# 18 · Marketing Timeline



> A 12-month marketing plan for solo and small-team game developers.
> No budget required. No marketing degree needed. Just consistency.

---

## Table of Contents

1. [Marketing Reality Check](#1--marketing-reality-check)
2. [Month 1–3: Foundation](#2--month-13-foundation)
3. [Month 4–6: Announcement](#3--month-46-announcement)
4. [Month 7–9: Building Momentum](#4--month-79-building-momentum)
5. [Month 10–11: Pre-Launch Push](#5--month-1011-pre-launch-push)
6. [Month 12: Launch Month](#6--month-12-launch-month)
7. [Post-Launch: The Long Tail](#7--post-launch-the-long-tail)
8. [Platform-Specific Marketing](#8--platform-specific-marketing)
9. [Content Calendar Template](#9--content-calendar-template)
10. [Wishlist Benchmarks](#10--wishlist-benchmarks)
11. [Budget-Friendly Marketing](#11--budget-friendly-marketing)
12. [Marketing Mistakes](#12--marketing-mistakes)
13. [Templates & Resources](#13--templates--resources)

---

## 1 · Marketing Reality Check

### The Hard Truth

Most game projects don't fail because they're bad. They fail because nobody knows they exist.

The Steam catalog adds **10,000+ games per year**. Your game — no matter how polished, how innovative, how lovingly crafted — will drown in that flood unless you actively push it in front of people. "Build it and they'll come" is a myth. Nobody is coming. You have to go get them.

### Marketing Is Part of the Job

If you're a game dev, marketing is **30–50% of your job**. That's not a typo. For every hour you spend coding or making art, you should be spending a proportional chunk of time telling people about it.

This doesn't mean you need to become a social media influencer. It means:

- **Consistency over virality.** One post a week for a year beats one viral tweet.
- **Start early.** Marketing begins the day you start your project, not the day you ship it.
- **You don't need money.** You need a routine. Everything in this document can be done for free.
- **You don't need to be extroverted.** Devlogs, GIFs, and screenshots do most of the talking.

### The Compound Effect

Marketing compounds like interest. A tweet today might get 12 likes. But it plants a seed. Someone sees your game name for the third time and finally clicks. Someone shares your GIF in a Discord. A journalist scrolls past your post and files it away mentally. None of these things feel productive in the moment. All of them matter.

**The single biggest predictor of game project commercial success (besides game quality) is how early and how consistently you marketed.**

---

## 2 · Month 1–3: Foundation

**Goal:** Establish your presence. Start building in public. NO formal announcement yet.

You're not ready to announce your game. You might not even have a name yet. That's fine. This phase is about planting seeds and finding your people.

### Action Items

#### Week 1–2: Set Up Your Channels

- [ ] **Twitter/X account** — Dedicated game account or use your personal dev account
- [ ] **Discord server** — Simple setup: #announcements, #general, #screenshots, #feedback
- [ ] **Choose a devlog platform** — Options: Twitter threads, YouTube, TikTok, itch.io devlog, or your own blog
- [ ] **Optional: TikTok account** — Short devlog clips perform surprisingly well here

#### Week 3–4: First Posts

- [ ] Post your **first screenshot or GIF** — It doesn't need to be polished. "Early prototype of something I'm working on" is perfect.
- [ ] Write your **first devlog** — What are you building? Why? Keep it short (300–500 words or a 60-second video).
- [ ] Use hashtags: `#indiedev`, `#gamedev`, `#indiegame`, `#madewithunity` (or your engine)

#### Month 2: Build the Habit

- [ ] Post **at least twice a week** — GIFs, screenshots, short progress updates
- [ ] Start a **devlog cadence** — Weekly or biweekly, pick one and stick to it
- [ ] Join communities:
  - r/indiedev and r/indiegaming (Reddit)
  - Indie game Discord servers (search for your genre)
  - TIGSource forums
  - itch.io community
- [ ] **Engage with other devs** — Comment on their work. Retweet their stuff. Be part of the community, not just broadcasting into it.

#### Month 3: Refine Your Pitch

- [ ] Write a **one-sentence description** of your game (the "elevator pitch")
- [ ] Write a **one-paragraph description** (for store pages and press later)
- [ ] Start collecting **email addresses** if you have a website — even a simple "sign up for updates" form
- [ ] Begin thinking about your game's **visual identity** — What does your key art look like?

