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GamesIndie games playbook

Get your game seen before launch day

Thousands of games launch every year, and many are barely noticed. The ones that break through usually have a clear hook, a stream of gameplay clips, a slot in a showcase and a community that's waiting. Outpost builds that plan with you, on free channels.

Free. We read your public website and show your score, top fixes and competitors.

On this page

01 · DISCOVERY

How customers find you

Players find indie games through other people and through events: a streamer or YouTuber playing it, a gameplay clip on Reddit or social video, a digital showcase like Wholesome Direct or Day of the Devs, a store festival, or a jam game on itch.io. Press coverage still matters for credibility, but small games are more often found through creators and communities. It's crowded: about 19,000 games released on Steam alone in 2025, and nearly half got fewer than 10 reviews.

The buying journey

See a clip, stream or showcase → understand the hook in a few seconds → wishlist, follow or join the Discord → play a demo or jam version → buy at launch or in a discount. Each step needs the hook to be clear without explanation.

What studios aim for

  • Find a hook that makes people stop scrolling
  • Build a following (wishlists, followers, Discord members) before launch
  • Land a slot in at least one free showcase or festival
  • Earn creator and press coverage with a ready press kit

02 · CHANNELS

Channels, ranked by what matters most

Ranked 5 (essential) to 1 (optional) by the research for this industry.

  1. Gameplay clips on Reddit and short video

    Essential

    Short clips that show the hook are how most players first notice an indie game. r/IndieGaming and r/indiegames want real gameplay media and limit self-promotion, so post your best clip, not every update.

  2. Free curated showcases and festivals

    High

    Wholesome Direct, Day of the Devs and Tiny Teams are free to apply to and reach large audiences, but they're selective. Some 'free' festivals upsell paid placement, so leave those boxes unticked.

  3. itch.io and game jams

    High

    Jams produce a playable prototype, feedback and early followers at no cost, and browser builds get played more. itch.io is free, and you set the platform's cut.

  4. Press kit and press releases

    Medium

    A free press kit (IMPRESS, presskit()) makes coverage easy, and Games Press distributes one announcement a month for free to registered press.

  5. Your own Discord server

    Medium

    Your server is where followers become playtesters and launch-day buyers. Discord forbids self-bots, so community work stays personal.

  6. Creators via IGDB and vetted keys

    Medium

    Twitch's category list draws on IGDB, so streamers need an entry. Vet every key request, because key-harvesting scams are common.

BUSINESS MODEL · LIVE

How you make money changes the plan

The same channel can be a strong fit for a paid game and a poor one for a free one. Each line below is a rule or rating from Outpost's knowledge base, with its source; your own plan is built from your answers.

Paid up front (premium)

  • Poor fititch.io

    HTML5 (browser-played) games on itch.io can only take donations; to sell access the project must be set to Downloadable.

  • Strong fititch.io

    itch.io offers three pricing modes per project: no payments, $0-or-donate (a suggested donation that can be skipped), and paid with the set price as a minimum that buyers may exceed.

Free with ads

  • Poor fititch.io

    itch.io's quality guidelines tell creators to avoid sponsored installers and ads that block play until the player acts, and itch never puts ads on creator pages.

Paid random items (gacha, loot boxes)

  • itch.io

    itch.io has no general in-game purchase system; its 'sub-products' API sells add-ons through itch's checkout for redemption on the developer's own site or service.

  • Apple Arcade

    Apple Arcade games are played by subscribers without ads or in-app purchases, so an ad- or IAP-funded design does not fit Arcade.

  • Mac App Store

    On Apple's stores, credits or in-game currency bought through in-app purchase may not expire, and unlocking features, game levels or in-game currency must use in-app purchase, except where Apple's link-out entitlements (3.1.1(a)) apply or on the United States storefront, where buttons and external links to other purchase methods are allowed (Guideline 3.1.1).

  • Apple App Store

    On the App Store and Mac App Store, unlocking features, subscriptions, in-game currency, premium content or a full version must use Apple In-App Purchase, and apps may not use their own unlock mechanisms such as license keys.

Technical eligibility

  • itch.io

    Desktop games installed through the itch app need an app manifest if they require redistributables (Visual C++, DirectX, XNA), have multiple launch targets or use the itch.io API; simple single-executable builds work without one.

  • itch.io

    itch.io's butler docs say the backend rejects builds above 30GB total uncompressed size; the itch app docs say 'the web limit is 2GB'; a 2020 community thread showed a 1 GB web-upload message, now likely out of date.

  • itch.io

    itch.io tags butler uploads by channel name: names containing win/windows, linux, mac/osx or android become Windows, Linux, Mac or Android downloads; architecture cannot be tagged.

  • itch.io

    itch.io HTML5 zips should not contain more than 1,000 files after extraction (a default limit; itch.io says to contact them if it doesn't suit the project).

Read from Outpost's knowledge base on Nov 8, 2026; every line links its source.

03 · YOUR FIRST MONTH

A 30-day campaign that costs $0

A sample month. Your own plan is built from your audit, stage and goal, and paid options only ever appear as optional boosts.

