Using community platforms to build your audience

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This article is part of GamesBeat’s special issue, Gaming communities: Making connections and fighting toxicity.

Building a strong community is essential for the long term success of any game. Publishers must prioritize creating a space for players to interact with other fans to grow a community. Social platforms offer game publishers the opportunity to build a fanbase.

However, simply posting content on sites like Twitter, Reddit and Discord will not result in sustained long-term results. Using each platform’s built-in features will help publishers get the most value out of their investment.

Despite recent changes to the platform, Twitter is still a critical resource for publishers to reach gamers. After all, gaming is one of the most popular (and growing) topics on the platform.

Twitter’s key advantage is the fast pace of conversations on the platform. Topics change day-to-day and publishers that have the resources to contribute to trends have a major advantage. These contributions can help a game reach players outside of their existing player base. Of course, all publishers can access feedback from fans instantly and respond accordingly.

Finding your game’s voice is critical for succeeding on Twitter. While funny memes can work for any title, your tone should advertise the feel of your game. In an interview with Twitter, Victoria Tran, community director for Among Us, highlighted how she took inspiration from the game’s chaotic environment to craft the brand’s voice, especially when interacting with fan’s posts.

Emphasizing community interaction is part of any title’s winning Twitter strategy. Simply liking,