When should I start marketing my game? What can I do to get more wish lists? What is the airspeed velocity of an unladen swallow? This is the kind of question we PR and marketing people get all the time (well, maybe not the one about swallows).

Nothing can guarantee success — but there are a lot of ways to guarantee failure. One of them is not taking marketing seriously enough — doing too little, too late. Another is thinking you cannot put a marketing strategy in place without lots of money. Let’s chat about what marketing is really about: understanding your audience, finding the best ways to reach out to them, and having fun making them part of your story.

Antonio Santo is the Founder and Director of Jaleo, a PR, marketing and consulting agency for indie games. After years of working as a journalist specialized in culture, technology, and video games, he decided to switch to the Dark Side of PR to sustain his bad habit of eating three times a day and paying the bills. Since then, he’s worked with indie hits such as Gremlins, Inc., Battle Brothers, Dyson Sphere Program, and bigger games such as Mount & Blade II: Bannerlord.

He also organizes the Game Industry Forum, a b2b congress aimed at indie developers within the framework of the Fun&Serious Game Festival in Spain. He wears trilby hats, loves dogs, and laughs way too loudly.