Video Games Creator: Navigating the Marketplace: Where to Sell and Market Your Published Video Games

The video game industry offers a plethora of platforms for developers to sell and market their games. Each platform has its own audience, preferred game genres, and marketing strategies. Below, we explore some of the prominent companies and platforms, along with insights into the types of games that perform well on each.

1. Steam (Valve Corporation)

Preferred Games: A wide variety, from indie to AAA, including adventure, strategy, RPG, and more.

Resources: Steamworks (partner.steamgames.com) provides developers with tools and services to publish their games on Steam.

2. Epic Games Store

Preferred Games: Selective curation with a focus on quality titles, regardless of size, including both indie and AAA games.

Resources: Epic Games Store Developer Portal (dev.epicgames.com) offers guidelines for submitting and marketing games.

3. PlayStation Network (Sony)

Preferred Games: Broad range, including exclusive titles, indie games, VR experiences, and mainstream hits.

Resources: PlayStation Partners (partners.playstation.net) is a resource for developers who want to publish on PlayStation consoles.

4. Xbox Live (Microsoft)

Preferred Games: Encompasses all genres, with a particular interest in games that integrate with Xbox services.

Resources: Xbox Creators Program (developer.microsoft.com/en-us/games/xbox) supports developers in bringing their games to Xbox and Windows platforms.

5. Nintendo eShop

Preferred Games: Family-friendly titles, innovative indie games, and nostalgic franchises.

Resources: Nintendo Developer Portal (developer.nintendo.com) provides tools and documentation for publishing on Nintendo Switch.

6. Apple App Store

Preferred Games: Mobile-friendly games with a focus on casual, hyper-casual, and innovative gameplay experiences.

Resources: Apple Developer Program (developer.apple.com/programs) offers extensive resources for launching iOS games.

7. Google Play Store

Preferred Games: Mobile games with strong performance in casual, strategy, and RPG genres, including free-to-play models.

Resources: Google Play Console (play.google.com/console/about) provides developer tools for publishing and managing Android games.

8. itch.io

Preferred Games: Independent, experimental, and niche games that may not find a home on larger platforms.

Resources: Itch.io Developer Portal (itch.io/developers) offers an open marketplace for indie developers to sell their games.

9. GOG.com (CD Projekt)

Preferred Games: DRM-free games, with a mix of indie titles and classic games.

Resources: GOG Galaxy Developer Portal (gog.com/galaxy) supports developers with DRM-free game distribution.

10. Humble Store (Humble Bundle)

Preferred Games Indie games with charitable components, bundles, and a variety of genres. Resources: Humble Bundle Publishing (humblebundle.com/publishing) provides options for developers to distribute and market their games.

11. Green Man Gaming

Preferred Games: A mix of indie and AAA titles, with a platform open to a variety of genres. Resources: Green Man Gaming Publishing (greenmangaming.com/publishing) guides developers through the process of selling their games.

Marketing and Visibility

Marketing your game is as crucial as choosing the right platform for sales. Here are some strategies and resources for marketing:

Social Media: Utilize platforms like Twitter, Facebook, and Instagram to build a community and hype around your game. Influencer Partnerships: Engage with Twitch streamers and YouTubers to showcase your game.

Press Releases: Use services like PR Newswire or Games Press to distribute news about your game to media Press Release: [Your Game Title] Launch Announcement


[City, State] — [Date] — [Your Company], a pioneering force in the interactive entertainment industry, is thrilled to announce the launch of its latest gaming sensation, [Your Game Title]. This much-anticipated game promises to take players on an unforgettable journey through [briefly describe the unique setting, characters, or gameplay mechanics].

[Your Game Title] is now available [mention the platforms e.g., PC, PlayStation, Xbox, Nintendo Switch, Mobile] and can be purchased [online, in stores, through the game’s website, etc.]. To ensure the news reaches all corners of the globe, [Your Company] has partnered with renowned distribution services such as PR Newswire and Games Press, making it easier than ever for media outlets to spread the word about this groundbreaking release.

Key Features of [Your Game Title]:

[Feature 1: e.g., Engaging Storyline — Dive into a deep, narrative-driven experience that will captivate players from start to finish.]

[Feature 2: Innovative Gameplay — Experience the unique gameplay mechanics that set [Your Game Title] apart from other games in the genre.]

[Feature 3: Stunning Visuals — Explore beautifully rendered worlds that push the limits of modern gaming hardware.]

[Feature 4: Multiplayer/Co-op — Join friends in a seamless multiplayer experience.]

[Feature 5: Original Soundtrack — Enjoy an immersive audio experience with music composed by [Composer’s Name].]

“[Your Game Title] represents the pinnacle of our development efforts and embodies our commitment to delivering exceptional gaming experiences,” said [Spokesperson Name], [Spokesperson Title] at [Your Company]. “We are excited to see players immerse themselves in the world we’ve created and look forward to the community that will build around this game.”

To celebrate the launch, [Your Company] is hosting a series of online events, including live streams with the developers, community contests, and exclusive giveaways. Fans are encouraged to follow [Your Game Title] on [Social Media Platforms] and use the hashtag #[GameHashtag] to share their experiences and connect with other players.

For media inquiries, please contact [Media Contact Name] at [Media Contact Email/Phone]. Press kits containing high-resolution artwork, game information, and more are available upon request.

[Your Company] invites gamers worldwide to join in the excitement and embark on the adventure that [Your Game Title] has to offer. The game is now available for purchase, and players can look forward to ongoing support with future updates and expansions already in the pipeline.

