Follow this step-by-step guide to learn the modern process of writing an effective game marketing plan in Milanote, a free tool used by top creatives.
Bringing an indie game to life is a huge achievement, but reaching the right players takes more than just a great game - it requires a well-thought-out marketing plan. In today’s crowded game market, a clear plan is your best tool to stand out and connect with the right audience. It helps you navigate every stage, from pre-launch buzz to a successful launch and long-term player engagement.
This guide introduces a visual and flexible approach to game marketing that you can easily build and adapt in Milanote. Think of it as your command center - where your game's overview, audience insights, budget plan, and tasks come together in one visual space. By the end, you’ll have everything you need to successfully launch your game and connect with the right players.
Your game has a personality of its own, now’s the time to define it and bring it to life. Start by identifying its core features, genre, and what sets it apart. Think about what makes your game truly unique—is it the bold art style, innovative mechanics, or a gripping narrative? These standout qualities will form the foundation of your message when you introduce your game to the world. Focus on the aspects that will capture people’s attention. A well-defined identity is the first step toward making your game unforgettable.
Create a new board for your game marketing plan.
Drag a board out from the toolbar. Give it a name, then double click to open it.
Choose the built-in Game Marketing Plan template.
Each new board gives you the option to start with a beautiful template.
Imagine you’re pitching your game to someone in just a few seconds. You want to create a clear, compelling description so that anyone, from players to potential partners can quickly understand.
Your game’s audience isn’t everyone, and it’s more than just a broad group like "gamers." They’re a specific set of players with unique interests, habits, and values. To really understand them, go beyond basics like age or location. Focus on what excites them, what motivates them to play, and the kinds of gaming experiences they enjoy most.
Start by researching players who love games similar to yours. Spend time in communities on Reddit, Discord, or Steam forums to see what they talk about, what they enjoy and what frustrates them. Use this information to build a detailed Customer Persona that represents your ideal audience.
Add a sub-board to describe your target audience.
Drag a board out from the toolbar. Give it a name, then double click to open it.
Treat your audience as a community from day one. Create a space, like a Discord server, where early followers can connect, share feedback, and get exclusive updates. This builds a core group of engaged supporters who feel invested in your game and are more likely to spread the word.
Positioning is all about showing players why your game stands out in a crowded market. It’s not just about what your game does - it’s about why it matters to players and how it captures their attention. To do this, you need to understand how your game compares to your competitors and carve out a unique space in players’ minds.
Ask yourself:
A great way to clarify this is by creating a Brand Positioning Map. By comparing your game to others, you can spot gaps in the market and find where your game fits.
Add a sub-board to map out your brand positioning.
Drag a board out from the toolbar. Give it a name, then double click to open it.
With your target audience and positioning established, it’s time to set clear, actionable goals to guide your marketing. Goals give your actions purpose and ensure every step brings your game closer to success.
The SMART framework - Specific, Measurable, Achievable, Relevant, and Time-bound, helps you define objectives that are both realistic and impactful. For example, instead of vaguely aiming to “grow your game’s following,” you could set a specific target like “reach 1,000 Steam wishlists by launch day.”
Once you’ve set your goals, you can tie them directly to actionable steps. For example, to achieve 1,000 wishlists, you might schedule weekly social media posts. This approach ensures your goals aren’t just ideas but achievable plans you can action and measure.
Add a note to list your goals.
Start typing then use the formatting tools in the left hand toolbar.
A strong launch strategy is essential for setting your game up for success. Instead of viewing the launch as a one-time event, think of it as the peak of a journey that builds excitement over time. Start by creating a task list of key activities leading up to launch.
Keeping players involved during this phase is just as important as the content you share. Reveal unique aspects of your game and pair these updates with interactive elements such as polls or Q&A sessions. When players feel part of the process, they’re more likely to connect with your game and share their excitement with others, helping spread the word.
Create a to-do list and add tasks for the launch.
Start typing then press "Enter" to create a new item. Add a title to your to-do list using the left hand toolbar.
Treat your pre-launch strategy like a mini-series that gradually builds player anticipation. Use “progressive reveals” that uncover a little more about the game each week, like character introductions, world previews, or gameplay sneak peeks. For each reveal, ask a question or create a poll that engages your audience directly, so they feel part of the game’s journey.
The channels you choose for promotion should reflect where your audience is most active. Focus on spaces where you can engage meaningfully, build a community, share updates, and give behind-the-scenes insights that bring your game to life.
Avoid the temptation to be everywhere at once. Instead, focus on two or three platforms where you can engage consistently and authentically. Each platform requires its own strategy, so tailor your content to suit its strengths and audience. For example, social media platforms like Twitter, Instagram, and TikTok are great for sharing updates, while forums like Reddit can provide a space for deeper discussions.
Prepare content in advance using this free Social Media Calendar template to ensure a steady stream of promotions leading up to launch.
Use sub-boards to plan the strategy of each channel.
Drag a board out from the toolbar. Give it a name, then double click to open it.
Instead of posting the same content across all platforms, tailor posts for each platform’s strengths. For example, on one channel, emphasize visual teasers, while on another, focus on engaging directly with fans in comments or polls. Consistent, tailored interaction on just two or three key platforms often has a greater impact than posting everywhere.
Indie game marketing budgets are often limited, so every dollar needs to count. Focus your budget on high-impact areas that resonate with indie players - this can include content creation, paid ads, influencer partnerships, and community-building tools. By starting small with ads, you can test their effectiveness before scaling up.
Be prepared to adjust your budget based on results. If a particular ad campaign underperforms, shift resources to something more impactful, like community engagement or content creation. Flexibility is key when working with limited resources.
Use a table to calculate your budget.
Create a table
Drag a table out from the toolbar. You can add simple formulas, dates, currencies and more.
Now that you have gathered all the necessary information for your game marketing plan, it's time to organize your content. Presenting key information in a clear, easily digestible format, helps everyone understand what you're trying to achieve and improves overall clarity of the plan.
Create a column to organize each part of your plan.
Name it, then drag any relevant notes, images or boards into your column to stay organized.
Strengthen your plan by gathering feedback from collaborators or team members. Their insights can reveal blind spots or suggest improvements, ensuring everyone is aligned on the audience, strategy and goals before moving forward. Use this feedback to make final adjustments to the plan.
Invite a team member or client to provide feedback.
Open the "Share" menu from the title bar of your board. Add email addresses of the people you'd like to collaborate with—they'll receive an invitation via email.
Start a comment thread.
Drag out a comment from the toolbar on the left and place it on your board. Other editors can reply to your comment.
Mention teammates to get their attention.
Type '@' in any text field to mention someone who has access to your board. They'll receive a notification and be able to respond to your comment.
Once your marketing plan is finalized, share it with everyone involved. Whether you’re working with designers, publishers, or social media managers, ensure the whole team understands their role and is ready to execute. Organize a kickoff meeting to discuss the plan and align everyone for a coordinated launch effort.
Share a link to the brief with your team.
Click Share in the top right of your board. You can add a Welcome message for viewers, allow comments, set a password or embed the board in another app or website.
Now that your marketing plan is complete, you have a great foundation to build on. Make sure to check back and review your plan regularly to stay on track with your marketing efforts.
