Indie games
How to implement cross-promotion strategies within indie portfolios to encourage players to explore additional titles.
Independent studios can grow a loyal audience by thoughtfully weaving cross-promotion into their game portfolios, creating a seamless web of discovery that respects players while driving engagement across multiple titles.
Published by
Charles Scott
July 18, 2025 - 3 min Read
Indie developers often face the dual challenge of standing out in a crowded market while keeping fans engaged across a small catalog. A well-planned cross-promotion strategy turns each title into a doorway for the next, rather than a separate island. Start by identifying shared themes, mechanics, or art styles that naturally link your games. Then design consistent branding cues—symbols, color palettes, and audio motifs—that carry across titles without feeling heavy-handed. The goal is subtle recognition, not loud upsells. When players notice familiar cues, they become curious about other projects you’ve created. This curiosity is the seed for organic cross-title exploration that feels earned, not manufactured.
A practical way to begin is by embedding cross-promotion within gameplay moments rather than in menus or pop-ups. For example, you can place a non-intrusive visual easter egg, a brief whispered hint from an NPC, or a collectible that nods to a related game. The key is contextual relevance: the reference should make sense in the current world while whispering the existence of something else you’ve built. Players who stumble upon these threads may choose to seek out the linked title, especially if the discovery feels natural and rewarding. Avoid forceful advertising; prefer invitations wrapped in the game’s own logic and lore.
Consistent systems and rewards help players migrate between titles with ease.
As you publish more titles, build a shared universe rather than separate products. Create a thread that connects worlds through a common origin story, recurring characters, or a consistent tech tree. This narrative continuity gives players a reason to chase sequels or spin-offs. You can also borrow mechanics that appear in one game and evolve them in another, giving seasoned players a sense of progression. When a player sees this throughline, they’ll want to experience how the elements transfer across experiences. A cohesive universe elevates cross-promotion from marketing tactic to storytelling principle.
Beyond narrative ties, there is value in aligning progression systems across your portfolio. If early titles offer a basic currency or achievement framework, extend it into later projects, enabling players to carry progress, unlocks, or badges from one game to another. This creates a tangible incentive to explore additional titles, because effort invested in one title feels repurposed rather than lost. It also streamlines onboarding for new players who already understand your ecosystem. Clear, compatible progression reduces friction and makes discovery feel natural rather than gimmicky.
Design mechanics that transition smoothly between titles in your portfolio.
Visual continuity is another powerful driver of cross-promotion. Establish a shared visual language across games—common silhouettes, iconography, and environmental cues—that signals a family resemblance. When a player recognizes a familiar motif in a new game, curiosity is aroused, and the likelihood of trying the title increases. But balance is essential: you want similarity without monotony. Small, distinctive touches—like a signature animation or a recurring musical motif—can anchor the portfolio’s identity. Thoughtful visuals help your catalog feel interconnected, inviting players to explore without feeling pulled into a marketing funnel.
Pair your visual language with a modular world-building approach. Instead of siloed experiences, design levels or zones that can be sampled or accessed from multiple games. A fan who completes a puzzle in one title could unlock a secret area in another, or receive a teaser trailer within gameplay that previews a future release. This approach rewards active exploration while expanding the perceived value of your portfolio. By enabling cross-title experimentation, you cultivate a culture of discovery that rewards players for investing time across your catalog.
Early rewards and onboarding should gently guide players toward siblings.
The design of cross-promotional mechanics should feel like a natural extension of gameplay rather than a clever ad insertion. Consider shared control schemes or cooperative features that players can leverage across titles. For instance, a mechanic like a grappling hook or teleportation rune could be earned in one game and then used in another, provided the core physics feel consistent. Such continuity rewards players for persistence and experimentation. Exposing these mechanics gradually—from tutorial hints to late-game challenges—gives players the sense that their skills travel with them. It also fosters anticipation for future releases that expand the same toolkit.
Narrative bridges are equally potent. When a game hints at a larger world through lore entries, artifacts, or diary pages, players may pursue the source material in other titles. Make sure cross-title lore remains accessible but not essential; curiosity should be sufficient to motivate travel between games without locking players out. Develop a glossary or timeline that’s cross-referenced in multiple games, so fans can piece together the broader story at their own pace. A well-crafted narrative bridge turns a standalone experience into a gateway for ongoing engagement with your brand.
Finally, measure, adjust, and honor player autonomy in discovery.
Onboarding is a critical moment for cross-promotion. Introduce introductory rewards that hint at other titles without overshadowing the current game’s goals. For example, completing a tutorial could unlock a “pilot episode” demo for a related game, or a starter pack that includes cosmetic items usable across titles. The idea is to plant a seed of curiosity early, so players feel a natural pull to explore more. Avoid overloading newcomers with choices; a single, well-timed nudge is more effective than a flood of recommendations. Gentle, rewarding introductions create goodwill and lasting interest.
Offer time-limited cross-title events that celebrate your portfolio as an ecosystem. These events can feature shared challenges, co-op campaigns, or seasonal content that ties two or more games together. By coordinating events, you create a sense of momentum around your portfolio and give players a compelling reason to return across titles. Even if they only dabble in a related game, they will have taken a step toward deeper engagement. Remember to communicate the event’s scope clearly and emphasize what players stand to gain by participating across games.
Data-driven iteration is essential for sustainable cross-promotion. Track how players traverse from one title to another, which cross-links perform best, and where players drop off. Use these insights to refine hints, rewards, and the timing of cross-title content. Avoid forcing pathways that feel coercive; provide opt-in options and transparent incentives so players feel in control of their discovery journey. Regularly audit the portfolio to ensure that promotions remain relevant to the current player base and avoid stale references. A responsive approach shows respect for players and strengthens trust in your studio.
Finally, design for accessibility and inclusivity across cross-promo mechanics. Ensure that cross-title features are legible to players with diverse abilities, including color-blind modes, keyboard/mouse and controller compatibility, and adjustable difficulty for linked challenges. Accessibility should be baked into the core experience, not retrofitted after launch. When players of varying backgrounds feel welcomed, they are more likely to explore the entire portfolio. A commitment to inclusive design helps your brand grow sustainably, turning cross-promotion into a community-building practice rather than a mere marketing tactic.
