Social media marketing plan for an indie game : case: Brakesoft Ltd., The Forgotten Guardians

Abstract

The objective of the thesis was to develop a social media marketing plan for an indie game based on the Social Media Planning Cycle model. The chosen indie game was The Forgotten Guardians mobile game by Brakesoft. The literature review was written on the concepts of social media, indie games, social media marketing, and the social media planning cycle. The study was conducted by using a mixed-methods research approach. Data gathering included two interviews with marketing specialists and 82 respondents to an online survey.

First, strengths and weaknesses, goals, and target audience for The Forgotten Guardians were identified. Then, effective content for selected social media platforms was chosen. The game's strengths were the creative ideas on Facebook and Instagram. However, the lack of a defined target audience and a structured marketing plan were weaknesses. The social media marketing plan was aimed to increase the game's visibility and brand awareness, targeting people aged 13-35 who prefer indie games. Facebook, Instagram, and YouTube were selected as the platforms for content implementation.