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Low-Cost Marketing For Indie Games

Updated: May 21

Marketing an indie game on a tight budget can be challenging. At times it can be slow, you may only see small gains each week but once you've found a way that works for you, you can soon find yourself creating a community of engaging followers.


Here are some effective strategies to market your indie game for free or at a low cost:


Create a website


Build a website for your game with information, screenshots, gameplay videos, and a blog to keep potential players engaged and informed about updates.


Social media presence

Utilize social media platforms like Twitter (now known as X - I'll probably keep calling it Twitter), Facebook, Instagram, and Reddit to share development progress, behind-the-scenes insights, and engaging content related to your game. Engage with your followers, answer questions, and encourage them to share your posts.


Content marketing


Start a development blog or create video content about your game's development process. Share tips, tricks, and interesting stories that will attract players and help build a community around your game.


Community engagement

Engage with gaming communities, forums, and subreddits relevant to your game's genre. Be an active member, participate in discussions, and share your insights. Avoid direct self-promotion, but you can mention your game when it's relevant to the conversation.


Press coverage and reviews


Reach out to gaming journalists, bloggers, and YouTubers who cover indie games. Provide them with a press kit containing information about your game, key art, screenshots, and a demo if available. Personalized emails can be more effective than mass pitches. Some press coverage may as for a fee, but before you do pay, ask questions like 'What are your average web visits for similar game articles'.


Participate in game jams


Participate in online game jams to showcase your skills, build a portfolio, and potentially gain media coverage and attention from the gaming community.


Influencer marketing


Collaborate with small to mid-sized gaming influencers who may be interested in playing and featuring your game on their channels. They often have engaged audiences and can help spread the word about your game. Bigger influencers will most likely ask for a fee, but try to scope out a deal with them to see what you can do - They might just ask for a free game!


Beta testing and feedback


Encourage beta testing and gather feedback from players to improve your game. Happy testers might share their positive experiences with others.


Cross-promotion


Partner with other indie game developers to promote each other's games through in-game advertisements, social media shoutouts, or co-marketing campaigns.


Game conferences and events


Attend local (or at least close to you) gaming events, expos, and conferences to showcase your game and network with players, fellow developers, and potential partners.


Create a press release


Draft and distribute a press release about your game's release or major updates. Use free press release distribution services to reach various media outlets and potentially gain coverage.

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