maintaining a fan base through multiple books. The idea is to create a lasting bond with the audience, which ensures long-term engagement beyond any one game release.
2. Balancing Publisher and Developer Roles :
Emi Lefévre highlighted the struggle for small teams to manage marketing on top of game development. While larger companies may have resources to handle their own marketing, smaller studios often cannot afford to take on such a demanding task. Emi advised developers to realistically assess their capabilities and let publishers handle most marketing if they lack the resources.
3. Control and Ownership Over Marketing :
Sala stressed the importance of having some control over the marketing narrative. Developers should ensure that their brand and game’s voice are represented authentically, even if the publisher handles promotion. This not only protects the game’s artistic integrity but also helps establish a clear identity for the studio itself.
4. Challenges of Social Media and Community Management :
Emi discussed the taxing nature of social media management, which can be overwhelming for a creative team focused on game development. Though it allowed her team to build a recognizable brand, she warned that it can drain time and energy that could be better spent on the game itself.
5. Contract Clarity and Role Definition :
Olivier Bruno stressed the importance of contract clarity, especially when it comes to marketing responsibilities. Unclear expectations between publishers and developers can lead to confusion, strained relationships, and even project delays. He recommended clearly defining roles and responsibilities in contracts to avoid such issues.
6. Handling Online Moderation :
Moderation was another key topic. They explained how inadequate moderation planning can lead to significant problems and advised including clear moderation strategies when setting up community spaces. The 3 speakers agreed on the necessity of recruiting a dedicated person who has the expertise and the skills to manage marketing online while they focus on the game itself.
7. Dealing with Virality and Crisis :
The speakers also discussed the unforeseen consequences of going viral. Sala shared his personal experience of facing unwarranted attention from trolls when his game became unexpectedly popular. This highlighted the need for developers to prepare for rapid attention, both positive and negative, and to establish measures to protect themselves and their teams.
Conclusion:
The discussion concluded that while publishers play a critical role in marketing, developers must still maintain some control over their branding and communication strategies. Clear contracts, strong relationships with publishers, and thoughtful community management are crucial for a smooth marketing process. Each panelist offered a unique perspective on the balance between creative freedom and the practical demands of promoting a game.
Rédigé par Sarah B., M2 DYM