OUYA continues to be smart about marketing its yet-to-be-released device, this time by putting it in front of a mass of people traditionally ignored at press and industry-centric E3 – the players themselves. The company will be setting up in a parking lot outside the LA Convention Center and making sure its booth is packed with games by providing exhibiting devs with everything from equipment to free food.
Engaging the Gaming Community
“OUYA will be present for all three days of the event, and we’ll provide everything you’ll need to put on a killer game demo,” Developer’s Best Friend (actual job title) Kellee Santiago says in a press release (of sorts). “OUYA console…check, controllers…check, TV…check. We’ll also make sure that you’re fed and have plenty to drink while you’re onsite because hydration and nutrition are key. :)”
This approach is a refreshing change from the norm, where the focus is often on industry insiders and press members. By directly engaging with the gaming community, OUYA is not only generating buzz but also fostering a sense of inclusivity and excitement among gamers. This strategy could potentially lead to a more loyal and enthusiastic user base, as players feel more connected to the brand and its vision.
Supporting Indie Developers
One of the standout aspects of OUYA’s marketing strategy is its support for indie developers. By providing all the necessary equipment and even taking care of basic needs like food and drinks, OUYA is making it easier for smaller developers to showcase their games. This is particularly important in an industry where indie developers often struggle to get the same level of exposure as larger studios.
For example, an indie developer who might not have the budget to attend E3 can now participate without worrying about the costs associated with setting up a booth. This not only levels the playing field but also enriches the gaming ecosystem by bringing a diverse range of games to the forefront. The presence of indie games can attract a wider audience, as players are often on the lookout for unique and innovative gaming experiences that differ from mainstream offerings.
Moreover, this initiative aligns with OUYA’s overall mission to democratize game development and make it more accessible. By lowering the barriers to entry, OUYA is encouraging creativity and innovation, which can lead to the discovery of hidden gems in the gaming world.
Creating a Memorable Experience
OUYA’s decision to set up outside the LA Convention Center also adds an element of novelty and excitement. Instead of being confined to the traditional exhibition halls, attendees can enjoy a more relaxed and open environment. This can make the experience more memorable and enjoyable, as players can freely interact with the games and developers without the usual hustle and bustle of a crowded convention floor.
Additionally, the outdoor setup can attract passersby who might not have planned to attend E3 but are intrigued by the lively atmosphere. This can further increase OUYA’s visibility and attract a broader audience. The casual setting also encourages more organic interactions between developers and players, fostering a sense of community and collaboration.
In conclusion, OUYA’s innovative marketing strategy at E3 is a testament to its commitment to the gaming community and indie developers. By prioritizing the needs and experiences of players, OUYA is not only generating buzz for its upcoming console but also building a strong foundation for a loyal and engaged user base. This approach could serve as a model for other companies looking to make a meaningful impact in the gaming industry.
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