PROMOTION
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Research Week - Day 3 - Should I Do A Demo?
4 years ago - Edited 4 years ago3,123 words
My intention today was to read a bunch of articles about how and when I should release a demo. I ended up getting through a single r/gamedev post-mortem and some of the comments before running out of steam!
Honestly, already this is getting mentally exhausting since I really don't enjoy the marketing side of things at all - a common sentiment among indie devs - so I might have to rethink how I go about it. Maybe doing like one day a week, or an hour a day, or something, rather than focusing wholly on it for five days in a row, as was the intention. We'll see.
Today, though, I want to try to answer a couple of questions that are currently acting as roadblocks for my development of Atonal Dreams:
When should I release a demo? and
What platforms should I release a demo on?
I'm at the point now with Atonal Dreams where the gameplay mechanics (battles) are pretty much in their final form, but they need testing, so I should probably get some feedback about them before starting on the narrative elements (plot scenes, more areas, etc). I'm unsure though whether this should be done as a public demo or as a private alpha test with a few chosen people (likely my patrons), and whether that should be on Steam or another easier-to-upload-to platform like itch.io.
So that's what I'll be looking into now.
Google, "indie game when should i demo"?! INDIE GAME WHEN SHOULD I DEMO??? TELL ME GOOGLE!!
The first result is a post in r/gamedev (feels like everything I need is in there so why look anywhere else, but whatever!), helpfully titled
∞ Should you release a demo of your game? A post-mortem for an indie game demo (with stats) ∞.
Wow, a quick skim shows that this is a long post with lots of data. "TL;DR: Yes", it begins.
Oh, Death and Taxes, I've actually seen a youtuber playing that!
∞ It's got almost 1000 reviews on Steam ∞, so it clearly sold quite a bit. Interesting, especially since it sounds from this post like they started from a place of complete anonymity (their Twitter account had like 30 followers, they said).
They talk about putting a demo on itch.io, and getting attention to it by being in the top 30 Most Recent section on the site.
We also decided (or rather, I did?) that I'd write devlogs on itch every week on Wednesdays and we'd release them right when (hashtag)IndieDevHour is happening on Twitter and other social media sites.
I've never heard of (hashtag)IndieDevHour. From
∞ indiedevhour.com ∞:
(hashtag)IndieDevHour is a weekly Twitter event, where people and companies from many game development and gaming related tags join in together to share experience, show their work, discuss various topic and just chat. Everybody is welcome!
Tweet using (hashtag)IndieDevHour tag every Wednesday from 7PM (UK time) to join the main event!
Oh hey, that's today! I don't really have anything to share today though, unfortunately. I wonder whether releasing my dev logs on Wednesday rather than the weekend might be a better idea? I've been noticing I tend to have a creative slump in the middle of the week anyway...
We got a few hundred views in total from all of that ...
Makes me wonder how worth it it is, though.
This post talks mostly about the results of the demo, though it's unclear to me the stage the game was at when the demo was released, which is the key concern for me at this point.
Interesting;
∞ the one video I saw of this game is also the one that they link to from this post ∞ and which seemed to be a huge boost for them. That youtuber (GrayStillPlays) gets a lot of views.
Death and Taxes was designed from the ground up as a game that would appeal to content creators.
...they note, in bold, and this has been very much on my mind these past few weeks. Content creators are crucial for achieving big audiences for obscure or nichey games, and Atonal Dreams isn't the kind of game that they'd be able to play with in the way that'd make for a good, casually-watchable video. I've been planning a couple of different projects specifically with how they'd be played by content creators in mind, and honestly I'm eager to get Atonal Dreams out of the way so then I can start work on them.
But that's for later. For now, I can't just drop Atonal Dreams, so I need to figure out how to make the best of it that I can. I'm just glad I decided to go down the Atonal Dreams route rather than devoting years to Divine Dreams!
As days came by, more and more videos about our game started to pop up. We're at 6 (I think) so far. And note that this has been completely organic. At this point we haven't done practically anything other than tweeting about our demo being available on itch.io and people finding it on their own.
This is important considering what I talked about in the previous post. They didn't push for any marketing; they barely did anything. But someone picked it up of their own accord and everything happened naturally.
A couple of problems here. Our first and foremost goal is to release on Steam. We did not have a Steam page ready for such a surge in visibility, as we weren't planning on starting our marketing push till the end of October. We also did not have a lot of materials ready for our storefront(s) and our website was still clunky af - the only thing there was the chance to sign up for a newsletter, not even a link to itch.io was there.
