An interactive checklist for indie game developers to track their marketing progress.

Overall Progress (0%)

Pre-Launch

  • Build early audience

    so you aren't launching into a void

    • Set up Bluesky, Discord, wherever you plan to engage

      start growing organic reach

    • Start a sustainable cadence of posting updates

      stay visible + build interest

    • Create newsletter signup

      own your audience outside social algorithms

  • Build a press kit + website

    so media and creators can cover you

    • Include logo, screenshots, description, trailer

      make it plug-and-play

  • Create Steam/Mobile store pages

    so people can wishlist or follow

    • Launch Steam "Coming Soon" page early

      accumulate wishlists

    • Prep mobile store listings

      ASO + pre-reg if possible

  • Announce the game

    generate your first wave of buzz

    • Drop teaser/trailer on socials and YouTube

      create a "moment"

    • Share on forums and Discords

      drive initial traffic + feedback

  • Plan your demo strategy

    build momentum + get feedback

    • Pick a Steam Next Fest

      high exposure + wishlist boost

    • Note application deadlines early

      can't join last-minute

    • Consider itch.io/game jams

      lower-stakes feedback loop

Mishon: Indie Game Marketing Checklist

Would you create a piece of art, hang it in a closet, and truly expect anyone to notice? Too often, we developers pour our efforts into crafting games (or other creative projects), hang them in our closet, and expect the masses to notice. This myth frequently leads to the disappointment of launching to silence. Your work deserves an audience, but it won't find one on its own. Marketing isn't a separate, optional task; it's the essential step that connects your creation with players. I built Mishon because I needed a clear map for this crucial phase. I use it as a way to track marketing progress and ensure the games I develop have a higher chance of getting seen.

Missing Something?

I've cobbled this list of tasks together from a variety of sources I've encountered over the last several months spanning from YouTube to podcasts to r/gamedev to others. I'm sure this current list isn't perfect and will continue to battle test it myself as I launch my first commercial game in 2025.

Let me know if something is missing or any other updates you'd like to see, you can reach me on Bluesky @kokutech.com or email me at james@kokutech.com with any feedback!

Quick Navigation

About Mishon

Mishon is an interactive checklist designed specifically for solo indie developers and small teams tackling the often daunting task of game marketing. It breaks down the complex process into manageable phases and actionable steps, from early audience building to post-launch sustainability.

Think of it as your quest log for marketing: providing structure, clarity, and a way to track progress without getting overwhelmed. It focuses on practical, essential tasks relevant to launching successfully, especially on platforms like Steam.

When to Use Mishon

Project Kick-off

Start planning your marketing strategy from day one. Use Mishon to understand the long-term marketing roadmap alongside development.

Event Preparation

Leverage the 'Demo / Pre-Launch' phase to prepare effectively for events like Steam Next Fest or digital showcases.

Staying Organized

Keep track of completed tasks and upcoming marketing beats. Use it as a central hub to avoid letting critical marketing activities slip.

How to Use Mishon

1

Navigate Phases

Work through the checklist phases sequentially: Pre-Launch, Demo, Launch, and Post-Launch, focusing on the current stage of your project.

2

Check & Add Notes

Mark tasks complete as you finish them. Use the 'Notes' field for game-specific details, links, reminders, or tracking results.

3

Adapt & Iterate

Treat Mishon as a flexible guide, not rigid rules. Adapt tasks to your game's specific needs, genre, and target audience.

Key Indie Marketing Phases

Phase 1: Build Early Audience (Pre-Launch)

Focus: Establishing presence, validating interest, gathering initial followers/wishlists.

Key Activities:
  • Set up Steam page & initial trailer
  • Consistent social media presence
  • Start devlog/blog/newsletter
  • Identify target audience & communities
  • Basic press kit creation
Why it matters:

Builds momentum *before* launch, crucial for visibility algorithms (like Steam's). Gathers early feedback.

Phase 2: Leverage Demos & Events (Pre-Launch)

Focus: Using demos/betas for feedback, wishlists, and content creator coverage.

Key Activities:
  • Participate in Steam Next Fest / similar events
  • Targeted outreach to streamers/YouTubers
  • Refine game based on demo feedback
  • Run limited-time betas
  • Build Discord community
Why it matters:

Drives significant wishlists if done well. Provides valuable playtesting data. Creates buzz.

Phase 3: Maximize Launch Impact

Focus: Concentrated effort for visibility and sales during the critical launch window.

Key Activities:
  • Coordinate launch timing
  • Final press/creator outreach push
  • Launch trailer & updated Steam page
  • Active community engagement (reviews!)
  • Consider launch discount strategy
Why it matters:

Launch week performance heavily influences long-term visibility and store featuring. Reviews are vital.

Phase 4: Sustain Momentum (Post-Launch)

Focus: Maintaining visibility, engaging the community, driving ongoing sales.

Key Activities:
  • Regular game updates & patches
  • Participate in Steam sales & events
  • Ongoing community management
  • Content updates / DLC (if applicable)
  • Analyze sales data & player feedback
Why it matters:

Keeps the game alive and relevant. Builds long-term player base and revenue.

Tips for Marketing Success

Start Early & Be Consistent

Marketing isn't just a launch activity. Build awareness over time. Regular, small updates often beat infrequent large ones.

Know Your Audience

Understand who your game is for and where they hang out online. Tailor your messaging and platform focus accordingly.

Adapt the Checklist

Use Mishon as a foundation, but customize it. Consider specific tasks for your genre (e.g., VR marketing, narrative game specifics, etc.).

Frequently Asked Questions