How to Drive VR Game Sales: A Comprehensive Marketing Guide
INTRODUCTION
VR Studios are driven by passion, fueled by the desire to create captivating virtual reality experiences that resonate with players and elevate their standing in the VR community. However, the journey from envisioning a groundbreaking VR game to successfully launching it can be a daunting challenge, filled with uncertainties and roadblocks. Many talented developers find themselves caught in the web of marketing intricacies, lacking industry connections, and grappling with the fear of creating a masterpiece that might go unnoticed.
At Clique Games, we understand these challenges all too well. With over 20 years of combined experience in the VR industry and collaborations with industry giants like Meta, Pico, Pimax, Sony, and others, we've successfully navigated the complex landscape of VR development and marketing. In our first two years, we've published over eight VR titles, bringing two to the Official Meta Quest store within 18 months.
THE FRUSTRATION OF UNREALIZED POTENTIAL
Imagine having poured your heart and soul into crafting an extraordinary VR experience, only to find it drowning in the sea of anonymity. Picture the frustration of being unable to focus solely on the creative process due to the overwhelming demands of marketing, community building, and the myriad other tasks that accompany game development. Or maybe you don’t have to imagine…
This frustration is not unique to you; it's a shared sentiment among VR Studios striving to balance creativity with the harsh realities of the industry.
THE CLIQUE GAMES APPROACH
At Clique Games, we believe that exceptional VR experiences should not only be created but should also effortlessly be found by their audience. Our approach is rooted in three fundamental pillars:
1. Evaluation and Optimization
We begin by thoroughly evaluating your title, providing recommendations to optimize its appeal to the public. This ensures that your game stands out in a crowded market, grabbing the attention it deserves.
Examples:
Rogue Ascent: Through meticulous evaluation, we identified and highlighted its unique hand-tracking feature, setting it apart in the VR landscape.
Monkey Doo VR: By optimizing the game's monkey-centric VR experience, we captured the essence that resonated with the target audience.
2. Publishing and Porting
Once your title is polished, we facilitate its seamless transition to the largest platforms and marketplaces worldwide. This includes strategic publishing and effective porting, ensuring maximum visibility and accessibility.
Examples:
Dragon Fist: VR Kung Fu: We strategically navigated the publishing process, placing the game on platforms where martial arts enthusiasts and VR gamers converge.
Rogue Ascent: Effective porting opened new avenues for players to experience the game, expanding its reach and impact.
3. Branding, Marketing, and Community Building
Our commitment doesn't end with publishing; we actively engage in branding, marketing, and community building. This creates a robust ecosystem around your title, maximizing both initial and ongoing revenue.
Example:
Dragon Fist: VR Kung Fu: Leveraging a targeted marketing approach, we built a community around the free to play pre-launch playtest (not just the full game) -- ensuring increased users, sustained interest, and revenue.
Now, let's get into the actionable tips that can transform your VR game from a hidden gem to a celebrated success:
1. Discover "The Thing That Sticks"
Identify the unique feature that sets your VR game apart. Clearly articulate this defining element in a single sentence.
In the crowded landscape of VR gaming, Rogue Ascent unveiled a groundbreaking feature that became its standout identity—a full roguelike shooter experience meticulously crafted to be controlled solely with hand tracking. This innovative gameplay approach not only differentiated Rogue Ascent from its peers but also showcased the limitless possibilities of immersive hand-tracking technology. The transformative experience of wielding virtual weaponry through hand gestures became the "thing that sticks," capturing the attention of players and setting Rogue Ascent on the path to VR gaming success.
2. Strike a Nerve with Players
Understanding the desires of your target audience is key to crafting a VR game that resonates. Tailor your marketing efforts to appeal to specific interests.
With a keen understanding of the pulse of martial arts, VR Fighters, and Kung Fu movie enthusiasts, Dragon Fist: Kung Fu VR tailored its marketing to deliver an authentic virtual martial arts experience. By catering to the specific interests and desires of this niche audience, the game struck a powerful chord, resonating with players who were passionate about immersive martial arts gameplay.
3. Choose a Unique Marketing Angle
Crafting a memorable marketing message is crucial in standing out in the crowded VR space. Your unique angle should accurately represent your game and leave a lasting impression.
