Creating buzz for Tealy & Orangey
Or “How I tried to get people to play a free flash game on zero budget.”
I make no claims to be a marketing expert. And I’ve seen similar blog posts to this by people who are unquestionably better at it than I am, and have had better results. But I thought it might prove useful to someone (possibly even just myself, for next time!) even if just as a “what not to do” piece.
Tealy & Orangey, as you probably know (and if not, why on earth haven’t you played it yet?) is a puzzle platform game. Though art-wise it’s pretty basic, I think the gameplay hook of controlling two avatars simultaneously is fairly rare, and well implemented. Usually people who play it have enjoyed it. So, the challenge as I saw it was trying to persuade people to just give it a go. There are so many free flash games floating around the internet, how do you persuade people that this particular link is worth spending a few minutes exploring?
My strategy for achieving this was roughly split into two parts:
- Get gamers to play it and mention it to other gamers.
- Get people that gamers listen to to play it, and mention it to gamers.
As far as that goes, I think it’s a pretty sensible tactic. Part 1 is generally building a buzz myself. Part 2 is trying to get websites to feature it.
Let’s start with part 1.
The first thing I did was go on to the Kongregate chat rooms and start mentioning my game. Kongregate has a load of rooms that players are logged in to randomly (as far as I can tell) whenever they are playing a game on the site. I’m sure some go there for pure socialising. As soon as I first uploaded T&O I went on to some of these and asked the players there if they’d like to give my game a go. I think key to this was that Kongregate is full of players, not creators. To them, talking to an actual game developer is still something of a special experience, and their words still hold some weight. I was very up-front about it being my game, and very chatty with anyone who played it.
There are a lot of games uploaded to Kongregate, of all levels of quality. Many get less than a thousand plays. I figured that if i could quickly increase my play numbers, while still being on the first page of “new games” I would stand a chance of people checking the game out just on the basis that it seemed to be relatively popular – and thus feed back into a positive loop.
It’s difficult to know how successful this was, mainly because I was doing other pimping of the game at the time so I don’t know where the traffic was coming from. I know it didn’t take much of my time or effort though, so I could it as being not a total waste of time.
At the same time I was doing this, I was also hammering my Twitter followers with advertising. The first tweet mentioning the game was this:
Anyone want to try out my new flash game? Tealy & Orangey http://bit.ly/fPgNf4 #tealyorangey (please rt)
Two interesting things about this tweet. One, the bit.ly link goes to the version of the game n my own site. At the time I was advertising two links – one on my site, and one on Kongregate. I really should have been focussing on spreading just one link. Two, it was the first use of the hashtag.
I’d had the idea of putting that on the first screen of the game after watching a bit of television. I’d noticed a few programmes now were displaying either their twitter name, or a hashtag for the show, after the credits. I guess the idea is that then there is much less chance of people inventing their own hashtags, and fragmenting the conversation. I thought there was really nothing to lose in this approach.
In practice I have had a reasonable number of players use it, which has enabled me to find them and engage them. So I can recommend it from that point of view.
I have made a point to reply to every comment I’ve received about T&O, on Twitter, in email, and on Kongregate. This seems to be quite unusual, judging by the reaction to it, and it’s entirely possible that with a more popular game it would be impossible. I should have mentioned, but before releasing the game I’d done a quick Google, and made sure to pick a name that had no results (there were some for “Tealy” and “Orangey” by themselves, but nothing combined). This meant that I could set up a Google Alert to be told whenever my game was mentioned on a site, and could then go and post a quick “thanks for playing” message.
At this point I was retweeting pretty much all of the positive comments I saw. I guessed that this could help persuade my followers that the link is worth following, though there was also some risk of annoying people by flooding their feed with myself. I was quite worried about that second point. Since then I’ve discovered that, not only did I not lose any followers during this period (Qwitter is a useful tool), but also that there were people who followed me that still hadn’t read a single tweet about the game 24 hours later!
I also started trying to work on part 2 around this time. My initial attempts were finding journalists and other website writers, and tweeting them directly with a message politely asking if they’d like to try my game. Something along the lines of:
hey, was wondering if you would check out my game Tealy & Orangey, I think you might like it. http://bit.ly/glAeql thanks!
I was (and am still) working on my patter. I don’t think I’ve yet found the perfect 140 character message to build a reader’s excitement and curiosity. I attempt to personalise each message to the target – if the journalist in question is a writer for an indie-themed site, then I was sure to play up that site. If they wrote for a mainstream site, then mention that I know they don’t always feature indie games, but perhaps they’d like to get behind this one. I think I was probably too polite here – “I think you will like it”, “you may like it” etc. rather than “I know you’ll enjoy it”.
Simultaneously I was emailing similar messages. These had a bit more detail about what they could expect from the game, my background (I decided to play up that I was a professional designer who had made this in his spare time. I thought that there was some chance this line would instill some confidence that the game was going to be of some quality), a few links to screenshots, etc. Still linking to both my site, and Kongregate.
I will say at this point that I am fairly sure that those “send us a tip” email addresses that several sites and blogs have go completely unread. The only successes I had were from either the direct tweets, or when I emailed the journalists that work for the sites directly. In the future I will be ignoring those email addresses, in favour of the personalised messages.
I had some success with all of this, and the game got some decent quotes. I included some of these in the next round of emails I sent out, again in the hope that they would lend some weight to my claims that the game was worth people’s time.
This has pretty much been my entire approach to creating a buzz around Tealy & Orangey, and still is today. I have been working on a big update that adds a new game mode and levels, to give players who have completed it a reason to come back and play again. When that hits I’ll no doubt do the same rounds of emails in the hope of getting a bit more exposure.
So, to summarise:
- Give the game a very Googleable name, and set up a Google Alert.
- Talk to as many people as possible about the game.
- Encourage those people to tell their contacts about it as well.
- Use any positive quotes or press in future messages, to give them more weight.
- Communicate with the game’s players and reviewers, be nice to them.
- Communicate with journalists and other spokespeople directly, don’t use generic email addresses.
- Find the magic combination of words that will ensure everyone who reads it tries the game. (Still working on this one!)
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Posted by FreakyZoid on Monday, January 31, 2011 at 9:00 am
Tags: Tealy & Orangey





