The creation of the game is a feat. Months, and sometimes years of painstaking work, sleepless nights, endless edits, bugs, refactoring, testing. Finally, the cherished button "Release" is pressed - the game came out. You can exhale, right? Alas, no. Because This work is just beginning .

Indie-game market is oversaturated. Every day on Steam, Itch.io and mobile platforms, dozens appear, if not hundreds of new projects. Even a brilliant game can remain in the shade if no one sees it. Promotion and monetization are not secondary tasks, but the second half of success. You can be an outstanding developer, but if you do not learn to promote and earn money in your work, the project risks dissolving in information noise.

This article is a guide on what to do after the release: how to build a community, establish contact with the press, get to the streamers, and - most importantly - turn your game into a source of income.

1. Preparation for launch - the key to post -sulcurrency success

The perfect game marketing begins to the release . However, if you have already released the game, it does not matter. It is important to understand: every week after the release is a chance to improve the situation.

At least before launch:

• Steam page with a trailer and GIF animations.
• Accounts on social networks: Twitter/X, Tiktok, YouTube, Reddit.
• Site with a subscription form for news.
• Community in Discord (yes, even for one subscriber).

Platforms like Steam allow you to do "Relonch" With an update or discount, so that marketing can even start post -factual.

2. Building a community: players - your engine

Players are not just buying a game. They discuss it, advise friends, make fan art, memes, streams. It is they who turn the project into a phenomenon.

How to collect and hold the community:

Discord

Create a server and invite players from all channels. Divide it into rooms: discussion, bug-reports, news. Do active events, answer messages.

Twitter / X and Tiktok

Publish updates, art, insids. Share the backstage of the development: "This is how we did this level," "this is what was not included in the release." Subscribers are important to feel involvement.

Reddit

Community platform. Look for the subredreddites by the game genre: r/indiedev, r/roguelikes, r/gamedev. Do not save, but get into context.

Devlogs and blogs

If you lead a blog on itch.io or medium - continue. Stories from development are appreciated by both players and journalists.

The community is not about quantity, but about involvement. Even 100 people can become an army if they feel part of something living.

3. Working with the press: how to find out about you

Even today, the game press plays a role. Especially for indie. A good article on Kotaku, Polygon, DTF or Rock Paper Shotguun can change everything.

What is important:

• Press Kit: Gather in Google Drive or on the site trailer, screenshots, description, logo.
• Write the letters personally: "Hello, I am the developer of the game X. This is an atmospheric Roguelike about space. I would like to share a copy and trailer."
• Start with small blogs and sites. They respond more willingly.

It is also useful to register for Keymailer And Pressskit () - This automates communication with the press and streamers.

4. Influenser and streamers: Catalyst Popularity

The influence of YouTubers and Streamers is undeniable. One successful stream - and you have a full house in the store.

How to work with streamers:

• Start with Small channels - 500-5000 subscribers. They are more open and grateful.
• Offer game key and a few words about the project .
• Mark them in social networks: “@streamername has passed our first boss!”
• Allow the creation of content on your game: Let’s Play, Fashion, Memes - everything that revives.

Vampire Survivors She took off after a series of streams on Twitch. The game was simple, but spectacular - and instantly fell into trends.

5. Updates, Patchi and Roadmap: Show that you are alive

Players love live projects. Even if your game is already ready, regular updates are a powerful incentive to return and distribute.

Adviсe:

• Do it Clear Roadmap: what will happen in the following versions.
• Release Patches With a fixed bugs.
• Add Content updates: new levels, skins, features.
• Participate in seasonal events: Halloween, winter, summer.

Updates - a reason to talk about you again: in social networks, on streams, in articles.

6. Monetization: how to earn on an indie game

You created the game - now it is necessary that it brings income. There are many options, it is important to choose the appropriate for your project and the audience.

1. Direct sales

• Steam, itch.io, epic store - The main platforms.
• Use discounts, participate in sales, serve on Steam Fest.

2. DLC and extensions

Add content if you see that the players ask for more. But do not crush the game artificially.

3. Support via Patreon / Boosty

If you continue to develop the game or want to make a new one, offer exclusive content or early access.

4. Mercha

T -shirts, art, posters. Especially relevant for visually strong projects.

5. Mobile monetization

• Paid games: rarely work without a name.
• F2P + intra -game purchases: It is important to observe the balance without turning the game into a donation.
• AD-BASED: Suitable for arcades and casual games.

7. Platforms for growth: where to go further

Steam Fest and other events

One of the main catalysts of interest. Allows you to go to the window, collect a viviller, chat with an audience.

Game JAM-I

If the release was within the framework of jam - continue to develop. If not, participate in the following. This is advertising, feedback and idea for the next project.

Competitions and grants

Platforms as Indiecade, Devgamm, Indie Cup - a chance of recognition and promotion.

Localization

If the game has come in an English -language audience, open for the world. Russian, Spanish, German, Chinese-the most important languages ​​of Indi-market.

8. Do not forget about analytics

What to track:

• Sources of traffic (where the players came from).
• User behavior (what you like, where they go).
• Sales and funnels.
• Support requests and feedback.

Use tools: Steam Analytics, Google Analytics, Appsflyer. This will help make decisions, not guess.

Conclusion

Many people think that the release is the ending. In fact, this is only the first chapter. Making a good game is important. But Making it visible, understandable and accessible to players is the second half of success . Even the most ingenious ideas need promotion, communication, story.

Do not be afraid to be a marketer of your game. Talk about her, build relationships, make updates, look for your audience. Indie is not just a genre, it is a community, a style of thinking, trust between a player and a developer. And if you are sincere, active and believe in your game, the world will definitely answer.