[Ep549] How to use Youtube Shorts to market your indie game

In episode 549 of 'Coffee with Butterscotch,' the brothers dig into how short-form video fits into indie game marketing and why it should be part of development from the start. They talk about tools, storytelling, and the strange logic of YouTube Shorts and TikTok, then get into what engagement metrics actually mean and how to use them without overthinking it. The conversation focuses on experimenting, learning from the data, and using community feedback to shape both your game and your marketing.Support How Many Dudes!Official Website: https://www.bscotch.net/games/how-many-dudesTrailer Teaser: https://www.youtube.com/watch?v=IgQM1SceEpISteam Wishlist: https://store.steampowered.com/app/3934270/How_Many_Dudes00:00 Cold Open00:25 Introduction and Welcome02:47 Creating Engaging Short-Form Content05:34 Tools and Techniques for Video Editing08:39 Understanding YouTube Shorts11:50 Crafting Compelling Stories in Shorts14:39 Experimentation and Iteration in Content Creation21:19 Engagement Strategies for Video Launches26:21 Understanding Video Performance Metrics28:38 The Importance of Stick Rate32:14 Algorithm Behavior and Video Longevity40:31 Translating Engagement into Sales44:38 Engagement Challenges with YouTube Shorts46:49 Analyzing Video Performance and Viewer Retention49:07 Understanding YouTube's Algorithm and Game Discovery54:11 The Importance of Video Structure and Viewer Engagement59:44 Identifying Signals of Success in Game Development01:03:46 Community Insights and Sharing Data for GrowthTo stay up to date with all of our buttery goodness subscribe to the podcast on Apple podcasts (apple.co/1LxNEnk) or wherever you get your audio goodness. If you want to get more involved in the Butterscotch community, hop into our DISCORD server at discord.gg/bscotch and say hello! Submit questions at https://www.bscotch.net/podcast, disclose all of your secrets to [email protected], and send letters, gifts, and tasty treats to https://bit.ly/bscotchmailbox. Finally, if you’d like to support the show and buy some coffee FOR Butterscotch, head over to https://moneygrab.bscotch.net. ★ Support this podcast ★

In episode 548 of 'Coffee with Butterscotch,' the brothers talk about what it means to market an indie game from the start of development instead of treating it as an end-of-project task. They cover the four P’s, the rise of short-form content, and how paying attention to your audience can guide both marketing and design. It’s a straightforward look at why indie teams can experiment, move quickly, and build direct connections with players.Support How Many Dudes!Official Website: https://www.bscotch.net/games/how-many-dudesTrailer Teaser: https://www.youtube.com/watch?v=IgQM1SceEpISteam Wishlist: https://store.steampowered.com/app/3934270/How_Many_Dudes00:00 Cold Open00:16 Introduction and Welcome01:46 Understanding the Four P's of Marketing09:27 The Integration of Marketing and Game Development08:34 The Role of Audience in Game Design11:46 Short-Form Video Content and Marketability17:32 Lessons Learned and Future Directions25:17 Game Development Insights from Game Jams30:38 Leveraging YouTube Shorts for Marketing39:20 Market Testing During Development43:43 The Importance of Engaging ContentTo stay up to date with all of our buttery goodness subscribe to the podcast on Apple podcasts (apple.co/1LxNEnk) or wherever you get your audio goodness. If you want to get more involved in the Butterscotch community, hop into our DISCORD server at discord.gg/bscotch and say hello! Submit questions at https://www.bscotch.net/podcast, disclose all of your secrets to [email protected], and send letters, gifts, and tasty treats to https://bit.ly/bscotchmailbox. Finally, if you’d like to support the show and buy some coffee FOR Butterscotch, head over to https://moneygrab.bscotch.net. ★ Support this podcast ★

In episode 547 of 'Coffee with Butterscotch,' the brothers dig into Valve’s new Steam Machine and how it stacks up against Xbox’s push toward an “everywhere” platform. They explore why Steam slipping into the console space feels natural while Xbox showing up on PC and mobile still raises eyebrows, and what that says about each company’s strategy. The discussion also touches on potential pricing for the Steam Machine and where it might land in the living-room battle for players’ attention.Support How Many Dudes!Official Website: https://www.bscotch.net/games/how-many-dudesTrailer Teaser: https://www.youtube.com/watch?v=IgQM1SceEpISteam Wishlist: https://store.steampowered.com/app/3934270/How_Many_Dudes00:00 Cold Open00:25 Introduction and Welcome02:35 The Evolution of Valve's Hardware Strategy05:49 Design and Aesthetics of the Game Cube08:40 Comparing Steam and Xbox Strategies11:40 The Cultural Shift in Gaming Platforms14:37 Developer Experiences on Steam vs. Xbox17:36 The Future of Gaming Platforms25:10 Steam's Developer-Friendly Approach28:22 The Cost of Innovation35:26 Target Audience and Market Positioning42:12 The Future of Couch GamingTo stay up to date with all of our buttery goodness subscribe to the podcast on Apple podcasts (apple.co/1LxNEnk) or wherever you get your audio goodness. If you want to get more involved in the Butterscotch community, hop into our DISCORD server at discord.gg/bscotch and say hello! Submit questions at https://www.bscotch.net/podcast, disclose all of your secrets to [email protected], and send letters, gifts, and tasty treats to https://bit.ly/bscotchmailbox. Finally, if you’d like to support the show and buy some coffee FOR Butterscotch, head over to https://moneygrab.bscotch.net. ★ Support this podcast ★

