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The #1 rule when it comes to marketing your indie game? Creating enough hype around it before your launch so that you’re able to collect at least a few thousand wishlists on Steam. This builds anticipation and excitement among players, giving you a much better chance of success.
Here are 5 ways in which you can create a buzz around your indie game pre-launch!
1. Trailers and teasers
The main difference between indie and AAA games is that the latter have an auto-buy audience, while indie game developers need to work hard to show people that their game is worth buying and earn their first loyal players.
This is where trailers and teasers come in. They let your target audience know what your game is all about (better than any description ever could) and give them a taste of what to expect. It's much easier for people to imagine themselves playing the game after viewing trailers and teasers, which builds up excitement.
2. Beta version launch
The one thing that's better than trailers and teasers? Launching a beta version of your game that people can play and fall in love with. Think about it: with a beta version, potential players turn into a participant, rather than just watching it being played. This hypes players up, leaving them wanting more.
3. Influencer collaborations
You've probably checked out a game played by your favorite Twitch streamer, or bought a product endorsed by a lifestyle influencer. That's the power that influencers hold over their audience. Even if they have a smaller audience compared to others, they're probably very loyal, which means collaborating with them and getting them to play the beta version of your game can skyrocket your wishlists. Because watching their favorite influencer fawn over a game will make them automatically want to buy it!
4. Press releases
The media can help you reach a wider audience (those who don't use social media religiously, but still like to stay on top of the latest gaming news). The best way to create some buzz through press releases is to time it during milestones, such as trailer or beta version launch, or before the launch date of the final version.
To get the media to cover your indie game, you need to reach out to game journalists with your press kit that includes all the information they would need about your game. You can do it yourself, but we recommend working with an indie game marketing agency like Campaign Cooperative.
5. Giveaways
Who doesn't love free stuff? And, hey, it'll get people talking about your game, so it's a win-win for all parties involved. You can host a giveaway before or after your launch (or both). Make sure that it's timed perfectly to help you increase your sales.
Here are some ideas for giveaways:
- Giving away fee merch or other gaming-related stuff to a few people (chosen at random) who buy your game
- The chance to win access to your game for free if they promote it on social media
- An X% discount to people who refer your game to others or for the first few people who buy your game
You can also encourage people to tag a few others in your giveaway post to be eligible for winning. They get a chance to win something, you get free promotion!