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How to publish a game on itch.io, step by step

By Imersa Studios · Updated

Create an account, make a new project, set the kind of project and price, upload a build for each platform, add a cover image and screenshots, write a clear description and publish. Use tags, devlogs and a good cover to be found.

1. Create the project

From your dashboard choose Create new project. Pick the kind of project (Downloadable, HTML5, or Assets), give it a title and URL, and set a short description for search and social sharing. The kind affects how itch.io presents downloads or runs the game in the browser.

2. Set price and revenue share

You can sell at a fixed price, let players pay what they want, or offer it free with optional donations. itch.io lets you choose the revenue share it keeps, with a default of 10%. See the revenue calculator and the pricing guide to understand what you will receive.

3. Upload your builds

  • Zip each platform build (Windows, macOS, Linux) and upload it, then tick the platform it runs on.
  • For a browser game, upload a ZIP containing index.html and set the embed size.
  • For frequent updates, use butler, itch.io's command-line tool, which uploads only what changed.

Test the download on a clean machine before you publish.

4. Make the page convert

The cover image decides most clicks. Use the recommended size (630 × 500 pixels, minimum 315 × 250) and keep the logo large. The store image sizes guide lists every size.

  • Add three to five screenshots or a short GIF showing real gameplay.
  • Lead the description with what the game is, in one sentence, then features.
  • Pick accurate tags: genre, engine, style. Tags are how people browse.
  • Fill in the metadata: platforms, languages and, where offered, an AI disclosure.

5. Publish, then keep going

Set the project to Public, then post a devlog for each update. Devlogs appear in followers' feeds and give you a reason to share links. Ask early buyers for ratings and put your best players' feedback in the description.

Our own catalogue uses this pattern: a clear cover, an honest description and a free edition of the biggest pack. See the launch checklist and Preflight for the full list.

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Who wrote this

Imersa Studios builds the Unity systems, low poly packs and field guides sold on itch.io. The code and techniques here come from shipping those products. More about the studio.