Pre-Launch Marketing: How to Market Your Pre-Launch Indie Game in 5 Steps

January 9, 2024

Effective pre-launch marketing is the key to success in the competitive world of indie game development. With so much noise and buzz going around on the internet, here are a few things to remember before you launch your game that helps your game stand out.

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Post-Launch Marketing

1. Know Your Destination and Audience

Before hyping your indie game, spend time reflecting on your goals. Identify whether you want to gain wishlists, generate awareness, build a community, or seek funding.

Study and understand your audience by immersing yourself in online communities like Discord or Reddit. Talk to your ideal customer to understand what they like, or don’t like, about the existing games in the market. Research their interests, preferences and communication styles to tailor your game accordingly.

2. Perfect Timing is Everything

A common pitfall in marketing is getting your timing wrong. Many teams start their marketing campaigns too early with rough pre-alpha footage. At the same time; many teams start too late with insufficient time to generate hype.

Establish a solid foundation for your game by showcasing something tangible to attract your audience. Use that foundation to develop a following for your game before launching. Then translate that following into an organized launch strategy.

If you get your timing right, your marketing investment will get players hooked before your game even comes out.

3. Craft a Marketing Funnel

Create a roadmap, a marketing funnel, to guide potential players toward choosing your game.

Identify your current position, analyze steps customers need to take and define clear actions at each stage.

Influencer marketing, social media engagement, community building and paid advertising can help drive your customers through the funnel.

4. Optimize Your Listing

Ensure your game listing is compelling and optimized for downloads. Elements such as a catchy title, clear descriptions, engaging visuals and relevant keywords are crucial.

Make a list of games in your genre, then study them to form generalizations about what works for your target market for titles, images, and topics.

5. Bonus Components for Success

Boost your chances with impactful strategies like discounts, giveaways, game reviews, event participation and networking with industry professionals. Creating presence in the gaming community and make use of global social campaigns can propel your indie game for the best.