Which Game Categories Media Love to Share
Traditional media has lost its importance among most mobile developers. If faced with minimal resources, working on newer options like niche communities, YouTube reviews, and Google or Apple App Store functions can look like better uses of time (and resources).
However, some mobile games can still enjoy strong returns from the standard press. The question is: when is it a great idea to bet on getting media coverage? While there’s no sure response, pattern-matching against current successes can offer a good indication.
Chartboos worked out a list of press-friendly game types with Ico Partners who is establishing a tool to track Public Relations throughout the world of games. Below are the 6 categories they identified.
1. Games with a build-in gaming audience
The most significant press hit for mobile games in 2012 was Fallout Shelter, a game that completely exploited its relation to a popular PC/console game.
Fallout Shelter broke records with virtually 600 game press short articles in a single day on its launch announcement – the largest spike ever accomplished by a mobile game. Part of developer Bethesda’s technique involved positioning the announcement on a slow news day, understanding that the traditional games press would be searching for material.
2. Games with pop culture or celeb branding
Many developers do not have a game franchise with 18 years of history to make use of. But they can replicate franchise power with star or brand tie-ins, as Glu Mobile did with Kim Kardashian: Hollywood. Many developers are picking this path, with games like Demi Lovato: Course to Popularity, Disney’s Descendants and even Miranda Sings vs Haters taking advantage of star brand name power.
Just like the previous , the name branding alone is enough to pique the interest of numerous journalists. But understand that lots of branding workouts are more effective on social media than with journalism, as demonstrated when Despicable Me was revealed on the same day as Fallout Shelter. “Fallout was on one side and Minions on the other. Minions had less than 100 articles, compared with the 600 for Fallout Shelter,” states Bidaux.
3. Games with a business tie-in
Key in a simple Google search like “Clash of Clans makes billions” and you’ll find hundreds of short articles by prominent outlets reporting on the game’s profits– without discussing much about the game at all. Activision Blizzard’s acquisition of King in 2012 triggered endless short articles saying that mobile games couldn’t perhaps be worth the cost.
For smaller fish, it’s a terrific press hook to say that your wacky game has actually passed some threshold of downloads, whether that’s 10,000 or 10 million. In lots of methods, it’s like mobile is a business story more than looking at the game. Once you have some success, journalists, authors and reporters talk more about you than exactly what the game has to do with.
4. Games with special visuals
There is no charming beauty … without some strangeness in the percentage. This is a fact that game journalists have an instinctual understanding of, producing numerous posts about beautiful-but-strange games like Monument Valley.
Public Relations push helps to provide the title a legacy, instead of all of it being over within weeks. For indie developers, finding a visual hook is one of the most viable paths to press love. A few screenshots or short video may be sufficient to ignite a writer’s interest. For the conventional game media, [visuals are] something they understand.
5. Games with developer cred
Those developers who cultivate a strong market presence may have the ability to use appeal amongst their peers to reach a broader audience.
Seattle-based studio Spry Fox as a fine example of this. Founders David Edery and Daniel Cook were well known in the development community prior to beginning their company, and have actually used their connections to get the word out about their games, including Alpha Bear.
6. Games that are unusual
Finally, there is a kind of mobile game Public Relations success that can be summarized in one word: odd. Games like Goat Simulator, Neko Atsume and, yes, Flappy Bird create torrents of press because, well, the story pretty much composes itself.
Flappy Bird is the archetypal example of this . The game itself is virtually insultingly basic. Its developer, Nguyễn Hà Đông, lives in far-off Hanoi, Vietnam. The game was an unexpected viral hit– then just as suddenly killed by Đông. All in all, Flappy Bird created an ideal storm of head-scratching truths.
We may never ever see a game as “weird” as Flappy Bird again, however indies still discover a little its magic on a regular basis. Neko Atsume, for example, is a rather inscrutable game about drawing in stray cats. And in Goat Simulator, you simply butt things. This oddness goes a long way: Goat Simulator out-competed significant business franchises like Angry Birds Stella and Lara Croft for its mobile launch.
If your game does not fit any of the above categories, never fear. It’s still much better to have a concentrated PR technique that targets these media outlets than none at all.
UA business, publishers, ad business, investors, middleware companies, and even Apple itself use our websites daily for research study on what’s brand-new and interesting. A former App Store editor mentioned that the story we cover or the app we pick is what that gets featured every weekly on tech magazines like TechCrunch, TouchArcade and Mashable.