{"id":121285,"date":"2020-11-26T13:48:00","date_gmt":"2020-11-26T13:48:00","guid":{"rendered":"http:\/\/www.gamasutra.com\/view\/news\/374254"},"modified":"2020-11-26T13:48:00","modified_gmt":"2020-11-26T13:48:00","slug":"blog-a-pre-postmortem-about-marketing","status":"publish","type":"post","link":"https:\/\/sickgaming.net\/blog\/2020\/11\/26\/blog-a-pre-postmortem-about-marketing\/","title":{"rendered":"Blog: A pre-postmortem about marketing"},"content":{"rendered":"
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Gamasutra: Drew McIntosh’s Blog – A Pre-Post-Mortem About Marketing (5 Lessons Learned) <\/title> <!--[if lt IE 9]> <a href=\"http:\/\/html5shim.googlecode.com\/svn\/trunk\/html5.js\">http:\/\/html5shim.googlecode.com\/svn\/trunk\/html5.js<\/a> <![endif]--> <!-- CSS --> <!-- link href=\"https:\/\/twimgs.com\/gamasutra\/css\/minified.css\" rel=\"stylesheet\" type=\"text\/css\" \/ --> <!-- Mobile Specific Metas --> <!-- Start Visual Website Optimizer Asynchronous Code --> <!-- End Visual Website Optimizer Asynchronous Code --> <!-- Start HeatMap.me Code --> <!-- End HeatMap.me Code --> <!-- Start: GPT Sync --> <!-- End: GPT --> <!-- Eloqua tracking code --> <!-- End Eloqua tracking code --> <!-- Google Tag Manager (noscript) --> <!-- End Google Tag Manager (noscript) --> <!--Cookie banner code starts here --> <!--Cookie banner code ends here --> <!-- Informa Branding code goes here--> <\/p>\n<div id=\"iribbon-container\" class=\"content-body-wrapper\"> <button id=\"iribbon-title\" title=\"show\/hide\" class=\"inactive\">Informa<\/button> <\/p>\n<div id=\"iribbon-detail\" class=\"ribbon-hide\">\n<div id=\"iribbon-left\">\n<p>Gamasutra is part of the Informa Tech Division of Informa PLC<\/p>\n<\/p><\/div>\n<div id=\"iribbon-right\">\n<p>This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. 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Everyone says it requires a completely different skill set than developing a game does and that could not have become more obvious to me over the course of making Spaceslingers. So here I\u2019ll try to explain some of the hard earned lessons I learned while making and marketing Spaceslingers for $0:<\/p>\n<p>(View this post in all it’s original glory here: <a href=\"https:\/\/refreshertowel.games\/2020\/11\/23\/marketing-pre-post-mortem\/\">A Pre-Post-Mortem About Marketing<\/a>)<\/p>\n<p><strong>Contents<\/strong><\/p>\n<p><a href=\"https:\/\/www.gamasutra.com\/blogs\/DrewMcIntosh\/20201124\/374142\/A_PrePostMortem_About_Marketing_5_Lessons_Learned.php?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+GamasutraNews+%28Gamasutra+News%29&utm_content=Google+UK#tldr\">TLDR; BULLET POINTS FOR A BUSY DEV<\/a><\/p>\n<p><a href=\"https:\/\/www.gamasutra.com\/blogs\/DrewMcIntosh\/20201124\/374142\/A_PrePostMortem_About_Marketing_5_Lessons_Learned.php?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+GamasutraNews+%28Gamasutra+News%29&utm_content=Google+UK#lesson-1\">LESSON 1: OOOH, SHINY!<\/a><\/p>\n<p><a href=\"https:\/\/www.gamasutra.com\/blogs\/DrewMcIntosh\/20201124\/374142\/A_PrePostMortem_About_Marketing_5_Lessons_Learned.php?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+GamasutraNews+%28Gamasutra+News%29&utm_content=Google+UK#lesson-2\">LESSON 2: WISHING FOR WISHLISTS<\/a><\/p>\n<p><a href=\"https:\/\/www.gamasutra.com\/blogs\/DrewMcIntosh\/20201124\/374142\/A_PrePostMortem_About_Marketing_5_Lessons_Learned.php?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+GamasutraNews+%28Gamasutra+News%29&utm_content=Google+UK#lesson-3\">LESSON 3: WHERE\u2019S THE AUDIENCE<\/a><\/p>\n<p><a href=\"https:\/\/www.gamasutra.com\/blogs\/DrewMcIntosh\/20201124\/374142\/A_PrePostMortem_About_Marketing_5_Lessons_Learned.php?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+GamasutraNews+%28Gamasutra+News%29&utm_content=Google+UK#lesson-4\">LESSON 4: THE RIGHT TOOLS<\/a><\/p>\n<p><a href=\"https:\/\/www.gamasutra.com\/blogs\/DrewMcIntosh\/20201124\/374142\/A_PrePostMortem_About_Marketing_5_Lessons_Learned.php?