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You don’t get a second chance at your game’s first impression. For indie devs launching on Steam, those first few days aren’t just important—they’re everything. Wishlists convert or don’t, the algorithm notices you or doesn’t, and players either show up or scroll past. That’s why having a 90-day launch plan isn’t optional; it’s your lifeline.
We’ve seen it over and over: the difference between a quiet launch and a successful one isn’t luck, or even budget—it’s preparation. A strong indie game marketing strategy sets the stage for visibility, engagement, and sales right out of the gate.
So if you’re 3 months out from launch or just thinking ahead, this is your roadmap. Let’s break it down, week by week.
Day 90–60: Build the Foundation
The key goal is to set the stage for visibility and wishlists.
If your Steam page isn’t up yet, stop reading this and go do that. Seriously. You can’t build momentum if you’re invisible.
Set Your Launch Date
Choose a realistic release window and lock it in. Avoid crowded periods like Steam Sales or Next Fest—unless you're part of them. You want breathing room. You want breathing room to stand out, not get lost in the noise. Research what else is launching around that time, such as major AAA drops, genre competitors, or similar indie titles. A quiet week can make a big difference.
Finalize Your Steam Page
- Optimized capsule art (your storefront thumbnail)
- A short but punchy description
- Trailer or at least a teaser
- Screenshots that show gameplay, not just vibe
This is your digital box art. Don’t treat it like a placeholder.
Start Posting Weekly
Get your social channels warmed up. You’re not promoting the game yet—you’re sharing the journey.
- Devlogs
- Screenshots
- Short videos
- Funny bugs (people love those)
You're building familiarity, not selling. Yet.
Get the Demo Ready
Steam users love trying before buying, especially if it’s available for a limited time. If you’re releasing a demo, it should be in bug-squash mode now. Polished, playable, and ready to impress, this is your chance to hook players, generate feedback, and build momentum before launch. You'll need it soon for:
Apply for Steam Events
- Next Fest
- Steam Strategy Fest
- Puzzle Fest
These events give massive exposure, but you need to apply in advance, often 1–2 months before.
Day 60–30: Turn Up the Volume
Time to lock in your messaging and grow visibility. You’ve got a page, a date, maybe a demo. Now it’s time to get eyes on it. Start showing off what makes your game special—your hook, your vibe, your voice. Use every opportunity to reinforce why players should care, and keep momentum rolling as launch day approaches.
Announce the Release Date
Loud and proud. This is your first big push. Create a trailer or teaser that announces the date clearly. Post it everywhere:
- Twitter/X
- TikTok
- Reddit (only in relevant dev or game communities)
- Discord
- Steam Community Hub
Make it feel like an event—even if it’s just you and a handful of players for now.
Start Your Press & Influencer Outreach
You don’t need IGN. You need people who play and cover games like yours, no matter the size.
- Small streamers
- Mid-tier YouTubers
- Niche blogs
- Indie game newsletters
Focus on relevance, not reach. Personalized emails beat mass blasts every time. Include a trailer, key art, and a link to the Steam page.
Pro tip: Offer early access or a demo build, not just a press kit.
Keep Posting, but Shift the Tone
Your early posts were “Hey, we’re making a game.” Now it’s: “Here’s why this game is worth your time.”
Think:
- Showcasing core mechanics
- Quick tutorials
- “Did you know?” Dev insights
- Player reactions or quotes from demo testers
Day 30–0: Full Steam Ahead
Maximize wishlists and engagement before the big day. This is where most indie launches fizzle. Don’t let that be you.
Now’s the time to stress-test your Steam page—tighten your hook, tweak your screenshots, and make sure it converts fast. Consider a “Coming Soon” mini-event to spark last-minute interest and build launch-day momentum. Every small moment now can mean a bigger splash when your game finally drops.
Final Trailer Drop
Make it slick. Show gameplay immediately. Keep it under 90 seconds. End with the release date and call to wishlist. Post it everywhere, again. Pin it. Boost it if you’re running ads.
Countdown Content
Create a series of short posts for the final 10–14 days.
- “10 days to launch!”
- “Fun fact about our final boss.”
- “Launch party details” (if hosting on Discord or Twitch)
- Share reviews or demo quotes
Keep your game top of mind without repeating yourself.
Push the Demo Again
If you’ve got one, this is the final push. Ask streamers to cover it. Do short gameplay clips on TikTok or YouTube Shorts. Feature it on your Steam news page.
Steam tracks recent activity—fresh attention helps.
Build Steam Community Momentum
Post in your Steam Community Hub. Respond to comments. Update the devlog. Add an FAQ.
The more active your page, the more the algorithm notices. It feels alive, and that encourages players to wishlist or follow.
Launch Week: The Main Event
Show up, be present, and keep the buzz going. You’ve done the hard part—now you’re live. This is the moment everything’s been building toward, and momentum is everything.
Stay active on socials, answer comments, reshare coverage, and keep reminding players that your game is out now. Here’s how to make the most of it.
- Announce Everywhere
You’re launching. Be loud about it. Share the link, not just the news. Ask friends, testers, and players to RT, repost, and share.
- Engage With Every Player
- Thank buyers
- Answer questions
- Like every positive post
- Respond to YouTube comments
This week, you’re not just a dev—you’re a community manager, too.
- Hotfix Quickly
If anything breaks, patch it ASAP. A smooth launch keeps reviews positive. A rough one—well, you’ve seen the horror stories.
- Ask for Reviews
Not in a “leave a review, pls” way, but more like“If you enjoyed the game, reviews really help us out on Steam.” Pin this in your Discord, post it on your community page, and drop it gently into your social posts.
- Keep the Hype Going
- Share good reviews
- Post funny player clips
- Do a mini AMA
You don’t have to shout every hour, but stay visible.
Post-Launch: What Now?
Okay, you launched. Congrats! Now what?
- Watch your Steam data (CTR, conversion, traffic sources)
- Thank your community publicly
- Post an honest postmortem (players and other devs love transparency)
- Start thinking about your first update or patch notes post
Wrapping Up
You only launch once, but you don’t have to do it alone.
Marketing a game on Steam isn’t about flashy budgets or chasing algorithms. It’s about showing up consistently, knowing your players, and making it easy for them to fall in love with your game before launch day.
If this sounds like a lot, it is. That’s why we’re here.
At Campaign Cooperative, we specialize in helping indie game devs launch smarter—on time, on budget, and with a community ready to hit that “Buy” button. If you're getting ready for launch, contact us today, and we'll help you make your one shot count.