Steam Playtest - Marketing Strategy
Case Study
Goal
- Strengthen brand awareness.
- Publicly announce availability on Steam and increase wishlists.
- Rally players for playtest participation.
- Grow the community and build trust.
- Enhance social media presence.
- Gather valuable player insights.
- Publicly announce availability on Steam and increase wishlists.
- Rally players for playtest participation.
- Grow the community and build trust.
- Enhance social media presence.
- Gather valuable player insights.
Challenges
1. Narrow timeline: Only one week was available to announce the event.
2. Limited budget and resources: Efficient allocation of limited resources was crucial.
3. Investor demand: There was pressure from investors to show measurable success.
2. Limited budget and resources: Efficient allocation of limited resources was crucial.
3. Investor demand: There was pressure from investors to show measurable success.
Strategy
Utilizing insights from past event strategies, surveys, and user research, we aimed to leverage existing communities. To boost engagement, we focused on the well-established Starcraft community and Stormgate's rapidly growing audience.
Collaborating with Agencies
1. OnePR: Managed press releases to maximize media coverage.
2. OffBase: Created and implemented a paid media proposal to ensure visibility.
3. X8C: Engaged in guerilla marketing tactics to create buzz and excitement.
4. iGames/Alienware Arena Partnership: Focused on player growth and engagement through strategic partnerships.
1. OnePR: Managed press releases to maximize media coverage.
2. OffBase: Created and implemented a paid media proposal to ensure visibility.
3. X8C: Engaged in guerilla marketing tactics to create buzz and excitement.
4. iGames/Alienware Arena Partnership: Focused on player growth and engagement through strategic partnerships.
Building a Social Media Strategy
1. Showcasing the “fun” aspect of the game to attract players.
2. Establishing a foundation for social channels with educational content.
3. Producing creative assets to engage audiences visually.
1. Showcasing the “fun” aspect of the game to attract players.
2. Establishing a foundation for social channels with educational content.
3. Producing creative assets to engage audiences visually.
Post-Event Strategy
1. Distributing user surveys to gather feedback and insights.
2. Engaging with the community via the Steam Community Hub.
3. Hosting developer streams to maintain interaction.
1. Distributing user surveys to gather feedback and insights.
2. Engaging with the community via the Steam Community Hub.
3. Hosting developer streams to maintain interaction.
Results
Steam
- Over 10,000 Steam wishlists.
- More than 10,000 registered users.
- Over 5,000 active users engaged with the playtest.
- Over 10,000 Steam wishlists.
- More than 10,000 registered users.
- Over 5,000 active users engaged with the playtest.
TikTok
- 620,000+ views.
- 170,000+ clicks, with a 20% click-through rate (CTR).
- Cost per click (CPC) was $0.01, indicating a highly efficient campaign.
- 620,000+ views.
- 170,000+ clicks, with a 20% click-through rate (CTR).
- Cost per click (CPC) was $0.01, indicating a highly efficient campaign.
X/Twitter
- Engagement rate of 9.6%.
- 5 million impressions and 4 million views.
- Engagement rate of 9.6%.
- 5 million impressions and 4 million views.
YouTube
- The gameplay trailer reached 110,000 unique views.
- Over 140,000 total clicks.
- 2,900 watch hours accumulated over a 7-day period.
- The gameplay trailer reached 110,000 unique views.
- Over 140,000 total clicks.
- 2,900 watch hours accumulated over a 7-day period.
Analysis and Insight
Survey Data
Selective data from user surveys provided valuable insights into player preferences, areas of improvement, and community sentiment.
Selective data from user surveys provided valuable insights into player preferences, areas of improvement, and community sentiment.
Community Feedback
Positive feedback was gathered from comments on various platforms, including Discord and Reddit. This highlighted the excitement and trust the players have in the game.
Positive feedback was gathered from comments on various platforms, including Discord and Reddit. This highlighted the excitement and trust the players have in the game.
Conclusions
The SSG August 2024 Playtest Weekend we successfully met its objectives. The strategic use of community leverage, targeted media efforts, and a robust post-event strategy contributed to these outcomes. Continued engagement and feedback loops will be essential in maintaining the momentum and ensuring sustained community growth.
The SSG August 2024 Playtest Weekend we successfully met its objectives. The strategic use of community leverage, targeted media efforts, and a robust post-event strategy contributed to these outcomes. Continued engagement and feedback loops will be essential in maintaining the momentum and ensuring sustained community growth.