Your launch kit and your numbers
Assemble the pieces, set realistic expectations, and ship it.
Marketing works when the pieces reinforce each other: a strong store page, a growing wishlist, press and creator coverage, and a steady social presence all pointing at the same page. You do not need all of it on day one — you need to start early and keep going. Here is the kit, in the order most launches build it.
- Publish a Steam page with a capsule that reads at thumbnail size
- Put a “Wishlist on Steam” button on every surface you own
- Build a press kit and a short pitch, and send it to press and creators who cover your kind of game
- Post the game consistently on a rhythm you can keep, always with the wishlist ask
- Set expectations with real numbers before launch, so a normal launch does not feel like a failure
Know your numbers
Most indie launches are modest, and that is normal. Before you launch, look at comparable games and estimate a realistic range for units and revenue — it protects you from a crushing surprise and helps you make sane decisions about price, scope and how long to keep marketing. A revenue estimate from a comparable game’s public review count is a rough but useful anchor.
Why estimate a realistic revenue range before launch?