More on marketing of indie console titles

Gamasutra has a postmortem up of the XBLA beat-match-3 title Go Go Break Steady.

Of note is the last point they make on their 'what went wrong' list.

5. Marketing XBLA games as an indie.

What is hype? We completely underestimated the marketing effort required for a successful XBLA title. One of the most attractive reasons for us to develop for XBLA was that we wouldn't need a publisher or major marketing, as the game would always be available online and would be able to garner enough sales for us to make up our investment.

This might have been true when we first started developing for XBLA, as there were then fewer than 10 titles available. We, on the other hand, were the 150th title on XBLA, and we were released alongside a very popular remake of a classic arcade game. Going into our release, we had next to no hype and much to our chagrin very little post-release hype.

Researching this more, we realized that this seems to be the bane of all indie developers. Although we found someone to help us with the PR work close to the release date, in retrospect it would have been prudent to show more of the game earlier so consumers would at least recognize the name when they see it on XBLA.

As I've been saying for some time, this is the real challenge for downloadable titles. Both Braid and Castle Crashers are great examples of devs creating their own buzz.

Indie devs can't count on XBLA, PSN, Steam, or any other digital distribution service to do the full marketing effort for their titles. Doing so would be the equivalent of EA counting on EB Games doing the marketing for Madden. The storefront plays a role, but there has to be anticipation built for the title over time, etc. Viewed differently, if you do well, the storefront will bolster your effort. If you don't do well, they'll forget about you quick.

A wave of original XBLA content

Looks like the XBLA team has been queuing up a wave of original titles for a burst of July/August goodness. Given some of the flak XBLA has taken over the past year (over everything from changes in royalty structure to mediocre content), it's nice to see all this original content coming out, and I hope and expect some of it will fare really well both in terms of sales and critical review.

A few of the recent and upcoming titles:

Go Go Break Steady

OK, it's not faring so well sales-wise, and suffers from meta-critic averaging of what seems like polarization of it's reception. Still, I bought it and am rather enjoying it. I'm generally not a fan of beat-match games on a controller, but this one's ok. Plus, the mix of genre with match-3 is unique, and the theming and music are sweet.

Geowars: Retro Evolved 2

XBLA's monster hit, second in sales only to Uno (an aptly named game), it'll be interesting if the game (debuting at $10) can be the must-have that it's predecesor was.

When I worked at MS, there was a photoshop job someone had done (or downloaded?) that was hanging up in the hallway, entitled "missing GeoWars features" and it showed the player ship in a mucho-crowded scene, with a speech bubble captioned "Where the F*** is Co-op?!?" or something along those lines. See above screenshot. That is all.

Braid

Finally! Braid's slated to release the week after Geowars 2, and it's been a long time coming. I first played it at the IGF (when? 3 years ago?) where it *hurt my brain*. So when I joined MS's XBLA bizdev team, Jon was the first person I approached about getting his title on XBLA. I'm glad to have played a part, and I really hope the Xbox customers have a thirst for such an original brain-bending platformer.

Also coming:

Castle Crashers (go go The Behemoth!), and Galaga Legions (which promises to be a complete remake of the original in the same way Pac Man CE was; a game I play almost every day). Also looks like N+'s add-on pack of 200 levels boosted sales of the game. Go Indies!

Go Go Break Steady trailer

The latest trailer for upcoming XBLA title Go Go Break Steady is looking awesome.



A peer of mine signed this title while I worked there, and it has been under development for a LONG time. I haven't seen many XBLA titles go through this much iteration (except maybe Braid, the game I'm most looking forward to), and change so much during that process. Last I played it, it was a beatmatch game with a kind of match-3 twist to it, and was cool then. I can only assume it's gotten even better. Really looking forward to it.

Almost makes up for stuff like Frogger 2, doesn't it? ;-)