How to Get Into Indie Game Showcases and Festivals
TL;DR: Showcases are free fast-travel on the marketing map. Apply 4-6 months before events, target 10+ applications since rejection is the norm, and prepare a polished demo and press kit. Major digital showcases: Day of the Devs, Wholesome Direct, Guerrilla Collective. Major competitions: IGF ($95-125 entry). Each appearance is kindling for the fire.
Key Takeaways
- Each showcase puts you in a curated collection of 20-100 games shown to audiences specifically looking for new games
- Apply early: most showcases want applications 4-6 months before the event
- Rejection is normal; Cairn appeared in 18 festivals before launch, which means they applied to far more
- IGF nomination (even without winning) carries significant weight; "IGF Nominee" is a credibility signal that lasts forever
- Mid-tier creators (10K-100K subscribers) are your sweet spot: large enough to matter, small enough to actually respond
Showcases and festivals are one of the most effective ways to put your game in front of a large, curated audience without spending money on advertising. Think of them as free fast-travel points on the marketing map. A single appearance in the right showcase can generate thousands of wishlists in a day.
This fits directly into the indie game marketing timeline at Phase 2 (the long middle, 3 to 6 months before launch). Showcases require planning. Most want applications 6 or more months before the event. If you're thinking about showcases the month before your game launches, you've already missed most deadlines.
Why Showcases Matter
Showcases solve indie gaming's biggest problem: discoverability. Your game is one of 18,000+ titles released on Steam each year. A showcase puts you in a curated collection of 20 to 100 games, shown to an audience that's specifically there to find something new.
The Peglin developers described the compound effect perfectly: "Our inclusion in PAX festival and then especially with Tiny Teams Festival, it was all just kind of adding stuff to this very small fire and then eventually it all just took off." Each showcase appearance added kindling. Eventually, the fire caught.
Developers who've participated in multiple showcases consistently report that the networking value often exceeds the direct wishlist value—connections made at festivals lead to publisher meetings, press relationships, and cross-promotion opportunities. Beyond wishlists, showcases give you:
- Press coverage. Journalists attend showcases specifically to find new games to write about. Being in a showcase is a warm introduction instead of a cold pitch.
- Content creator attention. Many YouTube and Twitch creators produce "showcase roundup" videos, covering every game shown. Free exposure you didn't have to pitch for.
- Social proof. "Official Selection, Day of the Devs" or "IGF Nominee" on your Steam page and press kit is a credibility signal that lasts forever.
- Industry connections. Physical events put you in rooms with publishers, platform holders, investors, and other developers.
Major Digital Showcases
These are the big online events where trailers and demos get shown to hundreds of thousands of viewers.
Day of the Devs
Run by Double Fine (now part of Xbox) and iam8bit. One of the most prestigious indie showcases. Typically held during Summer Game Fest (June) and sometimes The Game Awards (December). Being selected here puts your trailer in front of millions of viewers across YouTube, Twitch, and media coverage.
Application timing: usually opens 4 to 6 months before the event. Selection is competitive. They look for games with strong visual identity and a clear hook.
Wholesome Direct
Focuses on cozy, wholesome, and feel-good games. If your game fits that vibe (farming sims, narrative adventures, relaxing exploration), this is one of the best platforms available. Wholesome Direct typically runs during June's showcase season and has grown into one of the most-watched indie showcases.
Application timing: usually 3 to 5 months before the event. The Wholesome Games team is very active on social media, so following them and engaging with their community can increase visibility.
Guerrilla Collective
An indie-focused showcase that runs during June's busy showcase season. More genre-diverse than Wholesome Direct. Accepts a wide range of indie titles.
Application timing: 3 to 6 months before the event. They're generally less competitive than Day of the Devs, making this a strong option for first-time applicants.
The MIX (Media Indie Exchange)
The MIX runs showcases at GDC, E3/Summer Game Fest, Gamescom, and other major events. They're one of the longest-running indie showcase organizers. They offer both digital showcases and physical booth space at events.
Application timing: varies by event. Check their website regularly for open submissions.
The Game Awards
Not an indie-specific showcase, but The Game Awards frequently features indie trailers. Getting selected here is extremely competitive and usually requires a publisher or PR agency connection. Worth trying, but don't bank on it.
Competitions and Awards
IGF (Independent Games Festival)
The most prestigious award in indie games. Held annually at GDC (Game Developers Conference) in San Francisco, usually in March. Categories include the Seumas McNally Grand Prize, Excellence in Design, Excellence in Visual Art, Excellence in Audio, and the Nuovo Award for boundary-pushing games.
Entering costs $95 to $125 depending on how early you submit. Submissions typically open in September/October with a November deadline.
Even a nomination (without a win) carries significant weight. IGF Nominee on your press kit and Steam page is a strong credibility signal. Judges include industry veterans, journalists, and previous winners.
BAFTA Games Awards
If you're a UK developer or your game qualifies for BAFTA consideration, this is worth pursuing. The "Debut Game" category specifically recognizes first-time studios.
IndieCade
A long-running indie festival with both competitive and showcase elements. Held in multiple locations throughout the year. Submissions open on a rolling basis for some events.
Physical Events
Physical festivals put you in front of players, press, publishers, and other developers in person. The energy is different from digital showcases, and so is the commitment.
GDC (Game Developers Conference)
San Francisco, usually March. This is the industry's biggest professional gathering. GDC has an expo floor where indie developers can show their games, but booth space is expensive ($2,500+) and limited. The IGF Pavilion provides space for IGF nominees and finalists.
