How to Make and Self-Publish a Game in 12 Months
TLDRMatthew, founder of S sim games, discusses the challenges and strategies of creating an indie game. He shares his experience with the development of '1849', a city builder game, highlighting the importance of planning, self-marketing, and managing resources. He also emphasizes the need for clear communication, community engagement, and strategic pricing in cross-platform releases.
Takeaways
- 😀 Matthew, the founder of Sim games, shared his experience of making their first indie game, emphasizing the importance of planning and execution to ensure success.
- 🏗️ The team quit their jobs in April 2013 to focus on game development, highlighting the need for dedication and risk-taking in the indie game industry.
- 💡 They used 'SWAG scheduling' (Stupid Wild Ass Guess) to break down tasks into manageable chunks and estimate timelines, adjusting for uncertainties and risks.
- 🔪 'Butchery' was employed to cut out non-essential features early in the development process to meet tight deadlines and reduce complexity.
- 💻 They chose to use familiar technology (Flash) instead of learning new engines like Unity, allowing them to focus on other aspects of game development.
- 🤝 Hiring contractors was crucial, but they emphasized the importance of careful selection and management to avoid delays and miscommunication.
- 📈 Incorporation and hiring an accountant were recommended early on to handle legal and financial aspects, ensuring smooth operations and compliance.
- 📢 Self-marketing and self-promotion were essential, with strategies like building a community, engaging on social media, and maintaining a devlog to create buzz.
- 🎮 They utilized Early Access to gather feedback and improve the game, finding it more beneficial than traditional game shows for their simulation game.
- 📊 Cross-platform pricing was a challenge, with different expectations and pricing strategies for PC and mobile audiences, necessitating distinct marketing approaches.
- 🌐 Localization played a significant role in expanding their audience, with German and French translations boosting sales in respective markets.
Q & A
Who is the speaker in the video transcript?
-The speaker is Matthew, the Founder at S sim games.
What is the main topic of Matthew's talk?
-The main topic of the talk is about the challenges and strategies involved in developing and releasing an indie game, specifically focusing on the first year of development.
What is the name of the first indie game developed by Matthew's team?
-The first indie game developed by Matthew's team is called '1849'.
What genre does the game '1849' fall into?
-'1849' is a city builder game in the classic genre of the late '90s and early 2000s, combining elements of city builder and tycoon games.
What is SWAG scheduling mentioned by Matthew?
-SWAG scheduling stands for 'Stupid Wild Ass Guess' and is a method used by Matthew's team to estimate the time required for various tasks in game development, by breaking them down into chunks and using gut feelings to approximate durations.
What does the acronym 'Butchery' represent in the context of SWAG scheduling?
-In the context of SWAG scheduling, 'Butchery' is the process of cutting out large parts of the initial plan that are deemed non-essential to meet the tight development timeline.
Why did Matthew's team decide to use Flash for their game development?
-Matthew's team decided to use Flash because they were already familiar with the technology, which allowed them to reduce the risk associated with learning a new engine and focus on other aspects of the game.
What is the importance of having a tight elevator pitch for a game?
-A tight elevator pitch is crucial as it succinctly and clearly communicates what the game is about, helping to capture the interest of journalists, players, and others in the gaming industry.
Why did Matthew's team choose to release their game on multiple platforms simultaneously?
-They chose a simultaneous multiplatform release to reach a wider audience and to leverage the strengths of each platform, although they later learned the importance of tailoring the game story for each platform's audience.
What challenges did Matthew's team face with cross-platform pricing?
-The team faced the challenge of setting a price point that would be appropriate for both PC and mobile platforms, as mobile pricing is typically much lower than PC, making it difficult to justify a higher price on PC while remaining competitive on mobile.
How did Matthew's team approach community building and self-marketing?
-They started by building a community from scratch, engaging on social media platforms like Twitter, starting a devlog, sharing updates on TIG Source and Reddit, and maintaining an email list to communicate with interested followers.
What was the impact of Early Access on the development of '1849'?
-Early Access allowed the team to work closely with a community, receive feedback, and make improvements to the game. It was particularly valuable for observing how players interacted with the game and for shaping the final product.
How did localization contribute to the game's success in non-English speaking markets?
-By localizing the game into German and French, the team was able to significantly increase their sales in those markets, moving from lower sales ranks to become one of the top regions for game sales.
What advice does Matthew give for maintaining a game's visibility post-launch?
-Matthew suggests using various strategies such as DLC releases, participating in sales events, running targeted ads when there is a specific message to communicate, and keeping an eye on reviews and ratings to maintain and improve the game's visibility.
