Breaking into the indie game scene is both fun and challenging. With thousands of new games released every year, standing out requires smart marketing, creative branding, and strong community engagement. In this guide, we’ll break down 3 proven strategies that you can apply to your indie game today.
1. Content & Posting
Marketing an indie game requires consistent content updates – not only in game, but on social media and other platforms. Posting once or twice a month is not enough to gain visibility in an industry where THOUSANDS of games are released every year. Ideally, you should post two to three times per week across platforms like Instagram, X, Facebook, YouTube, and more. You can use Twitch to stream devlogs, and you can use Discord to build and engage with your community.
Although you should post on these platforms, they each has a different purpose:
- YouTube: long form content such as trailers, devlogs, and behind the scenes videos
- TikTok/Instagram: short, engaging videos that showcase gameplay or fun interactions within your game
- X: quick updates, sharing development progress, and engaging with your community
- Discord: interaction and engagement with your community
One of the biggest challenges indie devs face is staying consistent with their content. A simple way to stay on track is to create a content calendar. Planning out posts in advance can help your game remain visibile without requiring daily effort.
2. Engaging & Sharable Content
Not all content performs equally. Some types of post naturally attract more attention and engagement. Gameplay trailers, behind the scenes development videos, and UGC (user generated content) tend to perform the best.
A well made gameplay trailer is one of the most powerful marketing tools available. It should quickly highlight what makes your game unique, while still showing off your game’s main mechanics and visual style.
Here are 5 indie game trailer tips:
- Hook Viewers in the First 5 Seconds: Start with your game’s most exciting (or most mysterious and enticing) moment to grab attention immediately
- Show, Don’t Tell: Let your gameplay speak for itself by avoiding excessive text or narration
- Keep It Under 90 Seconds: A short, focused trailer is more engaging and sharable
- Highlight Your UVP (Unique Value Proposition): Showcase what makes your game stand out, whether it’s the art style, mechanics, or story
- End with a Strong CTA (Call to Action): Direct viewers to wishlist on Steam, follow on social media, or join your community
Now I want to take a moment real quick to explain why I’ve been using acronyms like UGC, UVP, and CTA. These aren’t just buzzwords – they’re essential business terms. And why does that matter? Because whether you realize it or not, you’re building a business.
That’s right… you’re creating something and putting it out into the world for someone else to enjoy, and selling it. By definition, that makes you an entrepreneur. And that’s awesome. You’re taking on something challenging and exciting. Of course, not everyone may see themselves as an entrepreneur, and that’s completely fine. But understanding the business side of game development is a big key that will help you succeed.
Anyway, back to what we were talking about. Making sure that the content you put out for your game is engaging and sharable is very important, as that will ensure you reach the right audience.
3. Monetization & Long Term Growth
For you to be able to quit your day job and go full time with your game dev journey, you need to make sure that your first success is sustainable. In order to do this, monetization needs to be considered early in your marketing strategy. While game sales are the primary source of revenue, there are additional ways to generate income.
For example, DLCs and expansions can provide long term engagement and additional revenue after your game releases. Now I know what you’re probably thinking, “Aren’t those just… microtransactions.” The answer is yes. They are microtransactions. However, they often get a bad rap because of certain games (cough cough Fortnite) that take advantage of the system in not-so-nice ways. The key is to make sure these microtransactions are truly “micro” and don’t negatively impact the player’s experience. If done right, they can be a great additions.
Another good way to monetize is to collaborate with influencers and content creators. Many indie devs and studios have successfully partnered with streamers and YouTubers to showcase their games, reaching new audiences without traditional advertising. Finding the right content creators who truly align with your game’s style and audience can be a really effective marketing approach.
In the end, there’s no one size fits all approach to marketing your indie game, but these strategies can help you build momentum and get the ball rolling. The key is staying true to your vision, maintaining a strong connection with your players, and adapting to the ever changing video game industry.
If you’re looking for actionable steps to kickstart your indie game marketing, check out our Free Indie Game Marketing Guide here: https://wardenmedia.gg/freemarketingguide. It’s packed with tips and strategies to help level up your game brand.
Anyway, keep experimenting, keep engaging, and most importantly: keep creating. Your players will thank you for that.
