The Steam digital distribution market is flooded with hundreds if not thousands of indie games every year. What makes Wayward Terran stand out?

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Ashlee Wright
5 years ago
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3 Value Prop The Steam digital distribution market is flooded with hundreds if not thousands of indie games every year. What makes Wayward Terran stand out? Customizable ships (and everything else) Gather, trade, and loot the resources you need to build a spaceship to your exact specifications. Infinitely large open game world Procedurally generated, goes on forever Dark, sarcastic sense of humor Guided by One, a sentient AI that has nothing better to do than to toy and manipulate you out of sheer boredom First 10 minutes of the game, AI deliberately misleads you into blowing your ship up by flying into an asteroid, then mocks you for your stupidity

4 Google Analytics Traffic Data (US) Three Weeks leading up to Sale AVERAGE TRAFFIC-TO-SALES CONVERSION RATE: 2.24%

Persona #1: Meet George Needs and Goals I want a game that will challenge me I want a game that will reward me for the time I spent with it Challenges Distrustful of game s media. Values money.

5 Persona #1: Meet George Needs and Goals I want a game that will challenge me I want a game that will reward me for the time I spent with it Challenges Distrustful of game s media. Values money. Hates microtransactions. Limited free time Behaviors Detail Oriented Autistic hyperfocus Heavy social media user, uses twitter and reddit Games Frostpunk Star Citizen Stellaris Eve Online Space Engineers

6 GLORIOUS PC MASTER RACE

Persona #2: Meet Dan Needs and Goals I play games to enrich my life and broaden my worldview I'm excited about the potential of games for storytelling Challenges Likes to learn

7 Persona #2: Meet Dan Needs and Goals I play games to enrich my life and broaden my worldview I'm excited about the potential of games for storytelling Challenges Likes to learn about games by word of mouth Responds to games that provide something new Games Behaviors More diverse set of hobbies than George FTL: Faster Than Light Rogue LEgacy Fez Limbo Bastion

8 GAMES ARE ART

Other demographic similarities Single men between the ages of 18-34 Reside in the United States

9 Other demographic similarities Single men between the ages of Reside in the United States College educated Work in fields like: Production Administrative Services Sales IT and Technical Services

10 Main Objective Determine viability of three different channels to drive sales and awareness of Wayward Terran Tactic 1: Social Media Ads Tactic 2: Influencer Outreach Tactic 1: Facebook advertising Tactic 3: SEO Changes

11 Tactic 1: Social Media Advertising

12 Tactic 1: Social Media Advertising Objective: 1) Determine the viability of paid Facebook ads over two weeks with a $40 daily budget 2) Find audience for WT: Games Are Art Dan or PC Master Race George, and what creative works best 3) Set benchmark metrics for a paid social media campaign Main KPIs: Maintain a conversion rate (Add to Cart/Wishlist) of 0.25% (Gamasutra) Secondary KPIs: CTR. Are people clicking on the ads? CPC: How much can I reasonably expect to pay for people to click on them Conversion rate for landing pages: Keep at 10% CPM Bidding, optimize for clicks Top OF Funnel Targeting

13 The Ads

14 Landing Pages

15 USER FLOW Landing Page A (Without Lightboxes) See the Ad on Facebook Do I click? Do I click? Landing Page B (With LIghtboxes) Steam Store Page ADD TO CART ADD TO WISHLIST

16 7.23% We more than doubled our conversion rate in the first weekend of the sale alone CTR: 2.941%; CPC: $0.295 Net sales: $503.72

Top of Funnel Targeting: 6/22 to 7/4 CTR:2.291% CPC: $0.339 Units sold: 79 Net sales: $1421.21 Ad spend: $361.28 Net Sales: $1421.21 (79 units * $17.

17 Top of Funnel Targeting: 6/22 to 7/4 CTR:2.291% CPC: $0.339 Units sold: 79 Net sales: $ Ad spend: $ Net Sales: $ (79 units * $17.99) ROI = 74.26% Audience: PC Master race won slightly, but not stat sig. PC Master Race:CTR: 2.190%; CPC: $0.321 Games Are Art: CTR: 2.234%; CPC: $0.328

18 Conversion Targeting Lets see what happens when we go deeper...

19 KPIs: Conversion rate: 12 units / 148 = 8.1% PC Master Race did not fire the pixel. CTR: 1.54% CPC: $1.20 Games Are Art CPR: $7.89 CPA for PC Master Race: $2.87 CPA for Games Are Art: $2.63

20 Conclusions and recommendations Relaunch the campaign with CPC bidding in US and Eastern Europe during non-sales period Rotate ads and copy Do a conversion targeting campaign after WTF has built up more of a following Try Conversion targeting for Games Are Art crowd

21 Tactic 2: Influencer Outreach

22 Tactic 2: Influencer Outreach Find people on the internet who Games Are Art Dan and PC Master Race George trust, and get them to say nice things about us Objective: Reach out to 50 youtubers with gaming channels over two weeks Main KPIs: Response Rate percentage Steam Key Activation

Potential Influencers OverEnglishMan Reviews games like FTL: Faster than

Does reviews in a victorian English accent 27,016 subs Pushing Up Roses

indie games 61,490 subs Former contributor for Channel Awesome Known for

23 Potential Influencers OverEnglishMan Reviews games like FTL: Faster than Light, XCOM 2: Enemy Within, Shovel Knight. Does reviews in a victorian English accent 27,016 subs Pushing Up Roses Elementalfact0r Mostly focuses on Terraria Has a playlist dedicated to indie games 61,490 subs Former contributor for Channel Awesome Known for her reviews of retro PC games Also has reviewed Stardew Valley, Grim Fandango, Monkey Island 110,330 subs

24 Some things we can do in return Free copy of the game (Steam key) Access to content update Content Curation: Broadcast their content, and tell our social media following to subscribe to their channels

25 Tactic 3: SEO strategy

26 Most of the people looking at the game find it through organic searches (9%) Site looks great but is poorly optimized. Takes too long to load Misses small but crucial data that web crawlers use to index web pages Some pages are defunct. Forum page shuttered due to russian bot infestation

27 Recommendations - Get the website traffic-ready 1. Revamp the website on a different platform with a built-in SEO infrastructure 2. Add in missing SEO data using keywords like: - indie games space rpg games for pc - open world space game pc 3. Install and SSL certificate and register an XML sitemap with Google Webmaster 4. Remove inline CSS, alt-tags for all the images

28 Recommended Changes Before After Changes Title Tags Before: <title> Wayward Terran Frontier</title> After: <title>wayward Terran Frontier: indie space rpg game on steam</title> Changes: New title tag needs to have keywords, fewer than 70 characters

29 Recommended Changes Before After Changes After: <meta name="description" content="wayward Terran Frontier is an indie game on steam early access. It's an open world space rpg game for pc. Find out more here on our site and on Steam."/> Change: Previous meta description didnt have keywords. The new one includes keywords, and is fewer that 160 characters (150) Meta Description Before: <meta property="og:description" content="homepage for the game Wayward Terran Frontier" />

30 Recommended Changes Before After Changes Heading Tags Before: None After: <h1>wayward Terran Frontier. Play now on Steam.</h1> <h2>a nerdy little indie space game where you fly around the universe blowing up spaceships with missiles and get harassed by a sentient AI with nothing better to do but torment you.</h2> Another box we can check off is header tags, which are missing from the original website

31 And remember: Thank you! Fly Into the Void Try not to Die Die a Lot

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