Why nobody cares about your indie game

We sometimes have clients come to us who have been running their own marketing for a while, but have hit a brick wall: they simply cannot get more than a handful of people interested in their game. Often, these clients are stumped, and at their wits’ end. They’ve tried everything, but nothing seems to work.

When you work on enough marketing projects (and I’d estimate I’ve publicised upwards of 200 games in some capacity over the years), you start to spot trends that make these issues a lot easier to diagnose and treat. Here are the top five reasons we find indies aren’t getting the attention their developers were hoping for – and how to steer things back on track for your game! read more

2018/19 trends in indie game marketing & PR

In many ways, 2018 has been a phenomenal year for indie games – with the likes of Return of the Obra Dinn, Guacamelee 2 and today’s GRIS rightly enthralling players. But it’s also been a very challenging year for a large number of indie developers, who have increasingly found it difficult to stand out from the crowd.

Over the year we’ve worked with around 20 different indie studios on more than 50 individual PR and marketing campaigns, and we’ve spotted some trends we think you should be aware of as we wrap up 2018 and head into the New Year. read more

Indie game marketing: the most common mistakes, and how to avoid them

Last year, I wrote about the most common indie game PR mistakes, and how to avoid falling into those traps. More than ever, those tips remain true: it’s vital to have a clear proposition, allow enough time to prove your value to the media, and ensure everything you present is on-message and slickly produced. But good indie game marketing covers more than just PR, and we often see studios follow the rules when it comes to their public relations, yet fail to capitalise on this success due to having a less-than-robust overall marketing strategy. read more

How indie games can get the best marketing exposure at expos

Gamescom’s just wrapped up in Cologne, PAX heads to Seattle this weekend, and EGX and the Paris Games Week hit Birmingham and, uh, Paris respectively next month.

It’s that time of year where thousands of indie developers around the world head to expos to showcase their latest creation. But with booths at many such events costing thousands, if not tens of thousands, how can indies get the best bang for their buck?

Here are our five top tips – for getting the most out of your marketing, and more besides. read more

Storm warning: How to survive the indiepocalypse

The first warning signs of trouble on the horizon for indie games and their developers came around 2014 when people in the industry started to speak of an indiepocalypse. With an oversaturation of titles flooding onto Steam and App Stores already pushed to capacity by the huge influx of smaller games concerns were beginning to grow. So, is the indiepocalypse still something indie game developers and fans alike should be worried about? Let’s look at some of the key predictions that perpetuate this belief. read more

Indie game marketing & PR tips: social media success

It’s often suggested that social media is the secret key to marketing success in the indie game sector. It’s free, it requires relatively little technical knowledge, and it has the ability to reach a nearly endless amount of your target audience. Or so the theory goes.

As with most things in life, the reality of the situation doesn’t quite align with this assumption. I’m glad to say it’s not far off, though: after all, it is free, it doesn’t require a huge amount of technical know-how, and you can reach some of your target audience by following some core principal rules for social media interactions. read more