(36) What Triggers a Game to go Viral?

Introduction to Viral Game Marketing

• Two key components to make a hit game:

  • Massive attention

  • High conversion rates (sales)

• Focus on the concept of virality: games like Among Us, Minecraft, and Fortnite as examples.

  • Chuchu Charles: currently estimated at 6-8 billion views.

Understanding Virality in Games

• Common misconception: virality is about luck.

• Reality: Predictable and reproducible patterns exist.

• Importance of understanding algorithms of platforms like YouTube, TikTok, and Twitch.

Key Platforms for Attention

• YouTube, TikTok, Twitch: Focus on these for maximum exposure.

• Other platforms: Reddit, Twitter, Instagram can also contribute to visibility.

• Algorithms of these platforms share similarities: they aim to keep users engaged.

Mechanics of Social Media Algorithms

• Social media platforms primarily earn revenue through advertisements.

• To maximize ad serving:

  • Promote content that keeps users engaged longer.

• Factors influencing content promotion:

  • View Duration: Time spent on a video or post.

  • Interaction Rates: Retweets, likes, upvotes (e.g., on Reddit).

  • Click-Through Rate: Especially critical for YouTube; high rates can propel visibility.

Influencer Perspectives and Decisions

• YouTubers and content creators as businesses:

  • Views are equivalent to earnings.

• Importance of game performance:

  • If a game underperforms compared to others, it’s unlikely to be covered again.

  • Conversely, higher performance leads to more content being created around the game.

The Cycle of Content Creation

• When a YouTuber sees high engagement with a game, they will:

  • Create additional content: sequels, lore videos, etc.

  • Inform friends/colleagues in the industry about the game’s success.

• Tidal Wave of Content: Successful games can lead to a surge in coverage.

Maintaining Momentum

• Factors that can halt the success of viral games:

  • Content Saturation: Limited material to continue making videos.

  • Change in Viewer Interest: New games can divert attention if they outperform your game.

Pre-Launch Marketing Strategies

• Essential to ignite initial interest in a game.

• Steps include:

  • Setting up wishlists.

  • Seeking visibility on platforms like Steam.

  • Offering demos and sending keys to YouTubers.

• Securing coverage from 5-10 medium to large channels can help gauge potential success.

Performance Metrics and Analysis

• Chuchu Charles's metrics:

  • Performed 2.5 times better than typical channel content on average.

  • Performance varied among creators; some saw 5x or lower performance.

• Small sample sizes can skew perception of a game’s virality; larger and consistent data is crucial.

Importance of Design in Virality

• Design considerations impact retention and click-through rates:

  • Colorful, well-lit visuals attract viewers.

  • Unique characters and engaging environments enhance appeal for thumbnails and gameplay footage.

• Contrast with established horror genres that often underperform on social media.

Character and Environment Considerations

• Mascot Horror Genre:

  • Engaging, colorful characters resonate better with audiences.

  • Environments that immediately communicate context draw viewer interest.

• Example game concepts:

  • Chuchu Charles: Less compelling environments versus new games like Cuff Bust with more visually stimulating settings.

Engagement Over Time

• Retention studies reveal specific game features that impact viewer interaction rates.

• General guideline: More engaging and appealing games have higher chances of becoming viral.

• Optimization through even slight performance improvements can result in exponential growth in views.

Conclusion: The Path to Virality

• Key takeaway: Games that are more interesting and engaging create opportunities for viral success.

• Focus on appealing broadly to maximize player engagement and video visibility.

• Success is more achievable when design choices align strategically with viral dynamics.