From Unknown Title to Viral Game: 12 Growth Lessons From Spellbreak | Summary and Q&A

TL;DR

Use platforms like Imager, Reddit, YouTube, and Discord to gain pre-alpha sign-ups for a new IP from an unknown studio.

Key Insights

• 😨 No one cares about your game, so it's crucial to make them care through strategic marketing and engagement efforts.
• 🙃 Utilize high-upside channels like Imager and Reddit to generate viral interest and reach a broader audience.
• 🏛️ Authenticity and consistent content creation are essential to building and maintaining engagement.
• ✊ Leverage platforms like Discord for direct community engagement and tap into the power of user-generated content, such as memes.
• 🤵 Create exclusive roles and rooms for testers to enhance their sense of belonging and engagement.
• 🎮 Encourage players to share their gameplay highlights and leverage their content to promote the game.
• 💗 Moderation and community management become crucial as the community grows, requiring dedicated resources and volunteer moderators.

Transcript

what i'm going to be talking to all you guys about today is basically um how we used imager reddit youtube and discord to gain pre-alpha sign-ups for a new ip from an unknown studio i think a lot of the folks that are watching this are probably coming in a similar situation to where we were with proletariat where we wanted to build a new ip but als... Read More

Questions & Answers

Q: How did the speaker generate interest and sign-ups for their pre-alpha test?

The speaker used platforms like Imager, Reddit, YouTube, and Discord to generate interest, sharing development blogs and gameplay clips. They focused on high-upside channels that could generate viral interest without needing a large existing customer base.

Q: How did the speaker maintain engagement and build a community during the pre-alpha stage?

The speaker encouraged players to join Discord and engage with the game through playtests, voice chats, and shared content. They created exclusive roles and rooms for testers, fostering a sense of belonging and enabling direct engagement with the developers.

Q: How did the speaker handle content sharing during the pre-alpha stage when the game was under NDA?

The speaker implemented a simple NDA check mark during the sign-up process and relied on the community to self-regulate content sharing. They threatened to ban those who violated the NDA but did not need to take any significant action. Controlled content sharing helped create a sense of exclusivity and increased interest.

Q: How did the speaker leverage memes and user-generated content to promote the game?

The speaker had dedicated meme and highlights channels in Discord, encouraging players to create and share content. The best memes were posted on the official Spellbreak YouTube channel, increasing engagement and attracting new players. This content creation also fostered a strong sense of community and engagement.

Summary

In this video, the speaker shares how their studio used platforms like Imgur, Reddit, YouTube, and Discord to gain pre-alpha sign-ups for their game. They emphasize the importance of making people care about your game and how to leverage high-upside channels like Imgur and Reddit to generate interest. They also discuss the value of authentic content, consistent posting, animated gifs, and short-form videos. The speaker shares how they encouraged referrals, used Discord to build a community, and engaged players through play tests and voice chats. They also highlight the significance of utilizing memes and leveraging platforms like Twitch and TikTok. The speaker concludes by discussing the scalability challenges of Discord, the role of moderators, and the need to prioritize community building efforts.

Questions & Answers

Q: How did the speaker generate interest in their game despite being from an unknown studio without an existing customer base?

The speaker focused on high-upside channels like Imgur, Reddit, and 9gag to go viral and generate interest. By posting development blogs on platforms like Imgur, they were able to capture the attention of potential players and gain email sign-ups for their pre-alpha.

Q: Why did the speaker use authentic content in their posts?

Authenticity was key to engaging and retaining players. Instead of directly promoting the game, they would respond to comments asking for the game and provide the link. This approach made their posts feel genuine and encouraged players to share the content with others.

Q: How did the speaker ensure consistent content creation?

The speaker emphasized the importance of consistency in content creation. They set up a regular posting cadence and made sure the content was of high quality. If the content wasn't working, they were willing to reevaluate and make changes to ensure its effectiveness.

Q: Why did the speaker focus on animated gifs and short-form videos?

Animated gifs and short-form videos were highly effective in showcasing the game and generating interest. They allowed players to share the game's highlights easily and served as a substitute for traditional water cooler conversations where players discussed their gaming experiences.

Q: How did the speaker encourage referrals and maximize sign-ups?

The speaker incentivized referrals by offering immediate access to the game for those who were referred. They also relied on players' enthusiasm to refer others and drive sign-ups. Though they didn't provide additional rewards for referrals, they recognized the missed opportunity and the potential to boost sign-ups with a rewards system.

Q: How did the speaker leverage Discord as a community hub?

The speaker used Discord to engage with players directly and tap into the community. They encouraged players to join Discord for faster access to the game and created exclusive tester-only rooms to foster a sense of belonging. They relied on voice chat during play tests to build social connections between players.

Q: What role did content creation and sharing play in building the community?

Content creation and sharing were essential in building the community. Players created highlight reels and memes to share with each other, fostering engagement and excitement. The speaker leveraged this content to promote the game further, posting the best highlights on the official Spellbreak YouTube channel.

Q: How did the speaker utilize Reddit in their community building efforts?

While Reddit had a smaller audience compared to Discord, the speaker used it for longer-form content and discussions. They posted official announcements, patch notes, and roadmaps on Reddit to engage with the community and gather feedback. It served as a platform where players could communicate with the team directly.

Q: How did the speaker handle the scalability of Discord as the community grew?

As the community grew, the speaker faced challenges in moderating the increasing number of users. They relied on volunteer moderators and implemented measures like cleaning up inactive users to manage the community effectively. The speaker acknowledged that a certain threshold would require more resources and shared the importance of choosing a primary community hub early on.

Q: How does the speaker plan to keep the momentum and engagement as the game approaches full release?

The speaker plans to leverage the large number of pre-alpha, alpha, and beta sign-ups by utilizing email campaigns and traditional marketing methods. They are also incorporating influencers and content creators to share videos under embargo before the official release. Additionally, they aim to activate the engaged community in Discord by guiding them to amplify content during a 10-day countdown leading up to the launch.

Takeaways

Building interest and gaining traction for a game requires focusing on high-upside channels, such as Imgur and Reddit, where content can go viral. Authenticity and genuine engagement are crucial for building a community. Consistency in content creation and leveraging animated gifs and short-form videos can help in generating interest. Referral incentives and engagement through platforms like Discord are effective strategies to maximize sign-ups and build a strong community. Memes and content sharing within the community contribute to successful marketing campaigns. As the community grows, moderation becomes challenging, and reliance on volunteer moderators becomes necessary. Choosing a primary community hub, such as Discord, early on is important for directing community engagement. As the game approaches full release, leveraging the existing community, incorporating traditional marketing methods, and capitalizing on influencer collaborations can help maintain momentum and engagement.

Summary & Key Takeaways

• The speaker discusses how they used various social media platforms to generate pre-alpha sign-ups for their new IP, Spellbreak, despite being an unknown studio.

• They emphasize the importance of making people care about your game and utilizing high-upside channels like Imager and Reddit to generate viral interest.

• Authenticity and consistent content creation were key factors in engaging the audience, along with leveraging animated gifs and short-form videos.

• They highlight the value of engaging with the community through Discord, playtesting, and encouraging content creation, particularly memes.