This study analyzes the impact of social media on the development, promotion of indie games, and the communication between developers and their audience. The relevance of the topic is determined by the increasing importance of digital channels and platforms through which gamers discover new projects via YouTube, Twitter (X), Reddit, and other resources. The novelty of the research lies in a comprehensive analysis of indie studios' strategies based on social media marketing (SMM) tools and community management. The study explores user preferences, motivations for subscribing to studio accounts, and the types of content that generate engagement, such as development updates, contests, and behind-the-scenes materials.

The research draws on the works of I.O. Gavrikov, I.O. Guk, I.O. Kovrizhnykh, I.O. Kamankin, P.P. Smirnov, and international scholars (Freeman, Bankov, Chuang) to identify audience engagement patterns across different social networks. The study examines micro-streamers, giveaways, and user-generated content (UGC) within the engagement framework. The objective is to provide recommendations for building a loyal community and increasing brand recognition. The research employs methods of comparative analysis, statistical data synthesis, and content analysis. The conclusion outlines prospects for further studies and justifies the practical value of the findings. This material is of interest to indie developers and marketers seeking effective digital promotion strategies.

indie games, social media, promotion, community, marketing, content, engagement, M31 – Marketing, L86 – Information and Internet Services, Computer Software, D85 – Network Formation and Analysis

Gavrikova, M. A. Social networks as a tool for brand promotion // Achievements of science and education. - 2020. - No. 18 (72). - URL: https://cyberleninka.ru/article/n/sotsialnye-seti-kak-instrument-prodvizheniya-brenda (date of access: 02/07/2025).

Guk, O. A., Kulcheiko, I. S. Social networks as a tool for interaction with customers and promotion of goods and services // MediaVector. - 2023. - No. 7. - URL: https://cyberleninka.ru/article/n/sotsialnye-seti-kak-instrument-vzaimodeystviya-s-klientami-i-prodvizheniya-tovarov-i-uslug (date of access: 02/07/2025).

Golenok, A. A. Methods of promoting modern mobile games // News of Universities of Economics and Management. - 2021. - No. 1 (47). - URL: https://cyberleninka.ru/article/n/sposoby-prodvizheniya-sovremennyh-mobilnyh-igr (date of access: 02/07/2025).

Smirnova, I. How to promote an indie game on social networks. - 2014. - URL: https://app2top.ru/industry/kak-prodvigat-indi-igru-v-sotsial-ny-h-47928.html (date of access: 02/07/2025).

Kamankina, M. V. Indie games: creativity of the Tale of Tales studio // Artistic culture. - 2018. - No. 3 (25). – URL: https://cyberleninka.ru/article/n/indi-igry-tvorchestvo-studii-tale-of-tales (date of access: 02/07/2025).

Kovrizhnykh, O. E., Kovrizhnykh, L. I. Gamification of content as a tool for promoting business in social networks // Bulletin of the Academy of Knowledge. – 2021. – No. 6 (47). – URL: https://cyberleninka.ru/article/n/geymifikatsiya-kontenta-kak-instrument-prodvizheniya-biznesa-v-sotsialnyh-setyah (date of access: 02/07/2025).

Freeman, G., McNeese, N. Exploring indie game development: team practices and social experiences in a creativity-centric technology community // Computer Supported Cooperative Work (CSCW). – 2019. – Vol. 28. – DOI 10.1007/s10606-019-09348-x.

Bankov, B. The impact of social media on video game communities and the gaming industry. – 2019.

Nguyen, U. N. Social media marketing plan for an indie game: the case of Brakesoft Ltd., The Forgotten Guardians. – 2023. – 48 + 6 p.

Chuang. Promoting consumer engagement in online gaming communities through virtual experience and social identity // Sustainability. – 2020. – Vol. 12. – P. 855. – DOI 10.3390/su12030855.