You're Making A Rogulike Indie Game -- But So Is Everybody Else!! So Here's 5 Tips To Help You Stand Out

If you're looking to create a successful roguelike indie game, but you're not getting any visibility, then here's a new approach to getting attention in an oversaturated market.

Inside you'll learn new 5 tips showing you what you can do to make your game stand out.

And you'll get a step-by-step guide showing you exactly how to execute these 5 tips so that you give your roguelike the best advantage you can get in this market that has exploded.

Let's start...

Tip #1: Start Different

Let's go back to when another genre exploded. And learn some lessons on how one game figured out how to stand out.

Back in early 1990, the Real Time Strategy genre was pretty brand new. And Dune II from Westwood studios was dominating the RTS genre. Westwood would later make Command and Conquer.

And when a good idea catches on, and there's a lot of people buying games in that new market, others are going to copy it to take advantage of this trend.

And the intuitive thing is to copy what's working, and try to make it BETTER. And that's what most games did back in 1990. They looked at Dune II, and worked on how they could make their game better.

But being "better" isn't going to cut through the noise in an overcrowded market.

Making a "better" game is just adding to the noise.

A better strategy is to start different. And that's what a small studio named Blizzard did in 1992.

They came out with their own RTS game, Warcraft: Orcs & Humans.

Except it wasn't a Military-Style RTS... and it wasn't a Dune II clone, like all the other games flooding the market.

They didn't make a "better" Military themed RTS. They started different. They made a 1990's comic-book style, fantasy themed RTS.

This subtle shift away from the gritty, militaristic theme and setting, to a bright and colorful comic-book style fantasy totally stood out from all the games that looked all the same.

This is what Fallout 1 did also in 1997. Instead of making another Classic Fantasy RPG, they changed the theme to Post-Apocalyptic.

And fast-forward to 2018, and Kingdom Come: Deliverance didn't make another Medieval Fantasy RPG game. They made a Realistic RPG set in the Middle Ages.

Again, a subtle shift in the theme and setting makes all the difference in making your game stand out in an overcrowded genre full of games that all look the same.

Because when a winning genre is flooded with so many games, players have options. And when they have so many options, it's hard for the gamer to tell any significant difference between all these options -- especially if they all look and sound the same.

That's why most games in an overcrowded market are invisible: because players can't tell the difference between the games.

So start different. Your setting and theme is your biggest advantage in helping you stand out. And in the step-by-step action plan below, I will show you exactly how to execute this tip... but first...

Tip #2: Oversimplify Your Message

The best approach when competing in an oversaturated genre is to oversimply your message.

You have to sharpen your message so it cuts through the noise.

And Jordan Thomas, a designer for Bioshock said it best in a PC Gamer article back in 2017...

"I think the games space is experiencing a new boom and the simpler your concept is to communicate the more likely you are to find your demographic quickly because they're seeing hundreds and hundreds of concepts at a time."

Here's the article if you're curious: The Uncertain Future of Games Like Deus Ex and Dishonored

That was in 2017. And today the game space is even more competitive. So this advice is more important than ever.

Players are seeing hundreds and hundreds of roguelike concepts all the time -- to the point where all of these concepts become a big blur of sameness.

So if you want to avoid your roguelike indie game being ignored, you need to first start different (i.e. differentiate your game through your theme and setting). But then you need to clearly communicate that through words and images so that your target demographic can easily grasp why you're different.

Let me show you a very good example of sharp, clear communication that cuts through all the noise...

When marketing their game on Reddit, the publisher Hooded Horse, used very clear and simple marketing for their game "Against The Storm":

Their ad simply said four words:

Dark Fantasy City Builder

And the screenshot highlighted their game's personality... i.e their Dark Fantasy setting.

This ad got over 1,400 likes. I've never seen an ad on Reddit get liked so much.

This worked because most City Builders are Classic Fantasy or Medieval Fantasy. But "Against The Storm" stood out in this genre because it wasn't Classic or Medieval fantasy... it was Dark Fantasy.

This shift in theme made all the difference. Just like it did for Warcraft 1 when their theme was Fantasy instead of Military.

