Indie game marketing timeline generator

The plan, relative to launch

1. About a year before launch, or now if that has passedPut the Steam page up as Coming Soon, with a teaserValve says a wishlist from two years out converts about as well as one from two weeks out, so the page earns from the day it is up. Wait only for the look to be settled. When to make your Steam page
2. With the Steam pagePublish the press kitWriters and creators who find the page need the facts, art and trailer without emailing you. How to make a press kit
3. From the Steam page to launchStart the cadence: a devlog a month, clips every weekEach post is a reason for someone to find the page; a steady habit beats a launch-week burst. How to make a devlog
4. Five weeks before your Next FestSubmit the demo for review to make the Next Fest Press PreviewValve's Next Fest countdown: the Developer Preview opens five weeks before, and demos reviewed by then are in the Press Preview. Steam Next Fest checklist
5. Three weeks before your Next FestLast call: demo submitted for build reviewValve's countdown: a demo not submitted for build review by now risks missing the edition. What Steam Next Fest is
6. Two weeks before your Next FestGameplay trailer on the store pageNext Fest visitors decide in seconds; Valve recommends the first trailer be mostly gameplay. How to make a game trailer
7. A week before your Next FestDemo public on SteamThe demo must be publicly playable when the edition starts; a week early gives time to fix what the first players hit. How long a demo should be
8. The last edition that ends before launchSteam Next FestA game enters one Next Fest only, and must not release before it ends; the closer to launch, the fresher the wishlists. Steam Next Fest checklist
9. A month before launchCheck wishlists against your goal; move the date if far shortFirst-week sales are roughly a tenth to a sixth of wishlists for the median game; this is the last cheap moment to move the date. How many wishlists you need
10. Two weeks before launchKeys to creators who play games like yoursCreators need time to play and edit; a video on launch day needs the key now. How to get YouTubers to play your game
11. A week before launchLaunch trailer and release-date announcementFollowers and wishlisters hear the date; the trailer goes first on the store page. How to make a game trailer
12. Release dayLaunch, press release, and launch weekWishlisters get Steam’s release email; reply to every review and fix what breaks this week. Steam release checklist