At the stage of publishing the game, the developer may face a quite reasonable question: whether it is worth limiting distribution through traditional platforms or using several promotion channels at once. Ixolla specialists share in their material on our pages why the second way is preferable.
The second option is suitable for those who want to maximize possible success by the release of the game. In addition to publishing materials in the media, launching advertising campaigns and creating pages on social networks, it is worth thinking about launching a full-fledged game site. Many developers underestimate this channel, considering it an optional and even outdated addition, although the game’s website may bring some not-so-obvious bonuses.
We tell you how creating a website can help when publishing your game.
Key sales and pre-orders
Given the standard distribution of revenue in large publishing platforms, the developer receives 70-75% of revenue from the sale of keys. The game’s own website makes it possible to increase this figure to 95%. For example, you can sell keys through integrated payment interfaces and widgets — they provide players with the opportunity to pay in a convenient way for a commission of 5%. Data on conversions (payments) recorded in the analytics system will make it possible to set up advertising campaigns aimed at an audience ready to buy keys.
In addition, the site should be used to increase the number of pre-orders. Statistics show that pre-orders play a huge role for indie games, accounting for about 30% of the game’s revenue in the first year. Motivate players to place a pre-order on the site with an exclusive discount or an additional edition of the game, in order to maximize revenue from the sale of keys.
Creating and maintaining a community
Use the game’s website as a platform for publishing additional informational content. A good way to start is to create a blog with developer diaries, tips on passing and interviews. It will bring additional traffic and sales to the site. Or create a forum where players can discuss your game, and you can collect feedback and communicate with them.
Moreover, make the site an exclusive platform: do not duplicate content from other channels so that players really have motivation to visit it. In the news feed, inform players about exclusive events and upcoming updates and create a separate page with the sale of the game’s merchandise. Give him an additional discount in exchange for buying the game through the site. CD Projekt RED had a similar model — the Polish studio gave a 30% discount on Cyberpunk 2077 merch to everyone who pre-ordered the game in GOG.
Traffic and data
Unlike the game page in the store, the site does not receive ready traffic — on the one hand, it complicates the promotion of the site, on the other hand, it allows you to attract a targeted audience. In order for people to visit the site, it is not necessary to use paid advertising: you can limit yourself to SEO optimization of the site and attracting organic traffic from search engines. Such promotion will take longer, but will have a long-term effect.
Your own website with a customized analytics system allows you not only to attract new players, but also to collect data about its visitors. The collected statistics can then be used to adjust advertising campaigns, email newsletters and game development.
PR
Make the website the main channel for communication with the media. Publish trailers, a press kit and the necessary information on it for influencers who are interested in working with you. Post links to materials that have already been written about you by the media and press contacts to increase the chance of other publications being interested.
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The website is an excellent additional channel for promoting the game, which does not require a lot of effort. Developers should take a closer look at the designers that allow you to quickly create a website without knowing the code. For example, “Ixolla Website Builder” is made specifically for game developers: using steam parsing, you can transfer data from the game page on Steam to the site, and then completely customize it by betraying a unique design.
The finished page can be placed on your domain or on the hosting “Ixolla”, protected from DDOS attacks. In addition, to improve efficiency and enter new markets, the site supports third-party analytics and a platform for rapid localization.
For a 5% commission on the future revenue of the game, the developer gets access not only to the “Website Builder”, but also to the rest of the company’s products. Some of which can be integrated into the site — for example, you can embed a payment interface that will allow you to sell goods from the site, accepting payment in any way convenient for the player.