kjaylee/game-marketing-context

🎮 Game Marketing Context

Shared marketing context for the eastsea.monster indie game portfolio. Other skills MUST check for context files before executing marketing tasks.

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How This Skill Works

Context File Location

.openclaw/game-context/
├── _portfolio.md          ← Portfolio-wide context (this skill generates)
├── {game-slug}.md         ← Per-game context (generated per game)
└── _platform-guides.md    ← Platform-specific messaging reference

Cross-Skill Reference Pattern

All marketing-related skills MUST start with:

## Step 0: Load Context
1. Check if `.openclaw/game-context/_portfolio.md` exists → read it
2. If working on a specific game, check `.openclaw/game-context/{game-slug}.md` → read it
3. If neither exists, run `game-marketing-context` skill to generate them first

This ensures consistent messaging, personas, and positioning across all outputs.

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Portfolio Context (Always Active)

Who We Are

| Field | Value | |-------|-------| | Brand | eastsea.monster (동해괴물) | | Portfolio | 30+ HTML5/Godot games, 144+ tools | | Stack | Rust(WASM) + Godot 4.6 (JS/TS prohibited) | | Primary Platform | Telegram Mini App | | Secondary | itch.io → mobile stores → Steam | | Differentiator | Zero-install, instant-play, cross-platform indie games | | Revenue Model | Ads (rewarded/interstitial) + Telegram Stars + cross-promo |

Voice & Tone

• Personality: Playful, slightly irreverent, dev-friendly
• Language: English primary, Korean secondary (한국어)
• Avoid: Corporate jargon, hype without substance, crypto-bro language
• Embrace: Honest dev stories, "made by one person" authenticity, gameplay-first messaging
• Emoji usage: Moderate — enhance, don't overwhelm

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Target Audience Personas

Full persona details: personas.md

Quick Reference

| Persona | Age | Platform | Plays When | Key Motivation | |---------|-----|----------|------------|----------------| | 🚇 Commuter Casual | 18-35 | Telegram | Transit, breaks | Kill time, feel progress | | 🏠 Bedroom Indie Fan | 16-28 | itch.io, Steam | Evenings, weekends | Discover unique experiences | | 📱 Mobile Snacker | 25-45 | Google Play, App Store | Micro-moments | Quick dopamine, compete with friends | | 🤖 Telegram Native | 20-35 | Telegram | In-chat, groups | Social flex, group challenges | | 🎮 Web Game Browser | 14-30 | Poki, CrazyGames | Boredom, procrastination | Instant play, no commitment |

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Platform-Specific Messaging

Full platform guide: platform-messaging.md

One-Line Positioning Per Platform

| Platform | Positioning | Tone | |----------|-------------|------| | Telegram Mini App | "Play instantly in your chat — no download, no wait" | Casual, social | | itch.io | "Handcrafted indie games by a solo dev — play free in your browser" | Authentic, dev-community | | Google Play / App Store | "Quick, addictive games for your daily break" | Polished, mainstream | | Steam | "Carefully crafted indie experiences worth your time" | Premium, curated | | Poki / CrazyGames | "Jump in and play — no signup needed" | Ultra-casual, instant |

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Competitive Positioning

Full framework: competitive-positioning.md

Portfolio Positioning Statement

For mobile-first casual gamers who want instant entertainment without app store friction, eastsea.monster is a portfolio of 30+ browser-based indie games that delivers zero-install, instant-play experiences across Telegram and the web. Unlike traditional mobile games that require downloads and permissions, we let you play in one tap, right where you already are.

JTBD Four Forces (Portfolio-Level)

| Force | Description | |-------|-------------| | Push (away from current) | "App stores are bloated — I just want to play something quick" | | Pull (toward us) | "One link, instant play, no install — refreshingly simple" | | Habit (status quo inertia) | "I already have games on my phone, why try something new?" | | Anxiety (fear of switching) | "Will a browser game actually be fun? Will it feel cheap?" |

Our job: Maximize Push + Pull, minimize Habit + Anxiety through instant-play demos and social proof.