In episode 546 of 'Coffee with Butterscotch,' the brothers talk about the power of in-person events like PAX East to recharge creativity and connect indie developers. They share insights from Google Play Pass and how subscription models have reshaped the indie ecosystem. It’s a deep dive into how indies stay inventive, connected and just unhinged enough to keep making games people love.Support How Many Dudes!Official Website: https://www.bscotch.net/games/how-many-dudesTrailer Teaser: https://www.youtube.com/watch?v=IgQM1SceEpISteam Wishlist: https://store.steampowered.com/app/3934270/How_Many_Dudes00:00 Cold Open00:31 Introduction and Welcome01:59 The Importance of In-Person Events for Game Developers04:45 Planning for PAX East and Team Dynamics07:52 Insights from Past Events and Industry Trends10:46 Game Development Updates and New Features16:06 (Listener Question) Exploring the Impact of Subscription Services on Game Sales20:09 Forecasting Sales and Market Dynamics24:22 Navigating Platform Challenges: Apple Arcade vs. Google Play Pass27:22 The Shifting Landscape of Game Development and Distribution30:52 (Listener Question) The Role of Subscription Services in Indie Game Success43:17 Overcoming Bottlenecks in Game Production45:06 Balancing Customization and Standardization49:25 The Evolution of Development Tools58:59 Lessons Learned from Crashlands 2To stay up to date with all of our buttery goodness subscribe to the podcast on Apple podcasts (apple.co/1LxNEnk) or wherever you get your audio goodness. If you want to get more involved in the Butterscotch community, hop into our DISCORD server at discord.gg/bscotch and say hello! Submit questions at https://www.bscotch.net/podcast, disclose all of your secrets to [email protected], and send letters, gifts, and tasty treats to https://bit.ly/bscotchmailbox. Finally, if you’d like to support the show and buy some coffee FOR Butterscotch, head over to https://moneygrab.bscotch.net. ★ Support this podcast ★

In episode 545 of 'Coffee with Butterscotch,' the brothers discuss GDC’s rebrand into the “Festival of Gaming” and what the changes mean for indie developers considering the 2026 event. They break down the new pricing tiers, rising travel costs, and the shift toward business-focused networking, then share thoughts on how to prepare for conferences to make the most of the experience. The conversation also explores whether GDC still offers meaningful opportunities for learning and connection, and how alternative events like PAX, DICE, or regional gatherings might better serve indie teams.Support How Many Dudes!Official Website: https://www.bscotch.net/games/how-many-dudesTrailer Teaser: https://www.youtube.com/watch?v=IgQM1SceEpISteam Wishlist: https://store.steampowered.com/app/3934270/How_Many_Dudes00:00 Cold Open00:15 Introduction and Welcome02:07 GDC: A Historical Perspective05:37 GDC's Rebranding and Marketing Missteps09:53 New Passes and Pricing Structure18:29 Indie Developer Perspectives on GDC22:36 Networking Opportunities and Industry Stratification36:20 Challenges for Indie Developers at GDC41:19 Networking at GDC: A Double-Edged Sword45:13 The Cost of GDC: Is It Worth It?49:07 Making Connections: The Value of Preparation52:21 Alternative Events: Finding Value Beyond GDCTo stay up to date with all of our buttery goodness subscribe to the podcast on Apple podcasts (apple.co/1LxNEnk) or wherever you get your audio goodness. If you want to get more involved in the Butterscotch community, hop into our DISCORD server at discord.gg/bscotch and say hello! Submit questions at https://www.bscotch.net/podcast, disclose all of your secrets to [email protected], and send letters, gifts, and tasty treats to https://bit.ly/bscotchmailbox. Finally, if you’d like to support the show and buy some coffee FOR Butterscotch, head over to https://moneygrab.bscotch.net. ★ Support this podcast ★

