"Build It & They'll Come?" How Tutorials Fail Indie Marketing

Posted by Gemma Ellison

July 28, 2025

Build It & They’ll Come? How Tutorials Fail Indie Marketing

Creating a fantastic game tutorial is a great step, but if you think that’s all it takes to get sales, prepare for disappointment. Many indie developers believe a well-crafted tutorial is a silver bullet for discoverability. Unfortunately, it’s more like a shiny distraction.

The Tutorial Trap: Engagement Doesn’t Equal Sales

Tutorials are useful. They guide players and showcase your game’s mechanics. But high completion rates don’t automatically translate to wishlists, purchases, or active players.

I once spent three months polishing the tutorial for a roguelike I was developing. It was streamlined, intuitive, and got rave reviews from testers. The problem? Most players who finished it didn’t buy the game. They’d learned how to play, enjoyed the experience, and then… moved on.

This is the core issue. Tutorials often attract a specific type of player: one interested in learning, not necessarily one ready to buy. There’s a gap between demonstrating your game and convincing players it’s worth their time and money.

Common Tutorial Pitfalls

Here are some common mistakes that undermine the effectiveness of tutorials as marketing tools:

Attracting the Wrong Audience: Your tutorial might bring in players interested in the genre, but not your specific game. If you’re making a hardcore strategy game but the tutorial is too forgiving, you’ll attract players who get frustrated later.
Failing to Showcase Unique Selling Points: The tutorial focuses on basic mechanics but neglects to highlight what makes your game special. What makes your game stand out? Is it the innovative combat system, the compelling story, or the unique art style? If the tutorial doesn’t surface these selling points, players won’t understand why they should choose your game over others.
Lacking Clear Calls to Action: The tutorial ends, and players are left wondering, “Okay, now what?” There’s no clear prompt to wishlist, buy the game, or join the community. Missing this is crucial, the player has already invested time in your game. Ask them to take the next step.
Ignoring Accessibility: A poorly designed tutorial can alienate potential players with disabilities. Ensuring accessibility features are present and explained in the tutorial expands your potential audience.
Over-Reliance on Text: Walls of text are a common turn-off. Visual learning is generally more effective, especially in games. Use animated demonstrations and interactive elements to keep players engaged.

Beyond the Tutorial: A Holistic Marketing Approach

Tutorials should be one component of a broader marketing strategy, not the entire strategy itself. Here’s how to supplement tutorials with other marketing efforts:

Community Building: Engage with players on Discord, Reddit, or dedicated forums. Share development updates, answer questions, and foster a sense of community around your game. This creates a loyal fanbase that’s more likely to purchase your game and spread the word.
Targeted Advertising: Utilize platforms like Steam, YouTube, and social media to reach specific demographics interested in your game’s genre or themes. Tailor your ads to highlight unique selling points and drive traffic to your Steam page.
Effective Press Outreach: Send review copies to relevant gaming websites and YouTubers. A positive review or gameplay video can significantly boost visibility and sales.

Marketing Channels for Indie Devs

Steam: Utilize Steam’s built-in marketing tools, such as Steam Next Fest, demo events, and community updates. Tailor your Steam page with compelling screenshots, trailers, and a clear description of your game.
YouTube: Create gameplay videos, developer diaries, and tutorial content. Engage with viewers in the comments section and promote your game on other social media platforms.
Twitter: Share development updates, screenshots, and GIFs. Engage with other developers and potential players. Use relevant hashtags to increase visibility.
Discord: Create a dedicated server for your game. Engage with players, answer questions, and host community events.
Twitch: Stream your game and interact with viewers in real-time. Partner with streamers to promote your game to a wider audience.
TikTok: Create short, engaging videos showcasing your game’s unique features and gameplay. Use trending sounds and challenges to increase visibility.
Reddit: Participate in relevant subreddits and share development updates. Engage with users in the comments section and answer their questions.

Real-World Examples

One indie developer I know, after facing a similar tutorial-only failure, pivoted to a “Let’s Play” strategy. He reached out to small to medium-sized YouTubers who specialized in the game’s niche genre. The result was a massive surge in wishlists, far exceeding anything the polished tutorial achieved. The key difference? These YouTubers not only showcased the gameplay but also provided their genuine reactions and opinions, creating a more compelling and authentic experience for viewers.

Another developer focused on building a strong Discord community before releasing their game. They regularly shared development updates, solicited feedback, and hosted community events. By the time the game launched, they had a built-in fanbase eager to purchase and support their work.

Avoiding the Pitfalls

Identify Your Target Audience: Before creating your tutorial, define your ideal player. What are their interests, preferences, and expectations? Tailor the tutorial to appeal to this specific audience.
Focus on Uniqueness: What makes your game different? What are its unique selling points? Highlight these aspects in the tutorial and other marketing materials.
Include Clear Calls to Action: Tell players what you want them to do after completing the tutorial. Encourage them to wishlist, buy the game, or join the community.
Prioritize Accessibility: Ensure your tutorial is accessible to players with disabilities. Use clear language, provide alternative input methods, and offer customizable settings.
Don’t Rely Solely on Tutorials: Supplement your tutorial with other marketing efforts, such as community building, targeted advertising, and press outreach.

The Takeaway

A great tutorial is a good start. But if you want to see your game succeed, you need to think beyond it. Tutorials are tools, not magic wands. Combine it with a broader marketing strategy, engage with your community, and focus on what makes your game unique. Only then will you truly start seeing those tutorial players become paying customers.