Frequently Asked Questions About Indie Game Marketing
Question 1: Why is this checklist structured this way?
Answer: The checklist follows a typical indie game marketing lifecycle: building awareness before launch, leveraging demos for feedback and wishlists, maximizing launch impact, and sustaining momentum post-launch. Each phase contains actionable steps with the 'why' to emphasize strategic importance.
Question 2: How much time should marketing take?
Answer: It varies greatly depending on the game, team size, and phase. However, consistently allocating <strong>some</strong> time each week (even just a few hours) for marketing is crucial. Don't treat it as an afterthought. Integrate it into your development schedule.
Question 3: How do I get my first 1000 Steam wishlists?
Answer: Current best practices from recent successful indie games suggest focusing on three key areas: 1) Create a compelling Steam page with high-quality visuals and clear value proposition, 2) Participate in Steam Next Fest and similar events, 3) Build a consistent social media presence sharing development progress. Start early - aim to have your Steam page up 6-12 months before launch. Use Mishon's pre-launch phase tasks to track your progress.
Question 4: What's the best time to launch an indie game?
Answer: Avoid major AAA releases and Steam sales. Ideal launch windows are typically January-February or September-October. However, the most important factor is having your marketing groundwork laid (wishlists, press contacts, content creator relationships) rather than the specific date. Use Mishon's launch phase to ensure you're ready regardless of timing.
Question 5: How much should I spend on indie game marketing?
Answer: Many successful indie games start with zero marketing budget, focusing on organic growth through social media, community building, and Steam Next Fest. If you do have a budget, prioritize: 1) Professional trailer/key art ($500-2000), 2) Steam Next Fest participation ($100), 3) Targeted content creator outreach. Mishon helps you maximize impact regardless of budget.
Question 6: What if I have a zero marketing budget?
Answer: Many checklist items focus on low-cost/free methods: consistent social media updates, engaging devlogs, building a Discord community, participating in online events like Steam Next Fest, and reaching out personally to relevant content creators or press.
Question 7: Is this checklist only for Steam games?
Answer: Many principles apply broadly (social media, press kits, community, content creation), but some steps are Steam-specific (Next Fest participation, wishlist strategy). Adapt tasks for other platforms (e.g., mobile ASO, console certification requirements) as needed. The core idea of phased marketing remains relevant.
Question 8: How do I get press coverage for my indie game?
Answer: Start by building relationships 3-6 months before launch. Create a clear, concise press kit with high-quality assets. Target smaller, genre-specific outlets first. Use Mishon's pre-launch phase to track your press outreach and ensure you're providing everything journalists need. Remember: focus on what makes your game unique, not just that it exists.
Question 9: What social media platforms should I use for game marketing?
Answer: Focus on platforms where your target audience actually is. For most indie games: Bluesky for dev updates, Discord for community, TikTok/Instagram for visual content, and YouTube for longer-form content. Don't spread yourself too thin. It's better to be active on 2-3 platforms than inactive on 5. Use Mishon to track your social media tasks and maintain consistency.
Question 10: How do I build a Discord community for my game?
Answer: Start early and grow organically. Key steps: 1) Set up clear channels and rules, 2) Share exclusive development updates, 3) Run regular community events, 4) Be present and responsive, 5) Use it as a feedback channel. Use Mishon to track your community building tasks and ensure consistent engagement.
Question 11: Should I release a demo before launch?
Answer: Yes, but strategically. Demos can significantly boost wishlists and provide valuable feedback. Best practices: 1) Release during Steam Next Fest or similar events, 2) Keep it focused and polished, 3) Include a clear call-to-action to wishlist, 4) Use feedback to improve the full game. Mishon's demo phase helps you plan and execute this effectively.
Question 12: How do I handle negative feedback during development?
Answer: View feedback as valuable data, not personal criticism. Use Mishon's demo phase to track feedback systematically. Focus on patterns in feedback rather than individual comments. Remember: negative feedback is often more actionable than positive feedback. Use it to improve your game and marketing messaging.
Question 13: How do I price my indie game?
Answer: Research similar games in your genre and scope. Consider: development costs, game length, visual quality, and target audience expectations. Common indie price points are $9.99-$24.99. Remember: your launch price sets expectations, it's easier to discount later than raise prices. Use Mishon's pre-launch phase to research competitors and validate your pricing strategy.
Question 14: What makes a good Steam page?
Answer: Key elements: 1) Clear, high-quality screenshots and trailer showing gameplay, 2) Compelling capsule image, 3) Detailed game description with bullet points, 4) Regular updates showing progress, 5) Community content (screenshots, videos). Use Mishon's pre-launch phase to ensure you're checking all these boxes and maintaining your page.
Question 15: How do I measure marketing success?
Answer: Key metrics include Steam wishlists (pre-launch), demo downloads and playtime (during events), content creator coverage (views, engagement), launch week sales and reviews, post-launch community growth (Discord members, social followers), and ongoing sales velocity.
Question 16: Is this checklist <strong>everything</strong> I need to do?
Answer: Mishon provides a strong, comprehensive foundation covering essential indie marketing tasks. However, every game is unique. You may need to adapt, add, or emphasize different tasks based on your specific genre, target audience, and platform.
Question 17: How do I use the 'Notes' feature effectively?
Answer: Use notes to add context specific to your game (e.g., 'Target audience: cozy gamers'), link to relevant documents (e.g., press kit draft GDoc), jot down ideas ('Collaborate with streamer X'), or track specific results ('Got 50 wishlists from this devlog post').
Question 18: Where's my data stored and how can I export it?
Answer: Your checklist data is stored entirely in your browser's local storage - it never leaves your device and is completely private to you. If you want to analyze your progress elsewhere (like in Google Sheets), use the 'Copy Checklist (CSV)' button at the bottom of the page. This will copy your data in a spreadsheet-friendly format that you can paste directly into tools like Google Sheets or Excel. The data includes your task status and notes across all phases.
Question 19: Why 'Mishon'?
Answer: Mishon (ミッション) is a loanword in Japanese from the English 'mission'. The goal of this tool is to make marketing both more familiar and achievable for indie developers by breaking it down into manageable steps similar to a quest/mission log in a video game.