r/gameDevMarketing

Hey, we just launched the Steam Coming Soon page for No Serial. It’s still WIP and the trailer isn’t ready yet, but I wanted to start getting some early feedback on the page and general direction.

I also made a Discord for our studio, Anomaly Studios. It’s meant to be a place for updates, feedback, playtests, and future games too.

I’m trying to figure out whether I should start sharing it now or wait until we have the trailer/playtest ready. I don’t want to overdo it too early, but I also don’t want to miss useful early feedback.

For people who have launched a Discord around their game, did it help to open it early? Or would you wait until there’s something playable?

Steam page:
Link

Hi everyone,

I’m wondering if launching a Steam page during a major Steam Sale can hurt early wishlist momentum.

My Steam page went live 6 days ago, and so far I’m at 35 wishlists. I know 6 days is a very small sample size, so I’m not trying to draw big conclusions yet, but the start feels slower than I expected.

https://preview.redd.it/2rch4v3p29bh1.png?width=1351&format=png&auto=webp&s=c24f6d78b8793d99dce4b51d38bc41896f5bf63e

At first I thought the capsule was the main problem, so I changed it. Then I added a trailer because I kept reading that a Steam page without a trailer is a big mistake. Neither change really moved the needle much so far.

Now I’m wondering if the timing itself might be part of the problem. During a big Steam Sale, players are probably focused on discounted games, their wishlist, and buying things that are already available. A new “coming soon” page with no demo may simply get less attention.

For those who launched a Steam page during a Steam Sale or right around one:

• Did you notice weaker traffic or lower wishlist conversion?
• Would you avoid launching a Steam page during a sale in the future?
• Or do you think timing matters much less than capsule, trailer, genre, and external traffic?

I’m trying to understand whether this slow start is partly bad timing, or mostly a page/marketing problem.

https://preview.redd.it/w3wcxfyk4yah1.png?width=463&format=png&auto=webp&s=b0cbab505eb32c0b1a4d5a232afe595122db5e6a

It took me 3 weeks to get to 1000 Wishlists, here is everything I have done, what worked, and what didn’t. This will be a longer read! Sharing is caring!

Tl;dr: I spend money on Reddit Ads and pretty much fall flat elsewhere!

If you feel triggered by someone spending money on advertisement, please leave, otherwise stay and see if there is something to learn here.

My strategy to market the game is based on who I am and my personal strengths, and the game I am building! What works for me might be the wrong approach for you and vice versa.

My game is a programming-based Autobattler. That is a niche thing, and not something that will easily go viral + I am not a social media person. So my strategy can’t rely on Social Media posts, which is a relief! 

Very basic strategy overview: Do Reddit Ads and reach out to news outlets. Then do playtests (public ones), Wait for 1000 Wishlists, [we are here] release the Demo, contact 500-1000 content creators, offering the best fitting youtubers money to cover the game. Participate in festivals, SNF in Feb27.

Here is what I did, when, and what I learned.

Week -5 (5 weeks before launch):
[Research] I started investigating Reddit Ads. Meaning I used Gemini, started a “Deep Research” (you can trigger one from within the chat window, it’s an actual thing) on how indie developers use Reddit Ads, and how to best set it up. Read that Deep Research, took the sources of it, and put them into notebookLM (Google ecosystem, it’s a AI chat, but it only knows stuff from the sources you gave it, can read in youtube videos, reddit posts and so on, handy!). Here I was able to ask all my stupid questions, without feeling the awkward anxiety that I get from asking strangers on the internet.

[Mistake] I created my Reddit Ads account. Which turned out to be massive mistake, because Reddit Ads give you a 500$ free credits after you spend 500$ on Ads, but only if you claim it within 30 days of the signup, and only if you spend 500$ in 30 days after claiming. I was too early, because I wanted to have everything setup. Annoying!

Week -4:
[Research] When I started building my game in December 2025, I did some investigation on similar games and found a few niche titles. Now I had to find where those players are! 
Task: Find the subreddits that belong to games that share your players interests. 

Some titles keep coming up: Optimization Games like Opus Magnum, similar games like Gladiator Guild Manager, and some autobattlers like BackpackBattles. The issue here is that the subreddits are small, which is not good for Ads. So I had to think around the corner, asking “where are players that love to theorycraft and think before jumping into the battle. I found a nice niche in ARPGs, especially PathOfExile and the r/PathOfExileBuilds subreddit is filled with players who love to think heavily about their setup! I noted them down and went on! Had around 30 subreddits researched.

