Indie Game Marketing – Tools

This is a collection of tools that has made my life a lot easier when marketing my collection of shitty games. Not a definitive list by any means but hopefully some that you haven’t seen or used before. If you’ve got any that I’ve missed hit me up at @escdev


Engaging with like-minded peeps is a great way to build interest in the games that you’re working on.

Buffer is awesome in that it allows you to quickly and easily post to multiple social network sites. Which is enough to use it, in and of itself but it goes a lot further than that. Buffer also allows you to:

Schedule Posts – By queuing up and posting at different times you’re expanding your reach to other time zones and markets.

Link Shortening – Yes I know that twitter does this on its own now, but it’s very seamless using the buffer plugin for chrome. Just hit the button on any page, article etc, select then networks you wish to post to either post right away or allow it to be scheduled.

Analytics on Posts – By using buffers link shortening you’re also get the benefit of single point of contact for anyone clicking on that link. Buffer is kind enough to provide some simple analytics (in the free version anyways) on clicks, shares, +ones.



I’m sure everyone has their preferences when keeping organised when trying to track  what your plan is for marketing and what you’ve actually done. Spreadsheets are good for tracking the details of certain tasks like who you’ve emailed but I find Trello is great for keeping track of the tasks themselves at a very high level. In Trello you create ‘boards’ and then assign tasks within them you can drag these around as you start and complete each task. I have one board for each game I’m working on as well as any external tasks like marketing.

Trello’s interface is excellent and is really simple to start getting benefits out of it straight away.



Presskit is the brain child of Rami Ismail, one half of the indie studio Vlambeer. It allows you to easily create a website around yourself / studio and the games you are creating in a easily readable and consumable format. Most of the work here is around collating quotes and reviews and filling out the XML template that drives the website rather than any sort of website creation. Here is mine, it’s a work in progress, but I’m really happy with it so far:


Promoter saves you from doing a Google search every other day scouring for articles that may have picked up your game. The site also has a few other features like an extensive contact list, and some tracking functions (who you sent out emails to). The site has a free version which allows you to track a single game with some limitations.

Gif Cam

Showing dynamic screenshots with actual snippets of game play goes a long way into enticing potential users. Gif Cam allows you to select a portion of the screen and record, really easy, really good quality.