5 things to know before creating a website for a game or studio
Many game publishers and developers consider factors such as the cost of development and design, technical requirements, localization for different languages, the content and overall purpose of the website. They may also think about the target audience, which should always be the same as the game audience, the desired user experience, and the competition in the video game genres. Additionally, they will need to consider the long-term maintenance and marketing costs associated with maintaining such a game or studio website.
Before defining the budget of your website, it is important to consider the following aspects:
What is the purpose of my game or studio website?
The main purpose of a game website is to promote the game mechanics, its features and provide media for players to learn more about the game. A game website can serve as a strong community hub, allowing players to view their profiles and leaderboards directly through the site. It can also provide updates about the game, such as patch notes, developer stories, and the lore, which can help to increase player engagement.
For a studio website, the usual purpose is to highlight the company, its values, and its games. It can also be helpful for recruitment: job listings, descriptions, and qualifications, to feature employee testimonials, which can help to build a positive image of the studio and attract top talent. For studios who is looking for investment,it can help investors make informed decisions about investing in the company.
What is my game website’s main Call-To-Action (CTA)?
This is another item at the top of your checklist. A CTA encourages visitors to take a specific action, such as signing up for a newsletter, downloading a game, or purchasing a DLC. CTAs are important because the conversion rate is one of the main KPI to measure the success of the website.
Some examples of CTAs for game websites could be:
Play For Free – It works if a game is a free-to-play. This CTA can be placed on the homepage of a game website, encouraging visitors to play the game without spending money, which is a big incentive.
Sign Up for Closed Beta Access – This CTA can be used for an upcoming game, encouraging visitors to sign up for beta access to test the game before its official release. This is helpful to get players feedback or for acquisition.
Pre-Purchase Now – This CTA encourages visitors to pre-order the game to ensure they receive it on the day of release. An additional incentive could be an exclusive item in-game that players receive only by pre-ordering the game.
Join Our Community - This CTA can be used to encourage visitors to join a Discord server or social media group related to the game.
How does my game website fit in our funnel of player acquisition?
The first thing is to raise awareness to potential players. They become aware of the game or the studio website through various marketing channels such as social media, search engines, digital advertising, and emails. Then they express interest in the game by visiting the site, reading about the game, or watching a video trailer.
The funnel of acquisition is a useful model for understanding the customer journey and identifying areas where improvements can be made to increase conversions.
Should we localize the game or studio website?
If you are targeting a global market with your video game, it can be beneficial to localize your website to provide a better user experience and reach a bigger audience. Your game website should have the same languages as the game itself so that players will have consistent words and ton: names can be challenging to translate in a meaningful way.
A localized game is more accessible to players who may not speak the language of the original version of the game, which is most of the time in English. This can help you reach a wider audience and potentially increase your non-English spoken player base.
It is better for SEO (Search Engine Optimization) rankings: Search engines often prioritize websites that are localized for specific regions or languages. This can help you rank higher in search results and drive more traffic to your game or studio website.
What content to add in that game or studio website?
Finally, a website is a living place on the Internet, it needs to have a regular content schedule and promote it through various channels to reach your game audience. The content should be relevant and interesting to your audience and should align with the game's genre and audience.
For example, there are several types of content that can be added:
Game updates: Writing about latest version updates, patch notes, new content, or upcoming events can help to keep players informed and engaged with the game.
Tips and tricks: Providing helpful tips and tricks for playing the game can help players improve their skills: “Did you know that…?”
Developer interviews & behind the scenes: Interviewing the developers of the game can provide an interesting perspective on the game's creation and development process. Other interesting insights can give players a deeper understanding of the game and the people who created it.
Highlight community content: Encouraging the community to create content, like fan art, walk-through, and more, can help to build a sense of community around the game.
With that in mind, it will be much easier to define a realistic budget to support the project of creating a game or studio website. Also, this approach will help to integrate the website in a global marketing strategy for an effective player acquisition. If you think we can assist to answer these questions (and more), feel free to reach out. We will be glad to help!