The Indie Expedition

Stage 3 - Laying Foundations

You’re deep into Stage 3 now. Expanding. Pushing forward. You’ve all shared so much and poured in so much work. But now, there’s something else to do.

We’ve talked a lot about your game as a product, and that’s meant a lot of product-focused thinking. The next part of that mindset is promotion. Marketing isn’t just flashy trailers or social media buzz; it’s everything we’re doing here: refining your game, polishing your documents, and preparing to show the world what you’ve built.

Launching on December 1st means people need to know about your game before then. No matter where you plan to launch it, no matter how big or small your audience is now, you need to plant the seeds early.

For the next few weeks, I want you to take a pause on development. Step back. Spend 7 to 10 days doing a little housework. Lay the groundwork.

This isn’t about ignoring your game; it’s about making sure it has a home, a name, and a face that people can find and fall in love with. Because no matter how brilliant or beautiful your idea is, it needs to be something people can talk about, get excited for, and follow all the way to launch day.

Take a deep breath. You’ll get back to the code soon enough. But right now?

It’s time to build the foundations that will carry your game across the finish line;  and beyond.

Promotion takes time. The best time to start is a year ago. Second best time is now.

It takes time to build an audience. It takes multiple contacts for someone to say “I want this product” or “I’ll buy this.

Above all though, you need to actually get in front of people. And that means content.

Content comes in a bunch of different forms. Overall though, it just means pictures, videos, audio and text about your game. People need to see it, to know it exists.

If you’re willing and able to put any kind of spend behind it, you can promote and boost things on search engines, social networks and other ad delivery services. CPM varies a lot, but it can be cheaper than you’d imagine. 

All of the details of this step could have multiple pages written about them, there’s expertise out there on making great content, social profiles, trailers and steam pages. We’re not going to be able to cover all of it. But we can make sure you’ve got a good foundation as you…lay your foundations.

 

 

Foundations Sprint - The checklist

Pick a name

Your game needs an identity before it can have fans. Choose and finalise a name that’s memorable, easy to search, and emotionally resonant. This is the first step in making it real for the outside world.

Tips:

  • Test it out loud – if it’s awkward to say, people won’t repeat it.

  • Check domain and handle availability right now to avoid heartbreak later.

  • Avoid overly generic or crowded names; you want to stand out, not get lost.

Give it a home on the web

Your game needs a place to live, a single link you can point everyone to. This can be a website, a Steam page, an Itch page, or a social media profile — but there must be one clear “home base” where players learn more.

In order of priority: A website on your own domain, a subdomain, a steam page, an itch page, a social media profile on a major social network, a Linktree.

Tips:

  • Even a simple one-page site is enough to start.

  • Make sure it clearly explains what your game is and what makes it special.

  • Put this link in all your bios and share it everywhere — consistency builds trust.

Finalise the visual style

Lock in the look and feel of your game so players (and you) know exactly what it is. This doesn’t mean everything needs to be finished — just one polished corner or two final showcase images to set the tone.

Tips:

  • Pick one “epic” image and one small, grounded detail to show range.

  • Use these visuals across your website and social posts for coherence.

  • Don’t worry if the rest of the game is still messy — this is your flagship.

Lock in your tags and core identity

Now is the time to decide how you’ll describe your game to the world. Your major genre, themes, and top tags are your shorthand for players and platforms alike — and they guide how you’ll market it.

Tips:

  • Use the words your future players would use, not just design terms.

  • Look at similar games on Steam or Itch to see what tags work.

  • Keep it simple and broad first; you can refine later.

Start audience building now

You’re about five months from launch — the perfect time to begin gathering an audience. Think of it as building relationships, not just hyping a product. Consistency is more important than frequency.

Tips:

  • Choose a realistic posting cadence (weekly, fortnightly, or monthly).

  • Share progress, small wins, and behind-the-scenes moments.

  • Engage back — comments and DMs build loyal early fans.

Engage your fellow Expedition members

Your first supporters are already here. Share, comment, and lift each other up — this creates a supportive bubble of momentum and visibility that benefits everyone.

Tips:

  • Join the new Expedition channel and commit to following a few others.

  • Leave thoughtful feedback or even just an emoji to show you’re there.

  • Remember: rising tides lift all boats — this is your indie crew.

Draft your store page and selling language

It’s time to write your first draft of your store page or pitch language. You don’t need to get it perfect — the goal is to start articulating your game’s promise and personality clearly.

Tips:

  • Focus on excitement and clarity; details can come later.

  • Imagine you’re telling a friend why they should play.

  • Save screenshots and gifs to drop into this draft now, even if rough.

Settle on a price and identify your competitors

Choosing a price forces you to think about value, and understanding your competitors helps position your game in the market. This also helps you learn from others’ strengths and avoid their pitfalls.

Tips:

  • Pick 3 similar games in your genre/price range to analyze.

  • Treat competitors as peers and teachers, not enemies.

  • Don’t get stuck on perfection — you can adjust price later, but you need a starting point.

Website 101

What does your website need to look like for an indie game? Maybe websites aren’t what you do. That’s ok, we’ve got you. 

  • Always ask visitors to take action.
    Wishlist, follow, join an email list,  don’t be shy. A website without a call to action is like a store with no open sign. People are just going to walk past.

  • Show only your best work.
    You have no idea how many games or websites people just skimmed before yours. One excellent image or gif is better than thirty mediocre ones. This might be your only shot.

