Unlocked Earned Coverage - How to sell your game with limited funds
summary
Recommends budgeting 25–35% of development cost for marketing, expects typical indie campaigns to sit between $10k–$50k and shows a $10k plan for a demo game called Moon Drifter; separates paid ads from earned PR and cites a $500 press push that wins Tower of Dreams an IGN pickup as an example of earned upside. Prioritizes a 1–2 minute trailer, a demo for steam nextfest, a Three Peaks schedule (announce, release date, out now), targeted lists of ~50–100 outlets, PressRelease distribution via PressEngine, follow-ups twice, embargoed reviews 1–2 days before launch.
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chapters (11)
- 0:00Introduction
- 1:01Budgeting strategies
- 5:26Paid vs. earned marketing
- 9:17Optimizing game assets
- 11:17The three peaks of PR
- 22:14Effective outreach
- 26:10Marketing dos and don'ts
- 48:11Marketing case study
- 48:23Q&A session
- 54:21Strategic planning tips
- 56:55Closing remarks
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