Indie Game Pre-Launch Checklist

The Pre-Launch Checklist: 50 Things to Do Before You Ship Your Indie Game

TL;DR: 50 items organized by timeline (12 weeks, 6 weeks, 2 weeks, 1 week, launch day, post-launch). Must-haves: Steam page live, press kit ready, 200-400 press contacts, launch trailer, keys generated. Start press outreach 6-8 weeks out. Launch day is about execution and responsiveness, not crossing a finish line.

Key Takeaways

• Start 12 weeks out: Steam page live and approved, capsule art professional, press kit ready, press list of 200-400 contacts built
• 6 weeks out: first wave of press outreach, content creator contacts, embargo date if using one, demo or preview build available
• 2 weeks out: keys sent to key press/creators (they need time to play, record, edit, schedule), launch trailer finalized
• Launch day: hit release button, verify store page, post everywhere, monitor Steam discussions and reviews, respond to bug reports within hours
• Post-launch: push hotfix for critical bugs within 24-48 hours, save Update Visibility Rounds for significant updates (not minor bug fixes)

Most indie games fail at launch because of what developers didn't do in the weeks and months leading up to it. What consistently separates successful launches from quiet ones is preparation—developers who work through a checklist systematically report far less launch-day chaos. The game itself might be solid. The marketing preparation was not. You wouldn't skip the tutorial and complain the boss is too hard. Same principle.

This checklist exists because the indie game marketing timeline is long, and it's easy to lose track of what needs doing and when. I've organized 50 items into phases, starting 12 weeks before launch and ending on release day. There's also a post-launch section for week one and month one, because shipping is not the finish line.

Each item is ranked by priority: Must-Have items will directly cost you sales if skipped. Should-Have items meaningfully improve your launch. Nice-to-Have items help but won't sink you if missed.

Free Tool: Launch Checklist — Use our interactive launch checklist to track every pre-launch task. Runs in your browser, no signup required.

12 Weeks Before Launch

This is where most of the foundational work happens. If you're reading this and launch is in 12 weeks, you're on time. If launch is in 4 weeks, skip to that section and do what you can.

Steam Page

1. Steam Coming Soon page is live and approved (Must-Have). If your page isn't live yet, you've been leaving wishlists on the table. Submit it now. Steamworks review takes about 7 business days.

2. Capsule art is professional and reads at small sizes (Must-Have). Your Small Capsule (462x174) is the most-seen image in your entire marketing campaign. If you made it yourself and you're not a graphic designer, hire someone. Budget $250 to $2,000.

3. Store description is finalized with your hook in the first two sentences (Must-Have). The short description is what appears in search results and the Discovery Queue.

4. Tags are accurate and complete (Must-Have). Steam's recommendation algorithm runs on tags. Wrong tags mean wrong audience. Check what your comp games use.

5. At least 6 screenshots showing core gameplay (Must-Have). Not title screens. Not concept art. Actual gameplay that communicates what the player does.

6. System requirements are filled in (Should-Have). Missing system requirements won't tank your launch, but they create friction for cautious buyers.

Marketing Assets

7. Press kit is live and up to date (Must-Have). Every journalist and content creator who hears about your game will look for this. Build it early, update it often.

8. Launch trailer is in production (Must-Have). You need this ready by 2 to 4 weeks before launch. Start now.

9. 9 to 12 high-resolution screenshots ready for press (Must-Have). These go in your press kit and get used by every outlet that covers you. 1920x1080 minimum, no watermarks, no HUD clutter unless it shows important UI.

10. GIFs or short clips for social media (Should-Have). Five to ten short clips (5 to 15 seconds each) showing different aspects of gameplay. These are your social media ammunition for the final weeks.

11. Trailer follows the 5-second rule (Must-Have). First 5 seconds must hook. No logo intros, no slow fades.

Press Outreach Preparation

12. Press list of 200 to 400 contacts built (Must-Have). Journalists, YouTubers, TikTok creators, Twitch streamers who cover your genre. This takes time. Start now.

