Marketing a game is often more challenging than building it. You might have spent months crafting mechanics, art, and story, yet when you post your trailer or screenshots, almost no one sees them. It is frustrating, but the reason is usually simple. Most marketing fails because it starts at the wrong place or relies on random tactics rather than a structured plan.

The good news is that marketing a game does not have to cost a fortune. In fact, with careful planning, smart content, and a clear understanding of your audience, you can generate real traction without spending hundreds or thousands of dollars. Here, I will walk you through all the strategies that you can start implementing today, all of which are either free or inexpensive. Each strategy is explained in detail, with examples and practical advice, so you can see immediate results.

Get the Foundations Right

Before you post a single screenshot or trailer, you need strong foundations. Solid groundwork prevents wasted effort and ensures every marketing action has an impact.

1. Define Your Target Players and Core Hook

The first step is knowing who your game is for. Define your ideal players by platform, genre, age group, and play style. The more specific you are, the more targeted and effective your marketing will be. Avoid trying to appeal to everyone.

Once you know your audience, create a core hook. This is the short, memorable idea that communicates why your game is unique. Your hook is not a list of features but a statement about the experience your players will have.

Example: Hades positioned itself as “fast-paced combat where failure moves the story forward.” Stardew Valley emphasised “build a peaceful farm at your own pace and uncover hidden secrets.” Each hook immediately tells players why they should care.

Mini Exercise: Write one sentence that summarises your game’s experience and unique appeal. Share it with a friend who has never heard of your game. If they immediately understand and show interest, your hook is strong.

Tip: Use your core hook everywhere, including store pages, trailers, social media, and community posts. Consistency builds recognition and trust.

2. Create a Simple, Focused Landing or Store Page

Your store page or landing page is the central hub for all marketing. Even a free platform like Steam, itch.io, or Epic can be highly effective if used correctly.

Make sure your page includes:

• A strong headline using your core hook
  
• A concise description highlighting gameplay and unique features
  
• Your trailer front and center
  
• High-quality screenshots showing action and style
  
• Wishlist or buy buttons that are easy to find
  
• Optional email signup for updates
  

Mini Exercise: Review your current store page. Can someone immediately understand your game within 10 seconds? If not, refine your headline, visuals, and description until it is instantly clear.

Tip: An organised and attractive page increases click-through rates and helps every other marketing strategy work better.

3. Start a Lightweight Devlog or Blog

Devlogs are a chance to show players the human side of your development. Post progress updates, design stories, or behind-the-scenes content that adds value to the player experience.

Example: V Rising shared development challenges and combat improvements in devlogs. Players felt involved and more invested in the game, and the content became shareable across social platforms.

Mini Exercise: Write a short post about one design challenge or feature you recently added. Include screenshots or a GIF to make it visually appealing. Share it on your store page or social media.

Tip: Devlogs not only engage players but also provide material for future posts, trailers, and social campaigns.

Show Your Game in the Best Possible Way

Your visuals and trailers are often the first impression potential players have. A well-presented game can capture attention quickly and convert viewers into wishlists or followers.

4. Build a Short, Gameplay-First Trailer

A trailer should focus on gameplay. Keep it between 30–60 seconds and start with the most exciting moments in the first five seconds. End with a clear call-to-action such as wishlisting or downloading a demo. Avoid cinematic intros that do not show actual gameplay.

Example: Hollow Knight opened its trailer with combat and movement sequences that immediately communicated the gameplay experience.

Mini Exercise: Identify the first 5–10 seconds of your gameplay that will hook a viewer. Edit your trailer to lead with this moment and add a concise call-to-action at the end.

5. Capture High-Impact Screenshots and GIFs

Screenshots and GIFs are essential for grabbing attention on store pages and social media. Focus on moments that show clear action, emotion, or your game’s unique visual style. GIFs are particularly effective because they convey movement and excitement instantly.

Mini Exercise: Take screenshots of three to five key gameplay moments. Turn the most dynamic one into a GIF and post it on your social channels or devlog.

Tip: Use screenshots and GIFs to complement your trailer and store page rather than replacing them.

6. Create a Simple Press Kit

A press kit makes it easy for journalists, creators, or festival organisers to feature your game. Include your trailer, screenshots, logo, short description, developer bio, and contact information.

Mini Exercise: Build a single folder or webpage with all these assets. Test it by giving it to a friend. Can they find everything they need to cover your game in under a minute?

Tip: A well-prepared press kit increases the likelihood of coverage and saves time for both you and anyone promoting your game.

Build and Nurture a Community

Community is one of the most powerful long-term marketing assets. Engaged players can provide feedback, generate social proof, and promote your game organically.

7. Open One Main Community Hub (Usually Discord)

Create channels for announcements, feedback, bug reports, and general chat. Welcome new members with a pinned “start here” post that explains your game and how they can participate.

Mini Exercise: Set up your Discord server, add at least three main channels, and write a friendly welcome post. Invite your first 20–50 testers or followers to join.

8. Run Closed and Open Playtests

Playtests help improve your game and generate early engagement. Invite your community, social media followers, or devlog readers. Collect feedback and ask for permission to share quotes or screenshots as social proof.

