Video Game Marketing Guides | IMPRESS Blog

Everyone knows their games Steam Page is important. Steve believes it is probably the single most important marketing asset you have when releasing a game on Steam. What is Steam Page Optimisation? Why is everyone so obsessed with Wishlists, and do they really matter? When should I make my Steam Page live? Do I need a demo? This session will provide answers to these common questions and more, delivering practical advice on how to plan your release schedule, how to make your game page work harder for you, and how to evaluate your chances of success, measure the results, and take appropriate action.

Many developers wonder how publishers discover the next big game. What makes them say “yes” to one pitch and “no” to another. Patrick Johnson, Head of Discovery at Playstack, will take the audience for a look behind the curtain at the publishing journey from discovery to launch. Patrick will share the human touch behind scouting – the paradoxes, the “maybes,” and the crystal ball moments that shape a publisher’s decisions. Attendees will hear how intuition, experience, and market insights come together to identify potential hits. With real-world examples from popular games like Balatro and Abiotic Factor, attendees will gain valuable insights into how publishers assess projects, and what they’re likely to pursue in the future. This will be an honest, behind the scenes talk about scouting and what it was like to find games like Balatro and Abiotic Factor.

In this session, Jarvs will explore ways to keep player interest high using events, updates, and meaningful social interaction, while emphasizing the value of building a studio brand that encourages long-term loyalty. With insights into fostering an inviting community culture on platforms like Discord and examples of studios who have succeeded, Jarvs will show how well-engaged players can become key champions of not just one game, but future releases as well!

Join Future Friends TikTok specialist Abi as she discusses all things TikTok! Marketing your game is hard enough, but breaking it down into short-form video content can feel even harder. In this session, Abi will talk about finding your tone and unique style on the app, as well as best practices for reaching a larger audience whilst also finding your own voice on both TikTok and other video app alternatives such as YouTube Shorts and Threads.

Senior video editor Owen Trett is going to break down the creative process for creating eye-catching 2D animated trailers. Looking into the DLC launch trailers for Vampire Survivors, they will showcase the best practices for working with animation teams and enhancing a trailer value with dazzling visuals. This session will look into the pre-production, scripting, and feedback processes when working with an animation team, and how you can synergise your games' essence into a stunning trailer.

In a crowded marketplace, making your game is half the battle. Getting your game seen will determine how successful you are. This talk explores the critical role video plays across every stage of an indie game's journey, from crowd funding pitches and teaser trailers to behind-the-scenes dev diaries, launch assets, and building an audience. Whether you're a solo dev or a small team, learn how to plan, produce, and leverage video content that not only grabs attention but builds a lasting community around your game.

In this session, Claire will explore how indie devs can set themselves up for marketing their games with limited to no budget. Looking at festivals/showcases, making Steam work for you, how to grab press/creator attention, telling your story and more!

Tony Gowland from indie studio Ant Workshop shares lessons from self-publishing Dungeon Golf!

Najmah shares lessons from the production of The Ouroboros Express!

What are the challenges of long-term indie development? What does running a studio for 10+ years feel like? We're joined by indie legends Jake Birkett (Grey Alien), Shawn Alexander Allen (Nuchallenger) and Sam Read-Graves (ReadGraves) for a chat on all things indie resilience!

What makes a great indie game trailer? How can indies prepare for the trailer production process? What debug or camera tools are there? We're joined by popular creative director and trailer editor Derek Lieu for a chat on all things game trailers!

How do you effectively work with content creators to market your game? What makes for successful influencer partnerships? How do you find the right creators, and what should you consider before reaching out?

How do you build, engage and grow your community? What are the common mistakes developers make? What tools and tactics are available? And what does "good" even look like when it comes to community?

Marketing agency professionals share a marketing campaign that they each love! Games include: Another Crab's Treasure, Content Warning and The Ouroborus King.

Stuart Burnside (BFI) shares the latest information on UK video games industry tax credits / expenditure relief.

Anisa Sanusi shares everything Limit Break Mentorship, and how increasing diversity in the gaming industry can lead to unique and innovative game ideas.

Whether you’re a first timer or you’ve been round the block a few times, join Matt Brown (Vicarious PR) as he walks through some important concepts and helpful advice for game devs to remember as you work to reach players and develop an audience for your indie game.

So your Steam page copy is pristine, your Discord’s all set up and you’ve got your community plan ready to roll, but what happens when your indie game succeeds beyond your wildest forecasts? Suddenly your marketing needs have transformed. While every journey is different, in this talk, Haley Uyrus (Former Epic/Mediatonic & Failbetter Games) will delve into practical considerations for marketing, brand and comms at scale –with her VESPA framework– so your plan can evolve too.

It’s no secret that PowerWash Simulator has collaborated with some huge IPs since launching in 2022, from Tomb Raider to Warhammer. FuturLab’s Associate Marketing Manager, Jess Green, shares insights and learnings from partnering with some of entertainment’s most beloved franchises.

Insights on getting started with TikTok for indie game developers, and the latest dos, don'ts, and best practices for increased TikTok algorithm visibility.

Everything has shifted for creators, platforms and games discovery over the past 12 months but most indies are still using an out-of-date playbook and assumptions. In this talk, Rich Keith (Fourth Floor) delivers lessons from 12 years of working with creators and influencers, what has changed and what the future looks like.

Join James Parker as he grills key figures from games publishing about what they are looking for, and how to make your game stand out when hunting for that elusive deal.

An exploration of the PowerWash Simulator community & social strategies for success.

Unique insights from the teams with perspective. This panel has collectively worked on hundreds of games marketing projects, which meant plenty of insights and learnings were shared!

Indie trailer maker, Suzanne of IndieBard, shared tips for working with your trailer editor to make the most impact for your indie game.

Game marketing and Steam discoverability expert Chris Zukowski of howtomarketagame.com brought us the latest insights on Valve's monster marketplace.