Ultra Promotion

Dec 7, 2015

Ally Eastman

Hey everyone! I’m Ally. This is my first dev blog for Ultra Gods. Somehow I have flown under the radar. To be fair, I have made sure that the dev blogs have a thumbnail, are as grammatically correct as possible and are delivered on time since the very beginning.

If you have not seen our ‘Get to know the yetis’ series, I will give you a quick run through of what my role is in Ultra Gods. I am the marketing manager and one of the web designers in our team. This role entails social media research, reviewing analytics and creating and posting our content. It also has involved designing two different websites - the first being a Wordpress website (which really did not include much design - more just content management) and our second and most recent website - a static website which is a much ‘prettier’ version of our original website.

What I thought would be most interesting to share is more context to the marketing behind Ultra Gods. We have been marketing this game for 24 weeks (the first 13 weeks not being as intense). We have one remaining week before Ultra Gods will be graded by our University, however we are extending our strategy until the week after that.

About 24 weeks ago, my marketing assistant and I began documenting a marketing strategy for a 13 week period. We prioritised what we had to define and research. We decided to thoroughly research our target audience (13 to 17 year olds) specifically looking at what social media platforms are favoured. We also researched what would be the most appropriate publishing methods for Ultra Gods. Originally, Steam Greenlight was the method we preferred, but due to lack of resources we have moved to publishing Ultra Gods on itch.io. We also came up with approximately three different marketing milestones. The chosen marketing milestone is a Round Robin competition at our University’s theatrette. We will be posting more information on this event in the near future!

As expected with any strategy, plans change and revisions are made to make the strategy even more suitable. For example, we scheduled a specific type of content to be posted on our Facebook page each Friday. This was called ‘Fill in the blank Friday’ and a sentence would be created with a blank, prompting our audience to fill in the blank in the comments. At the beginning, the participation was quite successful but as time went on the participation lowered, so we decided to remove this specific content from our strategy. We have also gradually moved from quantity to quality with the type of content we post.

A part of being the marketing manager for Ultra Gods has involved reviewing our social media and web analytics at the end of each week. I have actually learnt so much from this process - it is really interesting to see statistics on our audience. I thought i’d share a few screenshots of our analytics!

Facebook Statistics

This is a quick overview of our Facebook page likes, post reach and engagement for the review 23rd to the 28th of November. In this particular week, we posted a gameplay teaser trailer that had a generous amount of shares and views. The amount of shares contributed to a large amount of post reach. The amount of engagement in that week is not a good representation of how much engagement we usually receive. It is quite possible that during this week our content was not as engaging as previously.

Facebook Statistics

These statistics are of our fans on our Facebook Page (115 page likes). Our target audience is meant to be 13 to 17 year olds, however the largest group in our fans is 18 to 24 year old males. It is also quite interesting to see what languages our fans have set - two of them are in English (Pirate) haha!

We also have been reviewing our Twitter and Instagram Analytics. These two accounts have the largest amounts of followers compared to our other social medias. Due to this, we receive a good amount of engagement per post. I believe Twitter to be most interactive in nature.

The analytics for our website have been a bit of a rollercoaster. The content that gets the most views to our website is what I am writing currently - our blog posts! These are generally posted on a Monday - so when you review the analytics, there is a spike.

Website Analytics

These are the web analytics from the previous week. On Monday we posted our Dev blog and on Tuesday we announced the release of our website. Throughout the rest of the week - there was no direct call to action to our website.

I could keep talking about our audience and the levels of engagement, but I believe what I have mentioned today gives a generous overview to what kind of statistics we receive on a weekly basis.

If you are ever creating a marketing strategy the three most important components to consider are research, engagement and interaction. I also recommend reading Jab, Jab, Jab Right Hook by Gary Vaynerchuk to understand how to optimise these components.

I can’t wait to see the reaction of our audience when we release the game on itch.io, hopefully our loyalty to them will result in them enjoying our game we have tirelessly worked on.

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