Start by Tweeting out a simple image. Maybe it has no context and loosely relates to your game. Maybe it’s a logo and an announcement date. Think about how you want people to interpret this as this will be your audience’s first touchpoint with your game. Do you want them to immediately have all the information or do you want to slowly build up anticipation?

By now, most of the juicy parts of your game are out in the wild. But what about all the little details and features that people may have missed? Now is the time to talk up some of the maps a bit more in depth, how a player progresses through the game, or even post-launch plans to give your community a sense of what’s in store beyond launch day. Additionally, you can do a countdown stream the night of to build up maximum hype.

This is what you’ve been working toward so don’t let up on the gas. Send out your announcement Tweet and then gather up reviews (either direct links or Tweets) and start Tweeting or Retweeting them. Drip feed them throughout the day. See a great piece of content? Share a link to it. If it’s with a creator or influencer, put spend behind the Tweet like you did for the reveal(s).

Keep the conversation going by talking about the next DLC drop (if there is one) or sharing updates to the game. What are people talking about at launch? What’s the consensus on the meta in multiplayer? How are people approaching a particularly hard level in the game? If your game has a season, talk about what’s going on or what’s for grabs in that season. Create a montage of some great community clips.