r/gamemarketing

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

Unless I’m missing something, I’m at a deadlock according to chris zukowski’s marketing strategy:

* the best place to get wishlists is by participating in digital festivals
* best way to get into festivals is by having a steam demo
* best time to publish a steam demo is with a few 1000s wishlists, so as to not miss popular & free, and the email-to-wishlisters button
* best way to get wishlists is by participating in festivals
* best way to get into festivals is by having a steam demo…

Etc. so what do I do?
I launched an itch demo, which isn’t getting traction unless I direct people to it, which means I’m not directing them to my steam game. So I’m kind of confused here
Anybody has a tip for the starting no-one-knows-about-my-game phase?
Thanks!

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

 

I hope some of you will find this post helpful.

You know those posts that are structured like so:

>This indie dev is making a game where you can do ABC

>- Do X
- See Y
- Explore Z

>It's called 'This Game', would you play it?

>[GAME CLIP PLAYING BELOW]

I've seen it around a lot especially from indie influencers (like IndieGameJoe), and they structure it like this for a reason... it works.

As an experiment I did a post like this on Instagram for my game Launch Window, and within a couple of days it's got about 250k views and ~2k wishlists.

It's worth a try!

Hello hello, for a tiny game, would you recommend working on a demo before the full launch? I know it's mandatory these days but with a short game I was wondering if it's even worth it, especially in terms of production budget. My goal is not to raise more money, I have enough to dev a 2hours cozy job simulator game that could be ready by the end of the year. If you have any thoughts on the marketing beats I should consider...

https://reddit.com/link/1um386v/video/rkrt2k2mpxah1/player

Hi everyone,

I’m a solo developer from Korea. My Steam game was released about a year and a half ago, but I didn’t build much wishlist momentum and missed bigger opportunities like Steam festivals.

Since then, I’ve heavily reworked the game: core systems, UI, graphics, balance, and overall flow. I feel much more confident about the gameplay now, but the store page still has a weak first impression.

The game is a gear-combination defense game where players collect random equipment, combine pieces into stronger builds, and survive enemy waves.

From a marketing perspective, what would you do first?

1. Find playtesters first and confirm whether the gameplay is actually strong.

2. Rework the capsule art, trailer, and overall Steam page because the current presentation may look too AI-generated or visually inconsistent.

3. Start promoting more aggressively because the updated version may already be good enough.

4. Accept that the game may not be appealing enough and move on.

I’m also unsure about the animated trailer currently on the Steam page. Would you remove a weak/mismatched trailer completely, or keep it until a better one is ready?

Steam page:

https://store.steampowered.com/app/3557100/_/

Hello Internet!

I signed up for marketing class (since I got a chance to work in a gaming industry in the future). I am still learning but I would like to volunteer for someone who needs help with promoting a game or indie company. I need to practice and learn, but maybe someone can use me to help with promotion it they are busy doing other stuff :). Let me know if you are interested and let's learn together. I am looking forward!