### What "Building in Public" Looks Like

- "Added a new enemy type today — here's a GIF of it in action"
- "Spent the weekend on the lighting system. Before vs. after:"
- "Hit a nasty bug where all the NPCs walked backward. Took 3 hours to fix."
- "Trying two different color palettes for the forest area. Which do you prefer?"

People love seeing the process. It's authentic, it's interesting, and it builds a following before you even have a product to sell.

### Month 1–3 Targets

| Metric | Target |
|--------|--------|
| Twitter/X followers | 100–500 |
| Discord members | 20–50 |
| Devlogs published | 4–6 |
| Posts with visuals | 15–25 |

These numbers are modest on purpose. You're building a foundation, not going viral.

---

## 3 · Month 4–6: Announcement

**Goal:** Formally announce your game. Get your Steam store page live. Start collecting wishlists.

This is the big shift. You're going from "I'm working on something" to "Here's my game, and you can wishlist it."

### Month 4: Prepare the Announcement

- [ ] **Name your game** (if you haven't already) — Check that the name isn't taken on Steam, social media, and domain registration
- [ ] **Create your Steam store page** — This is your #1 priority. Wishlists start here.
  - Write your store description (short description + about this game)
  - Prepare **at least 5 screenshots** (Steam requires them)
  - Create your **capsule art** — Header, small capsule, library art. Consider hiring an artist for this ($200–500 — it's worth it)
  - Set up tags, system requirements, and metadata
- [ ] **Build a trailer** — 30–60 seconds. Gameplay footage, not cinematics. Show the game.
  - Free tools: OBS for capture, DaVinci Resolve for editing
  - Keep it simple: gameplay clips, game title, wishlist CTA at the end
- [ ] **Write a press release** — One page. What the game is, who you are, when it's coming, where to find it.

### Month 5: The Announcement Push

- [ ] **Submit your Steam page for review** (takes ~3–5 business days)
- [ ] Once approved, **post your announcement everywhere:**
  - Twitter/X — Trailer + store link + your elevator pitch
  - Reddit — r/indiegaming, r/indiegames, r/pcgaming (read each sub's rules first!)
  - Your Discord server
  - Indie game forums (TIGSource, itch.io)
  - Any communities you've been participating in
- [ ] **Update your social media bios** with your game name and store link
- [ ] **Pin your announcement tweet/post**

### Month 6: Sustain the Momentum

- [ ] Continue devlogs — now with a store link in every post
- [ ] **Cross-promote** — When you post on Twitter, mention your Discord. When you post on Discord, mention your devlog.
- [ ] Start a **mailing list** if you haven't — Mailchimp free tier or Buttondown
- [ ] Consider your **demo strategy:**
  - **Build a demo if:** Your game is hard to explain, you want feedback, or you plan to do Steam Next Fest
  - **Skip the demo if:** Your game is straightforward and you're short on time
  - A demo can boost wishlists 2–5x during Next Fest — but it's also weeks of work

### The Demo Question

Demos are powerful but costly to maintain. A focused, **15–30 minute vertical slice** is ideal. Don't give away the whole game. End on a cliffhanger or at a moment that makes people want more.

If you're going to do Steam Next Fest (Month 7–9), start building your demo now.

### Month 4–6 Targets

| Metric | Target |
|--------|--------|
| Steam wishlists | 500–1,000 |
| Twitter/X followers | 500–1,500 |
| Discord members | 50–150 |
| Trailer views | 1,000–5,000 |

**The magic number: 1,000 wishlists.** If you hit this within a few weeks of your store page going live, you're on a healthy trajectory.

---

## 4 · Month 7–9: Building Momentum

**Goal:** Consistent growth. Community engagement. Press and streamer outreach begins. Target: 5,000+ wishlists.

The announcement excitement has faded. Now comes the grind — the phase that separates games that launch well from games that launch into silence. Consistency is everything here.