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+GamasutraNews+%28Gamasutra+News%29&utm_content=Google+UK#lesson-5\">LESSON 5: CONTENT IS KING<\/a><\/p>\n<p><a href=\"https:\/\/www.gamasutra.com\/blogs\/DrewMcIntosh\/20201124\/374142\/A_PrePostMortem_About_Marketing_5_Lessons_Learned.php?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+GamasutraNews+%28Gamasutra+News%29&utm_content=Google+UK#wrap-up\">THE WRAP UP<\/a><\/p>\n<hr class=\"wp-block-separator\" id=\"tldr\">\n<ul>\n<li>Twitter is good for interaction but not good for clickthrough rates.<\/li>\n<li>Reddit is ok, but people are jaded and hate advertising which makes it hard to self-promote (although if you do post something that gains traction, it\u2019ll generally have a good clickthrough rate)\u2026Also be careful about breaking the much loved (or hated, depending on which side of the fence you sit) 10% rule: no more than 10% of your content should be self-promotional (and some subs don\u2019t allow self-promotion at all).<\/li>\n<li>Facebook..I don\u2019t even know, maybe I was just extra bad at it, but nothing happened there. I think it\u2019s literally <strong>necessary<\/strong> to buy advertising from them in order to get your posts promoted. Organic growth <em>did not happen in my experience<\/em>.<\/li>\n<li>If you reach out to media, it\u2019s gotta be targeted. I sent out a fair few emails, but the ones that replied were the ones that I kind of <em>knew<\/em> would probably reply, because what I was sending was right up their alley. Also make sure to have a presskit handy so that you can link to all the relevant information. This is mine (it\u2019s not the best, but it worked for what I needed): <a href=\"https:\/\/refreshertowel.games\/spaceslingers-presskit-3\/\" rel=\"noreferrer noopener\" target=\"_blank\">https:\/\/refreshertowel.games\/spaceslingers-presskit-3\/<\/a><\/li>\n<li>Give people content, not just information. People generally don\u2019t care too much about \u201cLook at this screenshot!\u201d but they will care a lot more about \u201cHere\u2019s how I achieved this specific look in my game\u201d or something like that.<\/li>\n<li>Above all, remember your audience is not fellow game devs. You\u2019ve gotta try as hard as you can to find where the people who are most likely to enjoy your game spend their time\/learn about new games and then promote there to them. Don\u2019t expect them to find you.<\/li>\n<\/ul>\n<hr class=\"wp-block-separator\" id=\"lesson-1\">\n<p>Flashy, beautiful stuff rules all. In real life and in games. This sucks, and it means that a lot of potential developers are going to be disappointed, but it\u2019s true. If you want to market stuff, it has to look good, gameplay\/mechanics\/coding chops be damned (not saying that it\u2019s literally impossible to market something that looks terrible with good gameplay or awesome mechanics, but it\u2019s the equivalent of jumping out of a plane without a parachute\u2026Sure, it\u2019s <em>possible<\/em> to survive, but will you?)<\/p>\n<p>Unfortunately for me, I am not an artist, I\u2019m a game designer. I tried my best with the Spaceslingers artwork, and while I\u2019m proud of what I managed to achieve all by my little lonesome, a proper artist definitely would have elevated the look of the game. That being said, I was working within my specific budget and hiring an artist was 100% outside of that budget. I did what I could with what I had and if I had to do it again, I would go down the same route. Still, it did not make marketing easy.