It’s about time for another developer ramble I feel, it’s been too long since our last one. Firstly, I feel the need to correct a statement that was made in my last post in suggesting that a ‘glass ceiling’ might prevent the project from truly reaching it’s potential.
This is in error.
The computer games industry employs countless million talented individuals who have spent their lives honing their skills through practice and study. If I was to walk onto a construction site and proclaim myself a foreman, I’d be laughed out of the place likely with a couple of bruises. So actually it should be said that it’s fortunate indeed that we indies even have the chance to turn our skills to this industry unhindered and to suggest that we ‘deserve’ the same treatment as the big boys is frankly disrespectful and I regret saying it.
What’s more, the statement simply is not true.
Steam furnishes developers with plenty of neat little tricks; trading cards, achievements, a seriously awesome community spirit to name a few – it’s an impressive arrangement allowing those with guile to work themselves up the ladder.
In addition, we all know that a favourable preview by a YouTuber or Streamer can turn this from a ‘promising project’ to an overnight sensation, but that sort of attention isn’t guaranteed and so can’t be relied upon.
So we're left with the more traditional marketing options.
But the trouble with effective traditional marketing is it’s like launching a rocket into space. If you half fill the fuel tank the rocket will fall out the sky with disastrous consequences but to fill it up to the top takes money, and I mean silly amounts.
So just what can I do to promote this game?
Well I’ve been flailing around on social media ineffectively since inception and it’s hard work. People simply don’t like to be sold too.
I find it particularly annoying that if I ripped off my t-shirt and posted a topless picture I’ll probably get more likes in an hour than I do in a month on the Shallow Space facebook page, but hey humans are no, can be fickle creatures – neither of us are surprised at that.
But it’s that fickle nature that poses a rather large problem for this industry.
As I flick through the various games for inspiration, what I basically see from my informed position is a rather large collection of LIES. When I first started this game I analysed my position realising that I am indeed a nobody and the only two tools I have that the big boys don’t is honesty and time…
…and by honestly, I mean transparency.
Look at any of the big games and you’ll see screenshots without UI, you’ll see trailers that don’t feature in-game footage, touched up screenshots and a propensity to withhold pertinent information that might otherwise put Players off.
But now I know why.
Today I posted links and images to the roadmap, I knew what was going to happen and sure enough, sales flatlined. It’s obvious why, people looked at that 48% and decided against the sale because they were furnished with the information that they should have.
What a dichotomy: I feel duty bound to represent the product as it truly is right now to prospective Players but actually I have a bigger duty to those who have already brought the game and frankly; more money == better game.
But my main worry right now is the fact that, Shallow Space has so far been sold as a different thing – with countless outdated images, opinions and assumptions polluting the internet like an oil spill.
It’s quite the different game now I’m sure you can agree.
We’ve listened, taken onboard all the (constructive) feedback over the years and rewritten the game to a far higher standard. But I’d be remiss if I made the assumption that people will take my word for that, so really, it needs to come from you.
But worry is ultimately wasted effort and I must continue to work as I have done; like a machine.
I’ve been doing this for nearly three years now, my life has changed to the point that there is no easy way back so by hook or by crook this thing WILL be finished, even if I have to sell my kidneys to make it so.
I appreciate this is all a bit macabre, but I’m just so weary of hope that I won’t allow myself to feel it anymore. Hope is etched into the foreheads of the countless corpses that line Steams golden gates, indie developers that harnessed that hope as motivation and ultimately tried and failed to bring their dreams to life and it ruined them.
I’d be a fool to think that couldn’t happen to me.
Going back to what I was saying before, sure – entrance to that glossy gaming industry is largely unhindered but it is not without cost.
So with all this in mind, I find myself facing mankinds oldest friend: Fear.
Fear is a more effective motivator than hope I find; hence my fingers continue to be worked so hard they are practically ground down to stumps.
Now, I don’t want you to worry about the project reading this; it is on top form I promise you that – in fact you can no doubt see. I just want to impart that, the road to nirvana is paved with traps and this whole exercise isn’t quite as delightful as it might appear…
…but I remind myself that if it was easy; then it wouldn’t be fun.
James