Wolfire, developer of Overgrowth, managed to create a lot of buzz for its game before it was even released in fact, the game still isnt out, but John Graham, one of four people on the team, says that it doesnt matter. You can and should create buzz as an indie even if your game isnt finished. When youre beginning a company you have to figure out how you want to approach that issue, he says. Most traditional PR mandates, such as only showing off finished assets, never mentioning the competition, and avoiding direct interaction with press, They all act as excuses to cut down the flow of information between you and the outside world, he says. You cant afford to cut down on that information flow.Wolfire calls their PR tactic open development.
The three major goals are to make noise, make friends in the industry, and build a community around their game. Like other internet-related phenomena, these three pillars kind of cross pollinate each other, says Graham.Making noiseHis first advice was to be open. Lots of people want to know what its like to be a developer, Graham noted, so you can leverage that to get some views. Keep it real, and just try different things. For Overgrowth, the team just started talking about their tech first, and their concept art. Game design posts are always great because every game designer has their own idea of whats fun, he said, reminding us that Its ok to be silly too.To that end, he showed a video theyd done showing their level editing tools, done with a humorous and ridiculous voiceover. It managed to get over 20,000 views.FriendsWhen youre just starting out, cold emails are pretty much whats gonna happen, he said. Its hard to know whats going on when they dont respond whether its in their spam or they just dont like you, but keep trying.In the offline space, you should go meet local indies.
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