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My Journey so far

From Brushes
to Pixels

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I’m Joe, a former painter and decorator turned award-winning game marketing consultant. I know firsthand how hard it is to balance a full-time job while pursuing your dream of creating games. I’ve been there, found my own path to success, and now I’m here to help you find yours.

I’m behind viral titles like DON’T SCREAM, which sold over 100,000 copies on Steam in less than a week, and Paranormal Tales, which gained over 70,000 wishlists within a week of its announcement.

I also played a key role in Hypercharge: Unboxed’s viral resurgence, pushing it to #2 on Steam’s top seller list two years post-launch. Furthermore, I led the Xbox marketing campaign for its release, which resulted in a viral marketing campaign where the game sold over 100,000 units in less than a month.

With a knack for helping indie games stand out, I offer bespoke marketing consultancy to help you achieve your marketing goals. My work has supported numerous developers in navigating the indie game market, ensuring their games get the spotlight they deserve.

Joe Henson

Connect & Inspire

more than just ads

Marketing your game is daunting. You might feel overwhelmed, unsure where to begin. You want to get noticed, but not seem pushy or inauthentic. That's where I come in. I help you connect with players genuinely, sparking excitement and building a community. It's about making players feel something, not just want to buy something.

Copy Get in touch

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My journey begins, aged twelve

Bursting with passion, eager for victory, and in love with gaming – that's me, the kid behind the Sims cut-out, battling my big brother to make sure we played fair and prevent any screen peeking!
2003

Embracing the family craft

Joining the family painting and decorating business refined my skills in customer relations and the art of preparation. During this time, I also started exploring the world of game marketing, learning the ropes while working full-time.
2007

Pursuing the dream

Those six years were dedicated to gaining invaluable experience in marketing, community building, and game design, all while balancing my work as a decorator. I forged strong industry connections and lifelong friendships along the way.
2013

Indie Beginnings

In 2015, with close friends I'd made in the industry, we united our talents to start Digital Cybercherries, an indie studio, while most of us were still working full-time. We went on to launch our debut title, New Retro Arcade: Neon (VR), followed by the successful Hypercharge: Unboxed, which became a #2 top seller on Steam!
2015

The bold leap

I finally traded paintbrushes for pixels, focusing entirely on my love for video game marketing and design. Indie Game Joe Ltd was born, with a mission to guide other indie developers toward their success.
2020

The journey continues

I remain the enthusiastic, game-loving kid from 2003, but with a deeper understanding and wider experiences. As I continue my journey in the gaming industry, my mission is to help fellow developers navigate their way to success, one game at a time.
2025
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Don't take my word for it. Take theirs

"Joe has exceptional work ethic, professionalism, and outstanding expertise in online marketing for video games. In the nearly 10 years we've worked together, he's consistently gone beyond traditional marketing while being highly efficient with budget spending. He's a pleasure to work with."

Ulrich Gollick

Digital Cybercherries

"Joe is truly exceptional! We've spent countless hours consulting with him, and he's a pleasure to work with. His expertise and insights in marketing greatly influenced the successful launch strategy for our game, Zoochosis."

Solvita Zacha

Clapperheads

"Joe is an absolute master level marketer. He was my go-to reference for how things should be done. He has a bold, confident friendliness that gets the job done. When showcasing a game, he adjusts the tone and approach exactly to what it needs. Highly recommend!"

Jordy Lakiere

Jordy Lakiere

"Joe knows a whole heap of stuff about marketing strategy and tactics for PC and console video games, and you would be well advised to consider listening to him!'"

Simon Carless

GameDiscoverCo

"Joe is an incredibly talented video game marketer. His experience growing multiple games is astonishing. He understands how to leverage social media and has a rare gift for spotting trends. He's also amazing to work with - patient and thoughtful. We're grateful to have him as an advisor!"

Angela Yeh

Wolfpack Games

"Joe is a natural marketer, he is inventive, creative and has an innate ability to know what content to use where, to communicate marketing messages. There is no way he would a say this about himself, he's far too modest, but he's knows how to create that all-important 'cut through' that can make a huge difference."

Stephen Hey

Radical Forge

"I have never seen anyone use Twitter as effectively as Joe, it is amazing to see what he can do across so many different marketing channels."

Chris Zukowski

HowToMarketAGame.com

"Joe is an exceptionally talented creative marketing consultant. We recently worked with him on our latest video game title HyperBrawl Tournament; here Joe brought alternative ideas, tactics and approaches to self-publishing our game and gaining visibility. I can't recommend him highly enough, his talent and energy would be a valuable asset to any aspiring video games company. "

Jonathan Holmes

Milky Tea Studios

"I had the pleasure to work with Joe as CEO of Monochrome, Inc. and i've met very few individuals with the same passion and knack to really connect with a community. He was crucial in developing communication between our team and our clients. He would make a large and meaningful impact on any team lucky enough to have him."

Brian Comer

Monochrome Games

"Joe has been a phenomenal inspiration and mentor for me, in the 3+ years he has been providing me with consulting on marketing and social media strategies we have seen a dramatic increase in engagement and results. Would highly recommend working with him as he has a lot of experience in his field and would gladly work with him again."

Simran Whitman

Tri-Heart Interactive

"Joe's consultations on overall our marketing strategy were awesome, and his advice on marketing Twitter was very helpful. The only thing we are sad about is that Joe was not available for hire!"

Bruno Cesteiro

Camel 101

"Joe's Twitter advice was incredible! It worked perfectly on the first try, and has completely transformed the way I tweet about my game."

Kelechi Apakama

Kelechi Apakama

"I worked with Joe on the release of my first game and not only did he provide some great advice and guidance on both the small details and overall approach to marketing, he was also hugely encouraging and supportive and helped me to relax a bit with my own expectations. And needless to say, he was an absolute pleasure to work with. "

Nick McKenzie

World Away Games