Key takeaways:
Would we have had the same kind of exposure if it would have been covered by a smaller content creator?
No.
Would we have had the same kind of exposure if we hadn't released a demo?
Nope.
Would we have had the chance for this kind of exposure without a demo?
Absolutely not.
Would we do something differently?
UM. YES. Have a better landing page, have a Steam page up, have the infrastructure ready to funnel views into the Steam page.
Also important: this kind of attention is like a lightning strike; rare in the first place, but so brief even when it does happen. If you have no way of 'capturing' the audience it draws in, then it might as well have not happened at all.
So I think I definitely need to have a Steam page set up ASAP,
before building up any attention, so then if people do hear about it and like what they see, they can wishlist it. Wishlists are used by Steam's algorithm to determine which games to show to browsing customers, and (I'm assuming) people who wishlisted a game get informed when it's released.
This article also talks about itch.io's featured list quite a bit though, and being featured highly in it, so it seems like having a Steam page set up
and some version - or page - on itch.io might be the best thing to do? I've also read that itch.io is way easier to set up on (no days of filling in damn forms with your dog's cousin's secondary social security number and stuff), though I don't know much about itch.io in general (I've never used it) so I'll need to look into that in more detail.
They mention excitement about how people seem to read the devlogs they posted to itch.io, because they got view counts of between 180 and 500. Really puts things into perspective! I've been feeling crappy for a while because these blog posts have
only been getting a few hundred views, but only because it's relative to what they used to get. A student fresh out of university with a small flat of their own would be overjoyed by it in a way that someone who'd just lost their mansion wouldn't be. It's all relative. But it's interesting that these devlog views were enough for this game to succeed.
They also mention some Twitter stats; mine are a bit higher (about twice as many likes).
We're only talking about itch.io for the new demo. Why? We still had no idea whether or not it's a good idea to release a demo on Steam. We're only talking about itch right now. There are a looooooooot of arguments, especially on r/gamedev that assert that it's not a good idea to release a demo for your game ESPECIALLY on Steam. I will be covering this in another post because 99% of those arguments are firm bullshit.
I've passively seen some chatter about how DEMOS ARE A BAD IDEA, and this is why I've been stalling for a few weeks, and why I felt the need to research it to maybe decide on something. I'm not familiar with those arguments, but I wonder how many are from developers who've attempted to release demos nobody was going to play anyway (bland, amateurish games like every other with nothing to draw people in), who are bitter about the lack of response and blame the method.
They mention that they got significantly more interest in a WebGL version of their demo on itch, which plays in the browser and as such doesn't require download, installation, etc. In behavioural psychology, there's a concept called
response effort, which I think about a lot. It's fairly commonsense: the harder something is, the less likely you are to do it. So if you want to maximise desired behaviours, make them trivially easy, and if you want to reduce undesired behaviours, put obstacles in the way (put the chocolates you're snacking on in a locked box, leave your musical instrument out right next to you). Flash games surely did as well as they did beacuse the barrier to entry was trivial; all you had to do was click on the game's page, and you could play it. WebGL allows for this too.
Would Atonal Dreams work as a WebGL version? I don't know. I wonder whether sites like Kongregate allow WebGL browser games these days. Hmm.
You should probably release a demo if you have no other way of generating visibility for your game and/or if you have a very limited marketing budget. If you're an indie dev and you have a first playable version out, at this point, unless you're being published, you probably will have zero resources to actually generate traction for your game. Posting into gamedev groups, having a Facebook (is it written FACEBOOK now instead?)/Twitter/etc. account is going to be an uphill battle because you're probably going to start out at zero. When we started at the end of August this year, we literally started at zero.
...
When you do decide to make a demo, make sure that you are showing enough of the game for your players to be interested in it, so you leave them wanting for more: don't show off everything you have. And likely, you won't be able to, because when you're thinking about a demo, a lot of your game is probably still unfinished.
...
Is there a winning formula for when to release a demo? Well, no. From other examples that I've seen, for example from u/koderski right here on reddit, or Crying Suns or Book of Demons: you should be releasing your demo before you release your full game, and then consider whether or not to keep it up after your game releases. If your objective is to generate traction I suggest getting a demo out rather sooner than later, but not at the expense of the full game.
