The Game Developers Conference (GDC) Next 2014 has released the results of the first annual Game Discovery Survey, which has uncovered emerging trends and attitudes from a pool of game industry professionals on launching and popularizing games.
Among the many trends revealed in the survey is the finding that first party platform holders and YouTube personalities are seen as the most effective forms of publicity among participating developers.
The GDC Next 2014 Game Discovery Survey was created by UBM Tech Game Network, organizers of the Game Developers Conference, to better understand the contemporary game industry before the start of GDC Next 2014.
Platform gatekeepers and popular YouTubers are seen to be the most effective publicity for games. YouTube has long been viewed as a powerful tool in publicizing new releases, and the survey now reveals that developers view YouTube personalities, along with first party platform holders, as the most effective avenues for publicity.
Specifically, being featured on digital storefronts like Steam or PlayStation Network, coupled with extensive video playthroughs on YouTube were seen as most positively affecting product visibility. 36.6% of respondents seeing platform holders as the most effective publicity, with popular YouTube personalities capturing 24.8% of responses. By comparison, community engagement and being featured on a popular video game website received 15.6% and 14.5% of responses, respectively.
Elsewhere, the majority of participating developers (73.4%) agreed with the statement “platform holders aren’t doing enough to improve discoverability on digital storefronts.” These results suggest that platform holders can do more to meet the needs of game makers, potentially finding more personalized recommendation methods for consumers.
Developers are largely split between traditional press and YouTube personalities as most trustworthy however. Despite an increasing priority towards prominent YouTube video features, developers surveyed were found to be largely split when asked whose opinion on games they trusted the most, YouTubers or traditional press/media. YouTube personalities narrowly won out with 55.75% of votes versus the traditional press, which received 44.25% of responses.
Is it the game, the promotion, or both that makes a title shine commercially? 69.3% of developers agreed that good promotion and making a good game were equally important to success, with 23% responding that making a good game was more important to success than promoting it well. Only 7.7% of respondents felt that good promotion is more important than game quality when it comes to achieving commercial success.
The GDC Next 2014 Game Discovery Survey tabulates the responses and observations of more than 300 game industry professionals/
For more information on GDC Next, please visit http://www.gdcnext.com/