But again, you need to specifically show and tell players why your game is different -- using words and images to communicate your game's concept.

And don't worry, we'll work on that in the guide, soon. But next, here's...

Tip #3: Study Your Competition So You Don't Say The Same Things They Say

The reason why Hooded Horse was so successful was because a "Dark Fantasy City Builder" was a new concept most players never heard of.

Did the studio invent Dark Fantasy City Builder? Probably not. But they were one of the first to talk about it. Their publisher pushed hard to get that message out before more games like it copied their strategy.

Now, if I were to make a Dark Fantasy City Builder today, and put out the same sort of ad with clear, sharp communication, then I'd get zero interest.

That's because even though I managed to communicate my game's concept clearly and simply, it doesn't mean I'll get noticed if my competition is saying the same thing you are.

So you need to know how other games are communicating their game concepts, so you don't say what they say.

And in the action steps below, we'll work on how to make sure you don't say the same message your competitor is saying.

Ok, here's...

Tip #4: Use Heroes Help You Differentiate Your Game

Let's go back to 1992, and Blizzard again.

When you play Warcraft 1, 2, and 3, you'll notice a trend. The trend went from controlling a bunch of pions to controlling "Heroes".

This is why Warcraft III was so popular. In that game, you had your own personal heroes you could pick and choose from. This switch from controlling a nameless army, and having Heroes with names and a backstory is what kept this franchise growing.

And this strategy worked when Blizzard entered the FPS shooter with Overwatch. And it worked when they entered the Card Game genre with Hearthstone. Their strategy was to focus on their Heroes as marketing assets.

So what does this have to do with your roguelike and avoiding being invisible in your market?

Well, let's look at Balatro. Balatro's focuses heavily on the Joker character. In fact, the game has Legendary Jokers that are all based on famous Jesters throughout history.

The Joker Hero is important because players can project themselves into a world of cleverness and trickery.

Because when you let the player attach themselves to something specific and expressive like a hero or character, it makes your game stand out. It helps it stand out because heroes are a differentiating strategy.

This might be obvious to you to have a character or a protagonist in your game -- if it calls for it. That's basically game design 101.

But what's not obvious is to leverage that character in all of your marketing.

It's all marketing that gets attention because characters grab more attention than inanimate objects.

Basically, a deck of cards isn't as interesting as Jimbo is.

And you might be asking, what if your roguelike has no characters or heroes?

Well, look at the Shmup genre. The games that don't have any characters, still use people in their marketing art. For example...

Akai Katana Shin is all ships. Yet all their marketing art includes people. And lots of shump games use this strategy.

Ok, one more tip...

Tip #5: To Grab Your Target Customers Attention Be Selective

Sometimes a game dev will use both terms: roguelike AND roguelite to describe their game. For instance, they'll use both tags on their Steam page.

The intuitive thinking is, you want to grab the biggest demographic. It makes sense that people who like roguelikes will probably like roguelites. And vice versa. So what's the harm adding that term to your game?

But gamers care about genre definitions because they set expectations.

And if a game dev mislabels their game just to grab attention, then they'll just aliante potential customers.

To win the attention of your target customer, we need to practice segmentation and not overcommunicate our game's concept.

So remember, when trying to get attention in an overcommunicated genre, less is more. You have to be selective. You have to remove any confusion. And you have to sharpen your message if you want to cut through the noise and be heard.

So avoid mislabeling your game with too many tags that don't fit your game.

Your Challenge To Help Your Roguelike Stand Out

Starting a game studio from scratch, and finding players for your roguelike game will be one of the HARDEST things you'll do in your professional career.

Don't underestimate how much hard work, effort, time, and patience it takes to get customers and get attention.

So let's get to work. I don't want you sitting around with just insights floating around in your head. Insights don't do shit in getting you customers. Action gets you customers.

So get out a pen and paper, or open a Word doc, and let's put in some REAL effort...

Step #1: Study Your Game By Answering These Questions

The first step is to stop thinking like a game dev, and start looking at your game as a player would. Because if you want your game to stand out, you need to make sure you present your game in a way so the player goes: "Oh, cool! Haven't seen that before!".

