The digital marketplace for video games is saturated, and a growing number of titles share strikingly similar, often forgettable names. Games like "Duskfade," "DUST: Origins," and "Duskbloods" released within a similar timeframe highlight a trend of derivative naming conventions that can make it difficult for players to distinguish between them. While some titles like "Dungeons of Dusk" benefit from being a spin-off of a well-known game, and "Duskbloods" gains recognition as a potential FromSoftware title, many others struggle to establish a unique identity.
This phenomenon is exacerbated by developers looking to existing successful games for naming inspiration. This often results in a "flavorless mush" of titles that lack memorability. Communications director at Failbetter Games and games marketing consultant Hannah Flynn points to common "filler" words and phrases, such as "fall of," "echoes of," and "shadow of," which appear in thousands of Steam search results, leading to generic and uninspired names.
Flynn advises developers to "start with your game!" rather than emulating other titles. A good game name, according to Flynn, should reflect the spirit of the game and avoid being unmemorable. She cites examples like "Hades," "Dave the Diver," and "Sunless Skies" as effective titles that capture their respective games' essence.
This sentiment is echoed by Derek Lieu, a game trailer expert, who states that a game's name can be the deciding factor in whether it's remembered or lost in the digital ether. He praises titles like "SUPERHOT," "Unpacking," and "A Little to the Left" for their memorability and ability to convey the game's concept. Similarly, "Tiny Glade" effectively communicates scope and setting, while "Tokyo Jungle" intrigues with its unexpected juxtaposition of words.
The Temptation of the Colon
Beyond generic naming, many developers also fall into the trap of using colons to add subtitles, a practice Flynn refers to as the work of the "colon police." She argues that game names with colons are typically reserved for series entries, special editions, or DLC, and giving players two names to remember dilutes impact. While there are exceptions, such as descriptive subtitles for simulators like "Iron Nest: Heavy Turret Simulator," Flynn believes that indecision often leads developers to dilute their brand by splitting a strong name into two weaker parts.
Simon Carless, founder of GameDiscoverCo, offers a slightly different perspective, suggesting that while a concise and unique name is important, a game's name is not the primary driver of sales. He posits that video footage, word-of-mouth, and recommendations are more influential. However, he agrees that a name should not be too long or easily confused with another title, referencing the common mix-up between "The Outer Wilds" and "The Outer Worlds."
Ultimately, the consensus among experts is that a strong, memorable game name is crucial for standing out in a crowded market. While there's no single formula for success, focusing on the game's unique essence and avoiding trends that lead to generic titles appears to be the most effective strategy for developers aiming to capture players' attention. As Carless suggests, developers should explore multiple naming options and engage in thorough discussions rather than settling for the first idea that comes to mind.