The Art of the Pitch: Bringing Your Video Game Vision to Life
Top 7 Tips from a Professional Copywriter
The Art of the Pitch
So, you've decided to dive into the wild world of game creation, building it from the ground up—bravo! Now, you're not just the lead developer steering your dream team, you're also the business whiz, hustling for funding and plotting the roadmap to game glory. However, the road there isn't as straightforward as some may lead you to believe. A winning formula isn't as simple as 'make a great game and it'll sell itself.' It's a nice theory, but in practice, that isn't the case. The reality is that you need to put as much work into marketing it as you have into developing it.
Imagine the gaming scene as a bustling party—the venue's packed to the brim, music is going off, the people are gorgeous, and the drinks are flowing. You want to show off the incredible work you've got on offer and be the life of the party. The trouble is, so does everyone else. Some may even have the advantage of being an established title or a bigwig in the industry. So, how do you stand out amongst all this competition? One skill, in particular, if mastered and consistently used pre, during, and post-development, will become your go-to weapon to elevate your game above all that clamour and ensure its success. And that skill is the art of the pitch.
"You have to be able to very quickly state what you're about and have people believe it." - Richard Branson
The Role of the 'Pitch' and Copywriting Throughout the Game Development Process
Knowing how to pitch, hand in hand with quality copywriting, is crucial at every stage of game development—from pitching to publishers and securing funding to generating post-launch engagement. Let's break it down:
Pre-Development: Before diving into serious development, a well-crafted pitch stands as your first and foremost tool. Armed with this, you can confidently approach publishers and seek funding from various sources like government agencies, venture capitalists, or crowdfunding.
During Development: Now, as you find yourself waist-deep in the development phase, that art of the pitch? Still your trusty pal. In this phase, it'll help you snag some awesome new talent and generate hype in the game from the audience and journalists alike.
Post-Development: Even after the game is made, the role of copywriting persists. From social media interactions to SEO strategies and community engagement, effective communication is key to maintaining and growing the game's success post-launch.
The Marketing and Copywriting Tips to Ensure Your Success
Perfect the Pitch and Tailor It
Your pitch should be like a chameleon, adapting and adjusting to its audience. Tailor it based on who is listening—be it a publisher, an investor, or the gaming community. Who you are talking to can greatly affect how the message should be delivered.
2. Use Game References to Simplify and Illustrate
Simplify complex ideas by referencing other successful games, this helps paint a clearer picture for your audience. For instance, picture a game called 'Shadow Claw' which combines Metal Gear Solid's stealth, Dishonored's atmospheric world, and Deus Ex's narrative choices for an immersive cyberpunk experience. You should have a general idea of what the games about without even seeing it.
3. Pitch the Narrative Concisely and Focus on Gameplay:
Unfortunately, delving too deep into the narrative doesn't translate well in the pitch. If your game boasts a rich narrative, skip the long story analysis – keep it short and sweet. Distil its essence down to the core and focus on highlighting the defining gameplay mechanics to spotlight your compelling story.
For instance, 'A Plague Tale' stands out as one of my favourite games in recent years, its incredible narrative being its biggest selling point. However, when pitching it, I'd condense it down to its core and emphasise how impressive gameplay mechanics elevate this narrative:
'A Plague Tale' is an atmospheric game set in medieval France, following the tale of two siblings struggling to survive in a world ravaged by the Inquisition and swarms of ravenous rats. The game combines strategic stealth and action-packed gameplay elements similar to 'The Last of Us' to complement and elevate the incredible narrative that unfolds.
4. Tell Your Own Story:
There's an old quote from Zig Ziglar, a renowned salesman and speaker, who stated:
"People don't buy for logical reasons. They buy for emotional reasons." - Zig Zagler
This quote emphasises the role of emotions and personal connections in the purchasing decision. You'll find that folks are more likely to invest in a game when they connect with the individuals and stories tied to the product. So, be sure to share yours!
5. Be Aware of Competitors and Market Proof:
Forget feeling intimidated by the competition and flip the script. They're not just your rivals, they're a source of motivation. Their existence and success? That's your market proof right there. It's like having a backstage pass to what works when you're pitching it to a publisher.
6. Include Eye-Catching Visuals:
You can't sell a pitch without complementing it with striking concept art, footage, and/or playable demos. These grab attention, and it's from there that good copy moves in to further inform and nurture that interest.
7. Continued Engagement with Community:
After the launch, that's when things get real. Your copy needs to be in top gear, tackling negative feedback head-on, jumping into social media chatter, dropping updates, tweaking SEO, and keeping the convo flowing. It's the long game of staying relevant for as long as you can.
Your Secret Weapon Moving Forward
In conclusion, the art of the pitch, masterfully executed through quality copywriting, is a superpower in the industry and is the key to unlocking doors throughout the entire game development process. From securing funding to building a community, the right pitch can turn your game into a success story. Now that you’re equipped with this, go forth and etch your mark in the annals of gaming history.
