Indie game development is an exciting but challenging journey. In 2024, nearly 19,000 games launched on Steam, creating fierce competition. According to Indie Game Haven, 70% of indie games fail commercially, and even among the few that succeed, only 7% generate enough revenue to fund a second project. 

Many indie publishers pour their hearts into game development but struggle when it comes to publishing and marketing. To help your game succeed, here are 10 common mistakes to avoid.

1. Lack of a Pre-Launch Marketing Strategy

Why do so many indie games fail? One big reason is the lack of proper marketing. Too often, indie teams skip planning altogether or treat it as an afterthought—sending out a few last-minute influencer emails and crossing their fingers for organic Steam traffic. Unfortunately, hope is not a strategy in the crowded marketplace of indie gaming. Without a marketing strategy, even the most innovative games can fail to find their audience.

How to Fix It:

• Understand your Audience: Understanding your audience is the first step in creating a game that truly connects with players. Conducting both qualitative and quantitative research can give you deep insights into your players' needs, preferences, and daily habits. What motivates them to play? What matters most to them? This knowledge not only informs your game design but also guides how you present and market your game to the world. Tools like Quantic Foundry can help you analyze player personas and understand different player types. Additionally, platforms like User Interviews and Respondent are excellent resources for conducting in-depth interviews to gather valuable feedback.‍
• Create a Marketing Document: Before diving into promotion, create a detailed marketing strategy. Define your strengths, core values, and the unique selling proposition (USPs) of your game. Incorporate a clear mission statement and detailed audience personas that highlight who your players are and what matters to them. This document should serve as your roadmap, helping you stay consistent and focused.‍
• Research Communication and Marketing Channels: Research where your audience hangs out online and how they discover games. Are they active on Twitter? Do they frequent niche subreddits? Are they part of Discord communities or fans of specific influencers? Identifying these channels will help you focus your efforts where they’re most likely to have an impact.‍
• Create a Content Calendar: Once your marketing strategy is set, break it down into a detailed, actionable plan. Your content calendar should include every stage of your campaign, but you don’t need complex tools to manage this—a simple Excel table can work just as well. Plan out each week, specifying what content will be posted and where. Whether it’s a tweet, a Reddit post, or a community update on Discord, having everything organized in advance ensures a smooth and effective execution.

Developing a full marketing strategy takes time and effort, and it’s not something you can master from a few quick tips. That said, investing time in creating a solid foundation will pay off. 

2. Focusing Only on Top Performers

Studying the revenue potential of games across different genres is a great idea. Successful projects, both AAA and indie, regularly monitor other games, especially their wishlist numbers. However, inexperienced indie developers often focus solely on the most profitable games in a genre and assume, "Our game will earn like that too."

This mindset is a textbook example of survivorship bias—where the failures and challenges of other games are ignored. Developers relying solely on marketing strategies that mimic successful games often find themselves unprepared for potential setbacks. Game marketing expert Chris Zukowski offers a stark reality check. After analyzing the earnings of every indie game released on Steam in 2019, he revealed that:

• The median game earned just $1,136 in its lifetime.
• 68% of those games made less than $10,000 within their first three years.

These numbers highlight the importance of setting realistic expectations and preparing for the competitive nature of the market.

How to Fix It:

• Analyze the Market Holistically: Don’t just focus on the successes—study the full spectrum of performance within your genre. Tools like SteamDB and VG Insights can provide detailed data on sales, wishlists, and overall market trends.
• Analyze Failures: It’s crucial to understand why some games fail. Look at the mechanics of these failures and the behavior of consumers in your target genre. For example, while genres like visual novels and horror are popular, many games in these categories generate far less revenue than expected. Dig into why that happens instead of setting expectations based solely on a few standout hits.
• Set Realistic Goals: Benchmark your expectations against games with similar budgets, art styles, and features. Avoid projecting revenue based on outliers like Stardew Valley or Hollow Knight, which represent exceptions rather than the norm.

