Idea Lawyer Blog

The Art of Boxing
Ten tips for packaging your game to sell

To the average consumer, shopping for a piece of videogame software is
a lot like dating: First impressions are everything.

Studies suggest it takes anywhere from 2-3 seconds for a given product
to make an impact on buyers. Web-only properties can do so in as little
as 50 milliseconds, an infinitesimal fraction as much time.

With countless observers' purchasing decisions made within similar
windows, the implications for marketers are profound. In short, while
you can't judge a book (let alone PC/Xbox 360 title) by its cover, how
potential suitors look, dress and comport themselves is nearly as
important as each package's actual contents.

No surprise there. Presenting digital diversions in such a way as to
make them more commercially appealing is, naturally, the name of the
game. (See tradeshow appearances, PR campaigns, online/print/TV
advertising…) But comb the aisles at local retailers or browse online
storefronts, and you'll be surprised at the seeming lack of effort and
imagination placed into branding most titles with their own singular,
attention-getting identity.
You've poured multiple years, thousands of man-hours and millions of
dollars into your latest bar-raising, industry-revolutionizing project.
Here are just a few simple, straightforward suggestions for helping it
better look the part.

1. Keep it simple, silly.

Graphical assets shouldn't just be first-rate. They should also
immediately get key messaging across and appeal to a broad demographic.
Niche buyers may appreciate them, but nix the machinegun-touting genies
and screens full of statistics: Focus instead on the core theme which
makes your title tick. Is it baseball, fantasy role-playing, racecar
driving? Lead with pictures/symbols – a batter swinging, wizard casting
or high-end auto burning rubber – that convey the point in a way all
ages and interest groups can understand.

2. Dress for success.

Unreadable text, fuzzy/indistinct characters, screenshots so small
they're nearly invisible… deadlines or no, never let half-baked layouts
out the door. A few hi-res renders, action-packed images and fun,
freeware fonts are all it takes to jazz up the homeliest box. Short on
assets? Ask developers for artwork, have fans submit images or
commission professional illustrations. You wouldn't attend a wedding in
a stained undershirt and sweatpants. Don't disrespect consumers by
dressing down for an equally-important occasion – your game's grand
unveiling – either.

3. Less talk, more action.

No one likes a chatterbox. Say what you mean clearly and succinctly,
lest enthusiasts (hardly known for their attention span to begin with)
be instantly intimidated at a glance. Keep game descriptions under 150
words when penning general copy and bullet-point features wherever
possible. (No excuses either; mobile gaming providers work with 150
characters or less.) As a rule, let screenshots tell the tale. Handy
tip: Using an empty or static environmental photo's a sure way to
induce viewer apathy.

4. Dare to be different.

Unique sales points (USPs) are one-of-a-kind features your product
offers others don't; stressing them, the best way to entice consumers
or retailers who'd otherwise straddle the fence. At $20-$60/game, most
players can't afford to be collectors, or prospective distribution
partners inventory speculators. Customizable units, options for
battling hundreds of opponents online, guest appearances by Kirstie
Alley… Make a point of expressing why your first-person shooter or
real-time strategy title's different than, say, the other 15,000 also
currently clogging store shelves.

5. Keep everything on the record.

Critics' opinions matter… Whenever possible, include them on the box.
(Movie studios use preview screenings to source advertising quotes –
you can too.) Nonetheless, do so judiciously. Don't misquote: "Might be
game of the year…" doesn’t mean is. Avoiding overdoing it: Except when
touting an award-winning title's critical reception, use three snippets
max. And don't underestimate consumers; unless from a professional
source, e.g. PC Gamer, avoid overusing enthusiast outlet-specific
commentary. A sentence mention in Newsweek still beats an A+ from
ElectronicArmpit.com.

6. Pack it in.

Consumers love stretching every dollar further – help them do so by
including cost-effective pack-ins. DVDs present just one compelling
model: On-disc bonus content like making-of videos, director commentary
and art galleries make welcome additions to any interactive outing.
Alternately, consider featuring e-books. Costs to add PDF files to a
CD/DVD are negligible, while you can still showcase titles' cover
artwork and retail price freely on game packaging. ("Free $14.99 value
with purchase!") Don't be afraid to think outside the box.

7. Put some feeling into it.

Emotional responses can be a strong sales trigger – exploit them via
clever visual cues. Hocking an adaptation of a best-selling fantasy
novel? Package it like a storybook, complete with gilded gatefold
cover. Shilling a mystery or sci-fi adventure? Take a lesson from '80s
publishing pioneer Infocom, who included faux newspapers and kitschy
toys with several popular titles to help create atmosphere. Comic book
spoofs with period-style art, safecracking games featuring dial-shaped
cover inserts… Use your imagination to spark the viewer's.

8. Mind your Ps and Qs.

No exceptions: When presenting either yourself or your products in a
professional setting, poor grammar and spelling are simply inexcusable.
Such errors aren't just tacky; they instantly shatter suspension of
disbelief, ripping the reader right out of whatever mental picture
you've been painting. Take time to proofread everything twice and
always run copy by at least two associates to elicit feedback. There's
nothing like exploring the gloomy, run-down corridors of a "haunted
mouse" to send a shiver up one's spine…

9. Give buyers some incentive.

Offering consumers incentives – i.e. buy one, get one free promotions
or discounts for purchasing multiple products – is another handy way to
increase sell-in. Consider rewarding shoppers with a range of added
bonuses from frequent buyer programs to free online map/unit downloads,
access to regular content updates or the chance to join exclusive
beta-test programs or user communities. Such extras needn't cost you a
thing, and in many cases can even help enhance quality assurance or
marketing research efforts pro bono.

10. Randomize value-adds.

Especially poignant for online game providers: Think about presenting
several variations on specific giveaways (e.g. different character
skins, pets, weapons or vehicle decals) that consumers can randomly
earn with each purchase. That way, every user who downloads an
expansion pack or virtual playing card supplement can, potentially,
receive entirely different content from another, giving them a personal
connection to the title. Such simple tricks also help promote
discussion, prompt item swaps/interaction between players and otherwise
garner additional fan and media attention.