Explorez tous les épisodes du podcast Indie Game Movement - The podcast about the business and marketing of indie games.

Games succeed or fail based on the experience players walk away with, and few disciplines shape that experience more than QA. In this episode, we look beyond bug reports and test plans to uncover one of QA's most underrated strengths: communication and empathy. From UX and design discussions to player-focused problem solving, QA isn't just about finding issues — it's about connecting across teams to ensure the experience feels right for players where it matters most. Episode Shownotes Link: https://rengenmarketing.com/432

This week, we're doing something a little different. Andrew recently joined Mike on the Freaking Cool Indies podcast for a conversation that struck right at the heart of what Indie Game Movement is all about: empathy, perspective, and understanding the people behind the player data. In this shared episode, Andrew opens up about why empathy isn't just a marketing strategy—it's the foundation of how he approaches problem-solving, community building, and even this very podcast. Together, Mike and Andrew explore why players choose to invest their time in certain games, how human motivation gets lost in a sea of analytics, and how more empathetic thinking can transform your development and marketing from the inside out. If you've ever felt like your marketing efforts weren't connecting the way they should—or if you've wondered how to make your communication feel more authentic—this conversation offers a grounded, honest, and deeply practical look at how empathy can lead to stronger audience relationships and more fulfilling creative work. Episode Shownotes Link: https://rengenmarketing.com/431

For many indie studios, the idea of working with existing IP is exciting. It brings instant recognition and built-in audiences. But with that excitement also comes a web of challenges that can quickly overwhelm teams. In this episode, we're going to dig into the realities of licensing and adaptation, drawing lessons from the leap between television and indie games. From navigating rights to finding creative opportunities, you'll hear candid insights and practical strategies to help studios approach IPs with confidence while avoiding common pitfalls. Episode Shownotes Link: https://rengenmarketing.com/422

With the year ending, we'll be getting a little retrospective and reflecting on the past, however before that happens, we have some important updates and an announcement we'd like to share with our listeners. Ep 335 Shownotes: rengenmarketing.com/335

With any emerging global market, the transition always starts with hurdles and challenges. In a lot of cases, it can be even more frustrating for indie developers and studios. Fortunately, these can be overcome with determination and creativity. Today we're going to explore indie games from Southeast Asia that are breaking barriers and standing out in the global market and how they're using creative solutions and leveraging new found market recognition to make an impact on the industry, and players alike. Ep 334 Shownotes: rengenmarketing.com/334

Using TikTok to help create additional awareness for your game or studio isn't anything new, but creating a sustainable growth strategy on this platform may be, and can definitely be a challenge. While that may be so, it doesn't have to overwhelm you and can be fairly simple too. Our conversation today discusses some valuable insights about how one studio effectively executes their TikTok strategy using processes that promote flow, community growth and results, all while accommodating a part time schedule. Ep 333 Shownotes: rengenmarketing.com/333

Adapting to any kind of trend can be very challenging and sometimes impossible. But sometimes, having the right mindset, information and creative approach can go a long way in finding all sorts of opportunities in the constantly shifting games market. In today's discussion, we're going to explore a few current game market trends and topics and dig as deep as we can to reveal a ton of opportunities and how indie studios and developers can capitalize on them. Ep 332 Shownotes: rengenmarketing.com/332

Whenever we consider collaborating with influencers, usually top of mind is the bottom line. In other words, what kind of awareness and results can they get. More often than not though, this "transactional" way of thinking doesn't lead to collaborations that deliver the results we're looking for. In todays episode, we explore exactly what makes an effective collaboration, discussing everything from mindset, creative freedom and how to avoid costly decisions while building mutually beneficial relationships that promote sustainability. Ep 331 Shownotes: rengenmarketing.com/331

Managing any game community entails a lot of work and focus, but managing a team of managers across multiple communities, each one vastly different from each other can be outright overwhelming, especially when thinking about how to be strategic and hit certain goals. The good news is, it doesn't have to be. In today's discussion, we approach how to be strategic across multiple communities from a simple perspective, that not only caters to each community, but how that helps carry out objectives while supporting your team and even helping other departments within your studio. Ep 330 Shownotes: rengenmarketing.com/330