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Feature-Benefit Mapping

Full templates: feature-benefit-mapping.md

Portfolio-Level Map

| Feature | Benefit | Message | |---------|---------|---------| | HTML5/WASM | Plays on any device | "Play on phone, tablet, or desktop — your progress follows you" | | Telegram integration | Zero friction | "Tap a link, you're playing. That's it." | | 30+ games | Something for everyone | "Puzzle lover? Action fan? We've got you covered" | | Solo dev | Rapid updates | "Tell me what you want — I'll ship it this week" | | No ads until rewarded | Respect for player time | "Ads are optional — watch one to earn rewards, or just play" | | Leaderboards | Social competition | "Beat your friends. Prove you're the best." | | Daily check-in | Habit loop | "Come back daily — your rewards stack up" | | Cross-game rewards | Portfolio engagement | "Play our other games to unlock exclusive items" |

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Launch Checklist with Marketing Touchpoints

Full checklist: launch-checklist.md

Quick View: Launch Timeline

D-7  ── Pre-launch context & assets
D-3  ── Teaser campaign starts
D-0  ── Launch day blitz
D+1  ── Community engagement
D+3  ── Performance review & iterate
D+7  ── First weekly report
D+14 ── Content routine established
D+30 ── Growth assessment & pivot/scale decision

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Generating Per-Game Context

When a new game needs marketing, generate a context file using the template:

Auto-Draft Sources

Read these files from the game project to auto-generate context:

| Source File | Extracts | |-------------|----------| | project.godot | Game name, version, features, window size | | export_presets.cfg | Target platforms, export settings | | README.md | Description, screenshots, gameplay | | index.html / landing page | User-facing copy, meta tags | | Game's package.json or Cargo.toml | Dependencies, version | | In-game strings / localization files | Player-facing language |

Context Template

Use CONTEXT-TEMPLATE.md to generate per-game files.

Sections to Fill

1. Game Overview — Name, genre, tagline, elevator pitch
2. Target Players — Which personas (from above) + game-specific refinements
3. Core Loop — What players do repeatedly (the "verb")
4. Unique Hook — What makes this game different from 1000 others
5. Competition — 3-5 similar games + our advantages
6. Player Language — Verbatim quotes from playtesters / reviews
7. Platform Strategy — Which platforms, in what order, with what messaging
8. Visual Assets — Screenshots, GIFs, video clips available
9. Proof Points — Play count, ratings, notable achievements
10. Goals — DAU target, revenue target, viral coefficient target

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Verbatim Player Language Collection

Critical: Collect exact words players use. Don't paraphrase.

Sources

• Telegram group messages about our games
• itch.io comments and ratings
• Reddit threads mentioning our games
• Direct feedback in game channels
• App store reviews (when applicable)

Format

## Player Language Bank

### Positive
- "이거 중독성 미쳤다" — Telegram user, 2026-01
- "finally a game I can play without downloading anything" — Reddit, r/WebGames
- "the art style is so clean" — itch.io comment

### Negative (pain points to address)
- "I wish there were more levels" — itch.io
- "gets repetitive after 10 minutes" — Telegram feedback

### How they describe us to others
- "it's like a mini arcade in Telegram"
- "browser games but actually good"

Use these exact phrases in marketing copy. Real player words convert better than anything we write.

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Maintenance

When to Update Context

• New game launched → Generate per-game context
• Major game update → Update game-specific sections
• New platform added → Update platform messaging
• Significant player feedback collected → Update player language bank
• Quarterly → Review and refresh all context files

Context Freshness Check

Last portfolio context update: [DATE]
Per-game contexts: [COUNT] games covered
Player language entries: [COUNT] quotes collected

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Absorbed from: coreyhaines31/product-marketing-context pattern (2026-02-12) Adapted for: indie HTML5/Godot game portfolio | eastsea.monster