13. Pitch email drafted and reviewed (Should-Have). Write it, sit on it for a week, then edit. Send it to a friend who doesn't know your game and ask if they'd care.

14. Steam keys generated for press (Must-Have). Request enough keys from Steamworks. You'll need 200 or more for a full press campaign.

15. Key distribution system in place (Should-Have). Whether you use a spreadsheet, a tool, or presskit.gg's key request feature, have a system before keys start going out.

Community

16. Discord server is set up and moderated (Should-Have). Even a small one. Players who try your demo or wishlist your game need somewhere to talk to you.

17. Social media accounts are active with recent posts (Must-Have). A Twitter/X or TikTok account with no posts in three months tells potential followers you're not serious.

18. Email list or newsletter set up (Nice-to-Have). Optional for first-time developers, but valuable if you plan multiple games.

6 Weeks Before Launch

Outreach begins. This is the busiest marketing period outside launch week itself.

Press and Content Creators

19. First wave of press outreach emails sent (Must-Have). Start with your highest-priority contacts. Personalize each email. Reference their recent work. Getting press coverage is a process, not a blast.

20. Content creator outreach started (Must-Have). YouTubers and streamers often need more lead time than journalists because they record, edit, and schedule videos.

21. Embargo date set (if using one) (Should-Have). If you want reviews to go live on launch day, set an embargo and communicate it clearly.

22. Demo or preview build available for press (Must-Have). Journalists need to play the game to cover it. A "coming soon" promise isn't enough.

Steam Page Polish

23. Updated trailer uploaded to Steam (Must-Have). If your announce trailer is more than 6 months old, it probably doesn't represent the game anymore.

24. Steam page description reviewed for accuracy (Must-Have). Features you added, features you cut. Make sure the page matches the actual game.

25. About This Game section uses formatting (Should-Have). Headers, bullet lists, bold text, embedded GIFs. A wall of plain text doesn't sell.

26. Mature content descriptors filled in (Must-Have for applicable games). Missing these can delay your store page review.

Marketing Coordination

27. Release date announced publicly (Must-Have). Your Steam page should show a specific date, not just "Coming Soon" or "Q1 2026."

28. Launch day social media posts drafted (Should-Have). Write them now so you're not scrambling on release day.

29. Launch day email to your mailing list drafted (Nice-to-Have). If you have a list, prepare the email.

2 Weeks Before Launch

The final stretch. Everything should be in place. This phase is about polish and distribution.

30. Steam keys sent to key press and content creators (Must-Have). They need time to play, record, edit, and schedule. Two weeks is the minimum for larger creators.

31. Follow-up emails to non-responsive press contacts (Should-Have). One polite follow-up. Attach the same pitch with a note: "Just bumping this in case it got buried."

32. Launch trailer finalized and uploaded everywhere (Must-Have). YouTube, Steam, your website, your press kit.

33. Press kit updated with launch-specific assets (Must-Have). Launch trailer, final screenshots, pricing info, release date.

34. Wishlist count checked against benchmarks (Should-Have). Know where you stand. If you're under 7,000 wishlists, adjust your launch expectations accordingly.

35. Steam release process rehearsed in Steamworks (Should-Have). Know where the release button is. Know what fields need to be filled. Don't discover a missing required field at midnight on launch day.

1 Week Before Launch

36. Final build uploaded and reviewed on Steam (Must-Have). Submit your build for review at least 3 to 5 business days before launch. Steamworks review can take time.

37. Launch day schedule planned hour by hour (Should-Have). What time do you press the button? Who monitors Steam forums? Who handles social media? Who watches for critical bugs?

38. Emergency hotfix process ready (Must-Have). Know how to push a quick patch through Steamworks. Players forgive launch bugs. They don't forgive silence.

39. Steam Community Hub has a welcome post (Nice-to-Have). A pinned discussion welcoming players, explaining how to report bugs, linking to your Discord.

40. All platform accounts (Twitter, Reddit, Discord) have launch branding (Nice-to-Have). Update profile pictures, banners, and bios to reflect the launch.

