Game Design, Programming and running a one-man games business…

Advertising costs

I spend a lot of time fiddling with advertising budgets. Much more so than most indie game devs (who do not advertise much, if at all). The trick to advertising effectively is to tweak it, to pick the right ads, in the right places, for the right products.

Some stuff I’ve learned about selling games through advertising online:

  1. Some advertising publishers charge silly rates. Literally 10 times as much as others, for no good reason. Not all advertising locations are worth the same, I pay maybe half per click for a text ad on someones blog or forums as I do for the same ad in google search results, but some websites are charging a ridiculous amount, and it’s not worthwhile.
  2. You need to track conversions when you can. Getting someone to visit the site is great, but worthless if they don’t later buy anything, Some ads provide lots of clicks, some provide lots of sales. Ideally I don’t want any clicks that are not eventually sales. It’s easy to forget this
  3. If other people sell your product, they will advertise it, and they may be prepared to spend a lot of money on doing so. They didn’t develop the product, so their only costs are marketing and maybe some web hosting. If a partner gets 40% of the sale price of a $20 game, they earn $8. If they can get a sale for every $7 of ads, they are  in profit. And they may value the sale at > $8 anyway because they might get repeat business.  That means I need to be prepared to pay > $8 if I want to  be top dog on ads for my own stuff. That”s scary
  4. Some ad campaigns just don’t work. They are a waste of money. You learn that, and move on.
  5. Advertising providers want your business. Some will offer you free initial impressions to get you hooked. The important thing is not to be too polite and feel you owe them anything. Free trails are welcome, but eventually I spend my ad budget where it returns optimum results.

Hopefully this is of interest to any other devs. Advertising DOES work. Of course it does, if it didn’t, the Coca Cola company are wasting billions. Plus it does work on a small scale. You can’t spend five minutes knocking it together and hoping for the best though. I spend maybe 2 hours a week on tweaking ad campaigns, maybe more. I also spend a lot of my revenue on advertising, it’s by far my biggest expense each month (ignoring the costs of my time coding and designing games).

Students, piracy and HITLER (yes really)

I read about a law going through in the USA that attempts to cut down on student piracy on US college campuses.

One of the aspects of all this which makes me despair a bit is the attitude of the students that they are somehow entitled to free everything, music, movies, games etc… Be warned, I’m about to sound like an old man…

I think this is part of a general trend in the west, and I think it’s because of adolf hitler. Here is why…

My grandfathers generation, and to some extent my fathers, lived through World War 2. My Grandfather was a soldier fighting in Africa and Burma. They put up with a serious lack of everything. No cod during the war, no decent meat during the war, no bloody anything basically. You ate what you were given, and you were thankful. People put up with a lot, make-do-and-mend etc etc.

That kind of attitude sticks with you for life, and when that generation had kids, they drilled it into their kids too. The value of a hard days work, respect for the law, making do with what you have etc etc.

But that next generation grew up without any disasters or wars to speak of. They lived relatively happy, prosperous lives, without fear of invasion, war, or serious food shortages or poverty. People got used to enjoying entertainment without seeing it as a luxury, but part of life. When it was time for them to have kids, they stopped drilling the military drill-sergeant attitudes into their kids.

Those are the kids now at college.

I noticed it recently whilst food shopping. There was a woman with her young kid (maybe 6? 8?) accompanying her on the weekly grocery shop. The mother was constantly subservient to the child. “would you eat this?” “do you want one of these?” “what would you like to eat?”. I couldn’t help but want to vomit. Maybe *we was poor but honest* when I was young, but I never had all that crap. I ate the food that was available. My parents bought it, so it was up to them. The idea that everyone else would work around my desires, when *they* were paying would seem farcical.

Yet this is how families operate now. Kids are the decision makers. They get to eat what they like, watch what they like, play what games they want, listen to what they want, and it’s all paid for by someone else. If mommy has to get into credit card debt to buy little jimmys xbox 360, she does it. End result: Kids who know the value of nothing, and expect everything to be given to them.

Complete bollocks? Who knows, but I certainly think there is a grain of truth here. Part of me does worry that if and when the current generation gets a serious shock (world war 3, or severe climate disaster), we just aren’t cut out to deal with it. Rather than all coming together with ‘the blitz spirit’ we will become feral and confrontational, hating to consider even the tiniest sacrifice in our own standards, regardless of how much it is needed. Just looks at how people resist even changing a light-bulb to literally save the planet. We live amongst the ‘everything for nothing’ generation, and I’m pretty sure it’s a bad thing.

Cue summaries of this post that say “game developer links piracy to hitler”. Feel free, It’s all publicity for me :D

Hurrah For Bose

People who read my blog a lot will know how much I rant on about how Bose Quiet-comfort 2 noise cancelling headphones are almost as good as sex.

I’ve had mine ages, and although they work perfectly, the ear cushion bits have basically started to tear and fall apart as all old-style headphones always do. Normally, you would just bin the headphones at this point and buy new ones, seeing as though these are over 3, maybe 4 years old now.

But NO! I just phoned Bose and they are sending me replacement ear-cushions for them. Admittedly, this is costing me £20, but as a new pair of them is a staggering £225, it’s well worth doing. Plus I can replace the parts myself, and not send them away, meaning no games of Company Of heroes with inferior phones. Hurrah!

In game news, some new Kudos 2 artwork arrived today, and I hope to publically release screens of it next week. Maybe monday.

Sticking to our corner

They say that there are 800 million people on the web, and google claims to have indexed over a trillion pages now. Anyway you look at it, the web is a BIG place, with tons to offer, lots to do, and bags of opportunity. The web is the very first real worldwide marketplace, where anyone (even a guy in his bedroom in England) can sell something he creates all over the world, to an audience in the hundreds of millions. Surely there is a catch?

Yes.

The catch is, that those 800 million people aren’t looking for what me or you makes, and even if they did, it’s not easy to find us. I think part of the problem is that as human beings, we haven’t really adapted our brains or our attitudes to the web. We are still thinking like apes, clustered together in our own little social groups.

Think of the last time you read the world news online. Think of the time before that, and the time before that. I’m 95% likely it was the same sites all three times. Right? I know I get my news from the same place (BBC news), despite the fact that I could just as easily read it here or here or here. And that’s just the Uk take on the world news. Maybe I want a US view? or maybe Australian? How about a totally different point of view?

I don’t go to any of those sites often at all. I stick with what I know. So do most people, for news, stock market information, travel information, the weather, and for entertainment.

If people get their games news from a site that doesn’t ever feature indie games, they may never hear of my games. If they buy their games from Steam, I’m invisible to them. If the maybe 0.01% of games sites that i advertise with arent on their radar, I am invisible. Obviously that’s bad for me, but it’s also bad for them.

When was the last time you went to a totally new website that you haven’t visited before? and what percentage of your surfing is truly exploring what’s new, as opposed to rechecking the same 20 URLS in your bookmarks? And most relevantly to me, where do YOU get your games news, reviews and demos?

Destructive fingers and Democracy 2 MAC

Have I mentioned this yet? Democracy 2 is now out on the Mac.

BUY IT HERE or get the demo HERE

In other news, WTF is in my fingers? Acid? My keyboard is gradually losing it’s most used letters:

I suspect its my fingers. I managed to wear off all of the black coating on my guitars volume knob too: