The Zero-Budget Game Marketing Manual

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Brand, PR and Community strategies on a shoestring.

So you've made a game - a great game! - but nobody has bought it. Nobody is talking about it. Nobody knows it exists :(

Your problem is one shared with almost every indie developer out there: a lack of awareness.

How do you get attention in a saturated market? How do you communicate what makes your game unique through your marketing assets? How do you create a community and build channels to support it? How do you reach the games media and get influencers playing your game?

How do you sell more copies of your game without having to spend money yourself?

This comprehensive manual - and accompanying materials - shows you how to get your game the attention it deserves with practical, actionable advice, accumulated over twelve years of AAA and indie game marketing experience, with expert advice from industry veterans and game journalists, including Hannah Flynn (Failbetter Games), Thomas Reisenegger (Future Friends Games), Wesley Yin-Poole (Eurogamer), Gav Murphy (RKG) amongst others.


CHAPTER 1: Introduction
CHAPTER 2: Marketing Basics
CHAPTER 3: Studio Branding 
CHAPTER 4: Product Positioning 
CHAPTER 5: Brand Assets
CHAPTER 6: Your Campaign Roadmap
CHAPTER 7: Building Your Channels
CHAPTER 8: Public Relations (PR)
CHAPTER 9: Launch Day 


With fully optimised EPUB and MOBI versions, the manual will work perfectly on your preferred eReader - just be sure to select the correct format when you order. 


"Whether you’re preparing your first indie release, or already have a few under your belt, this book will help ensure you reach an audience"

Adam Phillips, Square Enix


Jamin Smith - Director and Founder of Superstring and Global Brand Manager at Square Enix - has worked in the games industry for over a decade, working with SEGA,, Born Ready Games, Edge Case Games and Square Enix.

After graduating with a 2:1 in Computer Game Technology from the University of Portsmouth in 2009, Jamin left development to spend two years as a games journalist for

From here, Jamin has moved through Community Management and PR roles at Doublesix Games, Born Ready Games and Edge Case Games - learning firsthand what it's like to market a video game on an indie budget.

Leaving the smaller studios behind, Jamin flexed bigger muscles at Square Enix, working on the global PR campaigns for and .

Today, he's a Global Brand Manager - still at Square Enix - working on exciting new IP due out later this year.

In the Zero-Budget Game Marketing Manual, Jamin collates this accumulated experience into one helpful guide, passing on experience from the world of AAA to the indie development community. 

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The Zero-Budget Game Marketing Manual

Accompanying resources
Brand Plan Template (.ppt)
Press Release template (.docx)
Press Kit Folder Template
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The Zero-Budget Game Marketing Manual

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