Start With Market Fit (Yes, Before Coding)
Before you write a single line of code, stop and get your bearings. The indie graveyard is full of beautifully built games nobody asked for. A solid game starts with solid fit. What’s trending in your genre? What’s missing? If you’re making a 2D roguelike, you better know what’s already out there and what players are still hungry for. Gaps in experience, not just genre, are the gold.
Next, scout the competition. This isn’t just to see what they did right it’s to understand how they were found, what their core fans care about, and where they fall short. Look at their Steam reviews, their Reddit threads, the Twitch vods. What are players raving about? What’s making them bounce?
Then build your player persona. Not just “gamers who like platformers,” but “players who love tight mechanics, hate RNG, and want to beat levels fast with minimal backtracking.” Know their age, habits, spending power, and where they hang out online. Think of this person every time you make a design or marketing decision.
Do the homework now, or regret it when your trailer drops to crickets.
Get tactical early: game development tips
Set Up Your Content Pipeline Ahead of Time
Waiting until your game is playable to start marketing? That’s too late. Players don’t just want release dates they want the journey. Teasers, devlogs, and behind the scenes content should start months before launch. People follow stories, not projects. Documenting early challenges, design pivots, or scrapped mechanics builds trust and anticipation.
Consistency is your compounding advantage. Whether it’s a biweekly YouTube devlog, quick TikTok updates, or Instagram carousels of concept art, pick your channels and show up regularly. Don’t aim for perfection aim for rhythm. Even simple updates keep your game top of mind.
To stay on track, batch create your assets. Tools like Premiere Pro, DaVinci Resolve, Canva, and CapCut can help you crank out trailers, social clips, and key art in solid blocks instead of piecemeal chaos. Schedule posts in advance using tools like Buffer or Later. That way, when crunch time hits, your marketing doesn’t flatline.
Building hype isn’t luck. It’s systems. Start early, stay visible, and automate what you can.
Lock In Your Community Channels
You can’t market into a void. Before your game even hits alpha, you need to figure out where your people hang out and show up there consistently. Discord is the go to for tight knit, real time communities. Reddit gives you reach, depth, and relevance if you’re willing to engage authentically. TikTok? Great if your game has strong visual hooks or quirky mechanics that can go viral in 12 seconds or less. Pick platforms with intent, not just because they’re trending.
Next: build that email list. From day one. Platforms rise and fall, but email is a direct lifeline to your most dedicated players. Use sign up incentives like exclusive concept art, behind the scenes devlogs, or early access. Keep the updates short, useful, and personal.
Finally, don’t wait for launch to build loyalty. Closed betas and playable demos aren’t just for bug squashing they’re community building weapons. Let players experience the game early and make them feel like insiders. If you listen, iterate, and give them something they love, they’ll turn around and sell it for you.
Presence, access, and purpose. That’s how you build your pre launch squad.
Don’t Just Market Storytell
Here’s the truth most players don’t remember your bullet list of features. They remember the story behind the game. The moment things nearly fell apart in month six. The late night panic that led to your best mechanic. The main character who’s based on your college roommate.
In 2024, transparency builds trust. Sharing the ups and downs of development isn’t just vulnerability it’s smart marketing. Devlogs, candid videos, or even raw Twitter threads can give players a reason to invest early. Not with money, but with attention. That’s the currency that matters before launch.
Spotlight the lore. Talk about what the world of your game reflects. Drop concept art not as eye candy, but tied to your creative decisions. Why does your character wear that jacket? Why does your villain believe they’re right? These details hook people, especially if they feel like they’re seeing something not everyone else has.
Start now. Not when the game is polished. By then, it’s too late to build emotional momentum.
Tighten the Game Marketing Feedback Loop
Your best marketing weapon? The players already testing your game. Feedback isn’t just for finding bugs it’s a signal flare for what actually connects. Maybe it’s your combat mechanics. Maybe it’s the synth heavy soundtrack. Maybe it’s the way your menus feel retro without being clunky. Pay attention to every Reddit thread, Discord DM, and unexpected compliment: that’s your marketing material writing itself.
Build your message around what people can’t stop talking about. Strip out the rest. You don’t need to make up hype points when your early players are giving you real ones use them. When a particular gameplay loop sparks attention, double down. When your art style consistently gets mentioned, spotlight it by default.
And keep the loop open. Messaging during development shouldn’t be stamped in concrete. As the game evolves, so should the story you’re telling. A well timed pivot in your pitch based entirely on fan feedback can turn a low key release into a late stage surge.
For more tips, check out Sharpen your dev to player connection: game development tips.
Leverage Influencers Strategically
The days of throwing $5K at a mega streamer and hoping for the best? Over. Smart studios in 2024 are going micro working with smaller influencers who often bring tighter communities and higher engagement. A 10K subscriber YouTuber who’s deep into deckbuilding roguelikes can drive more wishlists than a generalist with 500K followers. Less noise, more trust.
The key isn’t clout it’s alignment. Seek out creators who naturally vibe with your game’s art style, mechanics, or tone. Don’t pitch them a generic sponsorship. Give them early access, see how they react, and most importantly, let them be honest. Players can smell a scripted promo from a mile away. Real reactions, even ones with critique, are what spark interest.
Working with the right voices early builds momentum without blowing the budget. It’s a longer game, but the returns hit harder and last longer.
Your Pre Launch Checklist
Before you hit the big red launch button, there are a few critical boxes to tick. These foundational items ensure your game gets discovered, covered by media, and most importantly wishlisted by players.
Optimize Your Steam Page
Your Steam page is often the first impression potential players get. Make it count.
Use precise, SEO rich tags that reflect your game’s genre and features
Create a compelling game description concise, keyword aware, and emotionally engaging
Include polished screenshots, short GIFs, and a captivating teaser trailer
Prep a Strong Press Kit
Journalists, influencers, and content creators are more likely to cover your game if you make their job easy.
Include your game’s short description, long form pitch, and key features
Add high resolution logos, character art, and gameplay gifs
Package links to your trailer, demo (if available), and all social channels
Make the Wishlist CTA Unmissable
Wishlists aren’t just vanity metrics they directly affect how storefronts like Steam algorithmically support your game.
Include a wishlist call to action in every trailer, devlog, tweet, and update
Use consistent, visible buttons or link placements across all platforms
Remind your audience regularly (without spamming)
Reminder: Marketing is not just a final sprint it’s embedded in the build. If done well, your game won’t just launch with hype; it’ll build a loyal player base before day one.
