Indie game launch marketing checklist
A game launch without preparation is a missed window. Most of what makes a launch successful happens in the weeks before release: the shortlist is built, the outreach is sent, the store page is ready, and the communities are warm. This checklist covers the essential steps in order. It isn't a comprehensive marketing strategy, just a minimum viable launch prep for a solo dev or small team.
74% of gaming Redditors aren't on Discord and 64% aren't on Twitch, so Reddit reaches an audience other channels miss. (Cloutboost, 2025)
4–6 weeks before launch: build your creator shortlist and send keys
Identify 30–50 creators who cover comparable games. This is the single most valuable pre-launch activity you can do. A well-matched creator playing your game in the weeks before launch drives wishlists directly. Search by a comparable title, filter by follower range and recency, and note contact emails.
Send personalized pitches with a Steam key attached. Reference a specific video or stream of theirs on a comparable game in the first sentence. Keep the email short: hook, key, trailer link, no-strings offer. Log every key and every status in a tracking system, because you need to know which keys produced coverage.
Send one follow-up a week after the first email if you haven't heard back. After that, move on. A no-reply is information. A second follow-up on top of a no-reply is damage.
2 weeks before launch: store page, community, and assets
Your Steam store page needs to be in final shape before any creator publishes: a strong capsule image, a trailer that holds attention past the first 10 seconds, a clear short description, and screenshots that show actual gameplay. Creators who cover you will drive people to that page, so it needs to convert.
Post a devlog or launch announcement in the relevant communities (r/gamedev, r/IndieGaming, genre-specific Discords). Lead with something useful or interesting, not just a promotion. These posts warm the community before launch day and give you an organic moment to post again on release.
Make sure your trailer, key art, and a few strong GIFs are ready to share. These assets will be reused across every outreach email, community post, and social share, so invest the time to make them good once rather than patching them at the last minute.
Launch week: amplify and track
Post launch-day announcements in communities that allow it, following each community's rules. Reply to creator coverage with a genuine thank-you. A short, specific note, not a form response. That relationship is worth more than the single video.
Check your outreach pipeline. Any creator who received a key but hasn't published yet is worth a brief, friendly check-in during the launch window. Not a pressure campaign, just making yourself available if they have questions or need anything to complete their coverage.
Track wishlist and sales movements against which coverage published and when. That attribution tells you which creators and which channels actually drive conversions for your genre, and that's worth more than any post-mortem survey.
Frequently asked questions
How early should I start creator outreach before launch?
4–6 weeks before launch is the practical minimum. Creators need time to schedule coverage, and you want some to go live in the weeks before release to build wishlists, not just on launch day itself.
What if I don't have time to do all of this?
Prioritize creator outreach above everything else. It's the most valuable activity for most indie launches. A focused shortlist of 30 well-matched creators with personal pitches will do more than spreading effort thin across social channels.
Should I coordinate creator coverage to all go live on the same day?
A staggered schedule is usually better than a single day pile-up. Coverage in the days and weeks before launch builds wishlists; coverage on launch day itself drives purchases. If you can influence timing at all, aim for a spread across the 2-week window around launch.
What has to be ready before any creator publishes?
Your Steam store page needs to be in final shape roughly two weeks out: a strong capsule image, a trailer that holds attention past the first 10 seconds, a clear short description, and screenshots of actual gameplay. Creators who cover you drive people straight to that page, so it needs to convert before the coverage lands.
What should I do during launch week itself?
Amplify and track. Post launch-day announcements in communities that allow it, reply to each piece of creator coverage with a specific thank-you, check in briefly with any creator who received a key but hasn't published yet, and track wishlist and sales movements against which coverage published and when — that attribution tells you which channels actually convert for your genre.
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