Case Study: Building and Managing an Indie Game Booths for GDC and PAX

We built a booth for GDC and PAX West for a demo of an indie game called Rooster, a casual puzzle adventure celebrating Chinese culture.

This case study covers the basics of the game, the booth production process, and how indie developers and publishers might build upon a similar foundation.

Background

We produced and managed two gaming event appearances of the indie game Rooster. The game— developed by Canadian studio Sticky Brain—is described as a “heartfelt, story-rich casual puzzle adventure celebrating the best of ancient Chinese culture.”

For the Game Developers Conference (GDC) and PAX West, we designed a booth, provided PR support, coordinated interviews during and after the event, and ran interference at the venue for the game’s developers.

The biggest challenge in building the booth was the game’s non-traditional nature. Rooster is very different from what an average gamer would think a gaming experience should be like. It’s very cozy, wholesome and light. Thankfully, slow-paced and chill experiences have risen in popularity, with titles like Stardew Valley and TCG Card Shop Simulator getting thousands of  Overwhelmingly Positive reviews on Steam.

When a game is different from every booth next to it. Convincing players to get the concept can be difficult. Rooster is a set of short stories told in a series of mini-games, unlike many games that rely on a single narrative or one set of gameplay mechanics.

Keeping that in mind, a solid first impression was critical. For that very reason, we wanted to lean into the visuals of the game because they are unique, compelling, and establish the cozy tone of the game players are about to experience. That coziness and the Chinese culture influences are intertwined with the gameplay experience.

Production

With a limited budget, we produced a professional booth with character cutouts that could be seen from a distance and capitalize on corner booth placement at GDC and make up for a less than ideal booth placement at PAX West. The visibility from afar was eye-catching and interest-building, luring players in when they might not have taken the time to look at a demo screen before.

Many indie studios and startup game booths have only a banner behind them. Their visual presence is not strong enough to bring people in with the booth materials alone. The booth doesn’t need to be over complicated or over the top, but carefully selecting visuals and accounting for the business of a convention floor is critical.

Rooster taps into the Chinese market, one usually underserved by Western studios. By bringing their art style (rooted in the studio’s Chinese and East Asian Heritage) to the forefront, a lot more eyes would focus on the visuals to be then lured into trying out the game.

The developers wanted a hassle-free show experience. That way, they could manage the booth without worrying about anything else. We designed the booth, printed the materials, shipped everything in (and out), and executed setup and teardown. If the team needed help with anything during the event, like complying with ADA (Americans with Disabilities Act) standards, we took care of the details by talking to the right people at the venue and troubleshooting any surprise challenges.

The appearance at GDC was B2B focused, and it was a challenging year for indie developers. The downturn in the industry and the lack of publishing money attracted fewer conversations with possible investors. But with Rooster, the studio had the opposite experience. Because of the game’s premise and targeting, they had multiple interviews and conversations with publishers, distribution partners, and government agencies devoted to culture and heritage, China-specific in this case.

PAX West experience info here?

The developers had a lot of positive and interesting talks with developers, investors, and gamers. The reaction to the game was positive, with people commending its visual identity and uniqueness. A demo was released on Steam for a short period and the game is on track to release in Q1 2025.

Looking ahead

Attracting people to a booth can be complicated. You are competing against AAA studios and brands, trying to attract the eyes of attendees in a busy setting. Understanding what makes an idea unique and expanding on it can help it stand out. 

Leaning on the variety in gameplay and stunning visuals made organic influencer engagement easier to come by. The game now has over 20K wishlists on Steam, with appearances at the (Steam’s) Wholesome Games Festival, and Steam NextFest.

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