Strategies for Marketing Indie Games on Steam, Discussed in Podcast Episode 34 with Expert Chris Zukowski - Our Site's Podcast
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In an interview with game marketing consultant Chris Zukowski, Alissa MacAloon and the interviewer discussed strategies for small indie development teams to effectively market their medium-sized PC games on Steam. Zukowski provided a multi-step plan that focuses on optimizing the Steam store page, building wishlist momentum, engaging the community, leveraging built-in Steam marketing tools, targeting content creators, and smart pricing and discounts.
Key actionable steps include:
- Optimize the Steam Store Page
A well-designed store page is crucial. Make the game’s genre and appeal immediately obvious with sharp visuals, a clear and compelling trailer, and concise messaging that instantly conveys why the game is worth a player’s time. Use pricing tiers that end in .99 (e.g., $19.99) and prepare for sales discounts, as Steam users often buy during sales.
- Build Wishlist Momentum
Since Steam’s algorithm boosts games with higher wishlists, aim to build at least 1,000 wishlists before launch. This can be encouraged through Steam Next Fest participation (submitting demos months in advance to gain exposure) and early community engagement.
- Community Engagement and Feedback
Create a dedicated Discord server and other social channels where you regularly share development updates, behind-the-scenes content, and organize beta tests or feedback sessions. Engage players without excessive promotion to build a loyal community.
- Content Creator and Press Outreach
Research and reach out to YouTubers and Twitch streamers who specialize in your game’s genre, offering early access or exclusive content. Prepare well-organized press kits with key game information and assets, timing outreach to avoid clashing with major AAA releases.
- Leverage Paid Media and Remarketing
Use targeted paid ads and remarketing strategies based on player data to reach audiences who are more likely to be interested, while measuring campaign effectiveness carefully.
- Choose Niche or Less Saturated Genres
Marketing success can also depend on the game's genre. Games in less saturated or trending categories like horror or simulation typically draw more attention than generic types.
- Incremental Growth through Organic Traffic
Use tools such as Steam Playtest buttons to generate early organic traffic and build steady incremental interest rather than relying solely on big launch day hype.
Together, these tactics form a practical, comprehensive approach that small teams can realistically implement to increase visibility, build a community, and drive sales on Steam for a medium-sized PC game.
Note: Continuous community engagement and iterative marketing adjustments based on data are critical since there is no guaranteed formula for success on the crowded Steam platform.
Zukowski also recommended putting out smaller games on platforms like Itch.io and leveraging email marketing as part of the internet infrastructure. He emphasized the importance of email marketing due to the current drama on social media platforms, offering a sense of stability.
Technology plays a significant role in optimizing the Steam store page by providing tools for creating sharp visuals and concise messaging. Additionally, targeted paid ads and remarketing strategies leverage technology to reach audiences more likely to be interested in the game.
