Introduction
Game development is a complex process that requires a deep understanding of various aspects such as game mechanics, user interface design, and marketing. However, despite the efforts put in by developers, many games fail to reach their intended audience or fail to resonate with players. In this article, we will discuss some common mistakes made by game developers when targeting their audience, along with tips on how to avoid them.
1. Lack of Market Research
Market research is an essential step in game development that involves gathering information about the target audience, their preferences, and behaviors. Many game developers skip this step or conduct it poorly, leading to a lack of understanding of their target market. As a result, they may end up creating games that do not appeal to their intended audience.
For example, EA’s Battlefield V was met with criticism due to its in-game politics and focus on social issues, which did not align with the preferences of its target audience. This led to a decline in sales and player engagement. On the other hand, games such as Fortnite and Minecraft have been successful because they understand their target market and cater to their needs.
2. Overreliance on Social Media
Social media is an effective tool for game promotion, but it should not be the only one. Many game developers rely solely on social media to promote their games, which often leads to a narrow reach and lack of engagement. This is because social media algorithms can limit the visibility of posts to specific audiences based on their interests, location, and other factors.
In contrast, using multiple channels such as email marketing, influencer partnerships, and events can help increase the reach and engagement of game promotions. For example, Niantic’s Pokémon Go was successful due to its integration with social media platforms such as Twitter and Facebook, as well as its use of events like PokéStops and Gyms to keep players engaged.
3. Focus on Technical Features Over User Experience
Technical features are important in game development, but they should not overshadow the user experience. Many game developers prioritize technical features over user experience, leading to games that are difficult to use or understand. This can result in low player retention rates and negative reviews.
For example, Microsoft’s Surface Hub was designed with technical features in mind, such as high-resolution displays and advanced security features. However, it failed to capture the attention of businesses due to its complexity and lack of user-friendly features. In contrast, Apple’s iPad has been successful because of its focus on user experience, which includes an intuitive operating system and a wide range of apps.
4. Ignoring Feedback
Feedback is essential in game development as it provides insights into what players want and don’t want. Many game developers ignore feedback or dismiss it, leading to games that do not meet the needs and expectations of their target audience. This can result in low player engagement and negative reviews.
For example, Ubisoft ignored feedback from Assassin’s Creed Valhalla players regarding its difficulty settings, leading to frustration and a decline in player satisfaction. In contrast, Epic Games listened to feedback from Fortnite players and implemented changes such as new game modes and features, which helped increase engagement and retain players.
5. Overpricing
Pricing is an important aspect of game development that can impact the success of a game. Many game developers overprice their games, leading to low sales and player disinterest. This is particularly true for indie games that may not have the same marketing budget as larger studios.
For example, Minecraft was initially priced at $26.95, which many players found expensive for a sandbox game. However, it was eventually sold for $14.99, which helped increase sales and player engagement. In contrast, DayZ Standalone was priced at $49.99, which led to low sales and disinterest from players.
Summary
