Polygon

Antichamber’s 100,000 sales show the benefits of self-promotion, hard work

Antichamber’s 100,000 sales show the benefits of self-promotion, hard work

The more time I spend with indie developers the more I realize the power of self-promotion and the ability to be fearless. Antichamber has sold over 100,000 units on Steam, and that's a pretty nice result for a $20 download, although it did launch at the lower price of $15. Keep in mind this is before larger sales, or possible inclusion in a Humble Bundle, or anything else. Antichamber has just begun its life for developer Alexander Bruce.

Read the story and check out how much he traveled, how hard he worked, and how much effort he put into talking to the press, making the game available for people to try, and getting the word out. I've talked to Bruce in the past, and the man almost seems blessed by the way he's gotten so many "lucky" breaks in his career. He always stops me when I hint that anything about this came down to luck, he simply maximized every opportunity that was put in front of him. He talked to everyone he could. He asked the right questions, and wasn't afraid of putting himself out there.

Sometimes people talk to me and say that just making a good game is good enough. It's not. It's barely half the effort. The rest is making sure people know your game exists. Antichamber is a wonderful game, and that has much to do with its success, but the sheer hard work of its creator went a long way. The market is packed with good games, and promotion is just as important as execution.