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Or demotivational? Anyway it’s a poster. A tongue-in-cheek poster but if I have to say so then … well I’ll try to do better next time.

Marketing is like a highway filled with grey cars. There are so many cars and most of them all look the same so it’s really difficult to have someone notice yours. Sure it’s frustrating to drive there and you risk an accident but it’s still better than the alternative: leaving your car in the driveway. It’s fine if you’re doing this as a hobby but if you have other goals you got to get on the highway.

To make things even more difficult there are big trucks using the same highway as you. You think that they should use another road because they take so much space but it’s really not up for you to say. They’re so big that it’s the first thing anyone looking at the highway will notice. Again it’s frustrating but what can you do about it?

There’s always the option of taking a calm countryside road which can work. Just make sure to bring a GPS to make sure there are some gas stations on that road otherwise you might have to walk back home.

What to do?

So what can you do to have people notice you? Well the first thing is to keep driving. If you want to go to Disney World from Montreal why would you stop in New Jersey and call it the trip you wanted to make.

Billboards are expensive and require completely different skills than driving a car. Sure they are not useless as if they were nobody would pay for them but it’s probably not the first thing you should think about. You need the money to pay for gas anyway.

A CB radio is a great thing. It makes the trip less boring and you can meet interesting people. Some might even help you to avoid traffic jams! Sure there are also jerks but the highway is filled with people so why would it be any different from the rest of the world.

Beside that? Well the obvious: drive a nice car. Nobody turn their head when a station wagon pass by.

Be careful about the word “nice” however. A nice looking Ferrari leaving a long trail of black smoke because of an engine problem won’t impress anyone. Nice can also mean that oddly shaped car you’re not used to see (but not too weird…). Maybe it’s a simple Honda Civic with impressive modifications. Maybe it’s in fact a station wagon but it’s the only one on the highway! Maybe it’s a fully electric car and you don’t really expect to see that on a highway in the US … ;-)

So “nice” can mean various things and sometimes what is “nice” to you ain’t for others but one thing is sure: you can’t drive a bland, shaky car.

Enough with cars. What does it mean for games? Well … keep “driving” and figure it out by yourself. Marketing isn’t a gimmick you must master to succeed. You first need the right game to then be able to market it. It can be incredibly frustrating to accept this but as an indie with limited means the only thing you can control is what you produce. Add a bit of luck to that and it might be the right direction.

It’s awfully easy to say and understand but quite the opposite to achieve. The point is simply that as indies we should probably spend less time wondering what we did wrong when it comes to marketing and focus on what we’re trying to market.

Yes of course you can create a nice game that still fails but blaming the world about it isn’t really helping.

That’s not helpful at all!

Who said it was supposed to be? Are you still waiting for me to tell you what a “nice” game is? Oh I can recognize a “nice” game when I see one but I’m still trying to figure out what kind of “nice” game I’ll be able to create myself.

The point here is … Well it’s really just a way to find a way to keep “driving” on this highway and stay motivated! Just some thoughts on why waking up early during vacation to work on your next project might finally pay off one day!

Yeah but others have nice cars too!

Sure! But you still notice a bit more the red car than the grey ones! ;-) Don’t push this analogy too far please. It’s just an analogy.

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