The “best” advertising strategy is always changing, but some timeless marketing elements remain within your control as a publisher. Since you probably know the basics, here are some overlooked design features that could take your next game to the next level!
#1 Design For Users, Not Playtesters
A common trap publishers fall into is making games too hard or complex, often influenced by the feedback of your most devoted playtesters. Your playtesters have a much higher expertise than newbies that are playing for the first time, so design accordingly. Give players a tutorial, recommend a starting set of cards for the first game, or introduce mechanics over the first few scenarios.
In a recent Crowdfunding Nerds Podcast interview, Caleb Grace,Senior Game Designer of Fantasy Flight Games (see video above), explains how he learned to filter player feedback as the average player is an “amateur” looking for a challenging and “firm but fair” experience. These newbie players make up the majority of your client base, and to ignore their low skill level is likely to cause frustration.
#2 Design Something That Can Be Collected
Some that purchase your game will never play it. Or it may only see play once, or sit on a shelf in shrink wrap for years, despite the buyer’s best intentions.
These games function as the marketing phenomenon known as the collectors item—the simple possession brings joy to its owner every time it catches their eye on the shelf. Publishers can tap into this by marketing their games as gifts, and will often reach buyers outside of the hobby board game space, especially during the holiday shopping season.
See the podcast episode below for more on this topic.
#3 Design With Solo Gamers In Mind
Games with solo-play appeal to one of the fastest-growing areas of demand in the board game space. Solo mode may not ever be played by the person who purchased your game, but the perceived value is greatly increased.
Many veteran buyers of games will not purchase a game if they aren’t confident that they have enough players in their circles willing to swiftly give it a try. Having a solo option removes that fear, giving them a secure backup plan just in case they can’t gather a group’s interest.
Get More Money Making Design Tips
There’s plenty more to explore—from niches to wordsmithing to fun vs. balance—and we dive deeper into it all on the weekly Crowdfunding Nerds Podcast. We’re over 250 episodes deep now, so make sure to subscribe on YouTube here.
If you want a marketing agency that knows games and how to reach your audience, book a call at crowdfundingnerds.com/marketing
