Indie Game Devs: Your potential customer base is much larger than you think. Once I realized how this really works, it resulted in a massive influx of sales. Let me explain: For background, my spellcrafting game, Spellmasons, had plateaued for years and was losing traction when I recommitted myself to marketing. This resulted in my 3rd year, post launch, beating all the other years combined. Here's what I figured out that made this happen: - Your game is an asset you'll own forever - Everybody says launch causes the most sales and that's just not true for indies because indies usually don't reach anywhere near their Total Addressable Market in terms of exposure - chances are, indies will literally never reach every eyeball that might be a potential buyer, which means there are always more potential customers who would love your game if only they hear about it And even more importantly: New gamers are getting old enough to sign up for steam for the first time every. single. day. If I restart marketing in 5 years, there'll be 5 whole years worth of new gamers who might be interested. It's literally millions of new players every year. You'll never run out of people who are hearing about your game for the first time, no matter how viral your content is.