Many independent developers leave marketing until the game is finished, yet launch-day performance depends on the interest built before it. This guide splits the pre-launch period into clear phases.
Define the identity
Prepare a one-line pitch, a target player profile, a logo and key art, and short gameplay clips before announcing.
Announce with everything ready
On announcement day, the store page, website game page, press kit and newsletter sign-up should all be live, with a short gameplay-focused trailer.
Build community
Share honest progress regularly, run playtests with newsletter subscribers and set clear community rules.
Demo, press and creators
Release a polished demo around festivals, and contact relevant journalists and creators with short, personal messages and a one-link press kit.
Launch week and beyond
Move every channel together on launch day, fix critical bugs openly, then keep the game alive with updates and continued devlogs. Track wishlists, sign-ups, demo downloads and press kit downloads.
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