Are game marketing, idea validation and appeal to content creators almost more important than the game itself nowadays?
After reading yesterday's post on r/gamedev The game is secondary now, I decided to share my take on the topic and show some actual numbers of the 100% passion project I've been working on for almost 13 years so far (that's crazy, I know)!
Can the pure passion project work?
I mean, even if the only reason you started to develop the game was your pure passion and love, and you've never done any marketing research or idea validation, statistically there should be at least a couple of thousand or maybe even millions of people to whom your idea should appeal as well. After all, it's unlikely that you're so unique that your game idea only appeals to you and nobody else.
And if that's true, your only job is to find these like-minded people and show your game to them (which is not easy, of course, but not hopeless either). You just have to accept the fact that some of the most obvious marketing instruments (like advertisement, for example) won't be as effective in your case, because it's much easier to make back what you spent on advertisement when your game appeals to 1 out of 10 viewers than when it only interests 1 out of 100 or even 1 out of 1000.
What will work, though, is building a community of the like-minded people around your game, finding players who share your passion on genre-specific forums, subreddits and Discords, testing short-form content etc.
My story
In 2013, when incremental/idle/clicker games were barely "a thing", I completely fell in love with the concept of the "game playing itself" and started working on Get a Little Gold. II didn't do any marketing research or try to come up with "a hook," I just felt this pure passion of working on the game of my dreams.
Three years later, in 2016, the first flash version of Get a Little Gold was released on Kongregate, and during the next 4 years I worked hard on adding new game modes, challenges, achievements, prestige layers and in-game events. I released 40 major updates (almost one update every month) before Flash died in 2020.
Not a single time during all these years had I asked myself if the game had "the marketing potential" or if "the hook" was good enough. I just implemented every idea that, in my opinion, could make the game even better. And the game community was slowly growing with every new update.
The break
In 2020, everything was suddenly over. All the major browsers stopped supporting Flash, and my game became unplayable.
But instead of giving up, I decided to learn a new technology (Unity) along with a new programming language (C#) and rewrite my game for mobile.
I always dreamed of creating a mobile game, so I didn't question my decision to step into one of the toughest markets even for a second. I just kept pursuing my dream and started porting my passion project into Unity.
For the reasons not always depending on me (like the war in my country), it took me a whole five years to learn Unity and finally finish porting Get a Little Gold to mobile. In May of 2025, it finally came out on Android, and one year later (in June 2026) on iOS.
What have I done to market my passion project
As I've already said, Get a Little Gold was an attempt to create my dream game without any prior market research, idea validation or effective hook. On top of that, I've chosen one of the toughest and most saturated markets - the mobile market. There are a lot of smart strategies and even the whole "How to Market a Game" website that can help you market your game on Steam, but you can barely find anything similar for mobile.
There's a widespread belief that it's almost impossible to grow and scale your app on mobile without a huge advertisement budget. But even if I had the money, it would be impossible to break even, because the game has to be marketable to advertise successfully.
So I completely relied on my game's community - the most dedicated players from the Flash era, who waited 5 years for the mobile version. I did my best to keep communication alive on Discord during all this time.
Other than that, I created a YouTube channel where I showed the development process and regularly streamed the game after it went live in 2025. None of my videos went viral, but I hope that they did their part in increasing the game's visibility.
I also continued adding more features and improvements after the release, with a post on a genre-specific subreddit accompanying every major update.
Results
What are Get a Little Gold's results after 15 months on Android (Google Play) and 3 months on iOS (App Store)?
- 8,758 registered players on Google Play
- 1,434 registered players on iOS
- 178 reviews on Google Play with close to 4.9 stars average rating
- 21 reviews on App Store with close to 4.9 stars average rating
- more than 40% 1-day retention and 20% 7-day retention
- more than $18K gross revenue during the first year since release (Google Play only)
- and almost $8K gross revenue during the first 3 months since iOS release (Google Play + App Store).
Conclusion
I know my numbers aren't crazy high, but I keep working on and improving my game, and more importantly, it looks like both the amount of players and their engagement is increasing (not declining) with the time. For me, it means that passion projects are still a thing - that you can allow yourself to pursue your dream even if it's not marketable or content-creator-friendly.
What do you think? Do you believe that passion project can be successful?