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This thesis uses a multiple case study methodology to analyze how the institutional environment of the Chinese market affects market entry by foreign video game developers. This thesis finds that, despite China's strict rules regarding video game publishing by foreign developers, culture and language are stronger influences on market entry strategies than Chinese regulations for the PC platform due to the prevalent use of Steam by both foreign developers and Chinese publishers.
We decided on a 2 week sale that provided the game for $3 or a bundle of games (including Tiny Echo) for $10. We scheduled social media posts 3x per day and reached out to YouTube and Twitch creators. Tiny Echo itself is a 2 hour game time.
The sale over the course of 14 days generated 300% ROI. However, after 10 days in we were up 400%. Followership increased from a negative trend to flat on all socials, and game play of Tiny Echo increased 180% during the campaign. Results returned back to normal levels shortly after.
We found that 7-10 days is ideal for a social media campaign. While we saw increased engagement for 3-4 days, posting continuously about the giveaway was detrimental to overall impressions and engagement. While this was true on all social media platforms, it was especially problematic on Facebook.