Long quote! So there's (obviously) no simple answer to the question "when should I release a demo?". Atonal Dreams has its basic mechanics down, but essentially none of the story or explorable content implemented. Just a bunch of monsters to fight. Would this be enough for a demo? Would it be wise to release that on itch.io, and/or Steam now, and gradually update it as time goes on, to gradually build up traction? Or should I wait until the game is almost done first, so as to not lose any interest that might be attracted to it? That's a long while off, though.
Unfortunately, this doesn't make it clear. Let's see what the comments say.
I'm guessing this represents the general don't-do-a-demo standpoint:
A demo can help with visibility, but it can also eat up sales. This is something I have personally seen where sales just stop as soon as a demo is added where you might have thought they would improve. If your game does not have incredibly strong ability to convert people from demo to full version with very careful hooks to get them wanting to play more you will more likely make a demo that satisfies people enough that they do not feel any urgency to buy the full version. Of course having more visibility probably combined with overall higher units sold is probably better. Though I am still in camp no-demo since making a demo that converts well without making people angry is too hard for me. Your experience with demos may be more of an exception than the rule.
I ported MARDEK to Steam hoping it'd boost interest in Atonal Dreams, but it had the opposite effect because it scratched the itch enough that people were satisfied and left. Perhaps a demo would be similar? I suppose it depends on what the demo contained. Maybe it should have a bit of plot with a cliffhanger. Hmm.
Actually I suppose it depends a lot on the genre, too. Someone releasing a generic mobile-style puzzler with 100 similar levels in the final version and just 5 in a demo might be less likely to see conversions than a narrative experience which introduces some characters and a situation and leaves the player wondering what happens next. Hmm.
I see some arguing in the comments about
∞ a video from 2012 which talked about why demos are a bad idea ∞, which seems familiar to many of the commenters and likely strongly influenced their opinion on demos. It was refuted by the OP by saying it's irrelevant now and it wasn't even that relevant to small indie games then... Not worth talking about here. The anti-demo people aren't producing any (recent, relevant) data though.
The comments have redirected me to another article titled "The economics of making indie games are wack"; I'll keep that for later.
Someone says, based on their experience releasing a game:
Sending the demo to content creators, and being active on twitter where many of them can be found is one of the best ways to put more eyes on the project.
So that follows on from what I looked into yesterday.
On the other hand I have yet to play a full version of any game I downloaded a demo of. But maybe because I only download demos of games I am unsure about? The biggest problem for me usually is thinking how I will have to do the prologue part of the game again - so transferring saved game and showing the player they can continue from where the demo ended would is crucial for me personally.
Relevant for the demo of a story-based game. Makes me wonder whether a short, separate prologue demo for Atonal Dreams might be best (and my mind fills with ideas, like Collie learning the ropes from Savitr back at the Cloud-Clad Castle, or a micro-adventure of her own back at home after which she's accepted into the Cherubim), though that's (much!) more work.
The OP replied to say that even downloaded demos that don't lead to eventual sales at least help the algorithm to see the game as popular and promote it.
Another link to an article about a Kickstarter success... I'll save that for later.
Steam has a "Demo hub". If you release a demo you will get heavy visibility there, and I'm not making this up. In a few days we were up to 80k impressions simply because we had it up. I want to see how it peforms in a longer term, but mamma mia it has not disappointed so far. The competition in the Demo hub is much less than in the main Store hub so this makes sense. Your game will simply be more visible due to lesser saturation. So even if you do release a demo, you will get eyes on it. But do note that this is probably not the same "quality" of impressions and visits that you would get from external referrals or discovery queue or curators.
Interesting to note. And there's a lot of talk about how demos produce wishlist additions which lead to sales... but this is also being contested by other developers. The overall impression I'm getting though is that Death and Taxes dev is basing their arguments on real data and the fact that they have a decently appealing game (as the number of reviews on Steam now shows), whereas I don't know what the others have made but I suspect - based on statistics as much as anything - that their games aren't as inherently good.
This is a really long Reddit thread though, and again it's mentally exhausting combing through it because it's reminding how much of a mountain I have to climb, and how much I don't yet know. For the sake of my sanity, I think I'll end this now and maybe try to make a habit of looking into this for an hour a day or something, maybe with a post at the end of the week instead of just carrying on with this every day this week? I'll need to give it some thought. I suppose it'd make sense to do marketing research regularly though so then it becomes a constant background to how I think rather than something I avoid like the plague and stick my fingers in my ears la-la-la-ing about ("it'll all just work out somehow!!").
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