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Episode Summary

Ever wonder if YouTube is worth the effort for marketing your indie game?

For the past two years, Jordan Ottesen and his team at O. and Co. Games doubled down on devlogs and the results were staggering: nearly a million eyeballs on their game TetherGeist, a thriving Discord community of over 1,200 members, and a successfully funded Kickstarter that allowed them to go full-time. In this episode.

We peel back the layers and break down Jordan’s entire process, from ideation and scripting to A/B testing thumbnails and analyzing YouTube data.

Discover why devlogs might be the most powerful, authentic marketing tool you’re not using.

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Meet Our Guest: Jordan Ottesen

Jordan Ottesen is a co-founder of O. & Co. Games, the indie studio behind the upcoming game, TetherGeist. With a background that spans from playing in a college band to a decade-long professional career, Jordan has always been driven to create. He spearheads the marketing for TetherGeist, focusing on creating high-quality, authentic devlogs on YouTube that have cultivated a loyal and engaged community. His transparent and data-driven approach has been instrumental in the game’s successful Kickstarter campaign and growing audience.

Discord: Join the Community

Website: O. & Co. Games

Twitter/X: TetherGeist

YouTube: O. & Co. Games

Steam: Wishlist TetherGeist on Steam!

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Key Takeaways

“You’re going to have to release stuff that you know is bad. And just do it anyway. Looking at Devlog Zero is really cringy for me. I hate Devlog Zero. But that’s like what kickstarted the whole thing for us.”

— Jordan Ottesen, O. and Co. Games

• Devlogs Build Loyalty: While video essays may get more views, devlogs cultivate a more loyal, deeply engaged audience that has a higher subscriber-per-view rate.
• Authenticity is Rewarded: Longer-form content on platforms like YouTube allows for a more authentic connection with viewers, which is highly appreciated by the indie dev community.
• Script Everything: For a smoother, more professional-sounding voiceover, write out your script verbatim. You can always re-record lines, but a solid script is the foundation.
• Your Hook is Crucial: The first 30 seconds are the most important. Write the body of your script first, then pull the most interesting parts to create a compelling, relevant hook that immediately rewards the viewer.
• Analyze & Iterate: Use YouTube’s A/B testing feature for thumbnails. Test three at a time, and then iterate on the winner to continuously optimize for click-through rate.
• Know When to Move On: Don’t spend too much time trying to squeeze more views out of an underperforming video. It’s often a better use of your time to create the next video.
• Don’t Be Afraid to Ask: Asking for wishlists and subscriptions isn’t being pushy; it’s inviting your audience to do something they likely already want to do and reminding them how to support you.
• Just Start: Your first videos will probably make you cringe later, and that’s okay. The key is to start, be consistent, and learn from every “bad” video you make. You can’t binge what isn’t there.

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Show Notes & Mentioned Resources

Tools & Software

• DaVinci Resolve: A free, open-source alternative to Premiere.
• OBS (Open Broadcaster Software): Used for screen recording gameplay footage.

Games Mentioned

• TetherGeist: The game developed by Jordan and his team.
• Vicious Legacy: A game whose devlog series inspired Jordan’s team to start their own.
• LUCID: A game by Matt Black Studios, recommended by Jordan.

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Chapters:

• 00:00 The Power of Devlogs in Game Marketing
• 02:45 Authenticity and Ideation in Content Creation
• 05:31 Scripting and Recording Devlogs
• 08:26 Editing Techniques for Engaging Videos
• 11:27 Crafting Effective Hooks and Introductions
• 14:15 Understanding YouTube Analytics for Growth
• 16:58 Optimizing Thumbnails and Titles for Engagement
• 22:05 Kickstarter Visibility and Organic Growth
• 22:56 Understanding Video Performance and Algorithm Mysteries
• 24:12 Quality Content and Community Engagement
• 25:41 Balancing Risk and Reflection in Creation
• 26:41 Devlogs vs. Video Essays: Performance and Engagement
• 29:27 Community and Authenticity in Indie Development
• 32:54 Balancing Life, Family, and Game Development
• 37:15 Encouragement for Aspiring Indie Developers
• 40:30 Shoutout to Fellow Indie Developers

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