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4 Tips to Kickstart Your Video Game’s Communication Strategy
You’ve finally taken the plunge and started developing your video game. Congratulations! You’ll soon discover that making a game involves far more than just coding—it’s a multidisciplinary journey. Among the many skills you’ll need, there’s one that developers often overlook: communication.
Why? Because it can seem less exciting than game design, less rewarding than programming, and sometimes even intimidating. But if you’ve poured so much energy, passion, and sleepless nights into your game, it’s not just to keep it in the shadows. You want it to be played and loved by gamers around the world, and that won’t happen without visibility.
Communication shouldn’t be seen as a chore, but as a powerful tool to bring your game to life in the eyes of your audience. It’s how you connect with future players, draw them into your world, and build a community ready to support you.
1. Evolve Your Communication Throughout Development
Many developers think of game creation and communication as two separate phases: first you build the game, then you promote it. In reality, these processes should run in parallel from the very beginning. Communication isn’t something you tack on at the end—it’s a continuous effort that ramps up as your game nears release.
One of the most common mistakes is waiting until the game is finished to start talking about it. By then, it’s too late. In marketing, there’s a concept called the “Rule of Seven,” which suggests that a person needs to encounter a message or brand at least seven times before taking action. The same applies to your game: the sooner you start sharing, the more likely players are to follow your journey.
2. Choose Your Social Media Platforms Strategically
Trying to be everywhere at once is exhausting. The more platforms you juggle, the more overwhelming the workload becomes—especially if you don’t have a dedicated communications team.
Instead, focus on one or two platforms at most, based on two key criteria:
- Where your target audience spends their time
- Your comfort level with creating content for that platform (forcing yourself to make videos if it doesn’t come naturally, for example, isn’t sustainable)
The goal isn’t to be everywhere—it’s to be present where you can engage consistently and authentically.
3. Speak to Your Real Players, Not Everyone
A game that tries to appeal to everyone often ends up resonating with no one. Your communication should directly address the players who will be most drawn to your game’s universe.
For instance, fans of cozy games will respond to warm, charming visuals, a relaxing atmosphere, and messaging that emphasizes comfort and relaxation. On the other hand, action game enthusiasts expect intensity: explosions, dynamic combat, and striking imagery that grabs their attention immediately.
Tools like Bartle’s Player Types or Quantic Foundry’s Gamer Motivation Model can help you pinpoint what drives your audience, so you can craft messaging that truly speaks to them.
4. Build an Engagement Routine
Posting content and waiting for players to come to you isn’t enough. Social media thrives on interaction. A strong engagement routine means reaching out: comment, like, and ask questions on posts from other developers, similar games, or niche communities.
These interactions not only make your account more visible to your target audience but also help you forge connections with potential partners. Imagine approaching someone for a collaboration after months of genuine engagement with their content—your chances of success are far higher than sending a cold, impersonal email.
Conclusion
Don’t treat your game’s communication as an afterthought or a last-minute task. Every post, comment, and interaction matters. Over time, you’ll build a community, foster relationships, and create opportunities that will keep your game alive long after launch.
So don’t wait for everything to be perfect—start today, stay consistent, and let your game shine. With dedication and care, your game will find its audience.