Outlines
🚀 Launching an Indie Game Studio
Matthew, the founder of S sim games, shares his journey of leaving a stable job to pursue his passion for game development. He discusses the challenges and considerations of starting an indie game studio, including the financial risks, the importance of planning, and the necessity of completing the game before funds run out. Matthew's first game, '1849', a city builder set in the California Gold Rush era, serves as a case study for the talk. He emphasizes the importance of doing 'all that other stuff' right in the first year to ensure the sustainability of the studio beyond the first game.
📝 The Art of Scheduling and Risk Management
Matthew introduces the concept of SWAG (Stupid Wild Ass Guess) scheduling, a method of breaking down tasks into manageable chunks and estimating their completion time based on instinct. He advises multiplying the estimates by a factor of risk, especially for unfamiliar tasks. The speaker also discusses the importance of 'butchery', which involves cutting out large parts of the design early on to reduce risk and stay within the timeline. Matthew also touches on the decision to use known technology to reduce the learning curve and the importance of managing contract work effectively.
🔎 Marketing and Self-Promotion Strategies
The talk shifts to the self-marketing and self-promotion strategies that were employed while developing and releasing '1849'. Matthew highlights the importance of building a community from scratch, the role of social media platforms like Twitter for reaching out to journalists, and the pitfalls of Reddit for indie developers. He also discusses the effectiveness of devlogs, the importance of having a mailing list, and participating in 'Screenshot Saturday' to keep the game in the public eye. Additionally, he covers the challenges and strategies of press outreach and PR, emphasizing the need for a clear and concise elevator pitch.
🎮 Navigating Cross-Platform Release and Pricing
Matthew delves into the complexities of a cross-platform release, sharing the lessons learned from launching '1849' on multiple platforms. He discusses the importance of tailoring the game's story for different audiences and the challenges of cross-platform pricing. The speaker also shares insights on the revenue distribution across different platforms and the significance of being featured on app stores, as well as the importance of community building on platforms like Indie Game Stand.
📈 Post-Launch Marketing and Sales Tactics
In this section, Matthew discusses the post-launch phase, focusing on maintaining sales momentum through various tactics. He talks about the initial sales spike and the subsequent decline, emphasizing the need for developers to actively manage the 'tail' of sales. He also discusses the impact of DLC releases, the importance of localization for different markets, and the strategic use of sales to boost game visibility and sales. Matthew shares his experiences with advertising, the role of reviews and ratings, and the introduction of trading cards on Steam to enhance community engagement.
🌟 Reflecting on Successes and Planning for the Future
Matthew concludes the talk by reflecting on the successes achieved with '1849' and the lessons learned. He shares the studio's plans for the future, including the development of their second game, which will be a larger project than the first. He also addresses questions from the audience about finding test players for simulation games, the decision to self-fund the project, and the process of finding and working with contractors. The talk ends with a Q&A session where Matthew provides further insights into the studio's approach to game development and marketing.
Mindmap
Keywords
💡Indie Game
💡Flash Forward
💡City Builder
💡SWAG Scheduling
💡Butchery
💡Self-Publishing
💡Self-Marketing
💡Early Access
💡Cross-Platform Release
💡Greenlight
💡Localization
Highlights
Matthew, Founder at S sim games, discusses the challenges and strategies of developing an indie game with limited resources and time.
Hypothetical scenario presented where someone quits their job to develop an indie game, highlighting the risks and initial decisions involved.
The importance of managing time and resources effectively when developing an indie game to ensure its success and sustainability.
Introduction of the game '1849', a city builder in the classic genre, and the team's vision for creating a simulation game studio.
The decision-making process of choosing which game to develop based on time constraints and the team's capabilities.
SWAG (Stupid Wild Ass Guess) scheduling technique for planning game development phases and managing risks.
The concept of 'Butchery' in game planning, where necessary features are cut to meet tight deadlines.
Choosing familiar technology over learning new tools to reduce development risks and streamline the process.
The significance of hiring carefully and managing contractors effectively to maintain project momentum.
The benefits of incorporating early and working with an accountant to navigate tax laws and financial management.
Self-marketing strategies for indie games, including building a community, social media presence, and engaging with the press.
The role of elevator pitches in effectively communicating the game's concept to the media and potential players.
Engaging with YouTubers and non-game media as part of a comprehensive marketing approach.
The impact of Early Access on refining the game through community feedback and its role in successful game development.
Cross-platform release strategies and the importance of tailoring the game story for different audiences.
Challenges of cross-platform pricing and the need for a balanced approach to maximize revenue.
The importance of continuous post-release support, including updates, DLC, and community engagement to sustain game sales.
Matthew's personal experience and lessons learned from developing and releasing the indie game '1849'.
Transcripts
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