Launch Strategy
9 articles
Your Indie Game Launch Week Needs a Clip Ladder, Not Daily Announcements
A launch week content calendar should not be seven versions of "we launched." Build a clip ladder that moves cold players from one playable promise to proof, demo action, and a Steam click.
Your Demo Should Sell One Repeatable Moment, Not Your Whole Game
A demo that tries to prove every system usually feels messy. Pick the moment players will repeat, clip, describe, and wishlist from, then build the demo around that promise.
Most Indie Games Need a Nickname Before They Need a Launch Plan
A lot of launch plans fail because the game has no portable identity. If players, creators, and even your own team cannot compress the pitch into a sticky nickname, your marketing keeps doing extra work.
Most Launch Campaigns Need a Spectator Moment Before They Need a Sales Pitch
A lot of indie launches talk like every viewer is one click away from buying. They are not. Most people meet your game as spectators first. If your campaign gives them nothing fun to watch or retell, the sales pitch arrives too early.
Your Launch Date Is Competing With Habits, Not Just Other Games
Most indie teams choose a launch date by checking for big releases. That matters. Player habits matter more. If your game shows up when your audience is busy, tired, broke, or in the middle of another ritual, the page can look weaker than it really is.
Most Indie Demo Feedback Forms Ask the Wrong Question
If your demo survey starts with "Did you like it?", you are collecting politeness, not decisions. Ask where interest dropped, what felt unclear, and why someone still has not wishlisted.
The Indie Game Launch Timeline: 12 Months of Marketing That Actually Moves the Needle
Most indie devs start marketing too late. Here's a month-by-month timeline for building hype, growing your audience, and launching to real sales, starting 12 months before release.
Steam Next Fest Strategy: How to Maximize Your Demo's Impact in 2026
Steam Next Fest can generate 10,000+ wishlists in a week, if you prepare properly. Here's the complete strategy from pre-fest to post-fest, including the mistakes most devs make.
Post-Launch Marketing: What to Do in the 90 Days After Your Game Comes Out
Most indie devs treat launch day like the finish line. It's not. The 90 days after launch are when you either build long-term momentum or watch your game quietly disappear.