Fix Gaming Channel's Guide to Indie Game Success with Contributions from Aidan Minter

Getting people to notice your indie game takes work. There's no big marketing team, no endless budget—just you, your game, and the challenge of making people care. The good news? You can do it. It's all about getting started early, sharing your progress, and making real connections.

As someone who reads hundreds of emails every day, I see all kinds of approaches developers and publishers take to promote their games. Some do it right, others miss key opportunities, and a few really stand out. My job is to help games get seen, whether they need a boost, a little more visibility, or just the right push to keep momentum going.

But marketing starts long before a press email goes out. It begins the moment you start building your game.

Section 1: Start Early with a Weblog

If you wait until launch day to promote your game, you're already too late. Marketing starts way before release. One of the best ways to build interest early is by keeping a development blog.

Show Your Progress

• Start posting updates as soon as you have something to share.
• Show early ideas, concept art, and game mechanics—it doesn't have to be perfect.
• People like seeing how a game comes together. It makes them feel involved.

Stay Active

• Post updates often enough that people don't forget about your game.
• Even small updates keep interest alive.
• If you disappear for months, don't expect people to remember you.

Let Players Be Part of It

• Ask for feedback on mechanics, art, or anything else.
• Run polls and let people vote on ideas.
• The more they feel involved, the more likely they are to support and share your game.

Industry Insight: Aidan Minter on Indie Game Marketing

Fix Gaming Channel reached out to Aidan Minter, a video game marketing and PR professional with over 25 years in the industry, including nine years at the video game PR agency Plan of Attack. Minter has worked with publishers like JVC, Atari, Midway Games, and Toplitz Productions, supporting a range of games including Permafrost, Medieval Dynasty, Pillars of Eternity II: Deadfire, Warhammer 40K: Darktide, UnMetal, and War Thunder.

We asked him, What should indie developers and publishers focus on when promoting their games?

Community Comes First

"Community building is the secret sauce to any successful game launch. Starting early, talking about your product, being transparent, and inviting the community to share your journey are absolutely essential factors. Alongside that, increasing the awareness of your game through the relationships you forge with content creators is equally important. We're in the midst of a huge shift in videogames right now but essentially the way in which your game is perceived comes down to the steps you take early on, you have to go and find your audience, the dynamics of game discovery are becoming increasingly more challenging as more and more games are being released."

The Attention Economy is a Real Challenge

"In the current climate, the attention economy factor is often overlooked; this is the amount of time consumers now dedicate to gaming due to the fact there are now so many other forms of digital entertainment on tap, from music to film and TV shows through streaming services such as Netflix, Disney Plus, Amazon, and Spotify. Consumers have even less time to notice new games because their attention is being pulled away by other forms of entertainment more than ever before. This is often overlooked because it doesn't just relate to the spare time people have but also the amount of money they are spending as well. Additionally, players aren't driven to playing through newer games as much as they used to. In 2024, nineteen thousand games were launched but only 15% of playtime was spent on them compared to 37% for games released more than eight years ago according to recent Steam data."

What Makes Your Game Stand Out?

"Having a game that's really unique, bringing new ideas and a huge fun factor to audiences speaks for itself. The biggest question to ask yourself is 'How fun is my game to play?' Defining what makes it wholly unique or different are the first building blocks of your communication pillars to build on."

Note: The insights from Aidan Minter were provided directly in response to an inquiry from Fix Gaming Channel specifically for this article to offer expert guidance on indie game marketing.

Showcase of Aidan Minter's versatility in the gaming industry, featuring 'Permafrost' and 'Industry Giant 4.0.' These titles highlight his broad expertise from strategic simulations to immersive arctic survival experiences.

Section 2: Use Social Media for Everything It's Worth

If you're making a game, social media should be part of your daily routine. It's one of the easiest ways to get your game in front of people, and you don't need a budget to make it work.

Be Everywhere That Matters

Different platforms reach different types of players. Use them all:

• X (Twitter): Post updates, screenshots, and teasers. Join gaming discussions, use hashtags, and reply to people.
• Discord: Set up a server for your game. Players love having a direct place to chat, ask questions, and share ideas.
• YouTube & TikTok: Short videos, gameplay clips, and devlogs do way better than plain text posts. Use them.
• Rumble: Another solid platform for game trailers and updates, plus a different audience than YouTube.
• Reddit & Instagram: Find gaming communities that fit your game and get involved.

Engage, Don't Just Post

• Talk to people. Answer comments, reply to posts, and be part of the conversation.
• Share content regularly, not just when you have big news.
• Cross-post your updates everywhere so more people see them.

Make It Easy for People to Find You

Your links should be everywhere—social bios, your Steam page, Discord server, website, everywhere. If people have to search for your game, you're already losing potential players.

Section 3: Get in Touch with Streamers, Outlets, and Creators

If you want people to talk about your game, you need to reach out—but sending random emails won't get you far. You have to find the right people and approach them the right way to get results.

Find the Right People

Not every streamer, outlet, or creator will care about your game. Do your homework before reaching out. Look for:

• Streamers who play similar games: If they already enjoy the genre, they're more likely to check yours out.
• Indie-friendly websites: Some sites focus only on AAA titles, while others cover indie games. Contact the ones that actually support indie developers.
• Creators with real engagement—big numbers don't always mean influence. A smaller, engaged community is often better than a huge, silent one.

Reaching Out the Right Way

• Make it personal. Nobody likes copy-paste emails. Show them you actually know their content.
• Keep it short. Get to the point fast. A few sentences about your game and why it fits their audience.
• Make it easy: Include direct links to your trailer, screenshots, and game info. Nobody wants to dig for details.

Give Them a Reason to Care

• Let them play it. A game key or early access makes it way more likely they'll cover it.
• Tell them why it matters—What makes your game stand out? Why should they care? Make it more than just another release.

"Permafrost," developed by SpaceRocket Games and published by Toplitz Productions, exemplifies the strategies discussed earlier in this article. Below, you'll find a gameplay video that showcases the unique elements SpaceRocket Games has infused into the game, highlighting the marketing savvy of Toplitz Productions in bringing this title to a broader audience.

Our Gameplay Video in Ultrawide Resolution of Permafrost:

Section 4: Make a Press Kit That Works

A good press kit makes a huge difference. I go through hundreds of emails every day, and I don't have time to search for details on every game. A well-prepared press kit can mean the difference between getting covered and being ignored.

What to Include

• A short, clear description of your game
• Key features in bullet points
• High-quality trailers and screenshots
• Logos and artwork
• Game key (if possible)

The Last and Most Important Thing: Never Give Up

Some days, it'll feel like you're shouting into the void. Other times, things pick up when you least expect it. That's how it goes. The key is to keep going.

Not every game blows up overnight. Keep sharing, keep talking, and keep pushing. If you believe in your game, don't stop.

And if you ever need help getting the word out, Fix Gaming Channel is here. Let's talk.