How To Get a Gamer To Discover Your Game -- Without Spening Money On Ads

If you learn and use the marketing techniques I'm about to teach you, you're going to know...

If you don’t learn how to market your video game, then it’s going to be very tough to find new gamers to play your game, talk about your game, and buy your game.

So, grab your favourite drink. Get comfy. And let’s learn how to market your video game so you can find new gamers....

Marketing Advice For The Game Dev Who Wants To Find New Gamers To Play and Buy Their Game

In a moment I’m going to share with you a 3 step action plan on how you can find new gamers so they eventually play your game, talk about your game, and buy your game.

But before you learn those techniques, there’s something important you need to know first...

How Do Gamers Discover Games on Their Own -- Without Being Influenced by Ads or PR?

Why do some indie video games come out of nowhere, and become hugely popular -- without any advertising or PR?

The obvious answer is, indie games take more risks, and aren’t afraid to experiment with game features and game play.

But that answer doesn’t explain WHY gamers are attracted to new games in the first place.

So I want to share with you an insight that is counter-intuitive. It’s going to stretch your brain, and make you look at your video game in a different way. And once you stretch your brain, you’ll discover how to find new gamers to play and buy your game.

Here what I want you to know...


Study on consumer behaviour, and how it directly impacts video game marketing
Study on consumer behaviour, and how it directly impacts video game marketing

In a 1980 study, Innovativeness, Novelty Seeking, and Consumer Creativity Elizabeth C. Hirschman Journal of Consumer Research Vol. 7, No. 3 (Dec., 1980), pp. 283-295, the researcher found something important I want to share with you.

They say this,

Study on consumer behaviour, and how it directly impacts video game marketing

"...individuals vary their choices among known stimuli, for example, by alternating their purchase of previously sampled brands".

So, what does this mean? Let me show you, here...

"Gamers Are Novelty Seekers"

This is where I want you to stretch your brain, and put yourself in the mind of a gamer.

The reason some indie video games come out of nowhere, and are hugely popular all of a sudden -- with very little or no PR or ads -- is because of novelty seeking.

There’s a group of people who get "gamer fatigue" easy, and seek out the new and exciting. Remember the scientific paper I cited above? Let me show you the quote again...

"...individuals vary their choices among known stimuli, for example, by alternating their purchase of previously sampled brands".

Let me rephrase it so it makes more sense...

"...gamers vary their choices among known games, for example, by alternating their purchase of previously sampled games".

In other words, a gamer will play a schwack of RPG games... or open-world action games... or a bunch of rogue-likes.

Then all of a sudden, these novelty seeking gamers will get what’s called "gamer fatigue". They still love playing those games.... but for some reason, they have an urge to seek out something new.

This urge is irrational. And it’s so strong that this novelty seeking urge motivates people to take risks and spend money on weird things.

"Novelty Seeking Gamers Are Getting Gamer Fatigue"

This is exactly what’s happening to open-world games. A lot of gamers are tired of empty worlds where they discover. They’re getting gamer fatigue. Just look at Assassin's Creed. Gamers love that series, but they’re getting gamer fatigue, and sales are lower because of it.

That’s when the novelty seeking gamers will "alter their purchase of previously sampled games". The pendulum swings in another direction. This is when YOU can take advantage of this pendulum swing.

Novelty seeking is a hired-wired emotional need. People go out of their way to fulfill that novelty seeking bug. It’s irrational. It motivates people to get up actively seek something new. It gets them to buy games they would have not tried before.

This is exactly why some indie games explode out of nowhere with no advertising or PR. Novelty seeking gamers found THEM.

"They Will Find YOU"

Do you see what’s going on here? Instead of you going OUT there and trying to get your game OUT there... gamers are itching to find YOU. This novelty seeking behavior is so strong, that if you can take advantage of this, you don't need to spend money on ads or PR.

This is the insight I want you to learn...

Instead of trying to get YOUR game out there, learn how to get gamers to find YOU. Trying to get your game out there costs money -- it costs money for ads, PR, commercials, sponsoring youtubers, banner ads, etc.

A better marketing strategy is to do the counterintuitive thing, and focus on getting gamers to FIND you. This is how you can essentially do your marketing for free.

So how does knowing this help you find new gamers? How do attract novelty seeking gamers? How do these novelty seeking gamers find you in the first place?

Let me show you exactly how to do that, in the next section....

How to Find New Gamers Without Spending Money on Advertising or PR:

A 3 Step System To Find New Gamers To Play and Buy Your Game

I’m going to take everything you just learned, and show you how you can use it in the real world, to marketing your video game. This technique will help you get a gamer to discover you without any use of ads or PR.

Here’s exactly what to do...

Step 1: Name 10 Features About Your Video Game

It’s important that you look hard, and find 10, and no less. Why? Because I want you to discover a new insight about your game... I want you to see your game in a way you haven’t seen before.

Basically, I want you to discover what’s novel about your game.

The first 3 or so features will be easy to come up with. The other’s will be harder to think of. But THAT is where you’ll find your insights... that’s where you’ll make new discoveries about your game, and find that novel feature.

So push yourself, and keep looking for at least 10 features.

Step 2: Out of Your 10 Features, How Many Have Been Done Before?

So, now you have a list of 10 features your video game has. Out of all of those features, how many have already been done before?

I’m not asking you to throw away those features that have been done before. Keep them in your game. But what I want you to watch out for in this step is to find a feature no video game is taking advantage of.

Step 3: Pick Out 3 Features That Haven’t Been Done Before -- And Showcase That

Remember, gamers want something novel. They are attracted to the new, the shiney. They will go out of their way to scratch that itch and will pay money to take a risk and play something new.

For example, Binding of Isaac and Spelunky. They took a risk, and they focused on what was new and novel about their game: rogue-like video game with replay-value.

These two terms, rogue-like and replay-value may sound innocent or not important. But remember, stretch your brain, and think like a novel seeking gamer. Those games became popular because they focused on those two little features... and those two features were what novel seeking gamers wanted.

But hold on!

It’s too late for you to take advantage of these features -- that’s because Rogue-like and Replay Value isn’t novel anymore.

But my goal here for you is, to help you find your own "Rogue-like" or "Replay-Value". I want you to keep searching for that feature that is novel and new.

Still stuck? Keep reading...

How To Find New Gamers To Play and Buy Your Game By Being Novel and Without Spending Money on Ads and PR

If you want to find new gamers to play your video game, without spending any money on advertising and PR, then you need to take action right now and do the following exercise.

What I want you to do right now is, get out some paper and a pen, or open a word doc. On the top, I want you to answer me this question:

Name 10 to 25 Features About Your Video Game

Remember, keep going until you get at least 10. For bonus points, get 25. I’m serious. The more you understand your video game, the better chance you’ll discover a feature that no game dev is taking advantage of.

Your goal is to find a novel feature.

Remember, gamers want new and novel. If you want free attention, if you want gamers to spread word-of-mouth, if you want them to post your game on reddit, put up Lets Plays on Youtube, or stream it on Twitch for some free promotion, then you have to discover something new that no game dev is taking advantage of.

So, take the next 30 minutes and answer this question. And I promise that you’ll discover a new insight about your game so you can attract gamers that are searching for the new and novel.

Name 10 to 25 Features About Your Video Game

Do this exercise right now, I promise you that you’ll discover something new about your game that nobody is doing, and will attract new gamers to play your game... talk about your game... and buy your game... without you having to spend money on ads and PR.