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he says oh three one two three okay I think we can start can you hear me yes so hello I'm killed by Russian ski from 11-bit studios and today I will tell you how to manage your game lifecycle that's my day to day job like I'm being business development manager so I'm responsible for earning as much money as we can and to get your attention at the beginning I will give you some scary numbers only in 2018 9300 games were added on Steam that's really a lot I have graphical representation for you that's basically your game comparing to all the other games that we have fun Steam and that's basically the visibility you will get just releasing the game on Steam however the problem is even bigger because in total 30000 games were released on Steam and the Dead number actually exclude DLC software videos so the 30000 games on Steam competing with you each day each minute each sale each time that you want to get some visibility so using the graphical representation from from before that's basically your game the small red dot it's you and your game on the moment of the lounge and actually it's even getting worse than that because in 2017 half of the total income half of the total income on Steam was divided through 100 games so it means that it's really hard to get that one one pie one slice of the pie however the good thing is that each year the pie is getting bigger and bigger actually when we are one of the few industries in the world that's really growing it here and it here it is true that there are more players there spending more etc etc of course for example on Steam some new users are only buying player unknown but at some point they have to buy the next game I hope so at least so that's that's it that that that's you that small small dot but only comparing numbers in terms of size it's getting even harder to get the attention so what to do not if you don't want to die that's the very crucial questions and I guess most of you are indie developers and you want to release the game that will be successful but it's sadly it's not so easy so I will tell you some tips that could be useful I hope at least with with analyzing your game not only from the development point of view which is crucial of course but sadly there are a lot of good games really good interesting indie games on Steam that salt like 1000 copies and that super set and sadly that's true nobody basically my job is to know all the games on Steam but I have no time to browse through all the games that are releasing daily it could be even 70 100 games on Steam one day so no one even from the industry has time to follow all the games and what about the poor customer so yeah I have grouped I have grouped things that you can do in four four main groups so it's promoting your game so basically the whole marketing thing however this is not a presentation about marketing so I won't go into big details but I read all about it in the moment observing so absorbing your data through being everything that you are that you can analyzing so not only observe but also to get some thoughts about it and react this is the most crucial thing I will go into details in a moment don't worry that's not not alright that I'm going to tell you but it's important because sometimes people were like hmm we know we were on Titanic and we were heading to iceberg but we didn't want to spend three more months to change something in our game and then basically it's there that very optimistic so marketing efforts if I'm as I mentioned I will just go quickly through them especially those from the business point of view that are important are the order is kind of random but okay the first one is trimmed so basically dreams are super important for you not only to get visibility but visibility is also important but to see the reaction of the people to your game and that is very very very important and there are some developers that don't want to send the game to streamers oh no but what what will happen if someone will finish the game and and nobody before the release and nobody will play it after afterward honestly if you are afraid of it it will happen still on the day of the release because on the day of the release for sure someone will finish your game on YouTube so if you have a problem that if someone will see the f in the end of your game that's a bigger issue that you have to address before her before the release so don't be afraid of it don't be afraid of visibility other things like hand zones so presenting your your game to press directly of course good idea press tour so go packing with a laptop and going through the for the media is an excellent and actually kind of very effective and cost saving cost saving activity that you can do events events are also very important but it's very easy to fall in a trap on going to all the events on the world and basically you spend half year of your time going for the events in everywhere and it's fun everyone likes to drink beer and talk with intelligent people but sometimes you need to limit limit events as well so preview Dima and Dima that's also something that case case by case scenario for example I was always against the demos the releasing the demo to public because actually there may be a scenario that people will play your game the one that he mentioned about the the streams that in some kind some games that can be actually problem that people will play your game for free for hours and that will be enough for them so we need to think if your game is the the kind of the game that demo could really hook on the people and actually did something we did with children's Marta we knew we had an excellent game a who know who from here no no children of Marta okay cool a lot of good so basically a lot of people now know children of Marta but we were a bit afraid because which these were okay but we knew we have an excellent game so we wanted to boost boost boost the wishlist boost the visibility we couldn't make another another pressed or another please review with it because basically the press already played that built so we were like everyone likes that that demo let's release on it on Steam and actually with it we got the support from Steam as well and that was one of the best previous