Alternatives: The Day of the Devs physical event often runs during GDC week. The MIX also hosts events. You can attend GDC without a booth and still benefit from networking and hallway conversations.
PAX (Penny Arcade Expo)
PAX runs multiple events per year: PAX West (Seattle, August/September), PAX East (Boston, March/April), PAX Aus (Melbourne, October), and PAX Unplugged (Philadelphia, December). The Indie MEGABOOTH and PAX Rising programs give indie developers booth space at reduced cost or for free.
PAX is player-facing. The audience is primarily consumers, not industry professionals. This makes it excellent for playtesting, gathering feedback, and generating buzz among actual players who will buy your game.
Gamescom
Cologne, Germany, usually August. Europe's largest gaming event. The Indie Arena Booth provides shared space for indie developers at a fraction of the cost of a solo booth. Gamescom also runs the Gamescom Award, which generates press coverage for nominees.
Regional Events
Don't overlook smaller, regional events. EGX (UK), BitSummit (Japan), A MAZE (Berlin), and dozens of local indie meetups and showcases exist around the world. Competition for spots is lower, and the intimate setting often leads to more meaningful connections with press and publishers.
Application Strategy
Start Early
Most showcases want applications 4 to 6 months before the event. Some (like IGF) have even earlier deadlines. Build a calendar of showcase deadlines at the start of each year and work backward to submission dates.
If you're planning to launch in Q4, you should be applying to summer showcases in Q1. The timeline is more aggressive than most developers expect.
What Organizers Look For
Every showcase is different, but common factors include:
- A strong visual hook. Your trailer and screenshots need to communicate what makes your game special within seconds. Capsule art matters here just as much as it does on Steam.
- A playable demo. Many showcases require one. Even those that don't will prioritize games that have a demo available.
- A clear identity. Games that fit a showcase's vibe (wholesome for Wholesome Direct, experimental for Nuovo) are more likely to be selected.
- Professional materials. A complete press kit, a polished trailer, and a real Steam page signal that you're serious. Organizers are putting their reputation on the line with every game they select.
Your Press Kit for Festival Applications
Festival organizers are your audience too. When they review your application, they'll click through to your press kit, your Steam page, and your social media. Having a professional press kit with downloadable assets makes the organizer's job easier. They need screenshots and trailer links for their marketing materials. If those are easy to find, you're already ahead of applicants who make them hunt.
Apply Broadly, Expect Rejections
Apply to every showcase that fits your game. Rejection is the norm. What developers who track their application success rates report is that even games with strong market fit get rejected from most showcases—it's a numbers game, and persistence matters more than perfection. Even excellent games get turned down due to genre quotas, timing conflicts, or subjective curatorial decisions. Cairn's marketing manager reported appearing in 18 festivals before launch. That means they applied to far more than 18.
Rejection from a showcase doesn't mean your game isn't good enough. It often means the showcase was full, or they'd already selected a game in your genre. Continue? Y/N. Always Y. Apply again next time.
Preparing Your Demo Build
If a showcase requires a playable demo (physical events always do, many digital ones do), prepare it carefully.
For physical events:
- Build a demo that can be completed in 10 to 15 minutes. Players at a booth have limited time.
- Include an attract screen or auto-play loop for when nobody is playing.
- Test extensively on the exact hardware you'll bring.
- Disable anything that could crash, lock up, or require internet access.
For digital showcases:
- Your Steam Next Fest demo can often double as your showcase demo.
- Make sure the demo represents the current state of your game, not a build from six months ago.
- Include clear instructions for press and content creators on how to access and play.
Making the Most of an Acceptance
Getting into a showcase is step one. Maximizing it is step two.
Announce your showcase selection on all social media channels. Update your press kit with the showcase logo and selection status. Coordinate with the showcase organizers on timing for your trailer reveal. Reach out to press contacts and mention your showcase appearance. This is news they can write about.
During the showcase itself, be present. Respond to social media mentions. Engage with players trying your demo. Watch streamers play your game live and take notes. This is market research and community building happening simultaneously.
After the showcase, follow up with every press contact and content creator who covered your game during the event. Thank showcase organizers publicly. Add "Official Selection, [Showcase Name]" to your Steam page, press kit, and marketing materials.
Free Tool: Launch Checklist — Track your showcase applications and festival deadlines with our interactive checklist. Runs in your browser, no signup required.
Frequently Asked Questions
How many showcases should I apply to?
As many as fit your game. Rejection is the norm even for excellent games. Apply broadly, expect most to say no, and celebrate the ones that say yes. Cairn's 18 festival appearances means they likely applied to 30-50+.
Do I need to attend physical events in person?
For physical events like PAX and GDC, in-person attendance is required if you're showing a playable demo. For digital showcases, you just submit materials and participate remotely. The digital ones are easier logistics but also more competitive.
What makes an application stand out?
A strong visual hook (capsule art and trailer that communicate instantly), a playable demo, professional materials (complete press kit), and a clear identity that fits the showcase's vibe. Organizers are putting their reputation on every selection.
Should I enter IGF even if I probably won't win?
Yes. Even a nomination is valuable credibility. The entry fee ($95-125) is reasonable for the potential upside. Judges include industry veterans, and the exposure alone can be worth it. I've seen nominations transform a game's press coverage.
Related Guides
This article is part of our series on marketing timeline. Start with the complete guide:
Also in this series:
Festival organizers, journalists, and content creators all need the same thing: easy access to your game's assets. presskit.gg gives you a professional, self-hosted press kit that's ready for every showcase, festival, and media inquiry.