Don’t Build Your Castle in Other People’s Kingdoms

The primary thesis of this analysis is that game developers must prioritize building and maintaining their own marketing infrastructure rather than relying exclusively on third-party social media platforms. Because external platforms frequently alter their terms of service, monetization models, or algorithms, developers who build their entire audience on rented land face significant risks of losing access to their community. The core recommendation is to treat social media as a temporary, high-traffic funnel to drive users toward owned assets, such as a personal website and a mailing list.

The analysis highlights that platforms like Twitch, Facebook, and TikTok are inherently volatile, often providing free visibility only to capture market share before eventually restricting organic reach or introducing paid tolls. Relying on these services as a primary home base is characterized as a strategic failure, as developers remain subject to the whims of corporate landlords. Instead, developers should adopt a strategy of using external platforms to build "temporary towers" that aggressively funnel followers to a permanent, owned domain.

To mitigate these risks, the text outlines several operational rules: developers should prioritize mailing lists and websites over social media profiles, avoid using intermediary services like LinkTree, and consistently offer exclusive incentives—such as beta access or early announcements—to encourage migration to owned channels. By treating external platforms as secondary tools and maintaining a persistent call to action, developers can ensure their audience remains accessible regardless of changes in the broader social media landscape. This approach emphasizes long-term stability and direct ownership of the relationship with the player base.