For Your Consideration: Why Awards Should Be Included In Your Indie Game Marketing Campaign

As we gear up for another awards season, it’s the perfect time for indie developers to consider the valuable opportunities that come with submitting their games for industry recognition. And while the thought of winning a major award might seem like a long shot, you might be surprised.  Even a nomination or honorable mention can elevate a studio’s profile and produce unexpected opportunities. 

In this post, we’ll discuss the benefits of submitting your game for nomination, some of the major contests to consider, and best practices for making your game stand out.

The Benefits of Submitting (Even If You Don’t Win)

Aside from the obvious, nominations and wins can be a boon for indie developers. Being recognized for your contribution to gaming culture is a special kind of legitimacy that you can’t (in most cases) buy or gain through self-promotion. 

Here are a few key reasons to get those submissions in:

• Marketability: Nominations and awards are powerful marketing tools. You can leverage them in press releases, social media campaigns, and other promotional efforts to generate buzz.
• Reputation: Again, recognition from industry peers and critics legitimizes your game and studio. Elevating your profile among key decision-makers, potential publishers, and collaborators could lead to bigger things.
• Cash Prizes: Many awards also offer cash prizes, providing indie developers with valuable resources to reinvest in their craft and create their next masterpiece.
• Visibility: Award nominations often receive media attention, providing additional exposure to enthusiast and consumer outlets. This heightened visibility can introduce your game to new players, expand your community, and lead to …
• Sales!: Games recognized for their quality and innovation tend to see a boost in sales. Awards serve as a trusted endorsement, encouraging players to explore and experience your creation.

Major Indie-Focused Game Awards to Consider

The calendar is packed with award ceremonies throughout the year. Additionally, numerous specialty media sites offer awards tailored to specific genres and platforms, making them worth exploring depending on your game’s focus. 

Here are just a few that indie developers should keep on their radar:

Indie Focused Awards

These awards specifically cater to independent games and their creators, celebrating innovation and diversity within the indie scene:

• Independent Games Festival (March): One of the most prestigious awards for indie games, recognizing excellence in various categories.
• IndieCade (October): Celebrates independent games and their creators, showcasing innovation and diversity in the indie scene.
• BIG Festival (June): The largest independent games festival in Latin America, providing a platform for indie developers to showcase their games and connect with industry professionals.

Major Industry Awards:

These awards encompass the broader game industry, acknowledging outstanding achievements across various genres and platforms:

• Golden Joystick Awards (November): Held in November, these awards are voted on by the public and cover a wide range of categories.
• The Game Awards (December): The GrandDaddy of them all, this December award event celebrates the best games across various genres and platforms.
• BAFTA Games Awards (March): These prestigious awards recognize excellence in the British video game industry.

Gaming Convention Awards:

Many major gaming events also host their own award ceremonies, providing an opportunity for developers to showcase their games to a captive audience:

• Game Developers Conference (March): The developer-focused conference features namesake awards given during the show, and a separate event for indies, the aforementioned Independent Games Festival (IGF).
• PAX (September/March): During the annual events in Seattle and Boston, the Penny Arcade Expo awards exhibiting titles in several categories including Best Reveal, Best Expansion, Best Console Experience, Best Puzzle Game, Best Party Game, and more.
• Gamescom (August): During the largest consumer gaming event in the world, organizers honor outstanding games, expansions, exhibitors, announcements, and trailers that are presented at gamescom 2024.

Best Practices

• Spend time on your submission: Craft a compelling submission that showcases your game’s unique features and strengths.
• Target the right awards: Research different awards to find those that best align with your game’s genre, platform, and target audience.
• Create a calendar: Keep track of your awards with a Google Calendar, ensuring you don’t miss important submission deadlines. There are a lot of awards, and it’s easy to miss important dates. 
• Spend on the right submissions: While many awards are free, be aware that some do come with a submission fee. Be sure to spend your budget on the most appropriate awards.
• Choose the right categories: From captivating soundtracks and stunning visuals to compelling narratives and exceptional voice acting, there’s a wide range of categories where your game could stand out.

Finally, let’s take a look at some examples of indies who elevated their profile through award nominations and wins: 

• Hades – Supergiant Games’ Hades received numerous awards, including the prestigious Best Indie Game award at the Golden Joystick Awards. Its success at various awards shows contributed significantly to its visibility and boosted sales, helping solidify its reputation as a standout title
• Celeste – This indie hit, developed by Maddy Thorson, won multiple awards and gained recognition for addressing important topics like mental health. The awards contributed to its widespread success, with the game becoming well-known for both its challenging platforming gameplay and its emotional narrative
• Untitled Goose Game – Developed by the small Australian team House House, Untitled Goose Game became a viral sensation following its release, and later went on to win awards like the BAFTA Game Award for Best Game. This recognition amplified its sales,

Need Help Navigating the Awards Landscape?

At Reverb, we specialize in helping indie game developers achieve the recognition they deserve. We offer expert guidance on award submissions, press kit development, and media outreach strategies. 

Contact us today to learn how we can amplify your game’s success and connect you with the right audiences.