I have noticed a lot of people struggling with advertising and getting people to play their games. So I decided to create an article on this topic but wait there’s more. I also had the opportunity to talk to Sensei_Developer and Vikinglaw about this topic. Sensei_Developer and Vikinglaw are wildly successful game developers which I will give more information about later in the article. I will list some methods on how to grow your game and advertise it. I will also be adding parts of my interview with either Sensei_Developer or Vikinglaw into some sections to give examples and to help you better understand what I am talking about. The last thing I will do is give a full rundown of who Sensei_Developer and Vikinglaw are and highlight and put the full interview so you can find more useful information. This article was also a little rushed so I apologize in advance. This article will go over things that front-page game developers do not want you to know. Anyways without any further ado let’s get started.
Nowadays advertising your game is not an easy task but you can do it more efficiently and more effectively if you read through everything in this article. Right now it is very easy to just spend a ton of Robux on advertising and call it a day but if that was how that works everybody would have a successful game. There are a lot of different methods that I have discovered and that Sensei_Developer and Vikinglaw have used. Here are a few tactics/methods that you should do if you are going or trying to advertise your game.
As a developer on Roblox, you should always be NETWORKING. Now what is networking? Well, networking is the process where you as a developer interact with other developers/influential people on the Roblox platform to exchange information. Now you may be wondering why this is so important and I have many answers for this. One of the many reasons is you can get connections with developers that may have popular games that can allow you to then partner with other games to promote your game. Another reason is that you can get connections with influential people that can also promote your game as well. There are also so many other ways networking could help with promoting your game but I have plans to make a separate article on Networking. One thing I forgot to mention is that you can also ask friends to play your game and they can also give you advice on how to improve your game.
Social Media is an amazing way to advertise your Roblox game. Some good social media apps for advertising are TikTok, Youtube, Discord, and Twitter. Let me go over these different social media apps though. Let’s start with Discord. You have probably heard about Discord but if you haven’t then let me give you the rundown of the platform. Discord is a social media platform where you can talk to friends, create servers, and also join servers. It is a great way to talk to your players and announce updates on your server dedicated to your game. Let me give you some pros about the platform. You can easily manage your server, you can communicate with your game’s players, and you can announce updates/news. Here are some Cons of Discord. It can be difficult to get people to join your Discord server, it can be difficult to create a Discord server, and it takes a lot of work to advertise your game. Now let’s move on to TikTok and Youtube. Tiktok and Youtube are different apps but they are very similar when talking about advertising your game. Let’s talk about some pros. First, you can easily create an account, it can also be sometimes easy to create short-form videos, you can also create long trailers that can be very helpful when promoting your game, and it is very easy to get people to play your game using these methods. A con is that it can be hard to get views/publicity on Youtube but not really on Tiktok. Finally, I will go over using Twitter to advertise your Roblox game. Now I haven’t used Twitter to advertise my Roblox game so I can’t say much about it but I can say it can be useful when trying to get a few players to play your game to help give it publicity.
Oftentimes you can get small youtubers with around 1-10k subscribers to play your game for completely free. These small youtubers can play your game and then people that watch your video might also want to play your game because they like your game. You can simply do this by just shooting a small youtuber a DM and then most of the time they will respond in a timely manner. You can also give youtubers codes that can be redeemed for rewards in the game which will make people want to join the game. You can also contact bigger youtubers if you would like but it might be harder to get them to respond. So if I were you I would consider trying this out.