Week -2:
[Homework] Research news outlets, German speaking that cover indie games, find the email addresses of the editors. A painful job! Ended up with a list of 8 outlets and 12 editors. Hoped they would like to cover a game by a “local”. (no one cares, Sean!)

Launch! 

Day 1:

• Send the Trailer to a guy at GameTrailers, whose contact I got through a lucky connection (won’t share it, please don’t ask).  
• Started a Carousel ad on Reddit (that’s 6 Screenshots), duplicated it to two campaigns: One in the US, one targeting EU countries.
• Got a Out-of-the-Office note from the Game Trailer guy. There goes the big day-one push :(

 

Ended the day with 12 wishlists, mainly a couple of my friends. Spent 7€ on Reddit.

Day 2:

• In desperation send my reveal trailer to the general GameTrailers email.
• EU cost me 30 cent per Click, but also: no one clicked! 
• US campaign showed my ad a total of 8 times!!!! WHAT?

[Homework] Let’s talk Reddit Ads Setup:
On Reddit you define a Budget per day, that the system tries to spend for you (how polite of it!). You have two options: Lowest Cost (tries to get you as many clicks for your money), Cost Cap (you specify the maximum amount you are willing to pay per click). 
I started with Lowest Cost in EU, and Cost Cap in US, having set the Cost Cap to an unprofitable 40 cent per click.

Nothing! Not a single click over the first days from the US campaign, and to this day, I have absolutely no idea what happened. But I was thinking something must be totally off. In retrospect, I know that the algorithms need to run a few days (or better weeks) before getting into a good zone. But at 20€ ($?) minimum budget per day, that might be a big, big hurdle for many indies. 

But the EU algorithm started to work okay. At the end, you pay per CLICK, not per impression, so you don’t really care about “CTR” (Click-through-rate) at the beginning. So I ended day 2 on 34 and day 3 on 58 WL, spent 78€ on that and started to get nervous!

My Carousel was at around 0.6% CTR in EU, absolute shit! This means reddit shows my ad to 1000 people and 6 clicked (I know you guys know what a percentage is, unless you don’t, so bare with me the “spelling it out”)

Day 3:
[Learning] I decided to take a funny clip from the trailer and put it out there. It got clicked! Averaging 2.5% CTR in EU, it was miles better then the screenshots! So on the same day, I decided to cut a 4x5 ratio clip of a coding -> action pattern and put it live alongside.
Here is what happened:

The “funny video” was sitting at 2.5 CTL, the “boring, but real to the game” at 1.5%. Both are okay numbers for EU market. I made sure that I have the utm tracking set correctly. The funny video converted 14% of Clicks to WL. Meaning I need 7 clicks for a wishlist, at 20 cent, that’s too high! The simple, boring gameplay clip, converted 28% of clicks to wishlists! A way better rate!

[Excourse UTMs]: Steam tracks the UTMs that are attached to a url for you. It’s those things: URL?utm_source=homepage&utm_campaign=summer_sale&utm_medium=web 
There is a source, campaign, medium, content, and term. They are essentially small free text fields that you can put anything in, and anything will be tracked. Source is usually the biggest group, and then you go into detail. E.g. source=reddit campaign=us medium=funnyvideo.
Steamworks shows you a breakdown under /apps/utmtrafficstats/

Over the course of the next days of experimenting, I dropped all the funny content. I dropped all the screenshots and images, and focussed only on 4x5 ratio, 10 second clips.

Best Practices

1. The first frame of the video will be automatically used as a thumbnail, put your library header in there to make it look good. (library header if you cut 4x5 videos)
2. Attention spans barely exists anymore: 10 seconds is already long, but needed so people understand what is going on in my game. In your game maybe 6 second videos are better. I uploaded some 20-30 second videos and they simply don’t work at all.
3. Short headlines! Below 50 characters work best. (those two sentences are 47 characters! Imagine trying to explain a game with this limitation)
4. Experiment with headlines. Duplicate the ad, change the headline for one, keep the rest intact, see of the CPC or CTR differs. Use the better one as benchmark.
5. If you have a post that your audience started commentating on, instead of duplicating that ad, you can advertise the Post instead for other campaigns. So a post that goes well in EU, you might want to create a new add “choose post” and keep the momentum

Day 7:

• GameTrailers features my trailer. What a great feeling! First comment on the video: “Boring”. Oh boy. People on the internet, man. 
• The Trailer got clicked 3.5k times. By no means the game has the starpower to get viral, it’s fine. It resulted in a spike of search requests on steam (they don’t link your gamepage), and around 120 extra wishlists that I happily take.

