No-Budget DIY Marketing for Indie Games

In this 2023 Independent Games Summit talk, Michelle Lega, Senior Producer at Armor Games, provides a framework for developing a marketing and PR outreach plan that only takes an hour of work a day. By the end of the presentation, attendees will have the knowledge to develop their own no-budget marketing plan that covers press outreach, social media, and more, with a minimal time commitment.

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[gamongames]

This seems like the ultimate talk on this subject for indie devs.

It covers it all, gives example structures and plans to follow and even when it doesnt go deep into something its still mentioned and contextualized so you can research it on your own.

Its a high level professional consult on a subject small devs struggle with, from macro to micro, and for free.

Thank you very much, Michelle.

[killymxi]

23:00 - Steam page created too early to have any gameplay video is a letdown. Occasionally, if I really see the potential behind screenshots, I may look for more info elsewhere like Twitter. But more often it is clear there is nothing to look for...
It doesn't have to be final but it does have to be interesting enough.

[nicholasandriani]

As an indie game developer, Michelle Lega's GDC talk on "No budget marketing" was incredibly valuable. I've worked as a narrative designer and writer for years now but have little experience with the hands-on aspects of game development.
Michelle's emphasis on building a community around your game and engaging with your audience is exactly what I needed to hear. Particularly her advice on using social media to connect with players and using player feedback to improve your game. I mean, I "get it, " intellectually, but it's the weekly, Monday-Friday workload that I needed to hear more about.
Michelle's talk was full of practical tips and strategies that I will absolutely implement in my own marketing efforts.
Thanks, Michelle!

[VilaRicaGames]

We all should thank Michelle and GDC for sharing such a rich content. This has been helping me greatly along with talks like the one from Jared J. Tan. Amazing work from all of you.

[fejori-tldo]

The topic was covered so well. I'm impressed!
It is sad that so many game developers handle marketing as an afterthought. 😥
Michelle speaks very well and the practical tips were amazing.
Thanks Michelle for the content, and the GDC team for bringing it here.
You guys rock!

[twoboxtoofurious]

Best talk from this year (of the ones I've seen so far) 🎉
Thanks and greetings from Argentina ❤

[Wishbone_Games]

Ive been making games for 3 years now and ive literally never marketed, so this is will be really useful for my new game

[TolgaDurman]

This is so nice. Marketing Bible for indie devs! Thank you Michelle Lega and GDC for bringing up this important topic in a such a great way.

[auroraRealms]

I cannot thank you enough for this talk, and all the tools that just filled my toolbox. Absolutely amazing.

[davejeltema]

Anyone have a link to the Ana Opara twitter thread about Tik Tok strategy mentioned at 21:40?

[mashafalkov]

This is such a great video on a complex topic that changes subtly every couple of years. Thank you!

[drawingmoo]

Amazing talk, thank you so much for making this available to folks. Any recommendations for board games? A lot of this applies, but the emphasis on channels like steam and de-emphasis on social media like Instagram (Facebook, I can understand not using) leaves me floundering a bit on where to start. Are the eyes really only on TikTok? As someone in graphic design and social media, it feels like a blind spot to only be using one channel for promotion.

[NekoPatty]

As an Indie Developer myself, currently working on The Tale of Two Nekos. This is really helpful

[RewdanSprites]

I screenshotted that hour a day marketing plan so fast. It was like BAM! Anyways, great talk. One day I'll start marketing it 😅...

[mrphu.]

Super informative talk especially for Solo Devs. Worth watching more than once indeed

[leolightfellow]

This is a useful GDC video, for sure. There's actual useful tools in here.

[QuelOhmCeGoerg]

This is one of the best guide for Indie teams. Thanks a lot !

[SwordofAslan]

While taking notes for this video, I amended your "story details" pitch example this way:
The beautiful town of Horseburg has been overrun by evil horses with a penchant for stomping crops…especially carrots. Only one hero can save them…a special cowboy with grit. Are you that cowboy? Do you have the grit?

*grins* I feel very proud of myself.

[strugglingdartist]

One of the most useful and informative talks I've ever watched here.

[Ratstail]

Pitch: Buy some eggs, train your team, and battle your friends in this turn-based monster battling game!

Well, I hope it works.