activity that we had for for children of Marta however that's the game that demo works perfectly for example for this world of mine it wouldn't work so well so other things they have that it's constantly talking to to your community trailers not trailer and that's super important as well because it's not like you will make one excellent trailer one excellent screenshot or art that will sell your game sadly it's not working like that you need to push a lot a lot a lot of content to to the web to get get the visibility because you're competing with freely really crowded market last thing it's most from the post-mortem perspective because it's free weekend is something that we did but we had this world of mine in our back catalog which makes it a little bit easier so we made a free weekend for this world of mine one month be for the release of before the release of frost Bank and basically everyone everywhere we told that this world of mine is free for the weekend because Frost Bank is coming and actually that narration was very good free weekends are free everyone wants to play free game so a lot of people are writing about it and basically everywhere here you have a screenshot from PC gamer everywhere everyone wrote like with the icy survival game frost Punk now just a few weeks ago away yadda yadda so basically because the frost Bank is coming and if someone haven't heard before of frost Bank he was like okay I love this world of mine I'm not interested in free weekend because I own the game but that frost bank is coming what is it and actually we had a huge bump on Twitch list huge bump on on on visibility and that's important because as I mentioned observe observe is super super super important to observe everything that you have so wishlist page views you can add Google Analytics on your stream page so basically you can see who is visiting your page from there is one problem with it you cannot see the conversion so we cannot see how many people actually bought your game and it's super super big problem but that's another topic when pre-orders are live you can observe the pre-orders you can observe your stream community from the number of the stream community that you have marketing create views and reactions to to your trailers social media fans engagement of course this is super important and Kickstarter if you made a Kickstarter and it's successful or not it's also a valuable lesson but and also it's important because half of the things here you can measure on the on the other games on the competition as well so you can see how everyone else is going and compared to them steam community is super important costing community is directly connected to wishlist so basically the wishlist are all always seats time higher than steam community not precisely always but pretty much always market increased social media all that thing you can compare to other games and see if you're doing a good job and analyzing it it's super important because based on that you can understand what is working so basically you are using trailer art give on Twitter something Conrad etcetera etcetera and you get a lot of light ok but then you can you can see how many page views actually generated by Jewish page views on Steam and based on the page views you can see how many wish list actually it generated because sometimes the the trailer for example does that went really wide could be a false prophet it could be like okay you have a game about two cute kids and you have two two and a half million views awesome basically you are ready for the recent you will earn money no because it it is possible that your trailer trailer went brought but only because it was cute and actually the people who watched the trailer there are not gamers they wanted to see something like that and they shared it but they don't want to play the game with that art style because they are not gamers so you need to mean to analyze that that step so views views on Steam and twitch list because that's also a problem like if you over-promised in the trailer people are going to distinguish list a steam page and they're like what is it that's like crappy game that's completely not connected with the trailer I've seen so that they are not adding Connor on a wish list and then you need to analyze it and understand that it may it may be it may be smart to change the strategy for the future future trailers or whatever whatever worked or maybe update your steam page because that's also sometimes a problem that developers are setting a simple early they have reworked the UI everything graphic it's completely three times better the game but still on Steam they have not crappy screenshots and it's you have to remember it because the steam page is something that actually will sell your game we can think that there are other sources etc but after all for indie games on PC steam is the platform that is selling the game in the game and the editor is super important regarding the marketing reach that's something I mentioned a little three minutes ago it's a method of million cuts so basically it's never one it's never one thing that that that work you need to make a lot of things really push a lot of things to the net to the web to reach the audience and do not forget about the people who you already have so the wish list er that you have maybe Kickstarter that you have because those people are the promoters of your game those people are the one that will buy it on the day one and they will help you make that snowball that the small snowball that will hopefully make a snowball effect that will push you to the main page on Steam etcetera etcetera but you need to remember about them and you need to push a lot of updates for them etcetera etcetera because otherwise they can be bored with your game and you will lose someone who was it a little genuine genuinely sorry seriously interested in your game and that's something that no one can afford so the next thing this super important is to listen to feedback and iterate do not be afraid of scrapping your game to the 2-0 changing the mechanics totally frost bank is very well popular right now very popular game we just recent on consoles etc etc but that was how frost Punk looked at the beginning and basically already in debt prototype