Game Developer Shares Mixed Results of 100 Video Shorts | Is It Worth Your Time?
Edited By
Sarah O'Neil
A solo indie game developer reports mixed results after posting nearly 100 video shorts on YouTube and TikTok to promote their game "Scared by Squares." Despite well-performing videos, wishlists and purchases didn't meet expectations, raising questions about effective marketing strategies in the gaming industry.
Investment in Shorts vs Audience Engagement
After months of creating content, the developer found that
YouTube Shorts generally outperformed TikTok, with solid views and engagement.
However, they were capped around 50,000 views and struggled to convert that into wishlists.
TikTok also offered an initial spike with one video hitting 240,000 views, but without a Steam page set up, it fizzled.
A significant breakthrough occurred after launching a free demo on Steam. A popular gaming channel featured their game, resulting in over 500 new wishlists within days. As the developer said, "One creator with a focused gaming audience did more for my wishlist numbers in a few days than months of me posting my own shorts."
Key Themes from the Community
Feedback from related forums highlights crucial strategies for indie developers looking to maximize their reach:
Targeting the Right Audience
Comments indicate that targeting dedicated communities can yield better results. "Dedicated strategy content creatorsgenerate more wishlists and sales," one commenter noted, emphasizing the importance of niche marketing.
Balancing Original Content with Collaboration
A contributor suggested that while personal content is important, collaboration with established creators can amplify visibility. "A combination of the two is the road most people should go."
Time Management
Many echoed the sentiment that building a channel takes excessive time. One game developer confessed, "I'm just starting out but as you said, not one more visit to my itch page."
Community Sentiment and Insights
The responses reveal a mix of optimism and caution:
Many believe in the power of community-driven marketing.
Others express skepticism over fleeting internet trends.
Suggestions for improvement often include seeking out established YouTubers and streamers rather than solely relying on personal content creation.
"Making your own shorts takes way more time than it seems," the developer warned, underscoring the challenges of indie marketing.
Key Points to Consider:
🚫 Solo shorts may not translate into sales directly.
🌟 Collaborating with established creators can significantly boost wishlists.
⏳ Time spent creating solo content might be better used in networking.
Ultimately, the developer's experience underlines a crucial shift towards collaboration over independent promotion in the gaming world. This evolving strategy can serve as a guide for others in the indie game scene seeking to make an impact.
What Lies Ahead for Indie Game Marketing?
There's a strong chance that indie developers will shift their marketing focus toward collaboration over solo content creation in the coming months. As community feedback suggests, those who partner with established streamers and content creators may see a significant boost in visibility and conversions—experts estimate around a 50% increase in wishlists for games that tap into this strategy. Additionally, the rising popularity of platforms like Steam for demos could drive more developers to prioritize demo releases, further influencing audience engagement metrics. With the gaming landscape evolving, the convergence between community interaction and strategic collaborations might become the primary avenue for success.
Echoes from History: The Rise of the Video Rental Era
Consider the rise of the video rental market in the 1980s and how it reshaped film promotion. Indies initially struggled to find an audience, yet those who partnered with local video stores reaped the benefits of personal recommendations. Similar to today’s indie developers navigating content creation, filmmakers learned that using established networks, rather than relying solely on traditional advertising, could lead to a substantial increase in viewership. This parallel emphasizes how forming meaningful connections in entertainment—be it film or gaming—can turn a solitary venture into a thriving success, reminding us that collaboration may ultimately be the key to standing out.