An indie game marketing plan, with a template
2 min read
By Eduardo Orellana ·
An indie game marketing plan fits on one page: the hook in one sentence; the audience, named by five to ten comparable games; a goal in wishlists by a date; two or three channels you will keep up every week; the beats on a calendar (Steam page, demo, festivals, trailer, launch); and the numbers you check weekly. Copy the template below, fill it in, and revisit it monthly.
A plan is a list of things you will do on dates
"Grow on social media" is a wish. "Post two clips a week on TikTok, enter Next Fest in February, email twenty creators in March" is a plan. Write the second kind.
The template
Hook: one sentence a player would repeat.
Audience: players of [5 to 10 comparable games].
Goal: [N] wishlists by [launch date or Next Fest].
Channels (pick 2 or 3): festivals / creators / clips / devlogs / community / ads.
Weekly: [e.g. 2 clips, 1 devlog every 2 weeks, 5 creator emails].
Beats: Steam page [date]; demo [date]; festival [date]; trailer [date]; launch [date].
Measure weekly: wishlists added and net; visits by source; best and worst post.
Budget: [money] and [hours a week].
Using it
Fill it in one sitting. Put the beats in a calendar with reminders. Each month, compare wishlists against the goal, keep the channels that moved them, and drop one that did not.
Where Flockbay fits
Flockbay keeps a growth plan for your game, a wishlist goal with dated steps, free, and does the work in it from the chat: the Steam page, trailers and clips, posts, ads on your own accounts and playtests, free in beta until 1 December 2026.