Where to promote an indie game for free
Free promotion is mostly about finding the places where people already look for games like yours, and posting in a way each place allows. A list, with the catches.
There is no secret place. Most advice boils down to the same few things: have something people can try, put it where your type of player already is, and read the rules before you post. Here are the free options, grouped by what they are for.
A page people can play or wishlist
Before you promote, you need a link to send. For browser and small games, itch.io is the usual home: you can set up a game page without a fee, and it has devlogs and comments. For a game you plan to sell on Steam, a store page that collects wishlists is the thing to point people to. Pick one main link, so all your promotion pushes in the same direction.
Forums and subreddits for showing your game
Several communities exist for developers to share games and get play feedback, for example the r/playmygame subreddit. Each one has its own rules on self-promotion, how often you may post and what a post needs. Read them first. Posts that look like adverts tend to be removed. Posts that say what you made, what you want feedback on and that you will answer comments tend to be tolerated.
Hacker News "Show HN"
If your project is something people can try, a "Show HN" post is free. Their own guidelines say it must be something people can run or try, ready for users even if early and unpolished, and that you built it. Sign-up pages, landing pages and work that is not ready yet do not qualify. They suggest making it easy to try without sign-ups, explaining how and why you built it, and staying around to answer questions. Asking friends to upvote is against the rules.
Discord servers and communities for makers
Developer and indie-maker communities often have a channel for showing work. Join and take part for a while before posting yours. See indie maker communities worth joining.
Show it in person, in a virtual room
A small, slower option: Midnight Cafe lets you put a project stand with a pitch and links in your own cafe room, and others can visit and ask questions on a Q&A board. It is new and small, so treat it as a friendly place for a few real conversations, not a source of traffic.
A simple routine
- Make a page with one clear link, a short description and a few screenshots or a short clip.
- Post in one or two communities per week, each time with a post written for that community.
- Answer every comment.
- Write down what people said. The same three comments appearing twice is a finding.