Small game publishers face tight marketing budgets, making it essential to maximize return on advertising investment (ROIA). The launch window is particularly critical for titles on Steam, as visibility can determine a game's success. For instance, a Steam bug significantly impacted the release visibility of "Planet Centauri," resulting in only 581 sales despite over 130,000 wishlists. This highlights the stakes for indie developers during launch. Marla FitzSimmons from Fellow Traveller emphasizes the importance of community engagement through platforms like TikTok and Reddit for paid advertising. She advocates for a balanced marketing strategy that combines awareness channels with trusted sources to boost conversion rates. Hunter Bond of DreadXP adds that the shifting nature of social media algorithms complicates advertising effectiveness. Mike Rose from No More Robots shared that a $50,000 marketing budget for "Little Rocket Lab" aimed primarily at building awareness, not direct sales. Live events also play a role in marketing strategies. Bond believes in the power of face-to-face interactions and word-of-mouth promotion at events like PAX, while Rose favors digital showcases, citing their success in generating wishlists. Video content creators have become vital for indie publishers. Sponsored streams can connect with targeted audiences, but costs can be high and unpredictable. FitzSimmons points out that genuine endorsements from streamers can effectively drive awareness, even if they come with a price tag.