It's been a month since the demo release, and Amadeus: A Riddle for Thee ~ Episode 1 ~ Waltz has just reached 100 wishlists on Steam. I'm incredibly grateful for the support and interest.
Because this has been the month following a major release, most of my efforts have been focused on communications as opposed to development. I still want to discuss these efforts, both as a retrospective for my own reference, and in case anyone else finds it enlightening. This was meant to be a short and to-the-point marketing discussion, but it accidentally... and inevitably... transformed into something incredibly long and sentimental.
The long and short of it is that I've had an overwhelmingly successful month by my standards. Discussing marketing means I have been analyzing why that is. In doing so, I slowly became aware of just how much of my entire life has been building up to this.
I originally planned to mention other things in this update... discuss the recent demo livestream, announce an upcoming "100 wishlists" celebration... but those no longer really suit the tone of this update. I will post about them another time. I wasn't prepared to celebrate 100 wishlists this quickly, anyway! I had no idea I would get that much in the first month! I'm not ready to make that announcement! I would like to do something appropriate for this milestone, so please give me some more time to put proper thought into it.
You can reference here for the livestream video and other resources: https://linktr.ee/amadeusgame
I don't expect very many people to read the rest of this. But I am writing it anyway because it's important for me to express. And if you got anything out of the Amadeus demo, you probably got the fact that I am a bit of a long-winded and sentimental person. Bearing that in mind...
On Marketing Amadeus
Overall, I tried a lot of different things—many of which flopped—based on the question "what kind of communications would I like to see, as an audience?" Some combination of all of these somehow worked. I don't think it is particularly useful to try and pinpoint what specific individual things made Number Go Up the most, because the real takeaway was that I put enough messages out in enough places that over 100 real actual human beings came across them and were interested in what I am making. That number is probably tiny to people trying to earn a living in games, but as someone just hoping to get my art out there... the number 100 is significant and motivating.
I am happy to share the things that I've tried, and my impressions of how well they worked for my situation and purposes. Before that, though, I must stress that having assets to share in these communications in the first place was an invaluable step, especially since visuals and aesthetics are a very core part of my game.
Creating Marketing Assets
I drew a poster design for Amadeus as a weird form of procrastination back in October (I'd been binge watching werewolf movies and wanted to draw something inspired by them). When I drew it, I didn't think any farther ahead than "maybe I'll print it and put it up somewhere..." but I liked it so much that it not only directly changed the art direction for the game, but it has also served as a basis for all of my branding assets, including the logo and header images on itch and Steam:
(When uploading a game to Steam, there are approximately 8 million different aspect ratios and dimensions you need to create branding assets for, so I chopped that source poster up into different pieces and spent about a week just making different combinations of them to suit various needs.)
Again: I was not thinking ahead to the Steam page when I drew this in October, not really. I was just drawing something that I wanted to draw, inspired by art that inspired me. If I hadn't indulged that desire and "procrastinated" a bit, I wouldn't have the assets to advertise the game when it came time for launch! This is something that I've experienced again and again throughout the process of development: making things for fun, doing things on impulse, taking breaks and indulging whims... many of these activities somehow end up being essential for the game. If I had refused that self-indulgence to focus on Important Development Stuff, I wouldn't have the cool piece of art I needed to successfully advertise the finished game on launch. Moreover, the final art in the game would not be as good, because I wouldn't have gotten ideas about art direction from making this poster.
(Also... I wouldn't have had as much fun making the game. Since this game's budget is $0 and all of my free time, it REALLY matters that I am having fun while making it.)
Even more important than these visual assets, though, was the trailer. How many games have I checked out just based on the trailer? I recently purchased Raging Loop on Steam, a game I have been considering for months, because I finally watched the trailer and realized "okay, this game is me-core." The trailer is so important. It's not about how pretty the trailer is; it's about whether the trailer shows me a game that I, in particular, want to play. I don't know who my audience is, but considering my goals and inspirations, I think it is something along the lines of "hipsters who love some combination of Umineko, werewolves, and unique aesthetics." So I needed a trailer that would connect with those people. A trailer that, if I watched it, would make me realize hey, this game is me-core.
