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[Ep550] Are ads worth it for indie game devs?

12/10/2025 • 56 min

In episode 550 of 'Coffee with Butterscotch,' the brothers take a hard look at online ads and why they rarely deliver the wishlist conversions indie devs hope for. They break down misleading metrics, misclicks, and the high cost of chasing visibility through paid channels. The conversation also gets into conventions and showcases, exploring why in-person events are great for networking and playtesting but often fall short as direct sales drivers. It’s a grounded look at where marketing effort actually pays off and where it evaporates into thin air. Support How Many Dudes!Official Website: https://www.bscotch.net/games/how-many-dudesTrailer Teaser: https://www.youtube.com/watch?v=IgQM1SceEpISteam Wishlist: https://store.steampowered.com/app/3934270/How_Many_Dudes 00:00 Cold Open00:12 Introduction and Welcome02:48 The Role of YouTube Shorts in Game Promotion05:32 Understanding Steam's Algorithm and Wishlist Dynamics08:44 Challenges of Scaling Marketing Efforts11:27 Exploring YouTube Ads and Their Effectiveness14:31 Evaluating the Impact of Advertising on Game Visibility19:54 Navigating Google Ads for Game Promotion22:51 Analyzing Click-Through Rates and Conversions26:07 The Efficacy of YouTube Ads29:45 The Illusion of Effective Advertising34:47 The Uncertainty of Marketing Outcomes41:47 Evaluating Events and Conventions43:09 Digital Events and Showcases45:39 The Challenge of Exclusivity in Marketing49:09 Understanding Randomness in Game Promotion51:45 The Cost-Effectiveness of Marketing Approaches55:02 Balancing Development and Marketing Efforts To stay up to date with all of our buttery goodness subscribe to the podcast on Apple podcasts (apple.co/1LxNEnk) or wherever you get your audio goodness. If you want to get more involved in the Butterscotch community, hop into our DISCORD server at discord.gg/bscotch and say hello! Submit questions at https://www.bscotch.net/podcast, disclose all of your secrets to podcast@bscotch.net, and send letters, gifts, and tasty treats to https://bit.ly/bscotchmailbox. Finally, if you’d like to support the show and buy some coffee FOR Butterscotch, head over to https://moneygrab.bscotch.net. ★ Support this podcast ★

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