### Ongoing Weekly Tasks

- [ ] **Post 3–5 times per week** on Twitter/X (GIFs, screenshots, progress updates)
- [ ] **Participate in #ScreenshotSaturday** every week — This hashtag has real reach in gamedev circles
- [ ] **Publish a devlog** every 1–2 weeks
- [ ] **Engage with your Discord** daily (even if it's just responding to messages)
- [ ] **Respond to every comment** on your Steam page — Valve notices active developers

### Month 7: Steam Events & Festivals

- [ ] **Apply for Steam Next Fest** — Applications open months in advance. Check the current schedule.
  - If accepted, you'll need a playable demo
  - Next Fest can generate **thousands of wishlists** in a single week
  - Schedule a livestream during Next Fest (even a simple "playing my own game" stream)
- [ ] **Research game project festivals and showcases:**
  - Day of the Devs
  - The MIX
  - Indie Arena Booth (Gamescom)
  - PAX Rising
  - LudoNarraCon (if narrative-focused)
  - Many are free to apply — do it

### Month 8: Press & Streamer Outreach

- [ ] **Build a press list** — 20–50 journalists and outlets that cover game projects
  - Check who reviewed games similar to yours
  - Look at indie-focused outlets: Rock Paper Shotgun, PC Gamer indie section, Kotaku, Destructoid
  - Follow them on Twitter first. Engage with their work. Then email.
- [ ] **Build a streamer/YouTuber list** — Focus on **small-to-mid creators** (1K–50K subscribers)
  - Big creators won't cover your game (yet). Small creators are hungry for content.
  - Search YouTube for games in your genre and sort by view count. Find creators with 5K–50K views per video.
  - Make it easy: provide a Steam key, a press kit link, and a one-paragraph pitch
- [ ] **Create a press kit** (see Templates section below)

### Month 9: Community Building

- [ ] **Run a community event** in your Discord — Fan art contest, lore discussion, poll on a game feature
- [ ] **Start sharing "behind the scenes" content** — Your workspace, your process, funny bugs, cut content
- [ ] **Collect feedback** — If you have a demo out, read every single piece of feedback and respond to it
- [ ] **Update your Steam page** with new screenshots and any awards/selections you've received

### Month 7–9 Targets

| Metric | Target |
|--------|--------|
| Steam wishlists | 3,000–5,000+ |
| Twitter/X followers | 1,500–3,000 |
| Discord members | 150–500 |
| Press contacts made | 20–50 |
| Streamer contacts made | 10–30 |

**If you're below 2,000 wishlists at this point**, something needs to change. Revisit your store page (is the capsule art compelling?), your trailer (does it show the best parts?), or your posting strategy (are you including visuals in every post?).

---

## 5 · Month 10–11: Pre-Launch Push

**Goal:** Maximum visibility. Lock in your launch date. Press and influencer push. Target: 10,000+ wishlists.

This is the sprint. Everything you've built for the past 9 months is about to pay off — or not. The next 8 weeks determine your launch.

### Month 10: Lock It In

- [ ] **Announce your launch date** — Pick a date. Commit to it. Tell everyone.
  - Avoid major AAA release windows
  - Avoid major holidays (people aren't on Steam)
  - Tuesday, Wednesday, or Thursday launches tend to perform best
  - Avoid Mondays (press is catching up) and Fridays (weekend = less press coverage)
- [ ] **Release Trailer 2** — This should be better than your first trailer. Show polish. Show variety. End with the release date.
- [ ] **Update your Steam page** with the release date, new trailer, and fresh screenshots
- [ ] **If you haven't done Steam Next Fest yet**, apply for the next available one. This is your last best chance for a big wishlist spike.

### Month 11: The Push

- [ ] **Send review copies to press** — 2–3 weeks before launch. Include:
  - A Steam key
  - Your press kit link
  - A brief, personal email (see template below)
  - Embargo date (usually your launch date)
- [ ] **Send keys to streamers/YouTubers** — Same timeline. Prioritize creators who responded to earlier outreach.
- [ ] **Ramp up posting frequency** — Daily posts on Twitter/X. Multiple posts per day in launch week.
- [ ] **Community hype building:**
  - Countdown posts
  - "Features you might not know about" thread
  - Final devlog: "The journey to launch"
  - Behind-the-scenes content (your desk, your process, funny bugs you fixed)
- [ ] **Prepare launch day assets:**
  - Launch trailer (or use Trailer 2)
  - Launch day social media posts (pre-write them!)
  - Launch announcement for Discord
  - Launch email for your mailing list
  - Thank-you message for your community

### Month 10–11 Targets

| Metric | Target |
|--------|--------|
| Steam wishlists | 7,000–10,000+ |
| Review copies sent | 30–50 |
| Streamer keys sent | 20–40 |
| Launch date announced | ✓ |
| Trailer 2 released | ✓ |

**The 10,000 wishlist benchmark:** Games with 10,000+ wishlists at launch tend to have viable commercial launches. Below 7,000 is risky. Below 2,000 is a red flag. These aren't guarantees — but they're the best predictor we have.

