Exoloper is in open beta, and if you're seeing this, that means I'm exhausted.
It's been a good couple months since I last posted here. August and September had me in cleanup mode, leaving little to write about and October has just been dedicated to getting the game's marketing and public presence in shape and ready to go online, and its hard (at least for me) to write about my progress on building marketing material.. at least.. while I'm building it. I also lost the last two weeks of work to sickness and non-anchorite work stuff.
So what marketing material have I worked on?
1. Key Art, branding and "screenshots"

A big chunk of the work I've done over the past little while revolves around building out the games key art. Most of this is never a true "screenshot" of the game, but rather a carefully selected set of images extracted from the game with some minor tweaks. Particularly for the AppStore / App Icons you want to get the vibe of what it's like to play the game. Reinforce that core fantasy that your game sells.
With branding mostly sorted out in the UI dev phase, I simply extended upon that. The purple / green colour choice is never quite as appealing as blue / orange, but it does exude an air of mystery that's particularly useful in marketing. Doubling down on that by utilising the thick fog often seen in the daytime moments of gameplay help to give the world and alien vibe. We know we're not fighting for earth when we see these screenshots, so it's gonna be sci fi, we see mecha, tanks, and lasers, so we're building a picture of something tactical, something combat related. The big strong bold font reinforces that 70's sci fi vibe, like something from a pulpy sci fi book.
2. Website
Exoloper

If you're already here on my website, there's a chance you've come across the landing page for Exoloper. If you're lucky, you've seen it in ok shape. Like my work on the key art and screenshots, most of this builds on the style guide I built for Interloper. In many cases simply copying the concepts. It was still a full rebuild, as Interloper's website certainly could've been built in a cleaner way, but you know what they say? Build better templates.
All of this is hand built HTML and CSS, with only enough JS to show some slides on mobile. There's something really lovely about building websites this way that's just so distinct from using React or Angular. It's simple, easy, elegant and it just works. Is it absolutely perfect? No. Does it do the job? We'll see....
3. Teaser Trailer.
Exoloper Teaser Trailer

I might be crazy.. no I'm definitely crazy. But a couple years ago I dropped all of Adobe's tools, all of Autodesk's tools, and basically any software I was paying a subscription for. This happend in part because I saw what LumaFusion could do on a 2017 iPad Pro 9.7" for $20 odd aussie bucks. When it became possible to run it on Mac it just became my default video editing software. Sure I miss some features from Premier and After Effects, but I barely used a percentage of all their features, and wasn't getting good value from the amount I was paying.
The result is I have a very stable and very reliable, but rather simple process for creating trailers. Capture a ton of footage, slice it all together, chuck a beat under it all then edit to that beat as best I can. My games tend to have enough explosions and what I like to call "HELLYEAH" moments that they can speak for themselves, I just need to jazz it up and give potential customers a wee taste of whats to come.
3.1 Teaser music

One thing I'm particularly proud of doing with Exo is adding "musician" to the list of hats that I wear making my games. Auxy on iPad is one of those apps I wished was available on Mac the same way LumaFusion is. (also man please let my sync my tracks via iCloud while you're at it) This one comes with a subscription, and is currently the only creative software I pay a sub for, but it's just that good. If someone with as much of a tone-deaf vibe as me can make even vaguely ok music with it, it's doing something right. Super easy to use, and more importantly, its just fun to make some sick beats with it.
In terms of the trailer, I could've grabbed one of the tracks from the game and called it there, but often trailers need something more bespoke, something that tells a specific story. As you can see, what I created was as simple as simple gets, but it does the job and I'm happy with it.
4. Promo text, appstore listing, and the BIG ONE.
Copy writing isn't my skill. Go look through the game, check out my writing. Run back through some of my posts here, same thing. Full of mistakes, kinda rambly, and full of vagueposting. I thrive in a medium that you can experience with your body, see with your eyes, feel with your hands, hum to with your ears.
So when it comes to writing up copy for the game, I mostly lifted from my work on Exoloper. I'd guess I spent about two to three days writing various forms of copy for Exo, and for Interloper, more like two to three weeks. In most cases it kinda works in a similar way to key art. Get it right once and you can probably reuse most of that elsewhere. Lets hope it works because:
That copy writing phase was also to build out press releases and the like and to me, this was more difficult than any other part of building out the marketing. Every piece of advice in game dev marketing is all like "market your game from day one" and "don't wait until you're finished to start marketing the game" and well um. Yeah, probably right. I'll be real, I've got no idea what I'm doing with games press. Lovely people, great fun to interact with, but my god I didn't get into being a solo game dev to interact with people. I hope that whatever I sent off was coherent and made sense, and importantly, wasn't of any offense to anyone.
If you're press reading this, hi! Thank you.
Wrap up
I've often said to close friends that I'd love to never release my games, or maybe to just release them for free. Making games is an absolute delight, but the road to launch has me waking up every day with a gut punch of dread. You can't fail when you're just trying cool stuff out, but you absolutely can when it comes to selling a product.