What is Reddit?

With over 57 million daily active users, Reddit is one of the internet’s largest and most active community platforms. It’s an ecosystem of user-run forums where people come to share, ask, discuss, and upvote content on just about any topic you can think of. Think of it as a global community center with more than 130,000 “rooms” (subreddits), each dedicated to a specific interest—from indie game development to memes about Skyrim mods.

At the heart of Reddit are subreddits, which are essentially communities organized around a topic. Each subreddit has its own rules, culture, and moderators, and is denoted by r/ followed by the topic name (e.g., r/gaming, r/IndieDev, r/roguelikes). If you're marketing a game, chances are there are multiple subreddits where your audience already gathers.

What makes Reddit unique is its voting system. Users can upvote or downvote posts and comments, influencing what content rises to the top.

Your activity on Reddit also earns you karma, a reputation score reflecting how well your posts and comments are received. There are a few types of karma:

• Post Karma – Earned when people upvote your posts.
• Comment Karma – Earned from upvoted comments.
• Community Karma – Tied to specific subreddits and can affect your ability to post there.
• Combined Karma – Your total across all activities.

While karma isn’t a direct count of upvotes, it’s heavily influenced by them and reflects how the community values your contributions.

Reddit is fiercely protective of its community integrity. If you post only about your game or project, you’ll likely get flagged - or worse, banned. That’s why the platform follows an unofficial "10% self-promotion rule": for every promotional post, you should share at least nine that are community-driven or add value in a non-promotional way. In other words: participate first, promote second.

If you're new to Reddit, this Reddit Tutorial for Beginners (2025) is a great place to start. It walks through how to navigate the platform, find relevant subreddits, post correctly, and avoid common pitfalls.

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Why Reddit Matters for Game Marketing

Reddit has quietly become one of the most impactful platforms for game discovery and player engagement. Thanks to its organic structure of niche subreddits and growing presence in search results, Reddit is now a go-to destination for gamers researching newly announced titles, staying updated on their favorite franchises, and connecting with like-minded players.

Trust plays a key role in Reddit’s influence: 89% of Redditors who game say they’re more likely to trust a gaming brand they can engage with on Reddit.

With thousands of active gaming subreddits organized by platform, genre, specific games, and even developer communities like r/gamedev and r/IndieDev, Reddit offers game marketers a uniquely targeted, trusted, and passionate audience.

Reach Gamers You Can’t Find Elsewhere

Reddit reaches a unique slice of the gaming audience: 74% of Redditors who game aren’t on Discord, and 64% aren’t on Twitch. That means if you're not tapping into Reddit, you're missing a huge share of engaged players you won't find anywhere else.

Reddit Is the New Search Engine for Gamers

Reddit has become a trusted search companion for gamers. You’ve probably used queries like “best RPG 2025 reddit” in your own searches. Millions of users add the word “Reddit” to their Google queries to find authentic, community-backed answers, especially when it comes to game recommendations, feedback on new titles, or trusted reviews.

Google has taken notice. In 2024, Reddit entered into a formal partnership with Google, allowing the search giant deeper access to Reddit’s data via a dedicated API. This means:

• Reddit posts now surface more prominently in search results.
• Your Reddit posts, if valuable and well-placed, can rank higher than traditional SEO content.
• Game studios that publish on Reddit increase visibility across both Reddit and Google.

Gamers on Reddit Are Intent-Driven

People turn to Reddit with intent. When they’re thinking about what to play next, where to spend their money, or whether a game is worth preordering, they don’t just scroll—they search, ask, and trust. In fact:

In fact:

• 78% of gamers on Reddit have made a purchase based on content found on the platform .
• Reddit users are 42% more likely to buy a game based on Reddit than any other major platform.
• They’re also 2x more likely than the general population to have purchased a game or DLC online.

How to Succeed with Organic Reddit Posts

Some of the most impactful visibility a game can receive on Reddit comes from organic, community-driven posts. A single well-timed post can deliver tens of thousands of upvotes, thousands of wishlists, and a flood of new players. In fact, one two-person dev team earned over 11,000 Steam wishlists from a single post, according to How to Market a Game.

