Indie game marketing on a zero dollar budget - Tutorial

So you're busy programming your wonderful innovative indie game, and you'd love to be able to sell it to someone when you're finished!
This tutorial will cover marketing and how to get your game noticed without spending a cent.
Can't afford a PR firm? Don't want a publisher? Hopefully these tips and tricks will help you out.
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Timestamps:
Why Bother? - 01:05
Early Development - 02:45
Get a dev blog - 03:04
Get a website - 03:55
Social Media - 04:30
Twitter tips - 05:16
Mid development - 05:52
Cut a trailer - 06:10
Press kits - 06:46
Contact the press - 07:10
Pre-Release - 08:20
Cut (another) trailer - 08:36
Check everything - 08:54
Review copies - 09:05
Contact press (again) - 09:16
Influencers - 09:30
Release - 10:27
Post-Release - 11:09
Scams - 11:30
Discounts - 13:06
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Grab Bannerman on Steam:
store.steampowe...
Bannerman: www.bannermanga...
Web: www.armitagegam...
Twitter: / armitagegames
#tutorial #gamedev #marketing

[@SolosSpirit]

Hey there. I'm a young starting game developer in the process of my first work... I looked your game Bannerman on Steam and Steamspy, it says you sold between 0 and 20.000 copies. I'd like to know how much money it made you in the two years and one months it's been out, for my sake. I'd also like to know how much of the 9.99$ you take home. I hope all these questions are not intrusive or rude, I'm really just trying to project my future and I need this kind of data. Also I'm a big fan, can't wait for the dungeon game to come out! best of everything Thomas

[@cookiestudios2565]

well steam takes 30 percent of total revenue i believe.

[@mjaada]

Thanks for making this video!

[@meltingdoggo4647]

Madsf Jaada you welcome :D

[@kidando]

Thank you for the tips. I think I would add emphasis on being disciplined or developing a good work ethic as far as marketing solo is concerned. I mean, if you want to substitute having a publisher or marketing company to make all the money for yourself... then you must seriously think about the gap that exists between you and them. They are an organisation whose sole purpose is marketing. You will have to step up your game and be more committed to making sure your game get's noticed. Again, great video

[@aronsoos83]

This video has an insane view/engagement ratio and it is totally deserved! Let's make you go viral. :)

[@BiohazardEXTREME]

I never hear about the scammers and stuff in other people's marketing tips. Thanks for the warning!

[@timbot83]

Thank you for this video, really puts thing into perspective for indie devs!!!

[@mdstevens0612]

Damn, I started a dev log on Gamejolt but I sure feel like I'm far behind on this after watching. Thanks for the vid, it's a wonderful watch for any aspiring developers!

[@defaultdan2947]

This was very informative! Crazy you were able to fit this much juicy information into a 14 minute video. Look forward to seeing you apply what you've learned here to your next project!

[@fallenhoenix1255]

This is probably by far the absolute BEST advice I've ever heard for marketing my game! Thank you so much!

[@rodhnik7101]

I work on my game projects out of hobby reason, but maybe it turns into something far more serious...Who knows..

[@ThinkCitric]

Thank you for sharing so much useful information! My game is at the early stage, and I'll definitely need to view this video a couple of times more in the future, when the demo will be ready.

[@SharifSourour]

You're right about the follow/unfollow strategy unless you actually have a marketing product, for instance if you did a more advanced and in depth version of this video and turned it into a course, or maybe made multiple such courses and put some behind a paywall that could be a product to sell to people who do the follow/unfollow thing themselves since they clearly are interested in that kind of thing.

[@NeverduskX]

What a great video! I'm glad I stumbled upon it.

[@Gary1q2]

Crazy informative video, thank you.

[@JamesSkuzz]

The worst part is your parents don't understand that you had a stroke from working too hard and think your lazy.

[@kelvinrawson1729]

Thanks! More helpful than 4 hours of speeches about the state of "the indie market" at GDC

[@benjaminramsey4695]

Wow, this is a very useful concise summary of a lot of good tips, thanks!

[@dandermelyov7954]

Short but informative. Good video, big thanks for it!

[@examinestudios2410]

Dude, you are looking happy now! You have done well! I plan on getting the game soon. What is the next project?

[@RadioArmitage]

You'll get to find out when the first episode of JMG season 2 goes up ;)

[@JimPlaysGames]

Thank you for this. Very helpful!

[@TheAmbientWarrior]

So Pewdiepie writes like he talks I guess.

[@infiniteammo6915]

This is very useful, keep it up.

[@LittleBlender]

Love the simon stalenhag background image!

[@PolyMadd]

"Pick your poison"... I love it. Whywhywhy... I want to make games, no fucking market it ufffff!!!

