Thoughts on Publishing For Indies

Since I can't resist the urge to create content and I’m not entirely sure where to channel it, I thought it might be a good idea to share some of my knowledge here. Even if my experience is limited, it could still help others now and then or spark some new ideas.

So, I’ve decided to start a newsletter! I’m not promising a weekly schedule, though. The topics will just be whatever comes to mind and feels worth sharing. If that sounds interesting, there’s no reason not to subscribe. 😊

I’ve had a publishing experience before that didn't quite work out, and for my first piece, I’d like to talk about the challenges I faced on that journey.

Quite the Adventure

First off, most of what I’ll cover here are challenges I encountered on the marketing side. I’m not very skilled in development or design (though I’d hoped to be—just not my thing, it turns out).

In my opinion, marketing starts with the product. If the product itself isn’t strong, it’s really hard to market it successfully. In my own case, the project was too large-scale and ambitious, lacking realistic goals from the start.

We tried every channel—Reddit, Google, Meta, and so on—running both free and paid campaigns. This is a complex process and deserves a deep dive, but in brief, I’d recommend tackling Google campaigns last.

For effective marketing and positive publisher/investor meetings, you must document the entire development process. If you’re developing a game but are reluctant to write a detailed GDD (Game Design Document), it might be better not to start at all. And any presentations you put together need detailed documentation, or they won’t hold much weight with publishers.

Reaching out to publishers is easy; getting them to notice you is the tough part. “Alan's Gamedev Resources Sheet”, created by Alan Dang is a valuable resource for finding tons of publishers and their contact info—don’t hesitate to use it (once you’re fully prepared).

Social Media

Building social media from scratch is challenging. Gaining initial followers, connecting with the community, and making a memorable impression can be the toughest part. But once you do, growing your reach gets easier and can be hugely rewarding.

During development, avoid bombarding people with endless screenshots of Unreal Engine or Unity. Gamers aren’t interested development stuff; they want to see funny bugs, new designs, or levels you’ve created.

In my view, don’t release your game until it’s gone viral on social media. Getting attention from media outlets like IGN Entertainment or Gamespot requires that buzz, and if you’re indie, you won’t reach them through paid channels.

Paid Advertising

To get the most out of paid ads, choose your platforms carefully. YouTube and Meta work for some, while Reddit is better for others. If you have a strong trailer, YouTube could be your best bet. Regardless, Reddit Ads is a must—low CPC (cost-per-click) rates can help drive up Wishlist numbers and user acquisition (also they have a free certification program!).

Still, organic marketing is your most powerful tool, so always focus there.

Influencers

Ah, the influencer game—it can be a headache. Our biggest mistake here was working with an agency. When I saw the high-priced influencers, I couldn’t help but think, “Will this even be worth it?” The answer soon became clear: definitely not.

After spending thousands and gaining hardly any Wishlist adds, it was too late. So, skip the agency and reach out directly to influencers who connect with your target audience. Offer them a key if they’re interested—many will be happy to play your game for free.

Media

If you’ve ever published a game before, you’re probably familiar with the flood of emails from Steam Curators. Let me save you some time—these are scams. They’re not interested in reviewing your game; they’re just looking to flip your keys for cheap. Stick to sending keys to reliable media channels you’ve reached out to yourself.

Third-Party Distribution

This is an area that’s less known and a bit risky. People are right to be cautious since scams are common here. But if you take careful steps, it can boost your sales and bring in quick revenue. Feel free to message me if you want more info—I can help guide you!

Thoughts

Stay realistic throughout development, and expect to learn your marketing strategies the hard way. Don’t be afraid of mistakes; there’s no shame in a first attempt, and each misstep adds valuable experience to your journey.

This newsletter will cover news and my personal takes on topics I’m excited to write about. If you disagree on anything, feel free to share your thoughts in the comments—an extra perspective is always welcome!