How to make the most out of your beta keys

Beta keys are often used by games makers for a variety of reasons. While the most obvious one is quality assurance (testing, or QA), they can also be used wisely as a marketing tool.

Just producing a load of these and giving them out, however, is a wasted opportunity. Through the eyes of a gamer, a beta key means early access to a game and a solid place in the ‘early adopter’ category of fans. Simply put, beta keys are a valuable commodity to a keen gamer. Here are some tips how to make the most out of them.

Beta keys are like diamonds

Diamonds are a famous example of how an item with a very limited supply can dramatically raise its value. In other words, if you make thousands of beta keys available you will loose the sense of value. Make sure that you make just enough for your QA purposes, and maybe a few extra for the next point…

Targeting influencers

Influencers are people who other people will listen to, and probably have a large following. PR companies use celebrities a lot for this purpose. In the world of games, this can include the press, bloggers and gamers with a large following. Giving them a beta key allows them easy access, a sense of exclusivity and massively increases the chances of them spreading good things about your game.

Reward fans

If you have already made some games, chances are you will have some fans who are more dedicated than others. The very most dedicated ones might spend a lot of time and money on your games. Giving them a surprise beta key is a great way to say thank you, and also makes it more likely you will get great QA feedback. If they are a really keen gamer, chances are they have some valuable opinions from which you can benefit.

Incentivise purchase

EA do this a lot, and it’s a great thing to do. Some games makers keep two or more games projects on the go at the same time. While this can be a bit of a juggling act, it can help retain your creativity. So say you are working on game A, and you know you will be releasing game B within a year, you could release a special edition of game A with a beta key for game B. Game B’s beta may not start for months, but you can bet that the gamer with that key will be looking forward to getting to use it!

Summary

Beta keys can be very valuable as a marketing tool, especially for your early adopters. These people aren’t just fans, they are potential activists for your cause! Use them wisely and sparingly, and you stand to gain some great exposure, feedback and community relations.

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