In episode 544 of 'Coffee with Butterscotch,' the brothers jump from sinus surgery to sales strategy, unpacking how pricing, perception, and player psychology shape the success of indie games. They share updates on How Many Dudes and explore how sales culture drives decisions that don’t always make financial sense. The conversation then zooms out to the booming AI bubble, comparing it to the dot-com era and questioning whether circular investments and energy limits might burst it all over again.Support How Many Dudes!Official Website: https://www.bscotch.net/games/how-many-dudesTrailer Teaser: https://www.youtube.com/watch?v=IgQM1SceEpISteam Wishlist: https://store.steampowered.com/app/3934270/How_Many_Dudes00:00 Cold Open00:25 Introduction and Welcome02:18 Health Updates and Personal Anecdotes05:46 Game Sales and Marketing Strategies11:44 Pricing Strategies and Market Dynamics17:52 Development of 'How Many Dudes'21:35 Game Mechanics and Balancing Challenges22:04 Scaling Combat Scenarios34:12 Understanding the AI Bubble47:34 The Financial Landscape of AI Commitments50:37 The Illusion of Profitability and Market Dynamics53:31 The Physical Constraints of AI Infrastructure57:32 The Ethics of AI Investment and Corporate Responsibility01:00:15 The Bubble Economy: Predictions and ConsequencesTo stay up to date with all of our buttery goodness subscribe to the podcast on Apple podcasts (apple.co/1LxNEnk) or wherever you get your audio goodness. If you want to get more involved in the Butterscotch community, hop into our DISCORD server at discord.gg/bscotch and say hello! Submit questions at https://www.bscotch.net/podcast, disclose all of your secrets to [email protected], and send letters, gifts, and tasty treats to https://bit.ly/bscotchmailbox. Finally, if you’d like to support the show and buy some coffee FOR Butterscotch, head over to https://moneygrab.bscotch.net. ★ Support this podcast ★

In episode 543 of 'Coffee with Butterscotch,' the brothers reflect on how the internet evolved from the community driven days of Web 1.0 to today’s centralized, convenience first platforms. They explore what was lost in that shift, then pivot to the realities of burnout and growth in game development, introducing LudoKit, a new tool designed to help indie teams manage production and marketing without losing their spark.Support Crashlands 2!Official Website: https://www.bscotch.net/games/crashlands-2/Trailer: https://www.youtube.com/watch?v=ib7fzLf59voSteam: https://store.steampowered.com/app/1401730/Crashlands2/Google Play:https://play.google.com/store/apps/details?id=com.bscotch.crashlands2Apple: https://apps.apple.com/us/app/crashlands-2/id1528199331Things Mentioned: Ludokit: https://ludokit.com/00:00 Cold Open00:30 Introduction and Welcome02:06 (Listener Question) The State of Online Forums06:22 The Centralization of the Internet10:26 The Loss of Open Information13:44 The Charm of Early Internet Experiences18:59 The Modern Web Experience: A Double-Edged Sword20:18 The Evolution of Design and Dark Patterns22:04 The Internet's Golden Age: A Personal Reflection24:17 The Trade-offs of Freedom in Digital Spaces28:11 The Consequences of Trust in Software Distribution30:06 The Decline of Unique Online Experiences32:16  (Listener Question) Navigating Burnout in Game Development45:33 Navigating Technical Challenges in Game Development48:11 The Stress of Game Launches and Burnout50:01 The Importance of Minimizing Peripheral Nonsense51:59 The Complexity of Game Marketing and Visibility55:06 Shifting Focus: From Game Development to Tool Creation01:00:06 Building LudoKit: A Developer's CompanionTo stay up to date with all of our buttery goodness subscribe to the podcast on Apple podcasts (apple.co/1LxNEnk) or wherever you get your audio goodness. If you want to get more involved in the Butterscotch community, hop into our DISCORD server at discord.gg/bscotch and say hello! Submit questions at https://www.bscotch.net/podcast, disclose all of your secrets to [email protected], and send letters, gifts, and tasty treats to https://bit.ly/bscotchmailbox. Finally, if you’d like to support the show and buy some coffee FOR Butterscotch, head over to https://moneygrab.bscotch.net. ★ Support this podcast ★