By balancing optimism with realism and focusing on thorough market research, you’ll be better prepared to navigate challenges and set your game up for success.

3. Rushing into Early Access

Early Access (EA) offers developers a way to release an unfinished game at a lower price, allowing players to support development, provide feedback, and gain instant access to all current and future builds. However, many indie developers approach Early Access with the wrong mindset, seeing it as a quick way to generate revenue. The thinking often goes, "We'll start selling the game, use that money to cover costs, and finish development comfortably."

Steam treats Early Access as a full-fledged game launch, and its algorithms will actively promote your game during this period. Entering EA unprepared risks losing your chance to capitalize on Steam’s algorithm, which prioritizes visibility for newly launched games. Also, if you try to attract investors while your game is already in Early Access, many will decline, as publishers prefer to focus their efforts on promoting the official release rather than a "test version." 

How to Fix It:

• Wait Until You’re Ready: Launch your game in Early Access only when it’s polished and has already generated significant wishlist momentum. Early Access should provide players with an exciting, engaging preview—not an unfinished prototype.
• Build Momentum Before EA: Create excitement around your game before entering Early Access by engaging with your community and leveraging events like Steam Next Fest, which can boost visibility and attract new players.
• Focus on the Right Genres: Certain genres, like survival, city builders, or strategy games, are particularly well-suited for Early Access. These genres thrive on player-driven content creation and iterative feedback, making EA a more effective tool for developers in these spaces.

We also suggest exploring Chris Zukowski's series of in-depth articles, which provide a detailed analysis of Early Access performance and outcomes.

Alternatives to Early Access

If Early Access feels too risky for your project, consider these options to grow your community and generate revenue while retaining more control over your game's narrative and development timeline:

• Crowdfunding: Platforms like Kickstarter or Indiegogo allow you to raise funds and grow your community without releasing an incomplete game to the public. Supporters back your project financially, and you can share progress through blogs, trailers, or videos. Backers expect updates and rewards but won’t need access to unfinished builds.
• Demos: Demos provide a free, self-contained experience that gives players a taste of the final product without exposing them to the "growing pains" of development. Demos are an excellent way to generate interest without compromising the player’s first impression of your game. 

4. One-Time Announcement Syndrome

Many indie developers underestimate the importance of regular communication, leading to missed opportunities to engage their audience and generate excitement. Some fail to update their Steam pages regularly, giving the impression that the game’s development has stalled. Others send out a single announcement about their game’s launch and then disappear, leaving their audience disengaged. Regular, engaging updates are essential to keeping your game on your audience's radar.

How to Fix It:

• Update Your Steam Page Regularly: Post updates at least once every three weeks to keep your game visible and reassure your audience that development is ongoing. Updates don’t need to be lengthy; even a short post like, “Here’s a preview of a new feature we’re working on,” or “Check out this concept art for new characters,” can maintain interest and excitement.
• Leverage Key Milestones: You have a limited number of opportunities to reach key milestones, such as announcements, festivals, playtests, and the game’s release. Don’t miss Indie Sunday on Reddit, and make sure to create new content at least once a week. 
• Keep Your Community Engaged at Every Stage: Whether you're launching a game, announcing a sale, or preparing for an important event, make sure to keep your audience informed and engaged. Here's how you can approach it:
  • One week before the event: Remind people that something big is coming.
  • Three days before: Build excitement.
  • One day before: Hype up the event.
  • On the day of the event: Announce that it has started.
  • Three days after: Share updates on how things are going.
  • One day before the promotion ends: Remind your audience that time is running out.
  • Eight hours before the end: Create urgency with a final call—last chance to join!

By maintaining consistent communication through updates and announcements, you keep your audience informed, excited, and engaged, ensuring your game remains relevant throughout its journey.

5. Making Streamers Prove Their Worth for Keys

Streamers play a critical role in marketing indie games. A well-timed stream can lead to an increase in wishlists, sales, and community engagement. For many indie games, exposure from even mid-sized creators can be pivotal to success. According to recent research, 41% of US gamers have made purchases influenced by creator endorsements—underscoring the value of leveraging streamer partnerships.

