[Guest post] How console marketing works

By Artem Shkafenko – Head of Marketing at Upscale Studio.

If you ask any indie developer about their marketing strategy, you will likely hear the same formula: Twitter/TikTok -> Steam Page -> Wishlists -> Next Fest -> Popular Upcoming.

Steam has trained developers to value the wishlists as the ultimate currency. But on PlayStation, Xbox, and Nintendo Switch the situation is different. Wishlists exist, but they are not the main driver of the algorithm. Consoles heavily favor day-one organic visibility.

At Upscale Studio, we specialize in bringing PC indie games to consoles. And here is our marketing pipeline, which we run to ensure our console releases actually sell.

1. Pitching the platforms directly

Unlike Steam, console storefronts are highly curated. That’s why we actively push the game to the platform holders:

• We create dedicated Pitch Decks and send exclusive trailers directly to account managers at Sony, Xbox, and Nintendo. There are different programs for indies, like ID@Xbox, and Submission Forms that are actually important to fill out.
• Our goal is to secure manual features, such as “Indie Highlights,” or special store placements that guarantee day-one visibility.
• Also, we constantly use news management on PlayStation and Xbox Wire.

2. The daily content engine

While this part is pretty similar to Steam marketing, consistency is key. To generate organic hype, we maintain a relentless daily content schedule for each of our published games.

• Twitter (X): 2 targeted posts every single day (using correct console hashtags, engaging with the indie community, and showcasing gameplay).
• Short-Form Video: 1 short video published daily across YouTube Shorts, TikTok, and Instagram Reels. We focus on funny moments, physics fails, and gameplay hooks to trigger viral algorithms.

3. Targeted press and creator outreach

To ensure a diverse range of coverage before launch, we collaborate closely with content creators and the gaming press.

• Influencers: We actively manage Keymailer campaigns by distributing review keys to niche console bloggers, streamers, and “trophy/achievement hunters” who generate significant sales. There is a free plan and different paid options for bigger outreach. Also, you can use manual outreach via email, but it takes much more effort.
• Press releases: We draft and distribute professional press releases to targeted gaming news outlets and review sites to ensure the game has a strong media presence on launch day.

4. Leveraging the console ecosystem

We optimise the game for the culture of console players. This involves creating appropriate trophy and achievement lists to attract completionists and collaborating with console deal trackers (like PSPrices) to maximise long-tail revenue during seasonal sales.

5. Store page optimization

Last but certainly not least, we customise the storefront for your game. To make your game stand out, we create new, console-specific banners, descriptions, tags, and screenshots. What looks good on a PC monitor doesn’t necessarily translate well to a TV screen or handheld console.

Launching successfully on consoles isn’t magic – it’s a daily grind of pitching, posting, and outreach!