---

## 6 · Month 12: Launch Month

**Goal:** Ship the game. Maximize first-week sales. Survive launch week.

### Launch Week Timeline

#### 3 Days Before Launch

- [ ] Final press follow-up — "Just a reminder, [Game Name] launches on [date]. Key attached if you need one."
- [ ] Pre-write all social media posts for launch day
- [ ] Test your Steam page one more time — links, screenshots, description
- [ ] Prepare a "known issues" list (you'll need it)

#### Launch Day

- [ ] **Morning (your time):** Hit publish on Steam
- [ ] **Immediately after:** Post everywhere simultaneously:
  - Twitter/X: Trailer + store link + "It's here!" 
  - Reddit: r/indiegaming, r/games (check rules), r/pcgaming
  - Discord: @everyone announcement
  - Email list: Launch announcement
  - Any other platforms you're on
- [ ] **Monitor your Steam page** — Respond to reviews (especially negative ones — politely and helpfully)
- [ ] **Monitor social media** — Retweet/share anyone posting about your game
- [ ] **Be available in your Discord** — People will have questions, bugs, and feedback

#### Launch Week (Days 2–7)

- [ ] **Post daily updates** — Patch notes, community highlights, milestone celebrations
- [ ] **Respond to every review** in the first week — It shows you care and affects the algorithm
- [ ] **Track your numbers** but don't obsess — First day isn't everything. First week matters more.
- [ ] **Fix critical bugs FAST** — A day-one patch for major issues shows responsiveness
- [ ] **Thank your community** — Genuinely. These people believed in you before anyone else.

### Launch Sale Strategy

- **Don't launch with a discount.** Your game is brand new. People expect to pay full price at launch.
- **Exception:** A small 10% "launch week" discount can drive impulse purchases and is increasingly common
- **Plan your first real sale** for 4–6 weeks after launch (or the next major Steam sale)

### Post-Launch Content Tease

Before launch day ends, tease what's coming next:

- "We're already working on [feature/content]"
- A roadmap image showing planned updates
- This gives people a reason to buy now AND keeps existing players engaged

### Launch Month Targets

| Metric | Target |
|--------|--------|
| First-week sales | Wishlist count × 0.10–0.20 |
| Steam reviews | 10+ (aim for Positive rating) |
| Critical bugs patched | Within 48 hours |
| Community posts responded to | All of them |

---

## 7 · Post-Launch: The Long Tail

**Goal:** Keep the game alive. Build toward long-term revenue.

Launch is not the finish line. For most game projects, the majority of lifetime revenue comes **after** the first month — through updates, sales, and word of mouth.

### The First 30 Days

- [ ] **Patch regularly** — Bug fixes and quality-of-life improvements. Communicate every patch.
- [ ] **Engage with your community** — The players who bought week one are your most valuable advocates
- [ ] **Monitor and respond to reviews** — Address common complaints in patches
- [ ] **Share milestones** — "We hit 1,000 sales!" or "100 positive reviews!" People love being part of a success story

### Month 2–6 Post-Launch

- [ ] **Release content updates** — New levels, characters, modes, or features. Each update is a reason to post about your game again.
- [ ] **Participate in Steam sales:**
  - Spring Sale (usually March)
  - Summer Sale (usually June)
  - Autumn Sale (usually November)
  - Winter Sale (usually December)
  - Themed sales (genre-specific — apply when they match)
- [ ] **Discount strategy:**
  - First sale: 15–20% off
  - 3–6 months later: 25–35% off
  - After a year: 40–50% off
  - Never discount more than 50% in the first year

### Month 6–12 Post-Launch

- [ ] **1-year anniversary** — Celebrate it! Post a retrospective. Share stats. Thank your community.
- [ ] **Consider additional platforms** — Console ports, mobile, other PC storefronts
- [ ] **Continue community events** — Keep your Discord active even between updates

### When to Move On

There's no shame in moving to your next project. Signs it's time:

- Sales have plateaued even during sales events
- You've shipped all planned content
- Your community is healthy but stable (not growing)
- **You're excited about something new** — This matters. Burnout kills more indie careers than failed games.

The best marketing for your next game is a good first game. Carry your community forward.