However, streamers often receive an overwhelming number of requests and work under tight schedules. Some indie developers make the mistake of adding unnecessary obstacles to the process of providing game keys. This can include requesting detailed stats, audience verification, or other forms of "proof" before granting access. Such practices create unnecessary friction and result in missed opportunities for exposure. Even AAA developers, with significantly greater resources, avoid placing such barriers on streamer collaborations.

How to Fix It:

• Send Keys Directly with a Personal Message: Eliminate any unnecessary verification processes. Instead, include a direct, friendly message alongside the game key. For example:

Hi [Streamer Name],
We’ve been following your content and think our game, [Game Name], might resonate with your audience. Here’s a key—we’d love to hear your thoughts and see you play it on your stream!

This approach respects the streamer’s time, creates goodwill, and increases the likelihood of your game being featured.

• Use Platforms Designed for Key Distribution: Platforms like Keymailer or Lurkit streamline the process by connecting developers with verified content creators. These tools allow you to distribute keys efficiently while maintaining control over who receives them.
• Research and Personalize Outreach: Take time to learn about the streamer before reaching out. Reference specific streams or videos they’ve created that align with your game. This personalized approach demonstrates genuine interest and makes your message stand out.
• Use Wanderbot’s Checklist for Creator Outreach: Wanderbot, a YouTuber known for showcasing indie games, has put together a helpful quick-reference guide for game developers looking to connect with content creators for coverage.

6. Relying Too Heavily on a Single Platform

Building an audience is a key step for indie developers, but focusing all your efforts on a single social media platform, like Twitter or YouTube, can be risky. Social media platforms frequently adjust their algorithms or introduce new policies, which can drastically reduce your visibility. For instance, changes to Twitter’s algorithm in 2023 resulted in a significant drop in organic reach for small accounts. Additionally, each platform has its own distinct user base and engagement style. Focusing exclusively on one limits your ability to connect with audiences who are more active elsewhere. 

How to Fix It:

• Diversify Your Platforms: Build your presence across multiple channels to reduce dependency on any one platform. For example, if Twitter is your primary focus, supplement it with a Discord server, a Telegram group, or a Reddit community. This way, even if one platform underperforms, others can continue driving engagement.
• Cross-promote: Use one platform to promote your presence on others, encouraging your audience to follow you in multiple places. For example, tweet about your new Discord server or share your YouTube channel on Reddit. Cross-promotion helps you connect with different segments of your audience while leveraging the strengths of each platform.
• Own Your Audience: Don’t overlook the importance of building an audience you directly control. An email newsletter gives you direct access to your fans without relying on third-party platforms. Tools like Mailchimp or ConvertKit can help you grow and manage your list.

7. Skipping Festivals 

Festivals are an incredible opportunity for developers to boost visibility, attract attention, and grow their game’s wishlist. Events like Steam Next Fest, PAX, and genre-specific festivals can showcase your game to thousands of players and media outlets. In fact, games participating in festivals often gain between 3,000 and 10,000 wishlists.

Despite these benefits, many indie developers hesitate to apply, believing their game isn’t ready or doesn’t perfectly fit the festival’s theme. Some think, “If our game isn’t a perfect match, we shouldn’t bother.” In reality, festival organizers often seek diverse entries, and even if your game isn’t an exact fit, it might still be accepted.

How to Fix It:

• Apply Anyway: Submitting your game takes just 5-10 minutes, so maximize your chances by applying to as many festivals as possible. Don’t overthink whether your game is a perfect match—if your game aligns even partially with a festival’s theme, let the organizers decide. That said, if a festival focuses on specific communities (e.g., “Women in Games” or “Black Voices in Gaming”), avoid applying unless you meet the criteria to ensure you don’t take a spot from someone who does.
• Maximize Your Opportunities: Create a list of festivals your game could fit into and plan your applications early. Join the “How to Market a Game” Discord channel by Chris Zukowski, which features a bot that sends reminders about upcoming Steam festivals. You can also use this extensive list of indie festivals to find open registrations.
• Don’t Skip Steam Next Fest: Steam Next Fest is one of the best ways to generate free wishlists and prepare for your game’s release. It allows you to interact with streamers, test your game with players, and build momentum. Yes, it takes effort—creating a demo and preparing for the event—but the results are worth it. 
• Leverage Third-Party Online Festivals: Participate in online festivals that feature games on Steam. Even a simple festival banner can significantly boost your game’s visibility by exposing it to more Steam store visitors.

