Independent game marketing agency Game If You Are is celebrating its tenth anniversary with a brand overhaul and the launch of the Indie Friendly Initiative, according to an announcement from the company. Established in 2016 by marketing specialist, former games developer, and journalist Lewis Denby, the agency aims to provide marketing and creative support to independent developers and publishers working across various budgets.
The Evolution of Indie Game Marketing Over a Decade
The indie games landscape has changed dramatically since Game If You Are launched in 2016, when several thousand games hit storefronts, according to company data. By 2026, that figure is projected to reach tens of thousands, creating a fiercely competitive market. According to Lewis Denby, Client Services Director Lewis Denby at Game If You Are, the company’s mission to help ambitious indies cut through the noise has never been more important.
Over the past ten years, the agency has provided marketing and creative support for titles such as Bear and Breakfast, Hauntii, Not For Broadcast, and Andrew Gower’s Brighter Shores. The firm has also worked with indie publishers like Atari, tinyBuild, and Amplified Games. In addition to traditional video games, Game If You Are has expanded into the indie tabletop role-playing game market, collaborating with companies including Hero Forge.
Did you know? While marketing was once largely accessible only to big-budget publishers and AAA titles, agencies like Game If You Are were established to help budget-restricted, one-to-two-person teams reach the right audiences.
The Indie Friendly Initiative and Lowering Promotional Costs
To combat the ever-increasing costs of marketing and the decline of indie games coverage in the media, Game If You Are’s marketing team has introduced the Indie Friendly Initiative, headed by indie-PR specialist Ria Winton. The program offers a new line of budget-friendly, off-the-shelf products designed for indie developers working with minimal funds.
The initiative features ready-made guides that provide smaller teams with resources to execute their own in-house public relations and influencer marketing. Alongside these resources, over a hundred members of the press have signed up for an “indie friendly” press list, consisting of journalists dedicated to covering this sector of the gaming industry.
Bespoke Campaigns Versus Budget-Friendly Off-the-Shelf Products
Game If You Are continues to offer bespoke, specially-tailored marketing plans matched to a game’s specific identity and target audience. However, recognizing that some developers operate on razor-thin budgets, the agency designed the Indie Friendly Initiative as a way for indies to secure quick promotional wins for small investments.
Frequently Asked Questions
What is the Indie Friendly Initiative?
The Indie Friendly Initiative is a new line of budget-friendly, off-the-shelf products launched by Game If You Are to help indie developers execute their own in-house PR and influencer marketing.
Who founded Game If You Are?
Game If You Are was founded in 2016 by indie marketing specialist, former games developer, and journalist Lewis Denby.
How many games are released on storefronts now compared to 2016?
According to Game If You Are, several thousand games hit storefronts in 2016, while tens of thousands are expected to launch in 2026.
Who is heading the Indie Friendly Initiative?
The initiative is headed by indie-PR specialist Ria Winton.
Are you an indie game developer looking for ways to promote your next project on a tight budget? Explore more industry insights on our website, or leave a comment below to share your own experiences with indie game marketing.
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