Cheat sheet sparks debate on the dos and don'ts of indie game marketing
Creative Bloq
by Joe Foley February 24, 2026
AI-Generated Deep Dive Summary
Indie game developers face a unique challenge: creating a compelling game is just part of the battle. Selling it effectively on platforms like Steam can be equally critical yet often overlooked. A recent marketing cheat sheet, shared in the r/IndieDev community, aims to simplify this process by outlining key strategies for indie developers to succeed. The cheat sheet, inspired by Matt Hackett's *How to Make a Video Game All By Yourself*, offers practical advice on topics like trailer design, Steam optimization, and localization.
One of the most impactful recommendations is to keep trailers short and focused on gameplay rather than lengthy introductions or cinematic flair. Unlike AAA games, which benefit from established franchises and developer reputations, indie titles need to immediately grab attention by showcasing their core玩法. The cheat sheet also emphasizes the importance of building a strong presence on Steam through elements like capsule art that contrasts with Steam's background color, maximizing visibility in its widgets.
Another key takeaway is leveraging user reviews: achieving at least 10 reviews can significantly boost a game’s algorithmic promotion on Steam. Additionally, offering discounts of 20% or more during launch can attract wishlisters and create a sense of urgency. Localization strategies are also highlighted, with the cheat sheet suggesting prioritizing languages like Chinese and Korean to reach broader audiences.
The article highlights the importance of building anticipation through social media campaigns, staged trailers, and regular updates. Engaging with influencers, bloggers, and streamers in related genres can also amplify a game’s visibility. Furthermore, participating in events like Steam's Next Fest provides an opportunity for indie developers to showcase their games to a wider audience.
While the cheat sheet serves as a useful starting point, many developers argue that it doesn’t cover all aspects of successful marketing. For instance, achieving 7,000 wishlists before launch often requires viral promotion or unique visuals. Collaborating with other indie developers for cross-promotions and shoutouts can also help overcome initial hurdles.
Ultimately, effective marketing is a nuanced process that requires creativity, strategic planning, and adaptability. The cheat sheet provides valuable insights but leaves room for individual experimentation. By understanding the unique challenges of indie game marketing, developers can better position their projects for success, ensuring their hard work doesn’t go unnoticed.
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Originally published on Creative Bloq on 2/24/2026