---

## 8 · Platform-Specific Marketing

### Twitter/X

The de facto hub for game project marketing. Here's what works:

- **Always include visuals.** A GIF or screenshot gets 5–10x more engagement than text alone.
- **Hashtags that matter:** `#indiedev`, `#gamedev`, `#indiegame`, `#screenshotsaturday`, `#wishlistwednesday`, `#madewith[engine]`
- **Threads work.** "10 things I learned making my first game" threads get shared widely.
- **Post 3–5 times per week.** Daily is better if you can sustain it.
- **Engage with other devs.** The game dev community on Twitter is genuinely supportive. Give to get.
- **Pin your most important tweet** — Usually your trailer or store link.
- **GIFs > screenshots > text.** Always.

### Reddit

Powerful but unforgiving. Reddit hates self-promotion — unless you do it right.

**Subreddits to know:**

| Subreddit | Notes |
|-----------|-------|
| r/indiegaming | Most welcoming for game devs. Post trailers, GIFs, devlogs. |
| r/indiegames | Similar to above, slightly different community. |
| r/gamedev | Dev-focused. Share process, not promotions. |
| r/indiedev | Dev community. Process posts, devlogs, discussion. |
| r/pcgaming | Large audience but strict rules. Good for announcements. |
| r/games | Huge audience. Hard to get traction. Major announcements only. |
| Genre-specific subs | r/metroidvania, r/roguelikes, r/platformer, etc. — Find yours. |

**Reddit rules:**

- **Don't spam.** One post per subreddit per announcement. Not daily.
- **Participate in the community** before posting your game. Comment on other posts. Be a member, not a billboard.
- **Read each sub's rules.** Some require specific formats or flair.
- **GIF posts perform best.** Direct gameplay GIFs. Let the game speak.
- **Respond to every comment** on your posts.

### Discord

Your Discord server is your most engaged community. Treat it well.

**Server setup:**

```
📢 announcements (read-only — major updates only)
💬 general (casual chat)
🖼️ screenshots (share your game or fan creations)
🐛 bug-reports (after launch)
💡 suggestions (community feedback)
📰 devlog (your development updates)
🎮 off-topic (let people be human)
```

**Management tips:**

- Be present. Check in daily, even if just to say hi.
- Don't over-moderate. Let conversation flow.
- Use @everyone sparingly — major announcements only.
- Assign roles for playtesters, early supporters, etc. People love feeling special.
- Run occasional events: polls, screenshot contests, Q&As.

### TikTok

Underrated for game projects. Short devlog clips can reach audiences you'll never find on Twitter.

- **Format:** 15–60 second clips. Vertical video.
- **What works:** Before/after comparisons, satisfying gameplay loops, "I made this in [engine]" videos, funny bugs, process timelapses
- **Hashtags:** `#indiedev`, `#gamedev`, `#indiegame`, `#gamedevelopment`
- **Consistency:** Post 2–3 times per week minimum
- **Don't overthink it.** Raw, authentic content outperforms polished content on TikTok.

### YouTube

Best for devlogs and trailers. Slower growth but high-value audience.

- **Devlogs:** 5–15 minutes. Show progress, explain decisions, be genuine.
- **Trailers:** Keep them under 90 seconds. Gameplay first.
- **Frequency:** Biweekly or monthly devlogs are fine. Quality over quantity.
- **SEO matters:** Title your videos with searchable terms. "How I made [genre] game in [engine]" performs better than "Devlog #7."
- **Thumbnail matters:** Spend 10 minutes on a good thumbnail. It's the difference between a click and a scroll.

### Newsletter / Mailing List

The most underrated marketing channel. You own this list — no algorithm can take it away.

- **Tools:** Mailchimp (free up to 500 subscribers), Buttondown, ConvertKit
- **Collect emails from:** Your website, Steam page (link to signup), Discord, social media bios
- **Frequency:** Monthly is fine. Biweekly if you have enough to say.
- **Content:** What you're working on, upcoming milestones, exclusive previews
- **Never spam.** Only email when you have something worth saying.

---

## 9 · Content Calendar Template

### Weekly Posting Schedule

Use this as a starting template. Adjust to your capacity.

| Day | Platform | Content Type |
|-----|----------|-------------|
| Monday | Twitter/X | Progress update — what you're working on this week |
| Tuesday | Discord | Share a WIP screenshot or ask for community feedback |
| Wednesday | Twitter/X | #WishlistWednesday — game link + compelling GIF |
| Thursday | TikTok / YouTube | Short clip or devlog |
| Friday | Twitter/X | Fun post — funny bug, behind-the-scenes, meme |
| Saturday | Twitter/X | #ScreenshotSaturday — your best visual of the week |
| Sunday | Rest | Seriously, rest. Burnout is real. |

### When You Have "Nothing to Show"

You always have something to post. Here are ideas:

**Process Posts:**
- "Here's how I approach level design in my game"
- "My pixel art workflow from sketch to final sprite"
- "The tools I use to make [Game Name]"

**Before/After:**
- Old screenshot vs. new screenshot
- Early prototype vs. current build
- First enemy design vs. final design

**Polls & Questions:**
- "Which color palette do you prefer? A or B?"
- "What's your favorite [genre] game and why?"
- "Should I add [feature] or [feature] next?"

