The biggest marketing mistake indie developers make isn't bad tactics, it's bad timing. They spend 2-3 years building their game, then start marketing 2 weeks before launch and wonder why nobody shows up. Marketing is a 12-month process. Here's what to do each month.
Month 12-10: Foundation Phase
Set Up Your Presence
- Create accounts on Twitter/X, TikTok, Instagram, and YouTube
- Set up a Discord server with the basic channel structure
- Create a simple landing page or Carrd site for your game
- Design your game's visual identity: logo, color palette, key art style
Start Posting Devlogs
You don't need a polished game to start posting. Share early prototypes, concept art, design documents. The goal is to start building an audience that follows your development journey.
The key insight most developers miss: people don't just want to see the final product. They want to watch something being built. The process IS the content.
Month 9-7: Growth Phase
Ramp Up Content Production
- TikTok: Post 4-5 times per week. Short clips of gameplay, development moments, technical demonstrations.
- Twitter/X: Daily updates. Even a simple screenshot with context. Use relevant hashtags: #indiedev, #gamedev, #screenshotsaturday.
- YouTube: Monthly devlogs (5-10 minutes). These build deeper connection than short-form content.
Build Your Wishlist Engine
If your game is coming to Steam, get your Steam page up NOW. This is the most important thing you can do. Every piece of marketing content should funnel people to your Steam page to wishlist.
A common mistake: developers wait until the game is "ready" to create their Steam page. The page doesn't need final assets. You need it up early to capture wishlists from all the content you're creating.
This is where the speed advantage matters. If you can prototype and build your game faster (say, using an AI tool like Chatforce or a no-code engine like GDevelop to handle the heavy lifting) you can shift your timeline earlier and spend more of that 12 months on marketing instead of development. Developers who ship faster market longer, and that gap shows up in launch-day numbers.
Month 6-4: Acceleration Phase
Demo Release
Release a public demo. This is your single highest-leverage marketing move. A demo gives streamers something to cover, gives players something to share, and gives you invaluable feedback. Time it with a Steam Next Fest if possible, the visibility boost is massive.
Press and Creator Outreach Begins
- Build your creator outreach list (see my streamer outreach guide)
- Send demo keys to micro-creators and press
- Submit to indie game festivals and showcases
- Apply for events like Day of the Devs, The MIX, and PAX Rising
Community Milestones
By month 6, you should have:
- 500+ Discord members
- 5,000+ wishlists
- 1,000+ social media followers across platforms
Month 3-1: Launch Preparation
Final Marketing Push
- Announce your release date with a trailer. This is your biggest content moment before launch.
- Send review keys to mid-tier creators 2-3 weeks before launch.
- Coordinate embargo lift for reviews and coverage to align with launch day.
- Prepare launch-day assets: social media posts, Steam description updates, GIFs for Reddit.
Wishlist Targets
Based on industry data:
- 7,000+ wishlists: Modest launch, sustainable for solo devs
- 20,000+ wishlists: Strong launch, likely profitable
- 50,000+ wishlists: Potential breakout hit
Launch Week
- Day -1: "Tomorrow" announcement across all channels. Build anticipation.
- Launch day: Post on all platforms. Be in your Discord ALL DAY. Respond to every review, every comment, every stream. This is the most important day of your project.
- Day +1 to +7: Continue engaging. Share player reactions, streamer clips, positive reviews. The launch window is your highest-visibility moment.
Post-Launch (Often Forgotten)
Marketing doesn't end at launch. The first month post-launch is critical:
- Push updates and patches (shows the game is actively supported)
- Share player-created content and clips
- Engage with streamer coverage as it rolls in
- Plan your first sale for 4-6 weeks post-launch
The developers who treat marketing as a 12-month commitment, not a launch-week sprint, are the ones who build sustainable indie careers.