Amazon Game Studios Releases First Free-To-Play Shooter Game
Yesterday, Amazon Game Studios launched its debut game, a sci-fi shooter called Crucible. Although the developer made efforts to market the game on Twitch, it fell short compared to other recent approaches.
Twitch: A Powerful Tool to Promote Video Games
Twitch is one of the most powerful tools that game publishers use to promote their games. Publishers like EA, Riot Games, and Activision Blizzard invest heavily in streaming to reach their target audience.
Directly Connecting with the Audience
Using Twitch as a vehicle for advertisement allows developers to connect directly with their target audience. It’s the most effective way to engage with potential customers and persuade them to buy the game.
Diverse Marketing Strategies
Top game developers employ various marketing strategies. Some pay top streamers to play the game on stream, while others offer special access to cosmetics or early game access to viewers. Developers also conduct interviews with streamers to understand their audience better.
Despite Amazon’s efforts to win over gamers, their marketing approach indicates that they are still testing the waters.
According to statistics, Amazon sponsored several streamers, with TimTheTatman leading the way with over 167,000 hours of watched content. Other notable streamers included Lirik, Vale, SypherPK, and JoshOG.
The game has received around 752,000 hours of viewership on Twitch since its release, although much of it was concentrated within a four-hour window when content creators played the game.
In addition to buying airtime on streamers’ channels, Amazon’s Crucible team engaged directly with content creators to discuss the game and even video chatted with streamers like SypherPK for 45 minutes.
SypherPK also ran an early access giveaway on his stream, granting 50 lucky winners the chance to play the game before its official release.
Although Amazon Game Studios may not be able to replicate the massive marketing efforts of established developers, their use of similar tactics shows their effectiveness. It also serves as a valuable case study for a newer game development company.
Success in the gaming industry involves many variables, including a developer’s history and size. For Amazon’s development team, their marketing strategy becomes a unique case study due to their lack of a storied past.
Whether Crucible becomes a highly successful game with a strong following on Twitch remains to be seen. However, Amazon’s marketing efforts during its initial launch will provide valuable insights for future game promotion strategies.