Start marketing before you finish the game. The most common mistake is treating marketing as a post-launch activity; it is a pre-launch activity that determines whether your launch day is a trickle or a spike. You need to build an audience and a wishlist base before you release, because Steam’s visibility algorithms favor games with high wishlist counts and engagement at launch.

Your Steam Page is Your Storefront, Not a Formality

Your Steam page is the single most important marketing asset you control. It is what players see when they find you through search, discovery queues, or external links. Get it right before you announce anything else.

Short Description: 300 Characters Max

Steam caps the short description at 300 characters. That is your elevator pitch. It must say what the game is, what makes it unique, and why someone should care — in under 300 characters. Write it early and revise it often. Test it by showing it to someone who has never heard of your game and ask them to describe what your game is about. If they can’t, rewrite.

Capsule Image: The First Impression

Your capsule image is what shows in search results, the Steam front page, and your library. It is the first thing people see, and it has to be legible at tiny sizes. Use high contrast, a clear focal point, and minimal text — the game title should be readable but not dominating. Avoid clutter. Look at what successful games in your genre use as capsules and learn from them, but don’t copy.

Tags: Choose Wisely

Tags come from a fixed vocabulary on Steam. They determine which discovery queues and recommendation lists your game appears in. Steam recommends adding up to 20, and only the top 20 are shown to users and used to influence your store visibility. You need at least five before you can launch. Fill them out, but don’t stuff them — choose tags that accurately describe your game’s genre, theme, and mechanics. If your game is a roguelike deckbuilder, tag it as such. If it has pixel art, tag that. The more relevant tags you have, the more likely you are to show up in the right places.

Build a Wishlist Count Before Launch

Wishlists are the primary driver of Steam’s launch-day visibility. Games with more wishlists at launch get more visibility, which leads to more sales. You want to accumulate as many wishlists as possible before release. The number isn’t the point — the trend is. A steady growth from consistent marketing is better than a last-minute spike.

Use a Landing Page or Press Kit

Before your Steam page is live, create a simple landing page or a press kit that captures email addresses. Use a tool like Mailchimp or a simple form. Offer something in exchange: a demo, a wallpaper, a devlog. This builds an email list you can use to announce your Steam page launch, demo releases, and launch day.

Post about your game on Twitter, TikTok, and Instagram as soon as you have something to show. Use the hashtag #indiedev and #gamedev. Share development progress, concept art, and short gameplay clips. The goal is to build a following before launch. Consistency matters more than polish — post regularly, even if it’s just a screenshot.

Get Your Game in Front of Streamers and Press

Streamers and press coverage can be a huge boost, but you have to approach them correctly.

Find the Right People

Don’t email every streamer with over 100,000 followers. Instead, find streamers who play games similar to yours, regardless of their size. A streamer with 5,000 followers who loves roguelikes is worth more than a variety streamer with 500,000 who won’t stick with your game. Use sites like Twitch or YouTube to search for your genre and see who is actively playing similar games.

Send a Personalized Pitch

Write a short, personalized email. Mention a specific video or stream they did, and explain why your game would appeal to them. Attach a press kit link with a demo, screenshots, and a one-page fact sheet. Don’t send a generic mass email.

Time Your Outreach

Reach out to streamers and press about 2-4 weeks before your launch, when your demo is ready. Give them time to play and prepare content. For launch day coverage, send review codes a week before launch.

What Developers Get Wrong

Here’s the blunt truth: most indie developers fail at marketing because they treat it as an afterthought. They think that if they make a great game, it will sell itself. That is false. The market is saturated, and your game will be invisible without active promotion.

They Start Too Late

Many devs start marketing when the game is already out. By then, it’s too late to build an audience. Start at least 6 months before launch. If you’re already in the final month and have no wishlists, you’re behind. But it’s not hopeless — do what you can, but expect a slower start.

They Focus on the Wrong Metrics

Obsessing over follower counts or likes on social media is vanity. The only metrics that matter are wishlists and email signups. A thousand Twitter followers who don’t wishlist your game are worthless. Every post should drive to your Steam page or email list.

They Neglect Their Own Community

Engage with people who show interest. Reply to comments, answer questions, and ask for feedback. Build a Discord server early and invite your followers. A small but active community is worth more than a passive large one.

They Forget the Demo

A playable demo is one of the best marketing tools you have. It lets players experience your game, and if it’s good, they’ll wishlist it. Steam Next Fest is a prime opportunity — games with demos get a visibility boost. Even outside of Next Fest, having a demo available on your Steam page can convert visitors into wishlists.

They Underestimate the Power of a Launch Date

Don’t launch into a void. Choose a date that avoids major AAA releases and other big indies. Check the Steam calendar for upcoming releases. A Tuesday or Thursday is often better than a Friday, because there are fewer releases. Also, announce your launch date at least a month in advance so your community can prepare.

Launch Day and Beyond

On launch day, send an email to your list, post on social media, and announce to your Discord. Keep posting updates, and consider a launch sale (but be careful about discounting too much too soon — you want to establish value). After launch, continue marketing: update your game, fix bugs, and engage with reviews.

A worked example

Here is the same idea run through this site’s copy generator. The game below is made up, but the copy is the real, unedited output — not something written for this article.

Whisperglass Reverie — atmospheric puzzle adventure

You navigate a silent spaceship by manipulating sound waves to reveal hidden paths and solve environmental puzzles. The twist: every echo you create also awakens a lurking cosmic entity that hunts you, forcing strategic use of noise.

Tagline

Sound your way through a quiet, haunted ship.

Steam short description (196 / 300 characters)

Guide a lone explorer through a silent spaceship by shaping sound waves. Every echo reveals hidden paths—but also wakes a cosmic presence. Solve gentle puzzles, stay quiet, and find your way home.

Suggested tags

Atmospheric · Puzzle · Exploration · Indie · Singleplayer · Story Rich · Soundtrack · Walking Simulator · Mystery · Relaxing

You can run your own game through it in about thirty seconds: Steam store copy generator. It is free and needs no account.

How to Market an Indie Game: A Practical Guide