The Challenger Introversion
Posted on 7th Apr 2009 at 13:41 by Introversion Software with 0 comments
Despite a much-welcomed revival of indie gaming talent recently, and the increasing prominence of events like the IGF awards at GDC, the games industry has not always been a friendly place for independents. Introversion was founded in 2001, a particularly difficult time, when publishing giants and their game franchises battled it out for limited retail space and front-page magazine adverts. This was just before the age of digital distribution really got underway, and the top 10 charts were constant reworkings of IP dug up from yesteryear. As a result people are often surprised to learn that Introversion will be celebrating its 8th birthday this year.
Despite these unfavourable climates and some admittedly rocky times, Introversion has steadily grown and evolved, and we’re often asked at trade events to shed a little light on how we did it. We’re asked to advice on subjects as diverse as which publishers to work with, how to finding a good lawyer and how to plan game launches. From a personal point of view I used to get pretty worried when advice was sought about our marketing strategy – it rather implied that we had things sussed; that marketing for us was an exact science, with a goal, strategy and a measurable outcome. In reality, it felt that more often than not, we owed our successes to haphazard experimentation, chance encounters and one-off pot luck, than any formal marketing strategies, or colour-coded launch plans.
Despite these unfavourable climates and some admittedly rocky times, Introversion has steadily grown and evolved, and we’re often asked at trade events to shed a little light on how we did it. We’re asked to advice on subjects as diverse as which publishers to work with, how to finding a good lawyer and how to plan game launches. From a personal point of view I used to get pretty worried when advice was sought about our marketing strategy – it rather implied that we had things sussed; that marketing for us was an exact science, with a goal, strategy and a measurable outcome. In reality, it felt that more often than not, we owed our successes to haphazard experimentation, chance encounters and one-off pot luck, than any formal marketing strategies, or colour-coded launch plans.
