Growing an Internet Cult: 'Cult of the Lamb's' Social Strategy
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- Опубліковано 18 тра 2023
- In this GDC 2023 talk, Jared J. Tan, Devolver Digital's Community Strategist, discusses how the development team created meme-able moments and an iconic art-style by thinking about marketing from the start. He details how he harnessed those elements while blending creative content and social media analytics to grow a culturally relevant gaming brand.
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Timestamps:
00:00:00 - Intro by "Reverend" Jared J. Tan
00:01:32 - Growing an Internet Cult: 'Cult of the Lamb's' Social Strategy
00:01:39 - How to tell people about your cult?
00:03:13 - Social Media - My Job (Speaker Biography)
00:03:55 - What is 'Cult of the Lamb'?
00:04:50 - How Big is Our Cult?
00:06:33 - Big Takeaway: "Games Go Viral"
00:07:00 - Outstanding Games
00:09:26 - Benefits of Social Media
00:10:00 - Does Social Media Convert?
00:13:57 - How to Tell People About Your Game?
00:15:40 - Grab Attention for Discovery
00:17:40 > Tiktok Discovery
00:19:50 > Steam Discovery
00:21:31 - Convert Attention into Interest
00:24:04 > Twitter Interest
00:24:57 > Tiktok Interest
00:26:32 - Designing Content for the Platform's Goal
00:26:36 > Tiktok
00:30:14 > Steam
00:31:45 - Reward Attention with an Emotional Response
00:34:47 > Link to a Concept
00:36:11 > Link to a Trend
00:37:27 - Content Efficiency: Recontextualizing Assets for Different Media
00:38:21 > Link to a Trend (cont): Anticipating Trends
00:39:44 > Link to a Personal Story
00:42:33 - Recap
00:44:10 - Contact Jared
00:44:34 - Conclusion
00:46:50 - Questions
00:47:19 > 1. Where would you recommend focusing animation [art] budget so that it can best serve marketing?
00:48:54 > 2. How would you market Cult of the Lamb if it had realistic graphics (vs. cute animals)?
00:50:33 > 3. "Do you have advice for someone trying to make a business case to leadership like: 'Hey someone should invest more in our Tiktok?'"
00:52:31 > 4. How did your team assess risk when featuring things like Scientology or parodying Rovio IP in your marketing?
00:54:20 > 5. How should you juggle linking your game to a familiar concept (like another game) without also linking to associated expectations that may be inaccurate?
00:56:59 > 6. "To what extent do you use SEO tools and focus groups to determine the content of your messaging?"
00:57:58 > 7. "Did any of your marketing involve the music? [...] Does music have the same impact as visuals in Tiktok videos?"
00:59:31 > 8. "Did you use content creators to promote your game at all?"
Thanks! ❤
wow the goat, thanks
Determination ( I hope u get the reference )
This guy looks like he should be playing keytar in an 80s synth pop band. Aspirational drip.
Devolver isn't paying this guy enough.
I don't know what his pay is, but Devolver you gotta double it. At least.
It's hard to make a good presentation. It's even harder to make it make it palatable, engaging, and dare I say funny.
Kudos
Honestly the art direction of this game is top notch. And the UI design is PERFECT. Both me and GF had a blast playing this
As another fellow accountant, this was a really cool presentation 👏🏽😃
Seeing this video and experiencing the suberb quality of the game itself, it's no wonder that the game saw a massive success all round. The entire aesthetic of this game feels like the Animal Crossing X Doom Eternal trend ecapsulated into one being.
Holy crap this guy is so likable wtf!
Very informative and fun to listen to presentation 😁
Praise be!
Great talk!
The title is so good.
at first, I accidentally read like "growing an Internet sl#t"
This dude is hilarious 🤣
That game looks cool. I hope soon we have super smart AGis to play the role as cult leader and see what hijinks emerge when they accumulate loyal followers and resources :D
"And the kings of the earth, and the great men, and the rich men, and the chief captains, and the mighty men, and every bondman, and every free man, hid themselves in the dens and in the rocks of the mountains; And said to the mountains and rocks, Fall on us, and hide us from the face of him that sitteth on the throne, and from the wrath of the Lamb: For the great day of his wrath is come; and who shall be able to stand?"
(Revelation 6:15-17)
What's the TLDR?
Speaker gives one at 42:33
Mormons play family board games