PUBLISHER-GRADE PRODUCT MARKETING FOR INDIE GAMES
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Lumière Indie Games Marketing is me, Alexander Hainsworth. You could hire an agency, another freelancer, or stretch your own team to cover the marketing. Here's what you get with me that's hard to get anywhere else:
✓ A real opinion: I tell you where your current plan is strong, where it's exposed, and what I would change.
✓ The role, done for real: I've run product marketing in-house at publishers across 30+ launches, not just as a freelancer.
✓ In your team, not above it: I work embedded with you day to day, one point of contact who does the actual thinking. No account managers, no agency layers.
I'm not here to overpromise. I'm here to do the work and help your game grow.
And the practical side stays simple: fully remote, flexible engagements, no long-term contracts, indie-friendly pricing.
Everything below is what the product marketing manager role covers. On a campaign I own all of it end to end. If you need one piece on its own, each is available as a standalone service.
MARKETING STRATEGY AND PLANNING
Campaign strategy, audience targeting, marketing timelines, and go-to-market plans built around your goals.
STORE PAGE OPTIMIZATION
Steam and console storefront improvements, including metadata analysis, tags, visual recommendations, and optimization reports.
CAMPAIGN EXECUTION
Coordinating launch beats, trailers, seasonal events, Next Fest participation, sales promotions, and more.
PLATFORM RELATIONS AND COMPLIANCE
Managing first-party relationships with Steam, Xbox, PlayStation, and Nintendo. Includes metadata submissions, asset reviews, and visibility opportunities.
COMMUNITY GROWTH AND ENGAGEMENT
Building active communities across Discord and social platforms. Includes event planning, activations, and messaging support.
SOCIAL MEDIA AND PAID MARKETING
Post planning, content calendars, creative briefs, and ad campaign support across relevant platforms.
INFLUENCER AND PRESS OUTREACH
Key distribution, creator targeting, pitch materials, tracking documents, and reporting. Support for both paid and organic outreach.
EVENT AND PROMOTION SUPPORT
Asset preparation, announcement planning, timing strategies, and coordination for showcases, Steam events, and in-person or online exhibitions.
ONGOING ADVISORY AND CREATIVE INPUT
Weekly consultation calls, ongoing guidance, access to templates, and feedback between meetings to keep your campaign moving.
PERFORMANCE AND REPORTING
Monthly or milestone-based updates on wishlist growth, engagement, content performance, and next-step recommendations.
30+ launches across PC and console. Here’s what the work looks like when it lands.
One launch. Four consoles.
The role a publisher would staff.
City-builder · Simulation · Console launch
The Wandering Village
Stray Fawn Publishing · 2025
The full 1.0 console launch, delivered independently: first-party coordination with PlayStation, Xbox and Nintendo, storefronts and pre-orders live across every territory, and launch PR landing as one moment.
★ 4 platforms, one date · 3 Nintendo regions · Cross-buy + pre-orders everywhere · PR with Future Friends
~5 → ~200 daily wishlists.
Mid-campaign.
Turn-based RPG · Roguelite · Single-player
Signy & Mino: Against All Gods
Armor Games Studios · 2026
Four months of end-to-end campaign ownership, from demo to the 30 July launch: release date revealed at The MIX, a Steam Next Fest demo push, and creator outreach running toward launch day.
★ ~5 → ~200 daily wishlists · 2 campaign beats · 8 short-form videos · ~100 creators + press
67% → 80% on Steam.
A turnaround, not a relaunch.
Open-world survival · Multiplayer
Smalland: Survive the Wilds
Merge Games · 2024
A review score rebuilt through data-led updates, honest communication with players, and the right platform partnership at the right moment.
★ Rebuilt to Very Positive · 300k+ views with Xbox, ~10x usual · +40% community activity
Got a launch coming? Tell me about your game and I'll come back with an honest take on what I would focus on.
Manchester, United Kingdom
alex@lumiereindiegames.com