[@GabrielLima-gh2we]

Awesome video, it's very informative, thank you.

[@guilleacq]

Oh man, this video is so good, I can clearly see the effort you put in it. It's really helpful, I am subscribing!

[@GhostCreativeStudio]

Hi I would like to add translated subtitles (to spanish), but the option is disabled, could you activate it for this video?

[@RadioArmitage]

Hey mate, sorry about that. It should be setup correctly now.

[@MichaelDowns]

Hey Michael, it's Michael here. Just wanted to say I LOVE Berserker Quest! I didn't recognize the name Armitage at first but once I saw that game on screen, my mind was blown! Really good tips and I'll make sure to employee them later on my journey down this winding path :D

[@RadioArmitage]

Good luck man! I wish you all the best!

[@letenebrae3164]

I know many people who would charge dearly for such information. Thanks, you are doing a great job

[@aliesfahanian2103]

Hello, first I want to say thanks for the video. Also, I have a question to ask. I really want to know how much time did it take from you to finish the Bannerman?

[@RadioArmitage]

Hi James, it took about 2 and a half years to complete Bannerman. If you're interested check out the Just Make Game Season 1 series on this channel. It documented the whole process month by month!

[@aliesfahanian2103]

Thank you.

[@SharifSourour]

Neil Patel who actually is a marketing expert and makes millions selling software, suggests to do the follow/unfollow thing...

[@gemdeeps560]

Crazy helpful info here! I have been looking for this type of information for so long, and this is by far the best video there is on the topic.

[@hbloops]

Hey man, Awesome vid, and I also love your Trailer. Me and my friend are making our first real game (7 months into it, releasing this summer), and you really inspired me right now. I feel like the dream is real! So I just wanna say thanks and have a nice day!:)

[@borzonstudios8638]

How can you make a proper website for free? All options I've ever seen do not allow you to do this. You need to buy a domain, pay a regular amount to maintain it etc.

[@nicholasrandall3507]

Currently developing a game wuth a small team, did not realize how early we could have started markting. Thank you!

[@weihangkhoo1254]

Best video about how to do the marketing!!!! Not like others video from GDC, they never teach how to do it instead of just saying the tips or something

[@hommadegames6814]

waw !! one of the best video about indie games ever, I am also an indie game developer since a couple of month and I realized that developing and realeasing a game isn't the hardest work at all. the marketing is more than necessary. it piss me off to see some crappy games downloaded by millions and some great games never hit 1000 downloads. and there is no solutions but marketing for that

[@mikeellis7434]

Solid Like. Cheers that was really helpful as I am right at the beginning on the process.

[@rosse119]

I have watched this video loads now, thanks so much

[@TGHoly]

Thank you this very informative but I still have no idea how to get people found my game video on youtube....it's like not only I need to promote my game via youtube but I also need promote my YT video which could led me no end...

[@RadioArmitage]

If you're looking to promote a trailer or other promotional video, the majority of my views have come from outside KZbin where it has been linked to in reviews, forum posts, Reddit etc. If people start talking about your game then they will find your trailer and other videos you have uploaded. The most important thing is to send your game out to people who will likely discuss it and share it with others.

[@robertovilhenasanreno5770]

Great video! I love you! (But I am not gay...)

[@tdmxross]

haha

[@terraclock]

You should’ve said *N O H O M O*

[@tableprinterdoor]

12:03 this is the funniest thing I've ever read

[@171694]

Awesome video! Thanks!

[@officialspock]

Nice to see an Aussie Indie Dev. I haven't watch the whole video yet but I would like to ask, did you open up a company first before starting or you open up after when you are already earning money or did you open at all? How do you handle taxation? (ATO and stuff). Thanks man, just sub on you.

[@RadioArmitage]

Hey mate, I started up Armitage Games when I began development, so I essentially ran at a loss for two years. I currently run the company as a sole trader, I'm not incorporated or anything like that at this stage. Taxation is similar to any other time you're using an ABN and can be easy enough to handle yourself, but I do recommend checking in with an accountant as to what's the best for you. It can get a bit messy as the majority of your income be it from Steam, Google etc will be coming from overseas, especially when you start looking at GST and all that other fun stuff. Cheers!

[@Top10AINews]

Great video! Realy appreciate the advice since i'm going through this process myself. Good job!

[@jinyoung1900]

why haven't I heard about this awesome game? Just checked out your store page and the music is so awesome

[@kamilorado6979]

Awesome! Thanks!

[@Jigsaw2383]

Great info, thank you sir! I hope you can help me, im currently developing a video game and I need marketing but what about copyright? What if someone steal my idea?

