Cryptic social media posts can perform well. A few words about gift codes (3 case studies)

Even though I strongly advocate for simplicity and precision when it comes to the creation of copy for social media, I do realise that being a tad bit cryptic in some scenarios will actually be quite beneficial in terms of performance. However, before you put your fanbase to work, you need to know if they will find the effort they will have to put in worthwhile. Here are two similar cases that were leveraged due to being cryptic.

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Many Purposes of Social Media Management in the gaming industry (free video and presentation)

I was attending the Game Industry Conference last weekend and I had the great pleasure and honour of delivering a speech there. It regarded different uses of social media management in our industry. As this is not a comprehensive list (mostly due to time constraints and to an almost limitless capacity of human creativity), I think it can be useful. Feel free to use this presentation for your personal training, within your studio/company and for whatever reason you may come up with.

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Which social media portal is the best for marketing your game?

Source: Thought Catalogue at Pexels

People are often tempted with the prospect of promoting their games on social media, as they are prevalent in our daily lives. However, before creating great content, interacting with people and running UA (user acquisition) campaigns, there are some huge questions – which social media sites are the best to promote my game? Is using all of them a viable option? And a bunch of other ones that are similar to the two stated above. In this post I’ll describe which platforms are good for you, your games and your studio, what to take under consideration and so on, so hopefully you will be able to choose the platforms that will work for you.

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There’s a new in-game ad type. Will it take off?


There are many different ad types and formats. Interstitial videos, banners, interactive ones… Most of them convert pretty well, but it seems there is a new type of ad appearing soon. There’s a company called Odeeo and they want to introduce “ non-intrusive audio-based messaging” to the world of mobile gaming. In this article, I’ll describe how the format is going to work and I’ll make some predictions regarding its viability.

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The easiest and free way to grow your game’s social media following

source: Pixabay @

A lot of studios struggle with growing their social media following. There are, of course, many things that could be done to enhance and speed up the process – adjusting communication strategy, posting more content etc. Some even use paid campaigns to improve their brands’ recognition. However, there’s a simple thing that can be done in the game itself that can provide a decent following and, aside from slightly altering UI, it costs nothing. In this article, I’ll talk about this little trick and will provide some info on how to measure its effects on your social media presence.

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6 simple steps of creating a great social media copy

source: Omkar Patyane @

Writing an engaging copy, be it a social media copy or a longer-form can sometimes be hard. Difficulties come in many shapes and forms. Writer’s block, burnout, lack of interesting topics and so on… However, I figured out a simple workflow that is easily applicable to communication schemes we use and it allows me and my teammates to quickly create appropriate and engaging copies. And I’m going to share it with you in this post.

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What to do when a well-known member of your gaming community dies? Case study

Source: Alan Cabello @

Death is inevitable. While we die alone, there are other people left in this world and they will want to express their emotions towards the deceased person. While it may be very hard to react to, social media and community managers should know what to do in such cases, as sometimes they just happen and we’re just faced with them and expected to act. I have encountered such a situation today and here’s what I did in the professional environment.

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Indie Games Marketing 101 pt. 4 – Pre-Release Brand Awareness

Indie Games Marketing 101 pt. 1 – figuring out the game itself and its audience

Indie Games Marketing 101 pt. 2 – F2P distribution model

Indie Games Marketing 101 pt. 3 – P2P distribution model

OK, let’s say that you conducted your marketing research, decided what kind of a game you’d like to make and you’ve already decided on the monetization model. You’re pretty confident that you got everything nailed and you started working on the title. Graphic assets are made, first prototype builds of your game are made and you think that everything is on the right track and you can finally tell people about your game. Getting across may be a tad bit difficult, though. In this post in the Indie Games Marketing 101 series I’ll showcase and discuss main ways of letting people know about your games. I will talk about each and every way of increasing your brand awareness in detail in separate posts, so you can kind of consider this article to be a listicle with a short description and pros and cons of each tool with tips at the end.

This article doesn’t talk about sales yet. It’s about making people know about your game and that’s the focus of it, so keep it in mind. An article about sales will be posted in the future.

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Maintaining a grassroots gaming community in a niche game

If you’re familiar with this blog, you probably have noticed that I’m fond of fighting games. They, as a genre, have very much to offer. However, there are big series like Tekken, Street Fighter and Mortal Kombat (Guilty Gear, perhaps, as well) and rarely anything else gets covered in the press. That’s a shame because there are many interesting sub-genres and games, which fly under the radar of everyday player and sometimes, the fighting game community as a whole. I believe that one of those games is Power Rangers: Battle For The Grid. I’ve been playing it on Switch for the last few months and it’s been a lot of fun, as the game has pretty much everything a high-quality product should have (aside from some stuff here and there) – good netcode, enjoyable gameplay, nice soundtrack and so on. Unfortunately, there isn’t a lot of players in the community, it seems. However, when they get engaged, they stick to it and they have a fun time. 

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