How to Create a Buzz Around Your Crowdfunded Game Before Launch

8 March 2025

So, you’ve been working tirelessly on your game—crafting every pixel, designing unique mechanics, and testing gameplay loops until your eyes can’t take it anymore. Now, it’s almost time to introduce it to the world, and you’ve decided that crowdfunding is the way to go. Brilliant choice! Crowdfunding can be a fantastic way to both fund your game and build a dedicated community of supporters. But here’s the kicker: how do you get people hyped up enough to back your game before it even launches?

Creating a buzz isn’t just about shouting “Hey, look at my game!” and hoping for the best. It’s about strategic planning, genuine engagement, and sprinkling some creativity into the mix. Stick with me, and we’ll dive headfirst into creating that magical pre-launch buzz your crowdfunded game deserves.

Why Building Hype Matters

Let’s start with the obvious: no hype, no backers. Crowdfunding is all about momentum. You need energy, excitement, and word-of-mouth buzz to succeed. Think of it like rolling a snowball down a hill—unless you start with a solid push, it’s not going to gain any traction.

Your pre-launch phase is the foundation of your entire campaign. If you can get people excited before your game even hits the crowdfunding platform, you’re already ahead of the game (pun intended). This isn’t just about raising money; it’s about building a community of people who believe in your vision and are just as invested in your game’s success as you are.

Step 1: Start With a Killer Concept

Let’s be real—no amount of marketing can save a boring idea. Your game concept needs to be unique, exciting, and resonate with your target audience. Ask yourself: What makes my game stand out? Is it the art style? The gameplay? A quirky character? Figure out what your “hook” is and use that as the anchor for all your promotional efforts.

Remember, people don’t just back games—they back ideas that inspire them. If your game is niche, that’s not a bad thing! Niches come with built-in passionate communities. Lean into what makes your game different and use it to attract like-minded players.

Step 2: Build a Strong Online Presence

Before you even think about launching a crowdfunding campaign, you need to establish your online presence. This is non-negotiable. Gamers need a place to find you, learn about your project, and get updates.

Start With a Website

Your website is your home base. It doesn’t need to be fancy, but it should have the essentials:
- A killer game logo (first impressions matter!)
- A small synopsis of your game that hooks readers
- Screenshots, concept art, or gameplay snippets
- Links to your social media accounts
- A newsletter sign-up form (because email is still king!)

Leverage Social Media

Let’s talk about social media. Twitter (or X, if we’re calling it that now), Instagram, TikTok, and Reddit are your best friends. Showcase your work in progress, post behind-the-scenes content, and share short, captivating gameplay clips. Don’t just post and ghost—engage with your followers! Respond to comments, join gaming communities, and participate in conversations. People want to feel like they’re connecting with you, not just a faceless account.

Pro Tip: Use consistent branding. Whether it’s your profile picture, banners, or post aesthetics, make sure everything screams your game. Consistency builds recognition.

Step 3: Tease Your Game Like a Pro

Think of your game as a movie, and you’re in charge of making the trailer. What’s going to make people sit up and say, “I NEED THIS”? Teasers play a massive role in building anticipation.

Create a Teaser Trailer

Even if you don’t have a full trailer ready, put together a short teaser—something that captures the vibe of your game. Focus on visuals, sound design, and a touch of mystery. Don’t show too much; just enough to leave people wanting more.

Release Concept Art

While you’re at it, share early sketches or concept art. Gamers love to see how a project evolves. It makes them feel like they’re part of the journey.

Time Your Reveals

Space out your content. If you drop everything at once, the hype fizzles out too quickly. Plan a content calendar and slowly drip-feed updates to keep people intrigued.

Step 4: Engage the Community Early

A buzzing community is the backbone of any successful crowdfunding campaign. But here’s the deal—you can’t just build a community overnight. Start engaging with people months (yes, months) before your launch.

Join Existing Communities

Head to forums like Reddit (r/IndieGaming, r/GameDev) and Discord servers where your target audience hangs out. Don’t be that person who immediately starts spamming links to their game. Instead, genuinely participate in conversations, provide value, and let people discover your game organically.

Create Your Own Community

Once your audience starts growing, create a dedicated Discord server or Facebook group for your game. Make it a place where fans can hang out, ask questions, and share their thoughts. Encourage feedback and show that you’re listening.

Step 5: Involve Influencers and Content Creators

Love ’em or hate ’em, influencers have reach—and you’d be silly not to tap into that power. Gamers trust their favorite streamers and YouTubers, which makes them perfect for spreading the word about your game.

Find the Right Fit

Don’t just DM every big-name streamer out there. Look for creators whose audience matches your target demographic. If your game is a pixel-art rogue-like, reach out to someone who loves retro indie games, not a Minecraft creator.

Offer Them Value

When you pitch your game to an influencer, make it worth their while. Send them an early build of your game or exclusive behind-the-scenes content. Make them feel like they’re part of something exciting.

Step 6: Build an Email List

Yes, email marketing still works like a charm. Why? Because it’s personal. When someone subscribes to your email list, they’re giving you direct access to their inbox. This is gold.

How to Grow Your List

- Offer something in return, like exclusive wallpapers or a free demo.
- Include a sign-up form on your website.
- Promote it on social media: “Want the latest updates on [Your Game Name]? Sign up here!”

Once you have a list, keep your audience engaged with regular updates. Share fun tidbits about your progress, sneak peeks, and reminders about your crowdfunding launch.

Step 7: Use Targeted Ads Wisely

If you’ve got a small budget, investing in ads can be a smart move. But don’t just throw money at it—target your ads specifically to gamers who are likely to back crowdfunding projects. Platforms like Facebook, Instagram, and Google let you filter your audience by interests, making it easier to reach the right people.

Pro Tip: Test different ad formats. Carousel ads, video ads, and story ads all perform differently. Experiment and see what resonates with your audience.

Step 8: Offer an Irresistible Reward System

Let’s not forget the core of crowdfunding: rewards! People love feeling like they’re getting something special. Design reward tiers that cater to different levels of backers:
- Early bird perks for the first 100 backers
- Exclusive in-game items
- Physical swag like posters, art books, or plushies
- Credits in the game (nothing beats seeing your name on-screen)

Make sure every tier feels like a steal for the price. If backers feel like they’re getting bang for their buck, they’ll be more likely to pledge.

Step 9: Network at Indie Game Events

If you can swing it, attending conventions or indie game showcases is a game-changer. Events like PAX, Gamescom, or even local expos are excellent opportunities to show off your game, meet fellow developers, and interact with your target audience face-to-face. There’s something magical about watching someone light up when they play your game for the first time.

Step 10: Build FOMO Around Your Launch

Finally, as your crowdfunding launch date approaches, ramp up the FOMO (fear of missing out). Countdowns, exclusive “day-one backer” bonuses, and hype-building posts can all make your audience feel like this is something they need to be part of. Timing is everything—don’t just announce your launch out of the blue. Build anticipation, and make it an event to remember.

Conclusion

Creating buzz around your crowdfunded game before launch isn’t about having the biggest budget or being the loudest voice in the room—it’s about building a genuine connection with your audience. By combining an exciting concept, strategic planning, and a whole lot of passion, you can give your game the attention it deserves. Remember, crowdfunding is more than a fundraiser; it’s your chance to build a community of fans who believe in your journey. So, start early, stay consistent, and most importantly, have fun with it. You’ve got this!