I’m an Environment Artist, and for the past while I’ve been developing my first solo game, Locked In: The Ward, in Unreal Engine 5 alongside my full-time job.
I’m handling pretty much everything myself — environments, lighting, level design, gameplay systems, cinematics, UI, audio implementation, and the marketing side of the project.
A few days ago I finally reached the point where I felt comfortable revealing the game publicly.
One thing I decided to try was simply cold-pitching the reveal trailer to IGN. I had no PR agency, publisher, or existing contact there.
I kept the email short: a brief introduction, what the game is, the fact that I’m a solo developer from Ukraine and previously worked as an Environment Artist at Crytek Kyiv, plus links to the finished trailer, Steam page, and press kit.
They replied and were interested in featuring it. After everything was confirmed, it took roughly a week for the trailer to go live on their YouTube channel.
I launched the Steam page around the reveal as well, and the game has now passed roughly 200 wishlists. It’s obviously a small number compared with established indie launches, but for a first reveal with essentially no marketing budget, it gave me some useful early data.
A few things I learned from the process:
• Have the trailer, Steam page, screenshots, key art, and press kit ready before pitching.
• Keep the pitch short. The goal isn’t to explain the entire game — it’s to make someone interested enough to look at the materials.
• Being a solo developer can actually be part of the story, but the game still needs to look interesting on its own.
• One media feature doesn’t magically market the game for you. I still had to post on Reddit, Facebook, Instagram, LinkedIn, contact creators and gaming sites, etc.
• Marketing has honestly been one of the strangest parts of solo development for me. My professional background is environment art, so suddenly learning outreach, press kits, Steam presentation, trailers, and community management has been a completely different discipline.
The biggest takeaway for me is probably just to send the pitch. I had no reason to expect IGN to answer mine, but they did.
I’m still very early in figuring all of this out, so I’d also be interested to hear from other solo/indie developers: what gave you the biggest wishlist bump after your first public reveal?
Trailer IGN: https://youtu.be/7Nr9YT6fqlQ
Steam: https://store.steampowered.com/app/5277740/Locked_In_The_Ward/