  • Assume nothing. Be explicit.
    Your visitors might not think like you, or know your genre tropes. Tell them exactly what the game is and why they should care. Be open, clear and direct. Be bold with comparisons. People who love XCOM don’t just love games that work exactly like it.

  • Content above the fold.
    The “fold” is what people see without scrolling your site. The default view. Put your hook (headline, image, or main call to action) right there. If visitors have to scroll to understand your game, you’ve already lost many of them.

  • No self-deprecation.
    Your website is like a job interview or pitch deck. Show confidence, even if you’re internally unsure. This isn’t the place to make a joke about doing your best.

  • Stick to plain text, not text on images.
    Text on images is harder to read, doesn’t work well on all screen sizes, and can’t be indexed for SEO.

  • If writing isn’t your strength, get help.
    Use AI tools (like ChatGPT) to draft snappy, clear text — then rewrite it in your voice. Don’t be afraid to iterate.

  • Talk about the game, not you.
    Your game page is not the place for your autobiography or company backstory. Focus on the experience the player will have, not the experience you had making it.

  • Embed a single strong call-to-action button near the top.
    Make it big, obvious, and above the fold  e.g., “Wishlist on Steam” or “Join the Playtest.”

  • Check your site on mobile.
    Many visitors will see your page first on their phone. Make sure text is legible, images scale well, and buttons are easily tappable.

  • Think long-term.
    Even if this is just a simple one-page site today, structure it so you can add dev logs, mailing list sign-ups, or new trailers later without starting from scratch.

Laying out your website

Above the Fold 

[Game logo or title]
[Large hero image – gameplay or artwork inspired]

One-sentence value proposition
Example: “A heartwarming village builder where every plant has a story.”

Single strong call-to-action button
Examples: “Wishlist on Steam”, “Join the Playtest”, “Follow for Updates”

Feature Highlights Section

Short headline: “Why You’ll Love It” or “Key Features”

Three short bullet points (each ~1 sentence)
Example:

Grow your own magical garden and trade with quirky villagers.

Uncover hidden stories in a hand-painted world.

Relax or challenge yourself with adaptive difficulty.

Hero Image or GIF Section

Single large, stunning image or a looping GIF/video snippet

Caption (optional): A short line that reinforces vibe or emotion.
Example: “Find peace in your little corner of the world.”

About the Game Section

Headline: “What is [Game Name]?”

1–2 paragraph description, focusing on player experience, not dev history.
Example:

“In [Game Name], you’ll explore a windswept archipelago, discover lost creatures, and rebuild ancient shrines. Designed to encourage curiosity and gentle exploration, the game invites you to wander and create at your own pace.”

Include 2-4 more images/gifs here.

Call to Action Repeated

Same as the top CTA (wishlist, join, follow, etc.).

Put it here again to catch visitors who scroll.

Optional: Newsletter or Community Invite

Short invite text: “Want early access news or behind-the-scenes art?”

Simple email sign-up field or Discord link.

Footer

Small text links: About, Press Kit, Contact

Social icons (Twitter, Instagram, TikTok, etc.)

Laying out your Steam Page

Hero Trailer (Top of Page)

A short, clear, high-impact trailer (20–90 seconds recommended).

Prioritize gameplay footage, not just logos or cinematic shots.

Capture the hook in the first few seconds — assume people might not watch the whole thing.

Screenshots (4–8 images minimum)

Show different areas, moods, or core activities in your game.

Avoid UI-heavy shots, cluttered menus, or repeated scenes.

Think of them like “postcards” — each one should tell a mini story about what it’s like to play.

Short Tagline or One-Sentence Hook

Example: “A cozy farming RPG where your crops can talk back.”
Don’t get clever or complicate it. Short and sharp is what sells.

 

Detailed Description Section

Break into mini sections with headers, so people can scan easily.

Each section highlights a major promise or feature.

Optional: include gifs or images to break up text if Steam allows (currently you can embed gifs in the long description area using markdown).

Example section breakdown:
Grow, Build, and Explore

Shape your own floating island, grow weird crops, and design your dream homestead in the sky.

Befriend Whimsical Creatures

Meet oddball characters, earn their trust, and unlock secret stories hidden across the archipelago.

Master Unique Tools and Gadgets

Experiment with flying machines, plant alchemy, or puzzle gadgets to discover new ways to play.

Call to Action (Wishlist Prompt)

Example: “Love cozy adventures? Add [Game Name] to your wishlist and be first to know when it launches!”

Feature List (Steam-specific block)

Short, punchy points (Steam shows these in bullet format under “Features” automatically).

Example points:

  • Single-player
  • Controller support
  • Steam achievements
  • Procedurally generated levels
  • Story-rich

Tags

Choose tags carefully — they determine where your game shows up in discovery queues and search filters.

Pick popular tags players actually browse, not niche jokes or internally used terms.

 

Extra Steam Tips

  • Your capsule (header) image is critical — it needs to be readable at tiny sizes and still look appealing.
  •  Your short description (the snippet under your game title) is one of the most important sales hooks. Think of it like an elevator pitch.
  •  Steam algorithms reward wishlists, so push them aggressively  “Wishlist Now” should appear more than once.
  •  Check out your competitors’ pages;  not just their art style, but how they structure copy, what features they highlight, and how they break sections up.
  •  Avoid text walls. Use formatting: bold, headers, line breaks. It helps keep tired eyes engaged.

You’re launching a game.

Take a minute to remind yourself.
To look at that one more time. You’re launching a game. So it means you need to get it in front of people.

You don’t know it all, you won’t get it all right. When in doubt, keep it simple and you’ll do fine.