 

Day 8:

• I contacted the German News Outlets, saying “Hey, we got to almost 400 wishlists, and got featured by GameTrailers, do you want to share it on your platforms”.
• To this day, nothing.

Week 2: 

• Had to travel for my real job, so I decided to stop the Reddit Ads
• At this point I was at 612 wishlists, and spent 338€ on it on Reddit. 
• I wanted to take the week to measure the “baseline”

[Learning] There is no baseline! As soon as I turned off the Reddit Ads, I went to 0 WL a day. Okay, not fully true, I went to: -1, 1, 4, 1, 4 on the 5 days without doing something. So that’s a baseline of maybe 10-15 a week without a demo and without doing something. Not great! I hope that having the demo up soon will lift this a bit.

Week 3:

• Reuploaded the reveal to my own YT, and put a 150€ campaign spanning 10 days on it.

[Failure] Stopped after 2 days. Spend 50€, got exactly 0 tracked wishlists. Got a small spike of 10 WL on the second day, but not tracked, so in general can’t recommend, unless you have material that has to looks to go viral!

• Uploaded a playtest to Itch.
• Posted about this in the /playmygame subreddit, and for the first time posted on my facebook and LinkedIn accounts (FB and LI not worth the time). Together they made 50 play session on day 1, but then we dropped quickly. 
• As of now, the itch playtest was played 138 times. And while barely someone is using the feedback system in the game, they play with analytics enabled, so at least I see how they encounter the game, where they fail, where they succeed.

[Learning] Put eventtracking in your game!!! It’s super important to know what happens to your players, you can’t watch them all live. But ofc, ensure to ask for consent and respect it! I am using Unity and they have it all in the Unity Analytics Package, I was able to create custom events for crucial moments in the game, and send nice payloads. e.g. how often did the player attempted this dungeon already, what team comp are they running, did they use feature X,Y,Z. Do it!

[Learning] I came back to Reddit with the goal to get my terrible US campaigns to a better state. So I re-recorded 3 4x5 videos. Started a “Max Campaign” which is a Beta Feature on Reddit that claims to be AI powered. Here you can define up to 20 headlines, 20 Images, 5 Videos and it will do a massive AB test for you. Problem: It needs a long time to finetune. And with “time” I mean money. But I put it live, and it started okay with 20 cent per click, and a ~15% click-to-WL rate. Better then before. But over the next couple of days the system finetuned. As you read this, I am down to 10cent per click and ~30 CTWL (is that the abbreviation now?)

[Learning] Sadly, Reddit Ads and Steam don’t do the final handshake to track Click-to-Wishlist conversion, you got to do this on your own. But for the max campaign you can only give a single utm set. You see which headline is clicked frequently. Which image and which video is clicked frequently, but the conversion to wishlist is a mixed-calculation. So I am running individual ads to test the CtWL, and add the good stuff to the “Max Campaign”. By now I have a better feeling for what works:

• If I show the real game, I might get less clicks, but a higher wishlist rate.
• If I show flashy things, I get more clicks, but less wishlist rate, because my game isn’t really that flashy.
• Funny doesn’t convert to wishlists.
• For images I learned that whatever the screenshot shows, it has to work on the super tiny mobile thumbnails. If it doesn’t pop when you zoom out and squint, people won’t click on it.

Yesterday I started the playtests on steam, and already have 160 people asking for access. Way to many for a playtest, feels bad. So I admitted 60 of them, let’s hear their feedback, if they even care to play.

One of the players turned out to be a small German Youtuber who recorded the first ever Let’s Play, which makes me super duper proud! At the same time, a fantastic chance to observe a player while he speaks out all his thoughts.

Today, I reached 1000 Wishlists, with around 530 Moneys spent on Reddit Ads and 50€ wasted on Youtube. I optimized my stuff to get a wishlist for around 50 cent, which to me is a good price for now. So I will keep it up. Next: The Demo in 2-3 weeks. I want to create a new trailer, hope again for coverage of GameTrailers or Indie Games Hub, and try to hit the charts for the free playable versions.