**Behind the Scenes:**
- Your desk setup
- Your reference art board
- Your task list / project management board
- Your inspirations and influences

**Milestones:**
- "Reached 100 wishlists!"
- "Just finished the boss fight I've been dreading for weeks"
- "6 months of development — here's a timeline of the game's evolution"

**Community Engagement:**
- Share and comment on other devs' work
- Quote tweet someone's cool game with genuine praise
- Respond to discussions in your genre

**The "Nothing to Show" Fallback:**
Take a screenshot of literally anything in your game, add a one-sentence caption about what you're working on. Post it. Done. That's 100x better than posting nothing.

---

## 10 · Wishlist Benchmarks

### What Your Wishlist Numbers Mean

| Wishlist Count | What It Means |
|---------------|---------------|
| Under 2,000 | ⚠️ Needs more marketing. Your store page, trailer, or outreach needs work. Don't launch yet. |
| 2,000 – 7,000 | Okay start. Viable if your game has strong word-of-mouth potential. Keep pushing. |
| 7,000 – 20,000 | Solid. You're in a good position for a healthy launch. |
| 20,000 – 50,000 | Strong. Expect a meaningful launch with good first-week revenue. |
| 50,000+ | Exceptional. You're set up for a breakout launch. |

### Conversion Rates

The industry-standard estimate for wishlist-to-sale conversion at launch:

- **Day 1:** ~5–8% of wishlists convert to sales
- **Week 1:** ~10–15% of wishlists convert to sales
- **Month 1:** ~15–20% of total wishlists convert

These are rough averages. Your actual rate depends on:

- **Price point** — Lower price = higher conversion
- **Genre** — Some genres convert better than others
- **Marketing buzz** — A strong launch week with press coverage boosts conversion
- **Reviews** — Early positive reviews create a snowball effect
- **Visibility round** — Steam gives new releases a visibility boost. Good early sales extend it.

### Quick Math

| Wishlists at Launch | Estimated Week-1 Sales (at 12%) | Revenue at $15 |
|--------------------|---------------------------------|----------------|
| 2,000 | ~240 | ~$3,600 |
| 5,000 | ~600 | ~$9,000 |
| 10,000 | ~1,200 | ~$18,000 |
| 20,000 | ~2,400 | ~$36,000 |
| 50,000 | ~6,000 | ~$90,000 |

*Revenue is gross, before Steam's 30% cut and taxes.*

### How to Track Wishlists

- **Steamworks dashboard** — Your primary tool. Check it weekly, not daily (daily fluctuations will drive you insane).
- **Track weekly growth rate** — Are you gaining 50/week? 200/week? Growth rate matters more than absolute number.
- **Note what caused spikes** — A Reddit post? A streamer? A festival? Do more of what works.
- **Don't buy wishlists or use bots.** Valve will catch you, and fake wishlists don't convert to sales anyway.

---

## 11 · Budget-Friendly Marketing

### The Free Tier (Most of Your Marketing)

Everything in this document can be done for **$0**:

- Social media posting — Free
- Devlogs — Free
- Discord server — Free
- Steam store page — Free (after the $100 Steam Direct fee, which you're paying anyway)
- Press outreach — Free
- Streamer outreach — Free (you're giving keys, which cost you nothing)
- Reddit, forums, communities — Free
- Mailing list — Free tier on most platforms

### When to Spend Money

If you have a small budget, here's where to invest it. Ranked by impact:

#### 1. Capsule Art — $200–500 (HIGHEST IMPACT)

Your Steam capsule art is the **single most clicked-on asset** in your entire marketing campaign. It's what people see in search results, on the store front page, and in sale banners. If there's one thing you pay a professional for, it's this.

- Find artists on Twitter, ArtStation, or Fiverr (filter for game capsule art experience)
- You need: Header capsule (460×215), small capsule (231×87), main capsule (616×353), hero graphic (1920×620), library capsule (600×900)
- A good capsule makes people click. A bad one makes them scroll past.