Starting an indie game studio can be difficult but growing a sustainable one can be a challenging experience faced with a variety of unknown obstacles where every decision can impact your growth. Today, we're going to explore the indie side of business development by breaking things down into simple concepts that can make all the difference in how you establish relationship, discover opportunities, and even avoid some potential hazards along the way, keeping you on a path to mastering your studio's growth. Ep 329 Shownotes: rengenmarketing.com/329

Creating a brand is one of those things that we sometimes don't put much stake in, and understandably so. Logos and sleek websites are nice to have, but they don't necessarily contribute to goals and objectives…or do they? Well, today we're going to dive deep into that concept and others, discovering how building a strong brand foundation doesn't only provide clarity for your studio, but how it can influence your culture, attract the right audiences and partners, and whole lot of other things that can level up your game studio. Ep 328 Shownotes: rengenmarketing.com/328

When it comes to creating horror games, it can become quite a challenge to effectively deliver scares while keeping players fully immersed in the experience In this special Halloween episode we dive into the horror genre, comparing effective (and not effective) ways both games and films have leveraged scares, pacing and a whole lot of other areas, unearthing and resurrecting creative ways to make horror games more immersive and frightening, while even sharing how some of these concepts can be applied to mes beyond the horror genre. Ep 327 hownotes: rengenmarketing.com/327

If there's one thing indie studios and developers are always looking to do, it's to increase the odds of their game's success. However, trying to pinpoint exactly what that is, will always be a challenge to figure out. In today's episode, we're going to explore different concepts that can guide developers and studios to find their own solutions to this universal problem. By sharing objective-based processes and other approaches, we'll reveal valuable insights and opportunities that can be leveraged to help increase your odds of success and do so within your means. Ep 326 hownotes: rengenmarketing.com/326

Puzzles aren't just a design choice — they're a powerful driver of player retention. When done well, they keep players engaged, build trust, and create momentum. When done poorly, they frustrate players and cut your game's lifespan short. In this episode, we dig into how puzzle design shapes retention through interesting narrative adventures and experimental exploration that turns puzzles into assets that serve your players in meaningful ways. Episode Shownotes Link: https://rengenmarketing.com/421

We all know that key art for our games plays a critical role in setting expectations for players, but sometimes despite the best intentions, it can still fall flat, causing confusion and even friction for players. Today we're going to dig deep into what key art should consist of, the importance of knowing the market, and explore everything from concept, design, and distribution so you can get closer to mastering your game's key art. Ep 325 Shownotes: rengenmarketing.com/325

Whether we want to admit or not, everything we do during the development to the release of games involves some level of marketing. From communicating and sharing information to making claims that "no marketing" was done, marketing is an intrinsic component of development and carries well beyond awareness and promotion. In this episode, we're going to uncover some of the general misconceptions people have about marketing, how positioning and representation are just as important as creating awareness, and explore how some strategies can be counter-intuitive, in both positive and negative ways. Ep 324 Shownotes: rengenmarketing.com/324

Learning how to adapt to the ever-changing game industry is a challenge that all studios and developers face. From understanding evolving market conditions to determining how to align projects with those demands, it can be a tough climate to navigate. Today we'll explore strategies that help set and maintain your project's course while learning how to adapt to market and other conditions, so your project and studio can sustain it's course. Ep 323 Shownotes: rengenmarketing.com/323

If there's one thing developers generally have a strong supply of, it's passion. While this is a great driving force that sparks motivation and creativity, it doesn't always lend itself well when looking at projects from a marketing and business perspective, but it is possible. So today we're going to explore how one developer made some interesting revelations over the course of a couple of projects that allowed them to focus on their passion while taking a more pragmatic approach to the market, striking a functional balance between the two. Ep 322 Shownotes: rengenmarketing.com/322

