Your store page is the ad

Marketing an indie game is not a launch-week event — it is the slow work of getting the right people to notice, care, and remember. And almost all of that runs through one page: your storefront (usually a Steam page). Everything else you make — a trailer, a tweet, a press email — exists to send someone to that page and get them to wishlist.

The capsule does the heavy lifting

Your capsule is the small piece of key art that represents your game in every list, search result and recommendation. It is shown tiny — often the size of a thumbnail — so it has to work like a logo: one clear focal subject, a readable title, and enough contrast to pop in a crowded grid. A capsule that only reads at full size is a capsule that loses the click.

• One clear focal point — a character or object, not a busy scene
• A short, legible title that survives being shrunk to thumbnail size
• High contrast so it stands out in a grid of competitors
• Consistent art that matches the game — no bait, no stock look