STOP MARKETING FEATURES!

Market Your Game’s Benefits.

So many times I have seen game websites, app store pages or Steam pages have a laundry list of generic game features. They usually make your game sound like all the other games in your competitive set and come off super boring. Sell the fantasy! Tell gamers what they will feel, who they will become or what amazing world they will explore. 

Let me take a shot at an amazing game that built a world so immersive it was a huge success last year: Hogwarts Legacy.

The Hogwarts site lists three major features. But lets look at the first one:

Feature 1: Explore an open world.

The wizarding world awaits you. Freely roam Hogwarts, Hogsmeade, the Forbidden Forest, and the surrounding Overland area.

This feature is absolutely delivered in this game. It is factually accurate.  But nothing there really does justice to the actual game. How many games can list “Explore an open world”? Thousands. 

Lets re-write this one as a benefit.

Explore an Open World – Becomes….

Benefit: Roam freely through the magical universe of Hogwarts.

Fly on the backs of Hippogriffs over Hogwarts Castle, mount your Broom and take a bird’s eye view of the Quidditch fields and Hogsmead or gather your fellow students for a trek into the Forbidden Forest. In Hogwarts Legacy this land of magic comes alive for you to explore.

Ill admit I’m not a great copywriter and this could be stronger but that hit on a lot more of my desires as a Harry Potter IP fan. It is more exciting and massively more unique then the original copy. Can any other game say this? No not really. 

Why Benefits Matter More

Emotional Connection: Benefits resonate on an emotional level. Players are more likely to be drawn to a game that promises an exhilarating adventure or a deeply immersive experience, rather than just a list of technical specifications.

Solving Problems: Benefits address players’ needs and desires. Whether it's the need for a new challenge, the desire for a captivating story, or the satisfaction of overcoming difficult obstacles, benefits speak directly to what players are looking for in their next game.

Differentiation: In a crowded market, emphasizing benefits helps your game stand out. Many games might offer similar features, but how those features enhance the player's experience can set your game apart.

Marketing your game’s benefits rather than its features can make a significant difference in how it is perceived and received by players. By highlighting how your game will enhance their experience, you create a stronger emotional connection, address their needs, and clearly communicate the value your game offers.