Choose the Right Subreddits

Success on Reddit starts with finding the right communities. With thousands of niche subreddits, Reddit makes it easy to target specific audiences, but only if you know where to look and how to speak their language. That said, you shouldn’t ignore broader audiences either—that’s why you should also post in general gaming subreddits to maximize reach and attract as many potential players as possible. The one thing you absolutely shouldn’t do is post your roguelike game, for example, in a subreddit dedicated to a completely different genre. Not only will your post likely get removed by moderators, but you also risk being added to an unofficial blacklist for such a careless move.

Keep in mind that large subreddits like r/gaming (46M+ members), r/pcmasterrace (15M), and r/pcgaming (3.8M) can propel your post to the front page of Reddit (r/all) if it resonates. But they also come with strict self-promotion rules.

Smaller, targeted subreddits like r/IndieGaming (390K) and r/indiegames (235K) are more accessible and still offer meaningful traction, especially for development updates and behind-the-scenes stories.

Reddit also offers genre- and platform-specific communities like r/SteamDeck, r/VRGaming, r/roguelikes, and r/unrealengine, allowing you to target by tech stack or gameplay style.

Use the Map of Reddit to explore where your game might fit best. Each dot represents a subreddit, and dots that cluster together typically share overlapping audiences—based on users who actively comment in both. It’s a powerful way to find communities where your game is likely to resonate.

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Here is a shortlist list of active Reddit communities relevant to game developers and marketers, especially those focusing on indie games:

Game Development & Indie Communities

• r/gaming (46M): Reddit’s largest general gaming subreddit. Extremely active, but strict with self-promotion.
• r/pcmasterrace (15M): Focused on PC gaming culture, setups, and memes—lighthearted and highly active.
• r/pcgaming (3.8M): Serious discussion about PC games, news, sales, and performance—great for updates, patches, and trailer drops.
• r/gamedev (​1.9M members): A hub for all aspects of game development, including programming, design, writing, and marketing. ​
• r/IndieDev (​263K members): A community for indie developers to share progress, seek feedback, and discuss development challenges.
• r/IndieGaming (​390K members): A place for indie game enthusiasts to discover and discuss indie games.
• r/IndieGames (235K members): Focused on showcasing and discussing indie games; member count not specified.​
• r/playmygame (​105K members): A subreddit where developers can share their games and request feedback. ​
• r/devblogs (20K members): Dedicated to sharing development blogs and updates; member count not specified.​
• r/gamedevclassifieds (​118K members): A marketplace for game developers to find collaborators and job opportunities. ​
• r/gamedevscreens (​58K members): A space for developers to share screenshots and visuals from their games. ​
• r/DestroyMyGame (​33K members): A community where developers can receive critical feedback on their games.
• r/ShouldIbuythisgame (​1.5M members): A forum for discussing and reviewing games before purchase. ​
• r/playtesters (​8K members): A place for developers to find playtesters and gather feedback.
• r/IncrementalGames (​154K members): Dedicated to games with incremental or idle mechanics.
• r/FreeGames: Focused on sharing information about free game promotions; member count not specified.​

Engine & Platform-Specific Communities

• r/SteamDeck (​893K members): A community centered around Valve's Steam Deck, discussing games, performance, and tips. ​
• r/linux_gaming (323K members): A subreddit for discussions and news about gaming on Linux; member count not specified.
• r/Unity3D (409K members): Focused on Unity game development; member count not specified.​
• r/UnrealEngine (270K members): Dedicated to Unreal Engine development; member count not specified.​
• r/godot (252K): A community for Godot Engine developers; member count not specified.​‍
• r/GameMaker (94K): Centered around GameMaker Studio development; member count not specified.​

How Not to Get Banned on Reddit

Reddit, like many other platforms, doesn’t take kindly to blatant advertising. If you create a brand-new account and your very first post says something like “Hey, I made a game, please add it to your wishlist,” then—best case—you’ll get heavily downvoted. Worst case? You’ll get banned.