In episode 542 of 'Coffee with Butterscotch,' the brothers discuss their evolving game development strategies in response to market dynamics and industry trends. They explore the importance of creating smaller, more marketable indie games, the challenges of streaming game development, and the cultural shifts influencing gaming consumption. The conversation highlights the need for effective marketing and the changing landscape of indie games post-COVID, emphasizing gameplay over graphical fidelity.Support Crashlands 2!Official Website: https://www.bscotch.net/games/crashlands-2/Trailer: https://www.youtube.com/watch?v=ib7fzLf59voSteam: https://store.steampowered.com/app/1401730/Crashlands2/Google Play:https://play.google.com/store/apps/details?id=com.bscotch.crashlands2Apple: https://apps.apple.com/us/app/crashlands-2/id152819933100:00 Cold Open00:37 Introduction and Welcome02:31 Game Development Strategies and Industry Trends05:18 Shifts in Game Design Philosophy08:30 Marketability and Game Launch Strategies11:27 The Evolution of Indie Games14:20 Conclusion and Future Directions18:41 The Joy of Indie Games19:34 Cultural Shifts in Content Consumption22:08 The Experience of Gaming vs. Marketing23:45 The Rise of Authenticity in Indie Games24:38 Finding the Hook in Game Development27:44 The Challenge of Following Trends28:41 Streaming Game Development: Pros and Cons34:27 The Future of Game Development StreamingTo stay up to date with all of our buttery goodness subscribe to the podcast on Apple podcasts (apple.co/1LxNEnk) or wherever you get your audio goodness. If you want to get more involved in the Butterscotch community, hop into our DISCORD server at discord.gg/bscotch and say hello! Submit questions at https://www.bscotch.net/podcast, disclose all of your secrets to [email protected], and send letters, gifts, and tasty treats to https://bit.ly/bscotchmailbox. Finally, if you’d like to support the show and buy some coffee FOR Butterscotch, head over to https://moneygrab.bscotch.net. ★ Support this podcast ★

In episode 541 of 'Coffee with Butterscotch,' the brothers break down the strategy behind Steam Daily Deals and how pricing choices ripple through sales, regions, and player engagement. They explore the psychology of discounts, the oddities of regional pricing, and wrap up with a listener question about ghosting in business.Support Crashlands 2!Official Website: https://www.bscotch.net/games/crashlands-2/Trailer: https://www.youtube.com/watch?v=ib7fzLf59voSteam: https://store.steampowered.com/app/1401730/Crashlands2/Google Play:https://play.google.com/store/apps/details?id=com.bscotch.crashlands2Apple: https://apps.apple.com/us/app/crashlands-2/id152819933100:00 Cold Open00:25 Introduction and Welcome02:04 Nostalgic Childhood Memories and Injuries05:56 Upcoming Surgery and Its Implications09:39 Game Development Updates and Community Feedback19:52 Sales Strategies and Market Dynamics24:54 Understanding Player Engagement and Market Dynamics26:51 The Impact of Pricing Strategies on Game Sales28:09 Regional Pricing and Its Effects on Sales Demographics29:54 The Importance of Language Support in Global Markets32:59 Analyzing the Effects of Discounts on Game Popularity34:22 (Listener Question) The Nuances of Ghosting in Business RelationshipsTo stay up to date with all of our buttery goodness subscribe to the podcast on Apple podcasts (apple.co/1LxNEnk) or wherever you get your audio goodness. If you want to get more involved in the Butterscotch community, hop into our DISCORD server at discord.gg/bscotch and say hello! Submit questions at https://www.bscotch.net/podcast, disclose all of your secrets to [email protected], and send letters, gifts, and tasty treats to https://bit.ly/bscotchmailbox. Finally, if you’d like to support the show and buy some coffee FOR Butterscotch, head over to https://moneygrab.bscotch.net. ★ Support this podcast ★

In episode 540 of 'Coffee with Butterscotch,' the brothers dig into the messy art of indie game pricing, from Levelhead’s strange sales patterns to how discounts really move the needle. They share experiments with YouTube Shorts, what the engagement data says, and how community feedback loops into both development and marketing. It’s a conversation about sales strategies, visibility, and why marketing can’t live outside the game development process.Support Crashlands 2!Official Website: https://www.bscotch.net/games/crashlands-2/Trailer: https://www.youtube.com/watch?v=ib7fzLf59voSteam: https://store.steampowered.com/app/1401730/Crashlands2/Google Play:https://play.google.com/store/apps/details?id=com.bscotch.crashlands2Apple: https://apps.apple.com/us/app/crashlands-2/id152819933100:00 Cold Open00:25 Introduction and Welcome01:51 Levelhead Sales Strategy and Pricing Dynamics08:15 Tax Implications and Revenue Management12:16 The Impact of Pricing on Game Success17:45 YouTube Shorts Experimentation and Engagement Metrics28:39 Engagement Strategies in Short-Form Content31:33 Analyzing Viewer Retention and Engagement Metrics34:15 The Challenge of Marketing for Indie Games39:02 Community Engagement and Feedback Loops44:09 Integrating Marketing into Game Development50:32 The Power of Data-Driven Marketing DecisionsTo stay up to date with all of our buttery goodness subscribe to the podcast on Apple podcasts (apple.co/1LxNEnk) or wherever you get your audio goodness. If you want to get more involved in the Butterscotch community, hop into our DISCORD server at discord.gg/bscotch and say hello! Submit questions at https://www.bscotch.net/podcast, disclose all of your secrets to [email protected], and send letters, gifts, and tasty treats to https://bit.ly/bscotchmailbox. Finally, if you’d like to support the show and buy some coffee FOR Butterscotch, head over to https://moneygrab.bscotch.net. ★ Support this podcast ★