Indie game marketing tools, by job
2 min read
By Eduardo Orellana ·
The tools indie developers use to market games fall into jobs: Steam's own Steamworks reports and UTM analytics for data, with SteamDB and similar sites for comparables; OBS and a video editor such as DaVinci Resolve for trailers and clips; schedulers for social posts; key distribution platforms and press kit pages for creators and press; Steam Playtest and itch.io for tests; a site builder. AI tools now draft copy, art, video and ads; check every claim they write, and disclose AI content Steam asks about.
Pick tools for jobs, not because they exist
There are more marketing tools than any solo developer can use. Start from the jobs your plan needs this month, and pick one tool per job.
By job
- Data: Steamworks' wishlist, traffic and UTM reports; SteamDB and similar sites for comparable games.
- Store page: Steam's own tools; Flockbay's Steam page kit; capsule art from an artist or your own frame.
- Video: OBS for capture; DaVinci Resolve or another editor; Flockbay's Video studio for devlogs, trailers and shorts from real gameplay.
- Social: a scheduler; Flockbay's Social posts for TikTok.
- Creators and press: key distribution platforms, Steam's Curator Connect, a press kit page.
- Playtests: Steam Playtest, itch.io, Flockbay playtest links.
- Website: a one-page builder, static hosting, or Flockbay's game websites.
AI tools for game marketing
General chat models draft copy, posts and emails well if you give them the facts. Image and video generators make art and footage, at the risk of misrepresenting the game and of players who avoid AI-made games. Tools that work from the game itself (real frames, real gameplay) avoid that risk. Whatever you use, check every claim, and include AI content in Steam's AI disclosure.
Where Flockbay fits
Flockbay covers several jobs from the chat that builds the game: the Steam page as a .zip you upload yourself, Video studio, posts to TikTok, ads on your own ad accounts that you launch, a website on flockbay.app, playtest links, and Steam numbers. The publishing tools are free in beta until 1 December 2026; the Steam numbers and the page by hand stay free.