Instead of wishlisting its game, the developer of my favorite Next Fest demo wants you to play anyone else’s: ‘There are some genuinely great creators in this fest who deserve the attention’
During the current Steam Next Fest, indie developer The Water Museum has taken an unconventional approach to marketing: rather than encouraging players to wishlist their own game, they’re actively promoting other creators in the festival.
About Fishing, The Water Museum’s entry, is a surrealist fishing mystery game featuring psychological and absurdist elements. The game includes inventive mechanics such as a conspiracy board housed within a tackle box, a church basement serving as a prison ward, and the ability to commune with caught fish to retrieve submerged clues. Despite the game’s critical acclaim from players, the developer published a Steam news post at the start of Next Fest specifically directing attention toward other talented creators in the event.
This marketing strategy represents a departure from typical indie game promotion during showcases like Next Fest, where developers typically focus on driving wishlists and visibility for their own projects. The Water Museum’s decision reflects confidence in their game’s quality while prioritizing the broader indie development community. The move highlights the collaborative spirit within the independent gaming space and suggests the developer believes multiple games in the festival deserve player attention, rather than competing aggressively for each player’s limited time and interest.