Game Publishing

Game Publishing — Launch, Market & Sustain

Plan and execute a successful game launch — from store page optimization to marketing beats to post-launch roadmaps.

Inputs

• Completed or near-complete game (use /game-testing for QA readiness)
• Target platforms (Steam, consoles, mobile app stores, itch.io)
• Marketing budget (zero to substantial)
• Release timeline

Step 1: Pre-Launch Timeline

Launch Countdown

12 MONTHS BEFORE:
  □ Create social media accounts (Twitter/X, Discord, TikTok)
  □ Start devlog (blog, YouTube, or social posts)
  □ Research comparable games' launches
  □ Decide on pricing strategy

6 MONTHS BEFORE:
  □ Set up Steam/store page (or platform equivalent)
  □ Upload first trailer and screenshots
  □ Start wishlisting campaign
  □ Send press outreach to journalists and content creators
  □ Apply to festivals / showcases (Steam Next Fest, PAX, etc.)

3 MONTHS BEFORE:
  □ Release demo (Steam Next Fest or standalone)
  □ Gather and act on demo feedback
  □ Send review copies to press and content creators
  □ Finalize pricing and regional pricing
  □ Plan launch day marketing beats

1 MONTH BEFORE:
  □ Final store page polish (description, tags, screenshots)
  □ Pre-launch buzz campaign (countdown, teasers, behind-the-scenes)
  □ Confirm platform certification / approval
  □ Prepare day-one patch
  □ Brief community moderators

LAUNCH WEEK:
  □ Launch trailer live
  □ Social media blitz
  □ Engage with streamers and press coverage
  □ Monitor crash reports and critical bugs
  □ Community engagement (respond to reviews, Discord, forums)

POST-LAUNCH (30 DAYS):
  □ Hotfix critical issues within 48 hours
  □ First content update within 2-4 weeks
  □ Analyze launch metrics (sales, reviews, retention)
  □ Plan roadmap based on player feedback

Step 2: Store Page Optimization

Steam Store Page Checklist

## Store Page Elements

### Title
- Memorable, searchable, unique
- Avoid generic words that get lost in search

### Short Description (1 sentence)
[genre] + [unique hook] + [target emotion]
Example: "A roguelike deckbuilder where every card you play reshapes the dungeon around you."

### About This Game (full description)
- Lead with the hook — first 2 sentences are critical
- Feature list with bullet points (6-10 features)
- Include gameplay GIFs inline
- Social proof (awards, festival selections, press quotes)
- System requirements

### Tags (Steam)
Top 5 most relevant genre/feature tags
+ 10-15 secondary tags for discovery
→ Research what tags comparable successful games use

### Screenshots (minimum 5, recommended 8-10)
1. Hero shot — the most impressive visual in the game
2. Core gameplay — what you actually do
3. Unique mechanic — what makes this game special
4. Variety — different environments/characters/situations
5. UI shot — shows polish and readability
Rules:
  - No title screens or menus
  - 1920×1080 minimum
  - Show actual gameplay, not cinematic trailers
  - Add subtle text callouts for key features

### Trailer (60-90 seconds)
Structure:
  0-5s:   Hook — most exciting moment, zero context
  5-20s:  Establish — what is this game?
  20-50s: Showcase — core mechanics, variety, progression
  50-70s: Escalate — boss fights, late-game, spectacle
  70-80s: Title card and call-to-action
  80-90s: Platform logos, ratings, release date
Rules:
  - No logos before gameplay
  - Cut on the beat of the music
  - Show gameplay, not cinematics (unless cinematic IS the game)
  - End with a clear "Wishlist Now" or "Available Now"

Step 3: Pricing Strategy

Pricing Research

METHODOLOGY:
  1. Find 10 comparable games (similar genre, scope, quality)
  2. Note their launch price, current price, and review count
  3. Map quality/content to price

COMMON PRICE POINTS:
  $4.99   — Short (<2hr), jam-quality
  $9.99   — Small indie (2-5hr), polished
  $14.99  — Mid-sized indie (5-15hr), strong content
  $19.99  — Full indie experience (15-30hr)
  $24.99  — Premium indie (30+ hr, ongoing support)
  $29.99  — Large indie / AA scope
  $39.99+ — AA or ambitious indie