Also, there are 3 festivals coming up, starting with the programming festival in September. Let’s see if I can get in there with my demo, according to my research, maybe :D 

Also because they hurt so much: One guy wrote “boring” under the trailer (mentioned that), one guy said “use AI to playtest since your game is obviously AI” -> We only spend 2.5 months to craft a great capsule with the people at twinscreativestudio (can only recommend), just so that one random dude screaming AI at everything like he has tourette. And then there was the guy who wrote “Fuck off!” under one of my adds. As a German, I can relate to shouting at advertisement (Ralf Schuhmacher), but man. I really try to get a thicker skin, as those things will pile up, but they sting. 

If you guys have any questions that I could answer, hit me up on discord SirDeMox. 

BTW What didn’t do anything: 

• X and their wishlists wednesdays or screenshot saturdays. You essentially show of your work to other game devs, but you all don’t care about the others because you got there for wishlists!!! I prefer the discord communities when I want feedback or talk.
• Reddit posts. Since I don’t resonate with the socials, I didn’t do a lot of attempts on regular reddit. But what I shared went unnoted, per usual,
• Likely this post :D

 

She was extremely kind! During Next Fest, she helped me realize my demo button wasn't displaying prominently (rookie dev mistake) and then wrote these kind words about my game!

Been writing a TTRPG for about three years now. Decided at the start of this year to see if I can make it a real thing and push myself to try and release it to the public.

I am finding that even for my friends and local game groups, it's really hard to get anyone interested in trying it, even reading the rules or creating characters, never mind actually playing a campaign.

Do you have any tips on how to get people to try it out for the first time?

Hello, everyone!

My friend and I are developing a desktop virtual pet game, and I’ve realized I have absolutely no idea how games like this are typically marketed.

In the game, you raise your virtual pet, set up a small farm, do various jobs to earn money, and decorate your home

I really love playing casual desktop games, but I’ve never paid attention to how they’re marketed or how people discover them.

If you were in my shoes, where would you start?

What kind of content would you share?

Which platforms would you focus on?

Are there any desktop games that have been really successful in terms of marketing?

I’d be very grateful for any advice or examples. Thanks! 🌸💟

https://preview.redd.it/j55wuxji5tah1.png?width=808&format=png&auto=webp&s=07a861e791c1d1b5eb3a2c3f64c97bbec02c45d6

Hey everyone,

I'm a solo indie developer working on my psychological horror game Marzu, and I'd really appreciate some honest feedback.

I launched my Steam page a few months ago. The initial wishlist growth was encouraging, but recently it has slowed down quite a bit. I've been updating the demo based on player feedback and trying to improve the game, but I'm wondering if there's something about my Steam page that's preventing more people from wishlisting.

Current stats:

• 🎮 ~2,000 demo players
• ❤️ ~350+ wishlists

I'd really appreciate feedback on things like:

• Steam capsule
• Screenshots
• Trailer
• Store description
• Overall first impression
• Whether the game hook is clear enough

I'm not looking for people to be nice—I'd rather hear honest opinions that can help me improve.

Game Link -
https://store.steampowered.com/app/4312090/Marzu/

Thanks in advance! Every bit of feedback helps, and I hope I can improve the page before release.

I had never made a game before today. Like any small indie studio, it’s just the two of us doing everything. We were severely short on time (and money) for development, game design, UI, and above all branding! So, like nearly 70% of games on Steam, we decided to generate our visuals using AI

Even though I’m a former graphic designer, I couldn't afford to spend two weeks creating a logo, characters, typography, and so on

So, we used ChatGPT. We weren't proud of it, but... after all, everyone else is doing it, and it seems to pass muster, right? However, when we launched our Steam page, we realized that using AI for the capsule art made it look like a "lazy game" even though we’d pulled so many all-nighters working on it that I’ve lost count

That wasn't the image we wanted to project. After talking to players and other devs on Discord and elsewhere, the verdict came in: "Why use AI for your visuals when your in-game art is already so beautiful?" That’s when we decided to replace the AI-generated characters with our restaurant as the background

We kept the logo. But then we realized it was silly to have to include an AI disclaimer just for a logo when everything else was hand-crafted...

That was it I put my graphic designer hat back on. I decided to redo everything; never mind the time and energy I’d already lost. Besides, it’s my game my very first one, my baby. I had to do my absolute best to make it perfect (or at least as perfect as I could make it)

We decided to redo the logo without changing it too drastically, since we’d already done quite a bit of promotion using that version (press releases, videos, etc.). And now, I can proudly say: sure, I drew some inspiration from AI visuals, but I recreated everything by hand. I listened to the feedback, and I think the result is much better for my game

So, don’t make the same mistake. Take your time; even if your visuals aren’t perfect, something personal is better than the AI-generated look 70% of people are using