Brazil’s Game Devs Urged to Conquer “Discoverability Noise”

Compulsion Games Founder Shares Strategies for Emerging Markets

Emerging game development hubs like Brazil are showing immense promise, but studios must sharpen their focus on visibility to capitalize on their growth, according to Guillaume Provost, founder of Compulsion Games.

Navigating the Modern Marketplace

Provost, the driving force behind acclaimed titles such as We Happy Few and South of Midnight, drew parallels between Brazil’s current indie scene and Montreal two decades ago. He highlighted the collaborative spirit and mutual learning among Brazilian developers.

However, he stressed that the primary hurdle for smaller studios today is vastly different from the physical retail challenges of the past.

“When I started in 2009 the biggest problem was getting on shelves in Walmart. Steam was not a thing. Today, the largest issue we have in the independent and smaller market is discoverability on all the storefronts,” he says. “The biggest feedback I’d have for anyone who is in the sub $10 million budget with a team of fewer than 40 employees is really honing in on what makes your game stand apart and how it’s going to punch through the noise barrier.”

—Guillaume Provost, Founder, Compulsion Games

Crafting a Compelling Narrative

Provost advised that even with opportunities to connect with press at major events like Gamescom, the key lies in having a readily digestible story that captures attention.

To achieve this, studios should prioritize understanding their target audience and tailoring their marketing from the project’s inception. Compulsion Games, for instance, invests heavily in creating high-quality marketing assets internally, integrating trailer production into their pre-production pipeline.

This strategic approach ensures that the game’s unique selling points and narrative are communicated effectively, rather than being an afterthought.

For example, trailers for South of Midnight were developed with a clear marketing strategy in mind, incorporating cutscene narratives that were designed for promotional use.

A recent report from Statista indicated that the global games market is projected to generate over $200 billion in revenue by 2024, underscoring the intense competition for player attention (Statista 2024).

Finding Your Niche

Provost believes Brazil still seeks a significant industry player to help disseminate expertise and bolster the sector. He emphasized that intentionality in identifying and engaging with a specific player base is crucial for smaller studios aiming to gain traction.