GDC Next 2014 Game Discovery Survey Reveals That Developers See First Parties and YouTube Personalities as Most Effective Platforms for Publicity
Survey Also Tracks Shifting Developer Preference Away from Traditional Media, Towards More Budget for Marketing of Games
Sep 16, 2014
SAN FRANCISCO, Sept. 16, 2014 /PRNewswire/ -- The Game Developers Conference® (GDC) Next 2014 has released the results of the first annual Game Discovery Survey, which has uncovered emerging trends and attitudes from a pool of game industry professionals on launching and popularizing games. Among the many trends revealed in the survey is the finding that first party platform holders and YouTube personalities are seen as the most effective forms of publicity among participating developers.
The GDC Next 2014 Game Discovery Survey was created by UBM Tech Game Network, organizers of the Game Developers Conference, to better understand the contemporary game industry before the start of GDC Next 2014. Organized by UBM Game Network, GDC Next featuring the App Developers Conference™ (ADC) will take place November 3rd-4th, 2014 at the Los Angeles Convention Center. Early registration for the event closes this coming Thursday, September 18.
Platform gatekeepers and popular YouTubers seen to be most effective publicity for games
YouTube has long been viewed as a powerful tool in publicizing new releases, and the survey now reveals that developers view YouTube personalities, along with first party platform holders, as the most effective avenues for publicity.
Specifically, being featured on digital storefronts like Steam or PlayStation Network, coupled with extensive video playthroughs on YouTube were seen as most positively affecting product visibility. 36.6% of respondents seeing platform holders as the most effective publicity, with popular YouTube personalities capturing 24.8% of responses. By comparison, community engagement and being featured on a popular video game website received 15.6% and 14.5% of responses, respectively.
Elsewhere, the majority of participating developers (73.4%) agreed with the statement "platform holders aren't doing enough to improve discoverability on digital storefronts." These results suggest that platform holders can do more to meet the needs of game makers, potentially finding more personalized recommendation methods for consumers.
Developers largely split between traditional press and YouTube personalities as most trustworthy
Despite an increasing priority towards prominent YouTube video features, developers surveyed were found to be largely split when asked whose opinion on games they trusted the most, YouTubers or traditional press/media. YouTube personalities narrowly won out with 55.75% of votes versus the traditional press, which received 44.25% of responses.
Developers want more focus on marketing dollars
While almost half (47.5%) of respondents had set aside only 10 percent or less of their budget for marketing their game, only 17% of developers surveyed thought the same amount (10 percent or less) was enough money to put aside.
Is it the game, the promotion, or both that makes a title shine commercially? 69.3% of developers agreed that good promotion and making a good game were equally important to success, with 23% responding that making a good game was more important to success than promoting it well. Only 7.7% of respondents felt that good promotion is more important than game quality when it comes to achieving commercial success.
The GDC Next 2014 Game Discovery Survey tabulates the responses and observations of more than 300 game industry professionals who are readers of Gamasutra.com, have attended previous GDC events, or will be attending GDC Next 2014.
For more information on GDC Next, please visit http://www.gdcnext.com/
About the UBM Tech Game Network
A core provider of essential information to the professional game industry, the UBM Tech Game Network offers market-defining content, and drives community through its award winning lineup of print, online, event and research products and services. These include the Game Developers Conference®, the Webby Award-winning Gamasutra.com and network of sites, the Game Advertising Online ad network, the App Developers Conference™, the Game Developers Conference® Next, the Game Developers Conference™ Europe, the Game Developers Conference™ China, the Game Career Seminars and GameCareerGuide.com, the Independent Games Festival and Summit, and the Game Developers Choice Awards. Visit: www.jointhegamenetwork.com
About UBM Tech
UBM Tech is a global media business that brings together the world's technology communities through live events, online properties and custom services. UBM Tech's community-focused approach provides its users and clients with expertly curated research, education, training, community advocacy, user-generated content and peer-to-peer engagement opportunities that serve the Electronics, Security, Enterprise IT and Communications, Network Infrastructure and Applications, Game and App Developers, and Tech Marketing communities. UBM Tech's brands include Black Hat, DesignCon, EE Times, Enterprise Connect, Game Developers Conference (GDC), HDI, InformationWeek, and Interop. Create, a UBM Tech full range marketing services division, includes custom events, content marketing solutions, community development and demand generation programs based on its content and technology market expertise. UBM Tech is a part of UBM (UBM.L), a global provider of media and information services with a market capitalization of more than $2.5 billion. For more information, go to http://tech.ubm.com.
SOURCE UBM Tech Game Network
For further information: Brian Rubin, fortyseven communications, (212) 391-4707, firstname.lastname@example.org; Bibi Jackson, UBM Tech Game Network, (415) 947-6417, email@example.com