Shopper Stamina for Game Devs

What is it?

Think of yourself shopping for something.

It’s tiring right?

You need a pair of shoes, or maybe a fast food dinner.

You’ll scroll through each individual product or listing.

If you’re in a store, you’ll pick it up and inspect it.

Eventually, it takes it’s toll.

If something doesn’t click, you put it down and move to the next option.

If you’ve ever bought a game on Steam (gonna assume you have) – it’s no different.

So we need to be mindful of this.

We can’t make every single visitor want to buy it.

But we can stop wasting the energy of the ones who would.

And the same with those who don’t.

How?

Be mindful of their energy.

Tell them exactly:

1. What our game is
2. What existing games it’s like
3. Who the target audience is
4. Any other important features that will make a potential buyer impressed

On that last one, I mean things like local coop, online coop, controller compatibility, roguelite progression, those sorts of things.

Steam already does most of the heavy listing with that stuff.

But tbh, I still find Steam pages awkward to figure out controller compatibility at times.

Especially with the ability of Steam input api.

The clearer we make it, the more accurate our potential buyer’s impression will be…

And the less stamina it costs them to get there.

Shoppers get 5 stamina points

Lets gamify this.

Imagine your shoppers have 5 stamina points.

When they get low, they’re more likely to bounce.

When they get to 0, they definitely bounce.

So what spends energy?

1. Genre ambiguity: What sort of game is this? I can’t tell from the trailer, screenshot or other media.
2. Unclear capsule: Capsules do waaaay more than catching eyes. They convey the mood and often times the genre of the game. Ever noticed how 4X games have a bust of a leader on the left/right staring menacingly?
3. Screenshot variety: Screenshots that show the same environment or level over and over. How much content is in this? Is the game unfnished/abandoned? Do I really need to go to the discussions area to find out?
4. Unclear trailer: What actions am I performing minute-to-minute? What games is it similar to? What am I actually even doing in this game?!
5. Poor description area: Ranting about the story or lore before I even know what my role is. Concise headings, descriptive media/screenshots/gifs/ and language to tell the player exactly what this game is.
6. Accessibility info: Steam usually covers this, but it can be hard figuring out if I can sit on the couch and play with a controller. If you can, SHOUT ABOUT IT! PLEASE!

Basically, be clear about who and what your game is.

Who would like it?

What games were you inspired by?

What games are similar?

Who is this for fans of?

Shine a mirror on your page visitor.

Show them exactly who they are.

If they’re Rimworld enjoyers and your game is a new colony sim about cannibals.

BE CLEAR. Not just CLEAR. But MORE CLEAR than you think is needed. SHOUT ABOUT WHAT YOUR GAME IS!!

Stamina can replenish

If your hook is strong enough, shoppers can regain their stamina.

They can push through friction.

That’s not me saying be lazy here.

Take our earlier example of a cannibal colony sim.

If you unknowingly didn’t properly advertise that your game is similar to Rimworld.

But this visitor really wants to rule a clan of cannibals.

They will stick around longer and use more energy to find out:

“Is this game like Rimworld?”

The three-legged walker

You’re heading out to shop for a new car.

The job of the car – Get you to your work 5 miles away and home each day.

You’re heading to the car dealership.

All of a sudden, you’re stopped by a salesman at a new shop that opened up.

“Looking for a car?”

Great luck, you are!

“Well i’ve got what you’re after, come see!”

You follow him, there’s not a car in sight.

All of a sudden, he stops infront of a 3 legged monstrosity with an elevated cockpit and 2 levers inside.

“This will get you to work and back each day”

This might sound absurd. It does actually.

This is the idea of ‘being original’.

Sometimes we rush to be ‘original’ without realizing that what’s out there works.

And learning something new is exhausting, even if it’s as trivial as a game.

The saleman also has to teach you what it is.

It doesn’t have 4 wheels, it has 3 legs.

But it only uses 2, the 3rd one is reserved for faults.

A spare leg, if you will.

The levers, well, they’re designed to offer you more individual control of each side of the vehicle.

What car can do that?

….

For a moment – Imagine yourself as the salesman.

How the hell would you describe or sell this thing?

…

Now go back to being the customer – How long ago did you walk out?

“Oh, that’s like…”

This is the best way to market a game.

I heard Chris Zukowski say it long ago, somewhere.

And think about times you’ve said or thought it.

If you played Stardew Valley – you likely said:

“Oh, that’s like Harvest Moon”

When you first seen a screenshot of it.

That shit is powerful.

How many games have you played to death…

And just wish their was more.

Either more content in the game, or more games like it?

I did it with Loop Hero. Played the shit out of it. Wished there was more.

Or just something remotely like it.

Sadly, due to world events, the devs haven’t and won’t be posting more content for it any time soon.

So when I noticed Stuck in Time – I bought it immediately.

Now it didn’t quite scratch the same itch as Loop Hero.

But it still converted me.

And a lot of others.

That’s powerful.

Use it.