IndieHunt - BrandanVK.com

IndieHunt

Creatively combining online entertainment with a digital marketplace.

Problem

There are currently 16,000 video games available on the world's most popular online store for video games - Steam.com. Over 12,000 of these titles are created by independent developers, these games are better known as "indie games". Unfortunately, a majority of these games go unnoticed due to lack of marketing budget, awareness, and competition in the industry. Even in the event an indie game gains popularity, Steam takes a whopping 30{ec5350fd2dfde4a8e7a1a3ca34d9dbfbf8ff4454d059c5f0cc840156e885c014} cut of every sale. How can an independent game development studio support themselves with these chances? My team explored how we could aid independent studios in cost-effectively marketing their titles to wider audiences through the power of online personal brands.

Solution

Introducing IndieHunt.co. The success of indie titles, development studios, and the independent gaming industry lies in online visibility. The gateway to success? YouTube personal brands. Online content creation, specifically concerning video gaming, has been a growing media category since the early 2000's. Today, the largest YouTube gaming channel holds an audience of over 66,000,000 dedicated YouTube subscribers. A recent survey by Variety.com found that YouTube stars are better known than Hollywood actors and actresses among today's teens and young adults. IndieHunt strives to be the online marketplace that connects the independent game studio, YouTube content creator, and the independent title's primary buying persona.

Process

First, our team identifies independent studios that have recently released games onto the Steam marketplace. A letter of introduction, messages on social media, and a personalized video introduction are sent to the respective client explaining the features and benefits of IndieHunt. A brochure explaining the process is also included with the presentation. When a client expresses interest, a video is sent explaining how to join the IndieHunt team. The independent studio then provides the IndieHunt team with 20 Steam game keys. These keys are given to YouTube content creators with significant audiences within the gaming media category. The content creator then plays the game for their audiences online and places a unique affiliate URL in the video description. This link directs viewers to the game's sales page on IndieHunt.co. When a sale is made from a content creator's affiliate URL, they receive a 9{ec5350fd2dfde4a8e7a1a3ca34d9dbfbf8ff4454d059c5f0cc840156e885c014} commission for influencing the sale. The independent studio receives 80{ec5350fd2dfde4a8e7a1a3ca34d9dbfbf8ff4454d059c5f0cc840156e885c014}, as well as free online marketing and increased game sales. Indiehunt creates a mutually beneficial Indie Ecosystem.

Design

The brochure sent to perspective studio:

Consumers will have the opportunity to purchase games off of IndieHunt.co.

Conclusion

Although currently under further development, IndieHunt.co shows great promise and interest. Much of the foundation is in place, but needs further work before going to market. Overall, what I learned most from working on IndieHunt.co was the importance of creating a powerful first impression. Much of our marketing research was spent on creating effective thumbnails, designing eye-catching brochures, and finding the channels to engage with our clients. With hope, IndieHunt will be a pillar of the indie gaming industry in the near future.