Mini Exercise: Organise a small playtest session with 10–20 players. Record feedback, take screenshots, and share highlights in your devlog or Discord.

9. Be Genuinely Active in Relevant Forums and Subreddits

Join communities where your target players already spend time. Contribute meaningful answers, feedback, and insights before sharing your game. Trust builds engagement; random self-promotion rarely works.

Mini Exercise: Pick two forums or subreddits related to your genre. Make three meaningful contributions before posting your game.

Tip: Being helpful first will make your promotional posts feel natural and increase the chance of clicks and wishlists.

Make Platforms and Algorithms Work for You

Optimising your presence on stores and platforms can dramatically improve visibility without spending on ads. Platforms favor games that appear active and engaging.

10. Optimise Your Steam or Store Page for Conversion

Your store page should not just look good. It needs to convert visitors into wishlists, downloads, or purchases. Focus on:

• Strong capsule and header images that immediately communicate your game’s style
  
• Short, clear description highlighting gameplay and hook
  
• Accurate tags for genre, themes, and mechanics
  
• First three screenshots showing the most exciting moments
  
• Regular updates via devlogs, news posts, or patches
  

Mini Exercise: Review your store page as if you were a player seeing it for the first time. Are the visuals, text, and gameplay examples clear and compelling within the first 10 seconds? If not, adjust your images, trailer, and text until it is instantly understandable.

Tip: Frequent updates signal activity and keep your game visible in algorithms and news feeds.

11. Use Free Events and Festivals Strategically

Online game festivals, themed jams, or platform-specific showcases are excellent ways to increase visibility without spending. They often attract media attention and potential players actively looking for new games.

Mini Exercise: Research upcoming online festivals or jam events that match your game’s genre. Submit a stable demo and prepare at least three posts (social, Discord, and devlog) to coincide with the event.

Tip: Make your demo polished enough to leave a strong impression, even if it’s short.

12. Actively Ask for Wishlists, Follows, and Reviews

Many players enjoy supporting games but need a clear reminder. Ask politely at the end of trailers, demos, devlogs, and social posts.

Mini Exercise: Write a short, friendly call-to-action for your next post: “If you like what you see, please wishlist our game to get updates and support development!”

Tip: Encourage reviews after players try your demo; this improves social proof and boosts discoverability.

Leverage Creators and Social Proof

Creators and user-generated content extend your reach without high costs. They act as trusted voices for your game.

13. Reach Out to Small and Mid-Sized Creators

Find YouTubers, Twitch streamers, or TikTokers who already play similar games. Send a concise, personal message including:

• A key to access your game
  
• Press kit link
  
• Reason why their audience will enjoy your game
  

Mini Exercise: Make a list of 10–20 creators in your niche. Personalise a short message for each, focusing on their content style and audience.

Tip: Small creators often have highly engaged audiences, which can lead to higher conversion rates than larger, untargeted creators.

14. Make Your Game Easy and Fun to Stream

Design your game so that exciting moments happen early. Add visible cues, in-game overlays, or prompts that encourage sharing clips. Games that are fun to watch naturally attract attention online.

Mini Exercise: Play through the first five minutes of your game. Identify any moments that could be visually exciting or funny for a viewer. Highlight these in trailers or tutorials.

Tip: Streaming-friendly mechanics increase the likelihood of user-generated content and social sharing.

15. Encourage and Highlight User-Generated Content

Fan art, clips, and screenshots build social proof and encourage more engagement. Feature these contributions on your social channels or Discord, always giving credit.

Mini Exercise: Create a weekly “community spotlight” showcasing the best player content. This encourages other players to contribute.

Tip: Recognition motivates players to participate, increasing engagement without extra spending.

Stay Visible with Consistent, Repurposed Content

Consistency is key to staying in the minds of players. One milestone or development update can become multiple pieces of content.

16. Build a Simple Weekly Content Routine and Repurpose

Choose 1–2 main platforms (for example, X and TikTok) plus your devlog or newsletter. Each week, turn one milestone into:

• A devlog post
  
• A short video or GIF
  
• Screenshots for social media and store page
  
• A Discord announcement
  
• Newsletter segment
  

Mini Exercise: Plan your weekly content calendar with specific milestones and corresponding repurposed content. Stick to it for at least a month.

Tip: Consistent, repurposed content maintains visibility over weeks and months, not just during launch.

30-Day Action Plan

To put all sixteen strategies into action, here is a practical roadmap:

Week 1: Define your target audience, create your core hook, set up your landing/store page, start a devlog.
Week 2: Produce your trailer, take high-impact screenshots, create GIFs, and assemble a press kit.
Week 3: Launch your Discord or main community hub, run a small playtest, participate in forums and subreddits.
Week 4: Optimise your store page, reach out to creators, and establish a weekly content routine.

Final Thoughts

Marketing a video game is about building a structured approach rather than relying on luck. By combining strong foundations, compelling visuals, community engagement, platform optimisation, creator outreach, and consistent content, you maximise visibility, engagement, and long-term growth.

If this process feels overwhelming, our team specialises in game marketing and can help you reach the right players effectively. From strategy planning to trailer production, community building, and festival outreach, we work alongside developers to make sure their games are noticed.

Contact us today to start marketing your game the right way and give it the visibility it deserves.