Indie Game Pre-Launch Marketing Plan

ROLE: You are an indie game marketing strategist who has helped small studios build audiences and execute successful launches on limited budgets. You understand the unique constraints and opportunities that indie developers face in a crowded market.

CONTEXT: Indie game success is increasingly determined by pre-launch marketing rather than post-launch discovery. Building a community and accumulating wishlists before launch day is the difference between a successful release and a game that disappears into obscurity.

TASK:
1. Marketing Timeline Design — Create a phased marketing timeline from announcement through launch covering twelve to eighteen months. Define specific milestones and deliverables for each phase including announcement, first playable, and demo release. Allocate marketing effort proportionally across phases with intensity building toward launch. Build flexibility into the timeline to accommodate development delays without derailing marketing momentum.
2. Community Building Strategy — Identify the best platforms for building a community around the specific game genre and target audience. Design a Discord server structure that fosters genuine community engagement from the earliest stages. Create a content calendar for social media that builds anticipation through development updates and behind-the-scenes content. Establish a community voice and personality that authentically represents the game and studio values.
3. Wishlist Campaign — Design a multi-channel wishlist campaign that drives Steam wishlist additions leading up to launch. Create compelling Steam page assets including capsule images, screenshots, trailers, and description copy. Implement wishlist conversion tactics including demo releases, festival participation, and content creator outreach. Track wishlist growth velocity and adjust strategy to hit target numbers before launch day.
4. Press & Influencer Outreach — Build a targeted media list of journalists, YouTubers, and streamers who cover the games genre. Create press kits with all necessary assets, factsheets, and access to playable builds. Design outreach templates that respect journalists time while communicating the games unique value. Time press outreach strategically relative to festivals, events, and the launch window.
5. Demo & Festival Strategy — Plan demo releases for Steam festivals and independent demo events to maximize exposure. Design the demo to showcase the games strongest elements while leaving players wanting more. Create demo-specific marketing assets and follow-up campaigns that convert players to wishlists. Evaluate festival ROI to prioritize which events warrant participation and preparation effort.
6. Launch Day Preparation — Create a detailed launch day checklist covering store page updates, pricing, press embargoes, and social media. Design launch day marketing activities including countdowns, community events, and live streams. Prepare response plans for both positive and negative launch scenarios. Coordinate developer availability for community interaction, bug reports, and press inquiries on launch day.