Indie Game Marketing

Initially, we will focus on the fundamentals of indie game marketing and provide tips on when and how to start. I understand that most people don't like marketing, especially game devs who already have to master many disciplines, and marketing is just one more. We can say whatever we want, but getting your message to the customer is kind of an art, and if you're good, you’ll see some amazing results. Here, we won’t go into as much detail as we do in our Steam Game Marketing, but we will explain the fundamentals and some other marketing techniques that are important for PC, console, and mobile games. We also have a separate post about mobile game marketing since it is quite different.

Marketing an indie game:

Start by writing about your game. What is the concise statement? We call that an elevator pitch (how to describe your game to someone during a short elevator ride). It should be brief and directly explain your game. It doesn’t need to be perfect at the start, and remember, we can revise it as the game develops.

You’ll need a unique selling proposition (USP). This is different from describing what your game is about; here, you define what makes your game unique and special. Sometimes we mix and match genres to create something new, but other times we may create a similar game—so why should someone buy our game over the original that inspired it?

As a best practice, it's important to define the USP before you even start creating the game. Consider what will make it truly compelling, what will help it stand out, and why people will want to play it.

Some points to consider:

• What's the specific reason to get your game?
• Others don't or can't offer this unique feature.
• It must be compelling enough to drive interest and make the gamer want to buy it.

Target audience: Newcomers to marketing may not fully understand this, and game devs often think, "My game is for everyone," but that's not a helpful mindset. We need to narrow down who our real target audience is. If you're making a roguelike, casual Facebook players probably aren’t your audience. So, where is your target audience? Who do you envision this game being for? Is it designed for serious gamers who play multiple hours daily, or for someone who only plays occasionally? Is it meant to be a quick "five-minute game" for passing time, like while waiting in line?

Release timing: You need to decide when the best release date is, weighing the pros and cons of different dates. Be mindful of external factors like holidays, major events, or other game releases that could affect your marketing or launch. Also, consider seasonality by looking at big industry events (like E3) and national or international holidays (Christmas, July 4th). You might take advantage of opportunities like releasing themed content around Halloween, or avoid busy periods like New Year's Eve.

Before we make our indie game marketing plan, we need to gather more information and do further research. For this, we'll use what we call "The Four Ps."

The Four Ps:

In traditional marketing, the "four Ps" serve as a foundational framework: product (in our case, the game), price, promotion, and place. These have been guiding principles for marketers for years.

• Product: What is the game about? Who is it for? What makes it unique or interesting?
• Price: Setting the right price can depend on several factors. Is your game a quick, affordable mobile purchase? A premium console experience? Or something else?
• Promotion: Decide how you'll promote your game. Will you focus on PR, social media, word of mouth, or advertising? This will be a key theme throughout the book.
• Place: Where will you sell your game? For mobile games, you might use iOS and Android platforms, while for PC or console, you might sell it on Steam, GOG, or Epic.

At Game Marketing Net, we are an agency, and we can help you market your indie game or act as your game marketing consultant. The question is, should you use an agency? Many indie developers have successfully self-marketed their games, often with great results. When it comes to PR, a personal approach can be highly effective—developers sharing their own stories with journalists and being authentic in their communications. It’s up to you to decide what works best for your situation.

Branding:

Branding is not just about a logo and a website. It involves defining your brand and establishing the "personality" of your studio and game. It’s about finding the right words to describe your company and game and understanding the "who," "what," and most importantly, the "why" behind your product, both now and for the long term. Your brand is your reputation—it’s how people will talk about you and how you want them to talk about you.

Key elements of branding include:

• Company name
• Game name
• Logos for both your company and game
• Messaging, slogans, taglines
• Website
• Game Social Media Marketing

Indie Game Marketing Plan and Timeline:

Marketing should be considered from the moment you begin game development. Early and consistent integration of marketing strategies will benefit your game's success.

Your initial marketing strategy should focus on these four key points:

• Target audience
• USP
• Release date
• When to announce your game
• Marketing Timeline:

L - 9 months (9 months before launch):

Announcement:

Share the news through PR, press releases, your website, blog, and/or social media. Use key assets like screenshots, videos, or key art to strengthen the announcement.

L - 6 months (6 months before launch):

New Asset Reveal:

Release new concept art, screenshots, or videos.

Supplement with PR outreach for article placements, and keep promoting through your website, blog, or social media.

L - 5 months (5 months before launch):

First Playable Build:

Showcase the first playable version at an industry or consumer event.

Boost visibility with PR, possibly through event coverage.

L - 4 months (4 months before launch):

Game Assets Update:

Share more screenshots, character reveals, or video footage.

Post a project update via PR or on your website, blog, or social media.

L - 3 months (3 months before launch):

First Look/Teaser Video:

Release a teaser video and announce the release date.

Leverage PR and promote it across your website, blog, and social channels.

L - 2 months (2 months before launch):

Project Update:

Publish a blog post or pursue article placements through PR outreach.

L - 1 month (1 month before launch):

Playable Code to Press:

Send out a playable version to press outlets and prompt for preview coverage or interviews.

L - 3 weeks (3 weeks before launch):

New Gameplay Video:

Release a new gameplay video to generate excitement.

Push it through PR for article placements, and share on your website, blog, and social media.

L - 2 weeks (2 weeks before launch):

Review Versions to Press:

Distribute the final review version to press outlets and prompt reviews to coincide with launch.

Launch Week:

Launch Trailer:

Release the launch trailer alongside a PR push, leveraging your website, blog, and social media for maximum visibility.

Post-launch marketing:

While most of your game sales may occur around the launch, it's crucial to plan for ongoing revenue generation. Marketing shouldn’t stop after your game is shipped. Depending on the type of game, post-launch programs may vary. These can include:

Add-on content and updates, like new features, levels, characters, weapons, or theme packs, to reignite interest. Community-driven events such as competitions, leaderboards, user-generated content, and fan art. Planned promotions and bundles to sustain post-launch sales.

Our Services Include:

• Marketing Plan Development: We create tailored marketing strategies to help you reach your target audience effectively.
• Community Management: We've got it covered from building and managing your Discord community to engaging with your players.
• Website Development: We build professional websites with best practices, including email subscription fields to grow your newsletter list and start building your brand.
• Branding: We help you establish a strong brand from the start, focusing on consistent visuals and messaging.
• Content Creation: We create engaging content to keep your audience interested and excited about your game.
• Quality Assurance: User feedback and testing to ensure your game meets the highest standards.

If you have any questions or need support, please contact us via email or Discord, especially if you require any customization to our offers. To purchase any of our services, simply select the ones you want and add them to your cart. Once the payment is complete, we will contact you to discuss the details.