Festivals are one of the most effective ways to gain exposure for your game, even if you think it’s not a perfect match. By applying to relevant events, respecting festival guidelines, and being proactive, you can turn these opportunities into stepping stones for your game’s success.

8. Skipping Playtests and Ignoring Feedback

For many indie developers, creating a game is a personal passion project—a labor of love and creativity. But sometimes, this focus on artistic vision can overshadow practical needs. Teams can get so caught up in their ideas that they overlook key gameplay elements, leading to imbalances or features that don’t connect with players. A game needs all its parts to work together, like a well-played symphony, to truly resonate. Without that harmony, even the most inspired projects can fall flat.

Regular playtests are crucial to avoid these issues. They can highlight areas where mechanics fall short while also uncovering features that really shine and deserve more attention. Plus, data from playtests is incredibly valuable when pitching to publishers or investors, as it shows your game is grounded in real player feedback.

That said, simply running playtests isn’t enough. A common mistake is failing to collect structured feedback afterward. Beta versions or demos are often released without clear ways for players to share their thoughts. While including a Discord link is a start, it’s not always sufficient. Actively seeking feedback helps developers gain the insights needed to improve their game and set it up for success.

How to Fix It:

• Incorporate Playtests Early and Often: From the earliest playable version of your game, conduct regular playtests to gather feedback on mechanics, pacing, and overall player experience. Define the key elements you want to test during each session, such as controls, level balance, or user interface clarity. Avoid trying to test everything at once—focusing on one or two aspects per session ensures higher-quality feedback. 
• Build a Polished Demo: A well-crafted demo offers a focused, stable, and polished experience that highlights your game’s core mechanics while leaving players eager for more. Ensure the demo is bug-free, concise (15–30 minutes), and includes a clear objective to eliminate confusion. Use introductory tutorials or tooltips to help players quickly grasp the gameplay.
• Create a Feedback Loop: Include a straightforward way for players to provide feedback during or after the playtest. For example, integrate a “Feedback” button into your beta or demo that links to a survey. Use tools like Google Forms to create a short, focused questionnaire. Leverage platforms like Itch.io, Game Jolt, and Steam Playtest for early and large-scale testing. Communities on Reddit (e.g., r/playmygame) or Discord servers can provide grassroots feedback. Consider professional testing services like BetaTesting for more targeted audiences if budget permits.
• Ask the Right Questions: Design surveys with no more than five questions to respect players’ time while still collecting actionable insights. Prepare specific questions in advance to guide feedback. Avoid generic prompts and instead ask specific questions like:  “Were the textures clear and immersive?” or “Did the control layout feel intuitive?” ‍
• Prioritize Feedback: Not all feedback is equal. Look for recurring issues or actionable suggestions. Specific feedback like “The controls feel awkward because of the jump button placement” is far more valuable than generic comments like “The controls are bad.” Balance player input with your game’s vision—some ideas may not align with your core goals, but others can highlight critical improvements. ‍
• Implement Changes Gradually and Communicate: Treat player input as a resource, not a critique. Use it to refine gameplay mechanics, adjust pacing, or highlight features that resonate most with your audience. Maintain a structured roadmap to stay on track while remaining flexible enough to adjust based on valuable input. Keep players informed about improvements through regular updates and patch notes. Acknowledge specific suggestions in your communications, even if they aren’t implemented, to foster respect and loyalty. 