Launch Day

41. Hit the release button at your planned time (Must-Have). Valve recommends releasing during your target audience's peak hours. For Western markets, 10 AM Pacific is a common choice.

42. Verify the store page went live correctly (Must-Have). Check pricing, screenshots, trailer autoplay, description, tags. Fix anything wrong immediately.

43. Post on all social media channels (Must-Have). The game is live. Tell everyone. Include a direct link to your Steam page.

44. Email your press list: "The game is live" (Must-Have). Short email. Link to the game. Link to the press kit. Offer to answer questions.

45. Monitor Steam Community discussions (Must-Have). Respond to bug reports within hours, not days. First impressions stick.

46. Watch your first Steam reviews (Must-Have). If you see a pattern (a specific bug, a confusing tutorial), address it immediately with a community post.

47. Update your press kit with the live store link (Should-Have). Replace any Coming Soon links with the actual purchase page.

Post-Launch: Week 1

48. Push a hotfix for critical bugs within 24 to 48 hours (Must-Have). Speed matters more than perfection here. A quick patch with a community note about what you fixed builds trust.

49. Engage with every content creator who covers your game (Should-Have). Retweet, comment, thank them publicly. This encourages more coverage.

50. Post a "thank you" devlog on Steam Community Hub (Should-Have). Share player numbers, milestones, or just genuine gratitude. Players notice when devs show up.

Post-Launch: Month 1

Beyond the checklist, here's what the first month should look like:

Continue responding to Steam reviews and community posts. Players who feel heard leave better reviews. Developers who ship regularly report that the first month's community engagement sets the tone for the entire game's lifecycle—responsive devs build loyal communities. Better reviews drive purchases. Purchases drive algorithmic visibility.

Don't burn an Update Visibility Round yet. You're still riding launch visibility. Wait until traffic settles (usually 3 to 4 weeks) before triggering your first round. You only get five to start. Use them strategically.

Start planning your first major update. Content updates give you a reason to market your game again. They trigger fresh press coverage, new social media posts, and renewed community activity.

Register for the next Steam seasonal sale. Deadlines are usually posted 4 to 6 weeks in advance. A 20% discount triggers wishlist notification emails to everyone who wishlisted but hasn't purchased yet.

Using This Checklist

Print it. Put it on your wall. Cross things off. The specific items matter less than the principle behind them: launching a game is a project within a project, and it requires the same planning discipline as development.

Most of what's on this list takes hours, not days. The problem is when 30 things that each take two hours all need to happen in the same week because nobody planned ahead.

Start early. Work the timeline. Ship prepared. No respawns on launch day.

Frequently Asked Questions

When should I start press outreach?

Six to eight weeks before launch for your highest-priority contacts (major outlets, important creators). Expand to your full list at three to four weeks. Keys should reach content creators at least two weeks before launch since they need time to play, record, edit, and schedule.

What if I'm reading this and launch is in 4 weeks?

Skip to that section and do what you can. Focus on must-haves: Steam page polished, launch trailer, press kit live, keys generated, and start outreach immediately. You'll miss some opportunities, but you can still have a decent launch. I've tested compressed timelines and they're recoverable.

Should I burn an Update Visibility Round in the first week?

No. You're still riding launch visibility. Wait until traffic settles (usually 3-4 weeks) before triggering your first round. You only get five to start, and wasting one during your natural launch spike is a common mistake.

What's the most important thing on launch day?

Monitor Steam Community discussions and respond to bug reports within hours. Players forgive launch bugs. They don't forgive silence. Speed of response matters more than perfection of response.

For a focused breakdown of what to do during the launch week itself, see The Game Launch Week Checklist.

Related Guides

This article is part of our series on marketing timeline. Start with the complete guide:

• The indie game marketing timeline

Also in this series:

• When to create your press kit
• How to announce your indie game
• Post-launch marketing for indie games

A professional press kit is one of the first items on this checklist and one of the last you'll stop updating. presskit.gg helps you build a self-hosted press kit on WordPress so your marketing assets live on your domain, ready whenever a journalist or creator comes looking.