Marketing Your Game: Building Hype Before and After Launch
Writer
Baha Pirani From Blacave
Marketing Your Game
Whether you're an indie developer or a studio-backed team, launching a game successfully goes far beyond writing great code and creating stunning graphics. In today’s crowded marketplace, game marketing is essential, not just during launch, but long before and long after. In this article, we'll explore strategies to build hype before launch, sustain momentum post-release, and ensure your game reaches the right audience.
1 - Start Early: Pre-Launch Hype
Build a Community
Start marketing 6-12 months before launch. Create a presence on platforms like Discord , Reddit and other socials. Use devlogs, behind-the-scenes content, and polls to build community trust and interest.
Set Up a Website and Newsletter
Even a simple landing page can help. Use it to collect emails, showcase trailers, and link to your socials. Services like Mailchimp , ConvertKit make it easy to build a subscriber list.
Teasers and Developer Diaries
Short video teasers shared on YouTube, TikTok, and Twitter generate interest. Share development updates through blogs or YouTube series. Consistency builds trust and anticipation.
Leverage Wishlists
If you're launching on platforms like Steam , your most valuable currency is wishlists. Share your store page as soon as possible and remind your community regularly.
Reach Out to Influencers and Press
Platforms like Keymailer or Lurkit connect you with streamers and press outlets. Don’t wait until launch—build relationships early.
2 - Launch Day: Making a Big Impact
Have a Launch Checklist
Prepare all assets: press kit, trailer, demo, website, store page, and social content. Use a detailed checklist and test everything.
Livestream Your Launch
Host a launch party via Twitch or YouTube Live. Involve fans and show behind-the-scenes footage, gameplay, or Q&A sessions.
Use Launch Discounts
Offer a 10–20% launch discount. It boosts visibility and conversions during the crucial first week.
Engage Press and Influencers
Send out review copies 1–2 weeks before launch. Post embargoed reviews on release day for maximum exposure.
Respond Quickly to Feedback
Engage with community comments, bug reports, and reviews. Address issues transparently. This builds goodwill and encourages word-of-mouth promotion.
3 - Post-Launch Momentum: Keep the Hype Alive
Updates and Patches
Regular updates (even small ones) show your game is alive. Post changelogs and share the news via social media and newsletters.
Content Expansions and DLC
Announce DLCs or new content after a few weeks. It gives players something to look forward to and can help re-engage the press.
Community Events and UGC
Host contests, speedruns, or fan art challenges. Support modding or community content to increase player involvement.
Post-Mortem and Developer Reflections
Write a post-mortem blog or video discussing what went well and what didn’t. Sites like Gamasutra (Game Developer) are great for sharing your experience.
Retarget and Re-market
Use your mailing list to promote updates or new projects. Run retargeted ads to re-engage players who visited your website or store page but didn’t convert.
Bonus Tip: Analyze and Adapt
Use tools like Google Analytics and Twitter/X Analytics to track what content is performing best. Adapt your strategy over time. Marketing is never one-size-fits-all.
Frequently Asked Questions (FAQ)
When should I start marketing my game?
Start as early as possible, ideally 6–12 months before release. The earlier you build interest, the more effective your launch will be.
How do I get influencers to talk about my game?
Use platforms like Keymailer or Lurkit . You can also reach out directly via email or social media DMs, but always provide a trailer, gameplay, and a press kit.
What should be in a press kit?
Include your game’s logo, key art, gameplay screenshots, trailer links, a short description, and contact info. You can host this on Itch.io or or your website.
How do I keep players engaged after launch?
Regular updates, community events, bug fixes, and transparent communication help keep interest alive long after release.
Should I use paid ads?
Yes, but only if you have a clear audience and budget. Start small on platforms like Facebook Ads or Google Ads and track your ROI closely.
Writer
Baha Pirani From Blacave
