Doing More with Less: Sustainable Indie Marketing Strategies | Mike Gallagher

In this episode of IndieGameBusiness, we’re joined by Mike Gallagher, Founder of Untitled Advertising Lab, to talk about the evolving marketing landscape for indie studios. Mike shares how his team helps game developers unlock incremental revenue from older titles and support self-publishing efforts when traditional publishing and VC routes fall short.

We dive into what “doing more with less” really means in the current market, why marketing paralysis is so common, and how studios can overcome it without a massive budget. Mike also explains why chasing virality can backfire, and why marginal gains and meaningful engagement drive long-term success.

We also explore key metrics that matter when playing the long game, the broken parts of the launch model, and what he’s learned from working with titles like Slugterra, AdCom, and Bulletstorm. This is a must-listen for studios looking to build sustainable momentum in today’s crowded industry.

https://www.linkedin.com/in/michaelbriangallagher/

#GameMarketing #IndieGameBusiness #SelfPublishing #GameDevAdvice #MeaningfulEngagement