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.