A little less than one year ago, The Pirate Bay announced a new campaign where the site’s iconic logo would be replaced by an ad for some form of media — usually music. Dubbed The Promo Bay, the promotional campaign aimed to help artists promote their work — no doubt an effort by The Pirate Bay to show that it isn’t just a platform for piracy. Those of you that have visited the site frequently enough may have wondered how well the promotion platform is working, and luckily for us, the developer of the indie game — Sean Hogan — Anodyne broke down just how much the promotion helped.
The Promo Bay isn’t simply a free promotion, as the catch is that the featured artist must provide a free torrent to the promoted work. Hogan said that the promotion was a success, and fueled sales to far exceed the projected numbers.
Over the three days that Anodyne was promoted on The Pirate Bay, Sean experienced traffic of over 240,000 unique visitors, with the largest referral being from The Pirate Bay. The total cost of the promotion was $7, but that was simply web-hosting costs. The release trailer of the game broke 100,000 views, and the Facebook page gained around 200 to 300 Likes.
To compare to how the game was doing before The Promo Bay, the developers only experienced traffic of around 40,000 unique visitors, which resulted in around 800 to 900 sales at an average of $8 a pop, which results in around $6,400 to $7,200. The sale resulted in around 6,700 purchases of the game, and though the average price paid was much lower than $8 — at around $1.50 to $2.76 depending on game-only or bundle purchases — the developers doubled their revenue from the sale, generating around $12,000.
So, at least for one developer, The Promo Bay actually worked, showing that more sales come with more exposure, even if the product is sitting right there available for free.
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