  1. Week 1 · days 1–7

    Hook and assets

    • Write the hook in one sentence and test it on five people who haven't seen the game
    • Cut three 5-15 second gameplay clips that show the hook without text
    • Build a free press kit on IMPRESS with a fact sheet, screenshots, trailer and logo

  2. Week 2 · days 8–14

    Home bases

    • Create or polish the itch.io page, and the Steam Coming Soon page if you're on Steam
    • Add the game to IGDB
    • Open your Discord server with a clear welcome channel and a playtest sign-up

  3. Week 3 · days 15–21

    Community and calendar

    • Post the strongest clip to r/IndieGaming or r/indiegames following each subreddit's rules
    • Start a devlog on itch.io or TIGSource
    • Put every showcase and festival deadline for the next six months on one calendar using HTMAG's directory

  4. Week 4 · days 22–30

    Announce and measure

    • Send one real announcement (reveal, demo, release window) to Games Press
    • Enter or plan a jam if a prototype of a new idea would help
    • Compare followers, wishlists and Discord joins by source, and plan the next month

DEADLINES · LIVE

Upcoming deadlines

Read from Outpost's knowledge base when this page loads. Expected dates follow the organiser's usual pattern and are labelled until the organiser confirms them.

  1. Taipei Game Show 2027Business proposals duein 19 days
    Organiser's page
  2. INDIE Live Expo's December 1, 2026 show took submissions un…Show dayin 23 days
    Organiser's page
  3. Day of the Devs' next showcaseShow dayin 31 days
    Organiser's page
  4. BitSummit 2027Submissions duein 84 days
    Organiser's page

04 · WHERE TO BE LISTED

Directories, stores and communities

Costs are as published by each destination when the research was reviewed; check before you pay for anything.

  • 8 destinations
  • 7 free to start
  • 8 in Outpost’s registry
  • itch.ioFree

    itch.io

    Free to publish, with a creator-set revenue share and an active jam and indie community.

    In Outpost’s registryAutomatable through its APISubmit page
  • Wholesome DirectNo fee found

    wholesomegames.com

    A high-visibility showcase for cozy and wholesome games. Very selective, and it rejects AI-generated art.

    No fee mentioned

    In Outpost’s registryYou submit; Outpost prepares itSubmit page
  • Day of the DevsFree

    dayofthedevs.org

    A free showcase alongside The Game Awards and GDC. It values games that haven't been shown before.

    In Outpost’s registryYou submit; Outpost prepares itSubmit page
  • IMPRESS (Press Kitty)Free

    impress.games

    A free press kit with Steam import and a key request widget.

    Free plan (up to 3 press kits)

    In Outpost’s registrySubmission method not yet verifiedSubmit page
  • Games PressFree

    gamespress.com

    A press-release hub for registered games press. Free route: email inbox@gamespress.com.

    Free (1 announcement a month)

    In Outpost’s registryYou submit; Outpost prepares itSubmit page
  • Game JoltFree

    gamejolt.com

    A free indie platform and community for posting builds and devlogs.

    In Outpost’s registrySubmission method not yet verifiedSubmit page
  • IndieDBFree

    indiedb.com

    A long-running database for indie game pages, devlogs and news.

    Free to list; check current terms

    In Outpost’s registrySubmission method not yet verifiedSubmit page
  • r/IndieGamingFree

    reddit.com

    A large player audience for visually strong games with GIFs or video. Promotion is limited.

    In Outpost’s registryYou submit; Outpost prepares it

PC STORES · LIVE

The Epic Games Store as a second store

For PC games already on Steam: what Epic offers and asks, from Epic's own pages where they could be read.

Should I also launch on the Epic Games Store?

05 · SEARCH DEMAND

Keyword themes worth owning

Primary search

indie game marketing

140searches a month

DataForSEO Google Ads, US/en, Oct 2026

  • how to market a game
  • video game marketing
  • indie game press kit
  • indie game showcases
  • how to promote an indie game

  • Game marketing basics

    Informational

    Learning: answer with guides

    • indie game marketing
    • how to market a game
    • how to promote an indie game
    • video game marketing plan

  • Showcases and festivals

    Informational

    Learning: answer with guides

    • indie game showcases 2027
    • wholesome direct submissions
    • day of the devs submission
    • free game festivals for indie developers

  • Press and creators

    Informational

    Learning: answer with guides

    • indie game press kit
    • how to contact game journalists
    • how to get youtubers to play my game
    • game press release template

  • Community

    Informational

    Learning: answer with guides

    • indie game discord server setup
    • devlog ideas
    • reddit indie game promotion rules
    • game jam for beginners

06 · AVOID

Common mistakes

  1. Starting marketing at launch

    Games that launch to no followers rarely recover. Build the page, the clips and the community months before release.

  2. A hook that needs explaining

    If a clip needs a paragraph of context, it won't travel. Make sure the first seconds of footage show what's different.

  3. Posting bare store links

    Reddit game communities ban bare store or download links and limit self-promotion. Lead with gameplay media and follow each subreddit's rules.

