As an indie game developer, you are already aware of the noise on subreddits like r/gamedev or any other game development communities on platforms like Discord. Wherever you go, there is a plethora of so-called marketing gurus sharing their mantra for Indie game marketing success, which further makes you feel overwhelmed rather than empowered. We know you are an Indie game developer and a maverick for developing world-class games, but the marketing side may not come as naturally. That’s why we have distilled years of our experience in Indie video game marketing into the 5-minute blog that can make your game the next Minecraft of the industry. So, let’s dive into these strategies:
#1 Play Before Sale
Oliver Kern, a renowned growth specialist in the gaming industry, emphasises that many developers believe a successful app launch is the key to its success. However, this is only partly true. The foundation of an app’s success lies in its soft launch. It determines whether your game is ready for full-scale release or requires more rounds of coding to be stream-ready. Even if your product gets multiple downloads, bugs and crashes may ruin the customer experience. Make sure that you are very thorough with this step before investing in your Indie game marketing strategy.
#2 Beg, Borrow or Steal
We know you might be stunned by the heading, probably thinking, "What kind of Indie game marketing strategy is this?" But don’t worry; keep reading, and it will all start making sense. Hire a digital marketing agency for your game advertising! As an independent developer, we know you may lack financial resources, but this is completely non-negotiable for your game's success. If you compromise on this, the game you developed with all your heart and effort may end up trading at $10 or less on the Steam platform. An average gamer doesn’t invest in an unpopular game; it doesn’t matter how good it is. That’s why you need to bring financial resources for an Indie game marketing agency; otherwise, you'll be ready to fail.
#3 Get Your Game Reviewed
Now that you have a stunning website, how do you ensure people find it? This is where SEO (Search Engine Optimisation) comes in. SEO might sound intimidating, but here’s a simplified version of marketing for interior designers: Once you have hired a digital marketing agency, this doesn’t mean your job is over—network with other platform holders and game developers with a significant following in the industry. Reach out to bloggers, YouTubers, and influencers who specialise in indie games, as their endorsements can amplify your visibility. Further, Consider offering demo versions to select reviewers, allowing them to experience your game firsthand. This is one of the crucial steps of an Indie game marketing strategy that will help you generate buzz and drive organic interest, ultimately leading to increased sales and a passionate player community.
#4 Become Active On Social Media
If you are neglecting social media, just have a look at this stat from Statista.com: Social media users have grown more than 5 billion as of July 2024. It is impossible for your target audience not to be using these platforms. That’s why you need to be active on these platforms. Social media is one of the most effective ways of sharing about your product, the story behind it, and more. But before sharing these, ensure you have researched which platform your target audience is most active on. We know you must have hired an indie game marketing agency that will take care of all social media marketing, too! “Then what’s the point of me being active on these platforms?” Okay, you got me here. Create two separate accounts, one for your business (Game or Gaming studio) and one for yourself. Let your marketing agency handle the official account. But with your personal account, engage with the audience, share your day-to-day activities and more. This will further complement your indie game advertising.
#5 Participate in Discussions
As digital platforms increasingly serve as the main source of information, various forums and communities, such as r/IndieGaming on Reddit, can help promote your game. With your personal account, starting work towards building your own community is advantageous in Indie game marketing strategy for engaging players and encouraging in-app purchases for effective monetisation. Maintain open communication and sincerity to cultivate dedicated supporters who will promote your game. Also, clearly articulate your vision and mission to your community members. We recommend that you participate in different industrial events. While in-person events may have declined since 2020, online events remain active. Compete in events like the Google Play Indie Games Festival, where indie developers can showcase their creations.
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