GDC 2019: Decorticating ‘Dead Cells’: A Business and Marketing Deep Dive

Speaker: Steve Filby

Link to talk

Ask your self 

  • Why am I buying this game
  • Who am I building this for
  • Does this market exist

Competitive analysts:

This is a screenshot of the competitive landscape they did. Note I would have a tags column
  • Look at channels and trends based on what people are viewing. Websites for this are NoScope, Social Blade – use these to look for trends.
  • Play all those games that appear when you search for your genre.
  • They listed the factors that helped
    • Example of what they came up with: “Deployability, balance, late game content, modular design and ability to add more stuff”

They watched streamers that had only 3-viewers to see how they played the game.

This is a graph of the views and play time.
  • Even though they noticed that small streamers were playing for a long long time.
  • Games must be streamable

Early Access

  • Know how long it takes to make your game so that you can be honest about your projections
  • Week one of early access is for bugs and building rapport – you want to be a good guy dev.
  • It is hard keeping interest with the community. Tell them what you have added because of the community input.

You only get one Launch? – No

  • To fix that do regular updates
  • Strategic partnerships – Then integrate with Razor and we can integrate it with GOG, Humble etc.
  • Influencers want to grow + engage their community – created a streamer program so they could give cool stuff to their community.
  • Started with small streamers and got bigger and bigger. It moved up to bigger streamers

Post Launch

  • Community Demand
  • More content vs deeper discount?
  • It looks like adding more content does increase sales. See screenshot below
This is how they analyzed what other companies did with their DLC and expansions.
  • They spent something like 70K for events. Jesus. 
  • They spent 50K on a trailer – He said it didn’t do much. He thinks it opened door for press coverage.
  • They spent something like 70K for events. Jesus. 
  • They spent 50K on a trailer – He said it didn’t do much. He thinks it opened door for press coverage.
  • They think it cost about $800K to make the game

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