So how do you avoid that fate?

1. Warm up your account with real, non-promotional content

Before promoting anything, spend some time engaging in discussions, commenting on others' posts, and sharing non-promotional content. This builds a history that shows you're a real user—not just someone trying to exploit the platform. You don’t need to become a power user, but a bit of karma goes a long way.

2. Post content people actually want to see

Let’s be real—no one’s going to upvote your blurry GIF of a bouncing pixel you slapped together from free assets. If your post doesn’t even excite you, why would it resonate with total strangers? Reddit is unpredictable, sure, but one rule holds true: Great content might flop, but mediocre content definitely will.

The stakes get higher in bigger subreddits. Smaller indie communities might politely ignore a low-effort “Hey, I made this” post. But try that in a massive sub like r/gaming, and you’ll get buried, downvoted, and possibly roasted. If you’re posting to high-traffic subs, bring something polished, unique, and relevant—or don’t post at all.

3. Read the rules and talk to moderators

Each subreddit has its own set of rules and guidelines. Some allow promotional posts under certain conditions, while others don’t allow them at all. If you’re unsure, message the mods first. They’ll often tell you what is and isn’t acceptable—and appreciate that you took the time to ask.

Plan for Each Phase of the Game Launch

Your Reddit strategy should evolve with your game’s lifecycle. What you post—and where—can have a major impact on traction, visibility, and wishlists. Below is a breakdown of how to optimize your organic Reddit posts across pre-launch, launch, and post-release stages.

Pre-Launch: Build Awareness and Curiosity

This is your opportunity to generate buzz, gather feedback, and create anticipation before your game is out in the wild. Focus on quality over quantity. One post that hits the front page is worth more than ten that don’t gain traction. Always aim for valuable, engaging, and subreddit-appropriate content.

What to Post:

• Dev logs & Work-in-Progress GIFs
  Use r/IndieDev, r/gamedevscreens, or r/indiegames to share what you're building—behind-the-scenes process, tools used, or sneak peeks at mechanics

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• Demo / Playtest Announcements
  If you're doing a closed beta or demo drop, post on r/playmygame or r/pcgaming

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• Game Trailers & Announcements
  Share early teasers on big subs like r/gaming (31M+) only if the content is polished and story-driven.

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• Memes & GIFs
  Memes and humor often outperform formal announcements.

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Check out this talk on GIFs in game marketing for inspiration:

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• Giveaways
  Subreddits like r/steam_giveaway are perfect for building early engagement. Tie giveaways to major milestones like announcing your Steam page or trailer release.

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Launch: Maximize Visibility

Release day is your best shot at high visibility. Reddit loves authenticity, especially from small indie teams that have poured their hearts into a game. Use your launch story to connect with gamers emotionally. Posts like “We spent 3 years building this, and today it’s out!” often perform better than plain “it’s live” announcements.

What to Post:

• Official Launch Announcement
  Include gameplay clips, Steam page links, and heartfelt context

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• Ask for Opinions / Reviews
  In subreddits like r/ShouldIbuythisgame, encourage discussion. Ask: “Have you played [Your Game]? What do you think?” or “Is this roguelike worth the price?”
• Unique Mechanics or Features
  Showcase standout features or design choices—especially if you’re doing something unusual or genre-bending.

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Post-Launch: Stay Top-of-Mind

After launch, it’s all about staying relevant. Whether your game continues development or wraps at 1.0, you can still fuel interest and engagement. Post in both niche and general gaming subs. Keep your community updated and celebrate wins—player reactions, content updates, press features.

What to Post:

• Update Trailers / Patch Notes
  Share on r/IndieGaming, r/SteamDeck, and r/pcgaming.

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• User-Generated Content / Memes
  Feature fan-made content, fun screenshots, or memes from your player base.
• Behind-the-Scenes Dev Stories
  Share stories like “How we built our boss fight system,” or “What we learned launching as a 2-person team.”

