Developing computer games and off-the-shelf software

Getting your sales and marketing right is crucial to selling your product successfully. Successful games typically require 30-50% of total budget allocated to marketing, targeting audience research, platform optimisation and community engagement to convert players into buyers and advocates.

Marketing strategies for software and games

Creating a marketing strategy will help you identify potential customers, understand the market and target them with appropriate products or services.

Marketing strategies for games and software focus on building excitement well before launch through digital channels like TikTok gameplay clips, YouTube developer updates, Twitch streams and Discord communities that engage players directly. Pre-launch hype via playable demos, Steam Next Fest participation and closed beta tests creates urgency and wishlists, while micro-influencers often deliver the best return on investment through authentic endorsements. 

Complement these with targeted paid acquisition on Facebook/Instagram ads, mobile-focused AppLovin campaigns or Google Universal App Campaigns, alongside traditional PR in specialist games press, plus podcast features that reach dedicated audiences

Sales strategies for software and games

To increase the chances of your product being successful, you should ensure you understand and plan for the following at an early stage in development:

• the industry
• your target market(s) - eg whether they are seasonal or niche markets
• your competitors
• economic factors
• timing of bringing your product to market
• your unique selling point

You should look at developing the appropriate sales channels for your product to engage the customer through:

• direct sales
• franchising
• selling through agents /publishers- especially in foreign markets
• online selling - through your own website or other digital storefronts
• economic and logistical considerations - warehousing, supply chain, fulfilment - ensure you can provide stock levels to maximise your sales and profits - and returns

Successful product launches require a full understanding of your industry landscape, target markets and competitors from the earliest development stages. Identify whether your audience represents seasonal gamers, niche professional users or evergreen casual players, then align release timing with peak demand periods like holiday sales or back-to-school seasons.

For more information, read about selling online.

Branding of games and software

You should carefully consider all elements of the branding for your product, including:

• packaging
• localisation - see translation and localisation of computer games and software.

Depending on your target market and audience, you should also consider designing, or redesigning, products, services, processes or systems to prevent or repair damage to the environment, society and the economy. 

For more information, read about branding for our business.