Launching a game without marketing or PR experience can be daunting. However, it doesn’t have to be when you learn how they amazingly they work together, similarly to the delicious combination of peanut butter and chocolate! Most guides on the internet titled “indie game marketing” only describe how to use Public Relations to your advantage. This series will help you create a marketing plan needed in today’s competitive marketplace.

Sections of the Game Marketing Plan

  1. Game Summary
  2. Environment
  3. Strengths, Weaknesses, Opportunities, Threats
  4. Goals and Objectives
  5. Marketing Strategy
  6. Action Program
  7. Forecast
  8. Refinement


Game Summary

Use these questions to help develop your elevator pitch and put your game’s vision into tangible thoughts for an overview:

  • Who is our target player? Imagine an example user who might play your game with details about their age, gender, and location.
  • Who is our target purchaser? In the day and age of Parental Controls, kids must get approval before spending money.
  • What is the game’s name? Create a list of a few names for your game. We’ll refine its name in future steps of the marketing plan after researching the environment.
  • What is the game’s category? Our clients have found success when they combine two genres to create a niche, like Words & Cards.
  • What is the game’s benefit? Mobile games are commonly used to pass brief periods of times, while PC gamers sometimes enjoy longer playing sessions. Some games love helping players find and save their princess who keeps getting captured. 🙂
  • Who are our three top competitors? List the top three games that might compete with yours. Don’t be afraid to list games on other platforms than what you’re targeting. These will be useful in Part II of the guide.
  • What is the game’s unique differentiator? Write the reasons why someone would tell their friend about the game or what makes your game stand out from the rest.

In the next part of our Game Marketing Plan series, I’ll detail how to research the environment, complete a SWOT analysis, and develop your objectives.