PRICING RULES:
  ✓ Price based on comparable games, not hours of development
  ✓ Higher price = higher expectation = harsher reviews
  ✓ Launch discount (10-15%) drives wishlists → sales conversion
  ✓ Regional pricing is critical — use Steam's recommendations
  ✗ Never price at $0 unless truly free — it devalues the work
  ✗ Don't race to the bottom — competing on price attracts price-shoppers

Sale Strategy

LAUNCH:         10% off (limited time, converts wishlists)
MONTH 1-3:      No sales (protect early buyers)
MONTH 3-6:      20% off during seasonal sales
MONTH 6-12:     30% off during seasonal sales
YEAR 2+:        40-50% off, bundles with other games

STEAM SALE CALENDAR:
  February:     Steam Lunar New Year Sale
  March:        Steam Spring Sale
  June:         Steam Summer Sale
  October:      Steam Autumn Sale (+ Halloween)
  December:     Steam Winter Sale
  + Genre-specific festivals throughout the year

Step 4: Marketing Strategy

Zero-Budget Marketing

Press & Influencer Outreach

## Press Kit Contents (presskit / distribute)

### Required
- Game logo (PNG, vector)
- Screenshots (hi-res, no watermarks)
- Trailer (YouTube link + downloadable MP4)
- Fact sheet (genre, platform, price, release date, dev info)
- Short description (1 paragraph)
- Full description (3-5 paragraphs)

### Email Template
Subject: [Game Title] — [genre] launching [date] on [platform]

Body:
  - 1 sentence hook
  - 1 paragraph what the game is
  - 1 paragraph why it's notable (unique angle for THIS outlet)
  - Press kit link
  - Steam page link
  - Review key offer
  - Contact info

RULES:
  - Personalize every email — mention why their outlet specifically
  - Send 3-4 weeks before launch
  - Follow up once (1 week later), then stop
  - Respect "no" and unsubscribe requests

Step 5: Community Management

Community Platforms

DISCORD:
  Channels: #announcements, #general, #feedback, #bug-reports, #media
  Roles: Developer, Moderator, Tester, Community Member
  Bots: Welcome message, FAQ auto-reply, role assignment
  → Best for: Core community, direct feedback, multiplayer coordination

STEAM FORUMS:
  Monitor: Bug reports, negative reviews, feature requests
  → Best for: Customer support, public visibility

SOCIAL MEDIA:
  Post frequency: 2-3 times/week during development, daily around launch
  Content mix: 60% gameplay, 20% behind-the-scenes, 20% community engagement
  → Best for: Reach, wishlists, awareness

Review Response Strategy

POSITIVE REVIEWS:
  → Thank briefly and genuinely
  → Highlight specific feedback ("glad you enjoyed the boss fights!")

NEGATIVE REVIEWS (constructive):
  → Acknowledge the issue
  → Share if it's being addressed
  → Never be defensive

NEGATIVE REVIEWS (unconstructive):
  → Don't respond publicly
  → Note patterns for internal action

REFUND REQUESTS:
  → Process without argument
  → Ask (optionally) what could be improved

RULE: Never argue with a reviewer publicly. Ever.

Step 6: Post-Launch Roadmap

Roadmap Template

## [Game Title] — Post-Launch Roadmap

### Month 1: Stabilization
- Hotfix critical bugs (within 48 hours of launch)
- Quality of life improvements from player feedback
- Performance optimization for reported hardware issues

### Months 2-3: First Content Update
- [New feature or content based on player demand]
- Additional accessibility options
- Balance adjustments based on analytics

### Months 4-6: Major Update
- [Significant new content: new mode, area, or feature]
- Community-requested improvements
- Seasonal event (if applicable)

### Months 7-12: Sustained Support
- Regular content drops (monthly or bi-monthly)
- Platform expansion (console ports, mobile, etc.)
- Modding support (if applicable)

### Year 2+: Long-Term
- DLC or expansion planning
- Sequel consideration based on performance
- Community-driven content

Launch Metrics to Track

Output

Save to artifacts/game-design/[project-name]-publishing.md

Guidelines

• Marketing starts at "hello world" — post your first devlog before your first feature
• Wishlists are the #1 predictor of launch success on Steam — prioritize them
• Your store page is your #1 marketing asset — invest more time there than anywhere
• Respond to every negative review thoughtfully — future buyers read responses
• Don't launch into a void — build community before you have a product to sell
• Cross-reference /game-testing to ensure launch readiness
• Cross-reference /game-analytics to set up launch metric tracking
• Use /game-balancing for post-launch tuning based on live data