A Go To Market (GTM) strategy is a comprehensive plan that outlines how a studio plans to sell its game to players. The old adage applies - fail to prepare, prepare to fail. A good plan is crucial to ensure your game reaches its target audience effectively. This strategy encompasses various elements, including market research, product positioning, marketing tactics, sales channels, and post-launch support. Obviously this is a very complex topic - one that people devote entire careers to. However, here is a very brief overview of a few things to think about.
Key Components
1. Market Research
Understanding the market landscape is the first step in developing a GTM strategy. This involves:
- Identifying Target Audience: Knowing who the potential players are, their demographics, preferences, and gaming habits.
- Analyzing Competitors: Studying similar games to identify strengths, weaknesses, and what made them unique and different.
- Trends and Insights: Keeping an eye on industry trends, player feedback, and what games are launching when that could influence the game’s reception.
2. Product Positioning
Once the market research is complete, the next step is to define how the game will be positioned:
- Unique Selling Proposition (USP): What makes the game stand out? This could be innovative gameplay mechanics, unique art style, or story. You’ve (hopefully) designed your game with some key pillars in mind - these are your USPs.
- Branding: Developing a strong brand identity that resonates with the target audience, including logo design, visual elements, and tone of voice.
3. Marketing Tactics
Effective marketing is essential for generating buzz and attracting players. What you do here largely depends on what your goals are (wish lists, pre-sales, etc.)
Key tactics include:
- Social Media Campaigns: Utilizing platforms like Twitter, Instagram, and TikTok to engage with potential players, share updates, and build a community.
- Influencer Partnerships: Collaborating with gaming influencers and streamers to showcase the game to their audiences.
- Content Marketing: Creating trailers, gameplay videos, and behind-the-scenes content to generate interest and excitement.
- Press Releases and Media Outreach: Engaging with gaming journalists and bloggers to secure coverage and reviews.
- Crowdfunding: Some developers may choose to use platforms like Kickstarter to not only fund the game but also build a community of early supporters.
5. Launch Plan
A well-defined launch plan is vital for a successful game release:
- Pre-Launch Activities: Building anticipation through beta testing, early access, or demo releases.
- Launch Day Strategy: Coordinating marketing efforts, server readiness, and customer support to ensure a smooth launch.
- Post-Launch Support: Planning for ongoing engagement with players through updates, patches, and community events.
Measuring Success
After the game is launched, it’s essential to measure the success of the GTM strategy:
- Sales Metrics: Tracking sales figures, revenue, and market share.
- Player Engagement: Analyzing player retention, active users, and community feedback.
- Marketing ROI: Evaluating the effectiveness of marketing campaigns in terms of reach, engagement, and conversion rates.
Last
If this is new for you, you likely need to find someone with experience in this area. Ask around, there’s likely someone in your network with some experience who would be down to help.