Web3 Gaming Marketing Guide: How to Attract a Large Number of Genuine Gamers?
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Web3 Gaming Marketing Guide: How to Attract a Large Number of Genuine Gamers?
Marketing terminology is important; you need to come up with something appealing.
Navigating Web3 tides with focused insights
Author: Brycent
Translation: TechFlow
Most Web3 game marketing approaches are wrong. Making the following changes will significantly increase your chances of marketing success.
In their current state, Web3 games attract more investors than actual gamers. In Web3, the total addressable market of genuine gamers is actually quite small. Yet, most Web3 games use Twitter as their primary marketing platform—which is a mistake.
Traditional gamers don’t look for their next game on Twitter. They find them on:
- TikTok
- YouTube
- Twitch
So why do most Web3 games focus their efforts on Twitter?
1,000 active players spending time in your game are far more valuable than 10,000 speculators—speculators aren't your daily active users or target audience. Here’s how you find your DAU.
Change your messaging. You're not building an NFT game (which sounds intimidating to traditional gamers). You’re building a game—a game that empowers players through digital asset ownership (MMO, FPS, RTS).
With this shift in perspective, here are actionable marketing steps:
Your digital assets must have a name—other than "NFTs." NFT is the technology enabling your IP, not a marketing term.
We don’t call the iPhone a "wireless phone"—it’s called the "iPhone." Marketing terminology matters. Come up with something appealing, then focus on TikTok, YouTube, and Instagram.
Short-form video is the most consumed content format on Earth. If you don’t have a short-form video strategy, your game business is losing money.
Here are my short-form video tips:
Partner with content creators who understand trends (beyond just dancing on TikTok) to create content around your game—this helps you directly reach your target customers.
To get creators to help you, offer value in these forms:
- Money
- Exposure (content sharing)
- Access
Figure out what creators need and support them accordingly.
Messaging them “Hey, check out our game, we’ll give you a WL” is the least welcome approach. You need to bring real value.
Don’t fear criticism—they are the only true indicators of sentiment toward your game. Go out and listen to what people who dislike your game are saying. Interview them to get honest feedback; this is how you improve.
Once you identify your biggest issue, iterate and make changes, then repeat the process. This is the core problem facing Web3 games on Twitter today.
Everyone thinks their game is the greatest ever made, but no one seeks real feedback.
If this continues, when hundreds of games launch on fake metrics and underperform, Web3 gaming will face an even steeper decline.
You can’t leave success to chance or hype.
Make the changes suggested in this article, and your odds of success will dramatically increase.
Most Web3 games don’t think this way—by doing so, you’ll already be ahead of them. Building an incredible game must be your top priority. Get that right, and you win.
Back to content creators—if I were building a game instead of throwing a $20,000 party at NFT NYC, I would:
1. Reach out to the 30 largest content creators in the Web3 gaming space.
2. Run campaigns highlighting our game through the best content they produce.
3. Have them write articles, host live streams, etc.
But the key is ensuring the content they create feels authentic. Alternatively, connect them with larger Web2 creators for cross-collaboration.
Benefits:
- Web3 creators grow by collaborating with larger creators
- Web2 creators safely adapt to Web3
- Both types of creators feel valued through compensation
- Your game gains all the positive benefits from cross-collaboration
Now, you’ve built relationships with creators based not just on payment, but on growth opportunities. If the game is good, I wouldn’t hesitate to work for it for free. This is the network effect you should aim to create—not some NFT NYC party.
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