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9 Jan 2015

Indie Game Marketing: Get To Know Plague

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No, don’t get to know a plague: rather, get to know Plague, one of the newest social networks starting to pick up a little steam. It’s unlike any social network you have probably used before, in that the idea behind the network is to spread information like a plague. Here’s how it works:

Plague doesn’t have any followers, you don’t have a username, a profile, or other features that have become a staple in social networking. When you share information, the four people that are closest to your location and are currently using the Plague app will see the ‘plague’ you sent out in their current messages. From here, the receiver can either opt to kill the message or pass it on to the next four people closest to their location that is also currently using the app.

See how it works? If enough people opt to spread your message, it can essentially be spread to countless people around the world. There isn’t a lot of people using Plague at the moment, but the potential to market your indie game using this unique social network is certainly there. In fact, indie developer Mike Rose actually experimented with using Plague to market his indie games, and the results are pretty surprising.


What worked best for Rose

Rose tried a few different methods for spreading awareness about his indie studio. For starters, he tried to make a message go viral that had a few Steam codes attached to it. It didn’t work as well as he had hoped, as only a few people spread the message. What worked best for Rose was two things:

  1. Posting general information about his studio and games.
  2. Posting a trailer for his studio’s newest game.

Rose mentions that when posting general information about his studio and games, the best messages were the ones that were crafted as a personal message to Plague users. In other words, it didn’t ask users to pass the message on, nor did it read like a press release or another mindless marketing message. Thus, intimacy is key when it comes to making Plague work for you. Feel free to promote your indie studio and game, but ensure that the message comes across as if you are doing the user a favor by telling them about your studio and games.

Rose also mentions that the best method for promoting his brand was by posting a trailer for the studio’s new game. By posting a link to the trailer along with text that said something like, “this game is coming out soon, let us know what you think,” spread to over a hundred people. It may not seem like much, but that’s pretty incredible currently for Plague.

With just a few simple messages, Rose spread the word about his indie studio and upcoming game to over a hundred people. Some methods didn’t work as well as others (such as including Steam codes into messages), but in the end that doesn’t matter. For such little work on Rose’s part, it’s pretty amazing how many people were exposed to his brand.

Plague isn’t even close to being the powerhouse like other social networks such as Facebook, Twitter, Instagram, etc. Even so, this social network could blow up. Before it potentially does, try marketing your brand using this unique social network. Maybe you will have some luck, maybe you won’t, but as Rose has proven, there is a possibility to expose new people to your brand with just a few simple messages.

Have you used Plague? Let us know what you think about it in the comments below!

Source: Gamasutra

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