<\/p>\n<p>Probably the most marketable thing I did was take this screenshot of my level editor:<\/p>\n<figure class=\"wp-block-image size-large is-resized is-style-default\"><img decoding=\"async\" alt class=\"wp-image-580\" data-attachment-id=\"580\" data-comments-opened=\"1\" data-image-description data-image-meta=\"{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}\" data-image-title=\"2020-11-08\" data-large-file=\"https:\/\/www.sickgaming.net\/blog\/wp-content\/uploads\/2020\/11\/blog-a-pre-postmortem-about-marketing-2.png\" data-medium-file=\"https:\/\/www.sickgaming.net\/blog\/wp-content\/uploads\/2020\/11\/blog-a-pre-postmortem-about-marketing-8.png\" data-orig-file=\"https:\/\/refreshertowelgames.files.wordpress.com\/2020\/11\/2020-11-08.png\" data-orig-size=\"1920,1080\" data-permalink=\"https:\/\/refreshertowel.games\/2020\/11\/11\/creating-a-delivery\/2020-11-08\/\" height=\"289\" loading=\"lazy\" src=\"https:\/\/www.sickgaming.net\/blog\/wp-content\/uploads\/2020\/11\/blog-a-pre-postmortem-about-marketing-2.png\" width=\"512\"><\/figure>\n<p>It shows the gravity (the angle of the lines) and the time dilation (the colours of the lines) of a bunch of paths you could launch on. It\u2019s intriguing and science-y and a lot of people liked it. That being said, it led to roughly around 20-30 wishlists all up (based loosely on wishlist timings). Not much at all. In fact, nothing in the big scheme of things which leads me to lesson 2:<\/p>\n<hr class=\"wp-block-separator\" id=\"lesson-2\">\n<p>If you want to make a commercially successful game, where you earn a proper compensation for your development time, the much quoted number is around 5 to 10 <em><strong>thousand<\/strong> <\/em>wishlists. Once you start trying to market your own game, alone, with no budget, you\u2019ll realise how big that number is. It requires a consistent effort, day in day out, working with quality material to even attempt to approach that number. In fact, if you\u2019re working on the game more than you are marketing for the majority of development, you\u2019re kind of not doing marketing right. A 50\/50 split between development time and marketing time is what is usually quoted as being necessary and I would go so far as to say marketing might need more time than that. As an aside, I did not approach that number of wishlists. But I learnt a lot about how I <em>might<\/em> try to next time.<\/p>\n<p>Now 50\/50 split might seem like way too much time marketing but think of it this way: You\u2019ve gotta find those wonderful points in your game, those unlikely, serendipitous, beautiful moments that showcase your game at it\u2019s best. You\u2019ve got to find them multiple times a week (different ones each time). Then you\u2019ve got to record them. Edit them into a flashy format (whether it\u2019s a gif or a youtube video). Make them really sparkle. Then you\u2019ve gotta figure out what leads to the best metrics\u2026Is Twitter good with video? How does Reddit handle screenshots? Are you likely to get interaction on Facebook by posting a gif? How many clickthroughs did you get from each? Was the 2-hour editing process worth that number? Etc, etc. Hope you\u2019re keeping tabs on all this stuff because I wasn\u2019t. I posted what I thought was cool whenever I found it and it was not an effective marketing strategy. Learn to read metrics and probably keep a database somewhere with all the stats.<\/p>\n<hr class=\"wp-block-separator\" id=\"lesson-3\">\n<p>How do you reach your audience? I had the most trouble with this. Spaceslingers is <em>kind<\/em> of a puzzle game, but it\u2019s also <em>kind<\/em> of a speedrun game, but not really fully either of those. It\u2019s not <em>action<\/em> perse, but it does have tense moments. It\u2019s also comedic, really difficult when you are new at it, and the concepts it explores do not come naturally to people (can you guess what path a ship would take when it bounces between two blackholes and then goes near a hypothetical \u201cwhitehole\u201d? You can\u2019t? Welcome to 99% of the human race!)<\/p>\n<p>Trying to explain what was fun about it without actually having people play it was really difficult and I had a huge amount of trouble with crafting a message that really sold the game. I definitely should have thought a lot more about this before diving into the development. But, like most indies, I was smitten with the idea and just started doing it.