Breaking away from conventional models, Monkey Doo VR embraced a free-to-play strategy, transforming the VR gaming landscape with a unique blend of humor and a cheeky marketing approach. The game's daring use of poo poo puns not only reflected its entertaining and light-hearted nature but also strategically leveraged humor to capture the attention of a broader audience. By adopting the free-to-play model, Monkey Doo VR eliminated entry barriers, inviting a diverse player base to experience its whimsical world.
This unconventional and playful marketing strategy not only resonated with players seeking an amusing VR experience but also contributed to making Monkey Doo VR a standout title in the competitive VR gaming sphere. The fusion of a free-to-play model and clever humor became the game's distinctive "thing that sticks," solidifying its position as an engaging and accessible VR experience.
4. Showcase Distinctive Visuals
Create visually appealing assets that highlight one or two defining features of your game. Ensure these visuals are consistent and easily recognizable across all marketing materials.
As ironic as it is, I’ll leave this section blank to show just how jarring it can be to lack visual consistency. If every other part of this blog has an image, but this part doesn’t? Well, pretty hard to notice this section as part of the blog right?
5. Engage Influencers and Media Outlets
Influencers and media coverage can significantly amplify the reach of your VR game. Crafting concise and engaging pitches that highlight your game's unique features is crucial.
The marketing strategy for Frenzy VR was a masterclass in leveraging influencers and embracing the power of social media. Instead of traditional approaches, the game adopted a dynamic strategy by tapping into the viral potential of TikTok. Consistently posting one video per day, Frenzy VR harnessed the platform's engaging format to showcase the game's unique selling points. The videos not only highlighted the innovative physics-style combat but also provided bite-sized glimpses into the adrenaline-pumping action, captivating the attention of a diverse audience.
The decision to focus on TikTok proved to be a game-changer, as the platform's algorithm-driven content discovery led to increased visibility. The daily posts created a sense of anticipation and excitement, turning Frenzy VR into a trending topic within the VR gaming community. This strategic use of influencers and social media not only drew attention to the game's innovative features but also translated into extensive coverage as influencers and users alike shared their Frenzy VR experiences. The result was a perfect storm of virality, showcasing how a well-executed social media strategy can propel a VR game into the spotlight, reaching new audiences and generating widespread interest.
6. Build a Robust Online Presence
Establishing a strong online presence through social media, forums, and game-related communities is fundamental to your VR game's success.
By actively fostering an online community, Clique Games has successfully created vibrant spaces for enthusiasts on platforms like Discord. Leveraging the power of Discord, Clique Games utilizes a multifaceted approach, including hosting events, giveaways, contests, and other interactive activities to bring users together. A unique aspect of this strategy involves empowering dedicated users to become moderators, ensuring community sustainability with minimal effort from the development team.
As of 11/22/23, Monkey Doo VR Discord boasts an impressive 10.2k members since its launch in January. The strategic utilization of Discord has not only facilitated communication but has also nurtured a lively community around the game.
Additionally, the Dragon Fist Kung Fu VR multiplayer playtest, initiated in late summer '23, has successfully garnered 8.7k Discord members. This growth signifies the effectiveness of community-building efforts, showcasing the importance of a robust online presence in creating and sustaining interest in VR games.
Transforming Frustration into Success
For VR Studios grappling with the frustration of unrealized potential, partnering with Clique Games opens a transformative path. By following our proven plan, you can avoid negative ROI, denial from official stores, and funding challenges. Instead, gain stature in the VR industry, explore new opportunities, and be recognized as a top VR Studio.
Through this transformation, VR Studios evolve from uncertain creators to respected entities, set up for present and future success in the dynamic world of VR gaming.
Click Here to Download Your Free VR Game Pitch Deck Templates
If you're ready to take the leap and partner with us, pitch your project to help us understand your challenges. We'll be in touch shortly after to guide you through the journey.
In the meantime, discover how we turned Rogue Ascent from a meek Kickstarter campaign to launching on the Official Meta Quest Store below.
Calling all VR Game Developers!
Introducing "Zero to Launch: How to Market Your VR Game from Scratch" - Your comprehensive guide to achieving VR game marketing success.
In this valuable PDF, explore the transformation of Rogue Ascent - from an initial demo to a prominent spot on the Official Quest Store. Brandon Egolf, Founder of Clique Games, unveils the strategic steps.
Work on Your True Passion--Not All the Other Stuff
Your devotion lies in crafting amazing VR content, not the intricacies of marketing. Imagine a realm where a publisher handles the grind, empowering you to perfect your virtual wonders.
Ready to Begin? Download the PDF now and pave your path from conception to launch.
