Аналіз цифрових інструментів просування інді-ігрових проєктів

Abstract

This paper presents a comprehensive analysis of some digital tools used to advertise and promote independent (Indie) gaming projects in a highly competitive market environment. The article discusses the effectiveness of various marketing tools, such as landing pages, referral programs, social networks, and video hosting sites with smart content distribution algorithms (such as TikTok, YouTube, Twitter) and resources with a strong fan community base, such as Reddit. The promotional website is considered one of the main platforms for collecting analytics and evaluating how effectively visitors convert to target actions. It was also noted how the integration of web analytics and referral programs helps independent developers with limited financial resources to optimize and automate the promotion of their gaming products. The conclusion was drawn that the systematic combination of all these digital tools significantly increases a project’s chances of commercial success