<\/p>\n<p>Unbeknownst to me, at the time, there are a <strong>lot<\/strong> of puzzle games being released on Steam, and they have a very low earning rate (look at the first graph on this page: <a href=\"https:\/\/howtomarketagame.com\/2020\/10\/19\/steamgenres\/\" rel=\"noreferrer noopener\" target=\"_blank\">https:\/\/howtomarketagame.com\/2020\/10\/19\/steamgenres\/<\/a>\u2026In fact, just read that whole site, it\u2019s excellent). Now, Spaceslingers isn\u2019t <em>really<\/em> a pure puzzle game, more a speedrun physics puzzle game, which is a little bit different I guess, but in any case I was launching a game that was in a highly populated genre with a very low earnings potential. Which is bad (or rather, it would be bad if I was relying on Spaceslingers to do well, but that wasn\u2019t my primary focus\u2026My real goal with it was to <strong>learn how to release a commercial game<\/strong> which I accomplished). If my goal was pure profit, then I definitely should\u2019ve done more effective market research before deciding to push through with Spaceslingers.<\/p>\n<p>Even when I finally had what I thought was an effective message for the game, the question arises: Where do I post it? Starting out as an unknown indie developer, you don\u2019t have facebook or twitter followers, you don\u2019t have a subreddit waiting to eat your game up, the internet does not care about you at all. So what do you do? Post it on game dev forums for all your developer friends! Or rather, that is the exact <strong>opposite<\/strong> of what you should do. It\u2019s by far the easiest course to take and I think it\u2019s the path a lot of aspiring developers take (including myself in there). After all, who\u2019s going to be the most willing to like a well crafted menu system, or a showcase of that awesome scrolling text system you coded from scratch? Fellow devs are! But actual players won\u2019t care\u2026Players want to know why your game is going to make their life awesome after they buy it. I learnt about this trap while I was doing the marketing research, but I still fell into it a fair bit. It\u2019s just too easy.<\/p>\n<p>What you <em>should<\/em> be doing is talking to as many players as possible who like the genre of game you are making and finding out how they learn about games. Are there any secret subreddits you didn\u2019t know existed? Is there a random forum out there where those players all congregate to share news? Is there a specific hashtag the players use when looking for new games? Find your audience because they won\u2019t find you. If you don\u2019t find them you\u2019ll just be screaming into the wind and maybe, very occasionally, a passing leaf will be blown off course by your incessant yelling and land on that wishlist button. But that won\u2019t happen nearly enough to make anything approaching a profit without good messages targeting your specific niche.<\/p>\n<hr class=\"wp-block-separator\" id=\"lesson-4\">\n<p>Make a presskit and have a centralised place that you post everything online to. Mine is this website (although I didn\u2019t get that right; I moved over from a standalone Spaceslingers site to RefresherTowel Games as I neared launch, which definitely had an impact on traffic I had built up). However, a presskit is a great thing. Write one. Right now! Have a read of mine here: <a href=\"https:\/\/refreshertowel.games\/spaceslingers-presskit-3\/\" rel=\"noreferrer noopener\" target=\"_blank\">https:\/\/refreshertowel.games\/spaceslingers-presskit-3\/<\/a> but also, I just blatantly copied Vlambeer\u2019s <a href=\"https:\/\/dopresskit.com\/\" rel=\"noreferrer noopener\" target=\"_blank\">presskit()<\/a> design, so go over there as well and learn from the true masters.<\/p>\n<p>Having a presskit was super helpful for me, it gave me a great way of mentally collating information, it let me immediately and easily share information about the game to any press who were interested. In fact, it\u2019s the fourth most viewed page on my site, sitting just behind the Spaceslingers page itself, and it\u2019s ahead of the Spaceslingers devlog (which surprised me, as I assumed most people would be more interested in reading about the development than checking out an official presskit document).