Competing for Attention: Understanding the Role of Time in Game Marketing

1. The Current Landscape of Game Marketing

The competition for players’ time and attention is fierce. In a world where consumers can choose between games, streaming services, social media, and news, understanding the dynamics of attention is essential.

Key Insight: Your game is not just a product; it’s a piece of entertainment in a world filled with distractions.

This means that when you’re marketing your game, you're not just competing against other titles but against all forms of media vying for the same limited resource: users’ time. Netflix, YouTube, Twitter, and other sources of information and entertainment are just as much competitors as the latest blockbuster game.

1.1. Why Time Matters

As Nick Popovich mentioned in his talk at GDC, it's crucial to recognize that “your game is what customers buy, but time is what you buy from them.” This statement highlights the importance of understanding that players have finite time to dedicate to gaming.

To illustrate the point, consider an average adult in the U.S. in 2018 who spent:
- 4 hours using their mobile devices
- 6.8 hours sleeping
- 8+ hours working

After considering necessary life activities, the remaining free time amounts to just about 2 hours on weekdays for new exposure (and a bit more on weekends). This leaves a small window for your game to make an impression.

2. Selling It with a GIF

In a fast-paced environment, how can you effectively communicate what your game is about in mere seconds? Enter the GIF—a powerful tool for grabbing attention and conveying core gameplay.

2.1. The Power of GIFs

GIFs can succinctly express key mechanics or unforgettable moments from your game, allowing potential players to quickly understand and feel engaged.

TIP: Your core gameplay loop should be expressible in a GIF—think about whether you can present what players will do over and over in a format that lasts just a few seconds.

For example, in Slime Rancher, you can illustrate players collecting slimes and managing their ranch quickly, enticing viewers to want to partake in the delightful chaos.

2.2. Creating Engaging GIFs

When developing GIFs, consider the following methods:
- Record Gameplay: Use tools to capture your gameplay capturing the most thrilling or humorous moments.
- Editing Software: Utilize programs like Photoshop or specialized GIF software to create polished GIFs that emphasize your game's selling points.
- Short Duration: Ensure GIFs are around 5-6 seconds long to maintain viewer engagement.

GIFs should not just be flashy; they must present what the game is about in an understandable and appealing way. This enables users to immediately grasp your game's unique selling point.

3. Staying Relevant Over Time

Once your game is out in the wild, how can you make sure it stays top-of-mind for players? Staying relevant means generating ongoing engagement through content updates, community interaction, and social media presences.

3.1. Content Updates and Community Engagement

One key element in nurturing your game's longevity is to provide regular content updates. These updates don't solely need to address bugs; they should add new elements to keep players coming back.

IMPORTANT!: Players expect ongoing support and updates. Regular engagement is essential not only for community involvement but also for attracting new players.

This can be achieved through:
- New Features: Introducing expansions, new characters, or game modes can keep the user base interested and encourage word-of-mouth marketing.
- Community Feedback: Engaging with your gaming community—listening to their feedback and addressing their concerns—can deepen player loyalty.
- Events and Contests: These can re-energize your community, leading to user-generated content that helps spread the word about your game.

4. Creating a Place to Call Home

While high-stakes gameplay can be thrilling, providing players with a "home" within your game enables relaxation and further exploration. This "home" doesn’t have to be a physical space; it can represent gameplay modes that encourage low-stakes interactions.

4.1. Elements of a Cozy Game "Home"

Different ways to develop this calming center could include:
- Daily Quests: These simple tasks encourage players to login regularly without overwhelming pressure.

• Relaxation Zones: Create spaces where players can gather without engaging in competitive gameplay, allowing them to unwind and connect with the community.

• Customization: Incorporate features that allow players to shape their experiences or environments based on personal preference.

By integrating these elements into your game, you're crafting a space where players feel comfortable, ultimately leading to a more sustained engagement.

5. The Big Picture

Remember, it’s crucial to grasp not just your own game but the wider context it operates within. With vast distractions available, the challenge lies in capturing attention and retaining it.

• Prioritize quick visibility in marketing strategies (think GIFs).
• Commit to ongoing community engagement and content updates.
• Foster a welcoming “home” experience within your game to ease players into further engagement.

Ultimately, our goal as game developers is to reduce friction, making it easier and more appealing for players to choose our game amidst the countless other options vying for their time.

If you stay focused on what your players need—something wonderfully engaging and quickly understandable—you’ll find that even in a crowded market, your game can truly shine.

So with no more talking, let’s get it started on making your game a delightful sanctuary for players seeking fun! If you have any questions or wish to share your thoughts, feel free to reach out. Happy developing!

Final Tip: If you want to learn more about this subject, I recommend This Amazing Talk HERE, that I used as the main reference for this blog post.