Getting wishlists is probably one of the main goals, bottom-line result we strive to acquire when getting games ready for release, and understandably so. But often, we get so caught up in this key metric that we don't stop to think about the importance quality plays in our wishlist acquisition, and just focus on hitting a total number before release. So today, we're going to look at wishlists in general from the "bottom-up", reviewing and thinking about the processes involved in acquiring wishlists, while also exploring the concept of how to "maintain" your wishlists, so you can do everything possible to increase your wishlist quality. Ep 321 Shownotes: rengenmarketing.com/321

If there is one thing most of us strive to do as game creators, it's to stand out. And standing out doesn't get much better when people talk about your game and share it with others. But understanding exactly what the reasons or moments are that compel players to share games with their community can be a mystery. So in today's conversation, we're going to explore what "share-worthy" really means and break that down into specific categories so you can better identify your games' share-worthy moments and hone in on them to create experiences that your players will want to talk about. Ep 320 Shownotes: rengenmarketing.com/320

Fully understanding the market demand for a commercial game is essential. Leading with a genre that is in high demand is a great start, but many don't think to dig deeper and find the gold nuggets that additional market research can reveal. In today's episode, we'll discuss where most people go wrong with their research, how to further validate your game, and identify tips and tricks that will give your game an edge over the competition. Ep 319 Shownotes: rengenmarketing.com/319

Diversity takes many shapes. In addition to differences in identity, diversity should encompass a difference in thought, background, experiences, skills. The games industry is experiencing a movement toward expanding and deepening our understanding of diversity and it's an important conversation we need to have. In today's episode, we'll be discussing the value of diversity, how to avoid making mistakes with the best intentions, the benefits it has for all devs and studios, and how having an open mind can create all sorts of opportunities. Ep 318 Shownotes: rengenmarketing.com/318

This is Part 2 of the interview with Konstantin Suvorov. As an indie studio, comparing and despairing can be demoralizing, especially when comparing yourself to a AAA studio. However, changing your mindset can make all the difference in how your game studio can outplay and one-up even the biggest AAA brands. Today we're going to uncover huge advantages indies have over AAA studios, valuable lessons each side can learn from the other, and unveil how you can combine these strategies and processes, turning your studio into an indie game powerhouse. Ep 317 Shownotes: rengenmarketing.com/317

As an indie studio, comparing and despairing can be demoralizing, especially when comparing yourself to a AAA studio. However, changing your mindset can make all the difference in how your game studio can outplay and one-up even the biggest AAA brands. Today we're going to uncover huge advantages indies have over AAA studios, valuable lessons each side can learn from the other, and unveil how you can combine these strategies and processes, turning your studio into an indie game powerhouse. Ep 316 Shownotes: rengenmarketing.com/316

The next wave of gamers is already here. Students, from middle to high school don't just view games only as entertainment but also as spaces for community, creativity, and leadership. But how do their unique motivations and playstyles translate into the future of game audiences? In today's episode, we're going to dive into insights from years of working with student gaming clubs and esports programs, uncovering lessons that every game developer and studio should consider. Episode Shownotes Link: https://rengenmarketing.com/420

The journey to success is different for all of us, regardless of our beginnings. Overcoming challenges, and learning how to pivot are all valuable experiences, but sometimes it's the humble beginnings that can really pave the way to reaching your destination. In today's episode, we'll be discussing one company's rise to prominence and how their evolution, resourcefulness, and the lessons they learned helped them go from an indie dev underdog to a prominent publisher. Ep 315 Shownotes: rengenmarketing.com/315

Maintaining productivity for any indie studio is absolutely essential, but studios that transitioned over to a remote setup over the past few years now face new challenges in keeping teams productive and healthy. In today's episode, we discuss some of these challenges, interesting benefits that come from a remote setup and how the core solution to addressing growing pains of going-full remote is closer than you think. Ep 314 Shownotes: rengenmarketing.com/314

Collaborating with content creators is one of the most impactful ways to amplify awareness and grow your game's community. However, structuring programs sometimes can be a struggle when ensuring they support and benefit content creators too. Today we explore practical strategies your studio can use to amplify your marketing, engage your community and hit goals while simultaneously supporting creators. From discussing crucial aspects of the program's design to empowering and nurturing creators, you'll have all the insights you need to build a killer creator program. Ep 313 Shownotes: rengenmarketing.com/313