<\/p>\n<p>By keeping all this information in the same place, it makes it much easier for people to find your game, rather than finding one piece of information on forum X, another in twitter thread Y, another on site Z and finally links to your game on your facebook profile. Organise and centralise and give people a consistent place to visit again if they are interested.<\/p>\n<hr class=\"wp-block-separator\" id=\"lesson-5\">\n<p>So, you got some people liking tweets and commenting on a few forum threads of yours, maybe some reactions in a few discord servers. How do you drive them to your centralised place? How do you make sure they stay engaged? How do you get them to share stuff that showcases your game?<\/p>\n<p><strong>Give them content<\/strong>. Not screenshots, not sweet descriptions of stuff, but actual valuable information that they could use in their life.<\/p>\n<p>For instance, let\u2019s say you\u2019re creating a fighting game where all the fighters are wooden puppets called, uhh\u2026Wrangling Wood. Why are you making this game? Because you secretly love woodworking! Use that!<\/p>\n<p>Write a blog post or tutorial about what tool bits you\u2019ve found to be the best, or how to handle a lathe like a pro (I don\u2019t know anything about woodworking if you can\u2019t tell), or create a video walk-through where you craft one of the puppets for real from a chunk of wood. <em>This<\/em> is shareable content. This sort of stuff will keep driving traffic to your site for a <strong>long<\/strong> time. People hate feeling like they are doing marketing for you, but they love sharing cool bits of information with their friends!<\/p>\n<p>Of course, it might feel like there\u2019s no angle like that for your game, but it\u2019s just a matter of thinking things through. There\u2019s going to be some passion or inspiration you are drawing from to create the game. That passion, as a topic, will extend beyond the domains of your game in some way. It\u2019s in that extended domain that you should be able to find <strong>something<\/strong> to teach or interest people that still relates to your game.<\/p>\n<p>A real example is my blog post: <a href=\"https:\/\/refreshertowel.games\/2020\/08\/04\/tutorial-particle-effects-in-gml\/\" rel=\"noreferrer noopener\" target=\"_blank\">Creating Sweet Particle Effects in GMS2<\/a>. I was having a lot of fun experimenting with particle effects while making Spaceslingers and I was finding new uses for particle skills I\u2019d learnt in previous projects. So I did what I enjoy doing; I made something to help other people. A detailed tutorial on how to go from nothing to some pretty cool particle effects and also some tips on the process of creating new custom effects. Then I posted it on reddit, a few forums, twitter, and facebook, and bam\u2026A few thousand views in the first few days, which led to the highest clickthrough rate from my site to the Steam page for Spaceslingers in the entire development period. And it\u2019s kept going\u2026Nowhere near as strong as in that first week but still a consistent stream in the 100\u2019s of visits each week to that tutorial and a few percent of them clicking through to Spaceslingers. It was definitely the best use of my time marketing-wise.<\/p>\n<hr class=\"wp-block-separator\" id=\"wrap-up\">\n<p>That\u2019s about it. I wanted to write this all down while the experiences were still fresh in my head just after launch instead of waiting for the traditional few months and then doing a post-mortem. The titular pre-post-mortem.<\/p>\n<p>This post is, in many ways, the true goal of Spaceslingers. I wanted to learn the ropes. I wanted to find the pitfalls I would fall into and mark them out for myself. I wanted to see what I would find most difficult and what points I could do well. How Spaceslingers did commercially was a lot less important to me than how much I managed to learn along the journey. After all, expecting to hit a home run commercially as an unknown indie dev with a $0 budget releasing their first game would be more than a little insane (the last little lesson you can take away from this post).