[@tdmxross]

you can copyright your game by registering it. as i know, every country has a copyright website. you should google it. registering your game doesn't cost that much.

[@emilartpunklars4219]

Thank you Very much! Learned a ton

[@VideoIgraZaVasilLevski]

Very good video!

[@mrpainers]

Great video, thank you for posting mate. Plenty of helpful information.

[@zxGHOSTr]

Any experience with Discord instead of mailing list?

[@RadioArmitage]

Not personally no, but there's no real reason why that can't work!

[@BizmasterStudios]

Really informative! Great video :)

[@MisterFonkey]

Really useful! ^^ Just wondering if the email you sent to "Jim" is actually representative of an e-mail you would send to a real reviewer?

[@RadioArmitage]

Yeah, pretty much!

[@coxyofnewp]

Where do I claim my reward for watching all way through!! ;) Many thanks for video, very informative !

[@tdmxross]

🐰 here is a bunny as your reward. :D

[@bunggo9914]

thank you this is really helpful!

[@aussieraver7182]

7:39 LOL!

[@skychan5074]

Your videos seem to be way more popular than your game...

[@RadioArmitage]

Not quite, I live off my game's income and these videos make about 10 bucks a month.

[@FragosoEntertainment]

Thanks for the information you provide some very excellent points when it comes to marketing your indie game. I will defiantly use the information that you have provided:)

[@Chewi_Kitten]

What about the art work ? I'm good with code but not sure with Art

[@RadioArmitage]

Mate I'm more is a coder than an artist, and I'm afraid my advice isn't very helpful... My advice is to either hire an artist or learn how to be an artist like marketing, it either costs money or time.

[@randomdude_2000]

Incredibly valuable information thanks!!!!

[@Amelia_PC]

Great video! (And thank G, Steam Greenlight doesn't exist anymore).

[@rl7animation]

Awesome video, and very informative. I have been finishing up my first ever indie game. Now just shooting emails to game news sites to hopefully get the word out. Wish me luck.

[@charbomber110]

If anyone asks for a "review copy" post release or more, just give them the "Game" but when you boot it up it just says "No, you won't get a review copy, buy it yourself you waste of human space" or something.

[@Zartekbr]

Great Tips! About setting up a website, how does one go about doing it on a zero dollar budget? I mean how can you get free hosting and a not-awful-looking domain name? Is there a service out there that i'm unaware of?

[@jokered1133]

well by making this video, your video game will have more competition, but i respect the fact you are helping the community.

[@DMalenfant1]

Thank you, you are awesome, first video and subbed. Been researching how to open my own business, passive income, how the rich think and ect.

[@Bapfal]

Hey, just wanted to let you know that your direct link to the steam page in the description does not work. :) I know where to find it, but since this is a about marketing, I thought I should tell you ;) Informative video, thank you!

[@RadioArmitage]

Whooooopsie! Cheers matey ;)

[@tonipejic2645]

This video is very inspiring. It gives me hope that I can do something with 0 budget. Thanks!

[@hamednaseri9239]

usefull tips,I am about to publish my first game. i am gonna use them. nice voice to mention!

[@spaceswiftgame2744]

Thanks! Your videos are really helpful!

[@joshuadavenport9681]

Great video! Very clear and organized. Thanks for chronicling your development for all of us. Keep up the great work.

[@SuperKREPSINIS]

what is press an where to found them

[@Teabone3]

subbed :)

[@clockworkhippogames]

Great Video. Lots of useful info to digest. Many thanks!

[@CheeseChuckie]

Who else paused to read the entire BM email? xD

[@selenearts4933]

Very helpful, thanks for the tips!

[@yolandimare1]

You look a bit like Dan Bell. (Also a KZbinr)

[@alixperdomo]

what are review codes?

[@RadioArmitage]

Alice Perdomo Steam (or other platform) keys given to an influencer for free so that they can play through a game in order to review/stream it.

[@colakogluilker1126]

Awsome info. Gratzi.

[@sunalharbi]

Great tips ! ,, Thank you

[@ABGroup25]

How much time did you take for coding your first game

[@MaxAigner]

Really love that video! :D :D also was a great help!! :)

[@Frank_havre_creation]

What is my award?

[@tdmxross]

🐰 here's a bunny

[@tuxjsmith]

Brilliant thanks.

[@blzy2305]

Which press guys can you contact for example?

[@RadioArmitage]

Have a look at some online publications/blogs/youtubers that cover games. Try to look for games that are like yours in some way (same genre, same platform etc) and contact the publication if you think your game will be a good fit for the content they create. Websites might have contact details listed for individual writers or a contact form that you can use.

