Launching a game in today’s market isn’t easy. The industry is more competitive and unpredictable than ever, and getting your game in front of the right audience (and actually converting that into sales) can feel like a mammoth task. There are so many elements that go into creating and marketing a game, just keeping track of everything is a full-time job.
We realised that developers don’t necessarily need a partner to do everything, often you just need an expert partner who can do one thing really well.
That’s exactly why we created Fractional Publishing at Green Man Gaming: a flexible, developer-first approach designed to give your game the best possible shot at success. Let’s look at how it works, and how it helped Fireshrine Games with one of their game launches.
Flexible publishing is our approach to games publishing. We offer a wide range of support, from long-term planning to marketing to forecasting. When we partner with a developer, they aren’t locked into a rigid set of processes, instead they tell us which specific area we can help with, and how we can best slot into their plans.
We find it’s beneficial for small developers who may only need help with one part of their pipeline, all the way up to industry leaders who already have a robust support network, but might need additional assistance on ad-hoc or reactive campaigns.
Whether you want a full-time partner for the entire length of your development through to launch, or a quick helping hand to get your game over the finish line, we can provide bespoke, adaptive support and a clear scope of work.
Recently, we teamed up with Fireshine Games to support the launch of their stylish action-RPG Gestalt: Steam & Cinder. Instead of a one-size-fits-all publishing deal, we slotted in exactly where they needed us: performance marketing, CRM, community engagement, access to our store, and paid media advertising.
Fireshrine Games knew exactly what they needed, so we were able to hit the ground running right away. Our social, SEO, and email campaigns all worked together to gain massive impressions and drive traffic to their page on our store. Thanks to our analytics, it was easy to attribute every sale to a specific element of the campaign, and measure the ROI precisely.
But don’t take our word for it. Daniel De Kretser, Head of Digital Commerce at Fireshine Games said it best:
“Green Man Gaming’s efficient execution made them a valuable partner for our game launches.”
In a market where every click and conversion counts, studios need smart, adaptive support that maximises revenue without locking them into rigid deals. That’s where Fractional Publishing comes in. You stay in control while we bring the tools, insights, and firepower to help your launch go further.
Benefits of flexible publishing:
Flexibility and reactivity
It goes without saying that our flexible publishing model is designed to be fluid, able to react to the changing market at a moment’s notice. In the games industry, things can change quickly: a sudden launch date change or a shift in the market can require a hard pivot in your marketing strategy. We know what that’s like, and have built our team and our way of working around the need for flexibility and agility.
If you need a campaign designed and implemented fast, we’ve got you covered. If you need to scale up, we can accommodate with our wider team of gaming industry experts.
Cost and ROI
A traditional publishing deal is expensive, often filled with add-ons and extras you don’t need and didn’t ask for. With us, you only pay for what you need, in terms laid out by you.
Because each area of work is clearly defined, it’s also easy to track the ROI for each budget and campaign. If we’re working with you on paid ads and social media, you’ll know exactly what those paid ads delivered, and how much hype you gained per dollar you spent.
Freedom to experiment
Our flexible model allows for experimentation with different types of campaigns, across different formats and platforms. Have you always wanted to try a video campaign but haven’t had the time to create a raft of content? Have you heard email marketing has great click-through but don’t have access to a CRM? We have years of expertise across all areas of video game marketing, and can advise you on the best path to success for your specific audience.
We won’t tell you what to do, we’ll listen to what you want, and help you achieve it. So if you’re looking to scale your next release without taking on a full publishing deal, we’d love to chat.
Get in touch to discuss how we can help with your performance marketing.