I am building a GTM plan statement of work for a client. The is the plan we created with two 2-hour phone calls. Used Claude to organize notes from the call and create the document. This is just the framework built on launch, resources and open spaces for his game to find coverage. If you need help DM me and or check out my free newsletter Game Developers Marketing Resource: https://gdmr.beehiiv.com/
STATEMENT OF WORK
Game Launch Marketing, PR, Community & Storefront Strategy
Client: Consultant: / Strategic Entertainment Engagement Term: September 1, 2026 – November 30, 2026 Strategic Calendar: September – December 2026 Engagement Type: Three-Month Marketing, PR and Launch Support Engagement
1. ENGAGEMENT OBJECTIVE
Strategic Entertainment will develop and execute a focused three-month go-to-market program designed to prepare the game for Steam Next Fest, increase wishlist velocity, improve storefront conversion, generate media and creator awareness, establish a sustainable community presence, and support the transition from demo to commercial release.
The engagement will prioritize activity that can be effectively executed by an independent development team without creating unnecessary ongoing operational requirements.
The campaign will use September as the foundation and audience-building period, October as the demo, showcase and Steam Next Fest activation period, and November as the commercial launch, PR and optimization period.
A December holiday strategy will also be prepared during the engagement so the developer has a defined plan for maintaining momentum through the Steam Winter Sale and year-end promotional period.
2. PRIMARY GOALS
The campaign will focus on six primary goals:
- Increase Steam wishlists and wishlist velocity
- Improve Steam and itch.io storefront conversion
- Generate awareness through targeted games media, creators and showcase opportunities
- Create a manageable community strategy appropriate for a one-person studio
- Maximize participation in Steam Next Fest
- Convert Next Fest attention into launch sales, reviews and continuing visibility
- Success will be measured primarily through changes in:
- Steam wishlists
- Wishlist velocity
- Demo downloads
- Demo-to-wishlist conversion
- Store page visits
- Store conversion rate
- Trailer engagement
- Social engagement
- Press coverage
- Creator participation
- Earned media reach
- Launch sales
- Steam reviews and sentiment
3. SCOPE OF WORK
A. GO-TO-MARKET STRATEGY
Strategic Entertainment will create and manage a detailed work-back schedule covering all major marketing, communications and platform milestones.
Work will include:
Finalize launch positioning
Refine the game's elevator pitch
Establish core audience segments
Define key marketing messages
Develop launch messaging hierarchy
Establish demo marketing strategy
Develop Steam Next Fest strategy
Establish commercial launch strategy
Create holiday promotional strategy
Identify appropriate promotional beats
Establish campaign KPIs
Review campaign results and adjust strategy throughout the engagement
The strategy will prioritize frequent public-facing development and marketing updates rather than waiting for a single "perfect" launch moment.
4. STOREFRONT OPTIMIZATION
Strategic Entertainment will audit and provide recommendations for the game's Steam and itch.io storefront presence.
Steam Storefront
Work will include:
- Steam store page audit
- Short description review
- Long description review
- Elevator pitch development
- Metadata review
- Tag recommendations
- Genre positioning
- Search discoverability recommendations
- Capsule art review
- Logo readability review
- Screenshot sequencing
- Trailer positioning
- Call-to-action review
- Demo placement strategy
- Pricing presentation
- Founder/launch discount messaging
- Wishlist conversion recommendations
Particular attention will be paid to improving the visibility of the logo and title treatment whenSteam capsule artwork is displayed at small sizes.
itch.io Testing Program
The existing itch.io storefront will be used as an experimentation environment before major Steamcampaign beats.
Current baseline metrics include approximately:
800+ page views
1.65% click-through rate
Strategic Entertainment will review opportunities to test:
- Metadata
- Tags
- Short descriptions
- Page headlines
- Screenshots
- Trailer placement
- Calls to action
- Pricing language
- Positioning
- Promotional copy
Insights from itch.io performance will inform Steam storefront decisions where applicable.
5. DEMO STRATEGY
The recommended demo structure will utilize the game's first two onboarding campaigns as the public demo experience.
The third campaign will remain reserved for the commercial release.
Strategic Entertainment will review the demo from a marketing and onboarding perspective and provide recommendations regarding:
- Opening player experience
- Tutorial messaging
- Demo length
- End-of-demo messaging
- Wishlist calls to action
- Full-game teaser messaging
- Steam page links
- Community/social prompts
- Survey or feedback opportunities
The developer will retain responsibility for implementation and technical stability.
Game-ending bugs related to localization and language settings should be resolved prior to campaign amplification.
6. STEAM NEXT FEST STRATEGY
The October 2026 edition of Steam Next Fest will serve as the central discovery event for the campaign.
Recommended Campaign Structure
- October 1–8 Public demo launch and awareness campaign.
- October 9–18 Demo optimization, PR follow-up, creator outreach and wishlist acceleration.
- October 19–26 Steam Next Fest activation.
- October 27 onward Transition from wishlist acquisition to commercial launch conversion.
Steam Next Fest activity will include:
- Next Fest messaging
- Demo promotion
- Social content recommendations
- Press outreach
- Creator outreach
- Steam announcement planning
- Storefront optimization
- Wishlist calls to action
- Player feedback monitoring
- Mid-event adjustments
- Post-event conversion strategy
7. PUBLIC RELATIONS
Strategic Entertainment will create and execute a targeted earned-media campaign supporting the demo,Next Fest and commercial release.
