How Indie Devs Can Do More With Less:
In the ever-changing world of indie game development, one thing remains constant: limited budgets and endless ambition. In the latest episode of the IndieGameBusiness® podcast, Jay Powell, CEO and Founder of The Powell Group and IndieGameBusiness® sits down with Mike Gallagher, founder of Untitled Advertising Lab, to unpack realistic, sustainable Indie game marketing strategies for indie studios. With decades of combined industry experience, Jay and Mike dive into what it really takes to market a game in 2025 without burning out or burning through your budget.
From Film to Games: Mike’s Marketing Journey:
Mike Gallagher didn’t start in games. His roots were in film and production, slogging through the rainy sets of Vancouver until he shifted to PR, eventually landing at EA. After leading marketing at studios like Hyper Hippo and Hothead Games, he founded Untitled Advertising Lab, a boutique agency helping small to mid-sized studios with practical, ROI-driven marketing support.
Start With What You Have – Internal Resources Matter:
Mike’s first piece of advice? Audit your internal capabilities. Before spending a dime externally, understand what your team can already do. Have an art team? Great—train them to create marketing assets. Have someone savvy with Discord or social media? Start building a community early. Every team is different, but identifying strengths (and gaps) is key to stretching your budget.
“The more efficient you are with internal resources, the more you can focus outside help on the things your team truly can’t handle,” Mike notes.
Community is Not Optional:
Community isn’t just a buzzword; it’s a foundational pillar of Indie game marketing strategies. Whether it’s Discord, your Steam page, or app store comments, every player touchpoint matters. Studios that prioritize engagement—early and consistently—see better results at launch.
“The wider your funnel, the more likely you are to convert,” Mike explains. “That starts with strong community engagement across all channels.”
Steam Next Fest – One Shot, Use It Wisely:
Next Fest can be a game-changer—but it can also be a wasted opportunity. Mike warns that too many studios enter unprepared, launching demos without the infrastructure to build on the momentum. If you’re not planning to release soon after Next Fest, you risk losing your only free marketing beat.
“It’s like using your one bullet before the boss fight,” Jay jokes. Mike agrees. The key is planning: have a solid indie game marketing strategies push pre-Fest, leverage the momentum during, and be ready to act on the data and community interest that follows.
Why Indie Devs Often Struggle with Marketing:
Most indies underestimate timelines. They plan to announce in September, but the trailer isn’t ready until late August. That leaves barely any time to build hype. Worse, many don’t budget enough time for marketing assets—even though these take almost as much care as game development itself.
“Marketing isn’t just a press release and a tweet,” Mike says. “It’s a process that takes time, iteration, and testing.”
Virality Is a Hope, Not a Strategy:
Can you go viral through social media alone? Technically, yes. But counting on it is risky. Organic reach is throttled, and even posts with thousands of followers often get shown to just a tiny fraction of your audience. Paid boosts help, but need to be highly targeted.
Instead of chasing trends, Mike advises devs to focus on consistency, clarity, and community. Your early posts may only reach a handful of people, but if they’re the right people—influencers, early adopters, tastemakers—they can help you grow authentically.
The Ideal Timeline for Next Fest Prep:
Mike recommends at least a six-month campaign from announcement to launch. If you’re targeting October Next Fest, announce your game by July or August. Your three major beats should be: Announcement, Next Fest, and Launch. And don’t blow all your resources upfront—leave some gas in the tank for post-launch promotion.
“Launch isn’t the end; it’s the midpoint,” Mike warns. “You need a post-launch plan just as much as a pre-launch one.”
Early Access – Pros and Pitfalls:
Early Access can help manage expectations, but only if you’re truly planning to grow the game after launch. Without meaningful updates, players will feel misled. If Early Access is part of your strategy, communicate clearly what’s coming next.
“Don’t call it Early Access unless there’s actually more coming,” Mike advises.
Building a Pre-Announcement Community:
Worried that devlogs only attract other devs? That’s fine at first. Early followers help you build social proof. Start with a transparent “glass box” approach, sharing your journey. Over time, shift the focus to the game itself, drawing in a broader player audience.
“You need the first few people through the door,” Mike explains. “They make it safe for others to follow.”
Can You Overshare? Yes and No:
Oversharing isn’t about volume; it’s about what you share. Avoid giving away narrative spoilers or key gameplay mechanics. Show, don’t tell. Give players a taste, not the whole meal.
Out-of-the-Box Tactics That Worked:
Mike shares two smart, budget-conscious campaigns:
- Spy vs. Spy Cross-Promotion: At Hyper Hippo, two games with opposing ideologies were cross-promoted through comic-style gags, eliminating the need for remarketing spend.
- Local Influencer Scavenger Hunt: For EA’s NHL series, they worked with small-town hockey influencers to create real-world scavenger hunts that exploded on social media.
Both succeeded because they leaned into the culture of the community, not just traditional Indie game marketing strategies playbooks.
Self-Publishing – Start With a Plan:
Not sure if you should self-publish? You can make it manageable by starting with strategy. Know your timelines, budget, and goals. Pick key beats. Assign someone to manage marketing assets. And be realistic: marketing takes time and money, just like development.
“Set your major beats, get your assets ready, and assign clear roles,” Mike says. “You don’t need to do everything, but you need a plan.”
Key Takeaways for Indie Marketing in 2025:
- Start marketing six months before launch
- Prioritize community engagement early
- Be smart with your Next Fest timing
- Treat Indie game marketing strategies timelines like dev milestones
- Don’t chase virality—build consistency
- Early Access should mean something
- Choose tactics that reflect your community’s culture
- Have a realistic post-launch plan
Want more insights? Catch the full episode on YouTube or join the IndieGameBusiness® Discord to connect with Mike and other industry experts.
About the Speaker Mike Gallagher is the founder of Untitled Advertising Lab and a former marketing leader at EA, Hyper Hippo, and Hothead Games. He specializes in helping indie studios build sustainable Indie game marketing strategies that actually make sense for their size and budget.
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