4 Gaming Marketing Tactics the Top Studios Don't Want You to Know

If you’re just getting started in the gaming business, you may have noticed how some indie games seem just to explode overnight, while maybe even better quality games seem to fade into obscurity. Why is that?

Well, it’s not always about the quality of the game. As with any product or service, marketing strategy plays a heavy role in how well (or how poorly) it is adopted. So, even if you produce the next Elden Ring or Red Dead Redemption, you'll never build a significant player base if nobody knows about it.

With this in mind, four marketing tactics can help your game stand out without needing an AAA budget.

1. The "Fake Scarcity" Technique

You've probably seen this without realizing it. A game launches with a "limited time" offer or an "exclusive" early access window that mysteriously keeps extending.

So, what is actually going on here? The developers are creating artificial urgency to boost engagement and get players on board quickly. When players think they might miss out on a deal, they're more likely to buy immediately rather than adding your game to their endless "will play someday" wishlist.

How to use this tactic:

• Create a genuine "early bird" discount with a clear deadline
• Offer limited edition cosmetics for launch week purchases
• Use countdown timers on your store page
• Emphasize limited spots for beta testing

What most studios won't tell you is that they often plan these "limited" offers months (or even years) in advance, with marketing calendars that schedule exactly when each "exclusive" window will open and close.

Another idea that has become increasingly common, especially with freemium game models, is the concept of Seasons or Battle Passes. For a price, players can embark on a journey within the game, unlocking exclusive rewards as they progress. These events end after a certain period of time, adding that exclusivity that hooks players and keeps them coming back.

2. Publish on Gaming Websites and Blogs

If you’re just getting started, getting coverage on top-tier gaming sites may seem impossible if you don’t have the right connections. But that’s simply not the case. Most gaming blogs, magazines, and publications desperately need ongoing content, and many would happily cover stories about new studios, developers, or game releases.

Yet, gaming public relations isn't just about spamming press releases—it's about serving writers exactly what they need. You'd be surprised how many sites will cover your game if you:

• Provide ready-to-use screenshots and videos
• Share your interesting developer storyline
• Show your game has an interesting narrative
• Connect your game to current trends
• Offer exclusive information or access

Gaming press release distribution can make this whole process a lot easier through automation. Using these services, you can reach many leading publications, sometimes even gaining homepage coverage across gaming blogs that see thousands of visitors per day.

Not only does this level of gaming PR bring more awareness to your game, but it also builds credibility. Players trust editorial content more than advertisements, giving you authenticity you can't buy directly.

3. The Streamer Seeding Strategy

Getting streamers to play your game may seem obvious, but the actual technique is more calculated than you might think. Most developers make the mistake of targeting the biggest names first. Instead, many successful studios start with micro-influencers (1,000-10,000 followers) hungry for content and relationships.

The approach works like this:

1. Identify smaller streamers who play games in your genre
2. Provide personalized messages and game keys
3. Offer exclusive in-game items they can give to their communities
4. Create specific, streamable moments in your game
5. Use clips from these smaller streams to approach progressively larger creators

This "bottom-up" method builds a foundation of content that makes bigger streamers feel safer picking up your game. They can see that others have already played it, and it works well on stream. There is absolutely no shortage of evidence that this method works. Some indie games that started small and made it big time, thanks to the streaming world, include Among Us, Fall Guys, Phasmophobia, and even major titles like Fortnite and Minecraft.

4. Smart Community Management

People trust other people far more than the actual source when it comes to judging the quality of a product or a service. All companies state their product is the best or is revolutionary in some way. But we have all learned to take these marketing messages with a pinch of salt. Instead, we rely on peer and critic reviews to judge things before purchasing them.

In the gaming world, most discussion occurs on forums and community servers. Think Reddit and Discord. As a developer, these digital communities can be your best friend or your worst enemy. It all depends on how you respond to the feedback. Rather than deleting negative feedback, savvy developers:

• Plant discussion topics that highlight their game's strengths
• Respond selectively to criticisms; they have good answers for
• Create spaces where fans naturally defend the game to newcomers
• Reward community members who create positive content

Of course, every game developer wants a community bursting with happy and loyal fans, but that is just not realistic. If you see some negative sentiment, use that to guide future updates. Be active and respond to messages—let your players know that you have their best interests at heart. Make users feel heard and their opinions respected, and goodwill will go a long way.