How to Market an Indie Game

Marketing costs for AA and AAA games can reach hundreds of millions or even billions of dollars.

So, you’re an indie with no budget... WTF do you do?

Game marketing is hard, and for indie developers with a limited budget, it can feel downright impossible. That feeling isn’t completely unfounded — no matter how you look at it, marketing with minimal funding is tough. However, there is some good news: indie game marketing is guided by the same core principles as AA and AAA marketing. In fact, these concepts are even more critical when resources are limited.

Lex Parisi, Director of Marketing at Lionbridge Games, shares how the fundamentals of video game marketing can be adapted to develop a successful indie marketing strategy.

See the Big Picture

Just as with any type of marketing, the golden rules of who, what, when, where, and how you talk to your audience still matter. “When resources are limited, being strategic is everything,” says Parisi. “Remember to define your audience, time your content to stand out, and promote through the right channels.”

Here are some questions to consider:

• Who is your game for?
• What do they like?
• Where do they hang out?
• How do they like to be spoken to?
• What existing communities and affinity groups can I leverage?
• Does my release date coincide with a bigger release?
• When will my target audience have the most free time and disposable income?

Get on Social Media

In marketing, the term “organic” refers to strategies that don't involve paid advertising, such as search engine optimization (SEO), email marketing, and content creation. For indie developers, the most potent organic marketing strategies are community engagement and social media outreach.

From making conversation on Reddit and Discord to streaming content and providing dev updates, engaging with players directly can have a massive impact on your game’s reception before it even launches. Make use of assets you likely already have, like sketches, key art, test recordings, and demo gameplay, to help players understand your game and give them something to look forward to.

“Keep in mind that ‘free’ doesn’t mean ‘bad.’ There are tons of powerful, low-cost tools and strategies out there. You just need to know where to look and be willing to invest some time.”

Leverage Your Platforms

Take a good look at where you plan to release — Steam, Itch.io, the Epic Store, console stores, mobile stores — and take note of their marketing tools. “Many devs, from indie to AAA, overlook these very valuable resources,” Parisi remarks. “They are only there for your benefit, so lean into them!”

Steam is a prime example. On the “Marketing and Sales” tab, you can find co-marketing opportunities, press events, and sales windows, some of which are specifically for indie developers. Make the most of this information by planning your game’s release timeline around Steam’s events and take advantage of the momentum they provide.

Similarly, remember to optimize! Check your store page’s traffic sources, click-through rates, and audience demographics. Use this data to optimize your messaging and discover unexpected markets for your game. Analytics provide game-changing insights, so make sure to check them whenever and wherever you can.

Tap into Gaming News Sites

From small blogs to industry giants, gaming news outlets can help you reach a wider audience. And contrary to popular belief, you don't need impressive credentials or connections to get in — most publications accept game pitches without needing a PR firm. Simply find journalists who cover indie games or your genre or whose content you like.

You’ll need to craft a pitch that highlights what makes your game unique. Include screenshots, trailers, and links to demos or early access builds. "Remember, you’re doing just that: pitching. Treat it like you’re selling them on why their readers will care about your game. You may get coverage or a review.”

Think Small (and Smart) for Events

Can’t afford a massive event booth or sponsorship? That’s okay. Many events offer indie sections, shared booths, or sponsorships that include extras like event badges, access to press lists, and built-in event marketing. You can look for events specifically designed for smaller developers, such as Indie Megabooth or Day of the Devs, or partner with other indie developers if you want to go bigger and split costs.

Don’t be afraid to work with your “competition.” Rising tides raise all ships.

Partner with Streamers and Influencers

Influencer partnerships can amplify your message, and depending on who you work with, can do so without breaking the bank. Micro-influencers have begun to pose significant value, with small but mighty audiences that boast high engagement rates. “Smaller influencers have a smaller reach, but their influence is more potent. Their followers tend to be more devoted, and they often have a lot of trust in the creator’s opinions.”

When working with influencers, aim to build relationships. Don’t just drop links and peace out. Engage in conversations, share their content, and support their work, too.

Don’t Overcommit

Don’t Overcommit. Seriously. Not everyone has the bandwidth or budget to maintain a website, four social channels, a blog, a store page, and an event sponsorship on top of the already-hefty responsibilities of an indie developer. If it’s too much, simplify.

• Focus on your store page. Platforms like Steam, Itch.io, or Epic Games are built for selling games. Use them to showcase your updates, host dev blogs, publish trailers, and convert sales.
• Choose one platform. Pick the channel that makes the most sense for your audience (Discord, Substack, Patreon, etc.), and stick with it.
• Stay Consistent. Regular updates keep your audience engaged, build hype, and please the almighty algorithms.

At the end of the day, it’s still a tough task, but indie marketing isn’t impossible. There are a number of tools and tactics at your disposal, and support for the indie gaming scene is only growing stronger. Trust that the hustle is worthwhile, and try not to get discouraged. By staying strategic and focused, you can create a campaign that connects with your audience and builds excitement for your game.