  4. Paying for showcase slots without a budget

    How To Market A Game reports leaked prices for paid showcase slots in the tens of thousands of dollars per minute. Free showcases and festivals are the right start for small teams.

  5. Sending keys to anyone who asks

    Key scammers pose as press and creators to resell keys. Check the channel and the email domain, or use Steam Curator Connect.

07 · WHAT OUTPOST DOES

How Outpost helps

  • Keeps one calendar of showcase, festival and jam deadlines matched to your genre, with reminders well before each form closes.

  • Drafts press pitches and a fact sheet from your confirmed facts. It never invents features or quotes.

  • Drafts Reddit posts and devlogs around your progress, timed to when you can answer comments, for you to post from your own account.

  • Finds YouTube creators who cover your genre and drafts personal pitches for you to send from your own mailbox.

  • Counts clicks on every tracked link next to the wishlists and follows you share, with a receipt for every submission and post.

Every action Outpost takes gets a receipt: the live URL, a timestamp and what it drove, or “nothing yet”.See how receipts work

08 · QUESTIONS

Frequently asked questions

How much should I spend marketing an indie game?

You can start at $0. The free levers (clips, a press kit, free showcases, festivals, jams, Reddit, Discord, creators) are the right foundation for small teams. Paid showcase slots and PR packages come later, if ever.

Steam, itch.io or both?

Most commercial PC games aim for Steam because wishlists and festivals drive sales there. itch.io is free and great for jams, prototypes and demos. Many developers use both, with itch.io early and Steam for launch.

Do press still matter?

For credibility and some sales, yes, but creators and communities usually bring more players to small games. Have a free press kit ready and send real news only.

Are game jams worth the time?

If you want to test an idea, get feedback and find early followers, yes. Jam audiences are mostly other developers, so treat jams as research and network, not sales.

When should I start a Discord server?

Once you're showing the game publicly and have somewhere to send interested people. A small, active server beats a big, silent one.

How fast will this work?

Clips and showcases can bring spikes in days. Building a following that turns into launch sales usually takes months, which is why it should start well before launch.

Should I also launch on the Epic Games Store?

Often yes, as a second store once your Steam page is working, if your game meets Epic's rules: Epic Games Store developers keep 100% of the first US$1M net revenue per product per calendar year (resetting each 1 January from 2026, applied automatically), then 88/12. Epic First Run is an opt-in 6-month Epic-exclusive window paying 100% net revenue; it is open only to new games not previously released on another third-party PC store, and afterwards the standard 100%-of-first-US$1M then 88/12 terms apply. Epic lets games use their own or a third-party payment solution for in-app purchases, keeping up to 100% of that revenue. Epic requires multiplayer games sold on other PC stores to support crossplay with them, and products added to its publishing tools after 9 March 2023 to enable Epic achievements if they offer achievements on other PC stores. Listing on Epic Games Store is paid. $100 per product plus local taxes; not refundable but recouped after $1,000 on EGS. Developer keeps 100% of the first $1M net revenue per product per year (resets every Jan 1 from 2026), then 88/12, applied automatically to Epic-processed payments. A separate opt-in 'Epic First Run' gives 100% for a 6-month exclusive. Free alternative: itch.io or the Microsoft Store PC path (free) Epic First Run is irreversible for its six months, so Outpost asks you to confirm it before planning it.

10 · EVIDENCE

Research sources

Every fact on this page comes from one of these sources.

  1. GamingOnLinux: Over 19,000 games released on Steam in 2025gamingonlinux.com

    Third-party: about 19,000 Steam releases in 2025; nearly half with fewer than 10 reviews

  2. How To Market A Game: Festival directoryhowtomarketagame.com

    Festival deadlines and costs; deadline alerts

  3. How To Market A Game: What are game showcaseshowtomarketagame.com

    Showcase plus demo plus trailer; leaked paid slot prices

  4. Wholesome Gameswholesomegames.com

    Seasonal submission form; stance against AI-generated art

  5. Day of the Devsdayofthedevs.org

    Programs provided entirely for free

  6. Day of the Devs submissiondayofthedevs.org

    Selection weighs novelty and prior showings

  7. Tiny Teams developer infoyogscast.games

    Teams of five or fewer; entry window

  8. Games Press: How to submit newsgamespress.com

    Free email submission route

  9. Games Press partner comparisongamespress.com

    One free announcement a month

  10. IMPRESS pricingimpress.games

    Free plan with up to 3 press kits

  11. itch.io creator FAQitch.io

    Free; creator-chosen revenue share

  12. Discord: Self-botssupport.discord.com

    Self-bots forbidden

  13. r/IndieGaming rules summarythreadotter.com

    Third-party: promotion allowed with disclosure; limits on bare links

  14. 80.lv: Ludum Dare to end in October 202880.lv

    Third-party: remaining Ludum Dare schedule

  15. GMTK Game Jam 2026itch.io

    GMTK Game Jam runs in late July (2026: Jul 22-26)

  16. Ludum Dareldjam.com

    Ludum Dare events run in April and October

Last reviewed . Search volume: DataForSEO Google Ads, US/en, Oct 2026.

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