Exploring ideas and concepts for a new project is always fun, especially when you're ready to develop a prototype. But sometimes passion, drive, and even opportunity can be a distraction that could easily send you off course. Today we're going to dive deep with our guest and discuss their process of exploring concepts, implementing prototypes, and how to keep things on track, even if it means completely trashing some of your work. Ep 312 Shownotes: rengenmarketing.com/312

We all understand the importance and value an IP has and rightfully so. However, sometimes studios don't see beyond this, finding it difficult to visualize and unlock their IPs true potential. Today we're going to explore creative approaches, simple yet powerful mindsets and other monetization strategies that can unleash your IPs full revenue potential while working towards sustainability. Ep 311 Shownotes: rengenmarketing.com/311

We all have a tendency to get close to our projects and sometimes miss the forest for the trees, especially when it comes to player feedback. But even if we don't, the playtesting process can be cumbersome and even overwhelming, making it a challenge to navigate and understand what actions need to be prioritized to improve the quality of your game. In this episode, we'll be discussing how you can crush your playtesting with a ton of valuable insights that not only provide you with clarity but can save you a lot of time, money and frustration. Ep 310 Shownotes: rengenmarketing.com/310

Validating any game concept can be a huge challenge for game creators. And if you're not hitting the target dead on, it can cost valuable time and resources. But just validating a product in a demanding market doesn't mean it's enough to stand out. Usually, this comes down to looking at the whole picture from a different lens. Sometimes, that means distancing yourself from the crowd and taking a roguelike approach to really differentiate yourself. Ep 309 Shownotes: rengenmarketing.com/309

The world of game marketing is a shifting landscape. Recent years have shown a trend toward short-form content for advertising, communicating and selling video games. Today we'll be discussing some of those trends, effective ways to employ them in your projects and other concepts to keep in mind when tackling your marketing. Ep 308 Shownotes: rengenmarketing.com/308

Creating effective PR campaigns is a very tedious process. On top of that, executing campaigns doesn't guarantee results. However, developing a better understanding and streamlining the process can create lots of opportunities to communicate your story and maximize your game's awareness. We'll be discussing how using data insights can help make decisions on how and when to execute effective PR campaigns. But also how this information can be leveraged to support all marketing efforts, giving you more confidence and control. Ep 307 Shownotes: rengenmarketing.com/307

By now, most of you should know that this podcast is about the marketing and business of indie games. But another core theme carried throughout the show is empathy. We've talked about this in numerous ways in how it pertains to your audience, but never really defined the different types of empathy and explore the impact it can have across the industry. That's why I'm really excited about this episode because our guest gives us a full breakdown of what empathy is, how it relates to different cultures and how taking an empathetic approach can vastly level up your studio and even yourself. Ep 306 Shownotes: rengenmarketing.com/306

Most developers see their Steam page as a way to describe their game. And while that's true, its real purpose goes deeper: capturing a player's limited attention and showing them, in seconds, that your game is for them. In this episode, I share lessons from my own posts and conversations on why the purpose of your Steam page goes beyond text, features, or trailers. We'll explore how every element — from messaging to visuals to community — needs to align. Because your Steam page isn't just a page. It's the anchor: the place where consistency shows, and where everything starts and ends for players deciding if your game deserves their time. Episode Shownotes Link: https://rengenmarketing.com/419

Anytime you're looking for opportunities in the game market, understanding your game's audience is a great place to start. Unfortunately, the process isn't usually defined well, making it hard to understand audiences, let alone how to apply their needs to your product design. Today we're taking a deeper dive with our guest into exploring this concept of "knowing your audience" further, discovering key ingredients that you can use to create the right product design. Ep 305 Shownotes

Animation has been connecting people to characters across the world for generations. With animated game trailers rising to prevalence in the indie game community, we're taking a look at the role they play, as well as some of the outcomes they encourage. Ep 304 Shownotes

The gaming industry is a global industry that continues to grow at a rapid rate and being interconnected virtually is a main contributor to this. Despite being connected, there are still segregated areas and communities that face multiple challenges when creating a presence and establishing recognition in the industry. Thankfully, our guest today shares how to overcome these challenges, question limiting beliefs and implement strategies that empower game dev communities and promote growth for the industry as whole.