<\/p>\n<p>So plan carefully, expect to spend a lot of time trying to market your game, don\u2019t expect commercial success with your first (or second, or third) title and <strong>have fun!<\/strong> It\u2019s why we\u2019re indie devs after all. We want to make unique, interesting and sometimes spiky experiences. The kind of shit you won\u2019t get from big studios with accountants and tons of corporate inertia.<\/p>\n<p>Thanks for reading through this giant of a blog post! Oh, and if this has been helpful make sure to <a href=\"https:\/\/refreshertowel.games\/games\/spaceslingers\/\">head over to the Spaceslingers page and plop down a purchase <img loading=\"lazy\" decoding=\"async\" alt=\"wink\" height=\"13\" src=\"https:\/\/www.sickgaming.net\/blog\/wp-content\/uploads\/2020\/11\/blog-a-pre-postmortem-about-marketing-3.png\" title=\"wink\" width=\"24\"><\/a><\/p>\n<\/p><\/div>\n<hr>\n<div class=\"hide-phone\">\n<h3>Related Jobs<\/h3>\n<div class=\"stories_item\">\n<div class=\"thumb\"><a href=\"https:\/\/jobs.gamasutra.com\/job\/junior-to-mid-programmer-austin-texas-34488\"><img decoding=\"async\" src=\"https:\/\/www.sickgaming.net\/blog\/wp-content\/uploads\/2020\/11\/blog-a-pre-postmortem-about-marketing-1.jpg\" alt=\"Airship Syndicate\" width=\"120\"><\/a><\/div>\n<\/p><\/div>\n<div class=\"stories_item\">\n<div class=\"thumb\"><a href=\"https:\/\/jobs.gamasutra.com\/job\/mid-to-senior-artist-stylized-pbr-austin-texas-34649\"><img decoding=\"async\" src=\"https:\/\/www.sickgaming.net\/blog\/wp-content\/uploads\/2020\/11\/blog-a-pre-postmortem-about-marketing-1.jpg\" alt=\"Airship Syndicate\" width=\"120\"><\/a><\/div>\n<\/p><\/div>\n<div class=\"stories_item\">\n<div class=\"thumb\"><a href=\"https:\/\/jobs.gamasutra.com\/job\/technical-artist-all-genders-hamburg-34678\"><img decoding=\"async\" src=\"https:\/\/www.sickgaming.net\/blog\/wp-content\/uploads\/2020\/11\/blog-a-pre-postmortem-about-marketing-4.png\" alt=\"New Moon Production \" width=\"120\"><\/a><\/div>\n<\/p><\/div>\n<div class=\"stories_item\">\n<div class=\"thumb\"><a href=\"https:\/\/jobs.gamasutra.com\/job\/concept-artist-new-mobile-game-hamburg-34653\"><img decoding=\"async\" src=\"https:\/\/www.sickgaming.net\/blog\/wp-content\/uploads\/2020\/11\/blog-a-pre-postmortem-about-marketing-5.png\" alt=\"innogames\" width=\"120\"><\/a><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<hr><\/div>\n<p> <!-- InstanceEndEditable --> <\/div>\n<p><!--end contentbox-->\n<\/div>\n<p><!--end span-16--> <\/div>\n<p> <br class=\"clear\"> <\/div>\n<p><!--end span-21--> <!--begin right sidebar--> <!--end right sidebar--> <!– <\/div>\n<p> Extra Div –> <!-- Beginning Sync AdSlot 21 for Ad unit Gamasutra\/\/independentgames ### size: [[8,2]] --> <!-- End AdSlot 21 --> <!-- Beginning Sync AdSlot 22 for Ad unit Gamasutra\/\/independentgames ### size: [[8,4]] --> <!-- End AdSlot 22 --> <!-- Beginning Sync AdSlot 23 for Ad unit Gamasutra\/\/independentgames ### size: [[4,4]] --> <!-- End AdSlot 23 --> <br class=\"clear\"><\/p><\/div>\n<p><!--end content-body-wrapper--> <\/div>\n<p><!--end container--><br \/>\n<!--begin footer--> <!--end footer--> <!-- SiteCatalyst code version: H.21.\nCopyright 1996-2010 Adobe, Inc. All Rights Reserved\nMore info available at http:\/\/www.omniture.com --> <a href=\"http:\/\/www.omniture.com\" title=\"Web Analytics\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.sickgaming.net\/blog\/wp-content\/uploads\/2020\/11\/blog-a-pre-postmortem-about-marketing-3.gif\" height=\"1\" width=\"1\" border=\"0\" alt><\/a><!--\/DO NOT REMOVE\/--><br \/>\n<!-- End SiteCatalyst code version: H.21. --> <!-- Begin ADSNATIVE Code --> <!-- End ADSNATIVE Code --> <!--Begin Ad script for pixel --> <!--END Ad script for pixel --> <\/p>\n","protected":false},"excerpt":{"rendered":"<p><!– –> Gamasutra: Drew McIntosh’s Blog – A Pre-Post-Mortem About Marketing (5 Lessons Learned) Informa Gamasutra is part of the Informa Tech Division of Informa PLC This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. 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