Indie Marketing Guide: Best Game Promotion Strategies

Learn How To Promote Your Indie Game

So you want to get players? This is what every indie game developer dreams about. And this is where majority of them fails. Of course if your game is bad, then it will be harder to market it. But even if it’s literally best game on the planet, you still need to do it. That’s why I’ve decided to write this long video game marketing guide.

Game Design Marketing Misconceptions

First of all, there are three misconceptions in the world of indies. The most common example of indie gamedev specimen is someone who hasn’t made a game yet. And this is the kind of person that repeats mistruths over and over most likely believing he is correct.

Steam Results In Sales And Additional Marketing

Hell no. Even if your game is good, Steam doesn’t result in sales and additional marketing. It can do it, of course, if your game is already popular. So if you already have an existing huge audience, and their friends see what game they bought and what are they playing, then Steam can help.

If your game is of outstanding quality and can get only top scores and reviews so it gets featured on the front, then Steam can help. Otherwise? Not. If your game isn’t popular yet and it’s not of outstanding quality then you can only use Steam as secure middleman that will handle your sales.

Steam Is Saturated And All Indie Games Are Doomed

This is true. Steam is saturated. This is not a mistruth. But what people mean when they say this is that your indie game is destined to fail because it won’t gain traction on Steam.

Wrong. Steam was never supposed to be your main marketing method. Not unless you meet above conditions. And you can only meet them if you already have other marketing done correctly.

Great Games Automatically Become Popular

That’s the biggest mistruth. Sure, great games (probably not your game) are easier to promote. And that’s it, they are easier to market. But you still have to do it.

Some people somehow believe if they create great product then magically his few players that he accidentally gained will help him promote the game by spreading the good news.

These accidental three players could result in other four players, and these four could invite twenty people more, and so on. This is a real thing, people talk about good games. But nowhere close to the degree where you can expect it to be viable method.

For ten of your players, you can expect one of them to share it with his friend. You see how wrong it would be to consider it as your main marketing strategy?

You Need Money For Marketing

What you need for marketing is computer with internet, and ton of time. Before internet it wasn’t so popular and you needed money to promote your product. However now there are ton of online ways to do it.

And many of them are free. So you don’t need money for marketing. Although it would certainly help. Just be careful whenever you hire someone, as it’s easy to get scammed in this branch.

Best Game Promoting Strategies

All these methods require time and have very small results unless done correctly, strategically and many times. Actually, even then they need ton of time and effort. But that’s better than nothing, right?


So you made game anyhow similar to Pokemons? Perhaps in your game you can hide weapons, animals, people or anything else in small balls that you can take with yourself on your adventures?

Or perhaps this is a game about constant collecting and upgrading (insert anything here)?

  1. Then you can search for pokemon forums in Google.
  2. Make an account.
  3. Write some more or less related posts about how you love Pokemons.
  4. Create thread about your indie game that is similar to Pokemons, put screens and trailer there, along with nice description.

Isn’t hard! I am sure if your game is really related to Pokemons then there will be many people who would love to try it.


You can do the same thing as above on Reddit. Or you can even post in some gaming or gamedev sub. And this is how you can get some audience from Reddit.

There are many ways to do it, and you are only limited by your creativity. Examples:

  • In game design subreddits: “hey folks, I left my job and spent 3 years creating this game”.
  • In subreddits of similar games: “hey men, I’ve made similar game to Pokemon, here’s the link”.


Even before you finish your game, you should create Discord server and actively promote it. What it does is it gathers alike-minded people who like your game (from the screenshots you gave them at least).

They can talk about it, or even infinite more people. Being in such server will make them never forget about your game, even if they don’t post there.

Social Pages

Social pages like Facebook and Twitter on its own are weak. That’s because they can eventually work if you already have some audience and likes.

However if you do, then you should create cool pages, post really entertaining tweets and tell your existing audience about them. They will be the first to like your tweets.


Every game needs a website. Will website gather audience on its own? It could. If you add a blog to your website, you could write articles like:

  • “Deadly Stars, The First Sci-Fi Cosmos MMO With Survival Elements”.

Then if someone searched in Google for Sci-Fi MMOs then with little bit of luck he could find your website:

Isn’t that easy?

Summarizing Video Game Marketing & Promotion

Marketing is not easy. And you may need to spend as much time on it as you spend on game development, if not more. Not only that, but your game has to be good or marketing efforts will be wasted.

Not only it has to be good, it also has to be made with marketing in mind. That’s why you shouldn’t create games that:

  • Are boring.
  • Are ugly visually.
  • Are bugged.
  • Bring nothing new to the table.

But if you know that there’s a game idea people would love to play… Then you should try!

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