Tag: Outlast

Video Killed the Game Review Star

Digital media is changing the process of selling and buying in almost every industry. With reviews, peer ratings, articles, social media, special deals and more, there is a growing wealth of content for consumers to peruse before making a purchase. Video games are no different, and across the board we’re finding that video content has a rising stake in the process, boasting the most engaged and influential audience compared to other media.

In the past two or three years, we’ve seen explosive growth in a number of video content providers for video games, and it makes sense. The best way to decide if you want to play a game is not to read a review about it, but to watch someone play it, and importantly, to be entertained along the way.  Sure, I could read a few reviews, average the scores, take some journalists’ opinions into account, but at the end of the day I want to see if Contrast is fun before picking up the PS4 copy.

The explosion of Twitch.tv is one example of the rise in appetites for showcasing games with video content. The game streaming website’s unique monthly viewership doubled from about 929,000 in October 2012 to more than 2 million today (via data from Compete.com).

The movers and shakers in the gaming industry are acknowledging how important it is to give gamers a place to share and watch their experiences. PlayStation 4 launched with seamless Twitch streaming as a major selling point, and though Xbox One missed the feature at launch, it will come with a software update soon. Not only are traditional gaming media outlets taking advantage of this feature, journalists are building their own individual audiences to compete with seriously popular Twitch channels like NorthernLion and Cry.

The number, quality, and fans of gaming YouTubers are also on the rise. When I was at PAX this year chatting with a YouTuber, fan after fan kept coming up to him to tell him how much they loved his show and to take a picture. More so, Microsoft’s Xbox One launch event debacle with controversial YouTuber KSI, shows just how much influence these guys and gals have to shape news from the industry. It’s a new world. TotalBiscuit can have just as much sway as top gaming writers.

Beyond the views, engagement numbers are insane on many of these YouTube videos. For example, PewDiePie’s hilarious playthrough of Outlast, an indie horror game by TriplePoint client Red Barrels, has racked up more than 7 million views, 200,000 likes and 63,000 comments. For comparison, IGN has just over 5 million unique visitors a month according to Compete.com, and its highly anticipated PlayStation 4 review has 9,706 comments. Consumers are often going directly to YouTubers for gaming entertainment and news, or linking to them from the increasingly important gaming sub-Reddit. As a result, developers and PR agencies are paying more attention to these folks. TriplePoint client Spearhead Games even named an achievement in upcoming PS4 game Tiny Brains after half-uber fan, half-YouTube star The Completionist.

PewDiePie plays through horror game Outlast with more than 7 million YouTube views.

My emphasis on the rising influence of video content makers is not to say traditional gaming websites are losing their importance. They still cater to folks that buy lots of games, and they are amping up their own video offerings with video reviews and regularly programmed Twitch channels. Perhaps more importantly, these respected publications’ editorial decisions drive YouTube content, as YouTubers likely choose what games to play and feature based on what’s being talked about on IGN, Kotaku, GameSpot, Polygon and the like. After all, direct outreach from game makers to YouTubers is still relatively limited.

Whether the gaming media can beat YouTubers and Twitch prodigies at entertaining and informative video content is yet to be seen, but it’s clear that the medium is hard to surpass when evaluating games. Watching a video playthrough is by far the closest experience to playing a game itself. As such, the reach and adoption of Twitch and YouTube will only continue to grow – begging the next challenge for studios and marketers: how to address fragmented video audiences.

What are your favorite Twitch and YouTube channels? Let us know in the comments below or share your thoughts on Twitter @DianaHSmith and @TriplePoint.

 

Keeping Promises: How to Have a Successful E3

E3 2013 was arguably the biggest gaming event in the last five years. The dawn of a new generation of consoles brought with it a bevy of games to every publisher’s booth. With big competition for media attention, you need to be seizing every opportunity you can to stand out and get your game the attention it deserves. Here are a few tips I’ve found useful to help make every moment your finest at E3, based on working at the show the last few years and on the successes of working with the indie horror game Outlast this year.

Have faith. Make promises. When you truly believe in the game you’re representing, you exude confidence. When you’re confident, you start making promises — promises you can keep — such as, “Outlast will scare the s*** out of you.” A lofty statement like that will almost always lead to skepticism, and the natural reaction will be for a journalist to find out for themselves if you’re spewing PR rainbows or the de facto truth. Promises, when kept, have a domino effect. After someone has a positive experience with your demo, your claim can be amplified as they discuss their experience with friends and coworkers, driving more traffic and attention to your booth. By the end of the week, some publications had sent their entire staff to experience the Outlast demo!

Come armed with different stories. A good game will shine on its own – but that doesn’t matter unless the right people see it. Help this happen by painting a bigger picture around the game. Come prepared to suggest and discuss larger stories that will amplify the experience. Consider having discussions about the background of the development team, media or pop culture that influenced the developers, interesting research conducted by the team to offer a realistic or factually accurate experience, etc — many attendees have very little insight into the research that goes into creating a game. Sharing these stories offers an interesting perspective about the developer’s creative process. Some examples of stories we helped to tell this year include:

**The fainting actually happened! An attendee fainted while playing Outlast, and after making sure they were okay, we told one person who told another, who told another, until the story began to spread all throughout the show.

Be aware. Capture reactions as they happen… And share them! If you’re not speaking with someone in any given second, there’s probably someone you should be speaking to. During half-seconds, your eyes and ears should be peeled to what’s happening inside and outside of your booth. New opportunities may present themselves that you want your game to be a part of. For example, one of the bigger stories at this year’s E3 was the concentration of high-quality indie games appearing on next-gen consoles. Email editors you see talking about this or use Twitter to make sure your game is a part of the conversation!

What are people saying about your game after they play? How are people reacting? Capture these using tools like Vine for reactions or Tweet out quotes, tagging the appropriate person. Keeping promises is easy when you’re creating content to prove it.


Timely reminders and follow-ups. Did you speak to a journalist about a story idea that piqued their interest while at the show? No matter how interesting it is, words are easily lost in the hustle and bustle of this hectic show every year. Send a follow-up thanking people for coming by and playing if you haven’t already and rekindle the discussion of any story ideas shared during your E3 meeting the week following E3, or sooner, depending on deadlines.