Agenda

Two developers. Twelve months of development. Five million players. This session presents the publishing and marketing postmortem of the surprise indie hit CloverPit. The session walks through the complete publishing campaign, from discovering the game with only 20 retweets to reaching +2 million sales on Steam and mobile and many Game Pass players - all that was achieved with approximately $20,000 of external marketing spend. Using real metrics, insights into very carefully planned campaign assets and a post-launch analysis, the talk explores how marketing decisions were made around Steam page optimisation, the demo, influencer strategy, organic social media, showcases, launch timing, and reacting to unexpected events such as the Hollow Knight: Silksong release date announcement that led to a last-minute game delay of CloverPit while the publishing team was on a train back home from a conference lol. The talk shows an honest look of what worked and what didn't and explains the decision making behind all the marketing and publishing moves around the game.