To do that, here's 3 questions to answer:

1. How is your game's theme or setting different from all the other games similar to yours?
2. What makes your gameplay loop different from all the other games similar to yours?
3. Name three features in your game, and explain how they work differently than other games similar to yours?

Write quickly. Write a lot. Get as much info as you can down. The more you write down the better. So don't stop until you've spent at least 10 minutes.

Step #2: Oversimplify Your Answers

In Step 1, I wanted you to write as much as you could.

But now I want you to go through those questions, and answer them again -- but this time answer them using only 4 to 5 words.

The idea here is to oversimplify your game concept so that your target audience can sift through all the games bombarding them, and can easily find your game because the message is simple and clear.

Step #3: Research Your Competition To Avoid Saying What They're Saying

Chances are, you're not the only one doing something different. And just because your marketing message is simple and clear to understand, doesn't mean you'll get attention if your competition is saying the same thing you are.

So to avoid this, go on Steam, and find 4 games that are similar to yours. Read their Steam page copy. And go through the reviews and read what players had to say.

What you're looking for is, make sure that what they are saying is NOT what you're saying.

So go back to your answers above, and double check that the words and phrases and images are not the same as your competition.

And if you find that your game concept sounds familiar with other games, then go back to Step 1 and answer those 3 questions again. Keep brainstorming ideas. If you look hard enough, you'll always find something unique about your game.

Step #4: Focus On A Character Or Hero To Help Your Game Differentiate

Make sure that your marketing art always has a person, character, or hero as its main focus. This includes your Steam Capsule image, and other marketing art you create.

If you're stuck, go check Balatro's Steam page, and how they always have the "joker" character in almost all their marketing.

And if you don't have a character in your game to show off, then do what Shmups do, and make up people or characters, and include them in your marketing art.

Ok, Now What? How Do You Use What You Just Learned To Promote Your Game And Find Players?

Now that you've gone through all the steps, here's how to execute even further so that you're implementing what you just learned.

So don't quit now. I told you we're going to work hard.

Ok...

Remember how you went through those 3 questions? And I made you oversimplify your answers?

I want to use those answers to help you write a Short Description. Now that you know why your game is different, and your game concept is clear and simple, use that to write a Short Description.

I know it's not easy. So do this now. And then come back to it tomorrow.

Marketing is like working out or coding or art. If you stop, you'll lose all your conditioning.

So work at this everyday.

And as you practice this idea of finding ways to clearly communicate your unique game concept, you'll get ideas for writing the Long Description for your Steam page.

Also, this will help you pick out screenshots of your game that clearly show off your game's concept. Most times, game devs just pick out screenshots that look cool. But now that you know how important your theme, setting, and characters are, you won't just randomly pick screenshots... you'll pick the ones that clearly show off your game's concept.

Ok...

Here's Everything You Just Learned In One Spot...

• Before you go, here's a quick summary of this new approach to help your roguelike stand out...
• Start different: Don't look at what everybody is doing and try to do it better... better doesn't necessarily help you differentiate
• Look at your competition, and figure out how your game is different in theme and setting
• Players see hundreds and hundreds of roguelike concepts all the time... and most of them all look and sound the same
• To help your game cut through the noise, oversimplify your message so that your game concept is simple to understand
• Players only listen if your marketing message is new... and ignore what is old news to them
• To make sure your marketing message sounds new, research game's similar to your by reading Steam reviews
• Look at the words and phrases players use when describing a game, so you know what NOT to say
• Remember, try to avoid sounding like every other game
• Don't underestimate the use of characters or heroes to help your game differentiate itself from other games
• Use characters or heroes in all your marketing art
• Even if you don't have characters or heroes in your game, make one up (use Shmup games as inspiration)
• Don't dilute your message by calling your game a roguelike and a roguelite (or vice versa)

That's it my friend. I hope you take action. And I hope you start seeing results after taking this action... results like more traffic to your Steam page, or an increase in wishlists.

What's Your Goal?

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Thanks!

Dariusz Konrad
My Entrepreneurial Story
Work: Game devs I've helped so far