#### 2. Trailer Editing — $100–300 (HIGH IMPACT)

If you can't make a good trailer yourself, pay someone. A bad trailer actively hurts you.

- Freelance editors on Fiverr or Twitter — Search "game project trailer editor"
- Provide them with raw gameplay footage and let them cut it
- A good 30–60 second trailer is worth more than a mediocre 2-minute one

#### 3. Key Distribution — $50–100

Services like Keymailer or Woovit help distribute keys to verified streamers/press. Not essential, but saves time if you're sending lots of keys.

#### 4. Paid Ads — Usually NOT Worth It

- **Facebook/Instagram ads:** Low conversion for game projects. Expensive per click.
- **Twitter/X ads:** Slightly better, but still poor ROI for most game projects.
- **Google ads:** Can work for established brands. Not for unknown game projects.
- **Reddit ads:** Better targeting, but still rarely worth it for games under $20.

**The exception:** If you have a very specific, niche audience (say, a farming sim for cozy game fans), targeted ads on TikTok or Instagram with strong creative can occasionally work. But test with $20–50 first. Don't blow your budget.

### Budget Summary

| Item | Cost | Priority |
|------|------|----------|
| Capsule art (professional) | $200–500 | ★★★★★ |
| Trailer editing | $100–300 | ★★★★ |
| Key distribution service | $50–100 | ★★★ |
| Mailing list upgrade | $0–20/mo | ★★ |
| Paid ads | $50–200 | ★ (test only) |
| **Total realistic budget** | **$350–900** | |

Most successful game projects were marketed for less than $500 total. Your time and consistency are worth more than any ad buy.

---

## 12 · Marketing Mistakes

### The Biggest Killers

**1. Announcing Too Early**
You post "I'm making a game!" 18 months before launch. People forget. Hype has a shelf life. **Wait until you have something compelling to show** (a trailer, screenshots, a playable hook) before making a formal announcement.

**2. Posting Without Visuals**
"Working on my game today!" — Nobody cares. "Working on my game today! Here's the new water shader:" + GIF — Now you have engagement. **Every post should have a visual.** No exceptions.

**3. Ignoring Your Community**
Someone asks a question in your Discord? Someone comments on your Steam page? Someone tweets about your game? **Respond.** Every ignored message is a fan lost.

**4. Not Having a Store Page**
You're posting about your game but there's no Steam page to wishlist? You're wasting effort. **Get your store page live as soon as you have 5 screenshots and a description.** Wishlists are the currency of indie marketing.

**5. Launching into the Void**
Your game is done, you hit publish, and... silence. No press contacts, no streamer outreach, no community, no wishlists. This is the #1 way game projects die. **If you only read one section of this document, read Month 10–11.**

**6. Marketing Only at Launch**
"I'll focus on the game now and market it when it's done." This is the most common and most deadly mistake. By the time you launch, you need **months** of built-up wishlists, community, and press relationships. You can't build that in a week.

**7. Comparing Yourself to Viral Hits**
"Hollow Knight went viral with one GIF." "Stardew Valley was made by one person." These are survivorship bias. For every viral hit, there are thousands of games that did everything right and still had modest results. **Set realistic expectations.** A game that earns back your investment and builds an audience for your next game is a success.

**8. Inconsistent Posting**
You post five times one week, then disappear for a month, then post twice, then disappear again. Algorithms punish inconsistency. Audiences forget. **Pick a sustainable cadence and stick to it.**

**9. Ignoring Your Store Page**
Your Steam page is a living document. Update it. Add new screenshots. Refresh your description. Respond to Q&A. A stale store page with 2020-era screenshots tells people the game is abandoned.

**10. Not Asking for Wishlists**
Be direct. "If this looks interesting, please wishlist it on Steam — it really helps!" People need to be asked. Don't be shy about it. Include your store link in every post where it's relevant.

