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Navigating the marketing landscape can be really difficult, especially if it’s your first time. You’ve probably read a lot of advice about what you should do. But, what’s just as important is knowing what you shouldn’t do. Here are 10 of the top mistakes you should avoid.
1. Not making sure your game is in a high-demand genre
If you want players, you need to make sure that there’s a demand for the kind of game you’re planning to make. So, as soon as you come up with a concept for your indie game, do some market research to see if the demand for this genre is high. If you find that it isn't, tweak your idea such that your game falls under a niche that attracts a lot of players.
2. Not surveying your audience
Even if your indie game started out as a passion project, the ultimate goal is to make something that players will enjoy playing. This means getting their opinions about the things they like in games and whether they resonate with your concepts.
So, once you've identified your target audience, survey them so that you can create a game that they want to play!
3. Not having a marketing strategy
Simply posting content on social media and hoping that it'll get a lot of engagement isn't going to work. You need to come up with a solid marketing plan to make it happen. This includes things like networking and interacting with your target audience, using relevant hashtags, running paid ads, and yes, posting quality content that creates a buzz around your game.
4. Not fostering your own loyal gaming community
Unlike AAA games that get celebrity endorsements and have a loyal fan base, indie games rely on word-of-mouth marketing. To get organic recommendations and create your own loyal fan base for any future games, you need to nurture your own gaming community – preferably on Discord. Not only will these people talk up your game to others, they can also help you with beta testing and testimonials.
5. Relying exclusively on social media
While social media platforms such as X, Instagram, YouTube, and TikTok will be your main avenues of growth, you shouldn't rely on them exclusively. Why? Because, you can miss out on other segments of your audience who don't use social media. You should also use other methods to get the word out about your game – such as releasing press releases, optimizing your Steam page, and making use of newsletter marketing.
6. Never collaborating with influencers
Influencers have a loyal audience and can skyrocket your visibility, nicely padding up your Steam wishlists. Collaborating with smaller influencers can also get your game noticed by bigger influencers who might try it out during one of their live streams. Pick gaming influencers in your niche who have a good amount of engagement. Make sure you have a demo version of your game for them to play so that their audience can get a feel of what your game is all about.
7. Not uploading a trailer on your Steam page
Creating a trailer that highlights your gameplay mechanics, graphics, and storyline is crucial. And uploading it on Steam? Even more important. Because Steam is how many new players will find your game. And when they stumble upon your page, you need to sell your game to them. What best way to do this than through a trailer that gives them a taste?
8. Not using top-notch capsule art
Your capsule art is how your game is going to be known and recognized online. Since it's the first thing potential players are likely to see, it should be of high quality, be eye-catching, and convey your game's theme. In short: it should inspire anyone who looks at it to want to learn more about your game.
9. Missing out on Steam fests
Steam fests might be work, but they're excellent ways of getting free visibility. It's a time for players to shop around and see which upcoming indie games pique their interest, which means a readymade audience who want to buy games. You get the chance to showcase your demo version and talk up your game to everyone who tunes in. This can result in a lot of wishlists, later translating into sales.
Pro tip: Make sure to take part in the Steam Next Fest that's closest to your launch date. This way, you can release your game and make sales while the demo is fresh in the minds of players.
10. Launching your game with less than 10,000 wishlists
While 10,000 might seem like a huge number, it's easy to reach this number if you market your game well right from the beginning. The reason we recommend hitting this goal is because not every wishlist will turn into a sale, so it's best to leave some breathing room. Plus, the more wishlists you have, the higher the chance of making more sales.