Making a trailer is its own skillset, though! Completely separate from game development. Communicating something in video form is different than communicating it in another medium.
Fortunately... I have actually done a lot of just-for-fun video editing projects very recently! I edited together a "trilogy" out of roadtrip camcorder footage I took, and also put together the video for an audio-visual collab album. I already have tools and a workflow that I like to use.
I am developing a game, but it has helped me so much to have experience making a stupid trilogy of camcorder footage roadtrip videos.
I worked on those video editing projects because they were fun. I had absolutely no ulterior motive. In doing so, I still gained an important skill that transferred directly to marketing Amadeus. As someone who has always struggled to focus on just One Thing, it's incredibly affirming to realize that having done a lot of random stuff is actually really helping me as a solo game developer. I feel like I've finally found an art form where this is an important skill, and not a hindrance or distraction.
So... well, I suppose this means that I have no useful advice for other developers. I want to be honest about my experiences, and my experiences are that I only was able to prepare good marketing assets for Amadeus because I did a lot of for-fun art projects outside of game development. From my perspective, this is amazing news: it tells me that allowing myself space to be an artist and a person outside of this project has actually helped make the project itself better. It tells me that there are no downsides to being experimental and giving time to other projects too. But to anyone reading this hoping for some advice on putting together marketing assets, I'm sure it's the least helpful or relatable thing in the world. I'm sorry about that.
Getting the Word Out
Once the demo released, it became a matter of presenting the materials I had in the right ways, and in the right places. This is what I have been spending most of my waking hours doing this month. A non-exhaustive list of everything I've tried:
- E-mailed all of my professors from grad school whose courses influenced my compositions for the game in some way. (This wasn't so much about the numbers, it was just motivating to get nice comments back. :D)
- Joined a few Discord servers for communities dedicated to indie game developent; tried to engage in meaningful conversations there and check out other games while also sharing my own work. (I'm asking others for a favor, to take a look at my work, so I try to check out theirs too in return.)
- Posted the trailer on the Visual Novels subreddit. (This flopped.)
- Posted weekly* on Instagram, Twitter, Tumblr, and a few other places. (This has been the bulk of my ongoing communications; see below!)
- Posted on a forum I joined last year to discuss music composition.
- Found and followed a lot of other indie game devs making things that interested or excited me.
- Shared it in a Discord server I moderate** as a "creative mod." (I host monthly art-focused events, curate spaces for sharing art, etc.; see below.)
- Shared it with basically all of my friends! Especially friends who are also artists and creators!
To sum, I used every single available avenue to talk about it. But I really need to expand on the two points bolded and asterisked above. I have something additional to say about them, and I cannot overstate how much it matters.
*Weekly Posts
As indicated, ongoing weekly posts on various platforms are the meat of my marketing. I post regularly, but it's really important to me to not just post the same stuff all the time and annoy everybody. I try to highlight different aspects of the game each time, use different framing, and do a variety of weird and silly stuff. Some things perform unexpectedly well and others are complete flops. But I think it's been key to not be afraid of failure and just try things. That way it's still interesting to the people who already checked out the game, while hopefully reaching new eyes too!
(Full disclosure, however: sometimes I will do something that has 0 chance of doing numbers, just because I think it would be a fun thing to post. Since I am completely self-motivating on this project, I have to do things that are self-indulgent, or I will burn out. So, hypothetically, I might be compelled to, say, post a photo taken on an Instax analog camera of the game hooked up to a CRT TV.)
(Step 1 of marketing is to have fun and be yourself?)
BUT ALSO!
AND THIS IS THE MOST IMPORTANT PART OF THIS POST!!
I only have any sort of audience on these platforms because of other, unrelated things I've been doing for years. I met a LOT of people on Twitter and Instagram through cosplay and Tales of Symphonia speedrunning, who stuck around somehow. I met some people on Tumblr from recent Ghost Trick ROMhacking, and others from Homestuck meetups in 2012. I met people on Discord from a forum about video games I joined in 2006. I was already connected with a lot of like-minded people to share my game with! I know—I KNOW—that this is something that is only easy to say in retrospect, but: doing stuff and meeting people over the course of a lifetime has added up. I hope that this will continue to be true, and maybe some people who find me through Amadeus will stick around for whatever comes after, once I've fully completed the 5-episode story I have to tell here. And I will see it through.