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• Sales Announcements
  When your game goes on sale, highlight it! Game discount posts perform well across subs like r/pcgamingdeals and r/steamdeals

How to successfully Run Paid ads on Reddit

Reddit’s unique structure makes it one of the most powerful, but also most misunderstood platforms for paid media in gaming. The best results come when paid media is paired with organic engagement—participating in comments, answering questions, and showing up as a developer who’s part of the community.

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Reddit’s gaming ad performance is competitive with other social platforms, especially when campaigns are well-targeted. Here are the average benchmarks for gaming ads on Reddit (2024):

• Click-Through Rate (CTR): 0.34%
• Cost Per Click (CPC): $1.02
• Average Bid: $1.24

These benchmarks can vary based on factors like targeting precision, ad creatives, and the relevance of the subreddit audience.​

When it comes to conversions into wishlists, if you’re seeing less than 10% wishlists per visit, your targeting is probably off. In high-performing campaigns, developers can expect up to 20%-25% wishlist conversion, when targeting subreddits perfectly aligned with the game’s genre.

How Reddit Targeting Works

Reddit’s targeting capabilities are uniquely powerful because they allow you to reach audiences based on both behavior and community alignment. Here’s how you can tailor your campaign targeting to maximize relevance and results:

1. Community Targeting (Subreddits)

This is Reddit’s most precise and effective targeting method—allowing you to show ads to members of specific subreddits. Want to reach fans of indie games? Target r/IndieGaming. Launching a deckbuilder? Try r/slaythespire or r/roguelikes. You can target one or multiple subreddits, depending on campaign goals. This level of community-level precision isn’t available on most other ad platforms.

2. Keyword Targeting

Keyword targeting lets you show ads to users based on the specific words and phrases they’ve used in posts, comments, or titles across Reddit. For example, if someone posts about "best base-building games," you can serve them an ad about your new city builder. This is particularly effective for capturing players actively in research or decision-making mode.

3. Interest Targeting

This option places your ads in front of users who have shown consistent engagement with certain topic categories (e.g., Gaming, Esports, RPGs). While less precise than subreddit targeting, it’s useful for broader reach and awareness-building.

4. Standard Audience Targeting

These filters include demographics such as:

• Location (Country, State/Region, City)
• Device (iOS, Android, Desktop)
• Gender (optional, based on inferred data)

Standard targeting can help you refine campaign delivery by region or device-specific behavior.

5. Custom Audiences

For advanced advertisers, Reddit allows the creation of Custom Audiences using:

• Pixel-based retargeting (visitors to your website or specific landing pages)
• Customer file uploads (hashed email lists) This is ideal for re-engaging site visitors or segmenting existing users into new campaigns (e.g., upselling DLC or expansions).

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Choosing the Right Ad Formats

Reddit’s ad formats are designed to blend in with the platform’s organic content, making them feel less like ads and more like part of the conversation. This native approach means your promotions won’t disrupt the user experience and are more likely to spark real engagement. Reddit offers various ad formats to suit different campaign goals:

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Selecting the appropriate ad format depends on your specific objectives, whether it's raising awareness, driving traffic, or increasing conversions.

Monitoring and Analytics

Utilize Reddit's Ads Manager to track key performance indicators such as impressions, clicks, and conversions.Implement the Reddit Pixel on your website to gather data on user behavior and refine your targeting strategies. Regular analysis of these metrics will inform future campaign decisions and help maximize ROI.​

Final Thoughts

‍Reddit isn’t just another social platform, it’s one of the most authentic, high-intent spaces online where game conversations happen organically and purchase decisions are actively shaped. Whether you're a solo developer launching your first title or a seasoned publisher planning a major release, integrating Reddit into your marketing strategy can unlock a powerful mix of community insight, discoverability, and conversion. From carefully crafted organic posts to well-targeted ad campaigns, Reddit offers game developers a unique opportunity to build lasting relationships with players—and turn curiosity into wishlists, downloads, and lifelong fans.