Making a game is only one part of running a small game business. Independent studios also need to help players discover their work, explain what makes it worth trying, and build trust before launch. A focused marketing plan can do that without requiring a large team or budget. Two useful pieces are a steady stream of clear video content and a thoughtful approach to earning links from relevant websites.

Start with a specific audience

“People who play games” is too broad to guide useful marketing. A studio making a cooperative puzzle game might focus on players who enjoy couch co-op, while a strategy game developer could target fans of deep systems and long campaigns. The more clearly you define the audience, the easier it is to choose where to share updates and what to show in them.

Set one practical goal for each campaign. You might want more people to join a mailing list, visit a store page, watch a gameplay demo, or sign up for a playtest. A single goal makes it easier to choose the right call to action and judge whether a piece of content is working. It also helps prevent a common mistake: publishing frequently without giving viewers a next step.

Make video do more than announce a launch

Video can show the feel of a game in a way that a short description cannot. A quick clip might demonstrate a surprising mechanic, show how players cooperate, or capture a memorable moment from a level. Keep the idea narrow: one video should answer one question or highlight one feature. Clear captions and a concise opening are especially helpful when viewers are browsing with the sound off.

Small teams do not need a studio setup to produce useful footage. A clean screen capture, steady framing, decent audio, and basic editing can go a long way. Plan a short script or shot list before recording, then remove pauses and distractions rather than trying to create a highly polished trailer every time. For a practical introduction to small business video marketing, Osdire explains how to set goals, choose tools, edit efficiently, and reuse finished videos.

Repurposing makes each recording more valuable. A longer developer commentary could become a short feature clip, a social post, and a segment for a newsletter. Keep versions suited to each platform rather than uploading the same cut everywhere without checking how it appears. Track basic signals such as watch time, clicks, and sign-ups, and use them to decide what to make next.

Earn links by finding a genuine fit

Links from other websites can help players discover a studio and give search engines more context about its pages. The strongest opportunities usually come from a real connection: a gaming publication reviewing a demo, a creator including the game in a themed roundup, or a community resource listing tools and projects relevant to its readers. A link is less useful when it comes from a site with no meaningful relationship to the game or its audience.

Competitor research can reveal where those connections already exist. Look at studios with a similar genre, audience, or business model, then note which sites link to their game pages, interviews, guides, or announcements. The aim is not to copy every backlink. Instead, ask why each site linked, whether your own project offers something suitable, and whether that opportunity is still active.

A structured competitor link building guide can help turn that research into a shortlist. Compare pages that serve the same purpose, identify relevant referring sites, and assess the gap between your page and competing pages. A rival may have a link because it published a useful tutorial or provided early access to a writer. That points to a possible action—such as creating a genuinely helpful resource—not a reason to request an identical link without offering value.

Prioritise prospects before reaching out

For a small team, a short list of strong prospects is more useful than hundreds of names. Review each opportunity with a few questions:

  • Does the site reach people who could realistically care about this game?
  • Does it publish the type of material your project could contribute to?
  • Is there a clear reason the editor or creator would want to feature it?
  • Can you provide a useful asset, such as a demo, original artwork, or a developer interview?

Personalise outreach around that fit. Mention a specific article or recurring feature, explain briefly what you can offer, and make it easy to review the material. If there is no clear editorial reason to include your game, move on rather than sending repeated follow-ups.

Measure progress and adjust

Review results on a regular schedule, not after every post or email. For video, compare views with meaningful actions such as store-page visits or playtest registrations. For link outreach, record prospects contacted, responses, links earned, and the pages those links point to. Check whether the links bring relevant visitors and whether the linked pages are clear and useful.

These activities work best together. A well-made video gives a writer or creator something concrete to share, while relevant coverage can send new viewers to the same video or game page. Keep the process manageable: choose a defined audience, produce content that answers real questions, and pursue links where there is a genuine fit. Consistent, measurable work is more sustainable than trying to be everywhere at once.