PR Development
- Strategic Entertainment will:
- Edit existing press materials
- Develop approved messaging
- Review developer biography
- Review game description
- Refine elevator pitch
- Develop key talking points
- Create media positioning
- Review trailers
- Review screenshots
- Organize press assets
- Develop press outreach angles
No external communications will begin until materials and positioning have been approved by the developer.
PR Outreach
Outreach may include:
- PC gaming media
- Indie gaming publications
- Strategy/gameplay-focused publications
- Steam-focused outlets
- Gaming newsletters
- Indie discovery publications
- Relevant YouTube creators
- Twitch creators
- Podcasts
- Newsletter writers
- Appropriate regional or technology press
PR will focus on creating several discrete reasons for media to cover the game rather than relying exclusively on a single launch announcement.
8. SHOWCASE & FESTIVAL STRATEGY
Strategic Entertainment will identify relevant showcase, festival and promotional opportunities occurring during or immediately following the campaign.
Potential opportunities will be evaluated based on:
- Eligibility
- Audience fit
- Timing
- Submission deadlines
- Steam visibility
- Creator participation
- Press participation
- Expected development workload
Steam Next Fest will be the primary showcase event.
Additional independent or genre-specific showcases may be pursued when they provide meaningful exposure without distracting the developer from product completion.
9. COMMUNITY STRATEGY
The community program will be designed specifically for the operational limits of a small independent studio.
Becuase you're a solo dev, Strategic Entertainment does not initially recommend building a high-maintenance Discord community unless player demand justifies the moderation and management requirements.
Instead, priority will be placed on scalable channels including:
- Instagram
- Steam Community
- itch.io
- Relevant Reddit communities where appropriate
- Creator communities
- Existing developer social channels
The objective will be to establish a consistent public presence without requiring the developer to become a full-time community manager.
Community Content Pillars
- Recommended content themes may include:
- Development updates
- Gameplay clips
- New mechanics
- GIFs
- Character or enemy reveals
- Behind-the-scenes development
- Developer commentary
- Player feedback
- Demo improvements
- Patch notes
- Milestones
- Wishlist pushes
- Review highlights
- Creator coverage
- Launch countdowns
Strategic Entertainment will advise on cadence, messaging and campaign timing.
10. PRICING & COMPETITIVE REVIEW
Strategic Entertainment will conduct a competitive pricing review based on comparable games including:
- Genre
- Scope
- Playtime
- Production quality
- Developer profile
- Player expectations
- Review performance
- Historical discounting
The working pricing strategy to be evaluated is:
Launch promotional price: approximately $9.99
Long-term standard price: approximately $15.99–$16.00
Final pricing recommendations will be presented following the competitive review.
11. REPORTING & OPTIMIZATION
Strategic Entertainment will review available campaign data throughout the engagement.
Metrics may include:
- Steam page traffic
- Wishlists
- Wishlist velocity
- Demo downloads
- Demo engagement
- Store conversion
- itch.io traffic
- Social engagement
- Press activity
- Creator activity
- Player feedback
- Reviews
- Sales
A campaign recap will be prepared at the conclusion of the engagement identifying:
- Campaign results
- Highest-performing activities
- Lowest-performing activities
- Audience learnings
- Storefront learnings
- PR results
- Recommended December actions
- Recommended longer-term marketing priorities
| 12. SEPTEMBER–DECEMBER MARKETING CALENDARDATE |
STOREFRONT |
PR |
SHOWCASE /FESTIVAL |
COMMUNITY |
| Sept.1–4 |
Full Steam + itch.io audit |
Audit press materials |
Identify showcase opportunities |
Establish social/community channels |
| Sept.7–11 |
Rewrite elevator pitch, descriptions and metadata |
Build initial media target list |
Review festival eligibility/deadlines |
Begin development-update cadence |
| Sept.14–18 |
Capsule/logo recommendations |
Prepare press messaging |
Confirm Next Fest requirements |
Gameplay clips and behind-the-scenes content |
| Sept.21–25 |
Trailer + screenshot sequencing |
Begin soft media introductions |
Prepare Next Fest assets |
Demo teaser campaign |
| Sept.28–30 |
Final demo page review |
Demo announcement preparation |
Final festival preparation |
Demo countdown |
| Oct.1–8 |
Public demo launch; monitor conversion |
Demo announcement outreach |
Leverage SteamAutumn Sale traffic period for awareness |
Heavy demo promotion +wishlist CTA |
| Oct.9–16 |
Optimize page based on demo data |
Creator + media follow-up |
Next Fest preparation |
Share player feedback and updates |
| Oct.17–18 |
Final storefront check |
Next Fest media reminder |
Final Next Fest readiness |
Countdown |
| Oct.19–26 |
Steam Next Fest optimization |
Next Fest PR campaign |
STEAM NEXT FEST |
Daily/near-dailyNext Fest activity |
| Oct.27–30 |
Transition page toward full release |
Post-Next Fest coverage |
Analyze Next Fest performance |
Share results, testimonials and updates |
| Nov.2–6 |
Commercial release readiness |
Launch announcement preparation |
Identify November opportunities |
Launch countdown |
| Nov.9–13 |
Final pricing/store optimization |
Media previews/reviews |
Creator activation |
Gameplay/features |
Hope this helps the curious and the lost.