Turning Your Game Development Into Content

Most indie developers think of making games and creating content as two separate jobs. One drains time, and the other feels like extra work. But the smartest indie developers figure out early that your game development process is already content. You don’t need to stop building in order to market your game. You just need to learn how to turn what you’re already doing into something shareable. This article breaks down how and why that works.

Why This Approach Works So Well

People don’t connect with finished products first. They connect with stories, progress, and struggle. When you share your game development journey, you’re not just showing a game, but you are also inviting people into the process. That invitation builds trust, sparks curiosity, and creates emotional investment. Over time, it turns casual viewers into long-term followers who genuinely want your game to succeed. By the time you launch, you’re no longer shouting into the void. You’re simply updating people who already care.

What “Turning Dev Into Content” Really Means

This does not mean becoming a full-time influencer, posting perfectly edited videos, oversharing every detail, or turning every post into a sales pitch. It simply means documenting what you’re already doing and sharing it in small, honest pieces. You’re not creating content instead of development. You’re creating content from development.

Progress instead of perfection

One of the easiest ways to turn development into content is by sharing progress, not perfection. You don’t need finished systems, polished visuals, or big milestones. What people care about is seeing things move forward. You can share moments like finally fixing a problem that’s been bothering you for weeks, or realizing a feature took much longer than expected, and reflecting on what that taught you. Even decisions you almost reversed, like an idea you nearly cut but decided to keep, make great content because they show real thinking and real effort. This kind of sharing makes your process feel alive. It reminds people that game development isn’t a straight line, and that struggle is part of the journey. Most importantly, it lowers the pressure on you. You’re not waiting for perfection to post; you’re simply showing momentum. And momentum is what people respond to far more than polish.

2. Decisions and Trade-offs

Every game is a series of choices. Behind every mechanic, system, or feature that makes it into the final build, there are dozens that don’t. Sharing those decisions makes your development process interesting and relatable. Talk about why you removed a feature that wasn’t pulling its weight, or how simplifying a mechanic made the game more fun instead of less deep. Explain moments where you chose clarity over complexity so players could understand and enjoy the game faster. These trade-offs show intention. They help people see that good games aren’t built by adding everything possible, but by choosing what truly serves the experience.

3. Struggles

Honest struggle builds connection. When you share challenges in a calm, reflective way, people relate to the human side of game development. This can include creative blocks, dips in motivation, the difficulty of balancing life with development, or moments when the scope starts to spiral, and you have to rein it back in. These experiences are common, and acknowledging them helps others feel less alone in their own journeys. Avoid venting or complaining. Instead, frame struggles as real experiences you’re learning from. When shared thoughtfully, challenges become some of the most meaningful and engaging content you can post.

4. Small Wins

Tiny wins are incredibly relatable, and they often resonate more than big milestones. Moments like a mechanic finally starting to feel “fun,” a menu that no longer confuses players, or a playtest that goes better than expected are all worth sharing. These small victories show steady progress and real effort. They remind others that development moves forward through many small improvements, not just major breakthroughs. More importantly, they reinforce the idea that progress doesn’t have to be massive to matter.

5. Lessons You’re Learning in Real Time

Common Mistakes to Avoid

Waiting Until the Game Is “Ready”

One of the biggest mistakes is waiting until the game is “ready” before sharing anything. If you only start talking about your game at launch, you miss the entire relationship-building phase. Starting early matters, even if the game looks rough. Ugly progress is still progress, and people enjoy watching things evolve.

Trying to Look Like a Big Studio

Another common mistake is trying to look like a big studio. Indie developers are followed because they’re indie. People connect with small teams and solo creators who are real, imperfect, and human. You don’t need cinematic trailers or polished branding to earn interest because authenticity does far more work.

Overselling

Overselling is another trap. Content isn’t an advertisement. When every post pushes a wishlist link or asks for support, people quickly tune out. Share value first, insights, experiences, lessons, and moments from the journey. Interest and support grow naturally from that.

Comparing Your Journey to Others

Avoid comparing your journey to others. Some developers grow fast, others grow slowly. Different games, platforms, and circumstances create different paths. Consistency beats comparison every time, and steady effort compounds over the long run.

Monetizing the Development Journey

Turning your development process into content is also a way to unlock multiple, parallel revenue streams while you’re still building the game. Patreon / Ko-fi memberships let your most dedicated fans support you directly. YouTube and Twitch open the door to ongoing income through ad revenue, channel memberships, donations, and brand sponsorships. Regular devlogs, live coding sessions, or playtesting streams can attract an audience that grows alongside the game. Educational content is another powerful angle. Many players and fellow developers want to learn how you’re building things. Premium tutorials, courses, or e-books focused on your tools, workflows, or design decisions can become long-term assets. Merchandise turns your community into ambassadors. Concept art prints, milestone collectibles, or apparel give fans a tangible way to support the project. Consulting or coaching becomes a natural extension as your experience grows. Developers who follow your journey may seek one-on-one advice, audits, or mentorship, creating yet another income stream built directly from your documented process.

Success stories

Thomas Brush built a six-figure business by openly documenting his game development process. Through YouTube tutorials, devlogs, and behind-the-scenes breakdowns, he turned his knowledge and struggles into valuable content that attracted a loyal audience long before release. David Wehle followed a similar path with The First Tree. Through sharing emotional, honest stories about the game’s development on Reddit and YouTube, he connected deeply with players. That transparency translated into thousands of wishlists and a strong community invested in the game’s success. My Summer Car grew into a cult hit through consistent development updates. The solo developer regularly shared progress, changes, and experiments, turning routine updates into a narrative fans followed for years, helping sustain long-term interest and engagement well beyond launch.

Final Thought

Your game doesn’t start existing at launch. It starts existing the moment you share the journey and when you let people see the progress, the decisions, and the effort behind it. Build the game. Document the process. Let the story do the work.