"My game is like Animal Crossing and Stardew Valley!" Like. "This new release is Balatro but with guns!" But with. "It's like Fortnite meets Tetris!" Meets. "If you enjoy Deus Ex and System Shock, this game is for you!" For you. The digital commerce constantly twists its heads, the flesh of markets pulsate, and with these escapades come rapid change. New trends emerge, new tactics constantly schemed. Today, indie marketing strategists have seemingly latched onto a new, widespread modus operandi: to take their game and explicitly compare it to more popular titles, often from which inspirations are borrowed. This nascent comparative strategy in indie game marketing serves an effort to reach larger audiences by invoking experiences familiar, and by attracting players who enjoy a similar formula. In its essence, the comparative strategy of marketing is a symbiotic handshake of convenience between players and developers. The latter even someti...
A deep dive into the wide world of indie games. A blog by CookieJar.