---

## 13 · Templates & Resources

### Press Email Template

```
Subject: [Game Name] — [Genre] launching [Season/Date] on Steam

Hi [Name],

I'm [Your Name], a solo/game developer working on [Game Name], 
a [genre] game about [one-sentence description].

[Game Name] launches on [date/window] on Steam. I'd love to share 
a review copy with you if you're interested.

Here's what makes it stand out:
- [Unique feature 1]
- [Unique feature 2]  
- [Unique feature 3]

Trailer: [YouTube link]
Steam page: [Steam link]
Press kit: [Press kit link]

I'm happy to provide a Steam key, answer questions, or set up 
an interview. Thanks for your time!

Best,
[Your Name]
[Twitter/X handle]
[Website]
```

**Tips:**
- Keep it under 200 words
- Personalize the greeting — mention a recent article they wrote
- Don't send attachments — link to everything
- Follow up once (and only once) if no response after a week

### Streamer/YouTuber Outreach Template

```
Subject: Free key — [Game Name] ([Genre], launching [Date])

Hey [Name],

I love your [recent video title] video — [genuine, specific compliment].

I'm making [Game Name], a [genre] game that I think your audience 
would enjoy. It's about [one-sentence description].

Would you be interested in a free Steam key? No obligations — 
just thought it'd be up your alley.

Trailer: [link]
Steam page: [link]

Thanks!
[Your Name]
```

**Tips:**
- Watch at least one of their videos before reaching out
- Mention something specific — they can tell when you haven't
- Small creators (1K–20K subs) are more likely to respond AND more likely to play your game
- Don't follow up more than once

### Weekly Devlog Template

```markdown
# [Game Name] Devlog #[Number] — [Catchy Title]

## What I Worked On This Week

[2-3 paragraphs about progress. Include screenshots or GIFs inline.]

## Challenges

[What was hard? What didn't work? People love honesty about the process.]

## What's Next

[What you're planning for next week. Sets expectations and builds anticipation.]

## Numbers (optional)

- Hours worked: [X]
- Wishlists: [X] 
- Discord members: [X]

---

Wishlist [Game Name] on Steam: [link]
Follow development: [Twitter link] | [Discord link]
```

### Social Media Bio Template

```
🎮 Making [Game Name] — [genre] about [hook]
🔗 Wishlist on Steam: [link]
📧 Press: [email]
🎮 [Discord link]
```

### Press Kit Contents

Your press kit should be a single webpage or downloadable folder containing:

```
press-kit/
├── fact-sheet.txt          # Game name, developer, platforms, price,
│                           # release date, description, contact
├── description.txt         # Short (1 paragraph) and long (3-4 paragraphs)
├── features.txt            # Bullet-point feature list
├── screenshots/            # 10-15 high-res PNG screenshots
│   ├── screenshot_01.png
│   ├── screenshot_02.png
│   └── ...
├── logos/                   # Game logo in PNG and SVG
│   ├── logo_dark.png
│   ├── logo_light.png
│   └── logo.svg
├── key-art/                # Capsule art, key art, banner
│   ├── capsule_header.png
│   ├── key_art.png
│   └── banner.png
├── trailer-links.txt       # YouTube links to trailers
├── developer-bio.txt       # About you / your studio
└── credits.txt             # Full credits
```

**Free press kit hosting:** Use [presskit.html](https://github.com/pixelnest/presskit.html) or just a page on your website. You can also use a public Google Drive folder in a pinch.

---

## Quick Reference: The 12-Month Timeline

| Month | Phase | Key Actions | Wishlist Target |
|-------|-------|-------------|-----------------|
| 1–3 | Foundation | Social media, devlogs, build in public | — |
| 4 | Announcement Prep | Steam page, trailer, capsule art | — |
| 5 | Announcement | Launch store page, post everywhere | 500–1,000 |
| 6 | Sustain | Devlogs, demo planning, mailing list | 1,000–2,000 |
| 7 | Events | Steam Next Fest, festivals, showcases | 2,000–3,000 |
| 8 | Outreach | Press list, streamer list, send pitches | 3,000–4,000 |
| 9 | Community | Events, feedback, behind-the-scenes | 4,000–5,000 |
| 10 | Pre-Launch | Trailer 2, launch date, review copies | 5,000–7,000 |
| 11 | Push | Keys out, posting daily, hype building | 7,000–10,000 |
| 12 | Launch | Ship it. Social blitz. Community management. | 10,000+ |
| 13+ | Long Tail | Updates, sales, community, next game planning | Growing |

---

## The One Thing to Remember

If you take nothing else from this document:

**Post something with a visual, twice a week, every week, for a year.**

That's it. That alone puts you ahead of 80% of game devs who ship a game into silence. You don't need to be a marketing expert. You don't need a budget. You don't need to go viral. You just need to show up, consistently, and let people see what you're building.

The game you're making deserves to be seen. Go show it to people.

---

*Next: [19 · Post-Mortems & Lessons](19_post_mortems.md)*