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30 Mistakes for Indie Game Launch Success

May 3, 2025

Indie Game Business Lecture Notes

Introduction

  • Host: Indie
  • Guest: Chris Zukowski from howtomarketagame.com
  • Topic: 30 Mistakes to Avoid for Indie Game Launch Success

Segment 1: Mistakes You Can't Take Back

  1. Early Access Mistake
    • Early Access is essentially your launch; should not be used for feedback.
    • Early Access success metrics: at least 250 reviews in the first month.
  2. Late Marketing Launch
    • Start marketing early; need a long runway.
    • Get your Steam page up at least six months ahead.
  3. Delayed Steam Page Approval
    • Don’t delay Steam page approval until the last minute.
  4. Promotion Without Capturing Leads
    • Always have a mailing list or Discord ready when promoting.
  5. Incorrect Release Dates
    • Update Steam release date to ensure appearance on 'Popular Upcoming'.
    • Valve sends a confirmation email for scheduled releases.

Segment 2: Steam Page Mistakes

  1. Launching Without a Trailer
    • Always have a trailer; it can be short.
  2. Lack of Gameplay in Trailer
    • Gameplay is critical; avoid cinematics.
  3. Confusing Game Genre
    • Clearly communicate the game genre.
  4. Screenshots Without UI
    • Show UI in screenshots to convey gameplay type.
  5. Too Much Lore in Marketing
    • Focus on genre and gameplay rather than lore.
  6. Looking Like an Asset Flip
    • Show variety in environments and UI.
  7. Quiet Steam Page
    • Post regular updates and events to make the page lively.
  8. Not Cross-Promoting with Past Games
    • Use previous games to promote new ones.
  9. Publisher Cross Promotion
    • Ensure publisher promotes your game across their catalog.
  10. Not Translating Steam Page
    • Translate to reach a broader audience; focus on Asian languages first.
  11. Outdated Tags
    • Regularly update tags using the Steam tagging wizard.
  12. DIY Capsules
    • Hire professional artists for high-quality capsules.

Segment 3: Communication Mistakes

  1. Capsule in PSD Format
    • Provide PSD files for streamers to customize.
  2. Not Announcing Your Game
    • Do a formal announcement with a trailer.
  3. Skipping Festival Streams
    • Always stream during festivals, even if it’s a loop.
  4. Inconsistent Content Updates
    • Post updates every three weeks.
  5. Focusing Updates on Non-Game Content
    • Updates should focus on game content, not unrelated events.
  6. No Lead-Up to Launch
    • Build anticipation with countdowns before major releases.
  7. Forgetting the Call to Action
    • Always include a call to action in communications.

Segment 4: Business Mistakes

  1. Giving Up After One Failure
    • Keep making games; most first games don’t succeed.
  2. Neglecting Bundles
    • Bundle with other developers' games for mutual gain.
  3. Not Discounting Regularly
    • Use discounts to boost sales; aim for at least 20% for wishlist notifications.
  4. Too Fast, Deep Discounts
    • Gradually increase discounts over time.
  5. Ignoring Daily Deals
    • Accept Steam's daily deal offers for better promotion.
  6. Underpricing Your Game
    • Indie games are often underpriced; raise prices by at least 20%.

Conclusion

  • Chris’s blog: howtomarketagame.com offers extensive resources and insights.
  • Q&A covered various topics such as launch timing, marketing strategies, translations, and pricing.

Full transcript