How to Build a Go-To-Market Strategy For Your Next Launch

With over 18,800 games released on Steam in 2024 alone, just finishing your game isn’t enough to stand out.

Great mechanics and killer art matter—but without a launch plan, even the best games risk disappearing into the noise.

That’s where a go-to-market strategy (GTM) comes in.

We’ve helped hundreds of developers launch successfully, across every genre and budget. What is the single biggest difference between games that get noticed and those that flop?

 👉 A clear, strategic go-to-market plan.

And yet, many development teams still skip it. Let’s fix that.

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Why Do So Many Game Developers Skip GTM Planning?

Too many studios—first-time indies and even seasoned teams—delay planning until it’s almost launch day.

Not because they don’t care, but because they’re buried in everything else:

• Building the game
• Fixing the bugs
• Handling community
• Surviving scope creep
• Prepping for demos or shows

Marketing strategy ends up somewhere below “make new screenshots” and “get more sleep.”

We get it. This stuff is hard. But so is building a game. But if you forego creating a solid GTM plan, even your best work might never find its audience.

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What Happens If You Launch Without a Strategy?

Here’s the truth that too many developers learn the hard way:

If you launch without a strategy, you’re not launching—you’re just uploading.

And in today’s market, uploading isn’t enough.

• 18,800+ games launched on Steam in 2024
• 3,200+ games appeared in one Steam Next Fest
• 80% of Steam titles earn less than $5,000 over two years

You don’t stand out just because you shipped. You stand out when you:

✅ Know your audience
✅ Know your value proposition
✅ Build and engage a community
✅ Coordinate messaging across the right channels at the right time

That’s what builds wishlists, wins press attention, and attracts publishers.

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What Is a Go-To-Market Plan?

A go-to-market (GTM) plan is your launch blueprint. It connects your creative, marketing, and business efforts into one strategy, so you’re not just “doing stuff " but intentionally building momentum.

Think of it as both a launch playbook and a business growth strategy. Done right, a GTM plan not only drives wishlist growth and sales but also attracts publishers, investors, and talent who are drawn to studios that demonstrate professionalism and clarity.

What should a GTM plan include?

Game Positioning & Value Proposition

What makes your game different, and why should players care? Your positioning should be sharp enough to cut through a crowded marketplace and compelling enough to catch the eye of both players and publishers.

Target Audience & Player Personas

 Who is your game really for? Go beyond demographics—understand motivations, play habits, and where your community gathers online.

Community Building Strategy

Your community isn’t just marketing—it’s momentum. Building a Discord, sharing dev diaries, and running playtests create advocates who’ll spread the word for you before, during, and after launch.

Milestones & Timeline

What beats will drive anticipation? From your Steam page to trailers, demos, and betas, planning these touchpoints early keeps your momentum steady instead of spiking and disappearing.

Marketing Channels & Tactics

Will you focus on PR, influencers, events,  paid ads, or a mix? Clarity here prevents wasted spend and ensures your campaign supports both sales and brand growth. As you progress in your launch execution, ensure you are measuring results often so that you can quickly discard marketing tactics that aren’t moving the needle and reinvest in those that are.

Messaging & Creative Assets

What’s your core story, and how will your trailers, visuals, and tone reinforce it consistently? Players should instantly know what makes your game unique whenever they see it.

Metrics & Success Criteria

Define what success looks like—wishlist numbers, retention rates, community growth, or press coverage—and track it. A good GTM plan doesn’t just drive hype; it measures impact.

Your GTM doesn’t need to be a 60-page deck. But it does need to exist in a form your team can reference, update, and rally around. Think of your GTM as a living, breathing, document that may change over time. You don’t need to get it perfect on day one.

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When Should You Start GTM Planning?

The short answer? Much earlier than most studios think.

Waiting until the game is “almost done” is a recipe for missed opportunities. Without early planning, you’ll struggle to build awareness, scramble for press, and risk launching to silence.

And here’s the bigger truth: a GTM plan isn’t just about launch day—it’s about sustainability. Studios that start early have more time to:

• Build communities that advocate long-term
• Attract publishers or funding partners with a clear growth strategy
• Set the stage for post-launch success with ongoing updates, events, and DLC

In other words: the earlier you plan, the more control you have—not just over launch day, but over your game’s long-term future.

Shortcut: Use Our Free GTM Worksheet

We’ve distilled everything we’ve learned from helping hundreds of studios into a Go-To-Market Planning Worksheet.

 It’s free, practical, and built for busy developers who don’t have time to guess.

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Need Help With Your Go-To-Market Strategy?

At UberStrategist, we’ve spent over a decade helping studios of all sizes launch games that get noticed. Our expertise includes:

• Public relations
• Influencer marketing
• Steam event planning
• Messaging strategy & brand building
• Paid media
• Community building

If you need more than a worksheet, or just want a strategic partner to execute alongside your team, we’d love to hear about your game (and the sooner you reach out, the better the impact any marketing will have!) Book a free discovery call today to get started.