Marketing for Indies – PR, Social Media, and Game Trailers

Marketing for Indies – PR, Social Media, and Game Trailers

Learn how to market your indie game with little to no money, tips and tricks for getting press coverage and the best ways to engage with and create fans! Handout links below!!!

3 hour class with Jack Dalrymple from Cap And Cut and Albino Lullaby for Playcrafting Boston, with presentation slides edited in.


Presentation Slides:
Film Production Handout:
Game Marketing Checklist:
Press Release Handout:
Press Release Sample:

Class Description

Game industry veteran Jack Dalrymple gives an insider look at marketing video games, best practices for engaging through social media and tips and tricks on getting press coverage. With in-depth evaluation of how games are marketing at AAA companies and how to best market your Indie game with little to no money.

The class starts with the basics basic marketing principles, the difference between brand and marketing and leads into marketing specifically related to video games. Then with social media, you will learn how to best engage with fans and get fresh eyes on your game. With PR you will learn how put together a press kit, write a press release and the best approach trying to get editorial coverage. This is followed by an in-depth look at AAA practices and the difference between marketing in AAA and Indie. The class ends with a detailed look at the most important content for marketing your game, the trailer. Including tools that can be used to make your own trailers, the story arc, the trailer arc, the process, tips and tricks for making high quality with a limited budget and final delivery.

You can have the best video game, but without good marketing, it will be nearly impossible to find. There is a learning curve to marketing, PR and social media and the lessons don’t need to be learned through field testing, which can be detrimental to your games success.

YouTuber and Twitcher Lists Discussed in Class:

Good YouTuber List:
Amazing YouTuber List:
Amazing Twitcher List:

Always Check Realtime View Potentials for the Indie Twitter Hashtags:


About the Instructor

Jack Dalrymple is an industry veteran at producing trailers and marketing games, Cinematics Director at Bit Fry, Senior Vice President of Marketing at Ape Law, and owner of Cap and Cut a Boston based trailer house and creative design studio. As Lead Editor and Technical Director at WB Games’ Turbine Studio from 2004 to 2014, he developed and edited more than $10 million in marketing trailers and ingame cutscenes with over 9 million views online and built and managed one of the first live HD game capture cinematics studios in the world.

Jack mentors at MassDiGi, where he speaks and gives students direction and feedback on their game trailers. He dedicates his time as Boston City Manager for Playcrafting’s mission of empowering the game development community through education, networking, and collaboration. His all encompassing approach to design, presentation and consistency across brand is leading the marketing initiative to launch Ape Law’s first-person horror adventure game, Albino Lullaby. With Cap and Cut, Jack maintains the highest quality mobile capture rig in the Greater Boston Area and is available for game capture and game trailer production for indie and AAA studios across the region.

#gamedev #indiedev #indiegamedev #videogames #marketing

28 replies
  1. Extinction: Archaic Genesis
    Extinction: Archaic Genesis says:

    Thanks for the video. Very helpful, even though it may seem too long for some people. It covers essential terminology in industry and how to do it.
    Especially press section. I think press is one of the most essential parts when starting game promotion campaign and the hardest for young team. As It is quite hard for new Indie Game Studio to get large press to cover their game.

  2. Marcel Havenith
    Marcel Havenith says:

    Jack, thanks for sharing your knowledge! I am currently creating my first game and I am sure your insights will help me a lot. Thanks again!

  3. Black Lodge Games, LLC
    Black Lodge Games, LLC says:

    Only 15k views? This is literally the best game marketing video on YouTube. I account for at least 10 of those views. Thanks for sharing!

  4. Infinity Core Pte. Ltd.
    Infinity Core Pte. Ltd. says:

    Thank you for your video and links, it’s very informative and I’m pretty sure we can learn from and utilize them. 

    On a side note, has anyone mentioned that you look like Sean Bean haha.

  5. OiCaramba
    OiCaramba says:

    This video was incredibly helpful! The part that stood out most–I still have an hour left–was just the persistence one needs to maintain when contacting bloggers. Furthermore, really narrowing your target. Going after people that write about RPGs (if you are making an RPG) rather than FPS makes so much sense. I really appreciate this!

  6. Spread Shot Studios
    Spread Shot Studios says:

    This was great! Especially the examples you show. Some of this stuff I have learned in the last six months myself, but it’s good to hear confirmation of what I already know. Might have to contact you Jack for help on my trailer.

  7. Maurycy Zarzycki
    Maurycy Zarzycki says:

    It was great, thank you! I will certainly use all I’ve learnt here to promote my game (I even made notes in google docs).

  8. Avvv Qvvv
    Avvv Qvvv says:

    cool shit
    i liked the gamergate mention, here’s what i make of it:
    if the lefty press (almost if not all of the big sites) doesn’t care about your game, market yourself to the gamergate crowd and the press will start caring (negatively)
    it will almost certainly boost your sales, but you’ll forever be marked as evil

  9. Binary Banana
    Binary Banana says:

    Great talk Jack! It was very useful. My best part was about twitter account and info about press releases, how much time and how many emails you need to be published! We are preparing to release our mobile game so it will definitely help.

    Now I am going to follow you on twitter but if you won’t follow me back in 10 days.. I know what to do 😛

  10. Christian Strang
    Christian Strang says:

    Start watching at minute 7:30, watch for 3 minutes, than after you are convinced that this is gold, start from the beginning 🙂

  11. Guilherme Carvalho
    Guilherme Carvalho says:

    You cant tell this guy knows what he is talking about but at the same time he sounds hilariously bored doing this talk lol


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