Read on Twitter
Thread: I gave a talk on @playSpellbreak’s pre-alpha growth at an event for @a16z. I covered how we used @imgur, @reddit, @YouTube, and @discord to gain 600k Pre-Alpha signups for a new IP from an unknown studio.
Video: https://a16z.com/2020/09/02/spellbreak-lessons/
Deck:">https://a16z.com/2020/09/0... https://bit.ly/sb-pag ">https://bit.ly/sb-pag&qu...
Video: https://a16z.com/2020/09/02/spellbreak-lessons/
Deck:">https://a16z.com/2020/09/0... https://bit.ly/sb-pag ">https://bit.ly/sb-pag&qu...
If you read this thread or watch the video and only take away one thing, I hope it is this.
No one cares about your game.
No one.
No one cares about your game.
No one.
It is your job to make them care!
Disclaimer: Every game is different. Every team is different. Every market is different. We made some smart decisions with Spellbreak but we also got very lucky. The best way to make players care about your game is to make a game players care about. That is very hard.
1. Focus on high upside channels
When you have no followers or established base, focus on channels where your content can go viral. Look at places like @imgur, @9gag, @gyfcat and more. Stay away from places like @Twitter until you have a critical mass.
When you have no followers or established base, focus on channels where your content can go viral. Look at places like @imgur, @9gag, @gyfcat and more. Stay away from places like @Twitter until you have a critical mass.
2. Post authenticity not advertisements
Make sure your content is authentic and valuable. Don’t just post an advertisement because the community will sniff it out immediately.
Make sure your content is authentic and valuable. Don’t just post an advertisement because the community will sniff it out immediately.
3. Share quality content consistently
Figure out how quickly your team can make great content. You want to build momentum and that means releasing good stuff as often as you can.
Figure out how quickly your team can make great content. You want to build momentum and that means releasing good stuff as often as you can.
4. It& #39;s all about the gif game
Spellbreak& #39;s combat looks great in gifs. Figure out what gif content works best for your game now. If you don’t know what works, take the time to experiment. Your ability to express what makes your game awesome via gif is critical.
Spellbreak& #39;s combat looks great in gifs. Figure out what gif content works best for your game now. If you don’t know what works, take the time to experiment. Your ability to express what makes your game awesome via gif is critical.
5. Enable your evangelists
Find ways for your biggest fans to amplify your message. We created a simple referral program and it was incredibly effective. Your evangelists are your best advocates and they will do amazing things for you.
Find ways for your biggest fans to amplify your message. We created a simple referral program and it was incredibly effective. Your evangelists are your best advocates and they will do amazing things for you.
6. Focus on a community nexus
We used @discord as our community hub and drove all our players to engage there. The dev team was very active and engaged constantly with the growing community. This brought everyone together and made it easy for us to build momentum.
We used @discord as our community hub and drove all our players to engage there. The dev team was very active and engaged constantly with the growing community. This brought everyone together and made it easy for us to build momentum.
7. Control the flow of information
Create scarcity to generate interest and hype. We used an NDA for Spellbreak and it was extremely effective. The community policed themselves and it allowed us to concentrate valuable announcements.
Create scarcity to generate interest and hype. We used an NDA for Spellbreak and it was extremely effective. The community policed themselves and it allowed us to concentrate valuable announcements.
8. Create a cool kids club
We would drop all the content early for players in @discord. This gave people a reason to be a part of the @discord community. Since this was exclusive to only people who had a pre-alpha key, it made those players feel special.
We would drop all the content early for players in @discord. This gave people a reason to be a part of the @discord community. Since this was exclusive to only people who had a pre-alpha key, it made those players feel special.
9. Force social connections
We ran consistent playtests several times a week and asked new players to join in voice chat. This allowed them to create connections with other players during that session that often grew into true friendships.
We ran consistent playtests several times a week and asked new players to join in voice chat. This allowed them to create connections with other players during that session that often grew into true friendships.
10. Develop a community content generation engine
We made a highlights channel in @discord and encouraged the community to help each other make better content. This encouraged new creators to get support and feedback. The results were amazing. https://www.youtube.com/watch?v=4CYotl9uju4">https://www.youtube.com/watch...
We made a highlights channel in @discord and encouraged the community to help each other make better content. This encouraged new creators to get support and feedback. The results were amazing. https://www.youtube.com/watch?v=4CYotl9uju4">https://www.youtube.com/watch...
11. Establish a content sharing flywheel
By putting our content into the Discord server first it meant the community would heavily engage with it right away. This would excite our community to engage with the content and make it viral. https://www.youtube.com/watch?v=NNReODdPf84">https://www.youtube.com/watch...
By putting our content into the Discord server first it meant the community would heavily engage with it right away. This would excite our community to engage with the content and make it viral. https://www.youtube.com/watch?v=NNReODdPf84">https://www.youtube.com/watch...
12. Use memes as marketing
Our players became our best marketing asset. They created incredible content that went viral and was authentic. Make an official meme channel and encourage your community to generate and share them.
Our players became our best marketing asset. They created incredible content that went viral and was authentic. Make an official meme channel and encourage your community to generate and share them.
Thanks to @Tocelot, @andrewchen, @farmingxp, and @a16z for inviting me. @playSpellbreak launches tomorrow (9/3) at 10am ET. See you in the Hollow Lands.
Deck: https://bit.ly/sb-pag
Video:">https://bit.ly/sb-pag&qu... https://a16z.com/2020/09/02/spellbreak-lessons/">https://a16z.com/2020/09/0...
Deck: https://bit.ly/sb-pag
Video:">https://bit.ly/sb-pag&qu... https://a16z.com/2020/09/02/spellbreak-lessons/">https://a16z.com/2020/09/0...
