How can small indie game studios compete with the large marketing budgets of bigger companies?

Disclaimer: This DevLog is intended to help anyone, who is in a similar situation we are in at the moment. Everyone has to make their own decisions. This merely is our own honest view and opinion, based on our experience. We would love to hear from you, what you think about it all. We wish you all the success and fun you deserve with the development and release of your game! eXplore Studio

One might think the situation is hopeless, when small indie game studios try to gain visibility and traction in the market, given that they have to compete against seemingly very powerful, big companies with impressive marketing budgets. However, despite the odds, small studios can indeed compete with larger companies by leveraging creativity, community engagement, and strategic marketing. The following strategies may be useful:

Using social media like X, TikTok, YouTube, Instagram, Tumblr, LinkedIn, Discord etc., small studios can still reach out to their future players globally and build a strong and loyal community of followers, especially when the content they share is of high quality, e.g. with regular updates, appealing videos such as compelling trailers, interesting behind-the-scenes content, and interactive posts. Furthermore, engaging with influencers and streamers can significantly boost visibility. They can showcase your game to their followers, providing authentic endorsements.

Platforms like Steam, itch.io, and the Epic Games Store allow indie developers to reach a global audience without the need for physical distribution. Limited-time discounts and sales can further attract players and boost visibility on these platforms. Crowdfunding, for example with Kickstarter projects, can help raise funds while also building a community of early supporters who are invested in your game’s success. One cannot start too early to build a strong community of followers that will support and promote you and your game.

Participating in game conventions offers opportunities to showcase your game yourself, network with other developers, and perhaps gain the attention of influencers and the media. There are often possibilities to apply for an opportunity to exhibit your game at a reduced price and/or in the framework of a suitable organisation or association. Even if you cannot afford the high fees, it is still very useful to attend conventions to network, exchange experience, and tell people about your game.

Therefore, if you are involved in a small indie game studio – try not to lose hope or feel overwhelmed! It might well take longer to gain traction, but it is also a lot of fun and new friendships may be formed on the way. Enjoy the many beautiful people and open minds you will meet!