You must have a high-quality game but not necessarily a complex game. Now in order to get people to play your game you must have a high-quality game. Now what do I mean by that? Well, you see a good quality game can be defined as many things. The first number one is people don’t want to play a copied low quality game. So don’t make a game that has already been made. One thing that makes a high-quality game is making sure your game is engaging. Take Sensei_Developers game Dummies vs Noobs for example. If you read the description it says “Dummies vs Noobs is a wave-based cooperative shooter that puts you in a squad of 8, against a seemingly endless horde of noobs that utilize modern and near-future weaponry. Adapt your weapons, fine-tune your tactics, and stay alive to see the end of the line.”, Now why is this important? The first thing to keep in mind is that in the game you are always doing something. Just play the game and you will notice you are going to be playing/doing something 99% of the game. Now this is engaging because you always have something to do you always have an object which is to destroy noobs if that makes sense. This stimulates the mind of the player and produces dopamine so that the player will continue to play. Another that makes a high-quality game is that it is easy to understand. We will take Dummies vs. Noobs for example again. Dummies Vs. Noobs is a fun but also difficult game but at the same time, it is easy to understand just like other shooter games because the main objective is to shoot things for example in Dummies vs Noob you shoot noobs. This is called the core loop it is what makes your game addictive. YOU NEED A CORE LOOP! Now in my Interview Sensei_Developer he said “I spent a decent amount of time making the core gameplay loop satisfying and simple.”, This is very important to note because if anyone wants to make a successful game they are going to have to do the same. Another thing related to this that Sensei_Developer said was “After Dummies vs Noobs was made, when I started seriously studying game design, taking notes from VALVe games, and seeing what went wrong with my previous games. I came to the conclusion that ‘graphics ~= good game’, and that what happened in the core gameplay loop was the most vital. I also learned various other lessons, such as showing player dedication to the game is necessary, or players will never work together in public lobbies, etc…”, now I hope you were able to away something from Dummies vs. Noobs because when asked “Did you ever expect to have such a popular game?”, in an Interview Sensei_Developer responded with “No, Dummies vs Noobs was originally a simple test place I had converted into a quick game. It borrowed some elements and assets from a previous project, and was really meant to practice my AI-making skills.”, you see this didn’t happen by accident it happened because of what Sensei_Developer did in making the gameplay enjoyable and high quality. Recently I did a interview with Crazedbrick1 which if you don’t know who he is he is a game developer who has contributed to a decent amount of successful games. When asked “What advice would you give to people wanting to create a successful game?”, Crazedbrick1 responed with the following.
- In my perspective, success is more than the number of people playing and the amount of income the game generates. A successful game is also something previously unheard of and starts trends, not joins them. Avoid making games based on fads in the community. Instead, make unique games that start a new era of games on the platform.
The game Dummies vs. Noobs gained popularity because people invited their friends to play the game and then it got into the Roblox algorithm and then it became very popular. Here are some suggestions for getting people to invite their friends to play. You could reward players for inviting their friends and you could also add an invite button to remind players to invite friends. This is a very small thing but could lead to your game getting a lot of players.
I don’t see many people talking about Roblox’s recommendations algorithm which surprises me. Roblox’s recommendation algorithm decides which games get promoted and which games don’t. Most of it is about playtime so that is the key reason why you need to have an engaging game. Some people have also told me that it is about the amount of Robux a game makes but I am not 100% that is true but you might want to make sure your game is well monetized just to be sure. One thing that is very Important is having a good title and description. Something you should have in your description is keywords. Keywords are stuff related to or about your game. When someone searches for a word that is related to your game then you want that to show on search. So that is why you need keywords. Let me give you an example using Dummies vs. Noobs.
In Depth Example
Now say I want to play Dummies vs. Noobs. I could search Dummies vs. Noobs in the search bar and it would show up. As shown in the image below.
But say I have played the game and forgot the name or say I want to play a specific type of game. Here are two examples of the game showing up even when I didn’t type the title.
How does this work? Well, if you look in the description of Dummies vs. Noob it says all the words I searched up.
Normal Ads show up on the side and top of the Roblox page.
Sponsored ads make your game show up in the search bar and in the sponsored section of the Discover page.
Example of Sponsored Ads
Hopefully you see the pattern.
Processing: Screenshot 2023-08-18 11.38.15 AM.png…
There are really only two types of ads you will see on Roblox. There are clickbait ads which are ads that are low quality and tend to be memes. Then there are actual high quality ads which sometimes are nice and professional and are very good nowadays because ads only work for people 13+ and older people tend to like higher quality ads.
