-modified.png)
As an indie game developer, you’ve probably heard this myth about how indie games don’t need any marketing. “If the game is good enough, the players will come.” But the fact is that unless you actively market your indie game, you probably won’t get more than a handful of players (friends and family included).
Here’s a guide on the why and how of indie game marketing.
Why is indie game marketing necessary?
The answer is simple: to put your game on the map so that you can build your wishlist and convert your target audience to players. It also lets you distinguish yourself from your competitors.
Additionally, indie game marketing also helps you build a loyal community of gamers who will act as your fanbase. In other words, marketing helps your indie game stand out in a highly competitive niche, giving you a better chance of success.
Strategies to effectively market your indie game
These proven indie game marketing strategies will help you get more eyeballs on your game.
#1 Understanding the market
With thousands of indie games being released on Steam every month, there are probably quite a few other games that share genres, gameplay mechanics, storylines, or other similarities with yours. This means you need to stand out from the crowd.
The first step to this lies in understanding the market. This includes scoping out your competitors, finding out who your target audience (the people most likely to play your game) is, and deciding on your unique selling proposition (the thing that sets your game apart from others).
#2 Creating an online presence
Social media is a powerful tool in marketing your indie game, primarily because it lets you engage directly with your target audience, get their valuable feedback, and foster a gaming community of your own. Making your audience feel included in the development process (either by sharing periodic updates or getting their opinions on certain things) can make them feel valued, which means they will stick around for much longer! But make sure you’re hanging out at places that your target audience likes to frequent.
Expert tip: Don’t forget to create (and optimize) a Steam page. That comes under creating an online presence, too. 😉 Make sure to include a link to your Steam page on your social media posts to increase the number of wishlists pre launch.
#3 Creating hype using trailers and teasers
You need to give people a taste of what your game looks like so that they look forward to it. Make them excited about playing the game! First, create a compelling (but short) description of your game. It should create hype without giving too much away. Next up, create a trailer that gives a brief idea about your game’s storyline, gameplay mechanics, and graphics. The scenes of the trailer should be chronological in order. Finally, include teasers (or screenshots) of your game–both on Steam and on other social media platforms. You can also create a demo version of your game, which will come in very handy, especially when working with influencers. Aaaaand this brings us to the next point! 👇
#4 Collaborating with influencers
Gaming influencers–especially those in your niche–have the same target audience as you. This means collaborating with those influencers gives you access to hundreds, if not thousands, of potential players. And, hey, people tend to take the recommendations of their favorite influencers very seriously, which will work in favor of your game. Giving them a demo version that they can play while livestreaming will get several of their followers interested in your game because they get to see a trial version of what the final product will look like.
#5 Sending out press releases
Press releases give your game more visibility and credibility. They target potential players who might not use social media, but will still be interested in your game. Put together a press kit containing all the information about your game, including your trailer, teasers, and the demo version. Reach out to media outlets that cover indie games, bloggers, and game reviewers. But make sure to do it during milestones, such as after you release a trailer or a demo version, or just before your launch date.