9. A Steam Page in One Language

Many indie developers create their Steam page only in English, but the majority of the Steam audience speaks other languages. In fact, over 67.32% of Steam users primarily use languages other than English. Additionally, the number of new Steam users in countries like China, Serbia, and the Philippines has increased by more than 100% since 2019, with Japan, India, and Mexico seeing growth of over 150%.

Without translations, you’re missing out on thousands of potential views and wishlist additions from players searching for games in their native language. Steam will display a warning that the game is available only in English, but what matters most is that your game gets in front of more people. 

How to Fix It:

• Translate Your Page: Use professional localization platforms like Crowdin or Localize to translate your Steam store page into multiple languages. These platforms make it easy to collaborate with experienced translators who can adapt your content to suit cultural nuances, ensuring your message resonates with global audiences. If hiring professional translators isn’t feasible, platforms like Gengo or Upwork offer cost-effective solutions for indie developers. These platforms connect you with freelancers who can translate your content at a fraction of the cost.
• Start Small: Even if your game itself is only available in English, translating your Steam store page can dramatically expand its visibility. As your game gains traction, invest in translating more elements, such as in-game menus, tutorials, and subtitles. Expanding localization in phases allows you to manage costs while steadily increasing accessibility for international players.
• Target High-Potential Languages: Prioritize translating into the most widely used languages on Steam. Simplified Chinese alone accounts for over 33.48% of Steam users, making it an essential language for global reach. Other high-potential languages include Russian, Spanish, Portuguese (Brazil), and German. Focusing on these markets ensures you’re reaching a significant portion of Steam’s user base.
• Test Your Localized Page: Once your page is translated, share it with native-speaking testers or community members to review for clarity and tone. Platforms like Reddit, Discord, or specialized forums (e.g., r/IndieDev) can be great places to find volunteers who are willing to help fine-tune your localization efforts.
• Promote in Localized Communities: Once your page is translated, focus your marketing efforts in regions where those languages are widely spoken. For example, use platforms like Weibo or Bilibili to connect with Chinese gamers.

10. Obsessing Over Wishlists and Click-Through Rates

Many indie developers get caught up in metrics like wishlists and click-through rates (CTR), letting minor fluctuations create unnecessary stress. While these numbers are important, fixating on them can distract from the bigger picture—building and sustaining momentum for your game.

It’s natural to feel discouraged when users remove your game from their Steam wishlist, but it’s a normal part of user behavior. Wishlist cleanup often happens during major Steam sales when players revisit their lists to remove games they’ve lost interest in, ones not on sale, or those that have been in development for years. On average, you can expect 10–12% of your wishlists to be removed over time. This is not a reflection of your game’s quality but rather the ebb and flow of user interest.

CTR measures how many users click on your game after seeing it displayed on Steam. While useful for understanding engagement, it’s not always reliable. As your game gains visibility and appears more frequently in recommendations or on Steam’s homepage, impressions increase, but CTR might decline. This doesn’t mean interest is dropping—it’s simply a result of broader exposure.

How to Fix It:

• Prioritize Wishlist Growth Over CTR: CTR is not always the best metric, particularly for organic visibility. Wishlists are a better indicator of player interest and Steam’s promotional potential for your game. Use Steamworks’ analytics to monitor wishlist activity. Focus on maintaining positive growth rather than worrying about temporary dips.
• Focus on CTR in Paid Ads: CTR is more critical for paid advertising. A low CTR in this context often indicates poor creatives. If your CTR in ads is underperforming, revisit your ad visuals, copy, and targeting to make them more compelling and aligned with your audience’s interests. Ensure your ads are reaching the right players by using interest-based targeting on platforms like Facebook or TikTok.
• Don’t Sweat Wishlist Removals: Understand that losing wishlists is normal, especially during sales. Focus on growing your list instead of worrying about fluctuations.

Final Thoughts

Launching a successful indie game takes more than a great product—it requires strategic planning, consistent communication, and a keen understanding of your audience. By avoiding these mistakes and leveraging the right tools, you’ll set your game up for success.