Embarking on the journey of releasing an indie game demands more than just the game itself — especially in the ever-evolving landscape of the gaming industry. Gone are the days when a Steam release could effortlessly draw millions of eyes and ensure success. Today, in the era of 2023, developers must recognize the critical role of marketing, and more importantly, the timing of it.
Here’s why starting early is imperative:
- Community Building Takes Time: For many indie games, community engagement is paramount. A vibrant, involved community can fuel powerful word-of-mouth marketing, a potent force in the industry. However, communities don’t sprout overnight. Building trust with potential fans is a gradual process that requires time and consistent effort.
- Media Relations is a Long-Term Investment: Introducing your game to journalists requires a compelling answer to the question, “Why should I care?” Building a narrative that appeals to the gaming audience takes time. You must position your game where it fits best, perhaps in features about lesser-known games or showcase videos. Over time, you become a recognized name, earning valuable media coverage.
- Lead Times Matter: While your game is your top priority, the rest of the world needs time to catch up. Big publishers enjoy priority in press coverage, and the news cycle is swift. By initiating conversations early, you can secure opportunities that may take time to materialize. Planning reviews, interviews, or coverage requires lead time, even during quieter periods.
In essence, marketing is as integral to your game’s success as the code or art. Start thinking about it the moment you decide to create a commercially released video game. The key is foresight, ensuring you don’t miss crucial opportunities and giving your game the visibility it deserves. Plan ahead, and let marketing be an intrinsic part of your game development journey.