By: Earle | September 21, 2018

It's a strange thing to try to compete for eyeballs. My focus has always been on the quality of the mechanisms that I'm making and the attention that it gets after that has not even been thought about.


That all changed when the Fire Nation attacked I tried to get playtesting feedback on Dwarves with Swords.


Suddenly, the only thing that mattered to furthering the game was getting people to look at it - and to a lesser degree to tell me what they thought about it. That trend has continued - and strengthened - over the last few months as we've gone from soliciting playtesting feedback to promoting the game, and back to feedback as I'm starting to develop the single-player/campaign mode.


So far, what I've learned about Reach and Impact is that they trade against each other fairly well - for instance a very targeted ad campaign will be incredibly effective, but it will only reach a handful of people. This is essentially what we've been doing with our in-person playtesting and demo/showcasing around the Denver metro area. We've met some awesome people and found some places to hang out that we probably wouldn't have otherwise, but we're limited to the number of people who also hang out in those places, and the laws of physics not allowing two things in the same space at the same time.


Alternatively, we could go all-in on virtual marketing like banner ads on Facebook and Board Game Geek. This will maximize the reach that we have, but it drops our effectiveness at getting to the people who would actually care about Dwarves with Swords into low single digit percentages.


Now, to get both means you have to put in about 10x the effort - and in most cases this effort translates directly to dollars, although there is a significant amount of ad customization that goes into targeting the correct audience with the images/videos. I'm limping along in that arena, while Courtney has charged ahead to make some awesome promotional material.


My part of this is to keep updating the game to be the best it possibly can be. I’m working on some ways to streamline combat and get rid of the learning curve, which hopefully I’ll be able to share in the next week or so. Separating the two parts like this will hopefully get us to a place where we can get both reach and impact without giving up things like sleeping.


So while that’s in the works, check out our awesome minis and let us know what you think!

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