If you’re an indie developer, you already know: making a great game isn’t enough. The real challenge begins long before release day — getting people to care.
In today’s crowded landscape, where thousands of games launch every year, building a community before you launch can make the difference between fading into the noise or achieving breakout success.
This isn’t just marketing — it’s game development strategy. Let’s dive into why community building matters, how to do it authentically, and what tools indie devs can use to grow an audience early.
Why Community Matters Before Launch
- Wishlists Drive Visibility
Platforms like Steam prioritize games with early momentum. More wishlists → more algorithm love → more eyes on your game. - Early Feedback Saves Dev Time
A community gives you real players to test ideas, mechanics, and balance. They’ll spot problems you miss and validate what’s fun. - Fans Become Advocates
Your earliest followers aren’t just potential buyers — they’re future streamers, reviewers, and word-of-mouth promoters. - Launch Day Becomes an Event
Instead of begging strangers to notice you, you launch to a built-in fanbase excited to spread the word.
5 Proven Ways to Build Community Early
1. Share Your Dev Journey Publicly
Don’t wait until you have a finished product to talk about your game. Share devlogs, GIFs of new mechanics, or funny bugs. Players love to see the process behind the curtain.
- Platforms to try: Twitter/X, Mastodon, Threads, Reddit dev communities.
2. Leverage Short-Form Video
TikTok, YouTube Shorts, and Instagram Reels are powerful engines of discovery. Short clips of unique mechanics, cozy aesthetics, or hilarious physics can explode overnight.
- Keep it raw and authentic — players connect more with devs than with polished trailers.
3. Join Festivals & Game Jams
Participating in events like Steam Next Fest or indie showcases gets your game in front of press, streamers, and hungry players. Even game jam prototypes can attract communities that follow you into future projects.
4. Build a Home Base (Discord / Mailing List)
Social platforms change fast. To keep your community, create a “home base” you own:
- Discord for ongoing conversations, early builds, and fan interactions.
- Mailing list for reliable updates that bypass algorithms.
5. Collaborate with Creators
Streamers and YouTubers are constantly looking for fresh content. A playable demo, even rough, can be gold for them. If they like it, their community can become yours.
Community Building Without Burnout
Many indies worry: “Won’t this take time away from making the game?”
The key is to integrate community building into your dev process:
- Record a quick devlog while fixing bugs.
- Share WIP screenshots instead of writing long posts.
- Set aside just 1–2 hours a week for community engagement.
Remember, consistency matters more than volume.
Examples from the Field
- Dave the Diver leveraged community buzz from early access and Discord to build hype before full release.
- Among Us didn’t find success until streamers discovered it — but the devs leaned into their newfound community, fueling its viral growth.
- Brotato gained traction through festivals and short, shareable gameplay clips that built an audience ahead of launch.
These aren’t accidents — they’re examples of games thriving because communities existed before the market did.
Final Thoughts
As an indie dev, your community is your most valuable asset. It’s not about chasing numbers — it’s about creating connections with players who believe in your vision.
Build early. Share honestly. Engage consistently.
By the time you launch, you won’t just be releasing a game — you’ll be celebrating it with a community that helped make it possible.