48 Things Every Indie Game Dev Should Know About Successfully Marketing Their Game

1. Marketing does not create desires... the desires are already there

2. Gamers want the same desires fulfilled in different ways... desires hardly change

3. Show gamers how your game can fulfill their desire... in a way that no other game can

4. Gamers buy emotionally and then justify their purchase rationally

5. Show gamers fantasy first, then facts second... you need both to be persuasive

6. You go first because people do not take initiative... direct them to where you want them to go

7. Your biggest challenge isn't money or time, it's being invisible and getting buried in the noise

8. To cut through the noise, your marketing message must be simple and specific

9. It's counter intuitive, but if your target is smaller it's easier to hit

10. If you talk about game dev, you will attract game devs... not gamers

11. If you talk about your passion for gaming, you will attract gamers

12. Conversion means how many people saw your stuff then took action in some way

13. Engaging person-to-person converts the best, then email... social media follows way behind

14. People value things by price... if you believe in the value of your game, then raise your price

15. Never give away your demo too freely... what is often obtained cheaply is valued less

16. Your tiny indie game niche could be the next mass market... so it's worth experimenting

17. Marketing is about finding gamers who are already looking for you

18. Trying to convince or plead gamers into buying your game will lead to buyers remorse

19. Would you buy your own game for $15? $25? $2? Then that's what you charge

20. The more you tell the more you sell

21. It's true that the ones that self promote are more successful than the timid ones

22. Youtubers and Twitch Streamers don't want free game keys... they want a bigger audience

23. If you approach content creators with your own big audience, then you have what they want

24. Don't rely on other platforms audience... focus on building your own community first

25. Go to market because perfection paralyzes you... you can always improve your game after launch

26. Reduce your uncertainty about how many games you'll sell at launch by building a community first

27. Commit to talking about your indie game everyday because that's how gamers will find you

28. Marketing isn't an activity you do sometimes.. it's part of dev just like art, story, code

29. Just because successful game devs have connections you don't, doesn't mean your game isn't better

30. Copying other game devs successes is a road to ruin

31. Innovation = Domination

32. Don't underestimate how much effort it takes o get attention... it's often 3x more than you think

33. Even if your game is free, has 200+ of content, amazing story, fun mechanics, you still have to fight

through obscurity

34. Biggest challenge and frustration gamers have with indie games is “slop developers” and the low quality in indie games

35. No idea what to say in your blog? What makes you so passionate about yoru sub-genre? Passion will fuel your creativity

36. It's counter intuitive, but don't ask for a gamer to buy your game right away... build a relationship first

37. Create content (blogs, tweets, images, videos, screenshots, gifs) because it's your first step in getting a sale

38. Your game is intuitive to you, but not to your gamer... show them how to play your game because education is great marketing

39. How do you discover great books, stories, movies? Word of mouth, right? Publish content because it helps generate word-of-mouth

40. You need both market research AND innovation... balance both

41. Action = Traction

42. Most important parts of your game isn't the features... but what advantages the gamers gets from those features

43. Gamers are novel seeking by nature... they are attracted to the new... focus on how you're trying to do something new

44. Simple, free, grassroots marketing is still very effective for indie games

45. What are gamers mostly interested in? Themselves... put the spotlight on them and you'll get attention

46. Gamers want games made specifically for them, not games made for anyone and everyone

47. Two reasons why somebody didn't buy your game: lack of familiarity and lack of relationship

48. Finishing your indie game is only half the achievement, the other half is selling it