A few weeks ago, we hosted a webinar on Driving Sales for Christmas with Matt Hitchcock and Richy Pears from Game Republic affiliate, Other Things. This 30-minute session, followed by a lively Q&A, was packed with actionable marketing insights—not just for the holiday season, but for year-round strategies as well. Here, we share some of their top takeaways from the event. This webinar was part of Game Republic’s 2024 events program, supported by our official partners Barclays Games, Red Kite Games and Escape Technology. Game Republic members have access to the full webinar recording; if you’d like to watch it, just get in touch!
Background: Other Things Success
For context, Other Things recently helped promote the game Squirrel with a Gun, achieving millions of launch trailer views online (and over 2.6 million views on TikTok alone). Matt Hitchcock, Managing Director and co-founder of Other Things, explains:
“We help gaming studios and publishers get their games noticed and drive sales. We work with a range of games studios and publishers, providing services like trailer production, video content creation, website design, branding, influencer and social media management, and all sorts of marketing and strategy things. Our mantra is simple: You make the games, we do the other things.”
Why Christmas is the Perfect Time to Market Your Game
Christmas is an ideal opportunity to market your game, thanks to several key buying behaviours that peak during the holiday season. Here’s why:
1. Gift-Giving: Video games make great gifts, and sales spike during the holiday season. In fact, video game sales increase by 80% during Christmas. People are looking for deals, last-minute gifts, and exciting new content.
2. Extended Buying Window: The buying window stretches from Black Friday (Nov 29 this year) through to the New Year. This extended period gives you more time to reach potential buyers, including those who might receive gift vouchers or new consoles.
3. More Playtime: During the holiday period, people have more free time to play games—whether it’s alone, with family, or friends.
4. New Devices and Game Releases: Many gamers receive new consoles or game-related gifts, making it a prime time for them to explore new titles. To maximise your impact during this time, it’s crucial to align your marketing with these behaviours.
Is Christmas Marketing Right for You?
If you’re launching a new game, timing is key. Smaller titles may struggle to stand out against bigger releases, especially if you don’t have a significant marketing budget. Big names will dominate the holiday window, and your game could get overshadowed. However, if you can approach your campaign from multiple angles and have a solid marketing plan, there’s still a chance to get noticed. That said, it’s important to remember: Don’t rush a release to hit the Christmas market if it’s not ready.
As Shigeru Miyamoto famously said, “A delayed game is eventually good, but a rushed game is forever bad.”
If you can’t compete with big-budget titles, consider pushing your release into January or February when the market is quieter. Christmas isn’t Just About New Releases The holiday season isn’t only for new releases; it’s also an excellent opportunity to boost the visibility of existing titles. Here’s how:
- Update Your Store Pages: Refresh your game’s store art, trailers, and promotional materials to catch the eye of potential buyers.
- In-Game Updates: For live games, themed in-game events can drive engagement and create a festive atmosphere.
- Leverage the Calendar: Don’t just focus on Christmas—think about other calendar events (e.g. New Year’s, Chinese New Year) as opportunities to refresh your marketing and offer promotions.
Tips for Marketing Your Game (New or Existing)
If you’re looking to boost sales over the holidays, here are a few key strategies:
1. Create a Seasonal Trailer: If you’re promoting an existing title, a new trailer is one of the most effective ways to reignite interest. Show off any new features, updates, or promotions tied to the holiday season.
2. Offer Discounts and Bundles: The holiday season is synonymous with sales. Offering discounts or bundles can increase perceived value and encourage purchases. For example, a two-for-one deal on a co-op game could make for a great gift.
3. Highlight Gifting Options: Make it clear how easy it is to gift your game digitally, whether through Steam, Xbox, or other platforms. Last-minute shoppers will appreciate the convenience.
4. Seasonal Content and Exclusive Offers: Introducing seasonal in-game events or exclusive content can re-engage existing players and attract new ones. It’s an excellent way to keep the game fresh and relevant.
5. Engage with Your Community: Consider involving your community in the holiday fun. Whether it’s through social media contests, fan-created content, or influencer collaborations, community engagement can amplify your efforts.
Bonus Tip: Think Beyond Christmas: Many of the strategies discussed can be applied year-round, not just during Christmas. One powerful approach is to localise your store pages. Even if your game isn’t fully localised, offering language options (e.g. Simplified Chinese) can open up new markets and increase your reach. Additionally, don’t forget to utilise social media to promote your holiday campaigns. Engaging content can be amplified by your community, helping it reach a wider audience.
Case Studies on marketing your game
- Vampire Survivors: Released during the holiday window, this indie hit succeeded thanks to a sharp focus on marketing. Despite being a small team, they allocated significant resources to marketing, ensuring the game stood out amidst the competition. The result? Success!
- Dig VR: Leeds-based Just Add Water made the strategic decision to delay the launch of their VR game Dig VR to avoid competing with the much- anticipated Batman: Arkham Stories. A smart move—sometimes, it’s better to avoid direct competition with heavy hitters.
- Squirrel with a Gun: Recently, we produced a successful launch trailer for Squirrel with a Gun, demonstrating the power of creating engaging marketing material that resonates with your audience.
Key Takeaways
- Refresh Your Marketing: Keep your promotional content fresh, especially store art and trailers.
- Offer Sales and Discounts: Take advantage of the holiday discounting frenzy.
- Seasonal Content: Tie your game’s content to the season to attract and retain players.
- Think Beyond Christmas: These strategies can be used all year round, leveraging seasonal and cultural events to boost engagement.
To find out more about Game Republic’s webinars and upcoming events, get in touch, join our Great Northern Games Discord, or become a member of our network to attend future Game Republic events online and in real life!
