Anita Wong, Head of PR at Indigo Pearl, explains the best ways to launch an indie game in a AAA season
E
very autumn, the industry calendar gets hectic! Call of Duty drops, Assassin’s Creed sneaks in, EA Sports FC hits shelves, and suddenly it feels like no oxygen is left for anyone else.
Of course, this is when a lot of our indie clients come to us for advice on whether they should be launching their game at this time and if so … how? But here’s the thing, there’s never a “perfect”
window. Even in quieter months, you’ll be competing with dozens of other launches, updates, and DLC drops. The trick isn’t about avoiding competition altogether, it’s about making smart, brave choices that give your game the best chance to stand out.
KEEP AN EYE ON THE CALENDAR First rule: don’t set yourself up for unnecessary pain. If you’re planning to release your indie shooter on the same day as Call of Duty, it’s worth asking whether a week earlier or later might give you more breathing room. Players, press, and streamers can only handle so many guns and grenades at once. Sometimes you can’t avoid going toe-to-toe with a giant. In those moments, remember that audiences don’t always overlap. Someone in the market for a quirky narrative puzzler isn’t the same person lining up for Battlefield. We often see very different genres launching side by side without hurting the smaller title.
PLAY TO YOUR STRENGTHS Big publishers spend months coordinating campaigns with layer upon layer of approvals. That’s their reality. Yours, as an indie, is flexibility. If someone on your team has a clever TikTok idea, you can say yes at lunchtime and have it live by the evening. If it flops, that’s fine, move on. If it goes viral, you’ve achieved more than any polished 30-second TV spot could buy. Among Us is the poster child for nimble marketing. Released quietly in 2018, it found its breakout moment two years later when Twitch streamers picked it up. The developers doubled down by embracing memes, engaging directly with players, and fuelling a snowball effect that a traditional PR pipeline could never have manufactured. The lesson here is indie teams should lean into personality, humour, and authenticity. These are qualities players value, especially in contrast to the slick (but sometimes soulless) AAA marketing machines.
FLEX YOUR PRICE POINT We’re in an era where consumer wallets are stretched. Players are questioning whether they can really afford another £70 title when their backlog is already bursting. Indies have an advantage here - a £15 or £20 price tag is not only more digestible, it positions your game as a low risk, high reward experience. Don’t be shy about reminding people of that. Make the value story clear: for the price of one AAA, they could try three or four indie gems. Stardew Valley is still thriving years later not because it shouted louder, but because its price and replayability made it irresistible. In Q4, when players are bombarded with expensive releases, a well timed indie launch can benefit simply by being the affordable alternative.
BUILD COMMUNITY, NOT JUST CAMPAIGNS
AAA games can buy billboard space. Indies can build communities. Start long before launch: run playtests, open Discord servers, host dev streams, and invite players into the process. Early adopters love to feel part of something, and that sense of co-ownership is rocket fuel for word of mouth. Creative PR doesn’t need giant budgets.
Micro-influencers can deliver better results than celebrity endorsements because they feel more genuine.
EMBRACE THE CHALLENGE There’s no magical “safe” release window. Whether you’re dropping in Q4 or Q2, competition will always exist. The key is minimising noise where you can, then leaning hard into the advantages you do have. Launching against a giant doesn’t have to be terrifying. In fact, it can be an opportunity. The same season that sees a deluge of blockbusters is also when players are hungriest for something fresh and different. If you can deliver that, you won’t just survive AAA season, you might thrive in it.
REALITY HITS Sometimes the reality is that you just have to release in that window. If that’s the case, the key is damage limitation. Avoid the absolute worst dates: the release of something truly massive or a major tentpole show and make sure you’re talking to press and influencers early. Get them embargoed and ready so that when your launch day arrives, they’re prepared to hit “send” at a quieter moment.
While AAA titles will always dominate headlines, with the right timing, positioning, and community, your indie can still find its spotlight.
October/November 2025 MCV/DEVELOP | 43
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