02 · Mailing Lists
The audience no algorithm can take away
Steam visibility comes and goes. Social reach dies overnight. An email list is the one channel you own outright — start building it the day you announce.
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Every visitor is a future launch-day player
Your landing page and press kit quietly collect the people who cared enough to sign up. That list is the most valuable thing you'll own besides the game.
Say the right thing to the right crowd
Players want the release date. Press wants the embargo. Speak to each without spamming either.
Launch day starts in inboxes
The single highest-impact thing you can do on launch morning is email the people who asked to hear from you. Make sure there are a lot of them.
How it plays out
It's launch morning and the store page just went live.
One campaign goes out, and your first thousand players hear it from you — not from an algorithm that decided your game wasn't trending.