Understanding Click Through Rate
When advertising it is good to understand how CTR and basic advertising logic works. Click through rate, CTR, also known as Click Rate, is the number of clicks your ad gets. You want your CTR to be at least 1.0% and you also want to aim to be above 3.0% if you can. It is very likely you won’t see these results right away though so you need to always be trying different tactics. So if your ad is getting bad results then you should stop running it as soon as possible and try something else.
Should You Advertise Your Game on Roblox?
You probably aren’t a specialist in Psychology and neither am I but have some quick information on how to properly market and create the perfect ad (Disclaimer: the next section also covers this as well). You first need to know your player base and who you think will want to play your game. It shouldn’t be too hard to figure this out. Here is an example of which games are meant for older age groups and which games are meant for younger age groups. A game like County Jail Roleplay is meant for older age groups while a game like Brookhaven is meant for younger age groups. If your game is not for older age groups then you might see some difficulties with advertising because Roblox only shows ads for people 13+. Now that we got that out of the way we can move onto how to make your ad more appealing and more clickable if that makes sense.
Making Your Ad More Appealing
You may think that making a high quality ad is the only thing you need to do to have a good ad well that is where you are WRONG. Of course you would want your ad to look nice and all but that is not the only thing you should be paying attention to. You should also be paying attention to what colors, fonts, etc. you are using it because you may not think much of it but that can have a huge impact on if someone is going to click the ad. Please look at the example below.
Disclaimer: No hate to anyone who made these ads // I did not make these ads
Alright so let me give you a example.
More than likely it would have been the second one. The reason for this is Red is a highly popular color in marketing because it’s bold, captures attention and can evoke powerful psychological responses. Also red shows up on light and dark themes. So here are all the colors you should use: Red, Green, Blue, Gold, Yellow, Orange, Purple, and Pink.
Now let’s try another example.
More than likely you picked the first one. This is because fonts also have a huge impact on what the player is gonna click on. Larger or more bold fonts immediately catch people’s attention especially when you are trying to make a statement.
Now don’t try to do anything sneaky like this either because this is cool and all but it doesn’t help with getting people’s attention.
Which if you didn’t realise this thing appears on both themes in a strange way.
It is good to always be adapting to what works and what doesn’t. So say you have R$40,000 that you can use for advertising. You use R$5,000 on Sponsored ads and R$5,000 on a normal ad, and then R$5,000 on another normal ad. The statics show that Sponsored ads had a 0.5% CTR, the first normal ad has a 1.2% CTR, and the second normal ad had a 2.0% CTR. Now using this information you should be putting aside R$10,000 into the second normal ad with a 2.0% CTR. Now you still have 15,000 robux for advertising so what should you do now? Well, you should maybe think about making more ads or also continue doing what you are doing if it is giving you the results you would like.
Recently I did an interview with Jevangelise who is a small game designer but also a Marketing Analyst. When asked “If you have any advice for new developers what would it be?”, Jevangelise responded with the following.
- Don’t be scared to fail. Plan big, do big, learn big. Dedicate whatever you have to it; if you give more to Roblox, Roblox will provide more to you; if you give nothing, you get nothing. You sow what you reap, even if the harvest takes a while to come.
Full Interview with Sensei_Developer
Dummies vs Noobs is a PvE game where you and 7 other players fight against hordes of enemies, each with their own unique niche. You can upgrade your weapons to more cooler and gimmicky items, and use pre-set kits to start your build. There are multiple game modes available, including Siege, Mastermind, Attrition, and Epilogue. My development career was rocky, to say the least, I started around 5 years ago because I was bored, but quickly found my footing as making games felt fun. I made several games, most of which were buggy and clunky, to say the least. I often got harsh criticism and a lot of targetted exploiters, but I powered through and moved on. Dummies vs Noobs was a complete accident when it came to success, as I did not expect it to get many players, as with many of my previous games.