because it was working prototype we had the things like birth that's birthing polish that were not working so we dropped them so even if you have a cool idea you need to drop them if it's not working that's how Frost Bank looked in the late prototype there were some things that are familiar for people who played it here but it still wasn't working some things were wrong so we need to drop them and actually after iterations and iteration you get to to the final effect and it's super important because if Frost Bank would look like that I think we would sell like 5% of what we actually sold and that's the final result of after patches and iterations that we have so the testing and iterating is super crucial we made a lot of focus tests always we are inviting people to our studio we paid them a small amount and give them pizza and they are playing our games and you need to listen to those people because otherwise if you're presenting the game to someone and his'n that's that that's not working I'm really confused with that mechanic and your reaction cannot be no you're stupid you just don't understand because if someone is confused with what you have someone doesn't like something about your game people are really not so different mm from each other that's why all the marketing tests are working at ster etc so we need to iterate until you have really high score and that that's what we had with frost Bank like we made a last session three weeks before the release four weeks and that test from that the Metacritic we had from Metacritic score we had from the DOS that that test was 878 and it was exactly our meta user score after after the release so it's important too important to listen to the feedback especially negative so talking about about the data and under day one that's the data that that we had for frost Bank for the day one so after all the million cars that we did etc we had 380,000 to wish list on Steam which is actually very good amazingly good number but it was not one bump actually when you see the history of our wish list it's like step by step total social media coverage was enormous 10 mil attend more than 10 million views of videos but once again it was summer of some of the videos it was not one a trailer 1 gameplay material that made a made a job and 100,000 members of ops team community and 900 plus articles in major media that's also important because sadly it's not like anymore it's not like you have the article on IGN and that's that's given that's it that may fill you safe and comparing it to this world of mine it's super strange actually because this world of mine had a really low wish list less than 50,000 wish list but the truth is that this war of mine didn't have success successful lunch as a frost Bank which may seem strange right now because this world of mine is a well known game but it was years and years of hard work to some more and more units of this war of mine it was not one it wasn't only the the release and actually back up back in 2014 the wishlist was not working so well as it is right now so the all the data and and you can analyze them and think whatever you can you can postpone we postponed Frost Bank like four times we postponed children of Malta officially three times not officially I don't know 25 and and then came the wreath day of a frost Bank and we have sold 250,000 copies in fur 66 hours which is a great score but it is a great score and the thing is that it was not a surprise we had that wish list and we knew that is going to be really really big so of course there is no like algorithm that can calculate based on wish list how many copies will actually sell however if you have really low wish list you have to prepare for that your game can file and maybe it's a time to postpone it so moving forward that's us we went drunk after after the there is a first bank of course that's our old studio and frost Bank was bigger success than this were of mine that's something that's super crucial from the post-mortem point of view because people actually were saying how's that okay these were of mine was a nice tan but there is no way you will deliver the same level of sales with the next game luckily they were wrong but it gave me a lot of unsnap Nights streams streams were in were super high we were somewhere between pub G and hearthstone which is good but once again the important thing is that it was not one streamer it was a dozen dozens of streamer dozens of streamers streaming our game so we can you have to send the keys wide destroyers you have to go y2 can be shy with your game we had a lot of articles memes so definitely it was a successful level is when when you're when you have a lot of memes but it was all only the beginning and that's super important because still a lot of players still want to play for us bang they are still waiting for higher discounts they still don't know about Frost Bank it was a huge release but still there are a lot of people that never heard of frost bang that never heard of this word mine that never heard of moonlighter so there are a lot of people that wants to play Frost Bank or Dysport of mine and it's important because comparing to this world of mine Frost Bank had an amazing 40 13 days after the release it made four times more money than Frost Bank did sir and then this were of minded but they think is that this world of mine the revenue for this war of mine the first year so not even the first man but first year of this world of mine was responsible only for 24 player player base of this war of mine so this is how it looked for this war of mine the the dark blue column is three years revenue and three years of revenue of this war of mine comparing to the first two weeks it was really small so it's important not to underestimate the post released sales that's common that's common with with a lot of India in the developer sadly they're going to they are depreciating the game totally like okay it went good we sold 50,000 units in the first week but now it's super slow so we need to go - 33 because and everyone already bought the game no there are a lot of people that never heard of your game still so the next sale should be low because this is the next shot of visibility for you but also you cannot be greedy because sometimes also some