Nigel Lowrie, chief marketing officer and co-founder of Devolver Digital, has this advice for developers looking to cut through the noise in a crowded market: “Let the people play.”
Over the years, this indie publisher has developed a knack for unearthing quirky gems. worship of the lamb, encryption, enter the gungeon, pepper grinder, Guri. The list feels endless. But what has the Austin-based publisher learned about marketing after helping so many weird and wonderful titles succeed?
Given his title, Laurie feels like the perfect person to ask. So we did that. He explains that Devolver has “always been very efficient” in getting the most out of marketing budgets, and that Devolver works with developers themselves to truly understand what they have to offer. He says it starts by sitting down.
“We need to understand what is actually possible with this game and who is likely to be interested. worship of the lamb may be significantly larger than children of the sun, right?and [making sure] Developers know it. we know this. And you need to avoid it. So we're trying to focus on marketing at scale,” says Rowley.
He explains that Devolver has developed a team that can handle many marketing beats in-house. “We don't use a lot of agencies to generate ideas,” he says, noting that trailers are often created within the hallowed halls of a company. That doesn't mean Devolver doesn't hire outside talent when needed. For example, he might reach out to outside creators for key art or custom animation trailers. However, broad authority is something that should be done in-house as much as possible.
Lowrie explains that Devolver is useful for developers working with publishers because it covers their marketing costs, but adds that this is why it's important to spend wisely and carefully. Masu.
“We're not very big on paid advertising. Our marketing starts with the game you sign up for. [projects] You could also argue that if it's really good, it can sell itself to some extent. We're just trying to take it further than we could on our own. […] It becomes very difficult when the game itself is not engaging, exciting, or worthy of attention.
“And we try to efficiently and smartly put together things that we can get into people's hands. I'm not saying we're smart here. There's a lot of opportunity that's been created through the growth and growth of the industry. Steam The direction we've taken as a culture, like Next Fest, doesn't involve hard costs.
“Yes, it takes developers time to create a demo, but it doesn't go to PAX or E3. That game can reach any audience – consumers, influencers, media, etc. – at no cost. , available on a wide scale and worldwide.
Devolver CMO says relying on subscription platforms is 'dangerous'
Lowry reiterated that getting his players to jump behind the proverbial wheel is “the most important thing you can do.” He also revealed that Devolver does not pay a spot fee for the showcase. The company's idea is to engage consumers more organically. If someone finds it interesting and wants to feature, stream, or promote a Devolver title, that's great, but letting people actually experience it is your vision. It remains one of the best ways to market your product early.
At this point, I ask Lowrie whether developers should still consider putting their titles on subscription services like Xbox Game Pass as part of a broader strategy. Devolver said in its latest financial report that it had taken a more “calculated approach” to developing its subscription platform because its titles were often undervalued. Lowrie says Devolver will continue to engage with these platforms, but suggests they shouldn't be viewed as a promised land.
“We do not evaluate the game and its viability at a commercial level based on the availability of subscription services. We cannot rely on that. “It's based on someone's preferences and other variables that we don't really have control over,” he continues.
“They're gravy, but they're not planned. We don't go into projects saying, 'We think a subscription service would work, so let's sign this.'” Per se. We need to do well. ”
He said if platform holders approach Devolver to discuss subscription deals, the company is absolutely willing to listen, but those deals can't be “part of the forecast.” A game needs to be able to hold its own weight, he says. “If I go in [a project] We believe that this cannot be achieved without a subscription service. It's a dangerous place. ”
