Game announcements are always a highlight of the video game industry, but it's clear that publishers often struggle to manage the attention they're given. Comparing the energy invested in unveiling a game with the interest that's sustained afterward can be disheartening. In essence, Summer Game Fest is just the beginning of a more demanding journey for game creators.
With a three-decade career in the video game industry, I’ve watched the evolution of communication strategies unfold. Unfortunately, there’s an urgent need for publishers to modernize their approach. Creating an impressive trailer is no longer the top priority — it’s just the beginning. The real challenge comes after the announcement, and data shows that most publishers are skipping important steps.
I focused on 148 titles that were showcased at the last Summer Game Fest and found that nearly 33% of them went through at least one key marketing strategy after their announcement. Here are three strategies that publishers should adopt immediately.
1. Creating a Destination Website
Having a unique website is crucial. This website, separate from pages on platforms like Steam or PSN, can be the hub where players will go for information and to pre-order the game. It also allows publishers to collect data about their audience.
Through their website, creators can acquire email addresses, drive traffic to their social media pages, and encourage players to actively participate. Most communications should include the website address, which must be properly registered and updated in a timely manner to stand out in searches.
2. Continuous Social Content Creation
After the trailer is released, publishers should expect a continuous stream of content on social media. Players want to see more — not just the initial trailer, but also gameplay clips, behind-the-scenes footage, and social elements that will excite them.
Expectation management is key. Players need a clear picture of what the game offers, otherwise it can have a negative impact on their interest. So far, only 111 of the 148 games analyzed have followed up with additional content with a social dimension.
3. Creating a Community via Discord
Creating a Discord server is a way to communicate with players on a daily basis and is a great tool for building engaged communities around games. With the right strategy, the community can grow organically and connect with other players.
So, to sum up, it seems like a large percentage of games are missing some of the fundamental steps suggested. However, there are also several standout examples, such as Elden Ring and Aion 2, that have brought success to the process.
Don't forget that Summer Game Fest is just the beginning. The real challenge is to keep the audience's attention and build invested relationships with players.
## TechNoid.gr's opinion
The need to facilitate relationships between publishers and players is more urgent than ever. Strategic community development and active audience participation can ensure the sustainability of any new game. Properly leveraging tools like Discord and creating trustworthy websites will enhance the overall player experience. The future will bring more ways to connect, and companies that adapt early to change will benefit the most. Success in the video game space is no longer just a matter of innovation, but also of strategic communication.
