Hashtag Academy blog

Case Study: Indie game studio @MagicIndie gets social media optimization by @Galynitics



By Galyna Ievdokymenko

Social media marketing can be tough for a small company with limited resources. Moreover, some industries demand more communication with current and potential customers. Unsurprisingly, the owners or marketers of such firms might feel lost, and, therefore, eager to get a helping hand.

Meet the main protagonist: Magicindie, an independent game developement company in Moldova, mainly focusing on the free to play market. Magicindie has two games released, Cyberline and ShadowQuest RPG. Their social media marketing strategy has been haphazard, but clearly ineffective, at least the owner recognized an urgent need to make changes. That is when they found RiteKit.

 

They began with work on their two main twitter accounts:Magicindie and ShadowQuest and two Facebook pages. One may see how the ShadowQuest Twitter stream looked in the end of June. However, the most intriguing part was the Tweets, which were crafted with much care, but did not manage connect with an audience.

Thorough analysis showed that the posts, done by the studio, to both social media sites (FB and Twitter) had been rather irregular and not always relevant. Their posts have not been catching enough, nor had they had used variety in their hashtag choices, that would have facilitated discovery from those who might have been interested in their products. Low daily game installs were the result.

 

 

Their Twitter Analytics illustrates the reach of their Twitter accounts over a one month period (and 28 days, in detail). We can see that the ShadowQuest account is far more successful in terms of Tweet impressions. This shows how they were doing before any social media optimization tools were used.

The game producer of Magicindie, Evgheni Caraion, decided to start using RiteTag in order to improve the marketing strategy of the company, in general. Evgheni explains: 

The gaming industry is very personal. People want to know how you are developing your game, who you are, who are the people behind the game. If you do not use the social media in the proper way, you will not be able to spread the word about your game.

Consequently, Evgheni began to use RiteTag daily to schedule and auto-enhance posts for Twitter and Facebook. Evgheni admits that at first he did not feel confident with his social media marketing. However, after he had learned how to work with RiteTag, he has that everything was pretty straightforward to him.

One could assess their success rate by looking at the number of installs (in Google Play), which is primarily a result of social media promotion. 

Ah, but how? It’s all in Auto-Enhance, and the call-to-action added to page URLs shared in posts.

 

As one may see, there is a steady increase in the number of daily installs by device, starting from the late June. Consequently, the overall customer base of the company is growing. 

Surely, the figures are significant when one tries to evaluate the impact of RiteTag on the company’s performance in social media. Nevertheless, some things might stay unnoticed in such case. Evgheni Caraion points out that: 

The biggest impact was the fact that I managed to connect with people that are relevant for us and the industry. There were guys from Orange Bison and other twitter and youtube personalities. They contacted with me after they saw the posts I had made, of course, using RiteTag, RiteForge and RitePush.

During the conversation with the representatives of Orange Bison (a game news and review website for indie game developers), Magicindie managed to get a positive review for their game being published online. It is important to acknowledge that reviews are truly crucial when it comes to the indie game development industry.



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