people think that they have again a diamond and they don't want to under to depreciate in value so they will never go lower than 25% and at some point in their game is not selling at all people are deleting it from the wishlist because they were waiting for a discount and they are they were working for one year and nothing happened so it's super important there is a page called steam DB steam database where you can track actually all the each game that doesn't steam the history of the discounts they made it's super useful because you can learn out of someone else mistakes I'm trying to be that big okay we have 7 mins so that's another game from our publishing portfolio a bit cop we read that game three years ago and it wasn't a huge success at the beginning but we didn't panic we made a plan and just monetized the game calmly and steadily and after four months we had covered the total development cost after six months we covered the total cost of the game right now the game is on mobile it's on consoles so we are making a lot out of it but if we would panic at the beginning we could basically kill all the old a revenue stream that we have right now so heading heading today at the end what you can do with your game post-release in term from the business perspective it depends on the situation that you are how the day one went so I will help basically what we did with all all of our games basically so the first thing is coupons but coupons works perfectly on Steam but you need to have another game to coupon with and that's the problem because if you have like three million owners of some game and you can send the discount coupons to them and then you have the pop up on on Steam and it's working very well but that one is limited to to the user button that you have but the other thing that's working perfectly and you can do it if you have our user base or not is bundles especially if you have a DLC people tend to spend more if they discover your game finally and there are super excited about screenshot and they want to buy it and the trailer etc that they want to buy it and but and they see the complete edition and it's on this can for example then everything is on under discount actually they tend to buy the complete edition so it's important to bundle the games bundle the games with the DLC bundle the games with the art book to give the the players chance to actually buy more from you at a good price and that's that's super important for example for this world of mine 33 33 percent of 1/3 of the people are buying the this world of mine complete bundle compute edition bundle which is way way way more expensive than the base game but they want to have the full experience they love the idea of the game they want to play the whole of it so we need to offer it to them dedicated promise of course all the promise on Steam they think here to remember is not to not to forget about the other stores because on steam you have cooldown you cannot discount the game more often than two months something like that so basically in the meantime you can use the other stores fanatic Al Green Man gaming gog.com humble store etc etc to make some additional things with your with your game dlc free updates that's something that we are doing a lot basically for all of our games we are releasing the free updates at least for one year after the release and it's working perfectly because it gives you the justification to make make a promo on to have a spot on on Steam to gather some attention to basically to give the second life to your game and we did it with all of our games for moonlighter we had a road map of the free updates for frost bank we were raising a lot of free updates after the release because we've seen what their players wanted and we wanted to give it for free and actually at the end players were like finally give me some paid content I want to pay you pay you some more money so we did it and we have a season pass for frost Bank we have season pass for dispar of mine and both of them are working very good so we need to you cannot be too greedy with it you cannot have a paid dlc and day one because that's just unfair but when you give the players some free content at the beginning and then offer something totally unique at the DLC that that can really work well new languages that's one of the end don't worry new languages especially Chinese that's super important because China is the second biggest market on Steam right now and okay some things like Polish French Italian are important but Chinese is super crucial positive we started with this word of mine without language and I think it was the biggest mistake ever we have added that language one year and a half later and it was very profitable in terms of return of the investment I think it was I don't know five minutes but actually last year 25% of the revenue from this war of mine came from China China is really really big market and you cannot under underestimate it and just pretend that it does not exist this second language on steam after after new platforms once again this war of mine generated more revenue this first quarter this year than first quarter last year and in general the game is five years out and we are really still selling a lot of eunuchs and earning a lot but we are on all the consoles ps4 Xbox which we are on mobile so we need to reach out if you have a good product you need to reach out and give it the players everywhere everywhere you can and last thing new business opportunities don't be afraid of going with things like ebooks game paths humble monthly maybe even epic giveaway think that that was not a commercial of anything but don't be afraid of going with some bigger bigger initiatives because they are giving you visibility and all the indie developers even the deployed the premium indie titles are struggling for the visibility and those business opportunities are giving you perfect visibility for that game for your next games for DLCs for anywhere everything you can imagine ok so that's this is the last thing only thing that I recommend recommended tools Steam spiced in DB use it analyze it and that's the perfect source of information thank you very much if you have any questions or anything you can write me an email always [Applause] you you