[@nikolabl8154]

Are you making some dough from your games? Or are all f2p?

[@RadioArmitage]

Hey man, at this point I have one commercial game; Bannerman, which is up for sale on Steam and a bunch of little f2p titles from years ago which can be found on Gamejolt.

[@felixclotida3468]

your awsome

[@valleando]

Thanks a lot ill start a dev blog

[@magnusm4]

-Make a block move -Make your character move by watching Brackeys, quill18 or Shane Beck -Make it feel good -Add the extra details like wall jumping -Take time off learning a new feature nobody else has -Once done download SketchUp -Make some simple but good looking levels or buildings -Do another new thing, keep your work flexible -Learn Blender basics like this video kzbin.info/www/bejne/l3KyZXaVbd5jrZo -Make that character or something similar -Redo everything until you get a solid foundation you know in and out how to fix or change -Find some painting software like Krita or Opentoonz to draw, they're amazing and free -Make some icons and learn to do draw textures, this can be done in Blender directly on the model. Fucking amazing -Git gud at drawing -Stop working on the game and work on another side project in another genre like an open space shooter, take time off to calm down but stay flexible release -Make a demo, only stuff you will add in that condition like the game will be or you're a fucking cunt like big developers that faked Colonial Marines demo. Don't be a cunt bonus points -Don't do anything like playerunknown, not anything bland and predictable, nobody will care if it looks like everything else done a million times done bad a million and one times -Make your base code flexible so it's easy to add new weapons and ideas and test them quickly. Quicker means more content and more content is a virtue many games don't have -Unity: Occlusion Culling, LOD "Level Of Detail", Post Processing, lighting settings and features, particle system. Learn these things to easily optimize and make a beautiful game without high graphics. -If you can't make music or know a free software like I don't then do like the creator of FNAF and use your limits to your advantage like sound effects instead, Audacity to change sounds -Know why you want to make a game and how you want to feel. The environment of Freddy Fish or Pajama Sam, the fluid movement and atmosphere of Blood or the creativity of Psychonauts. Know what you want and something you want yourself so you're motivated to make it like knowing you'l get an ice cream if you run 1 kilometer. -BaBy steps mate. Focus on moving and only moving nothing else. Then build on one thing like making an object appear then where it should appear and then where it rotates and then what it will do. Take each step of everything one at a time and make sure it works, so you know that it's the current step that has something wrong, not the previous. -As a programmer you're gonna fuck up all the time. A typo, a line that isn't right, a variable that fucks everything up or you used the wrong method and you don't know why or how. It will never stop so get used to failing over and over and over in everything you do. You finish it once then you fail the next step and have to do it over again to fix it. You're a failure and we all are and we're never gonna be flawless gods hitting bullseye half the time. Even slow tutorials like the three above fail a lot in their tutorials cause it's fucking hard, but so fucking worth it and you have all the right to gloat and brag cause it's that hard and that rewarding

[@tdmxross]

This was surely helpful. I'm a bit nervous about my game. i've borrowed money from my friend to pay the steam direct fee, can i earn enough to pay him the money back? should i release my game or not?

[@rock_ok]

what is a code?

[@cosmo8860]

rock ok are you being serious?

[@tdmxross]

keys

[@ABGroup25]

please answer

[@weyoun9th]

Cool tune at the end. How is it called?

[@RadioArmitage]

It's the theme to my series Just Make Game, you can find it here: kzbin.info/www/bejne/mpKsp5eCi62lgZo

[@ABGroup25]

How much time did you take for coding your first game

[@RadioArmitage]

Hi! My first commercial game, Bannerman, took approximately 2 and a half years to complete.

[@ABGroup25]

Arm it age Games sir "small doubt " can I have 3gaming engines unreal engine unity godot3 in a single PC 16GB RAM

[@fluffybunny3178]

where is my reward? I made it all the way through.

[@tdmxross]

🐰 bunny for bunny

[@fluffybunny3178]

nice. thanks

[@megasupernewbie]

If I had a cool arena shooter like pubg or somethin I probably wont be watching this vieo :P just saying heh... although who knows maybe marketing team for pubg did use youtube to their know how

[@ABGroup25]

sir what the computer you use

[@RadioArmitage]

Hi there, my PC is a few years old now at this point: Intel i5-4690K 16GB RAM GTX 760 128GB SSD 2TB HDD

[@ABGroup25]

Thanks ,your answer means a lot

[@ABGroup25]

Sir, Did you biuld your PC by your own

[@RadioArmitage]

Yes, I did build this one myself.

[@stevo728822]

Provide a time restricted version of the game.

[@novodrich7987]

For marketing just ask a friend to do it for free