How to create your elevator pitch
In previous posts we have covered when you may use an elevator pitch, but it can sometimes be difficult to know what to include in yours. Worry not, for here are some points that should help you create a compelling one that will quickly get people’s attention!
Be conscise
The point of an elevator pitch is that it enables you to describe your game quickly and interestingly to people. This is especially useful at events, in your press releases and if you are pitching to publishers, investors etc. These people will not have much time, so you need to gain their interest very quickly!
Use combinations
This can be simply expressed as ‘X meets Y’. Most good elevator pitches reference two strong things. They can be whatever you like (films, books, TV, historical events…), although it’s usually difficult to do it without a reference to at least one game. To explain this better we can look at one famous example; the elevator pitch for Alien was ‘Jaws in space’.
Express the challenge
The best game elevator pitches explain the core challenge. Every good game can generally be described as ‘a beatable challenge’. After all, if there was no challenge then where would be the fun? Explaining the challenge is important. This may be communicated by one of the things you are refencing (most likely another game or mechanic), but you must get it across. If people keep asking, ‘so what do you have to do?’ you need to change your pitch.
Describe your target audience
Who is going to play and enjoy your game? It’s important to realise that ‘gamers’ is a very broad term and can mean anything from young children who play education/learning games, to a much older hardcore FPS fans.
What are the game’s most striking elements
What do you think is the most attractive thing about your game? Art, mechanics, story, sound… Now what do your trusted critics (friends, family etc.) think? You should be able to work out what really stands out about your game. Make sure that features in your elevator pitch.
Reference successful things
It’s no use referencing something that people don’t like. Sure, you may think that Mirror’s Edge was underrated, but now’s not the time to have that argument! Keep it to things that lots of people like. It’s no wonder that most MMO’s use WoW as a reference.
Be interesting to the reader/listener
As with so many parts of marketing, you must know who you are talking to. You need to make sure that who you are talking to will have heard of your references. For example, some obscure Japanese cartoon is not a useful reference point, unless you are at a specialist convention. This reference doesn’t have to make sense to everyone, but it must resonate with potential players, members of the press etc.
Be fairly obvious when you hear it
For example, which games are these? If you have played them, chances are you can name them.
- World of Warcraft meets Star Wars. Pick your side and fight on a huge scale.
- Diablo’s gameplay meets Braid’s art style. There’s a powerful narrative and you use lots of exotic weapons.
- Super Mario in a creepy, black and white land. You play a small boy who has to survive traps and large insects.
- Guitar Hero for DJs (OK, that’s a bit too obvious. But you get the point)
So what is the elevator pitch for your game? If you don’t have one yet, how would you describe your favourite game to people? It’s all good practice!