So, please bear this in mind when reading about how I promote my self-indulgent game every week on Instagram. I did not attend Anime Expo 2015 in order to build an audience for the visual novel I would make 9 years later. I was just meeting and connecting with other cosplayers, because I thought I would still be doing cosplay indefinitely. But many of those connections have persisted over the years, and some of those people are interested in my game. None of this seemingly-unrelated life experience is wasted. In the words of one of my teachers from grad school, "it's an accumulated life." I have ended up somewhere unexpected, and I did not plan to end up here, but all of those past experiences were still a part of getting me to where I currently am.
**Discord Server Mod
I want to highlight this particular place where I've promoted my game, because it's important in a way that connects with basically all of my rambling above. I want to make it clear that absolutely everything that went well this past month started so much longer ago than that.
In this point, I am not saying "step 1 of indie game promotion: simply have been a creative events moderator on a Discord server for years first!" as this is incredibly useless advice. Hear me out for a moment.
About 2 years ago, there was no "creative events" moderator on this particular Discord server. It was mostly a space to talk about video games with friends. You could also post art there if you wanted, and you might have gleaned a react or two.
Also about 2 years ago, I began to think very deeply about my relationship with art and the internet. When I was a tweenager, there was this video game forum—a forum that migrated to the Discord server in question recently—where you could post your art (usually video game fanart, but could be anything), and the moderator would always engage with it and provide meaningful, thoughtful feedback. That space is one of the biggest reasons I drew so much when I was younger, and worked so hard trying to learn how to draw and shade and color better, because I wanted to have my efforts praised, and I knew they would be.
2 years ago, I desperately needed a space like that again. Lacking one, I decided to pick up the torch left behind by the moderator from my tweenage years, and become the person who would always, always provide thoughtful engaging feedback when people posted their work there. Literally some "be the change you want to see in the world" shit. I knew that someone else doing that for me fundamentally altered the course of my life, so I wanted to try and be that for others if possible. More selfishly, I hoped that this would also create the much-needed space for me to share my work and get feedback and responses, too.
Now, about 2 years later, that channel is pretty active. People regularly share their creative works, and it is one of my favorite places to post my own stuff because people are really good about engaging with each other's stuff there. It's been one of the most important places for me to share progress on Amadeus, because that external motivation helps a lot. And once the demo came out, I have absolutely no doubt that this server was a significant proportion of the initial support and momentum it received on launch.
I did not even have so much as a delusion of being a game developer when I made these changes in the Discord server. I was working in IT and considering applying to music school. I just wanted to build a community around art.
So, why am I writing about my 2-year journey as a Discord mod in my development update about marketing? Hopefully it makes a bit more sense now. I'm really trying to emphasize that the marketing I did this past month didn't start last month. It started 2 years ago on this Discord server, it started in 2006 when I joined that video game forum. Really, my marketing efforts have gone as well as they have because—whoops, I am tearing up writing this—I have made a lot of incredible connections in a lot of communities over the years, and now that I have something very important to me that I want to share, they have really helped support it. I've had some friends go so far above and beyond what I would ever ask them to do in sharing my game, and that kind of support just... I can't put a number on it; it's invaluable.
In Conclusion
Go to conventions and meet cosplayers. Speedrun a 6-and-a-half-hour-long JRPG from 2003 on Twitch. Join a forum and when it migrates to Discord, organize art events and comment on other people's work. Draw self-indulgent stuff and make silly roadtrip videos scored with Logic Loops. Make 90% of a ROMhack of a Nintendo DS game. Get completely obsessed with other visual novels on itch.io and write essays in their comments.
My name is Leo, and my marketing advice is You Only Live Once. I hope this helps. Have a wonderful evening and I look forward to presenting you with a more coherent update next month.