More Indie Insight

Here's another look behind the curtain of independent game development, this one courtesy of Vic Davis of Cryptic Comet, recounting the tale of Armageddon Empires.  This is both similar and categorically different than Jeff Vogel's success story.  Vic basically caught lightning in a bottle, experiencing an exponential upsurge of interest in his little nichey strategy game due to what amounted to a perfect storm of new games journalism.  But it wasn't entirely, or even mostly, luck (though getting the Penny Arcade firehose pointed at you doesn't hurt).   He took a decidedly non-mainstream approach to supporting his game:

• Keep your mouth shut until you've got something people can play and buy.  Allowing a gamer to go instantly from 'never heard of it' to 'oh - it's done and I can buy it for $10' has a tremendously powerful effect.  Hype has to be sustained, and that's why mainstream marketing budgets are so huge, they have to finance the hype crescendo.  Curiousity is an itch and being able to scratch it immediately can turn casual interest into a sale.
  
• Never stop updating.  The product launch is just that - the 'launch' of an extended voyage.  It's not lighting the fuse on a sales bomb, seeing how much you can get in the first month after release, after which both you and the customers flee from ground zero.
  
• Make customer support personal and visible -- do it yourself on community forums.  This will directly stimulate peer-to-peer word-of-mouth sales recommendations (what the article calls the 'infection vector').  An interesting point was that Vic didn't host his own forums (on his company's website), opting instead to defer the game's individual community germination to existing broader community sites.  This put both his personal support of the game and the players' buzz about it in a more 'infectious' environment - he wasn't bootstrapping a new community out in some uncharted corner of the internet.  He set up camp smack in the middle of the very people for whom he was designing his game.  And as mentioned in the article, he recognized the importance of being genuine and not acting like a viral marketing person masquerading as a native.  He was honest and helpful and it paid off.
  

The end result was that he turned an unflinchingly hardcore, niche, turn-based strategy game (made with Macromedia Director of all things) into a smashing indie success.  And he's off and running on his next title.  Godspeed!