No, you do NOT need robux to grow your game. I’ve spent countless hours studying how my game got successful, and I narrowed it down to the fact that the game was Unique , eye-catching, easy-to-learn, and didn’t have predatory monetization schemes. The game had a simplistic and unique artstyle, and didn’t radiate ‘cash-grab’ energy, because of said artstyle. During the entire course of development, I did spend a single robuck into ‘growing the game’ via advertisements and sponsorships, as the game randomly exploded due to friends joining each other in a ‘friend-join-wave’
No, Dummies vs Noobs was originally a simple test place I had converted into a quick game. It borrowed some elements and assets from a previous project, and was really meant to practice my AI-making skills.
I didn’t use anything to ‘advertise’ my game. As people joined and found the concept to be unique, interesting and fun (I spent a decent amount of time making the core gameplay loop satisfying and simple), they invited their friends, then their friends, then their friends, etc… Eventually, your game will reach a point of stable player counts. That player count is determined off of how fun your game is, enough so to keep that much players coming back.
Dummies vs Noobs was coded kinda roughly, as back then I didn’t have as many good coding practices. A lot of the original code was hard-coded and buggy, as the first few months of its success was spent fixing up the code and patching bugs.
Obviously with other developers, I had made previous games. Their concepts were… not exactly the most original, but I tried to make them with “good graphics = good game” in mind. Unfortunately, it’s hard for only one developer to make such type of graphics, as I do not trust other developers with working on my games. After Dummies vs Noobs was made, when I started seriously studying game design, taking notes from VALVe games, and seeing what went wrong with my previous games. I came to the conclusion that ‘graphics ~= good game’, and that what happened in the core gameplay loop was the most vital. I also learned various other lessons, such as showing player dedication to the game is necessary, or players will never work together in public lobbies, etc…
My best advice for newer developers wanting to create a successful game is to have good coding practices, only hire when absolutely necessary, create unique concepts that actually work and aren’t just unique for the sake of being unique, don’t be afraid to experiment with wacky ideas regarding in-game gameplay, playtest a LOT and find what players think of your game/behave (so you can model the game accordingly), and DO NOT MAKE GAMES FOR THE SAKE OF MONEY, MAKE IT FOR THE SAKE OF ENTERTAINING PEOPLE
Full Interview with Vikinglaw
- My development career began way back in 2016 when I first discovered my niche, roleplay games. My games are all fundamentally rooted in the same concept I discovered as a child, roleplay.
- In today’s age you most certainly need Robux to grow. It is unfortunately much harder to grow now than when I first started. Old school methods such as grinding out Group Recruitment Plaza still work but are not as effective. Not to discourage however, it is a valid method. When I first started I would grind out GRP (or similar games) for up to 12 hours because I had no capital. Once you have actual sustainable revenue it should all be invested in advertising your game.
- As a teenager never expected to work full-time on Roblox and never really thought I’d make it as far as my idols back then, but I have been blessed with the opportunity to work at Roblox for over 4 years now.
- I utilize a variety of tactics in my marketing but these are safeguarded tactics that I unfortunately cannot share.
- Development is a long and often tedious process, but if you are passionate about what you are working at you will know what direction to take it. What I can say is that you ought to have a like-minded partner, it makes the development process a lot easier.
- If you want to find success on Roblox you need to be consistent and willing to fail. You can expect for first 3-4 games to be a close-to complete flop. You will have to embrace failure and be humble. Understand why your games are not good and why you are not performing. Experience and consistency is key.
- I always struggle with motivation, at the end of the day, motivation is not a consistent factor in game development. You need to build personal discipline to work regardless of where your motivation is at. Going to the gym consistently 5 days a week and practicing meditation has allowed me to take control of my habits and emotional inconsistencies…
- Article by Sensei_Developer (Related) Game Design 101 – How to make your game fun, enjoyable and replayable
- Most Recent Article Helpful Tips and Advice For Developers | Part 1 (Includes More Developer Interviews)
- Most Recent Article Helpful Tips and Advice For Developers | Part 2 (Includes More Developer Interviews)
One last thing is that I plan on making a free project management course and what I want to know is what people think of the idea so please tell me.