How I developed the marketing strategy for Floppy Knights
Storefront
To prepare for increased page views and traffic, I started with an overhaul of the game’s storefront. I wanted to write something that was representative of Floppy Knights’ tone: quirky and upbeat. Here were some key guidelines that helped make this overhaul a success:
Organized the featured sections based on the game’s hooks
Included plenty of vibrant gifs and images
Brought the copy to life with the use of active voice
Set expectations of genre, gameplay, story, and overall tone
Review Guide
As we prepared to send out game keys to press for reviews, I had the chance to put together an accompanying review guide. The review guide accomplished the following:
Represented the game’s colorful art style
Effectively portrayed the hooks that make the game unique
Clearly set expectations regarding embargo dates and relevant press information
Provided helpful game tips for reviewers
Website Refresh
As we prepared for our Xbox Game Pass inclusion announcement, I anticipated increased traffic and page views on the Floppy Knights official website. So, I refreshed our website to include pertinent information such as:
Latest, greatest video! (Launch Trailer)
Platforms
Information about our indie studio + contact information
A comprehensive Press Kit with game history, screenshots, awards, and quick facts
Community Engagement
In the fantastic world of indie games, community is key. This is especially true for the folks at Rose City Games, a studio that was born from the love of community! In preparation for the game’s long awaited launch, we implemented the following community engagement campaigns:
Easter Egg Hunt
Fan Art Contest
Mailing List Giveaway
Exclusive Discord playtests
Newsletter Strategy
Utilizing the studio’s segmented mailing lists, I developed a newsletter strategy that would drive traffic to the game’s storefront pages, increase wishlists, and drive sales. I created all emails that were sent out on a weekly basis.
Average Open Rate: 24.75%
Average Click Rate: 1%
Co-marketing
I worked with our partners at Xbox Game Pass and ID@Xbox to secure the following co-marketing opportunities.
Launch Trailer on Xbox owned Youtube channel
Social amplification on owned Xbox channels
2 Blog posts on ID@Xbox News
Experiential Marketing
I coordinated our studio’s participation at PAX West 2022 - Rose City Game’s first convention since the COVID-19 pandemic began in 2020. I directed the following:
Budgeting for the event
Booth display and design
Tech, A/V, booth supplies
Set-up/Teardown at the event
Event logistics and employee shifts
This event was coupled with a Steam feature, visibility round, and multi-platform sale.