About [Your Company]:

[Your Company] has been a recognized name in game development for over [Number] years. With a portfolio of successful titles that have engaged millions of players worldwide, [Your Company] continues to push the boundaries of innovation and creativity in the gaming industry.

For more information about [Your Game Title] and [Your Company], visit [Website].


Note: This template is a starting point for your press release. Make sure to tailor it to your game’s specifics and company’s branding before distribution through services like PR Newswire or Games Press.

Navigating the Marketplace: Where to Sell and Market Your Published Video Games

The journey of creating a video game can be as thrilling as the gameplay itself. But once the final line of code is written, and the last texture is rendered, the real challenge begins: selling and marketing your published video game. In a market teeming with competition, making your game stand out is critical. Here are key strategies and platforms to consider when looking to sell and market your published video game.

Digital Distribution Platforms


As one of the largest digital distribution platforms for PC gaming, Steam offers access to a vast audience. With its Greenlight process now replaced by Steam Direct, it’s become easier for indie developers to get their games on the platform. However, the sheer volume of games means you’ll need to work hard on your marketing to stand out.

Epic Games Store

Offering a more curated selection than Steam and a generous revenue split, the Epic Games Store has become an attractive option for developers. They also run frequent promotions and exclusivity deals which can help with visibility.


GOG.com specializes in DRM-free games and, while smaller than Steam, has a dedicated community of gamers who prefer this model. If your game fits the ethos of GOG, it can be a valuable platform.

Console Marketplaces

The PlayStation Store, Xbox Marketplace, and Nintendo eShop are essential for reaching console players. Being on consoles adds a layer of prestige and can significantly boost sales, but the process of getting approved can be more onerous.

Mobile Marketplaces

App Store and Google Play

For mobile games, the App Store and Google Play are the go-to platforms. With millions of users, these platforms offer tremendous reach, but standing out in the crowded marketplace can be a challenge.

Third-Party Key Sellers

Humble Store

With its pay-what-you-want model, Humble Bundle can get your game into the hands of many users quickly while also associating your brand with charity.

Green Man Gaming

As a large online video game retailer, Green Man Gaming can offer additional visibility and promotional opportunities for your game.

Social Media and Content Platforms

Twitch and YouTube

Building a community around your game via streamers and YouTubers can be a powerful form of marketing. Offering keys to influencers can help get your game noticed.

Twitter, Facebook, and Instagram

Regular updates, behind-the-scenes looks, and engaging with your community on social media can build a following and drive sales.

Community and Forums


Subreddits related to gaming can be a good place to share news and interact with the gaming community. Be sure to follow each subreddit’s rules regarding self-promotion.


Creating a Discord server for your game can foster a community of dedicated fans who can provide valuable feedback and word-of-mouth marketing.

Marketing and Visibility

PR Newswire and Games Press

Using press release distribution services can get your news in front of journalists and bloggers who can write about your game.

Game Festivals and Conferences

Participating in game festivals and conferences, both virtually and in-person, can provide exposure and networking opportunities.


Consider using targeted ads on platforms like Google, Facebook, and Reddit to reach potential players.

Analytics and SEO

App Store Optimization (ASO) and Search Engine Optimization (SEO)

Optimize your presence on marketplaces and search engines to improve visibility.


Use analytics to understand your audience and tailor your marketing strategies accordingly.


Selling and marketing your video game in today’s marketplace requires a multifaceted approach. By leveraging a mix of digital storefronts, social media, community engagement, and strategic marketing, you can increase the visibility and success of your game. Remember, persistence and adaptability are key — what works for one game might not work for another, so be prepared to test different strategies and adjust your approach based on the results.

A/B Testing

In marketing, A/B testing can be particularly powerful. Try different versions of your game’s landing page, ad creatives, or email marketing campaigns to see which resonates most with your audience. This data-driven approach can help refine your marketing message and improve conversion rates.

Community Feedback

Engage with your community and gather feedback. Use forums, social media polls, and in-game analytics to understand what players like and dislike about your game. This can inform updates and content creation, making your game more appealing to new and existing players.

Post-Launch Support

Post-launch support is crucial. Regular updates, bug fixes, and new content can keep your game fresh and maintain player interest. It can also generate news cycles and give influencers and press new reasons to talk about your game.


Consider cross-promoting with other developers. This can be a cost-effective way to reach new audiences. Look for games that complement yours and propose mutually beneficial partnerships.

Email Marketing

Build an email list and keep in touch with your audience. Provide exclusive content, early access to updates, and special offers to keep subscribers engaged. Email marketing remains one of the most direct ways to communicate with potential customers.


Don’t underestimate the power of localization. Making your game available in multiple languages can open up new markets. Localization goes beyond translation; it’s about cultural adaptation and making your game accessible to a global audience.

Analytics and Iteration

Finally, keep a close eye on your analytics. Whether it’s website traffic, sales figures, or in-game metrics, data can provide invaluable insights. Be prepared to iterate on your game. Use the feedback and data you gather to improve the user experience, adjust marketing tactics, and enhance engagement.

In the end, the key is to maintain a strong connection with your players, adapt to the market’s demands, and continuously seek out new ways to present your game to potential customers. The video game industry is dynamic and constantly evolving, and success often comes to those who can navigate these changes with creativity and resilience. Remember, every game is a learning opportunity that can pave the way for your next venture in the gaming world.

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