When it comes to finding your game's fit, identifying opportunities and creating value for players is something we all like to lead with. While important, there are a lot of other essential and core concepts that usually go unchecked, making it a challenge to stand out even if there is market demand. Thankfully our guest today shares how implementing these concepts can better define your path while learning from insights along the way, helping ensure your game's fit is in line with the market and your studio.

With the stigma around mental health discussion slowly starting to go away, more and more industries are being tasked with examining their own mental health implications and ways to overcome these challenges. With games being a high stress environment, we're taking a look at some ways to manage mental health while working in the industry.

Your systems and processes as a developer or studio can dictate everything about your project. From how you source your funding to implementing your game's vision and communicating that to players through marketing, it's all done by having systems in place. The challenge with this is we may not always be aware of how each of these areas can be more defined in terms of how it relates to time, resources, quality and even communication. Today our guest shares his insights on how clearly defined processes across your entire business can attribute to having a solid product, a great team and a sustainable studio.

Whenever we think about what makes a great game, generally speaking it boils down to the positive experience players have. However, when making games, the focus shouldn't be making a great game, but making the right game for a particular audience and delivering more value than what's currently available. But even with this shift in mindset, studios and developers can still struggle with how to communicate their game's experience to prospective players. Thankfully, our guest shares UX design concepts and frameworks that can be translated into marketing efforts that clearly communicate a game's vision and experience to prospective players, making this a cohesive and holistic approach that fully caters to the player's journey and aligns marketing with UX.

Making any game has its challenges, but making one that caters to a niche audience can be an extremely daunting task. Between discovering a limited market and having few games to compare yours to, what you thought was an opportunity could quickly look like a big risk. Thankfully our guest today shares how a little market research and an understanding of your audience allows you to be more authentic with players while tackling other challenges around awareness efforts on platforms like Reddit and beyond.

Information can be a valuable and powerful tool for anyone. Whether you're providing or receiving information, it can make all the difference in helping others reach their goals and your own. However, the context and intent of how information is created and received can impact our decisions, and direction and influence others. That's why we'll be discussing the importance of how to navigate and use information with proper context so we're being mindful and efficient in how we apply it to ourselves and everything else we do.

The path to success as a game studio is full of obstacles and opportunities. Reflection and outlook are a common theme here on the show, as well as the theme of fostering a healthy culture and mindset. And that of course, starts with having a strong foundation and doing things a little differently. Today we're meeting with the co-founders of Astral Clocktower Studios to explore how they took a three-pronged approach to build their studio by leveraging their different perspectives and skillsets to create a foundation that promotes growth and opportunity.

Finding the right teammates isn't about checking boxes or broadcasting open roles. It's about creating the kind of opportunity people want to be part of. Today, we're digging into what actually draws people to a project by looking at how we communicate it, which is often in subtle ways we don't even notice. We'll explore how aligning your message with your mission can shape the future of your team. Whether you're bringing on your first collaborator or growing a small team, you'll walk away ready to connect with new talent with more clarity, empathy, and intent. Episode Shownotes Link: https://rengenmarketing.com/418

Whenever we consider how to beat the odds and stand out with our games, lots of times we tend to only focus on the product itself. This manifests itself in various ways but it often boils down to focusing on a lot of different things that don't always lead to solving big problems you or your studio face. So in this special masterclass-thought experiment episode, we're going to discuss and contemplate how you can be more focused, understand what being mindful of your time really means for you and your studio and how to leverage that information to scale and become a leader.

There are a number of reasons to start an independent game studio, but the practical side of the process can be quite daunting especially when you don't have any kind of a track record. Today we'll be discussing some aspects of starting a new studio and how you can leverage past experiences to build traction with your game while receiving support from partnerships.

Working in the games industry has become more and more coveted as the medium has evolved over recent decades. With this boom of up-and-coming devs, more and more misinformation pervades the conversation. Today we'll be debunking some myths about what it means to join the game industry while sharing ideas on how we can improve it…and even yourself.